https://www.juliab.design/work daily 0.75 2013-08-30 https://www.juliab.design/works daily 1.0 2026-01-31 https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1514079518587-CBUW2ZV161OVPCGQS2FN/2E0A5625.JPG Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1514080985353-0HQ2LJBTZY4HP8QM6ZGE/scoop2newedit.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1514082494038-UK28OVB9G47EAPAA4R4J/spinningtop2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1514083722340-HVGQY35GBLVYGWRVFWUV/controllersite.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1535932779724-7DUXRWXM0IJMEUDX79TN/0E6A8162+v1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1536613417818-6GWG0CE66EUAB2946OCS/Bedzotic.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1550806609097-9FR8V91GPXTSACSCF0GF/cookinghands5.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1558071731160-V655JCJ2W2TDPGEQZNB6/1Asset%2B24.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571978238855-WL63HC9W5F8VVRJ38D62/stacked1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572327749050-GCKFIOUL5QGEJF63OR3R/2E0A9028+copy.JPG Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1609831958915-M21HN0P8PTZK8AYM4R50/Asset+110.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625701166145-F3MJQQKNT146T1AAE5LQ/Slide+16_9+-+50.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632779602313-VMD4WECJVVLFALBOGCCF/Link+-+restaurants-attract-customers-kids.gif Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632794871257-JLIE3I7WRJ1DAH27EXWB/2_1+copy.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632796244626-JJ2NVF5521P062RSHEIS/242501378_2995666800749625_1160408209161421300_n.jpeg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632801882477-A3TP3H5EGP2SF546F91I/76356.2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632794871257-JLIE3I7WRJ1DAH27EXWB/2_1+copy.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1664133542419-IJN4PCGWRVG9VA95G75Z/Family1.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688615732470-ZGMU2MSBL8UCFC521J83/UF-EMEA-Truck-Drone-8997.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688615986878-Q5F6N41BPI2JIIGC7CGR/Screen+Shot+2023-07-05+at+8.59.09+PM.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688683660122-GZXUA3SCZKA8L7CA4EQR/veevhome.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1690398688517-772AQ644K4V5B58MEEM8/UF-EMEA-Truck-Drone-8996.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/9e4afd5b-fc87-45da-b8af-f615eff093c3/vive3.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/9e4afd5b-fc87-45da-b8af-f615eff093c3/vive3.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/09446813-d9cc-470e-a207-964f06ada4b2/Slide+16_9+-+1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/09446813-d9cc-470e-a207-964f06ada4b2/Slide+16_9+-+1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/9e4afd5b-fc87-45da-b8af-f615eff093c3/vive3.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571801701257-PM4U7N8N7MW5G7M8UMVS/tato1.3.jpg Work Tato is a measuring cup set designed in collaboration with the visually impaired. It uses the shapes of the fractions to tell the measurements and other tactile features for better user experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571976948647-XUIOM2Q14TZNKP45EIA1/AJ3.jpg Work “I have to ask for help when I go grocery shopping, when I sort out pairs of socks and when I organize dollar bills in my wallet. Independence is important to me, but it takes a lot of training to get around life in a visual word.” James, 28 Lawyer Blind since 17 years old https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571977296939-Q7T2LBADW04W8UW2WRT4/sydney%2Bferrario.jpg Work "If you go blind or experience significant vision loss, learning how to cook teaches you a lot of the skills you need to get back into the world, be able to work and be independent” Sydney, 55 Cooking instructor Retinitis pigmentosa https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571804490327-ZVKL3LY1J76H0DP90TR5/Asset+34.png Work - Primary Research Insights The visually impaired want independence, and the road to independence can start with cooking. There is a wide range of visual impairments, and they have different needs. There's a need for a language that can be understood with both hands and eyes, no translation needed. The paradigm that links blindness to a colorless life needs to be broken. Color is not only about vision, it is also about feeling. Contrast is key to provide the best experience to the user. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1604952703774-5OQQ856150A7HGSY1AND/687A5190.jpg Work Geometric language: tato uses the shapes of the fractions to convey the measurements of the cups. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1604952971048-JSGZ37XB9WVRVF8M6CHB/pouringtest5.jpg Work Tato uses tactile cues to guide users while using. The pivot point works as support while pouring and the soft lip with hard edge provides optimal pouring surface from all sides. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806793702-VA2ZRSSDCAOQ7DWIJZ9P/Screen%2BShot%2B2019-10-20%2Bat%2B9.12.58%2BPM.jpg Work - CERAMIC PROS: takes texture and color well. Users trust it. Feels like home. CONS: accuracy, can break. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571808043024-L7YYJUYD3PF7X5XDZTAN/Screen+Shot+2019-10-22+at+10.19.57+PM.png Work - GLASS https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806578202-TJV4B7G3W2K4FWMZW6Q8/Our+stainless-steel+bowls+are+modeled+after+the+heavy-duty+ones+used+in+restaurant+kitchens+for+everything+from+mixing+ingredients+to+kneading+dough+to+storing+foods+in+the+refrigerator_.jpeg Work - STAINLESS STEEL https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806339720-XHFR2GQ7F6CLWQKR6RNR/Screen+Shot+2019-10-22+at+9.52.04+PM.png Work - MELAMINE https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571805458326-V7ODZWRZ1W9SVIPIYA09/51hCB-i0vPL._SX466_.jpg Work - BAMBOO FIBRE https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806601648-ZCH28A31HWPSTKZWT7ZW/img59c.jpg Work - ABS https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806632107-PF6R94NP5B3U1SRVZBD6/Joseph+Joseph+Chop2Pot+Plus+Mini+Cutting+Board+%23Chop2Pot%2C+%23Joseph%2C+%23Mini%2C+%23Board.jpeg Work - POLYPROPYLENE https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806528355-BXAAL3PJLRA1WW65GYCQ/Peeling%27s+a+pleasure+with+this+single-blade+swivel+workhorse_+Sharp+stainless+steel+glides+through+fruit+and+vegetable+skins.jpeg Work - TPE https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1571806557735-YEHBWSLQBZD6MMUOHTYL/Pastel+silicone+teething+toys.jpeg Work - SILICONE https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572324206913-J8C3APM0XDPMNT77U0TH/Untitled+presentation.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572578468541-CGSAFPP7C17K8CZSWIFW/Untitled_Artwork+%283%29.png Work - Polypropylene and Silicone The cups would be made out of a polypropylene structure overmolded with silicone. The materials fulfill all of the functionality requirements and the silicone allows for a great tactile experience for the grip and all of the fine details of the design. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572412272404-GXGCCOUILNJ4NLLAEW31/Untitled%2Bpresentation%2B%25287%2529.jpg Work The measuring cups live in a home and should blend in. The base color is inspired neutral whites and light grays. This color was chosen based on neutrality and cleanliness. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572489061867-DYO1RECING3H8ZKTXQ5W/Untitled%2Bpresentation%2B%25289%2529.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572412436156-QL231WOQZD3Q9TGUDH7P/Untitled%2Bpresentation%2B%25286%2529.jpg Work Inside the cups, there is a color pop, which brings in the idea of discovery, gives it character and makes the product more approachable. Besides that, the color also helps convey the shape of the fractions and create contrast between the ingredients and the measuring cup. The blue theme was selected based on the contrast it creates with the ingredients, given that there are not natural ingredients that are blue. Each cup has a slightly different tone, which helps the user distinguish them also based on color. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572489002300-LMI8ZHC8NBTGYRLZBBY8/Untitled%2Bpresentation%2B%25288%2529.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572413344959-CQU99ON3P93X8GHLXY1F/hands5.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572325334672-3FTHVGRW0FQOLTWHYPIT/2E0A9028+cmb+v2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572579198696-BD2XPCPW3A0FW4Y71GKU/Untitled%2Bpresentation%2B%252811%2529.jpg Work The nature inspired rain drop shape mimics the shape of the drops when they fall and the movement it creates when it meets the surface of a pond. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572407058619-B94H3DKVAMTF3JXDUTU0/Untitled%2Bpresentation%2B%25281%2529.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572496923822-WM3GMNOHIJENOJXS6HRP/Untitled%2Bpresentation%2B%252810%2529.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572408379236-X6SW79AS409ASFQPLDDH/Untitled+presentation+%283%29.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572497458150-PPR6HG1M9ENMRXVDWSJG/2E0A9093+cmb+v1.jpg Work Light To create a calm sensation, the chosen light bulb is warm and low in lumens. Besides that, all the fixtures are concealed, which provides a more natural feeling to the user. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1572498164647-5KA5W19G8ZXQN8CREHZD/2E0A9051%252Bv1.jpg Work Reflection The domed bottom of the glass shape creates a lens when the light shines through, spreading the light gently on the ground in a fluid circular pattern. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1609831453659-EAO9FKUG4MOKZLY72V8B/Asset+110.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1609831527963-4ZNKSKDWROBL2IGIICPK/IMG_3150+copy.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633379177189-OM7XER9JZ4PN6TV9KV7J/Asset%2B2instructions.jpg Work We have won a CCA Sparks award with this project, a business pitch competition at California College of the Arts. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632615725516-E6NTLOKQ4SZ3D1DNZ8R3/Slide+16_9+-+59.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625695105703-4FQDXCJHZLNMFCIGZY79/Slide+16_9+-+47.png Work Sexuality is integral to the human experience and it plays a big role in one's identity, sense of self, physical health and emotional health. Because of that, Sex Ed is essential. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625695138876-CF4DQ954P05HS4Y4U4H9/Slide+16_9+-+46.png Work Parents report having a hard time approaching the subject and end up delegating it to schools. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625695232226-YI8AUVD4UKYZ4F2SRGXX/Slide+16_9+-+45.png Work Sex Ed in the US schools is not doing any better at it. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625696337698-CW0VF09Y2OUFQF1OXN3E/ezgif.com-gif-maker+%282%29.gif Work Most tweens go looking for answers online, which can be dangerous, or they go to their friends who are not equipped to discuss Sex Ed. Although there is some safe educational material available online and in print, they are not necessarily relevant to tweens. It either looks too clinical and sterile or the interaction fails to engage them. We propose to offer medically accurate information that is engaging and relevant to tweens. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1625717778108-FK2QFQ2ZLCLTBTBJP12C/Slide+16_9+-+51.