# Role
IA, UX, Product Design

Live www.mention.to

About Mention.to
Mention.to was born out of the need to push social campaigns to a new level of engagement and curation. It is a platform designed to collect social mentions (text, images and video) based on hashtags and keywords. This content can then be reused to publish “walls” together with official brand content. This combination results in new ways of interacting with users, running competitions and gathering valuable insight. The final product is the result of an inter-disciplinary collaboration within the agency to bring it to life. As more campaigns were developed with Mention.to, we gained traction to implement new features, wrinkle out bugs and push the product even further.

The Challenge
When I joined this project, the developers had already put together a running demo with basic reporting features. I was tasked with putting together a product phase plan, and at the same time improve the clunky interface, existing user journeys and deliver a coherent experience across devices. To this end, understanding and documenting lessons from the developers and campaign creators was key. There was a lot to be done to meet users needs, develop a scalable revenue model, and ultimately create a “white label” solution. One of the biggest challenges was communicating what value the tool could bring to a business over a set of features. I had to consider the use cases and inspire potential customers with live examples.

My Approach
First up was research: I set out to understand what were the frustrations and limitations of the existing build. As a fresh pair of eyes, I could quickly identify the missed opportunities and interaction problems before becoming too involved in the project. I wanted to observe first hand how users actually interacted with Mention.to and how we were meeting their needs. By conducting a set of informal user interviews, I picked up on common patterns and problems users faced. During this process I was able to identify primary and secondary goals and then tease out what success would look like for the project.

## Kicking off any project with a research and discovery phase saves an enormous amount of time and enables teams to focus on priorities while seeing an end goal.

All the people involved now quickly understood how we could turn Mention.to into a valuable asset to social media teams.

Considering that Mention.to was running various campaigns, we couldn’t just take it offline and start from scratch. Every change I proposed needed to work alongside an established workflow.

We worked on a shared master document that referenced all the inputs and final decisions. This document described all the moving parts and kept all notes, sketches, wireframes and ideas in one place. Over the next weeks it was updated to crystallise what a clean, fast and fresh experience for users would look like. Parts of the document could be reviewed in smaller chunks and reprioritised as we encountered new challenges and opportunities. We took special consideration around analytics, fair usage per mentions a second, and how a successful campaign could cope with millions of users overnight.

See it in action
It’s been said that a prototype is worth a thousand meetings - this was certainly true in this case. A key part of the documentation was the various prototypes put together with static images to test concepts quickly and keep lengthy specification documents to a minimum. A responsive landing page was also part of the experience for the re-launch of Mention.to. It was put together to explain the proposition and let us capture further interest in the tool. This showcased real campaigns to inspire customers and translate the value it could bring to their business.

## Building fantastic products is a team effort and requires inputs from various disciplines. End-to-end collaboration and transparency play a key role in cultivating ideas and finding creative solutions.

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The results
- Better understanding of what users really want from the tool
- An improved UX and visual cleanup
- A reworked and simplified responsive back-end to create campaigns quickly with no technical knowledge
- A responsive proposition landing page that communicates direct value
- Introduction of visual elements to make better use of campaign data
- A powerful and intuitive reporting tool to help users understand the impact of their campaigns and make better decisions about the best ways to connect with customers
- A clear and uncluttered UI with consistent branding
- Massive reduction in cognitive load to maximize usability
- Reworked user journeys for campaign administrators, social media teams and general users
- Service emails, feedback messages and tone of voice gave a new personality to the product
- Dramatic improvement in performance: searches, page load times and impact on servers improved by over 600%
- A scalable SAAS business model and white label solution
- A plug and play solution for brands to implement campaigns they can measure quickly.

Polypipe designs, develops and manufactures the most comprehensive range of plastic piping products in the UK. They have over 20,000 products that satisfy residential, commercial, civil and infrastructure market sectors.

I facilitated a series of on-site workshops and interviews with different client segments and internal representatives.

The goal was to get a better understanding of Polypipe:

• In terms of sales and marketing
• In terms of operations
• In terms of technology

The research collected would facilitate the creation of personas, and identify target information architecture and key user journeys.

It was key to identifying merchant problems to solve, and generating new ideas.

