**Role**\
Director of Design, Chief Designer

**Team**\
4 Designers

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Fdd13c274-fc23-4066-8cd4-2eba6ef3ed11.jpg?alt=media&token=323f1fb9-c93d-435a-baa2-c78c9bd2d4e1","id":"dd13c274-fc23-4066-8cd4-2eba6ef3ed11","width":1920,"height":900,"filename":"aiatl.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Problem

How do you present the possibility of infinite possibilities? How do you tie the abstractness of \*everything at once\* to a physical location?

AI ATL is a brand new hackathon from Startup Exchange with a focus on generative machine learning technologies. After a burst of innovation in 2023, we and our partners wanted to build a hackathon to encourage students to buckle down and build something. It can be overwhelming when you can build anything, and a time limit + sponsored tracks can help provide the constraints that get you started.

We faced a number of challenges when designing AI ATL. This was my first project as Director of Design, with a brand new design team formed asynchronously over the summer. In addition, the whole org was under the pressure of putting together three massive events for the fall, as well as expanding Startup Exchange to campuses nationwide.

## Solution

The org and our partners agree: the AI ATL brand is powerful and represents the unique infinity of possibilities within this space. It represents not only the broadness of ideas but the process of refining them into sharp, focused products. AI ATL is shaping up to be one of our best events yet.

In addition, AI ATL represents a world-class team of student designers, with a highly efficient, rapidly moving production pipeline.

## Process

### User Research

From [ImmerseGT](https://omjha.com/immerse-gt), we learned several lessons:

1. Hit the ground running — Make sure everything is ready ahead of time

2. Advertise early and broadly — Get the word out there and don't underestimate digital platforms, so you can reach a huge audience.

3. Don't be afraid to experiment — Brainstorm from a wide range of perspectives so that you can combine the best elements and make intelligent decisions

4. Avoid oversimplifying — To stand out, a brand has to do more than look nice.

5. Get Feedback often — Make sure that you're getting responses to your designs from across the org at every stage of the design cycle. Trust your instincts, but trust the research too.

6. Don't use purple. Everything in tech is purple now. People don't want purple. :(

Startup Exchange maintains a strong practice of observing, interviewing, and conducting feedback cycles in both the local and nationwide student startup communities. For AI ATL, we took in internal and external feedback from ImmerseGT, advice from our partners and peers, and surveyed digital communities.

**Results**

From a design perspective, we received feedback that the ImmerseGT brand was strong, but arguably too simple. Participants felt that the sheer presence of it in the venue and the complexity of our design assets helped build a strong presence for the brand, but it may not do that on its own. In addition, while the tie-in to the campanile was a cool easter egg, without knowing this detail it didn't feel as connected to our home at Georgia Tech or Atlanta.

### Prototypes

I started by putting together a wide range of concepts, experimenting far more than I had with ImmerseGT.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F94839d93-b90f-4e0f-902c-f03eb7921295.png?alt=media&token=642329d3-bb2a-4689-9cb7-fe1120c2b910","id":"94839d93-b90f-4e0f-902c-f03eb7921295","width":2261,"height":1272,"filename":"Frame 1.png","type":"image/png","caption":"An initial exploration with 3D assets","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F46a08986-bbfd-4269-a887-0a34bc8d5978.png?alt=media&token=9bbc00bf-f2aa-4919-a8c5-5cc93031347c","id":"46a08986-bbfd-4269-a887-0a34bc8d5978","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.48.42 PM.png","type":"image/png","caption":"Northern Lights","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F984cde45-4968-4007-84c9-cd34d7c50a11.png?alt=media&token=ef2de3a0-71fe-4c71-b12c-f7a6823c69d7","id":"984cde45-4968-4007-84c9-cd34d7c50a11","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.48.47 PM.png","type":"image/png","caption":"What's Old Is New","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Ff0047cb9-19cb-436f-917e-5a6c738f0358.png?alt=media&token=127838c4-0397-4674-89f9-ded095952da7","id":"f0047cb9-19cb-436f-917e-5a6c738f0358","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.48.52 PM.png","type":"image/png","caption":"Orbs","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F08441f4a-68da-4a84-9a72-e09e162c8613.png?alt=media&token=52bb9c36-5109-4746-8d1a-95b07781ea50","id":"08441f4a-68da-4a84-9a72-e09e162c8613","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.49.03 PM.png","type":"image/png","caption":"Document","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F717be2aa-63a8-4d95-9ca1-b3aa63ef2e3c.png?alt=media&token=52b963e0-072e-47ba-a8fa-7c64dc044fa0","id":"717be2aa-63a8-4d95-9ca1-b3aa63ef2e3c","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.49.10 PM.png","type":"image/png","caption":"Dynamic","border":false}]}
```

For feedback, I put these pitches up as a contest (with names!) and tried to make it fun and engaging for Startup Exchange members to participate in the ideation process. This was particularly fun since we doubled in size over the summer.

Overall, the clear favorites were Dynamic and Northern Lights, almost for opposite reasons.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Fcd72c080-9127-4bd2-b3f0-af0eb8a886a4.png?alt=media&token=95e7c18b-0e64-46ee-aea0-85d79141bbed","id":"cd72c080-9127-4bd2-b3f0-af0eb8a886a4","width":1920,"height":1080,"filename":"Frame 4.png","type":"image/png","caption":"Dynamic was meant to be an evolving, changing brand","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F525d9d31-1708-4e11-89aa-2db018ef98ed.png?alt=media&token=b911cd1c-0da8-49e1-875d-f0b13e124c09","id":"525d9d31-1708-4e11-89aa-2db018ef98ed","width":1920,"height":1080,"filename":"Frame 6.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F0b5ff1ab-a382-49ef-a789-ee6a3ea177da.png?alt=media&token=035e3c2a-7c05-4e16-8465-ac68487fe0da","id":"0b5ff1ab-a382-49ef-a789-ee6a3ea177da","width":1920,"height":1080,"filename":"Frame 7.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F2de25b8b-e060-4d25-949c-f2cbce4db140.png?alt=media&token=6a6aead8-917b-4ce0-bb8c-fe62a3d3c5a3","id":"2de25b8b-e060-4d25-949c-f2cbce4db140","width":1920,"height":1080,"filename":"Frame 8.png","type":"image/png","caption":"","border":false}]}
```

