KR STUDIO
 

Smart Gardener

WINTER 2010 - ONGOING

FOUNDER | PRODUCT STRATEGY & DESIGN | USER EXPERIENCE | VISUAL DESIGN

 

Smart gardener logo


www.smartgardener.com

Smart Gardener is the first online service for the local home and community-based DIY food movement.

Addressing the increasing demand for local and organic food, Smart Gardener leverages custom- built technology to deliver a complete personalized consumer service that makes it convenient and satisfying for busy consumers to plan, plant, manage, and track their homegrown food all from one place, then easily share or trade their bounty with their local community.

 

Smart Gardener titles


Designed product based on several prototypes and early user feedback. Developed information architecture, wireframes, functionality, user experience. layouts, and visual look of product and branding.


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  • Lead Product Development and Design for the Saas product and underlying platform for delivery of multiple home grown food titles.

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  • Hire, manage and work collaboratively with developers to build out product, using Agile development process and Ruby on Rails to create open source framework.

    Home page

    Smart Gardener offers users: (1) highly personalized and customizable garden plans; (2) weekly to do lists; (3) an auto-tracking journal; and (4) direct social connections based on each gardener’s local growing conditions, zip code (regional and microclimate differences), household size and individual food tastes.

    Flow

       
     

    Fork & Shovel

    FALL 2008 - ONGOING
    DESIGN | USER EXPERIENCE | DESIGN DEVELOPMENT | VISUAL DESIGN

    fork and shovel logo



    Fork & Shovel grew out of a simple desire to use the Internet to bring farmers and chefs in our community together. We wanted to facilitate increased sales to forever-struggling sustainable farmers. We wanted to encourage the public to patronize restaurants lead by chefs who consistently face economic and logistical challenges in order to serve only the highest quality ingredients to their customers, grown, whenever possible, in their local food shed.


    Designed product based on requirements and built prototype to demonstrate user scenarios, interactions and all key features. Developed information architecture, wireframes, functionality, user experience. layouts, and visual look of product.


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  • Led user testing with farmers and chefs to refine product.

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  • Hired and worked collaboratively, with developer (www.webficient.com) to build out product, using Agile development process and Ruby on Rails to create open source framework.

    fork and shovel home

    Tour: Public Area ( 1.5 min)

    Tour: Producer Area ( 3 min )

    exploratorium | Metadesign

    SPRING 2009

    CONSULTANT | DESIGN | USER EXPERIENCE

    exploratorium logo


    The Exploratorium and MetaDesign developed the wayfinding narrative, experience scenarios, and a
    signage summary for the wayfinding system of The Exploratorium’s new Pier 15 and 17 location.

    wall signage
       

  • Designed material and digital signage solutions in keeping with exploratoriums brand and the San Francisco Pier historical requirements.

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  • Developed principles and guidelines for the wayfinding experience throughout the new Pier 15 space, exterior and environment.

    west gallery



    beautifull!

    WINTER 2008 - WINTER 2009
    CONSULTANT IN USER EXPERIENCE | PROJECT MANAGEMENT | CREATIVE

    beautifull logo

    www.beautifull.com

    beautifull! prepares and delivers healthy, natural, nutritionally-balanced meals throughout the Bay Area. In collaboration with well-known chefs and nutritionists, beautifull! fresh food offers a busy or health-challenged person convenient, premium, ready to eat food, delivered to your home or office.


    Project Management for internal web team, external partners and vendors. Negotiated fees, processes and milestones.


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  • Overall design for initial website. Information, interaction and visual design for entire website.



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  • Branded collateral and print design for a variety of sales, in-house, collateral, packaging and customer materials.


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  • Instituted a Digital Asset Management system for huge variety of branded assets, including growing collection of food and packaging shots.




    PLUM< FALL 2004 - SPRING 2006

    UI and Brand Brand Product Development
    Plum Logo

    www.plum.com

    Collect and share what matters.
    Plum lets you put all the stuff you care about, stumble across or need in one place. Collect and save from the web, your email, or your computer. Then personalize and share it with others (if you like). You can even discover other collections like yours and collect them too..

     


    Key member of small core team from concept development in 2004 through launch in 2006. Worked in tight collaboration with strategic, business, and engineering goals throughout the process to help deliver a highly innovative product.


