PRODUCT DESIGN / UX WRITING

Microsoft brought me on to provide UX feedback and level up content across the Mobile experiences of their Power BI and Flow products. One example of the kind of work I did with them, is as follows:

When I first came into the Power BI's main menu, the idea of ‘Workspaces’ was confusing to me. Mainly, because by clicking it, got you to two sections, ‘My Workspace’ and ‘Groups’. So, I suggested removing the concept of ‘Groups’, replacing it instead with the notion of ‘Shared Workspaces’ - which seemed like a logical subcategory from the overall ‘Workspaces’, and which would hang together well with ‘My Workspaces’.

Under ‘My Workspaces’, I also recommended breaking that subcategory down even further, into ‘My Dashboards’ and ‘My Reports,’ along with their corresponding icons, to mirror the colored squares in the section below it. Below, you can see the original screen to the left, and my crude mock-ups to the right.

 

NAMING

When two entrepreneurs - veterans in the trucking space - turned to me to help them conceptualize a product and build out its brand, they didn't yet know what kind of person I was: someone who'd tell the whole truth, and nothing but the truth. 

On our first call, I told them I hated their company name.

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The name was awkward to say. It wasn't distinct, feeling like it would blend into dozens of other similar-type names in their industry. And it didn't have the vibrant and fun energy of the brand that they were looking to build, in order to empower blue collar workers.

So, I convinced the CEO to let me take a crack at the challenge and came up with the name that they eventually came to use and love: MUDFLAP.

Mudflap still referenced their industry, by echoing an element of a truck, but had a bit of a silly sound that laid the groundwork for a casual brand that doesn't take itself too seriously. I also conceived of the splat that would come to be used as the product's logo and app icon, as shown to the right here.

 

OVERALL REBRANDING

NAMING

Taptalk was a one-tap moment sharing app that lived in the space between    messaging and social media. The company's name was too close to a                competitors, and the team was changing a number of core functionalities in theproduct, and so needed a name that would reflect the same simplicity of use,            but also refer to the fact that you could now save the photos and videos that  you shared with family and friends into collections.

In wanting to preserve the brand equity and intuitive nature of the word 'Tap',          but also point towards the new products differentiation from the ephemeralityof Snapchat. I came up with the name Tapstack. Stack, referring to the name weused for the collections of Taps one shared. 

Instantly share real photo and video moments from your daily life, and connect more deeply with those who matter most. 


NOMENCLATURE

When I started working with Taptalk, they called every message sent a 'Taptalk'; You'd send a 'Taptalk'. Once we renamed the product Tapstack, I started to clarify the internal nomenclature, referring to what was sent to someone else, simply, as a 'Tap'. 

 

WEBSITE MESSAGING


PRESS RELEASE / PRESS KIT

Click here to read the rebranding release and click here, or on the image            below, to read through the messaging included in the press kit.

 

APPSTORE MESSAGING

 


CREATIVE PRODUCTION

I worked with some of my talented video partners to produce this one minute promotional clip for Tapstack to be used on their website, Playstore listing, alongside their press release, and in various other locations. Our goal wasn't to create a tutorial, but rather to show all of the different kinds of moments worth sharing, and how easy the product was to enable this kind of moment sharing.