Lindsey Created
Editors' Note
Lindsey Created is a startup-focused brand and product designer that demonstrates deep knowledge of UI/UX principles. This designer’s thoughtfulness and precision throughout the design process enables her to create frictionless experiences for brands’ users and viewers.
About
My Process:
1. Empathize: I’m big on understanding — so I start all projects, big and small, with some form of research and info gathering to understand the users and get a sense of what’s going on.
2. Define: After researching, I’m able to analyze the findings and feel the users and their pain points. This is when I can begin to define clear problem statements to guide the design process and solutions.
3. Ideate: The real magic is in all of the ideas — and being able to fully brainstorm and map them out.
4. Prototype: At this stage, it’s time to begin low-fidelity build outs of ideas that bring them to life and often shed light on which solution is ideal. Often followed by high-fidelity designs and interactive prototypes.
5. Test & Iterate: Through testing and feedback, we can see how designs and solutions really work — and iterate until we get them just right!
Selected Projects
Product Design
Lacuna- EdTech Platform
I worked directly with the Founders of Lacuna, a diversity-focused edtech platform, on their branding and web application MVP design. I created an art-based identity that stands out from what’s becoming stereotypical in the UX and tech industry, followed by the design of their product dashboard.
A distinctive and art-based visual identity was developed to break free from the stereotypes often found in the UX and tech industry. The objective was to create a brand that stood out while maintaining a sense of sophistication and relevance to education and learning.
To achieve this, the brand identity focused on utilizing a palette of muted primary colors. These colors were carefully selected to bring vibrancy and energy to the brand while avoiding an overly playful or elementary school aesthetic. The result is a visual identity that strikes a balance between being engaging and professional, capturing the essence of Lacuna’s mission.
UI/UX Design
Hued - Healthcare Education Platform
I worked as Lead Designer on a small team for the agency OkayJak — and was responsible for both brand and UX/UI design for Hued, a healthcare education platform. Our primary project goal was as follows: Fix the barriers that reduce HUED’s lead submission/conversion rate and currently make it difficult for companies to choose HUED.
Our first task was to dive into the company’s current problems and the “why” behind a redesign. The next task was to refresh the brand identity. The final task included a complete overhaul of the web experience.
HUED’s updated site now clearly communicates what they do and how they do it — while properly converting users to leads and providing value to all target audiences.
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