Northern Lights felt very "ATL", but a common criticism was its lack of color. The pure grayscale made it feel lifeless.

Dynamic was popular for how poppy and fun it was, and how well its adaptivity fed into the theme. However, it was very bright, and very bold, and we wondered if it would be a good fit for an event where our participants ideas were meant to be in focus.

One of our designers was experimenting with patterns and visuals on another project, and asked me to help make the designs feel more "random". I realized its applications here, and we worked together to create this visual:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F9d203ad0-fed0-419f-bece-37b2ceeede76.png?alt=media&token=1fc4f59a-ffe9-4e68-a642-53e00b36be4e","id":"9d203ad0-fed0-419f-bece-37b2ceeede76","width":1920,"height":1080,"filename":"Frame 10.png","type":"image/png","caption":"","border":false}]}
```

And at the same time, I had been iterating on logomark concepts from Northern Lights. The 3D logo was extremely popular, and our team wanted to see variants in different proportions.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Feb166673-e85d-4dc7-8844-f6e7f20cb0fa.png?alt=media&token=8d3df7b2-c90e-43d7-80d3-eae352d38e21","id":"eb166673-e85d-4dc7-8844-f6e7f20cb0fa","width":2550,"height":2710,"filename":"Screenshot 2023-09-20 at 6.49.24 PM.png","type":"image/png","caption":"","border":false}]}
```

When these two visions came together, we realize we struck gold.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Ffcd07e59-e97a-48b5-b638-57feb8e2e563.png?alt=media&token=224c9578-43fc-4a1b-a8f2-4143f21facb3","id":"fcd07e59-e97a-48b5-b638-57feb8e2e563","width":1920,"height":1080,"filename":"Frame 15.png","type":"image/png","caption":"","border":false}]}
```

The generated shapes melded perfectly with the sharpness of the logo and the light bars. It produced a brand that felt both infinite and focus. It didn't take long for this one brand slide to get passed around and approved by all the stakeholders.

One final part of the process, however, was related to organizational changes. Marketing and Design, previously one division, had split in two. Having recognized from other divisions that I needed to speed up the "Brand → Deck" process, as well as setting up a system for my new design team to take the lead on future projects, I set up a Branding Kit pipeline. This process would go from Pitch → Assets in record time, and allow even non-designers at SX to quickly produce documents that matched the brand of an event.

## Final Product

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F81adc55d-86b4-4762-b6ca-05c82caa91dc.png?alt=media&token=b098cd98-3ee6-4a80-8694-53e315787e10","id":"81adc55d-86b4-4762-b6ca-05c82caa91dc","width":3840,"height":2160,"filename":"Brand Slide.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Fba6c6511-7e27-4425-9f7f-4d4a537c7068.png?alt=media&token=e4462e20-3975-41b0-8b3d-5c568372b6c9","id":"ba6c6511-7e27-4425-9f7f-4d4a537c7068","width":2448,"height":3168,"filename":"Flyer (Letter).png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F784fbe8f-c1e4-47f6-9126-5134edac1216.png?alt=media&token=794f36e2-7648-4258-be42-9ecd6fe3bfb9","id":"784fbe8f-c1e4-47f6-9126-5134edac1216","width":2160,"height":2160,"filename":"Speaker.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F16bff6d0-d9a9-4fdd-9306-b3200f327cba.png?alt=media&token=60fa5777-70f6-4e61-874c-d0ea8db36e74","id":"16bff6d0-d9a9-4fdd-9306-b3200f327cba","width":2160,"height":2160,"filename":"Application Post.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2Fd5d0c125-56f0-4135-9bfa-4062a6f97b5d.jpg?alt=media&token=0f018406-9d54-4f1a-a7a9-277bfc02788b","id":"d5d0c125-56f0-4135-9bfa-4062a6f97b5d","width":2550,"height":3300,"filename":"AIATL_SponsorPacket.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F2f85aae1-65e5-477f-a0cd-ec0c6aca68b2.png?alt=media&token=817efc86-eb4e-462a-bc28-b312c4e77084","id":"2f85aae1-65e5-477f-a0cd-ec0c6aca68b2","width":2332,"height":2218,"filename":"Screenshot 2023-09-20 at 9.04.15 PM.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fai-atl%2F7ddec7c5-1f2f-44c5-a8c7-ba336635cd8e.png?alt=media&token=89380052-7459-4f0e-a3b0-5dabb5f0cd06","id":"7ddec7c5-1f2f-44c5-a8c7-ba336635cd8e","width":3266,"height":2730,"filename":"Screenshot 2023-09-20 at 6.51.50 PM.png","type":"image/png","caption":"Branding Kit","border":false}]}
```

## Reflection

AI ATL is still coming up, so I'm still learning a lot.