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632421470891-WZ9T55REKA3CKXS8OXOA/ezgif.com-gif-maker+%283%29.gif Work Tweens are able to look up engaging and medically accurate Sex Ed content. The search button generates results from the course content or forum responses. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632442324600-RQ70US4UHEXSIZEFBWKA/ezgif.com-gif-maker+%282%29.gif Work Engaging short videos produced in partnership with influencers present medically accurate and age appropriate content. Tweens can track their progress in each subject through the progress bar, and can earn badges after completing each module. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632457154519-6WV3PBQ8QG7JWSGTHDXN/link.gif Work We humanize Sex Ed by establishing an open dialogue. Tweens can post questions that will be answered by a verified health professional, which will then enable comments by other tweens. All content will be moderated to ensure it's safe and age-appropriate for tweens. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632454754238-EHIVRTTSQBUGNKAEPW6V/Asset+1instructions.png Work Parents can see their tween's progress in a concise dashboard where they can access more detailed analytics of what content is being accessed and suggestions on how to start conversations on the topics. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632454387427-WV96E0MDBXXN1CDWAW1M/Train.gif Work Parents reported feeling uneasy about approaching Sex Ed with their kids, so Hoop offers support on how to approach the subject, what to approach at each life stage and even a space for parents to learn more about sex ed too. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632455415542-AE8VXRGFGYPMUN78HJF9/thrive.gif Work Parents are also able to test their knowledge with their tweens, which promotes parent-tween bonding, and facilitates the Sex Ed conversation, making parents and tweens more at ease around the Sex Ed topic. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1626843293723-X41O9VMJKPV9IDHEMOTG/Slide+16_9+-+50.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632623035195-1K44CFTSYAFMEKJWVKBZ/Slide+16_9+-+72.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632616328787-FHT4KP8T5EQCHO03GL5A/Slide+16_9+-+64.png Work There are roughly 15 million tweens between the ages of 8 and 12 in the US right now that fit into the current app market. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632616393746-2WVH6JCZBXOSQ3A30FRM/Slide+16_9+-+65.png Work There are another estimated 39 million kids under the age of 8 in our prospective app market. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632620382304-LAI3UETPF8SVAQF72Y3F/Slide+16_9+-+66.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632620658280-MEFZSZDN9OGE5Q3RZ6FL/Slide+16_9+-+67+copy+2.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632622074017-6IVVUEUW7X5TJTZZ0353/Slide+16_9+-+70+copy+2.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632622121533-SQSUBFSRQ2J0XHNJGVF1/Slide+16_9+-+71.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1626828749759-K78EJT46O9S54FAAF8NF/Slide+16_9+-+58.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1630025289902-USC0WP01G6US1WYRUJ4C/50.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1630025058864-KLV7PWPKZ227C4JENI7P/Frame+6+%282%29.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1630005099416-IABPW1KRS5FTUIH48URU/Flyer+child+-+Back.png Work - The Kids&Art Foundation The Kids&Art foundation is a non-profit organization that uses the power of the arts and creativity to mitigate stress, anxiety and trauma induced by diagnoses and treatment of pediatric cancer and other critical medical conditions. They offer many services such as art workshops, curated art kits and parent support groups. After realizing they could have a more seamless on-boarding experience, they reached out to CCA and our group partnered with them to better understand their needs and create an on-boarding kit that would improve the experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632498073527-2H5HR49268QGK76TNCXR/Slide+16_9+-+29+%281%29.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632798323566-QRKPND0SEPAGB4E7LVWN/Research+Findings.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632528830582-CE02NG28LR5SMLLWWXME/Slide+16_9+-+30.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632500868361-CGBAPLABPSNA3GC0YF0T/Frame+10.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632502033940-P8T5ZV1QQVP09TPJEYVL/Slide+16_9+-+32.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632501837566-DWA4TPPVE6FCQLJ9SPCI/unboxing1.gif Work With this prototype we reached the end of the 5 week project, and we received an Honorable Mention in Social Impact in SFDW with it. However, we knew that there were still a lot of unanswered questions. So on phase 2, we planned on investing more time in user testing and validating our project. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632515140985-HSUSOYD1LWUR3HNLZ66P/2_1.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632516356935-MMSVY01SRADMRYYN9DVB/09.png Work We left a lot of questions unanswered at the end of phase 1, and it was time to address them in phase 2. We had been looking at the on-boarding kit as a lone object, so we zoomed out to consider the whole on-boarding experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632521257703-YJI5JKDK5OR4LDFE0HTI/Slide+16_9+-+33.png Work We did a first round of prototype testing and realized we needed to focus on the caregivers and nurses just as much as we were focusing on the kids when it comes to this on-boarding experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632527417108-OSKJAP66D4QCGIR3Z619/12.png Work We understood that without bringing all of those stakeholders together and giving this on-boarding kit a proper context, it would likely go unnoticed in the hospital. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714251131-0HNB0H3K9146B0RI82Z1/Slide+16_9+-+73.