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  • Contributor to core concepts of product vision and innovations around the user model which is key to Plum’s experience. Developed a highly modular approach to collecting and the subsequent ability to view collections in a variety of formats known as “SmartViews’.

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  • Responsible for iterative conceptualization and visual prototyping of product all through development. Integrated design as a key driver that also supported a highly fluid development process; helping engineering, business and strategy “visualize’ the product right from the beginning.
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  • Created visual design of product; interface look and feel for application, in addition to designing brand identity. Responsible for the visual integration of brand and user experience as a coherent offering.


    CLASSROOM CONNECT, SUMMER 2002 - SUMMER 2004

    VP, Product Development

    CLassroom Connect Logo
    Classroom Logo

    www.classroom.com


    Classroom Connect is an award-winning provider of professional development programs and online instructional materials for K-12 education. The company is devoted to helping teachers become better teachers by engaging them in their own learning and inspiring positive change in the classroom .


    Developed and delivered highly interactive web-based professional development and classroom applications, face to face programs, and print materials, focused on Reading and Technology Integration in the classrooms.



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  • Responsible for managing all aspects of product design; including Content, User Experience, Creative and Media Asset.
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  • Managed multi-million dollar budget, thirty plus staff, workflow, design and production while working collaboratively with engineering, marketing and sales to support and deliver time-to-market products.
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  • Partnered with other sister companies to provide professionals development solutions for multiple Harcourt business units.


     

    WEBWARE CORP, SUMMER 2001 - SPRING 2002

    Product Development and Interface Architect, Consultant

    WebWare Logo

    www.webwarecorp.com

    WebWare provides a Brand Resource Management (BRM) solution that helps businesses organize, secure, publish, distribute, and share brand assets over the Web.

    It encompasses file creation and composition, routing and approval, tracking and version management, rasterization and transformation, print and Web publication, as well as broadcast and time-based media.

     


    The objective of the project was to completely redesign the application UI in terms of its' ease of use, while integrating additional functionality into a cohesive and effective interface model for multiple kinds of users.

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  • Brought in as the UI expert to lead the redesign of user experience for WebWare Corporation’s third generation web-based application.
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  • Responsible for working closely with engineering, business, sales, and services teams to re-architect the user experience while delivering on expectations of sales and marketing.
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  • Managed and implemented the user interface development process, from the high-level UI Requirements strategy, through prototyping, specifications, usability testing and the template-based designs.
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  • Created new visual interface look and feel for application, integrating user feedback and brand marketing requirements.

    View WEBWARE INTRANET Project



     
     
    CREATIONWARE,INC., WINTER/SPRING 2001

    Exeutive VP Marketing, Cheif Creatice Officer

    CreationWare Logo

    www.salon.com

    CreationWare was a spin-off of Salon.com. The goal was to commercialize their in-house publishing tool, a Content Management System, that had been built and battled-tested within Salon over the past two years. The product, "Content Management and Digital Publishing in a Box" was redesigned for the commercial market with emphasis on ease of use and a robust "plug and play" solution.

    User Experience Diagram
    Model of the whole system depicted graphically for the user
     
    As Executive Vice President, Marketing:

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  • Responsible for "experience" branding; all the points of contact users, customers, shareholders, employees, partners and visitors have with a company's space, products, services and communication.

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  • Developed brand strategy, product positioning, and performed competitive analysis.

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  • Designed and implemented corporate brand identity including logo, tag, image, collateral templates and materials.

    As Chief Creative Officer:

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  • Key member of executive management team. Responsible for the product vision and effective business solutions through the integration of user experience, creative, engineering, business and marketing strategies. Responsible for the conceptualization and design of high-quality products; and continued product innovation in support of strategy, business,and revenue goals.

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  • Led Product Development by translating the functional requirements of the product into design and interface, architecture and front end functional specifications.

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  • As User Experience Architect, created Functional Specification of application distributed as integrated online document. Specification consisted of high level maps and model of entire system, task flow diagrams of all user interactions and schematics of all 100 screens comprising the application.

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  • As Product Designer, created visual interface look and feel for application, value-added features and innovative user help system for product.