Some of the things I'm really happy about:

* AI ATL is probably our best brand yet. I'm really happy with the vibe we produced and think we built our most unique and visually striking brand yet. (and we avoided the dreaded purple).

* This was the first time we worked with another team on the website, and I think we did a great job of managing work and collaboration across our groups

* The Branding Kit pipeline has made itself worthwhile already, as in the span of one week we were able to translate 3 selected pitches across different projects into full design kits.

But we learned a lot of lessons:

* Again, delegate! I was worried about pushing too much work onto brand new team members—but these are talented designers who can take on the challenge! I've managed to step back and let our new members take on more work as we near the finish line!

* Communicate often! I used to hate meetings, and I still do—but SX is now 80 members strong, and AI ATL requires a lot of teams to work together to make it happen. Designers can't hole up in one place and produce finished output. Luckily, I realized early on I needed to involve the whole org in this process, because our work represents all of Startup Exchange.

If AI ATL sounds at all interesting to you, as a participant, or as a sponsor, don't hesitate to reach out! You can also learn more at [aiatl.io](http://aiatl.io)!

AI ATL

Hacklytics 2024

**Role**\
Associate Director of Design, Chief Designer

**Team**\
3 Designers, 1 Developer

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fimmerse-gt%2Feeadc8da-beb7-4025-934a-d3b07c61d69f.jpg?alt=media&token=87bd2735-98c4-4ee3-90ba-5ec08a1c8124","id":"eeadc8da-beb7-4025-934a-d3b07c61d69f","width":1920,"height":900,"filename":"immerse.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Problem

If 2023 has proven any technology is more than just a fad, it's probably Mixed Reality. With rapid investment from Meta, the upcoming launch of Apple's headset, and increasing actual application in the workplace, we and our corporate partners were eager to see what innovative young minds could do with the technology.

I was tasked with building the brand and digital experiences for ImmerseGT, a collaboration with GTXR and an ambitious plan for a massive XR hackathon hosted in Atlanta, GA. Interest rapidly outpaced our wildest dreams and ImmerseGT had to adapt to becoming a hybrid, and even global competition that would draw eyes from around the industry. To be a success, ImmerseGT needed a brand that would call homage to both our home in Georgia Tech and our increasing reach, and play a careful balancing act of looking at the future while maintaining a professional presence we could pitch to sponsors.

## Solution

ImmerseGT surpassed our wildest expectations, becoming *the world's largest XR hackathon.* I developed a powerful brand identity that encapsulated the experience so well that even now, builders who see the shirt or stickers are taken back to a magical weekend of innovation. I also directed a team to help translate this visual identity into marketing assets, our website, and pitch decks for our sponsors, and managed sudden conflicts and budgetary constraints.

## Process

### User Research

At Startup Exchange, we've maintained a constant habit of user research—keeping a pulse on the startup community is foundational to decision-making that keeps us relevant. Through observations, interviews, and feedback cycles, we had come to realize a couple key frustrations with students in the startup community.

1. Student builder communities are fractured. Universities are one of the best places to meet your co-founders, but there's a lack of places to find those people.
2. Entrepreneurial orgs are too small. Most schools lack sufficient builder culture to generate sustainable communities.
3. Students have to go far and wide to meet builders, and this usually fails.

We'd been running some hackathons, local events, pitch competitions, and talks for some time, but we came to realize through these insights that we needed a space where builders:

1. Could work together — molding trust and community in a way awkwardly networking never can

2. Can be fully dedicated towards a goal — requiring a small time frame, because asking people to dedicate a weekend over a semester is much easier

3. Could be inspired by other groups — building in the open, and watching other people work towards their goals.

We designed ImmerseGT to be our most ambitious hackathon yet. From a design perspective, this meant a huge shift in mindset, and one that if successful, would lead to a new generation of events by Startup Exchange.

**Results**

Our first principle: *Major Events get their own brand*. Previous events were usually under the SX brand, but we hypothesized that if we wanted to tie the weekend and community into one powerful moment in time, we needed to flood the venue and our digital channels in a singular, unique brand. People should remember participating in *ImmerseGT*, not "that XR hackathon last year".

Our second principle: *Reflect the subject*. We wanted people thinking about the topic from the moment they saw the announcement. With XR, this meant using pre-existing associations: space-y visuals, dark colors and gradients that imply large spaces, and our namesake: Immersion.

Our third principle: *Be playful.* As students, we have a unique opportunity to inject *fun* into what we build. We wanted our brand to have easter eggs, and to be flexible so that participants could make fun twists on it.

### Prototypes

After our research stage, I got to work on the core brand.

