https://www.iamchien.com/work daily 0.75 2019-12-03 https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545551132882-AUVF0XMAUUX9EVBHONOP/product-lead2-pb-custom.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544425579404-X79ORUAWK785VZRDGWV8/layout-mobile.jpg Product Case Studies Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544062071552-DROD5WJSZAQUAWZBGJEP/pb-custom-competitors.jpg Product Case Studies - Competitive Analysis We referenced other best-in-class sites that offered customizable options that included Crate & Barrel, Jonathan Adler, and JoyBird to name a few. How did they tell the story of custom upholstery? We noticed many sites used video and multiple pages to explain their process but often needed too many clicks to actually get to product that could select custom upholstery options. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544315609739-XPY5KNGYJJ0SZ0VOJYLS/clicks.gif Product Case Studies - User Flow Product management’s initial ask was to create a “Custom Upholstery” landing page as well as a “How It Works” landing page. Although this would ultimately create a more aesthetic experience, it was clear from our online consumers they wanted to get to product in fewer clicks so we made a “Custom Upholstery” and “How It Works” hybrid page which eliminated an additional click. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544313407303-GXWN4EH3VTY7CJAOHB2J/layout-desktop.jpg Product Case Studies Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544484699699-2XECPYBW5NO7K1TBN425/postits.jpg Product Case Studies - Card Sorting + Customer Journey For a clearer understanding of how online consumers shop for custom options, we brought in 10 consumers who were ready to do some redecorating in their home. Our research team asked a series of scripted questions such as: Do you normally start with a product specific or room specific project? How quickly do you want to find product? Do you have a pattern or color scheme in mind? etc. Once we got their responses we were able to card sort their answers. We indicated how many times the same answer was recorded to helped create a prioritization of content hierarchy. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545104289744-HZCXKAS0DJ8Q6GUHW1Q1/layout-mobile.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544665452174-PLR48Q3X7RWVDZKA5RHV/cards2.jpg Product Case Studies - Card Designs In Sketch, we created all the UI elements in all the different scenarios we identified in the wireframing. Once we created winning designs for wayfair.com, we then rolled the card designs into the skins for our other sister brands. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544595429754-VHX2UYC8FXLXY7S9RVQG/flow1.jpg Product Case Studies - User Flow + Customer Journey We started white boarding all instances where product cards currently appear and also where they should appear. It was disheartening to see an online consumer might have to click 4 or 5 times before they even land on a PDP (not to mention the additional clicks they would need to get to Cart and Check Out). Furniture > Living Room Furniture > Sofas, Sectionals & Loveseats > Sofas > SKU: ZIPC7699 It was clear the goal of one-click-to-product would be much needed, in addition to a mandatory UI clean-up. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545551230315-JU8P73ENHZ5LBYGX4IFL/product-lead2-wf-blitz.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545104314378-HAX6YDS8NUF5S2XJOBGC/layout-mobile2.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544596029996-956ZU58JNIR9Z9O26FH2/cards.gif Product Case Studies - Wireframing In the wireframes we laid out the different type of page layouts that would house the new product card designs. This helped to establish the function needed for these new card designs as well as a clear view for the online consumer’s funnel progression from landing on wayfair.com through to their Checkout process. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545119469811-ONXLCQO6K6F5SV6JD2GU/research1.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545551272818-UALNQD61GU4FOA36Y7HW/product-lead2-wf-rugs.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545119810719-NJLX0A6UV7QTSDUBNCTT/layout-mobile1.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545119631972-RV5VI9QOICRJLNN9URGO/research3.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545119832911-IM8770JGLUG29AR3SLIB/layout-mobile2.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545119612104-6E10QG9ID4X8WZXK6GER/research2.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544427415993-IS11QK5EKXTYXIB27JW7/layout-mobile.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544427441529-R38K07RSTNANTC6ZMFF1/layout-mobile2.jpg Product Case Studies Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545551169599-BP84A5YANER70LKDAZ0V/product-lead2-pb-apt.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544427333999-AZAXQPZIXW45XE29GRGG/layout-desktop.jpg Product Case Studies Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1575342734847-GANJ1FJEFBJWIWRPJ7Q6/postits.jpg Product Case Studies - User Research Who is this consumer and how is she shopping? What is she watching in TV and film? What magazines does she read? Who is she following on IG? How can multi-purpose furniture needs add ease to her everyday life? Where is this consumer living and what is the average total square footage? Which rooms are the most important to be fully styled? We also had the online consumers submit home mode selfie videos that showcased their current living spaces. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544507037214-QXDYGW5Y8TK6BHWJ4JLT/pb-apt-competitors.jpg Product Case Studies - Modern Site Comparisons Instead of doing a traditional competitor analysis, we chose to look at the other sites that our consumer is already shopping. For this new initiative we knew it was imperative to look more at the consumer lifestyle than just the immediate home decor competitive landscape. Sites like WarbyParker.com and Leesa.com have set a new high bar for online shopping with their slick transitions and checkout flows, as well as ideas & inspiration rich content blocks and IG posts. This ultimately culminated into the following video that references the need for multi-functioning furniture pieces, ease of shopping online, as well as the videos submitted (Video: Nick Testa). https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825658133-QW4GD0FXE6NN3UXCNE99/patterns-ui.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825467739-23V138YLS632GX77WRT8/patterns2.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545551309933-MG7PQIIZDCSNRKA8RQ1C/product-lead2-wf-patterns.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825526883-B6MHH2ZC26XOYBYVSCIM/patterns5.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825489487-MUSTSEV2YKHGBQI7YPCO/patterns3.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825511048-ZSTU96T8SX9568AS5UTL/patterns4.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545104446658-APLTOIAPSRXHLXG5QJXE/patterns1.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544825579305-CB4IX8O6D2V6246RSRXO/patterns-ux.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543797326979-CXN4S7OMQ4R85D5E39YJ/pb-custom.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543809427075-LKYGLBY6EX8UE7HJLJC5/wf-blitz.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543809445846-42ZM20VOR3TZG0HWS2J8/wf-filters.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543809478250-NWAFH3EMEO60SFUBIYDE/pb-apt.jpg Product Case Studies https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543966841946-8KGMXQCM9HF55TPFDHF1/wf-guides.jpg Product Case Studies https://www.iamchien.com/marketing daily 0.75 2021-11-15 https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545189800294-EZW8MRNHLGCY54AOQXL3/cataloglearnings.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545190312781-QMPN97XMEHWYD9OOHTDM/guides3.jpg Marketing Materials - Emails It’s been an incredible observation to see where Wayfair emails started and where we landed. In 2012 creative executed mobile and desktop versions of marketing emails that were not automated (Daily Promotions that pulled imagery from online assets). By 2014 it was mandatory that one email design be responsive for both desktop and mobile via stacking and live text outside of images. This increased creative productivity by eliminating creative production. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545190421339-3WLM8XYHEDU38VJXK58J/elevtors-intro.jpg Marketing Materials - Workspace Signage + Elevator Walls By 2016 Wayfair had 6,000+ employees in the Boston Copley towers that housed a multitude of open work spaces as well as mini conference rooms. We needed an easy way to find where a meeting space was located. Way Findings signage was created to allow employees to find their meeting space and elevator corridor murals were created for external visitors to meet their respective counterparts. Below are examples of how we incorporated the different Wayfair sister brand photography on each floor. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545188106204-F36VYTSS0WC4NR3FWVCY/guides-thumb.jpg Marketing Materials - Seasonal Guides To keep E-marketing fresh, we developed seasonal style guides to make sure all of our marketing materials were visually consistent across web, print, direct-mail, and TV. Textural elements and colors were incorporated to match the season’s category initiatives and most recent photography. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545188129581-MDK9MGTWMPMY6C5O6PPH/guides.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545190339331-1V38LWX6OT103MF87KFP/emails.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545191392422-7V20G2UG17XVW59CG4RU/catalog-thumb.jpg Marketing Materials - Catalogs When I first started at Wayfair, it was truly an online tech company. I often asked Niraj and Steve (the two founding CEOs) when we would break into print and TV and they laughed at the proposition. Eventually they agreed to test these mediums and found they were incredible revenue drivers as well as consumer acquisition opportunities for the online home decor shopping landscape. As a data driven company, we tested how direct mail pieces performed via creative, number of pages, categories, etc. My challenge was to include content driving ideas along with references to shopping online. We measured conversion of each mailing because ROI has always played a huge part in Wayfair’s design execution. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545197759205-Z3OOTYJ03ZIP4O5P9GMG/billboard.jpg Marketing Materials - Billboards Marketing research showed that brands that offered brick and mortar establishments found an increased visit to their online counterpart. Wayfair’s solution for being solely an online entity was to buy billboard space for similar physical marketing. We targeted the cities of Boston, Chicago, Dallas and we found a huge increase to online visits due to these locally targeted billboards. This essentially led to Wayfair investing in signage on the exterior of the Wayfair headquarters in Boston. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545038509913-5T8VV5073BLM4HAFT040/mktg-lead-wf4.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545251629703-9YLGZY9DKYURDYD72HT6/wayfair01.gif Marketing Materials - Design Evolution vs Design Revolution Back in 2012 the Wayfair logo included “.com” and used dark print centric colors. A lot of money had been placed into the re-brand so my job was to establish a subtle design evolution to make the logo work better for digital needs. By 2015 we dropped the “.com” for the website, shrunk the pinwheel, used web safe colors, and eventually moved the pinwheel to the left making it easier to place in a header. If you look carefully you will also notice we softened the serifs and added a curved tail to the “Y” to make the logo more playful. Below you will see how the site evolved as the brand did. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545188067292-175ZT24SQGTK1VTTPBN1/guides2.jpg Marketing Materials - Marketing Guides While at Wayfair it was important to create working docs both consumer facing and internal facing. It was important for me to give Wayfair Creative a voice at the decision making level internally as well as a brand voice for the consumer. By creating these guides, we eliminated internal PM and Senior Management personal and subjective feedback so we could focus on consumer and functional feedback. If requests didn’t meet brand guidelines that were established, we’d move on. The following guides focus on consumer facing guidelines. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545250976264-CCK2QFHUKCCEELIBS4RW/guides-mktg.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545251678377-CR3VJVDNQO6CPPT4HDHB/site.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545199914470-R6WFBHFWHD14YOR3BSID/displayads.jpg Marketing Materials - Display Ads Display ads might likely be the bane of every designer’s existence but so integral in consumer acquisition and personalization. At Wayfair we had a dedicated team that focused on creating automated display ads as well as seasonal campaigns. These ads were all tested to death and a great learning was what we thought were our best looking ads were not always the best performing. Results really laid in the eyes of our consumer. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545190398108-85YHRBJRMHO1CL51OS1B/elevtors.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545201354503-SDZ6U6KXKSMQAZ67ZO56/tv-thumb.jpg Marketing Materials - TV Commercials Video is an extremely expensive form of marketing. As with other marketing materials, a close eye was placed on video to make sure ad spend generated a positive ROI. The Wayfair musical quickly became the best performing ad (you either love or hate the jingle — sorry not sorry!) and took years to beat through multivariate testing. The following are a few examples of the best performing ad, the behind-the-scenes of that ad, and a content piece that not only provides decor advice, but also references how to shop online. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545029625428-QD03O47JAATCVU53IPJG/mktg-lead-wf-reg.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545254427030-4082FBY6Q40JO57KGHXD/catalog.jpg Marketing Materials - Catalog + Photography We wanted to bring the playfulness of the Wayfair brand into the Registry catalog. Could we incorporate our successful musical TV commercials into our photography? You bet we did! For main catalog and site assets I worked with a wonderful team at Pirello Photography and shot Wayfair exclusive items from Kate Spade with the internal Wayfair Photography studio (Photo Director: Jane Rawnsley, Lead Photographer: Allie Krieder, Stylist: Fiona Hart). An important factor we took into consideration was to get photos of people interacting with mobile devices as Wayfair did not yet have a brick & mortar retail store (most of the competitors did). https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545262488844-B2O5Y9ZDMZ3KSU29566Y/web-browse.jpg Marketing Materials Lead Product Designer: Saige Cavayero https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545260465050-HA5VKHSJWWIAQ0IGX9B7/photo-thumbs.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545261173013-41624UPOGOVL2UREM7DZ/web-thumb.jpg Marketing Materials - Online Registry For the Website we looked at millennial sites for inspiration. We wanted to incorporate a lot more white space than the Wayfair.com site. Below are a couple mocks for the Registry site. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545257575049-713NHIGTGHWE6KIJXCX1/WayfairBridal_CoffeeTeaLovers_1.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545257799456-P2B5E4ESV67S4TWDH39I/WayfairBridal_BreakfastTime0344.