Projects Overview
A summary of links to key projects sorted by discipline, including mobile, Web, design systems, desktop applications, and branding
Mobile & Web
Apple iPhone
Life without Apple’s iPhone is unimaginable today. Learn how we designed the first iPhone and other wearables, such as the Nike+, and what role I played in creating one of the world’s most iconic and beloved products that have demonstrated that technology can be human, friendly, and delightful.
Follow the link to view the case study.
Apple & Nike+
While doing R&D for the first iPhone, I was also part of another innovation R&D task force. We focused on both future Apple health applications for a portable device and Nike’s technology. We explored and eventually implemented how Apple music (iTunes), the Apple iPod nano, Apple hardware, and Nike+ shoes would allow for a seamless and personalized fitness workflow.
Follow the link to view the case study.
Apple iCloud
Push Email, Push Contacts and Push Calendar for iPhone, iPod touch, Macs, and PCs was a brand-new Internet service that delivered push email, push contacts, and push calendars from the cloud to native applications on the iPhone and Mac. We created a suite of elegant, ad-free web applications that delivered a desktop-like experience through any browser.
Follow the link to view the case study.
Design Systems
Throughout my journey as an individual contributor and a design leader, one of the most important and compelling aspects of my work has been the creation and management of design systems, which started with the creation and development of Apple’s proprietary look and feel for Apple’s professional applications. The work, which was initially conceived for the use of applications designed for professional customers, only became so popular that it became one of Apple’s most recognizable and much-copied interface designs the world knows today. Follow the link to view the case study.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do. Follow the link to view the case study.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Desktop Applications
Apple Professional Apps
At Apple, I was one of the first designers to create the look & feel of Apple’s photo, video, and audio applications from concept to scratch. Eventually, I led the entire professional applications department.
Follow the link to view the case study.
Apple Photos
A world without Apple Photos is impossible to imagine. Here is the background story in broad strokes about how we pioneered Apple’s seamless photography user experience.
Follow the link to view the case study.
Apple Themes + Templates
I led the art direction of the charter responsible for creating Apple-designed themes, templates, and components, including DVD-menus, books, and websites that Apple users were able to use to create and share their content.
Follow the link to view the case study.
Branding
Huawei Consumer (Brand)
Huawei’s brand identity, mostly its wordmark, was out of sync with the design transformation touching every aspect of the Huawei Consumer ecosystem. I worked closely with the Chief Marketing Officer, CEO, and other executive team members to guide the redesign of Huawei’s wordmark and logo. A simplified and cleaner wordmark was the result. Follow the link to view the case study.
PayPal Brand + Product
As we redesigned PayPal’s landing page and launched all of its first mobile applications on iOS and Android, the company needed a refreshed and modern brand identity, too. As VP of Global Design, I was a key member leading the rebrand charter, making it suitable for the mobile age and mobile use. Follow the link to view the case study.
Nacero (Brand)
As head of design and similar positions with start-ups, I’m often performing a dual role and am responsible for user experience and branding. Here my work translates into product requirements, design systems, including the look and feel of a product, and all its touchpoints, typography, color palette, imagery, logo, tone of voice, and even in some cases, naming. Follow this link to view case-studies for such projects. Follow this link to access a gallery showcasing brand and product design studies.
Nanoscent
My job was to bring design leadership to Nanoscent and create a North Star for its entire DNA design ecosystem. Working with the founders and investors, we created a visual identity as innovative as their technology. Follow the link to view the case study.
Nuria Beauty
BIG Capital and the founders of a start-up behind a new cosmetic concept and -system approached me to help find a name and create branding and packaging concepts for what has become ‘Nuria’ beauty.
Follow the link to view the case study.
Skai
My job was to bring design leadership to the start-up and create SKAI’s entire design ecosystem. Working with the founders, the investors, and brilliant talent, this effort led to the launching of the SKAI vehicle and its brand. Follow the link to view the case study.
Helixre (former GoogleX)
My job was to bring Helixre’s first design leadership and create a North Star for its entire DNA design ecosystem, including product and brand. Working with the founders, we created a start-up culture and creatively stimulating environment, a brand, visual identity, rebrand, the company’s website — (especially the structure and functionality of the landing page), explainer videos as innovative as their technology, and of course the interface design of the product itself. Follow the link to view the case study.
.
.
About
Design Systems
A design system is a collection of reusable components, such as buttons, controls, color palette, typographic styles, layouts, use of imagery, tone of voice, and so on, guided by clear standards that can be assembled to build many applications. There can be very minute details that should be tracked by design guidelines, such as the direction of the light or the corner radius of buttons. This attention to detail adds polish and beauty and results in a cohesive system. Sometimes a design system is informed by brand guidelines and vice versa. While consistency is an essential aspect, one must allow for the constant evolution of a design system, which, much like a dictionary, can grow and expand its inventory over time. I got my start designing such systems at Apple, where my team and I, together with our colleagues at systems engineering, laid the foundation for what would later become the HIG (Apple’s Human Interface Guidelines). At Apple, we conceived the HIG for designers and engineers to enable them to create more compelling, intuitive, and beautiful experiences and design better apps.
See Also
Apple
Huawei
PayPal
Other work
Like an architect of the future, I design holistic systems that impact and improve the world we live in. I strive to inspire and radically challenge the companies I work with to be and stay at the forefront of their industries in design, technology and innovation.
Work History
Employers:
I had the fortune to be part of the world’s most iconic and valuable companies, including Apple, Huawei, PayPal, and Silicon Valley’s most notable start-ups, exactly when each of these companies has been undergoing tremendous transformation — through design.
Apple, Inc. (Former employer)
During Apple’s most transformative years between 2001 - 2011, I worked with Apple’s leadership team to lead and manage many of Apple’s most visible projects and initiatives, including Apple’s professional applications which had been having high visibility and endorsement by Steve Jobs, a new visual design language for desktop and devices — including the first look & feel of iOS, dark mode for macOS X and other innovative design standards that influenced Apple’s world-class design for many years to come. more…
Huawei Consumer (former employer)
Headed the development of Huawei Consumer as VP and Chief Designer, including mobile User Experience (UX) and branding design with a human-centric and intelligent approach. Created a brand-new design department for the Huawei consumer division — a world-class, global design team of 100+ employees with offices based in Beijing, Shanghai, Shenzhen, London, Paris, Munich, and San Francisco. more…
Recent engagements
SKAI is an autonomous vehicle — a radically simple air mobility system designed to go from A to Anywhere. Branding, product (look & feel), UX and vehicle transportation design brief and leadership by Abi with BMW Designworks. more…
Nanoscentlabs is making scent readable by combining the hardware (Scent Recorder) and the software (cloud based scent recognition algorithms) for the deployment of the scent recognition service. Brand strategy, look & feel by Abi with Edenspiekermann. more…
Nacero is bringing a new, cleaner gasoline to market that helps reduce greenhouse emissions. Brand strategy, look & feel by Abi with Edenspiekermann. more…
quoori, inc. (stealth)
Built a company from 0. This 30+ all-star global team (from Adobe, Uber, Essential, Samsung) is responsible for all go-to-market activities for Quoori including all x-functional development across the org, this team develops all product development itself, ensuring a seamless experience from all touch points in the eco-system.
my work
Whatever it is, the way you use design and attention to every detail can make all the difference. I can help you.
Through my work…
…I participate in experiences and settings if and when technology gives me an unprecedented degree of influence on people’s lives. That’s because both design and the humanities keep what’s meaningful and beautiful in focus. By creating a North Star and advocating for people, I can help ensure that any form of influence or power is wielded responsibly.
