effie lin Product Designer
PORT FOLIO BOOK
CONTENT TABLE Product Design
Visual Design
Web Design
“Airbnb + Weather“
Effie’s Brand Preso
Effie’s Portfolio Site
TAP415
Cryptoware - Logo Design
phome - Hackthon
Zoo Me In
MeetingMaid - Hackathon
Start Point - Thesis 3 - 84
86 - 104
106 - 108
Motion Graphic
and more...
Start Point - Concept Video
Museum Exhibition Poster
Project Links
Go Eat - Concept Video
Wedding Gift Design
About Effie
Logo Animation
BURN POT TO BE WASHED
Character Rigging 109 - 113
114 - 119
121 - 122
3 — 122
PRODUCT DESIGN
MOBILE APP DESIGN
An integrated product design for Airbnb to have bigger impact. This is a self-directed product design case study. The majority of this case study was produced over a two-week period. Tools: Sketch, Illustrator and Marvel App.
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PROBLEM
Weather, as one central element, is been overlooked when Airbnb creates the travel-related product. Research showcases that weather influence on travel decision making. In an extreme weathers condition, I found The Airbnb Disaster Relief tool using web/mo-web as a single distribution channel is a limitation of its social impact, and its home content is not designed based on a disaster evacuee need.
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SOLUTION
Due to human’s physical activity highly correlated to weather conditions, weather is officially being part of our daily experience. And it’s intuitive to include weather for activity planning. On the other hand, our initiatives under specific weather condition go beyond just wearing a single layer while walking in the snow to a grocery store for 10 minutes. People look after each other in a disaster, and people build tools to make it happen smoothly. As an innovative tech company which is committed to making people around the world feel like they could “belong anywhere”, Facebook’s Safety Check and Airbnb’s Open Homes: Disaster Relief program both made great examples of building connection and trust during the disaster period.
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RESEARCH From 2012 till now, The Airbnb Disaster Response Tool has been contributing to help 90+ disaster responses globally and over 1 million hosts and guests to stay connected with messaging. There are three main purposes of such a web-based logout experience one-page site. It’s for the site visitors to understand the meaning of their program, to primarily access to a single disaster based evacuation page, and to know about the basic walkthrough of the voluntary hosting experience during the disaster period. However, having the program only available on web/mo-web isn’t just losing the attention of the app user pool. According to Akshaj Verma’s interpretation of Airbnb’s data on Kaggle and report from Skift, among 400+k total users there is about 11.5% signup user on Airbnb using its mobile app. And among those users, more than 96% of them chose their mobile phone to be their first device. When this web/mobile-web only experience need to access a particular device’s feature such as camera and contacts, it takes more steps compared to a native app, which goes against the original idea of accelerating the efficiency during the disaster period.
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C O M P E T I T I V E A N A LY S I S
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EXPERIENCE MAPPING
11 — 122
SITE MAP
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WIREFRAMES
13 — 122
LO - F I I T E R AT I O N
14 — 122
BEFORE & AFTER
15 — 122
HI-FI MOCK-UP
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COMPLETED PROTOTYPE
Experience walk-through is available on Vimeo: https://vimeo.com/315616330 Prototype is ready on Marvel App: https://marvelapp.com/3d13ghe
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MEASURE OF SUCCESS
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CLOSING
Overall, this was an attempt to design a product that I believe could help Airbnb to discover a new path and make a more significant social impact later on. During this project, I learned that a full investigation on the real use case scenarios was essential. Under the pressure of limited time, in the first week, I was struggling to set up a persona. If I could more time to progress further with this project, I would focus on finding chances to interview more people who recently experienced a disaster evacuation to validate the redesign of the homes searching content page, as well as making contact to those disaster voluntary hosts to test out if my design is useful to them. I had a fun journey creating this case study for applying for the Kleiner Perkins Fellows Program, though I could foresee a better result if I spent a solid one-month of time on this project instead of only two and a half weeks. (In fact, I spent two weeks waiting for one disaster to be detected by The Airbnb Disaster Response Tool. Then I started to navigate and think.)
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MOBILE APP DESIGN
A simple food-ordering web app for a single restaurant - TAP 415. This is a self-directed product design project for Spritz Marketing. The majority of this case study was produced over a three-week period. Tools: Sketch, Illustrator and Marvel App.
C R E D I T S
UX Design - effie lin Te s te r - a k i l j o h n s o n 22 — 122
PROBLEM
TAP415 is a bar/restaurant serves American (Traditional) food in Westfield San Francisco Center. As more and more restaurants and diners at the same location are competing on the existing food-ordering platform like Yelp and Grubhub to generate revenue during lunch hour, TAP415 is seeking for an innovative digital approach to their customer other than offering free in-building delivery.