I experimented a lot, but quickly settled on a logomark that would involve repeating circle patterns — it felt tonally playful but representative of the subject. Being immersed in a new reality involves your eyes being pulled in.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fa3bf9e63-8c06-4fc1-b592-348a7cf0319d.png?alt=media&token=d1125955-0865-4e3d-829a-553c194a3c00","id":"a3bf9e63-8c06-4fc1-b592-348a7cf0319d","width":3840,"height":2160,"filename":"Frame 2.png","type":"image/png","caption":"Some initial concepts","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fc051f6c0-7926-4ac7-936c-440995721cbb.png?alt=media&token=c7434aa8-452a-44e3-84d9-9c37fe7af403","id":"c051f6c0-7926-4ac7-936c-440995721cbb","width":3840,"height":2160,"filename":"Frame 3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F318720fe-e4d6-4af3-9552-fc77cb7601c1.jpg?alt=media&token=80695d5e-241e-4379-95e4-66c6addf9861","id":"318720fe-e4d6-4af3-9552-fc77cb7601c1","width":2074,"height":1374,"filename":"Untitled@1-2074x1415.jpg","type":"image/jpeg","caption":"","border":false}]}
```

However, I found inspiration while studying on campus for a logomark that took all three of our principles at its core.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fe5ef66e9-802a-44f1-b2ee-52dcc79150bc.jpg?alt=media&token=2d50f2b0-b4ed-470e-8bf8-758114faedfa","id":"e5ef66e9-802a-44f1-b2ee-52dcc79150bc","width":460,"height":308,"filename":"kessler_campanile_2.jpg","type":"image/jpeg","caption":"The Kessler Campanile at Georgia Tech","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Ff5425430-923e-4270-9bc0-a64ad803a7f8.png?alt=media&token=332377f0-3f09-4e65-954f-80938db42bcd","id":"f5425430-923e-4270-9bc0-a64ad803a7f8","width":958,"height":876,"filename":"Screenshot 2023-09-20 at 5.24.16 PM.png","type":"image/png","caption":"","border":false}]}
```

This is an old photo, but I took the shapes of the concentric circles surround our redesigned Kessler Campanile to form the core of the ImmerseGT brand:

I went through a lot of iteration, including lots of 3D experimentation next:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fc687592f-ea54-49c4-9140-8ca8501b8c08.jpg?alt=media&token=8944da55-1f34-4f19-9c80-743914179c9d","id":"c687592f-ea54-49c4-9140-8ca8501b8c08","width":663,"height":663,"filename":"2.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Ffdfb2cde-2155-46c8-84a3-d3467e7168a5.png?alt=media&token=486257e7-ba96-4c5e-90e0-87a105f49664","id":"fdfb2cde-2155-46c8-84a3-d3467e7168a5","width":897,"height":897,"filename":"Untitled - Copy@1-2074x1415.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fed74b8d3-1b4b-4d64-bee1-221aa0be22e0.png?alt=media&token=3fdd34c9-2908-47ec-98de-67e52dc1f421","id":"ed74b8d3-1b4b-4d64-bee1-221aa0be22e0","width":1070,"height":1070,"filename":"Screenshot 2023-09-20 at 5.28.46 PM.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F32790246-85b2-48dd-9696-6158ab78e003.png?alt=media&token=a52260f9-f663-4bdf-928e-2d861e8ef2cc","id":"32790246-85b2-48dd-9696-6158ab78e003","width":3840,"height":2160,"filename":"Frame 4.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Ff3fb5e56-1ed8-4028-9f25-ee0608068c77.png?alt=media&token=eccf24d5-64a5-4356-9b85-7862123e8031","id":"f3fb5e56-1ed8-4028-9f25-ee0608068c77","width":3840,"height":2160,"filename":"Frame 1.png","type":"image/png","caption":"","border":false}]}
```

I returned to the evaluation stage and gathered feedback on some of these designs from across the organization. The final concept was a clear favorite, but there were a few issues:

1. It was too dark. We wanted Immerse to feel playful and bright as well as professional, but a heavily subdued gradient made it feel invisible.

2. The complex cut-in logo reduced the presence of the spiral, and the heavily varied weights in the design would make printing complicated.

### Final Brand

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F0a816016-bb8b-4c88-8408-9a77b07dad94.png?alt=media&token=87565a8c-6544-4282-ba2f-e88fcc063c9d","id":"0a816016-bb8b-4c88-8408-9a77b07dad94","width":3840,"height":2160,"filename":"Logo + Vibe.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fbec730a6-be7b-4008-9eec-23e45441d28c.png?alt=media&token=be48167b-8233-4e85-b08d-fae21b312c7e","id":"bec730a6-be7b-4008-9eec-23e45441d28c","width":3840,"height":2160,"filename":"Colors + Typography.png","type":"image/png","caption":"","border":false}]}
```

I enhanced the gradient to add some color back, but kept it subdued so that logo felt like it was floating in space. I also added to the spacey feel through updated typography that mirrors the serious tone and wide spacing of actual space missions, and "immersed" the logomark into the text. We chose Satoshi for a powerful mix of both playful and serious vibes across our assets.

We found that not only the org, but our partners across Georgia Tech, Deloitte, and GTXR were immensely happy with this brand. However, we weren't quite done! Now it was time to produce the assets.

