David Hildebrand // Digital Creative Director

D I G I TA L C R E AT I V E D I R E C T O R
recent work / fall 2012
email * david@davidhildebrand.com
phone * 323 * 428 9792
facebook * facebook.com/d.w.hildebrand
twitter * dh_design
CONTENT S
WESTFIELD / NATIONAL DIGITAL PROJECTS 1 7 9 The Westfield App 2.0 / mobile app Westfield HD / tablet app Westfield Cloud / integrated mobile strategy
IN-CENTER DIGITAL 19 20 21 Style Tour app (pre-event) Style Tour app (event) Style Lounge / mobile-friendly site & tablet app
WESTFIELD STYLE / FASHION PLATFORM ONLINE 11 12 13 14 15 16 Monthly content Email Interactive magazine Video YouTube & Twitter Pinterest
CONSULTING 23 24 26 USA Artists Starworks Artists (back-end web) Starworks Artists (front-end web)
p1
p12
p16
p24
The Westfield App 2.0

DESIGN & FEATURES
Reinvented The Westfield App, Westfields popular shopping tool for iOS and Android by establishing a high-end look/feel, an extensible design language and enabling future-forward features like voice control and lively social media integration.
Home
Menu
Social
David Hildebrand / DIGITAL CREATIVE DIRECTOR
selected work / fall 2012
p1

DESIGN & FEATURES (CONT.)
IE TF ES W
Product Search powered by
LD EX CL IV US E
1. Start
2. Entry
3. Results
4. Product details
Concierge We analyzed data from a variety of sources including text-to-concierge and actual in-center data to make voice control bulletproof in The Westfield App. Through helpful hints and friendly feedback, Concierge offers a better than Siri UI experience.
Search Through an exclusive partnership with Google, we were able to broaden the Search experience beyond the core expectations (retailers, offers) and integrate live Product Search right into a single UI, making The Westfield App the only mall app in the world with integrated product data.
p2

DESIGN & FEATURES (CONT.)
Best-in-class turn-by-turn directions get shoppers from one location to another. We developed a system that is not GPS-dependent and works regardless of signal or WiFi issues.
Turn-by-turn Directions
p3

MARKETING (DIGITAL)
Oversaw online marketing campaign that dominated Westfield.com, all Center Facebook pages, Twitter and more. Worked with video vendor to create YouTube videos that doubled as buzz builders and as mini-tutorials.
Digital heroes contextual messaging system featuring targeted copy and images
p4

MARKETING (DIGITAL)
Animated emails and a video-rich microsite helped to draw traffic and downloads.
Download page David Hildebrand / DIGITAL CREATIVE DIRECTOR selected work / fall 2012
Email p5

MARKETING (ON-SITE)
Worked with Brand Studio partners to execute massive on-site marketing involving concierge booth integration, 3D signage, iPhone cases, parking garage dominations, Digital LED creative and on-site app ambassadors.
p6
Westfield HD
DESIGN & FEATURE SET
Westfield HD is the first high definition shopping mall tablet app. Featuring rich content from Westfields Style and Family platforms and retailers, the app offers a dynamic look/feel consistent with The Westfield App providing shoppers with a cutting-edge user experience.
CO IN M G LL FA 12 20
p7
Westfield HD
DESIGN & FEATURE SET (CONT.)
The Planner powered by the Westfield Cloud brings a holistic, interconnected cloud-based experience that spans devices. Build your shopping trip on your tablet and watch it sync to the Westfield app on your smartphone. In-line Twitter feeds, HD video, interactive maps and voice control round out the feature set.
The Planner
Shopping, dining, movies and more. Plan and sync your mall visit between any device.
powered by
Westfield Cloud
The Planner
HD Style and Family content & integrated Twitter feed
In-line HD video content from Westfield Style
Interactive maps with turn-by-turn
p8
Westfield Cloud
INTEGRATED MOBILE STRATEGY
The Westfield Cloud strategy I conceived is the hub that ties together the user experience across all of Westfields apps. It encourages stickiness and loyalty and the analytics gathered from its usage will prove invaluable as the team makes future decisions on key features and functionalities.
Your personal Concierge in the palm of your hand
2012 Q4
Launch of The Westfield App 2.0 for Android Update release of The Westfield App (2.1) for iOS adding support for larger iPhone 5 screen*
2013 Q1
Update release of The Westfield App (2.2) (for iOS and Android) bringing MyWestfield cloud support
My Favorite Stores My Shopping List My Marketing Preferences Offers I Love

Launch of Westfield HD 1.0 for iOS Launch of MyWestfield giving shoppers the ability to sync their Favorites and preferences to the cloud Launch of Westfield HD for Android
Westfield HD
* Potential update based on rumors about iPhone 5 / subject to change Red text denotes major launch or debut
p9
WESTFIELDSTYLE
/ Part 1:
ONLINE
Westfield Style monthly content

ONLINE
Creator of Westfield Style Digital, a 360 degree style experience for shoppers involving web, social, email and mobile content leveraging our relationshop with our retailers and Stacy London. I expanded Westfield Style from seasonal updates to daily, year-round content.
Ask A Stylist
Westfield Style Home Stacys Top 5
p11
Westfield Style email

