Butter

January – April 2019

user experience & interaction design
brand identity
project management

 

Butter

January – June 2019
user experience & interaction design // brand identity // design leadership

 

A curated space for locals to rediscover their city in an era of information overload

Objective
To create the brand identity and fully responsive marketing site for Butter, a new recommendations platform that provides a highly-curated experience to discover new spots around your city. Scout Studio was engaged in the earliest stages of the project defining target audience types, researching brand competitors, and developing the brand's personality.

My Role
As the project lead of our Scout Studio team of five, I oversaw two developers and two designers through branding exercises, naming explorations, website design iterations, and the full development of the functional marketing site. I worked to empower my team to take ownership of their work, step out of their comfort zones, and work collaboratively. Throughout the whole process, our team utilized an agile workflow.

Research & Process

User journey explorations

Moodboards

Initial logo explorations

UserJourneys
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Speed Bump
One month into the project, our client announced the need for a product name change. Working closely with our client, we explored new names for the company, product, and blog. Initially running with the name Mend (a derivative of 'recommend'), the client chose to continue the branding and product work with the name Butter (a catchy and obscure reference to a fictional elite restaurant).
 

mendlogos02

Personas
In the early stages of brand development, the team created personas which allowed us to intentionally direct our branding work, develop empathy throughout our interface, and stay on track with the target users. The exercise ultimately solidified who the target user was for the client.

ButterPersonas

Wireframe evolution

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ButterDesktop
ButterTablet
ButterMobile

Style tiles

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MendStyleTilesSD-01

Final Designs

ButterScreensBuildNashville
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Outcome
We launched the fully functional Butter marketing site at the end of April 2019. The site was optimized for the client to easily add and edit content using TakeShape CMS. We also delivered full brand guidelines and assets for when the client expands to a mobile app.

Brand book

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LinkedIn   Resumé

Jena Goldman © 2019