WHAT IS IT?

Landing page for a large scale advertising campaign.

An introduction to The New School university. And an opportunity to get to know its culture through student and faculty videos and other materials.

MY ROLE

UI Designer

Art Direction:
John Lepak
MY OUTPUT

Prototyping
UI design
CHALLENGE

Deeper engagement and a next step.

The advertising campaign included a full takeover of the Union Square subway station. The landing page was designed to invite exploration for people who had seen the advertising and wanted to know more.
AFFORDANCES

Showing what to do next.

While the evocative typography delivering a strong statement of purpose provided a point of entry, a key feature of the page was the media content. So a big part of the job was to make clear to to the user that tapping on one of the thumbnails would launch the additional content.

Final design showing interactivity when the user scrolls up with a thumb.

PROCESS

Testing and sharing.

In order to quickly get ideas in front of stakeholders and the developers, I created a number of mockups in After Effects. While it's useful to look around at other websites and apps for inspiration, the need here was very particular, if not unique. So it was a great help to be able to give everyone a clear demonstration of each idea with a rough animation.

The first thought was to have video stills emerge over the text long enough to be enticing but not so long as to be in the way. But the user had no control over when the video prompts appeared.

Another option was to indicate what is available to the user as soon as the page loads. But this felt more like an interruption than an affordance.

Another plan was to have a little bit of video play as the user touches the clickable area. But stakeholders felt this was too subtle.