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545262439941-0DZU6SLPO56HJWPE4APE/web-landing.jpg Marketing Materials Lead Product Designer: Saige Cavayero https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545262523661-9UA0KBQYOACLANHVXZ3O/web-collections.jpg Marketing Materials Lead Product Designer: Saige Cavayero https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545440885968-N8FO6UKE3DH1TRN94CJQ/mktg-lead-pb-lilly.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545266332223-UNDINIL092I9I0U1NCS3/layout-desktop2.jpg Marketing Materials Lead Designer: Sara Creef https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545265221546-HI6BIU13HRR5GP0XZUGX/mktg-cropped-pb-lp.jpg Marketing Materials - Catalog It was quite challenging to get the creative owners of both brands to approve images that represented their brands respectively. There were a lot of egos at play but the final imagery managed to come through. The Lilly Pulitizer patterns are quite loud and graphic in comparison to Pottery Barn’s subtle branding. I’m not a stranger to working diplomatically through these types of situations. In hindsight, I think we could have done better with a lead image as the both the PB and LP logos are really hard to read against the leaf wall. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545267211739-VJUCTXS6J8YD3HHXZTOB/emails.jpg Marketing Materials Lead Designer; Shane Tango https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545266085564-OQNN0TS6J165MCEYPW5D/layout-desktop.jpg Marketing Materials Lead Designer: Sara Creef https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545266507312-LAC3OQ8UKZ4E8T0HDMHX/email-thumb.jpg Marketing Materials - Emails The email team did an excellent job bringing the merged brands into effervescent designs. Below, from left to right we have the Coming Soon, Early Access, Bedroom Category, and Outdoor Collection Category emails. Unfortunately Pottery Barn’s back end format did not allow us to make these emails responsive. That would have made this project even more successful in my opinion. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545265256245-RS1XV4OY64M8GDIPTY59/book.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545265753023-R701U6BO9S6CI64LSDLL/web-thumb.jpg Marketing Materials - Website To the right are two examples of the homepage heroes. It was really fun for the team to see the traditional Pottery Barn logo in a hot pink! Below are the mocks for the microsite: https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545346767798-AOS9X90ON0SJNBN94MLB/web3.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545272035688-G5QJS0FN4RBBNP5LW0JH/blackbook4.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545272060780-M99HO5KH44LNDW61J3Y6/blackbook5.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545272085224-O447CPSMJJQSA5MYHMF0/blackbook6.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545273706478-Z50PL7CVCWQM1QV8ZDGF/web-coming.jpg Marketing Materials - Microsite The microsite was a means for PUMA to announce the newest high-end collaboration with Alexander McQueen. It would be the first unveiling of the ManCat. What was important for me was to keep the inspiration essence present throughout the site. Nick Knight’s ManCat provided a new vision of the puma, and McQueen’s inspiration of the human anatomy both had to be prevalent within the microsite. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545270336191-PJ3RABC9O2BW9IWCBU6I/mktg-cropped-puma-mcqueen.jpg Marketing Materials - BlackBook Editorial Print Advertisement The fashion industry caught word about the PUMA + McQueen collaboration and Blackbook offered PUMA a rare opportunity to place an exclusive ad in their magazine. I immediately knew this ad had to be unusual and out-of-the-box. With McQueen’s inspiration of the human anatomy I came up with the concept of working with transparent vellum where the reader would literally peel away the layers of the human anatomy to reveal the PUMA + McQueen collaboration shown in the images below. I personally believed it accomplished communicating McQueen’s inspiration of human anatomy as well as the introduction of Nick Knight’s ManCat. Most of all we saw a huge drive in traffic to the micro site when the publication released. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545271970042-F2L9PGZC1KDJUJKB9WY2/blackbook2.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545346717082-0Z9MRGSMVFJB64H48ZNQ/web1.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545272001307-NR8VMVG2VCAB40920QI9/blackbook3.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545273916820-4D82P18PG23NIIC82PZ4/mktg-lead-puma-mcqueen.jpg Marketing Materials ManCat for PUMA courtesy of Nick Knight. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545348185536-2ML1VSO45LFBNBQ8T5LG/shoebox1.jpg Marketing Materials - Shoebox Another honorary task for this project was being asked to design the retail shoeboxes for PUMA + McQueen. The punched holes on the side mimicked the pegs on our Black Station walls in retail stores which all tied in to our other marketing materials. As the consumer slid off the cover to get to their shoes the ManCat was revealed on the sides. In the world of marketing where campaigns normally end their lifespan within two years I am so proud to say PUMA is still using this box design after a decade. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545271948778-P0RX9823O4X89QGTZJZF/blackbook1.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545348085120-650FQWF6VTJJSHQ5ALIT/web2a.