    1
    Maps indicate relationships between functional areas

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    All functionality is diagrammed via user task flows

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    All functions,links and interactions are captured in page schematics to validate application design
    2
    Look and feel is integrated to support the user experience of product
     

     
    NEXTAURANT,INC., WINTER 2000 - SPRING 2001

    STRATEGY & MARKETING, BRAND & USER EXPERIENCE DESIGN (CONSULTANT)

    Nextaurant Logo



    A complete end-to-end solution for the aspiring restaurateur, providing all of the expertise, process, tools, products, services, content, and business relationships needed to open and maintain a restaurant with a maximum amount of individuality in a minimum amount of time.

     
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  • As Strategic Consultant, served an integral role in repositioning the strategic direction of the company. Lead the creation of a new "pitch pack" based on more focused direction and value proposition.

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  • As Marketing Consultant, led Branding Strategy. Created new identity, collateral and messaging for the company. Applied brand approach to all materials, pitch pack and web site prototype demonstration.

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  • As Product Designer, led Product Strategy for web site and associated media content and videos. Designed and built new web demonstration prototype focusing on branding, functionality, interface and user experience.


    Nextaurant


     

     
    NEXTDOOR NETWORKS, WINTER 2000 - SPRING 2001

    PRODUCT DEVELOPMENT & INTERFACE ARCHITECT (CONSULTANT)

    Nextdoor Networks, inc.

    www.nextdoornetworks.com

    Nextdoor Networks delivers powerful new means for buyers and providers of services to find, communicate, transact and coordinate the delivery of service.

     
    NextDoor Networks needed to re-architect their entire platform into a distributed and highly modular approach,consisting of 15 separate back-end modules which could be put together in various configurations according to customers needs. As Product Development and Interface Architect, delivered:

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  • A high level model of entire system illustrating how the 15 distributed modules fit together and their relationships to one another.

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  • Diagrams of the front-end user navigation paths and back-end data flow paths through all 15 modules.

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  • Task Flow diagrams of modules, specifying more detailed entry and exit points, decision points and all possible paths through module.

    All maps,models,diagrams and task flows developed in this phase were designed to serve as templates that could later be applied to further specification of each module.

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  • An evaluation of their current system from a user experience, ease of use and marketing perspective.

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  • A new product development team model with roles and hiring process.



     

     
    Phoenix Pop Productions, Fall 1999-2000

    Vice President, User Experience

    Phoenix Pop Logo

    www.phoenix-pop.com

    Phoenix Pop is an Internet professional services firm that works with entrepreneurs to build successful, innovative and sustainable businesses on the Internet. From 1996 to Spring 2000, Phoenix Pop was focused exclusively on working with start-ups.

     User Experience Diagram
     
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  • Built the User Experience group at Phoenix Pop in 8 months and positioned it as a core competency and sustainable competitive advantage in the marketplace

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  • Determined core roles and capabilities, creating 5 integrated disciplines within User Experience

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  • Trained and positioned User Experience group as high performance team resulting in successfully repositioning Phoenix Pop"s strategic advantage

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  • Implemented a world-class, collaborative and streamlined UE development process from concept through market delivery

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  • Successfully lead the effort to dynamically improve the critical collaboration and partnership between User Experience, Design and Engineering

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  • A key participant on executive team in new business development and strategic planning for both Phoenix Pop and its partners

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  • Participated in high-level UE design and development with the UE team and in collaboration with all Phoenix Pop team members

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  • Lead advocate and implementor of a user-driven design approach to product development to insure development of highly usable products that accomplish objectives

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  • Acted as primary User Experience Project Lead on three projects ensuring 100% client referencibility

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  • Responsible for the day to day management of 12 people, hiring, training, project resourcing, knowledge sharing, and career growth

     

     
    Cheskin Research, Summer / Fall 1999

    Project Manager (consultant) User Experience

    www.cheskin.com

    Cheskin Research is a leading strategic market research and consulting firm focused on media, lifestyle, branding and trend tracking for companies like Microsoft, AT&T, Motorola, HP, AOL and Herman Miller.
     
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  • Lead project management on one of Cheskin's largest projects, a collaboration between Motorola and three leading product design firms, Lunar, Pentagram and AstroStudios, focused on the strategic design direction of Motorola's next generation of cell phone products

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  • Responsible for being a key participant in design development and planning of project

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  • Lead the development of a online collaborative environment for designers, managers, marketeers and executives to observe, communicate, and work across multiple teams in geographically distant locations

      Cheskin Diagram
     

     
    Purple Moon Media, 1996 - 1999

    Dir. of Product Dev., Online

    Dir. of Product Dev., Merchandise

    Purple Moon Logo

    www.purple-moon.com

    Purple Moon was an entertainment company offering transmedia products; CD ROM games, a web site, and related merchandise, for girls 8 to 11 years. It was acquired by Mattel.