EMAIL
Westfield Style email campaigns (monthly content emails, Style Tour & Style Lounge emails) have been wildly successful driving major gains in open and click-through rates and remain above industry-average every month.
p12
Interactive magazine
SEASONAL CONTENT
Sample spreads from Westfield Style magazine which is made browsable and downloadable online.
p13
Video
SEASONAL VIDEO COORDINATED WITH MAGAZINE CONTENT
I oversaw video content tied to Westfield Style magazine. Photo shoots were planned and coordinated to create compelling video that brings the magazine pages to life while driving traffic and flow throughout the Westfield Style universe of web, email, social and mobile.
Westfields YouTube page reskinned seasonally to coordinate with the Style platform
Sample video
p14
YouTube & Twitter

HOME AND CONTESTS
I coordinated YouTube and Twitter takeovers to keep the ecosystem lively and fresh.
YouTube home Twitter home
p15
Pinterest
HOME AND CONTESTS
Westfield Styles Pinterest and Twitter pages have been brought to life through engaging contests like Stacys Pinterest Challenge and Make Mom a Model Tweetstakes. These promotions have seen great engagement and succeeded in driving buzz and traffic across the style ecosystem.
Pinterest home
Contests
p16
WESTFIELDSTYLE
/ Part 2:
DIGITAL ON-SITE
Style Tour is a twice a year, multi-mall event where shoppers can enjoy appearances by fashion celebs and get free styling and beauty bar sessions
Fall Style Tour
Spring Style Tour
... my team created an ecosystem of tablet apps and mobile-friendly web sites to make the event more efficient for event staff, provide a smoother experience for our shoppers and drive increased sales for our retailers.
Style Tour app

IPAD EVENT TECHNOLOGY
A. Pre-event
Style Tour staff uses the app to create the event, manage reservations, add stylists and beauty bar attendants, and scan clothing to be used in the styling sessions...
Style Tour app home screen
Make reservation
Add/edit product
Assign beauty bar station
p19
Style Tour app (cont.)

IPAD EVENT TECHNOLOGY
B. Event
1. Shopper arrives at the Style Tour 2. Event staff checks the shopper in and retrieves their appointment and profile 3. Stylist works with the shopper pulling items and using the iPad to scan item tags 4. Shopper receives a customized take home Shopping List via print out and email.
p20
Style Lounge app

MOBILE-FRIENDLY RESERVATION SYSTEM AND ON-SITE TABLET APP
THE WESTFIELD STYLE LOUNGE
A. Event
Shoppers book appointments in-center or from home using a mobile-friendly site
B. Event
Lounge Stylists generate customized Shopping Lists, take client photos, and book follow-ups using the iPad app.
On-site experience The entire experience is managed from a single iPad that can be updated and controlled remotely.
Style Lounge mobile-friendly RSVP site
p21
CONSULTING
USA Artists
INFORMATION ARCHITECTURE
Art world giant USA Artists (Eli Broad is a founder, Target is the main sponsor) was maintaining two separate sites with different goals, functionality and audience. They realized that they needed to merge the two sites into one and present a cohesive online experience but werent sure how to go about it. I leapt at this opportunity as it combined my interests in emerging artists and good information design.
original sites
new merged site

wireframe
general site
project site
WELCOMETOUNITEDSTATESARTISTS
PROJECTS PAST FELLOWS STORIES SHOWCASES ABOUT SEARCH
FEATURED PROJECTS I AM...

AN EMERGING ARTIST AN ESTABLISHED ARTIST A CORPORATE DONOR
Title of the project

by Jane Artist
Epudaeperum, to et etur, verum volut il ipsam corerat istius, sum et aut provide rciatur sita imet repel et in re eum voloreh enihil ipienti asperna tquae. Cumquamet ate velicturest mi, cores et, quam etustem. Learn more
100%
Title of the project

by Jane Artist
$4,500
100%
plus social media features
0%
AN EDUCATOR
$4,500
0%
STORIES
See all stories
Tweet
Post to Facebook
Support
Tweet
Post to Facebook
Support
DONOR PROFILES
5
Play Video Play Video
Headline element rework a quote from the full text

Jane Donor
Headline element rework a quote from the full text

Jane Donor
Epudaeperum, to et etur, verum volut il ipsam corerat istius, sum et aut provide rciatur sita imet repel et in re eum voloreh enihil ipienti asperna tquae. Cumquamet ate velicturest mi, cores et, quam etustem. Learn more Play Video
focus: corporations, wealthy donors
focus: individual micro-donors
01. New nav. I pared down the site content. 02. Featured projects. I improved the visual appearance, integrated social media, and added a carousel to liven up the page. 03. Donor profiles. Improved design, integrated video. 04. I am module. Routes audiences to the appropriate content. 05. Stories. Improved visual treatment.
p23
Starworks Artists
AGENCY PORTFOLIO SITE (BACK-END)
With busy artists working in multiple mediums, Starworks Artists needed a powerful system for updating the portfolios of their artists. I delivered an easy-to-use interface that gives everyone at the company (from assistants to the agents themselves) the ability to upload images, add them to sets and intuitively edit the sequence.
artist and set editor (wireframe)
portfolio editor (wireframe)
HAIR
HAIR
JANE USER LOG OUT
PORTFOLIO EDITOR
+ ADD SET EDIT ARTIST NAME (X) REMOVE
HAIR
HAIR
JANE USER LOG OUT
PORTFOLIO EDITOR
+ CREATE NEW ARTIST
ADIR ABERGEL
ADIR ABERGEL
ALL SETS : EDITORIAL