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714252495-5GWEKKO1Y7MSQPAPQER1/Slide+16_9+-+74.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714259960-70A7HICFNWL3HCJEJSRO/Slide+16_9+-+75.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632719061049-1JYXDXAYW6479TV17B0F/63.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632718185015-TNB1V0T9KMTLGGMWEY4R/Slide+16_9+-+76.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766990316-6HNDUGB8B182BPJP7YCP/25.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766992520-ATYJ878A5ZRBNKZYTL36/26.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632761780706-OIAWVRZZCF9EWMX7T30F/27.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632762694617-1LT4GJEFZAYTU601QIUT/Slide+16_9+-+77.png Work The outside of the box is colorful and friendly, different from the sterile feeling of the hospital room. We also included a nutrition label and an ingredients section to give caregivers a quick look into the benefits they can access through the programs at Kids & Art. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632763033048-Q8D8HBH2CJ5VX62M59U4/Slide+16_9+-+80.png Work We also added a tag on the box that quickly lists the benefits Kids & Art offers alongside the services. This tag doubles as a travel tag when folded inside out. This reflects back on the idea of a journey, and helps kids regain a sense of control by owning this box and the art pieces they can create. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632762903687-C15YZ059713BMVBQR0GJ/Slide+16_9+-+78.png Work We leveraged a layered unboxing design, that presents a welcome message upon opening, followed by the caregiver booklet and the activity booklet and breathing card for the kids. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632763085690-V6ZNP3SXCQV61HD9RZRZ/Slide+16_9+-+79.png Work At the bottom of the box there are non-toxic art materials corresponding to the art activities in the booklet. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766324437-DWBEWD709J3P0NVB48JV/Slide+16_9+-+81.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766311295-VFWK6V8U06M1P56BHD5L/34.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766320159-UMBKEMPIKFGLBKLXKAKA/35.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766327662-7ZP6HMRLVRXV9QKQTTOK/36.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766694496-YWMRBUIYQXNZYRUT9131/Slide+16_9+-+82.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766721412-6CTVI7OJ10SJSVB8JOXO/38.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766721715-D0H980T7FL5IB30VOCOH/39.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766725230-TSVAVJCA6IWB5H63IV0E/40.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632800093847-5ZJZHMBDMT2ZZS0F6RTB/Slide+16_9+-+43+%281%29.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632255133135-6NSE6X7FXWZJD52GQY8Z/Frame+9.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632257899410-3DH68SONMFE8T7GPGXTJ/Slide+16_9+-+30.png Work Brazil is a huge country with strong artisanal culture everywhere. Artisans from different regions keep centuries old traditions alive by creating these crafts and passing them on to the next generations. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632258242941-YIMGQISMUR0MO6K5Z6CT/Slide+16_9+-+31.png Work This artisanal work is crucial because it promotes more dynamic local economy and it empowers women from vulnerable communities with financial independence. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632258315981-XD9NP69509GR86S4OVDT/Slide+16_9+-+32.png Work And more than that, the craft is the concrete expression of culture. It carries stories, traditions, and it is important to honor those stories and traditions by empowering craftspeople. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632595869841-N8AUTXADDBO2RY90GFNV/20191219+-+Rendeiras+da+Aldeia+-+046%281%29.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632798082346-RI8M3CH5JIAC2UDZYJ49/Slide+16_9+-+49.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632260203678-51M521K2ADT09LOF459W/ezgif.com-gif-maker+%287%29.gif Work - It all starts with pricing. Like most of us, artisans have no education in business, and have a hard time pricing their items, which is why in a waveline analysis of their experience there's a big dip after the artisans create a piece and have to price it. Digging deeper into why that was happening, I learned that they are unsure about the process of pricing, which makes them not confident of the value of their own work, leading to negotiations in which they undercharge and are not paid fairly for what they produce. Pricing is the first step they need to accomplish before marketing and negotiating their products, making it one very important step for the success of negotiations. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632678541652-3GWRZTWNSS5DVUWEN1GN/Slide+16_9+-+39+copy.png Work So I did more research to better understand what resources artisans have available. I learned that although there are free accounting workshops, they don't translate the content into accessible terms for people without business education; and that artisans have a basic understanding of finance when it comes to calculating the variable costs of each product, but more complex calculations like general fixed costs, labor and profit are overlooked. Furthermore, I also learned that the vast majority of artisans have access to smartphones, but almost none has access to computers, so spreadsheets and similar tools are not accessible to them. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632680889118-8ALONYT30WK3ZYNU3PIF/Slide+16_9+-+46.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632802637450-KNO6WYBGZKIJ1I7ZLOPV/Sep-27-2021+21-16-07.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632802745291-60YLSZY6P1OLOJOKS3WD/Sep-27-2021+21-18-24.