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SOLUTION
Web App Food Images
Social Media Login/Sign up
instant text 24 — 122
RESEARCH I have found that people who order lunch online are likely motivated by group activity. And they are using online food-ordering platform such as Yelp, GrubHub, Postmates and Uber Eat. In a single food-ordering experience mapping, a user starts looking for delivery food based on their current location, then they decide on what food they are getting based on the existing reviews and images. In fact, TAP415 only has menu which contains no image. Also, I discovered that the amount and rating of online review for TAP415 doesn’t stand out in search. On the other hand, it is also highly essential to reconsider how we define “food-ordering experience”. Firstly, the classic idea of the food-ordering process is to figure out how much food to for how many people. Soon, all available single food item will not only be categorized, but also be visually accessible and relevant to another cuisine to expand the convenience of a group order. Secondly, we need to study a customer’s waiting time. For a not taking a lunch walk case, situation could be work related or simply relaxing while the food is being delivered. What would a product look like that responds to not to interrupt their activity, and provide a simple and delightful food-ordering experience from a single restaurant? 25 — 122
C O M P E T I T I V E A N A LY S I S
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PERSONA
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I N FO R M AT I O N A RC H I T ECT U R E
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LO-FI PROTOTYPE
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TESTING BEFORE - food tracker
AFTER - food tracker
BEFORE - review page content
AFTER - review page content
BEFORE - food item content
AFTER - food item content
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HI-FI MOCK-UP
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COMPLETE PROTOTYPE
Experience walk-through is available on Youtube: https://youtu.be/jMeA_9Ku4pc Prototype is ready on Marvel App: https://marvelapp.com/36c9gfg
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CLOSING
Overall, this was an attempt to design a product that I believe could help a single restaurant to generate more revenue. During the course of this project, I learned the benefits of developing parameters early. By defining the problem by a set of qualifiers, it empowers me to better understand what a successful product would be like. If I could progress further with this project, I would focus on developing this beyond an MVP and establish a more robust set of features. I had a fun journey creating this case study, though on the 3rd week I was on board TAP415 called off because the faith of the restaurant remains undefined.
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MOBILE APP DESIGN
ZOO ME IN
A simple zoo visiting experience boosting app for SF zoo lovers. This is a self-directed product design case study. The majority of this case study was produced over a one-week period. Tools: Sketch, Illustrator and Marvel App.
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PROBLEM
As the smart phone ownership grows, more and more zoos choose to go paperless. Some provide zoo map in pdf format which is available on the zoo official website, some develop a zoo app to engage the visitor experience. However, no one single zoo is able to present all the species at once. Neither one single visit to zoo can guarantee enough time to make balance between watching exhibit and spending time to observe animal. From the visitor point of view, visiting zoo should not be limited as a local travel activity. In fact, zoo as one of the must include spots in every city travel guide, it plays a big part of tourism experience. The latest tourism industry index showcases that the number of visitors to zoos is slowly catching up with the number of visitors to national parks and sites in the U.S. over years.
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PRIMARY & SECONDARY RESEARCH
Photo Credit: Effie Lin, captured in a field trip to SF Zoo on 6/16/18.
Screenshot of SF Zoo PDF map
Screenshot of Denver Zoo App in App Store
Screenshot of Number of visitors to national parks and sites in the United States (in millions), statista
Photo Credit: Effie Lin, captured in a field trip to SF Zoo on 6/16/18.
Screenshot of Number of visitors of zoos in the U.S. 2008-2017, statista
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SOLUTION
My solution is to design an app to not only showcase all contents to assist the visitor’s experience in one zoo, but also build connection between one zoo to another and help to keep track of a zoo lover’s footprint while they are traveling. On another hand, since there is not much public data to support zoo marketing, within my ideation a user database setup will give zoo operation a chance to know their visitors better for further promotion.
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BENEFITS TO VISITOR
• A visitor has option to turn on in-time navigation mode while traveling. • Without entering the in-time navigation mode, location tracker visualizes each paths that a visitor has already walked through. • A visitor is able to view Zoo Exhibit and decide which one to get informed (via text message). • Audio intro of each species is available at each section. • A visitor is able to earn badges by accomplishing small tasks, such as Morning Rider badge is for bike rider arriving zoo before 10am at the weekend. • With AI technology, a visitor is able to upload photos all at once without further sorting onto the community photo stream. • Crowd-sourcing animal photo available in community photo stream allows a visitor to spot an animal’s life even when the animal is trying to hide from your sight. • A visitor is able to favorite a specie and follow many of other life stories in the community photo stream based on species filter.
