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Design + Code + Strategy


Shaping a unified, beautiful and fun shopping experience.


Designing the future of cloud gaming.


Finding the line between innovation and efficiency.


Seeking the next generation of mobile gaming.


Superpowering your Marvel experience.


Using design strategy to treat cancer.


Reconnecting society through WiFi.

Hello World Allow me to please (re)introduce myself...

I am an Experience Designer specializing in interaction and prototyping design. Using a creative approach combined with user-centered design principles, I want to serve those who seek to realize their digital curiosities.

I have worked for a variety of large to medium-sized clients including Sony, Google, Samsung, Toyota, Pearson and various start-ups. Working in the advertising and technology industries, I have completed projects to re-define product and brand through strategy, visuals and code.

When used correctly, design can be a force for positive change and delightful experiences. In terms of how this translates into process, I like to be collaborative. Learning from others isn't only engaging, but can also serve to benefit future endeavors. Below, you can find a full description of my process and my CV as well:


I believe an intensive design process requires an emphasis on performing user research. Uncovering the "why" behind the way technology should work is what drew me to UX design in the first place.


User research can provide a never-ending amount of data. Information Architecture is there to narrow, organize and evaluate results in a way A/B testing and analytics platforms simply cannot do.


Ideas, ideas, ideas. While Information Architecture can make sense of a quantity of data, interaction design can expand on and animate data into an engaging, yet practical solution for users. Whether it is using a new prototyping tool, creating visuals, or going straight into code, UI Engineering makes ideas a reality.


Staying hungry and foolish is important. I am on the tip of the iceberg in discovering everything out there. Currently, learning to use animation and more advanced front-end skills are on my agenda.

"Design is people."

-Jane Jacobs

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Google Shopping Express Role: Interaction Designer, Team: 3-5 people, Length: 2 months

As we continue to see the physical blended with the digital, our phones become tools. For this project, Google asked our team team re-imagine what the Google shopping experience can be for the people delivering the service. What came out of the work was not only a UI refresh, but a new holistic digital platform for Google and its shoppers.

Our process consisted of fast, iterative two week sprints. Whether it was sketching one day or prototyping the next, our team worked through each of the different parts of the shopping experience every sprint. This method of working allowed us to quickly pivot mid-sprint and work through multiple parts of the design at once.

We worked very closely with several stakeholders: from Google employees to personal shoppers to consumers themselves. By doing so, our team was able to understand and empathize with each perspective and set of user needs. Throughout the project, we studied the behavior of shoppers and consumers and designed ways - both physical and digital - to make their shopping experience more human.

Before actually beginning the design process, our team conducted a series of stakeholder interviews and contextual inquiry sessions. These studies provided our team with greater insights into the the way Google designed its service. Overall, we found that GSX employees are proud and excited to provide great service, but sometimes find their digital tools confusing, cold or unhelpful. Here is a sampling of our findings:

Once we completed the discovery phase of our project, our team began sketching high-level visual solutions. The sketches shown below range in fidelity and design, yet still provide interesting perspectives on how to connect the shopper and consumer. From in-person encounters to phone-centric tasts, these sketches cover it all.

While working with the stakeholders at Google, our team defined the user requirements and essential flow. For each step in the shopping process, we created an overall map that looks at each of steps - Pick, Pay, Pack and Deliver. Below is a sampling of the Pick user flow that contains a high-level abstracted map, as well as one with wireframes.

After finalizing the user flow for each step in the shopping process, our team began turning our sketches into a digital reality. We primarily used Sketch throughout the design process- which provided our team with a great deal of flexibility in the agile cadence we worked within. The flow below represents the "Golden Path" for a personal shopper picking items for multiple customer orders.

With each sprint, our team continued the design process even further. We would prototype and add motion design to each of the different parts of the shopping process. In order to give our designs more credibility, our team felt it necessary to add motion studies and clickable prototypes that allowed the client to better understand our design decisions.

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Playstation Now Role: Product Designer, Team: 30-50 people, Length: 8 months

The gaming industry is going the way of films- exploring new digital horizons and technologies. With Playstation's newest product, the company asked itself how it could take the gaming industry into the future by putting its games in the cloud. Similar to how users would stream other forms of media- whether its films or music- Playstation Now is ushering in a whole new era of gaming.

