Case Study: Designing a user interface that actually teaches surgeons
The opportunity: Develop the UI and UX for the Tenex TX1 system; a newly developed breakthrough device designed to allow for the removal of diseased musculoskeletal tissue.
The strategy: Create an interface that made the TX1 not only easy to use, but also assisted in teaching surgeons how to use it. This in an effort to drive adoption of the system by the medical community.
The solution: Design a “cascading” interface that walks the surgeon through the machine’s start-up stages. Each step needed to utilize the device could not be activated until the previous step was properly completed. This approach had the effect of first teaching, and then reinforcing interface behavior and understanding by the surgeon. In addition to the architecture, newly branded and easily followed graphics were designed to assist in the learning curve.
The result: The successful launch and subsequent adoption of the TX1, as well as a healthy and continued business relationship between the agency and Tenex.
Case Study: Saving the Mazda tier-three business
The situation: Suddenly faced with a new Marketing Manager and an agency review around the tier-three Mazda business, we had to quickly respond to the client’s new, highly dynamic trim-level styling with a new, highly dynamic collateral look and feel.
The strategy: Walk away from years of established collateral visual positioning­—go back to formula and reinvent, as it were, the wheel.
The solution: I instructed my great creative team to “can” all of our current Mazda brochure comprehensives and begin a redesign. Using the then Zoom-Zoom mantra as a starting and finishing point, we developed a new collateral look that delivered on the Zoom-Zoom driving experience; each key page styled to look like a video screen capture of a new Mazda in motion.
The tactic: In addition to restyling the collateral, we repaginated the leading Mazda6 brochure for cost and inserted a four-page centerfold of the vehicle in glorious profile.
The side note: (This move put us weeks behind, but we pulled it off.)
The result: A very happy client. We went in with one design direction, but when the new Marketing Manager opened that Mazda6 brochure comp, he said, “Now you’ve got it.” And what we “got” established the foundation of the Mazda collateral business for the next six years.
Case Study: Assisting patients through an unconventional website solution
The challenge: Create a new Abbott Medical Optics website for advanced-cataract patients and their caregivers; a demographic which research showed as being vision impaired and or only casual users of the internet.
The strategyDevelop a simplified content architecture, but one that also builds to necessary functional complexity, and is designed visually for optimal readability.   
The solution: Going against website navigation conventions, the site’s home page was stripped of all navigation save for four large buttons set in colors optimal for a viewer suffering from cataracts. Upon landing, the site visitor was greeted by Jen, a virtual nurse whose function it was to walk the visitor through the site’s discovery process. After the initial stages, the site’s navigation became more conventional and Jen would appear only at critical points in the journey, pointing the visitor in the right direction and explaining the process thoroughly.
The result: An award-winning, atypical website that placed ultimate UX above convention without sacrificing the necessary UI elements.
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