Lena Cardell

DoubleDutch Website

Lena — Wed, 28 Apr 2010 11:03:42 +0000

Since the DoubleDutch app is an example for potential partners, my goal with the website was to provide a clean, enterprise-friendly look and feel rather than your typical, consumer-facing iPhone app landing page. It provides specific use cases for key verticals, and broad suggestions for other types of organizations.

I completed the design and development of this site in 3 days to meet a tight press deadline.

Website

Visit the site

Screenshots

DoubleDutch Identity & iPhone App

Lena — Wed, 28 Apr 2010 10:24:01 +0000

DoubleDutch is a mobile check in game available on a white label basis to companies and other organizations. It pairs game mechanics with real-world utility by providing local reviews and filtered search in tandem with the game. I collaborated on the concept for the app, and developed the userflows and final visual design with both the user and the enterprise partners in mind.

The app can be skinned with custom colors and branded to suit any organization. It can deliver custom content, award organization specific achievements stickers in addition to 250 I designed for the app, offer custom local deals, and an ad-layer is in the works. The community can be siloed or opened up to the full DoubleDutch/RateItAll user base.

The DoubleDutch app itself serves as a demo for potential partners; my objective with the branding was to evoke a hip, urban feel with splashes of hot, 80s color. The base design of the app is clean and bright to serve the needs of a wide array of partners.

iPhone App

Download the app from iTunes

A companion HTML5 app is currently in development :D

Screenshots

Friends View

Check-in View

Search Nearby

Search Filters

Achievement Stickers

Reviews

RateItAll Mobile Site

Lena — Wed, 28 Apr 2010 09:37:36 +0000

This is still in development, but it should be rolled out any day now.

The objective for the RateItAll Mobile site was to provide a lightweight version of RateItAll for mobile users that brings search nearby functionality to the forefront, since local business reviews are the most likely usage for RateItAll on the go.

Here are a couple screenshots:

Mobile RateItAll Item Page

Mobile Logged In Homepage

RateItAll Website & Identity Redesign

Lena — Wed, 28 Apr 2010 08:46:33 +0000

In June 2008, I came on board at RateItall as the User Experience Lead. My first project was to overhaul the entire brand and website from information architecture through visual design. This was a huge, exciting and successful project. Despite a massive overhaul, there was virtually no user attrition upon relaunch, and traffic and content creation have increased by more than 50% since.

This user-centered redesign emphasizes content creation and conversion of one-time visitors into regular reviewers. The process has been highly iterative and agile, with many templates being adjusted over time as our needs changed and new needs were identified.

Another focus was reducing the barrier to entry. In all cases where a content creation task is initiated, I pushed sign up off to the final step to improve conversion. We also revolutionized the review space by adding an email review feature which has been quite successful in ramping up content generation.

Rebrand

Old Logo

New Logo

New Site

Visit the Site

A river of content from a user’s social circle was introduced to the homepage to improve page stickyness for regular users, who now spend hours on the site reviewing and commenting among each other.

The homepage for non-members and new members was optimized for topical content-discovery through friendly category icons and a live-updating feed. This customized topical feed can be saved as part of a sign-up process. Since the site has high traffic and review volume, this proved an ideal way of bringing people into the network without a pre-existing group of friends.

For both homepage views, buttons within the content provide enticing calls to action, encouraging content creation.

Homepage (New Member) Screenshot

Homepage (Logged In) Screenshot

Item Page

Visit this page

The item page is the most common entry point for search engine traffic, so the key here was delivering the tools for many different user types quickly.

Review solicitation is front and center, with quick access to the aforementioned email review tool.

A majority of people visiting the site are looking to read reviews and make purchase decisions. I provided revenue-generating price comparison tools and review content above the fold to solve for these people.

For the exploratory visitors, the sidebar and bottom of the page provide access to other relevant content on RateItall and direct access to sign up and sharing tools.

Item Page Screenshot

List Page

Visit this page

The focus of this redesign was to unclutter the list, provide numbers as context and improve quick access to review the items, while increasing ad revenue through in-content ad placement

Currently in development is a further improvement to this page which brings fresh editorial content to the fore and lots of lovely images :) Stay tuned for screenshots once this has been implemented.

List Page Screenshot

Old Site Screenshots

(click to view at full size)

Old Homepage

Old Item Page

Old List Page

Damien Hirst Website

Lena — Wed, 28 Apr 2010 04:42:37 +0000

My design for this site pays homage to Damien Hirst’s famous spot paintings. I selected this reference for my design because it evokes the clinical and stark feeling that is so important to his work without overpowering the work itself.