    Purple Moon Screen Shot

    The Web site went on to gain a community of over 280,000 registered girls in its first seventeen months.

    It also went on to win awards like the 1998 Codie Award for "Best Debut Of A World Wide Web Site", and finalist for "Best World Wide Web Site", 1998 MC ICON Award for "Best World Wide Web Site", American Center for Design's "Top 100 Web Sites", and accolades for being the best destination site for girls (one of the top 5 visited Web sites for kids) and a premier example of successful community on the Internet.

    Today, a year and a half after being bought by Mattel in 1999 and not promoted at all, the site continues to grow, now reaching a registered user base of 850,000 girls by pure word of mouth!


    Purple Moon Screen Shot

     
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  • Hired as both Director of Online and Director of Merchandise to design "transmedia" products - offering girls, both on and off the computer, an integrated play experience across channels, through related merchandise, CD ROMs and online interaction

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  • Responsible for online and merchandise development strategy, its implementation and integration with revenue, brand and marketing goals

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  • Selected and managed outside development partners to support design, production and engineering requirements for both online and merchandise products

     

    As Dir. of Product Dev., Online

     
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  • Designed, managed and launched the award winning Purple Moon Web site, on time and on budget, within the first eleven months of company"s incorporation

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  • Also acted as Creative Director, leading the design development of the Web site; defining structure, feature set, user interface, branded look and design guidelines

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  • Delivered on product development objectives of building community and fan culture for the brand through innovative Web features like collectible treasures, personal page maker and "character-owned" pages

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  • Designed and implemented an original sponsorship and revenue model to support online business and revenue objectives for the Web site based on the collectible treasures as a "sponsored currency"

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  • Designed and delivered an e-commerce area in six months, along with innovative features like Wish Lists and digital "e-ware" to enhance community building

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  • Determined and delivered budget planning, forecasting, revenue models and planning models for the Web site

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  • Managed outside technology and design partners. Determined and managed transitions from external production team to building out and managing a full in-house online production team

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  • Built and managed internal Web team integrating product development, design, production with sales and marketing to insure a coherently focused development approach

     

    As Dir. of Product Dev., Merchandise

     
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  • Designed, developed and delivered, in the first 9 months, a complete line of Purple Moon branded "collectible" merchandise; 9 bendable figures of Purple Moon characters, 8 sets of "Secret Stones", and 11 sets of Adventure Cards

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  • Managed entire development process from concept through modelmaking to production overseas

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  • Worked with CEO to develop strategies for future merchandise, including licensing, brand extensions and "smart toy" products

     

     




    Modular Arts developed a user interface and application model for highly-personalized, interactive information services across consumer platforms.
     
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  • Led concept, design, interface and prototyping of clients' products and services

     
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  • Created rich prototypes of travel and food services demonstrating Modular Arts'  format for a common currency of media information across
    platforms

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  • Clients included: Microsoft, San Francisco MOMA (interactive kiosk is a permanent installation), Post Communications, Inc., USWEST

     

     




    Rosendahl Arts & Design provided innovative design solutions for clients' new digital consumer information products and services.
     
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  • Led strategic concept, design, interface, storyboarding, prototyping and project management of clients" products and services

     
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  • Generated prototypes and products for interactive games, networked online collaboration, and hand-held devices

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  • Clients included: Apple Computer, Avid Technology, Edison Schools (Whittle Communications), Interval Research, Kaleida Labs, Playskool (Division of Hasbro), and The Understanding Business

     

     




    A multidisciplinary Lab focused on producing prototypes and products to explore some of the earliest opportunities of multimedia computing.
     
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  • Principal Designer leading cross-platform creative, visual, and interface design, including project management for all the Lab's experimental multimedia design examples and products

     
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  • Creative Lead for the award winning product, The Visual Almanac

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  • Collaborators included: Lucas Learning, WGBH, Grolliers, BBC London, the Smithsonian and New York Museum of Modern Art

     

     




    Apple created revolutionary and well designed products by encouraging designers and engineers to work closely together in the early design stages of product development.
     