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OPPORTUNITIES FOR BUSINESS
• The zoo operation will be able to understand more of their visitor behavior. • Enable the possibility for low-cost micro-fundraising for zoo maintenance. • The zoo operation will have a new platform to showcase their content other than their website. • The zoo operation will be able to know which species is popular by tracking the species photo upload frequency and times being favored by the visitor without scheduling extra budget on conducting survey. • A zoo operation is able to connect their content to the potential visitors like never before.
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US E R S EG M E N TAT I O N Secondary:
Primary:
- 20-45, female family member
- 18-35 individuals
- Travel with family members
- Live in the United States
- Casual planner, with slow travel speed
- Has at least one smart phone
- Have higher budget on F&B
- Strict planner, with fast travel speed
- Like to take photos
- Like travel either solo or in a very small group
- Low budget on F&B
- Like to collect special travel souvenir
- Has social media account
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PERSONA - 1 SOLO VISITOR Kyle is a software engineer. He lives and works in San Francisco. At the weekends, he likes hanging out with his friends at a place where to see animal and taking pictures of them. He personally likes observing animal at the zoo and aquarium. And he shares his work with friends on the social media after his visit to the zoo or the aquarium. Although they each set up photo albums specifically for zoo animal, he still find it hard to see photo update of his favorite animal (eagle and mandrill). While Kyle is at the zoo, he finds physical road navigation is confusing, especially when he comes with friends and try to ace all exhibits under Kyle Franz 28 year-old Gears: iPhone 8 + Nikon D750 Social Media: Facebook + Instagram
time pressure. And the official zoo map provided by San Francisco Zoo doesn’t help that much. And when Kyle travels to another city, he likes to schedule a day for zoo. Take Denver Zoo as an example. He traveled to Denver last year and took some good photos while his visited. He leaned a lot about
Travel Frequency: Once per season
those different species than the one showed in San Francisco Zoo,
in the US, and at least twice a year
however, even with the photos he took he find it difficult to identify the
traveling global.
animal he saw and the path and the area that he once walked through. 43 — 122
EXPERIENCE MAPPING - SOLO
1. Arrive at Zoo (Stand in Line for 10 min)
(Ticket get recycled at the main gate)
7. Check Animal Info and Location
8. Take more Pictures
(Look up animal info on the official website on a different web page)
9. Exit Zoo
3. Check Time & Physical Map
2. Purchase Ticket
(Map is framed closed to the main gate. For about 2 min)
6. Check Digital Map (Use zoo wifi to connect to the official website)
10. Review Pictures
15. Finish Upload (The whole editing procedure can easily take up 1.5 hours)
11. Select Pictures to Upload onto Facebook
12. Edit Picture Caption (Need to airdrop all selected photo back to his MacBook first)
14. Edit Location Tag (Removes the auto tag of Zoo location and put on a more specific zone instead)
5. Read Info and Take Pictures
(Take picture with both phone and camera. For about two hours)
(Start reviewing photos on his way home if his devices still have batteries left)
16. Receive Likes
4. Walk Around
(Edit on MacBook)
13. Confirm Animal Info
(Visit the zoo website to double check the animal info while editing caption)
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PERSONA - 2 F A M I LY V I S I T O R Maria is a nurse, and also a mom of three children. Her husband works in a construction company and they all live together in Daly City. All her weekend hours are dedicated to her family. And since their kids like animal, they have a family membership, which also allows them to have either free or 50% discounted admission to more than 100 zoos across the country. But the fact is they know what’s special in those famous zoos in the US off the discounted network, they are willing to pay for the admission. Maria’s youngest kid is only 1 year old. He travels in a stroller. To Maria Barreto 33 year-old
educate her kids about animal, she and her husband takes turns between gathering information of animal, taking pictures of the animal and watch their kids while watching animal.