My main task in this phase was to delegate and guide the creation of our marketing materials, website, and physical goods like name tags and stickers.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F9b55efac-8db7-4dcc-8e24-a5e9eafc327d.png?alt=media&token=0f70b3a6-3c38-42e5-8fda-e7b45e415386","id":"9b55efac-8db7-4dcc-8e24-a5e9eafc327d","width":2550,"height":3300,"filename":"ImmerseGT Flyer.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F0cc83764-4698-4c28-b0f0-eceeb5e302cf.png?alt=media&token=ef6e559c-ea37-42cf-8171-76fdf9badc79","id":"0cc83764-4698-4c28-b0f0-eceeb5e302cf","width":925,"height":1080,"filename":"Frame 1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F75e95209-b8ab-4020-9132-4724ca6c5760.png?alt=media&token=124f1e17-4175-4f59-98e7-04740053966e","id":"75e95209-b8ab-4020-9132-4724ca6c5760","width":925,"height":1080,"filename":"Frame 2.png","type":"image/png","caption":"","border":false}]}
```

I got the assignment of designing t-shirts we would print for participants to wear, to really tie it all together. This was a spot where we could really go all out with visuals. Startup Exchange has a famous history for t-shirts on campus, and we wanted something people would continue to wear.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F84f7b1cb-93d2-4992-bab6-5cdb839b3b07.png?alt=media&token=00f334ad-411a-4d47-b954-c53890c59737","id":"84f7b1cb-93d2-4992-bab6-5cdb839b3b07","width":3000,"height":1500,"filename":"Design 1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fc926547b-af9f-4262-9857-a31c0be9e8d0.png?alt=media&token=8cbef62b-b536-49ac-ab0d-1072aee1c0b8","id":"c926547b-af9f-4262-9857-a31c0be9e8d0","width":3000,"height":1500,"filename":"Design 2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F3294fd8c-d26b-47e9-b57a-f38cf0741968.png?alt=media&token=1d6bf6a4-9e0a-4419-96ef-a78d97ab74b6","id":"3294fd8c-d26b-47e9-b57a-f38cf0741968","width":3000,"height":1500,"filename":"Design 3.png","type":"image/png","caption":"","border":false}]}
```

While these were all popular, we faced a sudden issue as the event approached. ImmerseGT had succeeded beyond our craziest expectations, and our marketing had been wildly successful. Sponsors had their budgets lined up for the year. To handle the sheer number of applicants, our allocations had to shift, so we made the decision to shift to a **single-color t-shirt**. This is a challenge for a number of reasons, but our final design is arguably better than our initial concepts.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F2e80f97a-59ba-46e1-94b8-da3e39ef5d43.png?alt=media&token=0535cbce-f2c8-4ca2-a008-99a31498a9b6","id":"2e80f97a-59ba-46e1-94b8-da3e39ef5d43","width":2558,"height":2424,"filename":"Screenshot 2023-09-20 at 5.55.54 PM.png","type":"image/png","caption":"","border":false}]}
```

## Final Product

[ImmerseGT was a wild success.](https://x.com/startupxchange/status/1668624972070387718?s=20) I'm so proud of the work the whole team at Startup Exchange put in to make this event work. Our new branding strategy proved to be effective, as months later we still receive feedback on how tightly nit the community felt during those two days.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Ff1bd995a-5d12-49af-9a53-b3abfb9108cb.jpg?alt=media&token=fe153de5-6d08-44e8-a2cf-ef9cc70a8349","id":"f1bd995a-5d12-49af-9a53-b3abfb9108cb","width":2048,"height":1464,"filename":"FyjhJelXoAEM698.jpeg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2F023ae5b1-f3a9-47c7-aea8-527fdf885937.jpg?alt=media&token=7df0c818-b2ea-411e-93b8-b9e6a1efd2d1","id":"023ae5b1-f3a9-47c7-aea8-527fdf885937","width":2048,"height":1366,"filename":"FyjhJegWAAEuser.jpeg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fff8bb17d-9462-4299-9116-544d417e8115.jpg?alt=media&token=df5d4157-ed43-42b1-bd29-a9282b35720c","id":"ff8bb17d-9462-4299-9116-544d417e8115","width":1368,"height":2048,"filename":"FyjfA7uWcAEF3j1.jpeg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2FY9Jx51xq50vIl1b9gx9I%2Fdae47682-34ef-442a-8edb-d29389da0358.jpg?alt=media&token=5edc438a-e0de-45c8-aa0e-d1435a3bfd9b","id":"dae47682-34ef-442a-8edb-d29389da0358","width":1366,"height":2048,"filename":"FyjfZb-WIAENNOh.jpeg","type":"image/jpeg","caption":"","border":false}]}
```

## Reflection

ImmerseGT was a hectic and exciting time, but it was also my first time leading a major brand initiative and running a design team. Here's a few things I learned:

1. Get started *early*. I waited too long for other teams to finalize details and get ready, when we had the information we needed to start ideating much earlier. Had we begun ahead of time, we may even have been able to budget multi-color shirts.

2. Delegate, delegate, delegate! I took on the bulk of the work early in the project when I had powerful and talented designers who were willing to help. As an uncertain leader, I felt uncomfortable telling people what to do, but we could have moved much faster as a team if I made sure to start delegating earlier. I eventually learned this as the event approached.

