WODx App is an idea that is inspired by my Crossfit passion. The purpose of this app design is to exercise a UX Strategy process: to provide a hypothesis and validate it.
WODx is an app that allows Crossfit practitioners to easily log their workout record. Some key experiences include searching for a closest Crossfit facilities, build your own workout of the day (WOD) and record results, set up and track goals. This app is build for two users: athletes and coaches.
I created a product, based on a strong hypothesis, validated the assumed hypothesis by conducting a Guerilla research and designed an experiment to define the product’s scope and to improve usability. Ultimately, the outcome should inform the direction of the product: whether or not we need to preserve the concept or pivot. I exercised Lean UX approach by doing an iterative approach with learnings from the user-testing data results.
I was first introduced to Crossfit back in 2011. When I first tried out for it, I threw up. My next immediate thought was, “I’m coming back.” So it is only natural for me to explore possibilities in my everyday life. I decided to reach out to my closest peers to do a field research for my app strategy project.
I did some initial hypothesis, then I went to my peers to validate it. I came up with several questions to learn more about the market and their pain points. The goal isn’t to seek justification, but rather an open mind to identify frictions so I can improve their Crossfit lifestyles.
After studying a sample of the Crossfit community and validated my hypothesis, I then came up with a story board to help my peers understand a Crossfit athlete’s needs and their pain points.
After validating my hypothesis and coming up with a story board, it is time for me to create a webpage and put it out in the market. The objective for this is to tout the real-world market’s interest in the product. The more subscription to the site, the more justified that there is need to be met with this product.
One of my favorite exercise is to learn about the users, understanding their needs and pain points, and then came up with key features to help solve their problems. After synthesizing the findings from the field research, I then determined the key features to have the MVP of the product. I designed a layout based on the features summarized.
Living Well Publishing is an independent publishing company that releases a book called Hot, Rich and Green. A book that details the secret formula to make money, while saving the planet. This book was put together by Rebecca Harrell Tickell, a co-producer of the award-winning bio-diesel documentary “Fuel,” which screened at Sundance and won the Audience award.
My task is to build an evergreen brand name for the publishing company, while marketing its first book, “Hot, Rich and Green,” to the green market. While doing so, I also built a digital brand equity for her. Not only I designed the book cover, but I also produced all the marketing materials from the press kit, branding materials for the book launch events, logo design for the publishing company, and websites for both the book and the author.
Exploring the integration between typography and some earthy & organic icons, I was tasked to quickly come up with a publishing logo for a book launch. I understood that often times, a publisher’s logo lives in the spine of a book cover, hence the easy-to-read and simple logo design.
Hot, Rich and Green features more than 50 women who care about the environment and doing business around it to promote the better of the world. This book targets women to get inspired to do the same thing. I designed the layout of the book cover and the inside pages.
While working on the content for the book, I was also in charge of the design of the press kit for the book launch. In producing this, we generated some publicities, resulting in some articles written like this.
I also build the website for the book as well has the author. I worked really closely side-by-side with a developer. This was the first time I was introduced to an agile working environment (back in 2009), where Dan and I were cranking 4 websites in one-month. I would designed the website and he will code and test it out. If some things don’t work the way we imagined it to be, we went back to the drawing board to pivot.
Fuel (previously called Fields of Fuel) is a 2008 documentary film directed by Josh Tickell. It is about his 11 year journey around the world to find solutions to America's addiction to oil. This movie has won the audience award at the 2008 Sundance Film Festival.
My task was to support the overall marketing of this documentary, while working on building the community around the message of the movie. This included creating an online marketing campaign to be the hub of the community-building aspect as well as promoting the event for the movie screenings across U.S.
I was the Art Director, working alongside with the Technology Director, Dan. We built 2 websites to promote the movie and the director. I also designed a lot of the events marketing materials, including a large print for the campaign vehicle, all the way to the promotional materials giveaways.
When FUEL movie launched, they travelled across the U.S. to do a lot of screenings to create a movement through the message of the movie. Realizing that they want a lot of press coverage, they decided to travel with a vehicle that is purely powered with an algae-based gas. I designed the vehicle wrap, as well as all the promotional materials for the event. You can read the success story here.
The Veggie Van was founded by the director of FUEL to facilitate the transition from fossil fuel use toward a new green economy by educating people about sustainable energy and providing them with appropriate pathways for integrating sustainable energy into homes, schools, communities, cities, states and ultimately nations.
This poster is targeted more towards the school and educators community. All concepts and idea were generated to be rolled as a campaign.
Because of the success of the documentary movie, the intent for the website was geared more towards community-building and engagement. Keeping that in mind, the theme of my designed used a ‘movement’ sentiment to reflect the community-building aspect. Additionally, I also designed a personal website of the director, Josh Tickell, to highlight his success and build him as a brand.