Gears: iPhone 6S Social Media: Facebook
After each time of their visit to the zoo, they gather to share their experience at the dinner table. And that’s when everyone share their
Travel Frequency: 2-3 times per year
photos and stories of animal. Besides, Maria finds it encouraging to
in the US
share her photo of animal with her friends and family and getting likes on Facebook. 45 — 122
E X P E R I E N C E M A P P I N G - F A M I LY
1. Arrive at Zoo
2. Show Membership
3. Check Exhibit &
4. Plan Route and
Card at the Gate
Physical Map
Make An Agreement (Map is already printed out at home)
8. Take Pictures
6. Arrive at a 7. Capture Animal Info
of Animal
(Take picture of info board)
9. Visit Exhibits
16. Finish Upload
(Takes about 2 min)
Planned Point
from the Nearest
(Look around for the animal intro )
Zone to the Gate
10. Take Animal and
11. Instant Photo Share
Family Pictures
on Facebook
15. Edit Caption
5. Start Exploring
12. Check if Plan is completed then Exit Zoo
14. Request Photos
13. Share Zoo Experience with
(Takes about 1 hour because she need to manually add animal name on associated photos)
(Her husband airdrops all zoo photos onto her phone and let Maria finish creating album)
(Review all photos from different devices altogether)
Family Member
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WIREFRAME SKETCH
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UI ELEMENTS DESIGN
#433233
#9e9394
#ffffff
Cooper Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Zoo Me In Here to spread the true zoo experience from around the world.
Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 48 — 122
UI MOCK UP - SIGN IN
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UI MOCK UP - HOME & CONTENT
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K EY TA S K F LO W - 1 S I G N U P/ LO G I N Goal: User is able to use social media method to sign up and find out their nearby zoo info on their home page
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WALK THROUGH - 1 S I G N U P/ LO G I N
Step 1: launch app
Step 2: see splash page
(tap on app icon)
(tap on “Get Started”)
Step 3: see app function intro card (tap on any sign up method)
Step 4: see home page tutorial (tap on “Start Explore”)
Step 5: see zoo info
(end)
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K EY TA S K F LO W - 2 G E T E X H I B I T A N I M A L’ S I N F O R M A T I O N Goal: User is able to read animal introduction and see its location at the zoo along with theirs
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WALK THROUGH - 2 G E T E X H I B I T A N I M A L’ S I N F O R M A T I O N
Step 1: check out Exhibits (tap on Exhibits button)
Step 2: Exhibits pop up card shows (tap on “Mandrill”)
Step 3: Mandrill’s content page shows (swipe left on card to see info)
Step 4: read all info about Mandrill (end)
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K EY TA S K F LO W - 3 FAVO R I T E A N I M A L Goal: User can search for Mandrilll, mark it as favorite animal and know where to retrieve their favorite animal
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WALK THROUGH - 3 FAVO R I T E A N I M A L
Step 1: start from Home page
(tap on species icon)
Step 2: arrives on species search page (scroll down from either areas down to M session)
Step 3: arrives on M session (tap on Mandrill’s info card)
Step 4: Mandrill’s content page shows
Step 5: heart icon color changes at the background and hint (tap on heart icon or double pop up card shows tap on profile picture) (end) 56 — 122
LINKS
Experience walk-through is available on Vimeo: https://vimeo.com/304679584 Prototype is ready on Marvel App: https://marvelapp.com/17e3g95g
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HOW TO MEASURE SUCCESS - KPI
Prototype Testing Phrase: • A user is able to fully depend on Zoo Me In app to navigate through any zoo around the world without physically be there. • A user is able to favorite species on Zoo Me In app and follow up the species life update by seeing zoo gallery photo stream. • A user is able to extend their overall zoo experience by sharing photo with friends.
Product Launch Phrase: • A task success rate on task 1 and task 2 will be higher than a user’s current approach (a mixed usage of web guiding, physical map and individual zoo app). • A task completion time will expect a 50% reduce.