The raw feedback gathered would then be later reviewed to facilitate a half day ideas generation session.

These ideas were matched with the themes uncovered in the workshop to identify the most critical areas and how they could be solved.

These workshops were crucial in understanding how Polypipe fits into the relationships they have with merchants, installers and end users. It was an opportunity to devise engaging and exciting solutions to the challenges they face, ultimately driving more sales and retaining happier customers.

The sessions uncovered existing problems and were aimed at having open discussions about solutions for Polypipe’s digital proposition. By sharing everyone’s thoughts we addressed several key questions that the Polypipe team needed to consider for the next phase of the project.

This approach ensured that the business and user needs were being met while avoiding vast amounts of effort being spent on short-term fixes or solving the wrong problems.

We wanted to explore how Polypipe can embrace the digital landscape around activities that are relevant to user and busniess needs. Be it social media, mobile apps, website or drones!

Outputs during discovery phase

• Coordination of workshops
• Delivery and facilitation of workshops
• Documentation of raw outputs of workshops
• Documentation of refined learnings of workshops
• Facilitation of workshop with Polypipe and documentation of draft ideas

# Role
IA, UX, Product Design

The challenge

Redesign The Sonos (App) Experience
Building off of the award winning hardware that Sonos has created, develop a UI that reflects and truly augments their brand.

Incorporate the following
- Existing functionality
- Current Brand
- Develop a new idea or interaction that would be unique for the Sonos system
- Experience across Desktop, Tablet and Phone

The Digital Era Consumer

We sit on the cusp of what will be a crucial five years, a period that will determine whether consumer music revenues will return to long term growth or instead migrate downwards to create a smaller market concentrated around high spending enthusiasts. The first wave of digital music revenue growth was all about monetizing the highly engaged early adopters. Revenues still shrank because, among many other reasons – not least piracy, these consumers were shifting their spending from albums to tracks. But at least it was a clear transition path. Now streaming subscriptions are doing a solid job of migrating many of those same consumers back up to higher spending. What they are not doing such a great job of is bringing new buyers into the fold.

Consumer recorded music revenues are facing a demographic pincer movement with older customers falling out of the habit of buying music (and not going digital) while many younger digital natives simply never acquired the habit of buying music. Subscription services can, and should, be the natural entry point for these consumers but 9.99 remains a key stumbling block. Now a new opportunity is emerging as these customers age, their lifestyles change and their disposable income increases. The first cohort of Digital Era Consumers (i.e. those born since the late 1980’s who have had digital experiences since their teens) are now in their mid twenties and beginning to settle down with steady jobs, move in with partners, get their first apartment etc. All of which most typically corresponds with spending less time out and more time at home. Enter the opportunity for subscription services and devices like the Play1.

The sweet spot for music spending is the intersection of two lines: music engagement on average declines with age while spending power increases.

Digital Era Consumers represent that point where the two lines meet. This is the time to ensure some of that spending is diverted from home TV technology to home music technology, thus establishing the foundations for future music spending.

Sonos’ Brand
Sonos is a company created by music lovers, for music lovers. And everything they do, from the products they design to the way they interact with customers and partners will express this passion. Together we will succeed when we are all ‘on the same page’ or better yet, carrying the same tune.

The Vision
Sonos’ vision, or core purpose as a company, is: to fill every home with music.

The Mission
Sonos’ mission, or the role they play in making their vision a reality, is: to deliver exceedingly great products and services that create fanatical customers and appreciative and happy partners.

The Values include;
- Uncompromising Quality - Innovation - Design
- Global Thinking - Openness - Enjoyment

Timings and plan of attack
Research (4)
Define layout and screens (2)
Sketching interactions (2)
Mockups (2)
Prototype (1)
Animation (2)
Polish (1)
Presentation (2)

Measure of success

Define research methods

Existing app structure and functionality

Existing market.
Spotify, TuneIn, Rdio, Soundcloud, Winamp, Playerpro, flex, 7digital, 8tracks, bloom, doubletwist

Understand Sonos
Trying to be too many things
It’s about the music

Support forums
Dig deeper and identify user pain points.

User interviews
(Casual users and power users)

Design principles
Good UX is the result of understanding the customer, seizing technological opportunity, and pursuing simplicity. Solutions far beyond visual and interface design. Not losing focus on the core; music.