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545443622823-8UC8AI8VKJNZK2N0SAQK/lookbook-thumb.jpg Marketing Materials - Lookbook Look Books are often the last marketing piece for a fashion line. My task was to make this marketing piece inexpensive yet branded so it didn’t look like it could belong to another label. My solution was to incorporate the Black Station branding I had created as a backdrop for the season’s looks. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545532292579-UVZJ7A64NJZMR6N8PHAS/pop-main.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545877125523-G80KKH053VJBKESXN935/bags.jpg Marketing Materials - Shopping Bags Shopping bags were designed methodically by what needed to be packaged: accessories, shoes, boots, etc. All bags mimicked the business cards and print materials with different varnishes for the different logo collaborations. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545871421945-4N1PJPREDHGAPCI7262R/invite.jpg Marketing Materials - Store Opening Invitation The store launch invitation was an extension of the business cards where different varnishes provided a depth of design on an otherwise flat piece of marketing. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545378481631-UYRGY4R5VIO5TDAA6E0I/mktg-lead-puma-blackstation2.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545855624399-6C355S5VV8D4JFVVW9R2/store1.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545871573644-ZZBYYY7VKTUMTJB8IVXD/store-thumb.jpg Marketing Materials - Store Launches The store launches were huge endeavors. The “logo blocks” displayed were used on shelves to identify which collaboration the consumer was perusing — especially helpful in partnering stores like Barney’s and Saks. Below I’ve included some mocks of the logo walls that were designed as “peg walls” where the “PUMA U-Bars” could be configurated depending on the product that was to be displayed. In the photos you will also see how we used the PUMA “form-stripe” as a bench and a shelving unit that mimicked stadium seating (a wink to “sport-lifestyle”. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545869403501-3G4MTCOHYFCXUKI9MOVJ/walls.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545870803965-87W07IU71WB3OXC3JWU6/business-cards.jpg Marketing Materials - Business Cards For all print materials where there was enough budget, I explored the use of varnishes instead of regular flat grey scale outputs. This sort of execution provided a lux feel and stood out from regular print materials. This execution is best seen in-person. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545029591129-RFR98529ONTK3SPK69U2/mktg-lead-puma-96hours.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545387937796-I8KKZEX0VJ3BKJ08TIBG/96hours-magalog.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545508040871-JYOL2YSP3JQYTG0WKFZD/96hours-lookbook.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545855646533-47GDGVH0GMXZE2K9JD9N/store2.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545373016708-VSKP7KIG3KQ5QY1IYZZS/mktg-lead-puma-blackstation.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545532112255-XIKXMH7X4Q2S5DMN94UK/pop-thumb.jpg Marketing Materials - POS/POP + Billboards PUMA 96 Hours had not released a campaign in 3 seasons so having this concept approved was a big deal. As a creative it’s always fun to have a budget for single/double page print ads as well as billboards. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545876650087-19H97CJH1LZT2F6NUJVI/identity.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545379934204-2XR8WYNQSY97K5V2OGZW/concept2.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545875090005-PM3Z4PSKSQJEJRQKETX0/identity-thumb2.jpg Marketing Materials - Identity As part of the “sport-lifestyle” concept we really liked the idea of carabiner hooks as a practical yet functional device. We knew we would be using these hooks storewide as hanging devices and explored whether they could be incorporated into the logo. Ultimately we went with the safe logo lockup but below are a few of my favorite explorations. When creating a new identity I like starting with basic and traditional font styles before delving into literally dozens of visual options. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545383332145-0X67Z4YGS12ILULHP9PO/magalog-thumb.jpg Marketing Materials - Magalog To celebrate the approval of the PUMA 96 Hours “elevator” concept I wanted to encapsulate the “feel” of elevator materials in the magalog by way of using an aluminum cover. The actual magalog was encased in a metallic envelope that had to be torn to reveal the content — a commitment to continue the journey into this revealing of a new campaign (every time an elevator door opens you don’t know what will be on the other side). The final magalog had an aluminum back and front cover to mimic the sensations of pressing the buttons within an elevator. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545376311615-JBAOANWMV3TIKX86US8E/concept00.jpg Marketing Materials - “Elevated” Concept Attempting to think outside the box for this campaign I actually went back inside a box by thinking of what an active international traveler had to experience everyday: an elevator. Elevators have become an integral part of urban living and i thought it would be an unusual way to encapsulate this collection by juxtaposing outdoor sport with urbanization. We rented a studio space in London and constructed a makeshift elevator as the landscape of our photoshoot. Icing on the cake was nabbing my first choice campaign model, Freddie Ljungberg, who was peak Swedish soccer star and Clavin Klein model at the time. He encapsulated the essence of sport lifestyle with lifestyle fashion (Photography: Phillippe Geugen with La Souris Photography). https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545018766929-BB2IL35TOEXKE2TTH34I/mktg-cropped-wf.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545019532036-5U84EOW12ANNX4ZX45DA/mktg-cropped-puma-mcqueen.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545019688725-9HQH1J93V0N3R8QB698T/mktg-cropped-pb-lp.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545020452267-Q3JV2V16W2GXLOUZUL46/mktg-cropped-wf-reg.jpg Marketing Materials https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545443384807-VS85BZIQCA4OGKPBVKN2/mktg-cropped-puma4.jpg Marketing Materials https://www.iamchien.com/about daily 1.0 2025-10-17 https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545441376367-77PPH3Q03TZ624CWACJJ/about03.jpg About Me https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544511515672-G4VQJ8OH46UDPHE3WTRI/about-invision.jpg About Me - Product Design Philosophy A nurturing team culture that encourages constant growth and learning is extremely important to me as a leader. I’ve managed teams of 60+ (local and international) that have consisted of product designers, photographers, copy writers, and traffic managers. Check out this article from InVisionApp about my design philosophy. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545012315761-MV6JAASL71T318TJD8H3/about-illustrations.jpg About Me https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544823065150-MSE8UHKFBLGMP2UQZ89U/about-cycling.jpg About Me - Motivation Goes Beyond Inspiration doesn’t just live within the workroom. I also inspire people in their health lifestyle. I’ve been an indoor cycling instructor with the Equinox since 2006. Most recently I’m part of Equinox’s Cycle For Survival which has raised over $22M for rare cancer research. Let’s also sweat and feel great together! #fuckcancer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545010112661-E3SSZLF4LU098E46X9HL/about-madge.jpg About Me - Where It Began I started my creative background in illustration and painting. Viewing my Product & Marketing portfolio pieces you’ll see I bring a tactile element of design through textures in my work. I was honored to get three pieces published in a UK publication of Madonna In Art by Chaucer Press. Below are additional paintings and illustrations for various clients: https://www.iamchien.com/potterybarncom-custom-upholstery daily 0.75 2018-12-23 https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544313407303-GXWN4EH3VTY7CJAOHB2J/layout-desktop.jpg Copy of PotteryBarn.com: Custom Upholstery Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1545535101552-7BG8UK7OPE4DPRJPE072/product-lead.-customjpg Copy of PotteryBarn.com: Custom Upholstery https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544484699699-2XECPYBW5NO7K1TBN425/postits.jpg Copy of PotteryBarn.com: Custom Upholstery - Card Sorting + Customer Journey For a clearer understanding of how online consumers shop for custom options, we brought in 10 consumers who were ready to do some redecorating in their home. Our research team asked a series of scripted questions such as: Do you normally start with a product specific or room specific project? How quickly do you want to find product? Do you have a pattern or color scheme in mind? etc. Once we got their responses we were able to card sort their answers. We indicated how many times the same answer was recorded to helped create a prioritization of content hierarchy. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544425579404-X79ORUAWK785VZRDGWV8/layout-mobile.jpg Copy of PotteryBarn.com: Custom Upholstery Product Design: Shane Tango, Copy: Emilee Schumer https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544062071552-DROD5WJSZAQUAWZBGJEP/pb-custom-competitors.jpg Copy of PotteryBarn.com: Custom Upholstery - Competitive Analysis We referenced other best-in-class sites that offered customizable options that included Crate & Barrel, Jonathan Adler, and JoyBird to name a few. How did they tell the story of custom upholstery? We noticed many sites used video and multiple pages to explain their process but often needed too many clicks to actually get to product that could select custom upholstery options. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1544315609739-XPY5KNGYJJ0SZ0VOJYLS/clicks.gif Copy of PotteryBarn.com: Custom Upholstery - User Flow Product management’s initial ask was to create a “Custom Upholstery” landing page as well as a “How It Works” landing page. Although this would ultimately create a more aesthetic experience, it was clear from our online consumers they wanted to get to product in fewer clicks so we made a “Custom Upholstery” and “How It Works” hybrid page which eliminated an additional click. https://images.squarespace-cdn.com/content/v1/5bf45eabb27e397e0aeeab9c/1543797326979-CXN4S7OMQ4R85D5E39YJ/pb-custom.jpg Copy of PotteryBarn.com: Custom Upholstery