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REFERENCE
Content Research:
San Francisco Zoo (http://www.sfzoo.org/)
Mandrill introduction (http://www.sfzoo.org/animals/mammals/mandrill.htm)
National park tourism in the U.S. - Statistics & Facts (https://www.statista.com/topics/2393/national-park-tourism-in-the-us/)
Number of people who visited any zoo within the last 12 months in the United States from spring 2008 to spring 2017 (https://www.statista.com/statistics/227507/zoo-visitors-usa/)
Photo credit:
picture of woman - by Amber Morse, on PEXELS (https://www.pexels.com/photo/photography-of-family-near-pine-tree-1113188/)
picture of red panda - by Mathias Appel, on Flickr (https://www.flickr.com/photos/mathiasappel/24684982959/)
picture of parrot - by Derrel Und, on PEXELS (https://www.pexels.com/photo/close-up-photography-of-yellow-parrot-697443/)
picture of giraffe - by Darcy Lawrey, on PEXELS (https://www.pexels.com/photo/brown-and-beige-giraffe-standing-near-black-metal-fence-946265/)
picture of lizard - by KUNAL, on PEXELS (https://www.pexels.com/photo/animal-blur-chameleon-close-up-620142/)
picture of goats and a woman - by Brett Sayles, on PEXELS (https://www.pexels.com/photo/woman-in-black-shirt-beside-white-llama-1040396/)
picture of penguin - by Magda Ehlers, on PEXELS (https://www.pexels.com/photo/black-and-white-penguins-986805/)
picture of red-rumped agouti - by Dan Sloan, on Flickr (https://www.flickr.com/photos/dantoujours/23791159465/in/photolist-JTfUXT-bBjuhd-gkaiNZ-CfkUQz-BPtFfh-cZRPfo-BM1A89)
picture of amazon milk frog - by Helen Simonsson, on Flickr (https://www.flickr.com/photos/hesim/13897635151/in/photolist-28omm22-VMDiR5-dgaZTo-X6bJ2j-fG9hDM-CEPDfM-CEPEFT-CdGa1A-C7jqtD-Syu8napqBnnb-bqdA7U-nb61Ka-bD8vfi-dgaYbz-bD8vd2-oLdhux-7BnSyG-bvqUdo-bJkFiF-bqdAeS)
picture of tree snake - by Pixabay, on PEXELS (https://www.pexels.com/photo/dry-animal-gift-dangerous-38438/)
picture of mandrill (top) - by Pixabay, on PEXELS (https://www.pexels.com/photo/animal-sitting-dangerous-africa-38280/)
picture of mandrill (bottom - left) - by William Warby, on Flickr (https://www.flickr.com/photos/wwarby/7190756722/in/photolist-bXqvsb-noRatg-24m52-aedy1M-6mEPT3-dfESPW-VhK8A8-ocTjhi-6RJuYW-aegnxs-
picture of mandrill (bottom - middle) - by Michael Fraley, on Flickr (https://www.flickr.com/photos/mrfraley/23978028129/in/photolist-CwREo6-22392u-E5CSzx-9t6XQA-D6Qdkw-cZ8xNy-pJPmUB-4XVztD-MuQqc-
picture of mandrill (bottom - right) - by Jorg Weingrill, on Flickr (https://www.flickr.com/photos/joerg73/10692841526/in/photolist-hhTBfE-pK29mw-nzas5-3KyuwV-dGDrvD-aprU1d-68zZyy-Hm7Hwv-oAccWK-
6PYVng-5tB7w1-3KyuFk-9HsTsk-DTx9Lf-5tA9zd-7xKYrH-5tBscb-nAVUu9-x6GE93-iwT82-oEoUgG-ddUU8u-nRnZSA-srRygn-e1mWjP-3KyuWi-AUj6dV3KyuQP-tuJEFa-e9q1pS-6yQyRF-otdFpG-fo6ZQP-cbcv8C-pVfLJ1-5Eb3ZB-6tCnu5-nxoqUb-32RGsw-ncvLou-azEkto-aiRjAz-9LoMSd-32RGyY-rwWkpxT9zD8-af9xNC-4qKQLw-rwWjK) dHwwQq-gwcYK-93q4eT-bq1LB9-b3AMCK-7qQ9UU-7UdqtL-SCZhp-7UdqvQ-3brjTd-3bmTwB-3bmRT8-obLCgk-82zDZ1-96dDJw-225ngw-xU w4Bn-9YTnLe-6TvZhp-DN39bq-DTx9Lf-nRnZSA-e1mWjP-3KyuWi-AUj6dV-3KyuQP-b6u6mB-TKhGqw-7UqiES-GfKB4-nxDjkg-GfFyY-2X8dvw8dDaUv-98HEBY-98ExcF-2X8dhd-noyPQX-24kAa-bXqvsb-noRatg)
223fQu-22392u-E5CSzx-jDDUjK-CwREo6-cZ8xNy-pJPmUB-4XVztD-MuQqc-dHwwQq-gwcYK-93q4eT-bq1LB9-b3AMCK-7qQ9UU-9t6XQA-7UdqtLSCZhp-7UdqvQ-3brjTd-3bmTwB-3bmRT8-obLCgk-82zDZ1-96dDJw-D6Qdkw-225ngw-xUw4Bn-9YTnLe-6TvZhp-b6u6mB-TKhGqw-7UqiES-GfKB4-nx Djkg-GfFyY-2X8dvw-8dDaUv-98HEBY-DN39bq-noyPQX)
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CLOSING
Overall, this was an attempt to design a product that I believe could help build up more connection between a zoo and their visitors. During the course of this project, I learned to use a new prototyping tool named Marvel App. By using the record function of Marvel App, I was able to export short video to get feedback while showcasing for peer critique. I had a fun journey creating this case study as a monthly product design challenge to myself. I look forward to share more ideas with each and everyone of you.
