visual interaction design
#art-direction
#ux
#ui
role
Research design
Content design
UX/UI design
tools
Figma
timeline
Spring 2024,
5 weeks
overview
Guided by graphic designers Dan Friedman and Ellen Lupton, we applied their design principles to shape our creative approach and develop screen-based visuals that create meaningful interactions and guide the user experience.
01 client background.
Dutch Design Awards (DDA) is an award show that acknowledges exceptional Dutch designers and their projects every year through eight categories: data & interaction, communication, design research, fashion, habitat, product, best commissioning, and young artist. They not only focus on the future, but also acknowledge the impact of Dutch design traditions and the mentality it has on the global stage.
02 precedent designer.
dan friedman
Friedman’s approach to graphic design was influenced by a wide range of artistic movements and design philosophies, including the Swiss style and through his peers, Armin Hoffman and Wolfgang Weingart. Although Friedman’s design practices became eclectic and experimental at times, the adoption of a clear usage and simplicity of grid-based layouts remains in his work. Additionally, he saw the potential to experiment with type and using it as its own visual language.
Examples of Dan Friedman’s early graphical design works.
chosen qualities from dan friedman
ellen lupton's design principles
03 process.
ideation through graphical poster
Through exploration, it directs our team to focus solely on graphic design and to understand which design qualities and principles works well within our design capabilities.
Week 3 graphical poster iterations designed by me.
Week 4 graphical poster iterations designed by me.
Final poster designed by our team.
04 solution.
transforming graphical poster into a digital interface with screen-based interactions
art direction
microsite user flow
content strategy
We wanted to highlight the eight winners from a designated year by showcasing the winners' creative process. We accomplish this by communicating the winner’s mission statement, their approach, and their solution. Closeup shots of the winner’s creative process to focus on techniques, quotes to encapsulate and offer insights, and an image gallery to spotlight every aspect of their creative journey.
05 interactions.
hover to preview the winner's work
image stack and text highlight on scroll
video enlargement on scroll
06 takeaways.
This project not only challenged us to use various design qualities and principles of well-known designers in our design, but the biggest challenge was implementing a content strategy that would bring value to our client. As designers, we must consider what content we surface and what content would be important for our potential users.
Additionally, exploring various micro-interactions pushed our design possibilities. Although there are many interesting animations and interactions that can be implemented, these animations and interactions should not make it difficult for the user to surface content. Rather, how might it impact and improve on the user experience. The design journey from experimentation to implementation thus became a memorable learning experience in understanding the concept of user experience.