SELECTED IMAGES
DRAG/DROP IMAGES INTO DESIRED ORDER
EDIT SET
PORTFOLIO
RED CARPET
OTHER
AVIVA
EDIT METADATA
REMOVE
SAVE
AVAILABLE IMAGES
PORTFOLIO
RED CARPET
OTHER
JOHN D
UPLOAD
PORTFOLIO
RED CARPET
OTHER
Artist and set editor The user scrolls vertically through artists in the hair category. In the above scenario, the user has rolled over Adirs Portfolio set triggering the Edit Set option to appear over the thumbnail. Clicking it takes you to...
Portfolio set editor Here images can be resequenced and added. Metadata associated with each image can also be edited.
p24
Starworks Artists (cont.)

AGENCY PORTFOLIO SITE (BACK-END)
drag/drop image sequencing (wireframe)
batch upload (wireframe)
HAIR
HAIR
JANE USER LOG OUT
PORTFOLIO EDITOR
HAIR
HAIR
JANE USER LOG OUT
PORTFOLIO EDITOR
ADIR ABERGEL

SELECTED IMAGES
ADIR ABERGEL

SELECTED IMAGES
(X) CLOSE
BATCH UPLOAD
IMAGE 1 IMAGE 2 IMAGE 3
SAVE DONE!
ADIR ABERGEL ADIR ABERGEL
EDITORIAL EDITORIAL EDITORIAL EDITORIAL EDITORIAL

UPLOAD SAVE
2
SELECT SELECT SELECT
ADIR ABERGEL ADIR ABERGEL ADIR ABERGEL
IMAGE 4
AVAILABLE IMAGES
AVAILABLE IMAGES
IMAGE 5
UPLOAD
UPLOAD
Drag/drop Images are manipulated in simple drag/drop fashion. Manipulating the sequence of the images is critical to their site and artist portfolios are tweaked constantly. To add new images to a sequence, you just drag them from the Available Images well at the bottom into the Selected Images well above it.
Batch upload Images can be uploaded in batches to speed up the workflow. Selectors are pre-populated with the correct metadata based on the set youre in (but can be adjusted if you want to upload into a different artist or set). Progress indicators provide real-time feedback.
p25
Starworks Artists
AGENCY PORTFOLIO SITE (FRONT-END)
A-list celebrity beauty agency Starworks Artists needed an equally high-end site to showcase the work of their top stylists, hair and makeup artists. I created an innovative site that took things a step beyond the norm and raised the bar for sites in their industry. A clean home page with HTML5-powered, subtle rotating images sets the tone...
02
01
01. Fresh content. Images are randomly pulled onto the home page to keep things fresh. HTML5 powers the transitions and animations for an iPad-friendly, Flash-free experience.
02. My Portfolio. Innovative functionality separates their site from the competition see page 5 for more detail on this feature.
p26

Artist portfolios are clean and put the artists work front and center. Subtle scroll cues, add to portfolio and other social media features reveal themselves on mouse over but stay hidden during normal viewing...
artist portfolio page
additional image features
01. Artist portfolio. Users can navigate between Red Carpet and Editorial work via clear navigation.
02. Rollovers reveal extra functions. Features are revealed intuitively when you need them. Users can switch into full screen mode, tweet, post to Facebook or add to their own custom portfolio (more on that later) .
p27

A cutting-edge HTML5-powered full screen gallery provides a cool, Flash-like experience but is fully iPad and iPhonecompatible (ie. Flash-free). The My Portfolio editor allows the user to re-arrange photos, add a note and email them to friends. This functionality does not exist on any of their competitors sites.
full screen gallery browser using HTML5
"my portfolio" editor and share functionality
Full screen gallery The full-screen gallery gives a Flash-like experience without any of the annoying Flashcompatibility issues. Pictures are blurred in the background to make the key image pop, but still give you context for where you are in a sequence.
My Portfolio editor My clients favorite part of the site. Users can build a quick portfolio to use as a reference for an artists work or to generate more ideas for a project. Its social media thats useful and usable. Users can also rearrange the images and edit the sequence via drag/drop.
p28
DAV I D @ DAV I D H I L D EB R A N D.CO M

David Hildebrand // Digital Creative Director

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

David Hildebrand // Digital Creative Director

Uploaded by

Copyright:

Available Formats

D I G I TA L C R E AT I V E D I R E C T O R

recent work / fall 2012

phone * 323 * 428 9792

The Westfield App 2.0