Product design, service design, strategy, user experience, brand design, research, leadership
Consulting design director
Apr 2017 to Dec 2021
Shep is a travel startup mostly based in Austin, TX.
Their main goal is to keep people safe and informed as it pertains to travel, especially business travel. Travel risk and health factors are changing rapidly, especially these days. And so, in the form of a browser extension, Shep communicates critical information to the right travelers at the right time. For instance, guidance to cease non-essential travel due to COVID-19 or not being able to book accommodations in an area because of public safety concerns or visa requirements of which travelers should be aware.
Beginning in summer 2017, I dug in with the making, directing, and managing all things design, working with the Shep team as well as several design freelancers to manufacture all necessary components of the end to end experience — including the plugin, the public website, the dashboard as well as other authenticated components, and brand development.
These days, I work about four (4) hours a month, directing two designers, and we keep one idea in mind: shipping good and clear — read: not perfect — work without ego. Efficiency is especially important because the product is moving fast and the team is distributed, and socially distant, across Austin, Dallas, Montevideo (Uruguay), San Francisco, Vancouver (Canada). All said, using Figma, Principle, Slack, Asana, and Zoom meetings, we're keeping pretty good time.
When we started, we had a slightly different tact. We were initially focused on the off-channel booking as a pain point but not restricting or limiting capability like so many online booking tools (OBTs) do. This was more about using data to give the traveler more accountability and the travel manager and/or travel management company (TMC) real-time insights into where, what, and why travelers book "rogue".
So, what's next? Currently partnered with Travel Centre among others, we're exploring how we can support the wide-ranging needs of an enterprise-level TMC by revamping the tools at-hand (modal builder and dashboard) while leveraging existing data sets to level up the experience.
Interesting stuff with real-world applications.
Above, revamped screens from the website and two examples of advisory modals
Above, screens from the website, part of the onboarding flow, a selection of screens from the extension, and the dashboard
Above, logo, business cards, spot graphics, and merchandise
Strategy work for Prudential • CRM web app for Bank of America • Investor research iOS app for BoA • Multimedia work for Council of Fashion Designers of America (CFDA) at Cadillac House • Metrolinx implementation for Toronto Transit Commission • iOS work for conference at Starwood • Packaging design for DayNa Decker