RoleS and responsibilities
Built design teams to facilitate the 360 launch of a new type of wearable called Cove. Led internal and external teams to product the Cove App, marketing website and all marketing materials.
Team
Cove
Brand launch
Process
Context: Cove is dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad
The device
Our device was unique and we took notes from how smart phones car ads are depicted. We created spots focused around closeups and camera pans of the sleek hardware.
Putting Cove in human context
Early on, we saw lots of questions on how Cove is used. We realized that we needed to show humans interacting with the device to provide context and scale.
The Cove app
I completed one iteration of the app early one as the sole designer. After I was elevated and built a product design team, we refined and completed a second set which eventually launched in the App Store.
Successfully launched in the App Store
Cove successfully launched in the App store in early 2021.
Follow the data and relaunch
After launching the inaugural website, we took the data and feedback we collected and created a more optimized site experience.
Results
I spent 2+ years working at Feelmore Labs and went from being a freelance UI motion designer to VP of Creative. In that span we successfully launched Cove to the world, raised additional funding, featured at Ted Talk and saw steady user adoption.
20k+ units sold
As with all new products, we started selling only a few units weekly to over a hundred weekly as we iterated and improved our cross-channel strategies.
2:25 Time on site
After learning from our mistakes we refreshed our marketing strategy and website to improve our time on site from :30 to over 2:25, after simplifying education.