Design Director—UX, UI, and Branding
The challenge: Make cooking at home easier and healthier
“More” was created based on the fact that the simplest way to live a better, healthier life is to cook more. So how does it work? Tell us what you like to eat and what you're avoiding. Choose what days you’d like to cook; and we’ll create a customized plan of easy, kick-ass recipes that you can always change up if you need.
In addition to a custom curated menu, we provided a smart shopping list and a community aspect that is unheard of in the competitive set. Mirroring the Weight Watchers model, we found that people were more encouraged to live a healthier life while having the option for group support.
High level goals:
• Encourage users to cook more frequently
• Provide a variety of recipes that fit dietary preferences
• Create a sense of community around eating healthily
• As the design director of this project, I created a visual system that stood out from the natural greens and earthy colors that runs common in this space.
• As product designer, my role was two-fold: (1) I designed the user experience on the front end as well as consulted on the back-end CMS product in Django.
• I worked alongside a product manager, associate product manager, front-end and back end developers, and CEO.
• App was planned for public launch in Feb 2019 prior to acquisition
The app is supposed to scale recipes for a user’s family size, can every recipe scale?
No, not all recipes can scale, especially when baking or making soups. We decided to continue entering recipes as is and the back-end would dived to the nearest common fraction. However, we solved the problem with 2 solutions that the user could chose between: (1) created a way for users to “un-scale” a recipe to it’s original portions and that would be reflected in the shopping list and (2) provide a warning to the users within the recipe, “This recipe has been scaled to the serving size indicated in your settings. See the original recipe here.”
What if I don’t like the recipes that were picked for me?
We provide the option to swap recipes. In addition, we created a profile setting where you can indicate which ingredients you wish never appear in your meal plan. In the ingredient exclusions setting, we have provided the top disliked items and a search bar to select more unique items (as we found many people dislike similar things). I visually organized this screen to have a defaulted small area for selected disliked items, since the more they select, the fewer variety of recipes are available.
Why is my shopping list so long?
Ideally, after machine learning, the app would create meal plans with the same core ingredients for the week so you don’t have to buy 150+ items. In the short term, until the algorithm was smarter we decided to plan a week's worth of meals, hand picking the list to minimize grocery expenses. If a user had a restriction on an ingredient in that selected meal, it would randomly generate a replacement that did fit the needs.
Community was our unique POS in the recipe planning space. Weight Watchers had huge success with connecting people. We tested a Facebook group “@Prepped” and proved there was an interest but we needed to make the groups specific enough to serve a purpose but not so specific to dampen engagement. We also learned that our ideal engagement goal was hard to hit unless we included external prompts and additional expert insights—additional commentary from food bloggers and our expert network was our solution for in app, but also CTAs driving from email, notifications, and social.
Greatist wanted to approach the new year from a different angle—more into fun baby steps than sweeping, unrealistic lifestyle changes. 30 Days of Doable Change spanned execution in a micro-site, social, video, daily newsletter tips, and general promotion. Visit greatist.com for the full web experience of Greatist’s 30 Days of Doable Change.
Pepsi North America Nutrition requested a year-long creative partnership with Greatist.com to empower consumers to navigate healthier, happier lives rooted in nutritional choices, behaviors and learnings.
The multi-million dollar campaign offered the ultimate resources—on-site, social, newsletter, and video— for people who are trying to establish new eating habits, continue to get healthier or simply go back to basics through the voice of our expert panel and the “Generation of Us.”
Each month we tackle one large nutritional topic and dive deep into all aspects through creative verticals such as:
The Real Deal: a series of comprehensive explainers, breaking down the above topics
Through The Eyes Of: Personal journey stories as told by the Generation of Us team of influencers
The Quick Take: Quick, engaging videos that showcase the need-to-knows in :30s or less!
The challenge: Make recipes healthier
Our goal was to create a tool that would make a recipe a little bit healthier and/or fit your dietary preferences. The premise was simple—you’ve got a recipe (either URL or manual input) and we generate a list of healthy ingredient swaps—essentially a nutritionist robot.
People increasingly desire more control, in a more accessible way to simplify self-care. While there are many recipe generators out there, there are, currently, no substitution tools that don’t require the user doing a lot of the manual work.
High level goals:
• Give users valuable and usable ingredient swaps
• Make it fast and easy to convert a recipe
• Create a sense of curiosity and creativity for “healthy”
• Allow it to be sponsorable
• I was part of the pitch team responsible ideation, user experience design, and information hierarchy.
• I worked alongside a product researcher, product manager, developer, and brand partnerships director.
• Project was developed in Greatist Hackathon, planned for Greatist.com roadmap 2019. Acquisition of Greatist killed project.
What if there are multiple swap options?
Allow for user to choose one or none of the options
What if users don’t know how to use the swaps?
Platform will note original instructions, highlighting the swapped ingredient. To the side, we note additional instructions if needed. For example, you can swap flour for black beans after they’ve been cooked and blended, but liquid may need to be adjusted.
What if I have a general dietary preference?
Create a filter system that can only show you swaps that fit your needs—low car, low sugar, dairy free, gluten free, no meat
What is these swaps aren't things I normally carry in my pantry?
Allow for selected ingredients to be added to an online grocery delivery such as Fresh Direct of Amazon Fresh
How do we seamlessly integrate advertising?