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M FA T H ES I S P ROJ ECT
A resource hub for homeless/people at-risk of homeless to find social resource. This is a self-directed product design case study. The majority of this case study was produced over a seven-month period. Tools: Sketch, Illustrator and Marvel App.
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PROBLEM
As technology and philanthropy develop, more and more people have digital access. But it doesn’t mean people are getting the same number of resources, especially to those people from a lower income tier, in poverty and the homeless. Supposedly, social resource distribution aims to relieve the urge of fulfilling one’s basic needs. However, the current system of social resource distribution still mainly relies on paperwork which takes long time to process. It only enhances on promoting the equality of getting the resource. Without setting up a self-assist easy access platform to visualize all social resources for those people in need and guide them throughout their life transition. People often time feel hopeless while waiting on the waitlist and can become homeless.
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SOLUTION
My solution is to design an accessible digital product to not only help homeless people and those at-risk of homelessness to reach out to social resource easily, but also to make their requests for resources transparent to homeless support agencies, donors and other stakeholders. This will build the connection between the requested funding and the highly needed public resource, and also build the trust by improving the efficiency of public services.
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RESEARCH - MARKET
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RESEARCH - OPPORTUNITY
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RESEARCH - PEOPLE
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PERSONA
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WIREFRAMES
70 — 122
LO-FI PROTOTYPE
71 — 122
MID-FI PROTOTYPE
72 — 122
BEFORE & AFTER
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HI-FI MOCK-UP
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PROOF OF CONCEPT - 1
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PROOF OF CONCEPT - 1
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PROOF OF CONCEPT - 1
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PROOF OF CONCEPT - 1
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PROOF OF CONCEPT - 2
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PROOF OF CONCEPT - 2
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PROOF OF CONCEPT - 3
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UI ELEMENTS DESIGN
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COMPLETED PROTOTYPE
Use case walk-through is available on Vimeo: https://vimeo.com/261419441 Prototype is ready on InVision: https://invis.io/G2HMF984RAS
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CLOSING
As I connected and pitched to the officer from the Department of Homelessness and Supportive Housing, I realized Start Point, has somewhat big social impact. In general, I’m still happy with the outcome and hope to something like this gets built. After I had my first bite of 0 to 1 product design, it truly unlock my passion of designing accessible product even from a difficult angle.
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VISUAL DESIGN
EFFIE’S BRAND PRESO
A full branding documentation of my own. It’s directed by AAU instructor Maria Spiridonova. The entire project was produced over a eight-week period. Tools: Illustrator and InDesign.
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BRAND ADJECTIVES Empathetic Being open-minded and allow other’s energies participate in my product design process.
Strategic Good at setting up long-term goal and develop a considerate way to achieve.
Doer Can either go solo or team play, as long as there is a problem out there for me to solve.
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LO G O A N ATOMY
+
+
=
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LOGO STRUCTURE
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LOGO GUIDELINE
Clear Space Guide .5x
.5y
Minimum Size 1x
.5x .75in / 56.25px
.75y
Minimum Point Size: 0.75 inch (19.05mm) wide
.5y
Minimum Digital Size: 40 pixels wide
.5in / 40px
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BUSINESS CARD Front
Back
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LETTER HEAD Cover Letter
Resume
Letter Back
effiedesign.sf@gmail.com 1.415.260.1880 effielin.com
effie lin Product Designer
I am a multi-lingual full-stack UX/Product Designer seeking full-time opportunities in creative/ tech companies from
SKILL Illustrator
anywhere around the world. Sketch After Effects Photoshop
EDUCATION
EXPERIENCE
Academy of Art University
Creative Intern, Spritz LLC
MFA candidate, Web Design and New Media 2015 - Dec. 2018 (Expected) Hult International Business School Master of Social Entrepreneurship 2012 - 2013 Macau University of Science and Technology BA Hospitality and Tourism Management 2008 - 2012
3 YEARS
2 YEARS
2 YEARS
2 YEARS
HTML/CSS Javascript Marvel App InVision
3 YEARS
3 YEARS
2 YEARS
2 YEARS
Sep 17, 2018 - present | San Francisco, CA Develop design concepts and solutions based on creative briefs and clients’ business strategy; Ensure that design is on brand and strategically aligned with goals; Adhere to timelines and schedules set in place; Present concepts to Creative Lead; Execute and produce design communications for diverse media (print and digital); Collaborate with other team members’ design and production.