Creation is a shared activity. Effective products and services require the involvement and communication of everybody in critiquing, evaluating and creating.

Create only what's necessary. You need just enough that will gather client or user feedback without bogging them down with unnecessary details.

Create systems not pages. Approach and design for problems holistically instead of focusing on a single page. This allows us to create a series of modules that can be reused across the entire site.

The challenge

Looking through carphonewarehouse.com, desktop and mobile, consider core areas you would look to improve when reviewing the upgrades journey for our target customer. Do not feel restricted by the current site, IA, technology or visual.

The customer
Carphone Warehouse should appeal to 25-35 year olds.

Core traits of these customers are:
• Tendency to upgrade with current network provider but can be switched
• Strong tendency to research and value support and advice
• Will spend at least a month researching their next phone through a wide range of media
• Reviews & recommendations are core to their purchase decision
• Monthly cost, tariff and then network are the core final decision points before purchase

The brand
The Carphone Warehouse has a strong brand association with comparison and value. The Carphone Warehouse must offer ease of comparison and great advice while still offering value. Value should not be interpreted as cheap.

Overall site notes

• Hard to navigate; give less options & more specific users journeys. I can see everything but find nothing (minimize the 54 links on the front page)
• Site does not build on anticipation to invite the user to explore and find other products.
• Search bar can be made more prominent and has typo bugs.
• Mega drop downs menus can work better with synthesized pictures. (see example)
• Having a different navigation bar for services and corporate information can simplify customer decisions.
• No priority over information, branding and images.
• Make it easier to call for assistance. No direct dial link, opening times or call costs
• Store locator is great but is not powerful enough to show all stores when dragging to a new area. What about giving directions?
• Too many distracting colours. Simplify, find consistency, de-construct, - let the web design and user breath.
• Better use of space and blocks. Less text in general. (our big promises, bill angel)
• Mobile and tablet presence non-existent.
• There is no clear “BUY” CTA on any product. “View deal” in text.
• Have shorter checkout process. (view deal, view deal, view deal and then next, checkout, add to basket, checkout) + Complete checkout process.
• No appealing deals and promo designs
• No icon/symbol family and site language for users to adopt and find options, info and links quickly.
• Mega drop down does not have a tighter area of trigger and can be less abrupt (transition). Hovering close to the “P” of Post code activates the drop down.
• Need of a progressive interface for this amount of data.
• Better use of HTML text on images (SEO friendly)
• No value in returning customers built around support, tips, accessories, guides, videos and FAQ.

Direct Store findings

Transitions, animations and responsiveness. (Visceral effect)
• Dynamic JavaScript and CSS transitions can be used to create unique experiences and site modification in real time.
• Smooth effects to reveal information and elements appearing on hover/click are more appealing. No playful elements across the site.
• Bottom phone comparison bar is easily missed and can be introduced with a transition.

Phone finder/comparison could be simpler and more efficient.
Related models can be loaded automatically (previous or direct competitor)
Don't tell me, show me.- Is the camera better? how about some samples?
Search by price is not an option until a configuration has been set.
Use cookies to better reflect my needs and remember my preferences
Use new methods of getting to next phone, how about starting from current phone and suggesting logical upgrade? Show how much better your new phone is by comparison to encourage sale.
Create new flows from phone selected and automatically compare with similar ones
Rethink ranking parameters . Features, design, performance, lifestyle ?
Product information needs clear product info, recommended deals, good photos, etc

Social integration
Social networks can be better utilized to group friends with phones and reviews (social validation “3 of your friends have this phone and recommend it”
Social network closer to the products. ie: like, 1+up, tweet, recommend, share, favorite, email, comment / review, etc.
Reviews are in a way not associated to a “REAL” user. Excess of reviews. What are we doing with the data?
Create conversation between smaller groups of phone users. How about matching current users with existing data in age group and preference/experience?
586 reviews for a phone is great but is it really useful?
Sign Up through twitter, facebook or gmail this way you have a social network app and analytics

Learn from the competition

-Banners are simpler and easier to read
-Logo is better integrated in navigation
-3 main features are more appealing and easier to read
-I actually want to click on the deal. “affordance”.
-Social network integration is better placed around the phones
-Payment options are upfront
-Tables that compare options are better utilized with friendlier text (“GO!”)
-Better defaults and tabbed options to change “pay as you go or upgrade”.
-"F" reading the site and scanning is easier
-Similar objects are grouped together to quickly identify them.

