erin @ erinartworks.com703.582.1844
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user-centric product design

I design products for people. I believe that ultimate success is achieved when users are truly engaged and can easily do what they need to do.

My passion is product design. For my clients, I oversee the strategy, brand and user experience for enterprise, government and consumer solutions, multi-platform products, mobile apps, web sites, digital media, instructional and recruitment technology. With a user-centric approach to product design, I specialize in bridging intuitive, elegant user experience and creative design to complex concepts, highly technical architectures and early stage products.

I’ve helped global brands including Capital One, McGraw-Hill Education, PBS, comScore, The Limited Brands, Entertainment Software Rating Board (ESRB), Rosetta Stone, Home Depot, VeriSign, MBO Partners, and several Federal Government agencies and DoD components. With a career start at Rosetta Stone in its early product days, I have hands-on experience with several early stage start-ups.

In my former role as CXO at Apollo Matrix, Inc., I led the strategy, brand, information architecture, user experience and visual design for mobile apps and online products. Prior to Apollo, I served as Creative Director at TMP Worldwide and held Lead Design/Creative Director roles at Carney, Inc. and DUB. I enjoy advising local mobile/tech start-ups in product strategy, branding, marketing and design and helping my diverse clients succeed in their market.

Slides from past events:
MoDevGov 2014 – No Child Left Untableted
MoDev East 2013 – Drive users with “touchable” emotional design
MoDev UX 2013 – Put your UX to the test
MoDev East 2012 – A Peek Inside the UX + UI Designer's Toolbox
MoDev Tablet 2012 – Now thats engaging!

Press:

DC Tech Connects: The Real Rosetta Stone Legacy
by Janice Mandel, InTheCapital

Re-connecting with my first boss Eugene Stolzfus, co-founder of Rosetta Stone
at the Startup Grind DC at nclud.

ux happenings

Erin Daniels

@erinartworks I tweet about all things UX, product design, brand, strategy, marketing, innovation, startup, mobile, technology, education, leadership, entrepreneurship
Photo by Aaron Kobilis

Do what you love!

work

National 4-H Council wanted a fresh look and feel for their website and social media channels. Launched for their prime fundraising period, the new, modern design helped engage users and drive fundraising efforts.

  • National 4-H Council Brand and Website Refresh, Responsive Web

    National 4-H Council Brand and Website Refresh, Responsive Web 4-h.org Creative Direction and Design, 2013.

  • National 4-H Council Brand Refresh for Social Media

    National 4-H Council Brand Refresh for Social Media Creative Direction and Design, 2013


Authentic Education and Grant Wiggins, co-author of Understanding by Design® sought my help to redesign the user experience for their curriculum design tool. Curriculum Framer is an web-based tool for teachers and curriculum designers to design their curriculum using the Understanding by Design approach. I began the project with user interviews of practicing teachers, curriculum designers, directors and school principals to better understand how teachers design curriculum and present lessons in the classroom and how mangagement performs reviews of curriculum.

It was important the design met the needs of the teachers by offering flexibility, ease-of-use and a structured approach for aligning lessons and assessments to defined goals and various types of standards, including the Common Core State Standards. A robust reviewing feature was also built into the design for school officials and principals, teacher leads and curriculum directors to review and approve curriculum prior to classroom instruction. The design approach was responsive for access on desktop and tablets.

  • Curriculum Framer User Experience Design, Responsive Web

    Curriculum Framer User Experience Design, Responsive Web User Research, Strategy and User Experience Design, 2013. View the Wireframes

  • Curriculum Framer Visual Design

    Curriculum Framer Visual Design, Responsive Web Creative Direction and Design, 2013


Apollo Matrix, Inc. – As CXO of this new boutique mobile agency in DC, I led the strategy, brand, user experience, information architecture, usability and visual design practice for mobile apps and online products for our clients. I helped establish the Apollo Matrix brand as a user-centric full service agency, cultivated a talented team of product innovators and helped build a robust portfolio as the company emerged into a new stage.