3. Be adaptable. ImmerseGT involved a huge number of partners, multiple organizations. and required a dynamic overhaul of Startup Exchange in order to pull off. I'm proud of Design as being one of the fastest moving teams, able to pull off incredible work in the face of short deadlines, but I think we could've been even better at finding solutions to the numerous setbacks we faced.

ImmerseGT

**Role**\
UX Designer

**Team**\
3 Georgia Tech Designers

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F758bfbf0-e10e-4e77-bf82-412e4e548f68.jpg?alt=media&token=8fd8539c-e851-4cf2-890a-e7de11bfce48","id":"758bfbf0-e10e-4e77-bf82-412e4e548f68","width":1920,"height":900,"filename":"marta.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Problem

Atlanta is projected to reach 10 million residents over the next 40 years. Today, however, the city’s transit system suffers from uniquely low ridership, even among American cities. The Metropolitan Atlanta Rapid Transit Authority (MARTA) faces challenges that particularly discourage infrequent or first-time users.

Through User Research, we identified that MARTA had a discovery problem, hiding the system’s scale and amenities. The system is difficult to navigate and understand despite its relatively simple structure.

## Solution

We developed an interactive station pylon system to encapsulate navigation, discovery, and schedules in a single interaction that would require no other devices. A pylon such as this could be installed in any station, and provides an affordable solution to quickly reduce confusion on MARTA.

Such a system would provide scalability to support the city’s new population, primarily implants from Northeastern cities eager to use public transit.

## Process

### User Research

We spent a cumulative six hours in MARTA stations, carefully observing user behavior across three stations. We paid particular attention to how riders navigated the platforms and station environment more broadly, particularly at major transfer points. This helped us formulate our interview strategy.

Due to the nature of train stations, extended interviews with MARTA riders in context was not possible. As a result, we conducted fourteen 3-5 minute intercept interviews with consenting participants while they waited for their train to arrive.

These interviews focused on the users's familiarity with MARTA, as well as how they navigated the system, and provided an opportunity to voice their complaints and provide general feedback with regard to the transport system.

**Results**

MARTA users were split somewhat evenly into three categories:

* Frequent user (Commuter, or usage at least once a week)

* Infrequent user (Monthly or even less frequent usage)

* First-time user (Out of town visitor or one-off usage)

Additionally, two key complaints emerged:

1. MARTA schedules and stations are confusing

2. MARTA feels unsafe

**Personas**

Based on the user types, we created three primary personas:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F3277ce97-2428-47ca-969c-a2d73dc448fc.png?alt=media&token=995e9d28-99fe-4e74-a64b-a584fcd2518c","id":"3277ce97-2428-47ca-969c-a2d73dc448fc","width":1920,"height":1080,"filename":"Frame 1.png","type":"image/png","caption":"All persona details have been directly adapted from individuals interviewed or observed.","border":false}]}
```

### User Flow and Scenarios

Our early scenarios centered around improving the payment system, but the emphasis on physical improvements as opposed to mobile designs arose early on. After more iteration, we gradually moved away from payment and towards navigation, which we found was a more significant problem.

By later milestones, we had fleshed out the concept of supplementing in-station navigation options.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F45e555d5-aefb-4886-85ea-5ae81122c4a8.png?alt=media&token=6a63dcd3-31fe-4fe4-a3ee-564dd7f337a2","id":"45e555d5-aefb-4886-85ea-5ae81122c4a8","width":1254,"height":734,"filename":"Screenshot 2023-09-20 at 11.22.56 AM.png","type":"image/png","caption":"An early storyboard that illustrates a simplified, lower friction path to reload a breeze card.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fd305444b-0e72-46e2-850f-328ca58b1d10.png?alt=media&token=2f33001b-32f3-4c81-a5fc-c940243addea","id":"d305444b-0e72-46e2-850f-328ca58b1d10","width":1442,"height":896,"filename":"Screenshot 2023-09-20 at 11.23.02 AM.png","type":"image/png","caption":"Early illustrations of improved signage","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F31cb9d81-012e-4262-9199-8409cf89f6ee.png?alt=media&token=eeb4cd7e-6390-4799-8c74-3660b6e1d65a","id":"31cb9d81-012e-4262-9199-8409cf89f6ee","width":1448,"height":1006,"filename":"Screenshot 2023-09-20 at 11.23.09 AM.png","type":"image/png","caption":"Our first ideas of dynamic signage and the pylon, which would soon take a life of its own.","border":false}]}
```