Suggested design principles

• The shorter the distance to the goal, the more motivated people are to reach it. People are even more motivated when the end is in sight.
• You can get this extra motivation even with the illusion of progress.
• The easier you make it for people to find information, the more information-seeking behaviour they will engage in.
• Stories are the natural way people process information.
• Giving small bits of information and then providing a way for people to get more information results in more information-seeking behaviour.
• The more unpredictable the arrival of information is, the more people will be addicted to seeking it.
• Stories aren't just for fun. No matter how dry you think your information is, using stories will make it understandable, interesting, and memorable.
• Use progressive disclosure. Show people what they need when they need it. Build in links for them to get more information.
• Give people control over their actions during the activity.
• Break up the difficulty into stages. People need to feel that the current goal is challenging, yet achievable.
• Minimize distractions.
• If you have to make a trade-off on clicks versus thinking, use more clicks and less thinking.

Concept ideas for smarter Website


The buying experience should be a very fast personalized operation. We should give less and more specific customer choices. Stories should be built along the product, plan or accessory they choose (1. customer picks - 2. we recommend - 3. they buy)

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So its user fan based company and not a product based company. Sell experiences not products.

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analyse what they bought, and recommend them new products.

iconographic, fun, descriptive info, excellent aesthetics.

"We work at the intersection of people and technology". Using this statement, produce a digital image that best illustrates what Fjord does.


The Fjordnet team is seeking a Designer with knowledge and experience of visual and motion design. He / she will be knowledgeable about mobile and Internet technologies and will have a strong grasp of how to translate complex marketing messages into effective visual communication tools. He / she will also have an interest in marketing and PR and the communications channels within these areas. This is an opportunity to extend FJORS´s vision of elegant simplicity throughout their websites, branded materials and presentations.


Identifying FJORD’s context and position in the digital world was the starting point. To create an image that could speak through design I needed to dig deeper into their mission, ideas, methodology and tools. To become the ‘brand manager’ for FJORD it was fundamental to work with the job description, their vision and requirements. I had to stand at a user’s point of view in order to create something useful, effective, and desirable.

Initial ideas came about creating a DNA strand, a membrane that joined the idea of people and technology. I needed to develop a concept to start breaking the brief into smaller chunks. Quick drawings and sketches helped me to better conceptualize the idea of enhanced communication, providing possible paths to take.

There was no need to reinvent anything, the information and tools where all there in front of me. Dissecting case studies and white papers gave me a solid understanding of the level of depth for this project.

What caught my attention right away was the fluid element in the header spanning across the website. It clearly portrayed a unified and dynamic flow of two possible sides (people and technology). I chose to work with this concept and examined it to find an intersection (where FJORD stands).

Throughout this process, I ensured that the design foundation would be able to serve future expansion and development. This would be achieved by creating a system, adaptable to different devices and sub-brands.


After carefully analysing the liquid flow and intersections, I started with simple lines that evolved into polygons in order to recreate the liquid wave. The polygons would then act as a family of closed chains in a bigger mesh to form the entire fluid. The three points that connect both faces of the liquid was used to illustrate the “intersection” concept.

The simple polygons would create an interconnected system representing the organic and “human” side of the design, while its mathematical properties on its own would show the technological side. Sketching the first designs on paper let me work quicker and make adjustments faster.

Once I was happy with the results I vectorized the mesh and continued digitally. I had to be careful overlapping images to maintain balance throughout. I chose to illustrate with clean crossing lines the details of the “intersecting polygon”.

The design works seamlessly with the simple and efficient geometric san-serif font in the logo. I created a system that works with its fundamental elements. It can be arranged and resized in other aspects of the artwork like the background. This plays an important role in connecting the whole piece together.

The main project challenge was to ensure that the design principles were elegantly simple. The colour palette conveys a subtle connotation of importance and confidence, depth, expertise, stability, knowledge and integrity. Blue stimulates the brain activity used in problem solving.