  • Entertainment Software Rating Board (ESRB) Mobile Apps - Rating Search for Games and Apps

    Entertainment Software Rating Board (ESRB) Mobile Apps: Rating Search for Games and Apps (iOS, Android, Windows Phone) Strategy, UX/Creative Direction and Design, 2013. Read the Case Study

  • Fourscore, American Heritage Society - Teaching Tool for History, Responsive Web

    Fourscore, American Heritage Society - Teaching Tool for History, Responsive Web, 2013 4score.org Brand and Product Strategy, User Experience Architecture, Creative Direction, 2013 Read the Case Study

  • Sloans & Kenyon iPad App

    Sloans & Kenyon iPad App, 2013 User Experience and Visual Design, 2013

  • NBC Olympics Multi-Screen Survey Mobile App

    NBC Olympics Multi-Screen Survey Mobile App for comScore User Experience and Creative Direction, 2013


McGraw-Hill Education – As a consultant for McGraw Hill, I created websites, animated promotional demos, and conceptualizations for digital and printed product lines (also featured on Amazon in the US and UK).

  • McGraw-Hill Education's AccessScience

    McGraw-Hill Education's AccessScience User Experience Design, Creative Direction, Front-end Development, Usability Study 2012-13. Accessscience.com Partnered with a talented art director Aaron Kobilis for the preliminary redesign. Later, as CXO at Apollo Matrix I directed the eye-tracking usability study for the full redesign project in partnership with Tobii Technology. Read the Case Study


The George Washington University – As featured by Frank Sesno on CNN, this website features one nonpartisan issue- and election-related fact each day until the election. Provided by a grant through The George Washington University and produced by Think Custom Media, a division of Atlantic Media Company. As a consultant I was responsible for the user experience architecture, UX and Visual design for the website and the supporting infographics for it's debut launch 100 Facts 100 Days before the Election. When I joined Apollo, my design team continued the ongoing visual design support for the infographics.

  • Face the Facts USA Website

    Face the Facts USA Website and Infographics Creative Direction, User Experience and Visual Design FacetheFactsUSA.org, 2012

  • Face the Facts USA Social Media Channels

    Face the Facts USA Social Media Channels Creative Direction and Visual Design, 2012


  • Face the Facts USA Infographics

    Face the Facts USA Infographics "Still Coming to America?" For immigrants per capita today, U.S. is way down the list - Creative Direction and Visual Design See the Fact, 2012

  • Face the Facts USA Infographics

    Face the Facts USA Infographics "When the War Comes Home with the Soldier" Shocking PTSD, suicide rates for vets - Creative Direction and Visual Design See the Fact, 2012


PBS wanted a better system to provide stations across the US the tools and support they need for daily job performance and communication with PBS headquarters. PBS requested my consulting services to provide user experience design support for My PBS, their extranet and primary system where programming, scheduling, fundraising, marketing, branding and organizational information is shared that is essential to daily operations for both stations and PBS headquarters.

  • MyPBS - Extranet

    MyPBS - Extranet, 2012 Information Architecture and User Experience Design mypbs.org, 2012


The preliminary information architecture and user experience strategy direction revealed that by focusing on the programming at its core, all the cross-functional areas could tap into this core as a means to share knowledge and perform critical job functions. As the structure started to take form, I conducted a series of cross-functional interviews to further refine the needs for individual screens in the system. The user experience was designed by producing a series of wireframes to meet the individual needs and integrate with existing and future systems that were currently in development. My PBS Groupspace was created to promote collaboration and social interaction between employees. My PBS is a system designed with user-centric approach that helps boost employee engagement and streamline work processes so employees of stations and PBS headquarters can work together to perform the work they do every day.

MBO Partners and it's Enterprise Solutions division sought a revamp of its website, intranet and enterprise technology integrations. As a design consultant, I helped extend the MBO brand and intuitive user experience design to the MBO Partners website and supporting portals and intranet.

  • MBO Enterprise Solutions - Client-referred Worker Welcome Experience

    MBO Partners and MBO Enterprise Solutions - Client-referred worker welcome experience Creative Direction and Design MBO Partners, 2013


TMP Government – As Creative Director for the recruitment advertising agency, TMP Worldwide's DC branch, I ensured the high quality and innovative execution of brand concepts in a wide range of media from web and mobile sites, social media, advertising, print collateral, tradeshow and event materials. I managed a team of talented Art Directors and Copywriters to create and implement award-winning campaigns to strengthen recruitment efforts for globally recognized brands such as Capital One, Exelis, Serco, and large Federal Government agencies including the Internal Revenue Service, Department of Veterans Affairs, U.S. Air Force, and other agencies. Notable websites created by my rockstar team are Recovery.Gov and Treasury.Gov and those shown below.

