Almighty partnered with New Balance to expand their Good Form Running curriculum from a series of in-store clinics into a rich digital ecosystem.
Each tool of Good Form Running introduces users to the program's four pillars of form in a format most beneficial to the environment in which the tool is being used. I defined the details of each experience, through wireframes and prototyping, to create benefit for the user no matter which tool they interacted with first and drive the user to the others. This purposeful approach further solidifies New Balance's position as a thought leader in the area of running form.
The Good Form Running iPad app is a utility used by New Balance associates at marathon expos to capture and analyze video of person's form while on a treadmill. The experience is tailored to visually augment the one-on-one conversation between the runner and the associate. The iPhone app, downloadable from iTunes, is a companion tool for runner's daily lives. It provides form guides and a training log in a mobile friendly format.
Both tools drive users to the Good Form Running content on the New Balance website. Once there, users can explore desktop-friendly content including stories of runners' transitions to better form with video and infographics.
Role: UX Strategy, UX DesignThe Good Form Running iPad app is a 2012 MITX Interactive Award Winner
PerkStreet is an online checking account featuring a cash-back debit card. After they launched a multi-variant testing platform for their public site, they came to Fresh Tilled Soil for a redesign centered around measurable conversion.
I streamlined the site's architecture then created a new library of UI elements and a series of three unique homepage experiences. Since launch, their internal team has utilized the content architecture and UI developed during our collaboration to continue evolving and improving the experience on the site.
Role: UX Strategy, UI Design, Art Direction Agency: Fresh Tilled Soil
From online giveaways to real-world adventures, a year's worth of celebration became a unified customer experience through the 100th Anniversary site.
L.L. Bean had no shortage of programs that embodied the spirit of their hundred years of business. Almighty collaborated with internal teams and partner agencies to create an online home for the various activations and supporting content.
I engaged in a discovery process in which each program concept was evaluated and then architected a digital experience that united them while maintaining the unique identity of each. Through site maps, wireframes, and content spreadsheets the site and Facebook experiences were fully documented and distributed as resource for each team to understand the programs managed by the others.
Understanding that our users could become introduced to the anniversary from any one aspect of the celebration, I interwove content from one activation into the presentation of others to promote cross-navigation and exploration. Users who started on one of L.L. Bean's social media pages were guided to the anniversary site through their social programs like the Million Moment Mission while users on the e-commerce site were guided through limited edition anniversary products. All areas of the anniversary site funneled users to the calendar of events where they could register for one of the many outdoor activities happening throughout the year.
The L.L. Bean blog, now a part of their core site, was first launched as a part of the anniversary experience to provide realtime updates over the course of the year, including the progress of the now famous L.L. Bean Bootmobile as it traveled around the country.
– About Me –
I see a divide in today's digital tools. Some deepen users' online engagement while others expand and enrich people's real world experiences.
My proudest achievements lie with the latter.
I love my dog and I like tinkering. Merge those interests, and you have my first addition to the internet of things.
Snacks is small wifi-enabled box, built using an Arduino board and some servos, that awaits a command from the web to dispense the treats it holds. It's a rough prototype for now, but it's getting daily use and has taught me a variety of new skills.
Role: Concept, Design, Development, Fabrication
Mid way through the development process of the Soulo Karaoke iOS app, the team at First Act decided they wanted to push the experience further and brought in Fresh Tilled Soil.
I audited the various workflows that made up the app to identify opportunities to further simplify and improve consistency. Without pushing the product launch date, we were able to improve the interactions of numerous features and apply a more crisp and contemporary UI of my design.
Nemo came to Almighty to create an
Nemo tents and bags do not carry an unnecessary ounce of material. It was my goal to design a full-featured shopping experience in as simple a presentation as possible.
I based our approach on the concept of a single product detail page with a persistant visual navigation that kept each individual sleeping bag in the context of the full family. I created a content map and prototyped the experience. Scrolling top to bottom, the user traverses from a visually stimulating high level summary of the product down into rich detail complete with designer commentary and Facebook integration for conversation and questions.
The site experience was rounded out with a homepage that positioned Nemo's vision and a seamlessly branded Tumblr for ongoing updates.
Role: UX Strategy, UX DesignThe Nemo Sleeping Bags Site is a 2012 MITX Interactive Awards Finalist
– About My Clients –
Each possessed their own unique expertise and sought a collaborator who could bring their ideas to life through digital mediums.
Mutual respect fostered meaningful results.
In 2012 New Balance expanded their popular Minimus line and worked with Almighty to create a digital extension for the product launch that helped invigorate their target audience's active lifestyle.
The result, Max Your Moves, is an iOS game that awards a player's speed, agility, and stamina as they complete a series of physical challenges. I prototyped the gameplay and the app's architecture while defining a phased approach for product development and feature updates.
Role: UX Strategy, UX DesignThe Max Your Moves iPhone App is a 2012 MITX Interactive Finalist