The result

The final image is a powerful combination of FJORD´s vision. It works at a level between people and technology, translating complex systems to simple and elegant solutions. The result is a visually stimulating crossroad that communicates in a clear, consistent and transparent manner. A well thought out concept that enhances communication, encourages creative thinking and innovation.

Olympics Predictor London 2012 from Eduardo Wydler on Vimeo.

Agency design work to help bring alive a top tier sponsor’s involvement in the Olympics.

I worked on the UI & UX side of the project to develop a.progressive interface for the app, setting a new standard in app design with vivid, well crafted icons and a deep attention to detail.

The Challenge

Samsung wanted to mark their sponsorship of the London 2012 Olympics by enhancing the way fans experience major sporting events through their mobile device.

The Insights
London 2012 - the world’s first smartphone Olympics.
A huge rise in ‘dual screening’ whilst watching a live TV event.
Gamification makes content more compelling.

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Somewhat defined the brand platform: Make Spectating a Sport to encompass the experience of adding a layer of social interaction and gaming around the Olympics.

The Samsung London 2012 Predictor app was the expression of the platform, let fans take part by planning and predicting on Olympic events. Tying in with Samsung’s brand promise ‘Everyone’s Olympic Games’, and bringing out the best of Samsung's Android devices.

Social Media Integration
Integrated with Facebook; to share your results, play against Facebook friends and view bespoke Facebook leader-board.

Featured Functionalities
Competitive Predicting
Play against friends
Live results
Play for your country

The Concept
Somewhat wanted to create a live mobile gaming experience for the London 2012 Olympic Games, by building an app that allowed people to plan their Olympic experience and compete against their friends by predicting medal winners. Fans could compete for their country by predicting medal winners, and join a global leader-board, or just compete against their friends.

Over 5,000 downloads per day
Over 47% installs active on user's devices during the Olympic Games

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Date: September 2012 - Present
Company: Motilo
My role: Senior UX Designer/Researcher

Launched in April 2011, Motilo.com is an online community where you can shop together in real time with your friends. Motilo offers an interactive fashion-focused social network fused with a unique e-commerce platform.

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In March 2012, Motilo.com won the Best Website category in The Guardian Digital Innovation Awards 2012.

The Motilo shop contains fashion items from hundreds of international websites, each carefully chosen by in-house stylists each week.

On Motilo, members can create looks using the pieces in the shop, share these looks with friends, and then buy every item in the outfit.

Motilo is updated daily with exciting content presented through the eyes of the Motilo girls, Motilo’s magazine and from users who create and submit looks.

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My work was focused on identifying usability issues across the site and creating user tasks, personas, and testing, while working with a very limited existing platform.

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A big part of this process involved extensive research to connect the real world shopping experience to an online scenario. This step was crucial early on in the project to improve and simplify the existing model.

I was responsible for developing the wireframes, laying out the user flows and enhancing the user experience across the entire website.

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This included sketching user journeys, interaction patterns and rough processes and concepts. I took ownership of the user engagement and requirement gathering between all departments.

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Skype Promotional animation created to show the benefits of the premium account.

Softwares: Illustrator CS5, Photoshop CS5
Sound and Video Editing: After Effects CS5, Vegas Pro

Music Credits:

Something Elated (Broke For Free) / CC BY 3.0

Short teaser video I put together for mobile application I was working on. It is still in development but I was responsible for planning and diagramming the backbone specifications of the first official Bs.As. cultural mobile application. This included going over all the design process, wireframing and defining functionality.

Music by:
Quittin' Time (Patrick Lee) / CC BY-NC-SA 3.0

Fun video made for Valentine’s day telling a love story in Buenos Aires. The idea came quickly: the bikes would have a leading role. This means of transportation generates great human interaction and encourages relationships.

More information about the public transport system on bicycles in: http://mejorenbici.buenosaires.gob.ar/

Music: Jenny Mayhem - Keep the Fire


The shoot was divided into 2 stages. On day 1 the path that represents the woman. On day 2 the path that representing the man.

We had to adapt to the times, Valentine's Day was a day away. The editing process began. We had to make many decisions: If using split-screen, how to incorporate video map, what should be the ending.

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