Dana Deskiewicz / Recent Work
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DISCOVERY

Discovery looked to create the next generation experience of it's existing suite of entertainment properties, from Discovery Channel proper through the likes of Science Channel and TLC. With a limited budget and a need to have an umbrella branding experience for each site without feeling overly templated, I worked closely with Discovery's product team to develop a flexible design and UX system that not only works across the multitude of sites, but also across mobile and tablet devices. This includes looking at the properties in ways that not only reflected how a user views and consumes content on each site, but also through each device. By developing a rich UX and UI through both adaptive and responsive design, each site will keep the audience coming back for more.

HOW STUFF WORKS

When you're looking to figure out "How Stuff Works," there isn't a better resource than this collection of sites. In order to strengthen the brand presence and better associate the multiple offshoots under the HSW umbrella, a new branding system was created. In exploring the new identity system to house all the Stuff sites, simplicity was key. The new marks were able to be formatted with a consistent style using the "Stuff" circle as the anchor and a diverse font family. The personality of each site was elevated through illustration, color, type. A style guide was created for the brand and each of the sites for use cases for the associated logo from print to broadcast.

BRAVO

Bravo TV wanted to create a vibrant digital platform to drive engagement by empowering their robust fan base that both empowers and incentivizes fans to connect, converse and contribute. Their unique position allows them to own all conversation revolving around Bravo shows and their celebrities. By unifying their digital platforms through UX, design and content and enriching it with social stickiness, Bravo allows itself to be an innovator in the entertainment space. This strategy helps build a passionate community no matter which device they are viewing through.

PICKIE

Pickie combines content and commerce into a fun and engaging iPad app. By combining these two platforms, users can see what their friends have mentioned across social media platforms like Pinterest, Facebook and Twitter and see details about price, availability and what their friends have said. The app also provides the opportunity to purchase items discovered within the app through various vendors like Etsy and Amazon. Pickie users can also view trending items, editor picks, and a Discover page. We looked to create a warm and friendly branding with the logo and screen designs. With so much information available to pul from, the key to a smooth UX was to bubble up valuable data for a user and provide it in a snackable format that gives user a sense of discovery across the app and makes purchasing simple.

PLANET GREEN

In order to extend Planet Green's "Greensburg" series, a mobile site experience was created to foster the conversations and stories in and around the community. A user could engage passively or actively with the content surrounding Greensburg before, during and after each episode aired.

Greensburg

UMAMI.TV

Umami's is a unique second-screen experience iPad app whose goal is to give consumers a deeper, more engaging experience around their favorite TV shows, while providing TV networks and advertisers with a powerful new platform to brand and customize those experiences. Umami automatically recognizes live or time-shifted programming across dozens of channels. The app then brings you info, bios, photos, news, gossip and social conversation about the show, all while you watch. The design and UX was meant to be clean, simple and easy-to-use, accenting the user's viewing experience rather than being the primary focus of attention during a program.

POPEATER REDESIGN

Popeater was looking to continue on its meteoric rise as the ultimate celebrity news destination by harnessing the power of user data and research. A new set of business goals were developed which focused on the redesign along with the editorial, content distribution and monetization models. The strategy took on a waterfall approach to celebrity news, providing "snackable" stories, robust social features, video content and rich photography, all with top-notch editorial.

The Research:

Fostering great solutions through design centered conversation

The design focus began on traffic data and heat maps combined with an in-depth analysis of the former site to shape the new direction. From this data, comprehensive UX and user flows were developed and refined along with building and establishing the architecture through wireframes. In working with key stakeholders, the essential elements were continually highlighted and streamlined.

FANUP! Music Experience

Music is such an intimate experience, especially for the diehard fan. In looking at how social networks have changed the dynamic between artists, their content and the fan base around them, FanUp! was developed to take fandom to the next level. Trend research, technology breakthroughs along with the engagement factors of fans and artists provided a valuable platform to build the user experience off of. Here, fans can get all the essential content and information not only from sites, but social media as well. Users can "love" artists and other content, share with their networks and compete with a gaming element to become the #1 fan for each artist. Truly a fan's paradise.

Exploratory

Building a dream site for music fans

In creating the ultimate music fan portal, understanding the network as a whole is essential. User experience was a vital part in setting up the engagement points and site flow for every fan to understand and enjoy.

AOL.TV Mobile & Tablet

Aol.TV's reinvention began with the mantra to become a TV viewer's best friend. By providing all the needed resources and content to and for television shows, Aol.TV is the ultimate companion piece to any show. This not only means while a viewer is at home, but also on the go. The focus was to create a destination on any device that users can access content and information about all their favorite shows in real-time. This includes the ability to set their DVR right from the device or site.

Translating great mobile design into a great site experience

Who says you can't teach an old dog new tricks? The Aol.TV site learned from its younger siblings of mobile and tablet in providing great user experience. The network listings grid was reverse engineered using the key learnings from interactions on touch devices and translated onto the web, taking advantage of the medium by tying all three experiences together in one location. The enhanced show cards, grab-and-drag grid and show detail pages were all redeveloped as part of the initiative.

Moviefone relaunch

For its 20-year anniversary, the iconic Moviefone brand went through a facelift and relaunch to bring it into the next two decades. This included developing a fresh new brand identity, retooled web site, as well as brand new mobile and tablet apps. The project focused on the core user experiences and feedback from past features and implemented new concepts in the way movie fans engage and interact with content and each other. The site saw 20% jump in traffic across the board driven from UV's, search and social in its first 3 months.

Seeing the future of movies

The iPhone and iPad applications tied the online content and search experience along with many new social features. With Facebook integration, a user can share movies, trailers and all the latest editorial content with friends along with buying tickets directly from the app.

AOL Experience Design Studio Branding

As Aol continued to evolve, I wanted to bring a cohesive creative team presence and identity not only for internal groups within the company, but also forward facing to the public, especially as a recruiting tool for prospective creatives. With my supervision, a collaborative team effort was set in motion from the naming exercises to developing the logo and associated style guides and material. Thus, the Aol Experience Design Studio, or XDS for short, was born.

Stylelist

Stylelist became the #1 Women's style destination on the web in 2011. In continuing to be the best-in-class destination for style, the brand was evolved to the broader audience and network sites that were brought under the Stylelist umbrella. The result is a more modern and friendly feel that offers users a variety of content and social features.

PLAY

PLAY is social music sharing and discovery application for music fans everywhere. It was developed to connect fans closer to their own music and all of Aol's music content offerings. From the ability to change album art, share and post on songs and albums plus keep up-to-date on your favorite artists tours and news, Play puts the best of music at your fingertips. Think of it as a musical diary. Play had over 500,000 downloads in its first 6 months.