Densho

Umit Gokce — Fri, 21 Dec 2012 00:05:46 +0000

A bilingual online learning app

was created featuring renowned artwork, artist interviews, original music and extensive use of archival photography with award-winning results.

“UBG possesses that rare combination of artistry, technical know-how and content knowledge that is needed to create powerful educational experiences for website users. During my twenty years of creating computer software (IBM, Microsoft, Densho), UBG stands out as having exceptional talent.”

Tom Ikeda, Executive Director

I. Background

Densho is a nonprofit focused on preserving and disseminating the legacy of the incarceration of 120,000 Japanese Americans during World War II. Densho received grants from funding sources including the National Endowment for the Arts to create bilingual online educational modules for middle-schools in America and Japan.

II. Goals

UBG was asked by Densho to create an online learning application based on a series of renowned paintings and the detainment camp diaries that inspired them. UBG collaborated with Densho’s team of educators, researchers, editors and critically acclaimed artist, Roger Shimomura.

Key Goals

Inspire student awareness and critical thinking
Promote learning and exchange between U.S. and Japan
Develop a format for innovative teaching material

III. Challenges

Branded by UBG as “In The Shadow of My Country”, the project included various bilingual and bicultural requirements as well as the need to effectively present complex subject matter to an audience of young students.

The project also had to balance a necessity for youth-friendly design with both the seriousness of the subject and a need to respect the artist’s personal story and creative work.

Key Issues

Bilingual/bicultural concerns
Need to present challenging topics to young audiences
Maintain historical reverence and artistic integrity

IV. Solution

Densho’s extensive archive of photographs, videos and audio interviews were first reviewed for suitability for users in both U.S. and Japan and then optimized for classroom use.

The online learning module’s user interface and look-and-feel were visualized using multiple iterations of hand sketches, wireframes and Photoshop design comps.

The navigation / timeline required both an English and Japanese version as well as a toggle function for foreign language students. The solution was developed using XML and ActionScript.

UBG also directed and edited video interviews with the featured artist, Roger Shimomura. A portrait style borrowed from Edo era woodblock prints created a distinctive look to the videos.

V. Takeaway

By applying a multi-phase user-centered design process, UBG was able to precisely tailor highly charged and complex subject matter to young multicultural audiences.

In recognition of its efforts, UBG received the Web Marketing Association’s WebAward for “Outstanding Achievement in Web Site Development”. Past winners of the award include Disney, HP, IBM and FedEx.

Key Lessons

Correctly matching the tone and presentation of content with users allows for even “difficult” topics
With proper design and delivery, Flash can create compelling courseware experiences

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Murphy & Associates

Umit Gokce — Thu, 20 Dec 2012 11:35:06 +0000

We created a great user experience,

formed a digital strategy, and redesigned the Website and Intranet with award-winning results.

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“We wanted someone who could think through the larger implications of how our Website integrates with our business, our clients and our internal systems. UBG fit the bill perfectly, and we couldn’t be happier with the results.”

Joel Murphy, Vice President

I. Background

Murphy & Associates is a leading consulting firm based in the Seattle area. Founded in 1980, they recruit and place hundreds of high-end IT and business professionals.

II. Goals

Joel and Eric Murphy’s vision was to significantly improve their online presence to effectively serve both the business managers and IT consultants they brought together on IT contracts.

Key Goals

Focus on the user experience
Convey a clear message of high quality
Integrate well with back-end systems

III. Challenges

Murphy & Associates had developed its own internal management systems, some of which were made available online to their IT consultants. These systems lost their value when integrated with their existing, ineffective front-ends.

The key challenges were to identify the user and design an elegant yet cost-effective digital solution for them using current Web technologies.

Key Issues

Define user wants and needs
Manage project expenses
Manage technology architecture compatibility

IV. Solution

Initial meetings focused on understanding Murphy’s user profiles, business objectives and Web-specific goals. The information helped define the user experience and how it would inspire desired user actions.

With the user data in hand, wireframes and design comps of user interface designs and rich media content were created to simulate integration with Murphy’s server based applications.

Functional UI elements and Flash based content were then developed for the front-end of the public and password protected Murphy Websites.

Video interviews of consultants and managers were filmed and edited. They were then built into an interactive FAQ covering a range of specific concerns in working with an IT staffing firm.

V. Takeaway

A thorough understanding of its users and a multi-functional, user-centered design process for their Website redesign helped Murphy & Associates to be voted NWJobs People’s Pick for Favorite Temp/Recruitment Agency in 2008, 2009 and 2010 and also Favorite Eastside (Seattle) Company in 2009 and 2010.

Key Lessons

Establishing an optimal user experience has high rewards
Peer-based video FAQs are highly effective with users

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Synergetic Finance

Umit Gokce — Wed, 19 Dec 2012 23:24:22 +0000

UBG repositioned their corporate identity,

established a new digital strategy and redesigned their Web presence.

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“Synergetic Finance was looking for a brand identity and Website capable of quickly and clearly communicating our evolving business to a new audience. UBG’s process-based consulting approach helped lead us through our goals, challenges and solution in a timely and efficient process.”

Joe Maas, CEO

I. Background

Synergetic Finance, led by CEO and Founder Joe Maas, is a financial services firm with a strong client base. Known before UBG’s rebranding as Synergy Financial Management, the company prides itself on exceptional subject matter expertise and sophisticated processes.

(Previous brand identity)

II. Goals

Joe Maas wanted to grow his organization to include complementary business units. His company needed to effectively communicate its new business services to target audiences.

Key Goals

Redefine/reposition brand
Give users clear messages
Motivate Website users to take action

III. Challenges

Synergetic’s reorganization would take place during a deep recession and Joe’s was one of the hardest hit industries. Though he recognized the slowdown to be an opportunity, Joe still needed to closely manage expenditures.

Joe was also concerned about preserving his company’s core foundation in financial management and did not want to alienate a loyal clientele. Especially now, Joe knew he had to minimize any risk of losing existing business.

Key Issues

Define user wants and needs
Manage project expenses
Manage technology architecture compatibility

IV. Solution

Analysis of Synergetic Finance’s clients and services identified a cyclical relationship, or financial ecosystem, among the planned business units.

The Synergetic Finance brand, developed for the new umbrella organization, conveys the three business units depicted as an interwoven process.

The Website’s user interface and look-and-feel were visualized using iterations of wireframes and design comps.

Specific informational flows were architected as content “tours” with jQuery based functionality.

V. Takeaway

A key takeaway was the importance of communicating a central relationship between various functional parts. In this case, it was the role of the financial ecosystem as the unifying factor for the Synergetic Finance business units as well as its significance as an easy to understand concept for Website users.

Organizing information within multiple Website tours proved to be of strong value. It served as an effective conversion funnel by giving users a guided path of discovery to desired actions.

Key Lessons

Identify and communicate a core relationship with users
Web tours can effectively serve Website conversion goals

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