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632802855330-S63777OBDC3W777FMW21/Sep-27-2021+21-20-21.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633368863370-U17Q4E93SLINADDHZY88/Pillow_Talk-2216.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633368898889-OHJNFK2KW4BAKB5EUZPN/Pillow_Talk-2145.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/9b8fef7c-3130-4212-99f8-51bfaafaff77/Slide+16_9+-+143.png Work We talked to a sleep expert, flight attendants and different styles of travelers to create guiding principles. 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wanted to improve that experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632867219292-GY3PI8CLQV98S2H0GHRG/242409436_2998895573760081_1085133134855508470_n.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632869797311-YECZZLSF08MORO9DLOCN/IMG_4488.jpeg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632869797684-FN8Q8TBLCUM63BGY9WEO/IMG_4489.jpeg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632869799155-OOKE2BRBKKCWI243X20G/IMG_4490.jpeg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632869799754-9LSMIFUL5LFJQZD5ZV8H/IMG_4491.jpeg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632869801251-WCAA3WTKYT9GH0T4E99L/IMG_4492.jpeg Work 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https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632780053713-WJYKW1YW1UVHNVTO85Q8/Screen+Shot+2021-09-27+at+2.58.57+PM.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632780372717-N1FZU7WIPN97FLV4C1I1/2019-11-07-BoxClever-Buster-ConceptExploration-Setup.1518.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632780568514-KQXO00JJQITYF0DBVI5L/IMG_0357.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633110400483-CXY4OSP6JZ3ZE2ELSLZC/SFDW_Logo_Animation.jpeg Work We received an Honorable Mention in Social Impact with this project in SFDW. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1630025289902-USC0WP01G6US1WYRUJ4C/50.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633114171409-66RBNVYDPYESJU11IA3A/Slide+16_9+-+89.png Work A cancer diagnosis is life-changing, even more so when it involves kids. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1630005099416-IABPW1KRS5FTUIH48URU/Flyer+child+-+Back.png Work - The Kids&Art Foundation The Kids&Art foundation is a non-profit organization that uses the power of the arts and creativity to mitigate stress, anxiety and trauma induced by diagnoses and treatment of pediatric cancer and other critical medical conditions. They offer many services such as art workshops, curated art kits and parent support groups. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633114931431-M2WE0YI4RWASVYXQQHZL/Slide+16_9+-+29+%281%29.png Work Kids&Art can provide families going through a pediatric cancer journey with much needed relief. Kids get to experience healing through arts and crafts, and also find a community of other kids going through the same thing. They are able to explore their interests and regain some sense of control over their lives through making art. However, most kids and caregivers start participating in the K&A program a year or more into treatment, which means they don't get to experience all of the benefits since the beginning of the journey. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632798323566-QRKPND0SEPAGB4E7LVWN/Research+Findings.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633116179234-JN2NG10RD04783KKJJBP/Slide+16_9+-+94.png Work The patient and caregiver journeys are not easy, but they can be improved with Kids&Art's help. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633126063127-O34MUMS3XDT35MFJ36Z6/Slide+16_9+-+91.png Work We redesigned their on-boarding experience leveraging already established points of contact, but from a systemic point of view. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766990316-6HNDUGB8B182BPJP7YCP/25.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766992520-ATYJ878A5ZRBNKZYTL36/26.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632761780706-OIAWVRZZCF9EWMX7T30F/27.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632762694617-1LT4GJEFZAYTU601QIUT/Slide+16_9+-+77.png Work The outside of the box is colorful and friendly, different from the sterile feeling of the hospital room. We also included a nutrition label and an ingredients section to give caregivers a quick look into the benefits they can access through the programs at Kids & Art. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632763033048-Q8D8HBH2CJ5VX62M59U4/Slide+16_9+-+80.png Work We also added a tag on the box that quickly lists the benefits Kids & Art offers alongside the services. This tag doubles as a travel tag when folded inside out. This reflects back on the idea of a journey, and helps kids regain a sense of control by owning this box and the art pieces they can create. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632762903687-C15YZ059713BMVBQR0GJ/Slide+16_9+-+78.png Work We leveraged a layered unboxing design, that presents a welcome message upon opening, followed by the caregiver booklet and the activity booklet and breathing card for the kids. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632763085690-V6ZNP3SXCQV61HD9RZRZ/Slide+16_9+-+79.png Work At the bottom of the box there are non-toxic art materials corresponding to the art activities in the booklet. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766324437-DWBEWD709J3P0NVB48JV/Slide+16_9+-+81.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766311295-VFWK6V8U06M1P56BHD5L/34.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766320159-UMBKEMPIKFGLBKLXKAKA/35.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766327662-7ZP6HMRLVRXV9QKQTTOK/36.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766694496-YWMRBUIYQXNZYRUT9131/Slide+16_9+-+82.