EW

UI/UX

User Interface and Experience

The Mathematics of Design

EW

Sequoia Redesign

2018 - 2019
User Friendly Template and CMS System for Web and Mail

The Sequoia system is a large SASS platform that allows real estate brokerages of any size to have an maintain a performant, reliable, and good looking web presence that not only surfaces their inventory, but has deep marketing integrations and personell management. It's a top to bottom full service system for getting a brand online to the fullest capacity.

The platform is fully content, image, font, color, theme, and component customizeable, with a Google Material-like card system and a hierarchy of inheritence that makes fully customizing a business web platform from scratch with over fifty unique pages take minutes.

How to design for user customization in an age of responsive design?

How do you develop a system that allows for fully custom content without overwhelming an audience traditionally outside of the technology space? And how do you do it in an age where designs have to respond to many different devices and input methods? This was a big ask, and we worked with customers and through multipl stages of design to find the best solution. Systems like squrespace had a piece of the puzzle, but are far too complex for the laymen audience.

In the end a hybrid design of internally produced layout templates, user chosen card components, and a development focus on extensible, structured, coding practices that could keep it all together proved to be the best route forward.


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Prototyping this site in a weekend

2019

The design process is an excersice in research and understanding as well as design. A design portfolio is meant to be a piece itself, and the experience that it delivers comes across just as strongly as any of the projects or stories it tells. In rebuilding this site I wanted to make sure it came across as human, striking, and unique. Being personal but also professional is a tough needle to thread, but I decided to try to do it in a weekend.

First was brand identity. I chose a combination of strong, basic additive colors that would be instantly familiar but still impactful to anyone. Similar, but more constrained than the palate used in my last portfolio. I followed up with numerous tests for font combinations as well as some blocking to see how the colors contrasted with imagery and type. I settled on a combination of the tride and true Open Sans and the playful Bebas Neue, which provides a comic-like blocking to my headlines that suits the primary colors.

Competitive Analysis, Goals, and Paper

While researching color and type I was looking at my "competition". In many ways a portfolio is a statement of fashion, with different professional careers opting to express themselves in different ways. I browsed many award winning sites from the past few years and mocked up treatments by hand on a trusty dotted mini-sketchbook. This not only helped me determine content flow and layout, but also started the process of winnowing down what content I would want to display, and how. It also gave me a window into the why's of other professionals, as well as what was working and what wasn't.

There are limits to what can be blocked out by hand, animation and complex navigation styles that don't map 1:1 to a piece of paper exist, but they are fast and can really narrow down scope and provide a basis for further work. In the end I had mocked up 10 sites as well as my own, while notating what worked, what didn't, and what kinds of technologies and features I believed I could work into the process.

Clickable prototyping

Rapid prototyping of designs is a big benefit of modern design software. For this project I used Adobe XD to do the early blocking. From there I was able to create clickable prototypes that helped me determine scale and flow, as well as figure out a bit of my navigation. There are limits to this kind of prototyping, whether its technical or structural. For instance XD is incapable of the kind of within-page links that I use on this site. But, much like the sketch mockups it helps to further clarify the final design as well as present weaknesses and strengths. With the prototype built I moved on to a semi-final treatment of the design itself, still using XD but featuring functional placeholder content and text.

The box below is a version of my early clickable prototype. Go ahead and try it out (It's interactive)!

Click or tap to load the prototype
EW

Hi, I'm Ethan.

I've been designing for 15 years

And { coding } for 7.

I'm currently doing it in Boston

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Feel free to contact me to discuss design, technology,
our next project, or just because you felt like it!

Wanna talk? Email me!
ewelner22@gmail.com

Or drop a line at
+1 207.210.3923

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