Product Design & Creative Direction
Hey, I’m Geoff
I’m a multidisciplinary product designer, currently leading the Design Systems team at Playlist (Mindbody, ClassPass). I’m a Californian living in England and have over a dozen years of experience in interactive & graphic design, photography, & motion graphics.
Selected work
Case studies
Web Design, Motion
Entertainment Booking
MGM Resort’s direct booking experience for its wide range of entertainment offerings was losing a lot of traffic to external booking sites where a portion of revenue had to be shared. We needed to modernize the booking experience and focus specifically on a mobile-first approach. Shifting booking traffic to MGM’s direct booking experience would be an instant win and increase in revenue - without any change in attendance.
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Web Design, Motion
Room Booking
MGM's booking flows were deployed on top of a proprietery, monolithic web platform that was missing critical documentation, developer tools, and end-to-end automation. Guests were dealing with user experience that made it difficult to compare rooms and pricing across all of the MGM properties.
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App Design, Motion
MGM Resorts Mobile App
As leaders in the hospitality industry, MGM Resorts seeks to create cutting-edge digital experiences that surpass the expectations of their guests. They initially brought in Superformula to captain their iOS and Android mobile apps, improving the codebases and designs where we could, while side-stepping the mounting technical debt.
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Website Design, Animation, Event
Doritos Mix Arcade
Snacks and gaming are inexorably tied together, so it’s only natural that a snack brand so loved as Doritos would use gaming as a way of engaging users with a new product: Doritos Mix, a combination of four unique chips in one bag. But such brand tie-ins are a dime-a-dozen; how can we use technology to create unforgettable experiences? In partnership with Doritos' brand agency The Marketing Arm (TMA), HYFN was tasked with updating classic arcade experiences for the connected age of gaming in channels both digital and physical. To do so, we matched retro gaming experiences with hand-built technology, Twitch group play, analog ingenuity, and an anything-is-possible spirit—all resulting in a series of wide-reaching, first-ever achievements.
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Web Design, Motion Design
Xbox: Every 60 Seconds
Microsoft (in partnership with PepsiCo & Lays) wanted to build buzz around the launch of the new Xbox One X console by giving fans the chance to bid and win an Xbox One X - every 60 seconds - before public sale. The core challenge was in designing a fair gameplay that deterred bots, cheaters, and sweeps junkies.
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Branding, Website, Photography, Video
Sky Zone: Brand Evolution
Founded in 2004, Sky Zone Indoor Trampoline Parks created an entirely new category of location-based entertainment. Over a decade later, Sky Zone had opened over 150 franchise locations and expanded into new countries. But as the business matured, so too did the competition; imitators began springing up left and right, feeding off of Sky Zone’s rapid success. It became increasingly clear that a change was in order if Sky Zone was going to keep its position as category leader. We were tasked with determining the viability of—and ultimately executing on—a brand positioning that could appeal to new customers without alienating the existing core audience, thus growing the customer base and driving long-term growth.
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Video, Photography, Animation
INC Men’s Night Out
The team at Macy's came to us with a desire to make a bold statement and introduce their new INC Men's Night Out holiday product line. The goal was to utilize paid social to generate awareness and drive sales. Our team at HYFN concepted and developed a campaign thesis and strategy to meet the goals through a high profile video production and photoshoot with a premier influencer. The thesis was simple: Permission to be bold. You define your style, your career, your life. You are self-made, but INC is your co-conspirator. Your partner in pushing boundaries with what you wear, where you go, and how you arrive. Wear clothing you love. Go places beyond your expectations. Be yourself always. From here we casted Nyle DiMarco to personify our thesis. Nyle is an actor, model, activist, and the first Deaf person to win America's Next Top Model Cycle 22 and Dancing With The Stars Season 22. His Nyle DiMarco Foundation works to improve the lives of every Deaf person in the world. All this combined with his influence created the perfect fit for our thesis. He has a powerful presence, intense eyes, has a distinct edge to him and fit the clothing style and brand well.
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Website Design
West Dermatology
West Dermatology came to HYFN with the goal of growing their existing patient base, while creating a unified digital experience across all their dermatology brands. We were challenged to create a clean and clear design system that could help tell any of the sub-brands stories, while making it simple and quick for patients to find offices and book appointments. To create a website for a total of 9 separate brands (and growing), each with multiple locations (40+ overall), we paid close attention to our design system, approaching the website as a modular & dynamic system. To keep this even more efficient, we made the switch from photoshop to sketch (finally), which ultimately enabled us to more closely follow our design rules and maintain an efficient workflow the deeper we got into the site.
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Branding, Website, Photography, Video
TRX ECommerce Launch
Created by a Navy SEAL, the TRX Suspension Trainer and accompanying training philosophy are the real deal. The company earned immediate respect amongst professional trainers and athletes but had struggled with direct-to-consumer sales in a very competitive market where Amazon’s shadow looms large, offering users a familiar search and shopping experience as well as an abundance of cheaper knockoff products. There were other challenges as well, including poor customer understanding of the products, a desktop-first website that didn’t educate, a lack of compelling content and an ineffective ecommerce system. HYFN’s core disciplines of content creation, social amplification and creative technology were implemented to connect the shopper’s path to purchase from education and awareness to sales. We applied this principle to completely revamp TRX’s digital business with a full-funnel social advertising strategy, all-new photo and video content and a redesigned, mobile-optimized ecommerce site—a combination that opened a significant new revenue stream to grow the business.
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Web Design, Motion
Vita Coco Website Relaunch
Already operating as the world’s largest coconut water brand, Vita Coco knew that expanding their line of natural coconut products into coconut milk and coconut oil would likely result in wider distribution and more opportunities as a brand. They tasked HYFN with developing a web experience that would support their efforts to drive trial and adoption of their full range of products. Tangible goals included increasing page views per session as well as overall time spent on site. With the need to adapt to 18 different global markets, the site also required a custom, responsive content management system.
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Animation
Glam Squad: A Line Play Series
In the spring of 2011, messaging app LINE launched as an emergency response to a natural disaster. Since then, LINE has grown rapidly, capturing a vast majority of the user base in East Asia, issuing a successful public offering, and extending its brand into TV programming and mobile games. One such extension, LINE PLAY, has seen massive worldwide success to date, with status as a top-three-grossing app globally. But US growth was slower than desired. So LINE PLAY engaged us to create a series of influencer videos promoting their game to American girls ages 13-24. But we took the brief further, combining the absurdity of LINE PLAY’s animated avatar world with inspiration from YouTube star Meghan McCarthy’s zany life—and voice.
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