PRODUCT & BRAND DESIGN  STRATEGY_____

Marlowe Playground is an educational web application to support the understanding of how to create smart contracts in the Marlowe programming language.  In order to present the tool to the wider developer community and achieve high impact, I was asked to design an intuitive, target audience specific interface and visual  strategy for the tool.

    HIGHLIGHTS___

• Compiling target audience research to map out the mental model, familiarity and heuristics of the community in order to define the design strategy
• Laying out the page structure, interaction flow and inpage functionalities by applying interaction design principles and audience feedback
• Designing a recognizable look and brand package for the tool to support the marketing efforts
  

Cardano is a groundbreaking proof-of-stake blockchain network. The Cardano ecosystem is developing out into the most complete and most useful cryptocurrency on the market. My responsibility was leading the creation of a recognizable and marketable brand for the Cardao project and its numerous subsidiary projects.

    HIGHLIGHTS___

• Defining the design strategy based on audience research and applying the framework during the re-design of the project related platforms, websites, interfaces
• Laying down the foundation of the public brand style guide as well as creating the pattern library in collaboration with the engineering team
• Building up the marketing asset library for fast commercial response
• Creating a supportive ethos within the creative team and maintaining constructive feedback loops within the design team

Cronycle is a web platform for content creation, collaboration and communication, offering personalized news feeds and the ability to generate and export reports. Planning to go from MVP to a full scale product, my responsibility was to increase user engagement, optimize conversion flows, and prepare the product for the premium market.  

    HIGHLIGHTS____

• Introducing interactive prototyping for live reviews when redesigning the beta pages of the platform
• Applying interaction design principles and audience feedback during the design process of the premium and enterprise functionalities
• Creating dynamic pattern library to shorten the transition from design to code
• Cooperating with the marketing department during user testing, supplying questionnaires, validating feedback and prioritizing updates
• Organizing the design tasks between the members of the design team and overseeing the asset usage to ensure consistency

ICX4 is a data research B2B desktop application specifically developed for financial institutes. Preparing for the market launch, my responsibility was redesigning the interface to be intuitive, efficient and consistent between the product moduls. As well as laying the foundation of a dynamic style guide and the pattern library for later expansion. 

    HIGHLIGHTS____

• Creating a shareable, dynamic pattern library based on atomic design principles
• Designing modular application pages with  interaction design principles and audience feedback in mind
• Founding and testing the visual strategy of the application as well as applying it iteratively on the upcoming pages
  

Installer is a productivity tool developed for Android environment to speed up the testing of wireless charging stations. The application was in the launch phase with most of the functionality developed when I joined. My responsibilities included optimizing the user flow and designing an intuitive interface, as well as establishing the design strategy for the Android and the upcoming iOS app.  

    HIGHLIGHTS____

• Creating wireframes to visualize the main user flows and available interactions 
• Applying material design principles during the creation of the app design strategy and the set up the color system
• Laying the foundation of pattern library including page layout options and element hierarchy
  

Medusa is a real-time visualization of GitHub code repository of the Cardano blockchain: a 'living artwork' where the entire project history and engineering work can be explored. In collaboration with the development team I defined the visual representation of the available data and led the creation of a UI kit for the upcoming Medusa interface. 

    HIGHLIGHTS____

• Actively contributing to the project research on the possible interactions offered by the data engineering team
• Compiling the visual theme for the project based on the industry trends and transfer the assets to the development team
• Designing GUI in close collaboration with the development team
  

Investors in People offers management training and accreditation to organizations in leading and supporting their people. Started out almost three decades ago as a government project they have gained private ownership a few years ago. Communicating their values and opening towards a wider target audience was the main goal of the brand and platform refurbishment I was entrusted with.

    HIGHLIGHTS____

• Analyzing the existing platform in order to find the conversion leaks and broken user flows and compiling a more intuitive navigation system
• Updating the brand, with recognizability in mind, for a fresh and young look to hit the visual language of startups and SME businesses
• Redefining the content architecture of the existing pages and creating page design to increase visitor engagement and to support community building
• Supplying the marketing team with the asset library needed to take the project further

Symphony is an interactive 3D explorer that allows users to traverse the topographic history of the Bitcoin blockchain. Symphony 2.0 also has a virtual reality component developed in addition to the web experience. Coming up with the visual theme and defining the interface component were my main responsibilities in the strongly collaborative project. 

    HIGHLIGHTS____

• Designing the GUI and founding the UI component library for both the web and the AI interfaces
• Crafting the space-experience inspired theme for the project and expand this visual direction to bird views and closeups  
• Supporting the promotion efforts with state of the art marketing materials

Artcollex is an asset management software specifically developed for private fine art collectors. Working closely with the founder team I helped to shape the MVP, the messaging and positioning of the product. I built up the product pages from sketch to live prototype based on the specifications and feedback collected during the review rounds. 

    HIGHLIGHTS____

• Transforming the development specification into low fidelity mockups for fast review then building up the interactive prototype for live user testing
• Collaborating in the market research to map out the competition and analyze the existing products on the market to find niche-features
• Building up the visual language and brand messaging that can click with the target audience
• Contributing to the marketing efforts by designing and optimizing landing pages

Dachfreelancer is a web application offering a platform for freelance gigs in the German language area. The project was in the prototyping phase when I joined, my responsibilities included creating a visual strategy and designing the first user flows. 

    HIGHLIGHTS____

• Mocking up the layout of the core pages that compile the first user flow from registration to contacting 
• Defining the visual strategy of the platform, including the design of the font logo and the interface patterns of the page moduls 
• Creating intuitive user interface design that was aligned with the target audience heuristics and shoved towards high engagement

Contact me via hello@juliannasudi.com

All rights reserved © 2020 Julianna Sudi Design Strategist

 Home - Works - Biography - Publications - Design Guideline