• Standard ROS ads
• Coupon-able opportunities
•Sponsorable ingredient swap—Example: swap butter for 1:1 Avocado purèe (sponsored by Avocados From Mexico)
MAD+FAB is an architectural design and fabrication studio currently in the NEW INC. incubator—where new ideas are explored at the intersection of art, technology, and design.
MAD+FAB was founded in 2012 by Namita Modi, a LEED-accredited architect, and later joined by Lily Tagiuri, an environmental industrial designer. They started the Air Series to design a system of objects that address large-scale urban air purification, which can be installed in public spaces in NYC, improving air quality and public health awareness.
The logo is simple, strong, and abstract. We had to the opportunity to convey many allusions in this logo. Strong lines help convey industrial references, while also giving subtle cues to the NYC street grid. And the color helps support the concrete building materials along with the hue of air.
When possible the logo would be tucked in a corner, either bottom right—helping further support the idea of a strong building block, or top left—supporting the notion of airiness, and infinite floating space.
Room to Grow serves families from just before their child's birth through age three, providing individualized parenting education and support, high-quality material items, and specialized referrals to vital community resources to ensure a healthy and secure start in life. Room to Grow was founded in 1998 by Julie Burns, but the logo was redesigned in 2018, needing new branded materials—from business cards to donation forms.
The logo represents the three pieces of the relationship: parent, child and organization. The colors, friendly and open.
The playful animation leans heavily on the notion that young children learn most through play, therefore the three balls bouncing into place.
Time Inc. established a three pillar focus for the 2017 NewFronts: Get Real: Real Brands, Real People, Real Results. We took a direct shot at “fake news” with our trusted content and diverse portfolio. In the past year our video production and consumption has grown 100% year-over-year, it was our time to establish awareness and awe with our advertisers and media execs.
Using the three pillars as the foundation of our design, I created a building block for the event—slick geometrical pieces that exuded movement, while having a strong framework. This strategy was carried out across the event, as the shapes, patterns, and color modules that made up the logo were calculated but flexible enough to adapt to infinite applications. Visit timeincvideo.com for the full web experience of NewFront 2017.
Time Inc. jetted off to the South of France to host executives attending the Cannes Lions Festival of Creativity. Our mission? To ask the best-of-the-best creatives “why create?” It was here, where Time Inc. publicly pushed our new ‘Ask Why’ platform—a new initiative for Time Inc., a company filled with curious people across all topics.
Our design was to be made clean and organic to spotlight our new messaging and to provide a natural setting for people to “spark curiosity, ignite creativity, and inspire action” with us. The line motif signified Time Inc. as being the continuous connector between content and consumers, creating a deep web of curiosity.
This messaging was carried out across the week long event through our cabana decor, program ad, promotions, and throughout our daily happy hour event, Shakers & Stirrers. Every night we interviewed industry mavericks, asking them why they create, what drives them, and how they are pushing industry norms in the creative world.
Time Inc. a company founded in magazine publishing and has been fighting for advertisers to see them as a multi-platform, multi-facetted media company. Our goal was to launch a new corporate brand strategy—showcasing our content and capabilities by starting with new marketing materials.
The design was based on our new “Ask Why” platform. If Google is the What, Facebook is the Who, Time Inc. is the Why. We’re a company founded on our trusted diverse brands, always asking ‘why?’
This story was told through a marketing materials rebrand—refreshed to be digital first, incorporating animations and video to showcase our content, data, and insights. Visit ourstory.timeinc.com for an example.
StubHub requested creative to run across Time Inc. sports sites including Sports Illustrated and Golf.com. Focused on video content, their brief was simple, asking for short, on-brand preroll—one that could run on golf.com adjacent to tournament coverage, and a second, more universal approach.
Time, renowned for it’s political and news coverage, hosted an provocative dinner and discussion on the state of the 2016 election. Design inspired by the bipartisanship of the conversation.
Real Simple continuously empowers women to lead a beautiful and dynamic life across all components of her busy lifestyle. All this is brought to life at the annual Beauty & Balance weekend hosted in NYC.
We designed the event to be reflective of the power and beauty of women. Through out the weekend we empowered women to “Get Up and Glow” with makeovers, hairstyling, fitness classes, Real Simple editor workshops, and more. Branding carried across all elements from evite to social media, and day of activations.
Time Inc.’s acquisition of Cozi, a family planning app, naturally bridged technology with Time Inc.’s editorial content. The app has a suite of family tools including articles, shared calendars, shopping lists, to-do lists, and recipe-boxes that advertisers could take-over with custom branded content. Collaboration between Cozi and the client allowed for seamlessly integrated advertising for consumer consumption. Brands such as Clinique, Staples, and P&G all achieved above-average impressions on the app.
• 16.1M total registered users
• 11 visits per day (on average)
• rated 4.5 stars on iTunes
• Mom’s Choice Award (2015)
*as of 2015 from a proprietary Cozi Survey
Pratt Masters Thesis
The challenges associated with educating millennials on money management are vast. My solution, is called Benjamin, the personable financial assistant millennials have been missing. The app integrates 11 facets, covering all aspects of content, visuals, and UX:
1) Create a singular experience for all forms of money and accounts
2) Include advice based on user’s previous spending
3) Utilize features and respect limitations of mobile devices
4) Notifications must be personalized and useful
5) Gamification of bland material
6) Reward users
7) Include personality
8) Make learning more visual
9) Typography must be legible on mobile…kind of a given
10) Color should mean something
11) Remember the millennials
To read the full thesis, click here.