giving you a voice

Run Chica combines UX expertise with story craft. Regardless of the latest gadget or new heuristic, what remains at the center is a human urge to connect. We deliver stories in all formats. We are excited by projects that expand public consciousness on environmental and social issues needing a voice.

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    CITY UNIVERSITY - Educational Media (online/DVD)

    CITY UNIVERSITY – Educational Media (online/DVD)

    Educational Media (Online/DVD): Various titles Client: City University
    Agency: Talking Dog Media
    Team: Writer/Producer, Char Easter; Flash and design: Melanie Smith, John McColloch, David Rosenfeld

    I was responsible for creative and operations of all content including coursework, graphics, and tutorials in Flash, Director, film/video formats. I also managed a team of writers for the online portion of the coursework, which involved establishing comprehensive style guides as well as mentoring the interactive writers to think past static to write for motion.

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    T-MOBILE - Creative Share (web)

    T-MOBILE – Creative Share (web)

    CHALLENGE: T-Mobile needed a single source for agencies working on campaigns to download style guides, fonts, logos and other brand assets. There was also the challenge to maintain creative consistency across T-Mobile’s campaigns with various agency vendors working in isolation.

    APPROACH: Taking the client directives, I organized a secure intranet site into three sections: Share (view and upload campaigns, creative briefs, etc.); Brand Overview (view guidelines); and Toolchest (download assets). Time and budget were a constraint, so I negotiated with the client and my manager to allow a user test phase by conducting the user tests onsite at the agencies who were participating–to save them time. To test the design, I worked with the dev team to build a protoype for a user test. I named the site Creative Share.

    SOLUTION: The user testing helped me identify terms that were confusing, discern what features to add or delete, etc. Creative Share gave vendors DIY access to resources with a CMS to manage their work (upload campaigns in progress and delete outdated samples). T-Mobile was able to refresh brand assets for all vendors in a centralized location and stay out of the handoff process.

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    TOYOTA - APPETITE FOR LIFE

    TOYOTA – APPETITE FOR LIFE

    PRODUCER/WRITER, MSN Branded Entertainment Experience Team, Seattle. For Toyota, we leveraged Bing maps into the site features to create an animated road trip route that synced with locations on the fly in the video. Users could also create their own routes and add pushpins marking their favorite road spots. I wrote copy in the tone of the site and managed and maintained content working between the editorial and development teams including editorial calendars, alerts and user-generated content. Designer: Kris Bergen, Editorial lead: Jeff Chavez. http://appetiteforlife.msn.com, http://msnbeet.com/work/appetite_for_life

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    SUBWAY - Fit to Boom (web)

    SUBWAY – Fit to Boom (web)

    PRODUCER/WRITER, MSN Branded Entertainment Experience Team, Redmond. Reveille teamed up with MSN and MSNBC to create Fit to Boom, a web series featuring baby boomers who have embarked on major, health-driven life changes. Their stories, by design and evidenced in the abundant user comments, inspired viewers to consider their own life changes. A contest awarded one winner $20,000 to fund their life mission. Designer: Richard Worsfold, Editorial lead: Jeff Chavez, OMM Awards 2010, http://www.youtube.com/watch?v=ToshK8wSy7k

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    HALO 3 - MSN portal (web)

    HALO 3 – MSN portal (web)

    WRITER/PRODUCER. MSN Branded Entertainment Experience Team. The Halo 3 Fan site was poised to build excitement for the Halo 3 launch, which proved to be the biggest entertainment event of 2007. It debuted videos by Peter Jackson and the Silverlight player. I wrote the site copy as well as articles that got me into some highly coveted press events at Bungie Studios. As a producer I managed all content, working with the design and development teams and coordinated the video and article refreshes.

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    DOVE - Dove Oscars® Video Creation Tool (web)

    DOVE – Dove Oscars® Video Creation Tool (web)

    INTL PRODUCER/WRITER, MSN Branded Entertainment Experience Team, Redmond/London. As the Editorial lead for the London MSN office, I worked across Seattle, NYC, and London teams, as well as multi-tiered stakeholders including the Oscars review team. I collaborated with UK dev and design to create a UI that guided women through the process to create a 30-second ad. The winning ad aired during a commercial break at the Oscars®.

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