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  • Co-founded Apple's Human Interface Group in 1985 and led Design division

     
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  • Original member and one of the principal designers on HyperCard development team

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  • Designer responsible for 85-87 Macintosh computer icon design, company-wide style guides for all hardware icons, and designer of the international hardware symbols for SCSI, AppleTalk and Ethernet

     

     


     
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  • Six years as graphic designer and art director working with leading Bay Area advertising agencies
     

     


     
     


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  • "Best Debut Of A World Wide Web Site," 1998 Codie Award

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  • Codie Award Finalist, 1998 "Best World Wide Web Site"

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  • "Best World Wide Web Site," 1998 MC ICON Award

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  • "Top 100 Web Sites," 1998 American Design Center for Design

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  • Yahooligans AWESOME Web site

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  • World Village Family Site of the Day

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  • The Mining Company ̉Net Find"

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  • Games Domain Review Gold Award

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  • Thunderbeam Seal of Approval

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  • Cyber-Teddy Online Award

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  • IT Magazine Best Site of the Month

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  • Small Planet All Planet Web Award

     


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  • Gold Medal, International Film and TV Festival, 1990

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  • Silver Medal, Association of Visual Communicators, 1990

     

     


     
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  • Global Business Network Conference, 1999

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  • American Center for Design, 1998

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  • Juror, I.D. Magazine Interactive Design Review

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  • San Francisco Multimedia Program, 1998

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  • Toy Fair, New York, 1997

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  • Viscomm 1995

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  • San Francisco Academy of Art College,
      (Multimedia Masters Course Instructor) 1993

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  • Center for Electronic Art, 1992 - 1993

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  • Siggraph 1991, 1993

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  • Center for Creative Imaging 1992

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  • Apple World Wide Developers Conference 1991

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  • San Francisco Art Directors Club 1991

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  • Center for Computer Graphics 1991

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  • Apple European Developers Conference 1990

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  • Microsoft CD-ROM Conference 1988

     

     


     
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  • Stanford University, 1977
    Bachelor of Arts, Graphic Design

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  • Art Center College of Design, Pasadena, 1978
    Graduate Work,
    Graphic Design and Packaging

     

     


     
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  • Forward for Designing Multimedia,
    Lisa Lopuck, Peach Press, 1996

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  • Apple Multimedia Training Guide,
    Multimedia Luminary Profiles,
    Apple Computer, 1993

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  • Creating a Quality Experience,
    Multimedia Interface Design,
    First Edition, 1990

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  • Guides: Characterizing the Interface,
    The Art of Human Computer Interface Design,
    Addison-Wesley Publishing Company, Inc. 1990

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  • Using Guides to Explore Multimedia Databases
    Proceedings International Conference on System Sciences, 1989

     

     


     
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  • US5452414:
    Method of rotating a three-dimensional icon to its original face

    Issued/Filed Dates:
    Sept. 19, 1995 / April 11, 1994


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  • US5781904:
    User interface system and method for traversing a database

    Issued/Filed Dates:
    July 14, 1998 / May 1, 1997


     

     

     
     
     
     
     
     Three mangos (oil)
     
     


     
     
     Egyptian Marketplace (oil)
     
     


     
     
     Pomegranate (oil)
     
     


     

     
     
     
     
     
     Tourmaline and tanzanite silver ring
     
     


     
     
     Tourmaline and silver earrings
     
     


     
     
     

    Working directly with the book's author, Flo Braker, Kristee created over 200 pencil illustrations of pastries for the book, The Simple Art of Perfect Baking, published by William Morrow in New York.

     
     

     

     



     



     
     
     

    In 1992 Kristee began creating mosaic furniture and art pieces. That same year she founded the company, Mosaique, to combine her desire to return to a tactile "hands-on" approach to the arts with her love of collected and unique objects. Kristee collects and designs with tiles, slate, beads, buttons, bones, semi-recious stones, shells, and fossils.

    Her works have included wall pieces, mirrors, furniture, containers, as well as custom walls and installactions. In September 2000, she completed a ten foot watergarden with a waterfall.

    She has exhibited in the juried show at the San Francisco International Gift Show, at California art galleries, as well as Limn in San Francisco and The Guide Sourcebook.

    For lots more mosaics, click here.

     
     


     



     





     
    KR Studio | Kristee Rosendahl | Sonoma County | kristee@krstudio.com | 707 548.7167