Visual Identity Freelance Project - Cryptoware (USA Blockchain Technology R&D Center of Huobi Group) Sep 12, 2018 - Oct 10, 2018 | San Francisco, CA Logo design documentation; Poster design for the company new brand; Flyer design for company general informatioin and recruiting update.
ACTIVITIES Event Volunteer Market Street Prototype Festival / AIGA / SF Design Week
Volunteer Librarian The Nextdoor Shelter
Fast Prototyper / Product Contributor Hackathon events
Doer / Business Development Manager, MoWeather (Silicon Valley office of Moji China) 2013 - 2015 | Mountain View, CA Collaborated with international engineering team and product development to deliver a localized experience for the first English version of the mobile application; Collected user feedback and data to discuss featured content design decisions; Day-to-day content quality control on social media; Prepared press release; Ran demo booth at conferences and identified cross-promotion partners; Helped recruit potential candidates.
Fundraising and Marketing Intern, Teach With Africa 2013 | San Francisco, CA Assisted with Teach With Africa Gala event management, budget control, and stakeholder relationship maintenance via email.
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PLANNING & BUILDING
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LINK
View entire branding documentation: https://drive.google.com/file/d/1fUyeEZoRYhyiSA0Xz0L95HyyU6bufFJQ/view?usp=sharing Portfolio site is ready: https://effielin.com/
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LOGO DESIGN PROPOSAL
A logo design freelance project for a blockchain R&D company named Cryptoware. Their parent company is a top-ranked blockchain investment company named Huobi Group. The entire proposal was produced over a four-week period. Tools: Illustrator and InDesign.
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COLOR
#2E72E2
#173971
#7BD2E8
#5AD5B3
Primary Color Choice
Secondary Color Choice
Blue represents for
Light blue and green represent for
trust and calm.
flexible and sustainable.
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I D E AT I O N
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Ideation Blockchain + Welcome + Variety
The abstract of cube represents for the company function. The opening from the right hand side and from up to bottom is following the Chinese/American reading habit, and it stands for the company staying open to new oppurtunities. Last but not the least, with the two little cubes appreal to be the new function inspired by the main blue, which showcase Cryptoware’s R&D capability in Silicon Valley.
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TYPOGRAPHY
Cryptoware Typography San-Serif
San-Serif font face creates modern feeling of the brand, while capitalizing the initial letter draws a line between formal and innovation. It also inherites the tradition from the parent company Huobi.
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FINALIZE
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LO G O PA I R I N G
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CLOSING
Overall, this was my first freelance work. Since the operation of my client’s parent company is based in China and they were to develop a new brand in the Silicon Valley, I learned to explain my creative process and approach in a multi-lingual environment. What’s more, I became more flexible in terms of adapting into clients’ timeline and fulfilling demands. I had a fun journey creating this logo design proposal. Please do not hesitate to contact if you ever need help on small branding project.
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WEB DESIGN
phome - Hackathon Project Software: Illustrator
Hackathon: GlobalHack VI 2016
Introduction: GlobalHack VI was a 72hr hackathon addressing social issue. It took place in San Luis in 2016. The mission for that year was to team up and build software that helps homeless support agencies like the St. Patrick Center and other service providers better answer the question - how can we do more with less? I was the only designer in a team with 6 geeks and hackers. Our idea was to recreate the agency client performance monitoring system with machine-learning. An agency would end up saving budget on forming multiple outreaching teams for off-site task. All they need to do is to get their clients’ data entered in the system, and then the clients’ status will be check frequently by the survey we designed when each time they call to request service. Unfortunately, our team stopped at the Semifinal round due to some technical issue. The purpose of this project is to present my web design skill.
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MeetingMaid - Hackathon Project Software: Illustrator
Hackathon: Global AI Hackathon - San Francisco 2017
Introduction: The Global Hackathon series is a community-centered event. It is run by local event organizers around the world. And Global AI Hackathon is focusing on creating new product experience with Artificial Intelligence. I was the only designer in a team with another 3 engineers. Our idea was to create a meeting content analyzing product to improve the efficiency of product management. Although our team did not make it to the final round because of a failure on the technical demo, we received positive feedback on our platform design. The purpose of this project is to present my web design skill.
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MOTION GRAPHIC
Use Case Walk-through / Concept Video
Link: https://vimeo.com/261419441 Length: 2 minutes and 41 seconds
Software: After Effects + Illustrator
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Introduction: A concept video production to demonstrate how a homeless person could benefit from the Start Point app. The purpose of this project is to assit the ideation of my thesis project - Start Point.
