Fluence: Platform and Website
Designed and built both the marketing face and the working web app for a platform connecting artists, promoters, and curators.
Overview
Fluence connected artists and promoters with the curators who could champion their work. I handled the full arc of the product surface: the marketing site that had to captivate and convert two very different audiences, and the responsive web app itself, which worked across desktop, tablet, and mobile. On both, I did the design and the front-end engineering.
The challenge
The marketing site had to speak persuasively to two audiences at once, artists and promoters on one side, curators on the other, without diluting either message. The app had to make a novel value exchange feel simple and trustworthy on any screen.
What I did
I owned interaction design, visual design, and front-end engineering across the site and app. On the marketing side I also produced the photography and videography that carried the brand. On the product side, I designed the responsive experience and built the front end, so the handoff gap between design intent and shipped result simply did not exist.
Outcome
Fluence launched in Spring 2015 with the marketing site and the responsive web app sharing one voice and one visual language, which is the natural result of one person owning design and front end across both. Carrying a surface from interaction design through visual design into shipped code closed the handoff gap entirely: there was no moment where intent could be lost in translation, and no detail that could quietly be dropped as too expensive to build.