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766721412-6CTVI7OJ10SJSVB8JOXO/38.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766721715-D0H980T7FL5IB30VOCOH/39.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632766725230-TSVAVJCA6IWB5H63IV0E/40.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633366009253-PD4RJYMP9ZXICHJ6EQA6/Slide+16_9+-+30.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632500868361-CGBAPLABPSNA3GC0YF0T/Frame+10.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632502033940-P8T5ZV1QQVP09TPJEYVL/Slide+16_9+-+32.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632501837566-DWA4TPPVE6FCQLJ9SPCI/unboxing1.gif Work With this prototype we received an Honorable Mention in Social Impact in SFDW. However, we knew that there were still a lot of unanswered questions. So on the next phase, we planned on investing more time in user testing and validating our project. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632515140985-HSUSOYD1LWUR3HNLZ66P/2_1.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632516356935-MMSVY01SRADMRYYN9DVB/09.png Work As mentioned before, we left a lot of questions unanswered at the end of the first phase, and it was time to address them in the next phase. We had been looking at the on-boarding kit as a lone object, so we zoomed out to consider the whole on-boarding experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632521257703-YJI5JKDK5OR4LDFE0HTI/Slide+16_9+-+33.png Work We did a first round of prototype testing and realized we needed to focus on the caregivers and nurses just as much as we were focusing on the kids when it comes to this on-boarding experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632527417108-OSKJAP66D4QCGIR3Z619/12.png Work We understood that without bringing all of those stakeholders together and giving this on-boarding kit a proper context, it would likely go unnoticed in the hospital. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714251131-0HNB0H3K9146B0RI82Z1/Slide+16_9+-+73.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714252495-5GWEKKO1Y7MSQPAPQER1/Slide+16_9+-+74.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632714259960-70A7HICFNWL3HCJEJSRO/Slide+16_9+-+75.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632719061049-1JYXDXAYW6479TV17B0F/63.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1632718185015-TNB1V0T9KMTLGGMWEY4R/Slide+16_9+-+76.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633366658296-OE1RB3GVPM3VQARKO553/67.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633366654761-ZWRSVLL3XSSBLUYVEX6A/68.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1633366662631-55MSUOV6X63CFZDBH2JR/69.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/7546e1cf-0d7d-4d07-8eff-566a05b96539/Slide+16_9+-+14.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1a529590-5db1-40fc-9976-38c8a91245c3/Frame+4.png Work CONTEXT Uber Freight acquired another logistics company called Transplace. With the acquisition, Uber Freight expanded their services from a transportation brokerage platform to a more complex and broad collection of offerings, ranging from managed transportation services to consulting, brokerage, technology and more. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/f03962ec-5166-4d74-9aa9-563e50980f7c/Frame+7.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688576647666-MVRA6969PLV42PEDL32L/Frame+9.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688576647437-IA4J2REA44RIWNLW4MC6/Frame+8.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/8127c08f-fb9d-4eb8-ab2c-ff1521d710b5/Frame+448.png Work PREVIOUS WEBSITE ASSESSMENT The previous website was lightly updated upon the merger with Transplace, so it points to some of the new offerings, but it doesn't encompass the breadth of everything Uber Freight can provide, as shown in the brand architecture. Some offerings are mentioned, but the services provided are completely missing, like all the Managed Transportation services, the Consulting services and so on. Besides this, some of the CTAs lead people to marketing websites or external Uber Freight websites that can't be found in the website navigation, which leads to confusion when navigating. Other than a comprehensive overhaul of the content and website architecture, we recommended tackling other inconsistencies as well: the lack of CTAs to access the services, adequacy to brand guidelines and imagery relevance (recommendations are discussed below). Shown here are 3 main pages of the previous Uber Freight website: Homepage, Shipper and Carrier. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688580211923-PNVCTP3SY8WAM04OH4IQ/Frame+444.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1688580214258-S9MNCSSSQKG13UUJUNSW/Frame+443.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0812e003-f8fa-4636-86cc-9bcd94d3096f/veev+screens.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/765b9ca6-3a4e-499f-a1d4-b9c0c91fccb8/IMG_4417+1.png Work To define the key challenges and develop strategy to tackle the redesign, we spent time in one of the properties where we could experience the controls for an extended time. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/84b23fb4-fb49-4e58-8dba-50b5e6d82c3d/Slide+16_9+-+81.png Work - Can’t see status at a glance User can’t see at a glance the status of lights and blinds. They have to one by one activate each control to check status. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/7fa6ab5d-d756-41aa-9f4b-922386ef8c6a/Slide+16_9+-+80.png Work - Unintuitive controls To access the control to dim lights and open a portion of the blinds, the user needs to long press and then drag the control. That feature is hardly ever discovered. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0fa31846-2abc-46ad-87d7-da8141d46a21/Slide+16_9+-+82.png Work - Access to correct control Icons do not help clarify in which are the items are located, creating confusion. Finding the light to activate includes clicking and observing the room multiple times until intended one is found. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/cab13533-bcce-4006-963c-61a837d0bfba/Slide+16_9+-+83.png Work - Lack of real time feedback The percentage input creates a backlog in the system, so user has no real-time feedback of their controls, which was the initial intention for the user experience. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0fd042a4-443e-4f2e-b885-137edcee1745/Slide+16_9+-+4.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/2ad1b39e-fc2b-4243-955b-184c5a097857/Slide+16_9+-+46.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1689032739992-SHIB7QAR1OE2GMEOJRN0/Slide+16_9+-+53.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1689032594053-RMLHTMY4KFCEB5J1N2NK/Slide+16_9+-+54.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1689032594106-4X2DPNU7QH82LJJP9RI8/Slide+16_9+-+56.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1689202163653-WUBHOJ3PJPE6KLPHH1AW/Slide+16_9+-+75.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/2ec31a0d-6115-45b9-b29e-6a9d51c80802/Slide+16_9+-+223.png Work - Neumorphic This direction leverages shading to convey volume in the 2D screen. This was an interesting contender for Veev because at this time they had a project to replace the digital smart home controls with physical ones, so they could use the visual design to bridge the gap of this transition. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/f8e8fdf7-ae38-4880-982c-8a8e52bc4b63/Slide+16_9+-+227.png Work - Piano This direction leverages minimal line design to convey controls, which would be a good contender for Veev because it would remain relevant for quite some time. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/f221dcc7-05fc-4a94-8b21-4272345a3531/Prototype+1.gif Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/425e5de3-961d-4086-98a9-cd4c98374ab2/Slide+16_9+-+154.png Work - Relational Logistics The Design Strategy team proposed changing the category descriptor from Logistics to “Relational Logistics”, and communicating 3 accelerators that are present in each offering and team within the company. We validated these concepts during research and made recommendations for moving forward with each of them. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/590e3696-9f69-4619-9d7b-cd223587a422/Slide+16_9+-+3.png Work - Objective Determine, through resonance testing, how effectively the Relational Logistics positioning platform communicates technological prowess, high-touch partnership and category leadership and differentiation. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/127737e5-00b7-476f-b21b-deb24ae9fc6d/Group+393.png Work - Format 30 minute in-person group interviews with 9 Carriers that partner with Uber Freight. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/cecdec91-c978-46ef-a437-5d01ef233a83/Slide+16_9+-+220.png Work - Protocol We started with a discussion, learning about the background of the participants. After that, we used stimuli to introduce the positioning platform Relational Logistics and the brand accelerators (Intelligent Network, Agile Capacity and Applied Expertise), and discuss the participants perceptions. We wrapped up the interviews with simple exercises, in which we asked participants to mind map what Relational Logistics mean to them, as well as measure in a scale how tech-forward, partnership-focused and category leader it comes across to them. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/b3cedc2c-3d76-4bc6-815d-e3980a8e395e/IMG_4283.png Work - Synthesis I led the synthesis process, first clustering the notes in a affinity map, and then crafting insights and opportunities by cross-referencing them. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/2ab9457a-5c9f-4e91-8228-895785c10607/Slide+16_9+-+176.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/88751625-11bd-4748-af11-1aee26262942/Slide+16_9+-+189.png Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1a2f165c-b7e9-43b7-abbc-e83b7b400af8/Slide+16_9+-+209.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/274cfdec-3b58-4265-b54f-4e7a51e12861/Slide+16_9+-+192.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0d745a05-e16b-47d3-aff5-71853488a999/Slide+16_9+-+195.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/83abf5dc-2c98-4338-a1ea-1a26ec6d8a65/Slide+16_9+-+210.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/5f2e9d0d-6429-4959-a8ab-7bfab96af818/Slide+16_9+-+153.png Work - Objective Determine, through A/B testing, how the positioning platforms Generative Logistics and Relational Logistics compared to each other, using Logistics as a neutral variable in the categories: technological prowess, high-touch partnership and category leadership and differentiation. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/7f4dc91b-9f85-48f2-a1b6-029205b37687/Group+392.png Work - Format 1 hour in-person and remote interviews with Shippers that partner with Uber Freight. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/6f59f24a-1d15-4bbf-8ce3-74acb57dfc45/Slide+16_9+-+219.png Work - Protocol We started with a discussion, learning about the background of the participants. After that, we used stimuli to introduce a high level positioning without any category descriptor and to talk about the Brand Pillars (Intelligent Network, Agile Capacity and Applied Expertise). After this we did a simple sticker exercise to signal the elements that resonate and which don’t resonate with the participants. Then, we would explore the descriptors Generative Logistics, Relational Logistics and Logistics one by one, asking participants to draw associations with the words and trying to understand what they perceive from them. We wrapped up the interviews with a ranking exercise, asking participants to rank the three descriptors according to the categories: technological prowess, partnership focused, category leadership and best descriptor for Uber Freight. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/6a2448de-2e73-4fc6-8cc7-9d37c3c32882/IMG_4277.png Work - Synthesis I led the synthesis process, first clustering the notes in a affinity map, and then crafting insights and opportunities by cross-referencing them. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/c5fbe5a1-ad7d-490f-be30-71c5219bcc69/Slide+16_9+-+174.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0f5efc7d-8a4d-47ec-847c-2856bf14722c/Slide+16_9+-+185.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/c70d238e-173e-4975-8c07-2b54dd1c5501/Slide+16_9+-+187.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/20e751ed-d57a-4020-a307-aac9d589bc42/Slide+16_9+-+207.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/de58a4ec-f09a-439d-be16-dcf1c22e5973/Slide+16_9+-+172.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/080b7ee6-e544-4563-bc60-0558870887d2/Slide+16_9+-+173.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/25101642-e2e2-4400-9a5f-1f13c9a72559/Slide+16_9+-+212.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/0b14c97a-1eef-4535-8ccb-999a2d3ffdb8/Slide+16_9+-+194.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/8c64b856-1790-4654-b14f-671b18b251f6/Slide+16_9+-+193.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/b47255db-a84f-4db4-a5c1-0a0db615f7d9/Slide+16_9+-+213.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/e900ee11-63eb-4a52-961c-e2424a7f58ac/Slide+16_9+-+191.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/bb43e991-ea43-4f12-8510-9c5e3729235a/Slide+16_9+-+190.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/080c1c1b-47db-4d52-9916-7c8a12750488/Slide+16_9+-+211.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/f95c9a1f-dcb8-4309-aaec-62c780c0c95c/Slide+16_9+-+179.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/c40a17a7-b284-4517-8b40-4bfa015efcfa/Slide+16_9+-+178.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/9a74b060-e8ec-46ae-a025-2c03dc3964ce/Slide+16_9+-+180.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/38e8b4e3-015b-4dbb-94aa-5a7e11fa9915/Slide+16_9+-+181.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059695765-JGGAJEY2CZWWXQCPR8HU/sb1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059705794-PWN3DJODG73YMIFEXIW4/sb2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059705797-LTZW9JIO7N66CXKYKNYI/sb3.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059707348-J42G32146NO8KVNZ5L1H/sb4.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059707666-H33BBWI5ZX1TIUJ2EYF6/sb5.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059709054-BC8W0HQWV86S9F8OC8D0/sb6.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059709511-HVQ4SVPW8Y3EJE65QUEG/sb7.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059710334-52BZVO8ZQUMKMOHSIZ40/sb8.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059775661-S4V6Y8QKC0JPKEG69YZR/sb11.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059775519-3E27OA0QL1UIXZ72B3SE/sb12.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/30ed7f8c-c562-4659-9c07-42959eeaef33/musicflowchart.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763060063336-SRZHBZW9C569CCZ5J4O6/detail+2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763060063348-L44CCLGBL0RWOT8UOCR7/detail1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/a1238ebc-9d32-4a28-8745-9db69bf1869a/Slide+16_9+-+136.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/4eae0c70-c809-46d1-adf6-49c0194b7efb/Slide+16_9+-+2.jpg Work - Contextual Homepage The homepage is designed to adapt to each stage of the clinical trial journey. When a participant has an upcoming appointment, that information is featured prominently. Otherwise, the page highlights their overall progress in the study. We also include a same-day shortcut for booking an Uber, which becomes available on the homepage on the day of the participant’s appointment. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/41a3beb9-0aa0-4722-9f09-4b638cee669d/Slide+16_9+-+1.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/a1238ebc-9d32-4a28-8745-9db69bf1869a/Slide+16_9+-+136.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/d65be279-54b5-424b-8d39-d575bdafa098/research1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/e4ede0e1-6969-4e9c-88d0-89bd84288e53/research2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059695765-JGGAJEY2CZWWXQCPR8HU/sb1.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059705794-PWN3DJODG73YMIFEXIW4/sb2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059705797-LTZW9JIO7N66CXKYKNYI/sb3.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059707348-J42G32146NO8KVNZ5L1H/sb4.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059707666-H33BBWI5ZX1TIUJ2EYF6/sb5.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059709054-BC8W0HQWV86S9F8OC8D0/sb6.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059709511-HVQ4SVPW8Y3EJE65QUEG/sb7.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059710334-52BZVO8ZQUMKMOHSIZ40/sb8.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059775661-S4V6Y8QKC0JPKEG69YZR/sb11.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763059775519-3E27OA0QL1UIXZ72B3SE/sb12.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/e32caacc-a65f-4cc8-a7fd-592f37160f04/mvpmap.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/30ed7f8c-c562-4659-9c07-42959eeaef33/musicflowchart.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763060063336-SRZHBZW9C569CCZ5J4O6/detail+2.jpg Work https://images.squarespace-cdn.com/content/v1/5a3ef234b1ffb616a0010691/1763060063348-L44CCLGBL0RWOT8UOCR7/detail1.jpg Work https://www.juliab.design/bio daily 0.75 2026-01-31