  • Capital One Campus Careers Website

    Capital One Campus Careers Website Creative Direction capitalone-campus.com, 2011

  • Capital One Campus Careers Twitter Page

    Capital One Campus Careers branding for social channels Twitter @Capital1Campus, Facebook, and YouTube Creative Direction, 2011


Show More Work in eLearning and Instructional Technology


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awards

2012 The Web Marketing Association, “Best Employment Online Video,” “Best Government Online Video” and “Best Government Online Ad.” for recruitment video, “A Tradition of Serving Those Who Serve”, VA for Vets - TMP Government

2012 Telly Awards, Bronze Telly for Recruitment, for recruitment video, “A Tradition of Serving Those Who Serve”, VA for Vets - TMP Government

2012 GovTek, Government Mobile App of the Year for Recovery.Gov - TMP Government

2011 Webby Awards Official Honoree, Financial Services category for Recovery.Gov - TMP Government

2011 Web Marketing Association, Best Government Website, IAC, and Outstanding Website, WebAward for Recovery.Gov - TMP Government

2011 AME (Advertising Marketing Effectiveness) Finalist for Recovery.Gov - TMP Government

2011 Omni Gold in Education and Government Categories, Carney, Inc. and Army Combat Readiness/Safety Center (USACR/SC), HAZCOM/HAZMAT Interactive Multimedia Performance Experience (IMPE)

2011 Omni Gold in Education and Government Categories, Carney, Inc. and Army Combat Readiness/Safety Center (USACR/SC), Machine Guarding Interactive Multimedia Performance Experience (IMPE)

2010 Bronze Brandon Hall Excellence in Technology Award - Best Advance in Social Learning Technology, Digital Ignite Crowd Wisdom™ Social Learning Platform and LMS

2009 & 2010 Omni Gold and 2010 Horizon Silver in Education and Government Categories Carney, Inc. and Army Combat Readiness/Safety Center (USACR/SC), National Fire Protection Agency Life Safety Code 101® Interactive Multimedia Practical Exercises

2008 McGraw Hill Internal "Grammy" Awards, McGraw Hill Professional iSpeak Promo

2005 Forbes Best of the Web, VCampus and Kiplinger's Personal Finance Make the Most of Your 401(k)

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clients

Corporate, Association, Non-profit
American College of Radiology (ACR), Capital One, Carney, Inc, Certification Partners, CFA Institute, comScore, Digital Ignite, Entertainment Software Rating Board (ESRB), George Washington University, Home Depot, Home Depot, Institute of Management Accountants (IMA), (ISC)2, Kiplinger’s Personal Finance, The Limited Brands, McGraw-Hill Education, MBO Partners, National 4-H Council, National Geographic, PBS, PCI Global, Questerra, Rosetta Stone, Sourcefire, VeriSign, United Way, and other organizations

Federal Government
Air Force Civilian Acquisition Careers, Defense Acquisition University (DAU), Defense Information Systems Agency (DISA), Department of Homeland Security (DHS), Department of Veterans Affairs (VA), Environmental Protection Agency (EPA), Federal Acquisition Institute (FAI), Federal Acquisition Service (FAS), General Services Administration (GSA), Internal Revenue Service (IRS), National Highway Traffic Safety Administration (NHTSA), National Oceanic and Atmospheric Administration (NOAA), National Radio Astronomy Observatory (NRAO), Office of Personnel Management (OPM), U.S. Agency for International Development (USAID), U.S. Army Combat Readiness/Safety Center (USACR/SC), U.S. Botanic Garden, U.S. Department of Agriculture (USDA), U.S. Navy, and other agencies

designer toolbox

Adobe Creative Suite OmniGraffle, Axure, Balsamiq -- most UX/UI tools

Front-end Development HTML/XML, CSS, JavaScript, jQuery, CMS authoring tools (commercial and open source), ActionScript, Section 508 compliance, SCORM

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Thank You!