### Prototypes

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fa1f7ee7e-7927-473c-9a1c-eb174ddafb13.png?alt=media&token=5a62e988-ebfb-4cde-9886-5ec9679315b8","id":"a1f7ee7e-7927-473c-9a1c-eb174ddafb13","width":960,"height":540,"filename":"Copy of M5 Process Book.png","type":"image/png","caption":"Initial Prototypes for Signboards","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F1d216c74-0e5b-4188-9162-8442fd98a527.png?alt=media&token=b569142e-ba94-444e-9b52-c66b94d12e53","id":"1d216c74-0e5b-4188-9162-8442fd98a527","width":960,"height":540,"filename":"Copy of M5 Process Book (1).png","type":"image/png","caption":"","border":false}]}
```

We chose to elaborate upon our Interactive Station Pylon prototype because it had the most potential as an interactive tool for navigation assistance which exists outside the confines of a mobile application.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F6818040c-8111-49e9-8164-6cd9a529662b.png?alt=media&token=8cf6610f-d8fb-41be-aa26-4f56ee6791bc","id":"6818040c-8111-49e9-8164-6cd9a529662b","width":960,"height":540,"filename":"Copy of M5 Process Book (1).png","type":"image/png","caption":"Home Screen","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F737e0341-d5a7-4bc4-94ff-dfecbb11c4ad.png?alt=media&token=bb1ed78e-6c39-4899-9604-8ae89861b9ab","id":"737e0341-d5a7-4bc4-94ff-dfecbb11c4ad","width":960,"height":540,"filename":"Copy of M5 Process Book (2).png","type":"image/png","caption":"Station Details","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F2e3ec191-55dc-40af-ab70-76c62a41cc1c.png?alt=media&token=98b308e9-3841-4591-b554-75d7672e739e","id":"2e3ec191-55dc-40af-ab70-76c62a41cc1c","width":960,"height":540,"filename":"Copy of M5 Process Book.png","type":"image/png","caption":"Bus Transfers","border":false}]}
```

**Prototype Evaluation**

We evaluated our prototype on a touchscreen display with multiple MARTA users, asking them to complete the following tasks:

1. Find out how long you will have to wait for a train to Lindbergh Center

2. Identify which bus routes you can take from Lindbergh Center Station

3. Find a place to eat near Sandy Springs, and how long it will take to walk there.

4. Describe when and where the #30-eastbound bus terminates

5. Identify how long it will take to get to East Lake Station

Along with observing and taking notes, we asked for their thoughts after their evaluation. This allowed us to evolve our design in a human-centric way, making sure that any changes were in service of usability.

We received valuable feedback and noticed *key usability problems* with our prototype design.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fceeabb61-4a42-4f6c-9d71-2ebc95678893.png?alt=media&token=6a2ee451-7d00-4b8a-9ced-6ec578c03522","id":"ceeabb61-4a42-4f6c-9d71-2ebc95678893","width":960,"height":540,"filename":"Copy of M5 Process Book (3).png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Feb278b34-46cb-40a0-83b1-82d0ae26d929.png?alt=media&token=2e14fadc-b1bf-400a-aaee-bbd77ad3b7c2","id":"eb278b34-46cb-40a0-83b1-82d0ae26d929","width":960,"height":540,"filename":"Copy of M5 Process Book (4).png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fa4d39750-5833-4dec-8807-e76942bf242c.png?alt=media&token=0678d411-c7e9-4648-8f67-1f64e4bf1afb","id":"a4d39750-5833-4dec-8807-e76942bf242c","width":960,"height":540,"filename":"Copy of M5 Process Book (5).png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F40d84163-1ee6-4fe2-98f9-7702f0045e84.png?alt=media&token=af49b30e-924f-4fff-9e10-16bd28115741","id":"40d84163-1ee6-4fe2-98f9-7702f0045e84","width":960,"height":540,"filename":"Copy of M5 Process Book (6).png","type":"image/png","caption":"","border":false}]}
```

Our key insights:

1. Users were confused by why a station would appear north of them on one screen and "south" of them on another.

2. Enlarged station icons could represent too many things — current location, transfer points, and final destination.

3. The Home Page focused on only stations you could access, but this meant it became difficult to identify one's spatial location in the system as a whole.

4. There were multiple usability issues that prevented users from realizing they could tap or scroll.

## Final Product