The purpose of this site is both to introduce Hirst and his artwork to a general audience while also offering a place for obscure information and detailed articles to people already familiar with him. I also included an e-commerce section to provide a vehicle for the sale of books and limited edition pieces that Hirst produces periodically. He often offers these for sale to the general public following the fulfillment of collector requests.

Visit The Site

Enter at the Flash Splashscreen

Enter the Main HTML Website

Screenshots

KC Core Website Redesign

Lena — Wed, 28 Apr 2010 04:17:17 +0000

This redesign introduces new social features and creates consistency across three Kansas City Adobe user groups while maintaining their existing branding and color schemes. Many members are active participants in two or more of the organizations, so providing access to the entire network of members through one portal was a key objective.

Another goal was to utilize screen real estate more efficiently than the existing design by dedicating a generous left column to dynamic content modules such as such as upcoming meeting information, member profiles and articles. I devoted the right column to information that should appear on all pages like sponsors, login, polls and general group information. I also ensured that the sponsors appeared above the fold and on every page to improve the ROI for sponsorship.

Screenshots

Cardell Catalogue Portfolio Website & Booklet

Lena — Tue, 27 Apr 2010 17:06:17 +0000

I’ve just redesigned my portfolio using the WordPress platform to make it more mobile friendly and to create a more consistent experience with my blog. Prior to this, my portfolio was entirely presented in flash…here’s a look.

A bit of background: I’m a voracious reader thanks to weekly stacks of books I borrowed from my local library while growing up. I decided to pay homage to those roots with this design. Couldn’t resist the bad pun, either ;)

As part of this package, I created a booklet in the shape of a card catalogue drawer to send off to prospective employers and clients. Of course I made this out of wood since I can’t resist creating something tactile when the opportunity arises.

Publication

Won an Award of Merit in How Magazine’s 19th annual Self-Promotion Design Awards

Featured in the book No Plastic Sleeves by Larry Volk & Danielle Currier (amazon)

View the Site (Flash)

http://old.lenacardell.com

Screenshots

Booklet

Federico Fellini’s La Strada Website

Lena — Tue, 27 Apr 2010 16:34:58 +0000

This website was created as a teaser for the film La Strada, directed by Federico Fellini. I have a particular fondness for Italian Neorealist Film, and this film is a favorite of mine.

I designed the look and feel of the site by layering authentic details and textures to stylistically express one of the core visual aspects of the film – traveling through the hope and despair in the poorer regions of Italy in the post-Mussolini transitional period. My goal with creating this tactile interface was to provide a more immersive experience and to help the user enter a more exploratory browsing mode.

The site itself provides general information about the film and features full-motion video clips and background music. It offers information for viewers who are familiar with the film as well as those who have not yet seen it.

Website

Launch Site (Flash)

Screenshots

Product (RED) E-Cards

Lena — Tue, 27 Apr 2010 15:59:53 +0000

I was asked to be among the first interactive designers at Hallmark to work on the Product (RED) property based upon my passion for volunteering and commitment to finding ways for Hallmark to be more socially conscious. In the first e-card I created for Product (RED), I focused on pairing the voice of social awareness with an encouraging sentiment to establish relevancy with the both the Product (RED) and general e-card audience. I worked closely with an editorial director to get the tone of the sentiment. I used my resourcefulness to help meet a very short deadline on a minimal budget by scouting and directing voice talent and on-screen talent in-house.

View E-Card

Launch E-Card in Flash

Screenshot

The second Product (RED) card was done for Valentine’s Day and I was asked to focus on attracting an edgier consumer than our standard audience for e-cards. I selected an illustrator to work with and did all the lettering myself. I also worked closely with a writer to achieve the best tone and pacing for the editorial.

View E-Card

Launch E-Card in Flash

Screenshot

Hallmark Hug-A-Bunch Plush Microsite

Lena — Tue, 27 Apr 2010 15:06:04 +0000

For this project I was tasked with representing the movement and audio for three plush, animatronic toys that Hallmark featured in their Gold Crown stores at Valentine’s Day. I utilized that season’s color palette and designed the flash feature with a fresh and creative perspective while maintaining the established brand guidelines.

The toys themselves are actually a little creepy in person, but the target audience loves sweet, fluffy toys that move and talk, so I designed a cute and casual environment for the user to play with them.

Website

Visit the Microsite (flash)