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Mobile App UI Walk-through / Concept Video
Link: https://vimeo.com/212547612
Length: 36 seconds 1
Software: After Effects + Premiere Pro
Introduction: GoEat is a local foodie recommendation app based on
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different dining preferences. The user has options among MEAT EATER, VEGETARIAN and MONEY SAVER, which each is visualized as Kitty, Bunny and Dummy. This video is showing first version of experience walk through. The purpose of this project is to showcase my video editing and
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mobile motion UX skills.
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Logo Animation for Man Camp Link: https://vimeo.com/208624116
Length: 10 seconds 1
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Software: After Effects + Cinema 4D
Introduction: Man Camp is a religious outdoors activity group organized by Crossroads Christian Church in Ohio and Kentucky states. The purpose of this project is to showcase the outdoor experience of the Man Camp.
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Reference: (original logo - - https://www.brandsoftheworld.com/critique/man-camp-mens-retreat-logo-0)
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10s & 20s Character Motion Link: Super Mario - - https://vimeo.com/205591808
Kitty & Bunny - - https://vimeo.com/205756922
Length: Super Mario Loop - - 10 seconds
Kitty & Bunny - - 20 seconds
Software: After Effect + Cinema 4D 1
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Introduction: Do it just for fun. :)
The purpose of these two projects is to showcase my 2D & 3D Character animation skill.
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Museum Exhibition Poster Software: Illustrator + Photoshop
Introduction: This is a poster design for a digital installation exhibition at the Museum of Tolerance in Los Angeles. This poster leverages lines and space to interpret tolerance and intolerance.
The purpose of this project is to showcase my visual design knowledge.
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Wedding Gift - Poster Software: Illustrator
Introduction: This is a poster design for my best friend - Gabbie Z. To Gabbie, love used to be so closed yet so far. She wanders around illusions with her confidence and positive thoughts. Eventually, true love conquers fear and hesitation. In my design, I use rotation to create illusion, and contrast between black and white to showcase Gabbie’s confidence. A chronically order of placement interpreters Gabbie’s strength and self-motivation along the road of seeking her true love. To the future, there might be some unpleasant moment happen. But it might as well be presented as a rotated love. Stay positive and communicate with each other with heart. May your love last forever with bless.
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BURN POT TO BE WASHED Length: 9 spreads
Software: Lightroom + Photoshop
Introduction: Bitter can be a taste or a feeling. In my book, BURN POT TO BE WASHED, I use collected images related to the topic and apply watercolor artwork on top as a comp to visualize the human feeling of bitter. The color of this book goes from bright to dark, and back to bright, which asks the audience to think in a positive way of their life.
overview
The purpose of this project is to present my understanding of producing artistic comps and book making skill.
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BURN POT TO BE WASHED
cover spread
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BURN POT TO BE WASHED
last spread
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and more... LinkedIn: https://www.linkedin.com/in/effielyf/ Portfolio: http://effielin.com
Personal Branding Book: https://drive.google.com/file/d/1fUyeEZoRYhyiSA0Xz0L95HyyU6bufFJQ/view?usp=sharing Wireframes Collection: https://docs.google.com/presentation/d/1fdgAThQ_Icz_MPnn-KlB9QczoRpGhIYA6iYvupECRU0/edit?usp=sharing
Case Study at Work - TAP415: http://effielin.com/tap415.html Hi-Fi Prototype: https://marvelapp.com/36c9gfg
Case Study_1
- “Airbnb + Weather”: http://effielin.com/airbnb+weather.html
Case Study_2
Hi-Fi Prototype: https://marvelapp.com/3ch435d
- Zoo Me In: http://effielin.com/zoo-me-in.html Hi-Fi Prototype: https://marvelapp.com/17e3g95g
Thesis Project
- Start Point: http://effielin.com/start-point.html Hi-Fi Prototype: https://invis.io/G2HMF984RAS
Motion Graphic & Concept Video on Vimeo: https://vimeo.com/effielin Illustration on Dribbble: https://dribbble.com/effiedesign 121 — 122
About Effie
Hi there! I’m Effie, an empathetic and self-diciplined UX/Product Designer with a background in business. I spreak fluent in Cantonese, Mandarin and English. And I enjoy traveling as well as building things from 0 to 1. I look forward to working with you on the next social impact driven product/service! ;-D
Best,
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Š Effie Lin. All Rights Reserved. 415.260.1880 effiedesign.sf@gmail.com effielin.com