```cv
figma
{"url":"https://www.figma.com/proto/q94tVyG3LsF4HH0gws1iGy/CS-3873---Interactive-Station-Pylon---FINAL?page-id=0%3A1&type=design&node-id=1-3&viewport=25%2C287%2C0.35&t=bzf4Mm33cXEa0Cs0-1&scaling=min-zoom&starting-point-node-id=1%3A3&mode=design"}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fcd635077-28d7-419a-bdd9-1d4b5fd89421.png?alt=media&token=1ddab27d-9f96-46dd-a97c-e7163c0cc8b6","id":"cd635077-28d7-419a-bdd9-1d4b5fd89421","width":806,"height":1080,"filename":"Screenshot 2023-09-20 at 12.53 1.png","type":"image/png","caption":"Pylon in Context","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F00dfda52-4cb5-46c8-a9c6-3bf3f7dd1591.png?alt=media&token=ecb3facf-a6b1-441c-a068-1179dd391522","id":"00dfda52-4cb5-46c8-a9c6-3bf3f7dd1591","width":900,"height":1600,"filename":"Home.png","type":"image/png","caption":"Home","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fc3c045d6-2f11-47bc-84ee-969b13bada6f.png?alt=media&token=cd22938e-3584-4092-993c-2cb911d29408","id":"c3c045d6-2f11-47bc-84ee-969b13bada6f","width":900,"height":1600,"filename":"Sandy Springs.png","type":"image/png","caption":"Station View","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fe8e015f3-51d9-4755-a3ec-862dd713a8b6.png?alt=media&token=89df6e40-40ad-425f-90aa-e9264dfd83c6","id":"e8e015f3-51d9-4755-a3ec-862dd713a8b6","width":900,"height":1600,"filename":"Lindbergh Center.png","type":"image/png","caption":"Station View","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fb30d86c4-3e15-47dd-ba23-25d5d1be4fda.png?alt=media&token=7a815e57-45ba-4920-879e-e3737028d583","id":"b30d86c4-3e15-47dd-ba23-25d5d1be4fda","width":450,"height":800,"filename":"Map.png","type":"image/png","caption":"System View","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fc2aed943-762c-474c-bf2b-bc48a61e01c3.png?alt=media&token=29e9c278-3bdd-478e-8de6-a25b87544e76","id":"c2aed943-762c-474c-bf2b-bc48a61e01c3","width":900,"height":1600,"filename":"Send To Phone.png","type":"image/png","caption":"Send To Phone","border":false}]}
```

Taking our evaluation feedback, we made a couple of key updates. This began with an updated visual design that matched MARTA visual guidelines. We replaced several indicators with unique iconography to make current location clear, and replaced collapsible headers and buttons with scroll interactions wherever possible. We also solved the spatial issues by offering a full map view, and replacing navigation views with a horizontal and simplified station map to make it clear that displayed Journeys are not necessarily spatially accurate.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2Fb7f713e7-aba3-4e10-ad9d-659e0adbf7fc.png?alt=media&token=69c04bcc-db1f-4869-86ea-69f3c33aa83a","id":"b7f713e7-aba3-4e10-ad9d-659e0adbf7fc","width":1920,"height":1080,"filename":"Frame 3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F9820efdf-fd83-4091-93c2-279cd4f4ba3b.png?alt=media&token=7ca486f9-ffbf-4480-9c30-88bad63ecf13","id":"9820efdf-fd83-4091-93c2-279cd4f4ba3b","width":1920,"height":1080,"filename":"Frame 4.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FxdyxYQRsO8bLE9uA4XMHPFGeRrA3%2Fpylontechnics%2F92a0673b-22eb-4a06-8d79-e4c8e8ff9f50.png?alt=media&token=016de462-0999-4217-a19d-c934819dc202","id":"92a0673b-22eb-4a06-8d79-e4c8e8ff9f50","width":1920,"height":1080,"filename":"Frame 5.png","type":"image/png","caption":"","border":false}]}
```

## Reflection

There were three key points we came to realize:

1. The crux of UI design is direct user research and feedback. Our entire team agreed that the two most important steps of our design process were the intercept interviews we performed, and the task analysis component of user research. These methods best enabled us not only to identify the problems to solve, but also which designs would actually address them.

2. The implicit assumptions which designers make are numerous and difficult to avoid. We were shocked to see the results of our task analysis because we found ourselves watching potential users struggle to use components of our design which we thought were obvious or otherwise easy to understand. That experience is a testament to the fact that as designers, we’re privy to make assumptions about how our designs will be perceived to a far greater degree than we imagined.

3. It doesn’t always have to be an app. While there’s plenty we would do differently, we believe that the choice of pursuing a design which was not a mobile app paid off - we didn’t have to justify the download of new software, and we got to experiment with a more unique set of design parameters, which ultimately yielded what we would argue a more thoughtful design than we might’ve produced had we created an app.

We definitely made some mistakes in our process, as well:

1. We underestimated the importance of user feedback, and by extension iteration, in design. We were impressed by how useful the feedback we received in our task analysis ended up being, but it came too late in the course of the semester to act more substantially upon. Given another chance, we would make a point of going through three or four iterations of our initial prototypes and making changes based on the results of quasi-formal user studies. In this same vein, it would’ve been a good idea to develop more prototypes than we did.

2. We should have considered using a wider array of user research techniques. The intercept interviews we performed within the MARTA system were interesting and yielded some unique insights, but they only allowed us a surface level glance at any given individual’s MARTA usage and habits. Finding two or three MARTA users to perform a long-form (30-60 minute) semi structured interview with would’ve been a great way to get more context about the system. Moreover, we believe it would’ve supplemented the quick interviews we did nicely.

Pylontechnics

Design Engineer

Scholarship Recipient

People's Choice Startup

Generating the Future, Right Here in the 404

Crafting the world's largest XR Hackathon

Navigation, discovery, and schedules in a single interaction, for any MARTA station

Pylontechnics - CS 3750

* Enhanced customer experience for Fortune 500 clients with new visualization modes.

* Reacted quickly to developing supply chain emergencies.

* Worked with Figma, Next.js/React, and legacy systems.

Frontend Intern

* Conducted rigorous experience research at Woodruff Park.

* Presented community needs and solutions to the Atlanta Downtown Improvement District.

UX Researcher

* Crafted brand identity and marketing strategies, leading to thousands of subscribers.

* Designed and scaled initial website, supporting a large user base.

* Collaborated with an international team to expand the brand and marketing efforts.

Creative Director

* Personal Health platform integrating EHR, OCR, and PDF import of lab data to derive coherent insights and educate

* Developed HIPPA-eligible, highly scalable platform on Next.js/Express, winning several demo awards

* Conducted and converted user research into branding and product development

Co-Founder

* Scaled the design team, enhancing web experiences and marketing strategies.

* Collaborated with startups, accelerators, and Fortune 500 companies.

* Developed brand identities for major international events, including XR and AI hackathons.

Director of Design

* Invented the Virtual Newsroom System Patent.

* Transitioned the project to a global team, ensuring future development.

Om Jha

Contact

Education

Projects

Work Experience

Awards