Design and Creative Direction

Products, Services, Experiences

As a user-centered design director, I lead by challenging, motivating and nurturing creative teams through all stages of the product design process. Drawing from 13 years experience directing the creation of web, app, game console and exhibition experiences while collaborating with varied business & product stakeholders, I lead end-to-end creative product thinking, unique brand expressions and user experience best practices—all with a special attention to visual design polish. Serving as an empathy advocate for the user and a bridge to product management, I support and encourage designers in crafting delightful interactions while fostering an environment for designers to best explore, communicate and execute their ideas.

Contact me for more information including process and un-released work.

Sony Design Leader

As art director at Sony for 5 years, I lead the internal visual design teams on the PlayStation console, app and web platforms. From workshops in phase 0 to production crunch time, I have a proven track record launching 4 major product releases and over 6 product updates. I lead design critique and engage with all kinds of stakeholders from product, business, development and design to present, communicate and facilitate collaboration. Including leading internal teams, I have led engagements with outside agencies for motion graphics and UX concepts where needed.

PlayStation 4 Home Experience

As an art director starting at Sony in May 2012, I joined the design team working on the PS4 user interface. I helped establish the current content launcher framework, visual design treatments and transition animations.

PS4 Content Launcher

Sony Sports UX

In 2014, while stationed at Sony Design headquarters in Tokyo for one year to work on a series of Sony Sports wearables projects, I served as both a UX researcher and an art director for visual design. Efforts included biometrics sensor prototypes using Unity3D game engine, motion capture prototype, field user testing, interviews, video scenarios and guerrilla testing. Outcomes included a design system to unify Sony Sports applications.

Sony Sports UX

PlayStation Profile Redesign

In 2016, I directed the re-design of profile which added new features to enhance identity personalization (including color picking associated with user's background image), game list to compare with friends, user's media and social activity feed.

PS4 Profile

PlayStation Activity Feed Redesign

As part of the 2016 re-design, I directed 4 designers to re-imagine the PlayStation What's New activity feed to give users real-time views of their friends and follows activities. Using an innovative 2 column scaling layout, activities are shown on the left while the right side displays trending live broadcasts, videos and screenshots.

PS4 What's New

PlayStation Live Detail Redesign

The redesigned game page for PS4 takes advantage of a new menu system that surfaces notifications of new content while the content scales larger when in focus. In concert with the upgraded hardware launch date, I directed 4 designers on a tight deadline as we simultaneously designed this detail experience, What's New and Profile.

PS4 Live Detail

PlayStation Communities

In 2015, after my year abroad at Sony Creative Center Tokyo, I was brought in to direct the Communities project with little time to iterate. I directed a team of 4 designers through a stressful period of uncertainty and we launched on time, providing a feature to PS4 that had been requested by users for years.

PS4 Communities

PlayStation Off Console

Integral to strategic initiatives to increase user engagement with the PlayStation ecosystem, I am leading the design of web and app experiences. In 2016, I directed phase 1 of the PlayStation Network web project to put social linkage across Playstation.com properties internationally. I led the initial engagement with an outside agency for UX concept work and then the internal visual design. Phase 2 includes the full web experience launching later in 2017.

Web Social Toolbar

PlayStation Mobile Store

Launched 2014

Directed the design of PlayStation Mobile Store that shipped in 2014. Starting with an outside agency, I directed the output of UX design concepts and wireframes. Internally, I led visual design production and directed another outside agency to create concepts for branded motion graphics and loading indicators. Then collaborated closely with engineer to produce these intended effects for the final polished product.

PS Mobile Store

Exhibition as Experiment

Acclair Art Valuation Service

Co-founded independent research consultancy to explore ideas regarding the augmentation of everyday life through the design and implementation of Neurocapital services. I direct the concept and design of neuro-aware experience prototypes exhibited internationally in museums, galleries, festivals and trade shows.

In its essence, Neurocapital™ is a system that attributes market value to brain output and can be applied to many areas of society. For the Acclair Art Valuation Service (AVS), Acclair measured participants' brain responses (EEG) while exposed to art and analyzed these responses to determine the degree of cognitive and emotional perception of the artifact—it’s "neuro- value."

This project started as a speculative work that questions the current art market system by proposing an alternative system of art valuation based solely on users' brain responses.

Design Research

Brand and Marketing

Pre-Sony creative work

While creative director at Razorfish and Publicis Modem, I directed a variety of immersive online experiences promoting WaMu and LG Mobile brands including a beautiful digital pop-up book, an Ironman "inside the suit" 3D experience, fun display ad pieces, a richly illustrated Facebook campaign illustrating LG Mobile's phone features and others.

Behance Site