Working for a massive, global company with an equally large user-base requires designers to be patient, empathetic and precise. Even a simple mistake in an error message or misplaced dropdown can negatively affect the experience of tens of millions of users. In order to coordinate such a massive effort, the Playstation engineering and design teams worked in a highly peculiar, but precise form of agile methodology to build this amazing product.

Supporting up to five different engineering teams and working toward an aggressive release schedule can be a daunting experience for designers. But maintaining a regular release cadence and process of creative review proved healthy and effective. Playstation Now is still a young product and has the potential to change the industry for the better. For now, it is beating every expectation promoted by industry analysts and is constantly looking to improve the Playstation gaming experience for gamers in the US and Japan.

In order to design for distinct users, languages, laws, and cultural differences, our team had to create grand user flow diagrams. These user flows could include legal, cultural and cognitive differences and went beyond the normal "box and arrow" approach that most use in the industry. For a product as complicated and global as Playstation, our team needed to construct an experience document that was simultaneously dense, yet clear.

The PS Now team's mantra was "test early, test often." A newly created team at Sony, the Playstation Now team decided to try new techniques and experiment with new ways of building a product. This included setting up multiple user testing sessions each product release cycle. In order to anticipate user needs and reactions to new products, our team gathered requirements quickly and tested prototypes and clickable demos often.

In order to prepare for the user testing sessions, our team would place a higher importance on prototyping and the need to constantly innovate. Motion design and prototyping proved a fun and enriching creative break for the designers at Sony. While not my primary expertise, motion design became a growing interest for not only myself but the rest of the design team. We were able to develop some of our most engaging and provocative work during these short design sprint prototyping sessions.

Outside of the work for Playstation Now, I was lucky enough touch other projects such as the re-design. For this particular project, designers around Sony would spend a little extra time each month to submit re-design concepts and wireframes for creative review. In my particular assignment, the team asked me to re-imagine the game product detail page. With this assignment, I tried to blend the Sony branding guidelines to a more contemporary aesthetic in addition to adding new web-specific functionality.

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

2015 Corolla Campaign Role: Experience Designer, Team: 5-7 people, Length: 3 months

With each large client comes an even greater challenge. This makes a campaign and re-design especially important and large in scope when working for the world's leading car brand - Toyota. The automotive industry is in somewhat of a renaissance as tech industry icons change the definition of a car with each new technological enhancement. Toyota can easily see the watershed change coming, and has decided to respond with a brilliant new focus on technology - both in its cars and in its process.

During the re-design of and the 2015 Corolla Campaign, our experience design team was tasked with an assortment of projects. Ranging from creating simple, yet important banner ads to creating a massive competitive audit inventory, our team found ways to distill large and complex amounts of research and information into engaging, useful digital experiences.

Within advertising, it can be difficult to maintain a coherent, singular process among all projects. Rather than forcing a dominant process over others, our team decided to institute a creative review process that allowed each member of the team to independently determine the best workflow for a particular project. While we all worked separately, each member contributed greatly to the overall vision and direction of Toyota's digital initiatives.

During my time working with Toyota, I was tasked with defining, organizing and writing a comprehensive competitive audit. The audit covered both direct and indirect competitors, as well as complementors (companies competing in a relatively similar space). The point of focus for each of these audits was to dissect the visual and interactive design of each competitor and discuss what in the industry is enhancing digital presence and what is not. Here is a sampling:

As our team continued the re-design process for, we decided to engage in a series of usability tests to determine the current site's usability improvements. Over the course of a week, we sat down with several different subjects and conducted exhaustive studies into user behavior on the site and ended each session with a cardsort afterwards. After the sessions were done, I decided to create a visual experience map to graphically make sense of the user's high and low points in the site navigation.

For wireframing, each member of the team was given a certain section of the re-design every week. The process was different, yet effective. Essentially, we were able to produce work at a much faster pace and could easily review new work every week. While we were not able to iterate and move as quickly, the process suited the situation: we were not ready to begin the full re-design. These wireframes served as a preliminary, more conceptual design artifact before the actual re-design began.

Similarly to the wireframes, I continued to create and use more conceptual design methodologies to explore different interaction patterns. With prototyping, I was able to more quickly realize the experiential dimension of the design and iterate more quickly. The following prototypes are for separate projects: the first being web prototype focusing on interaction; and the second being a prototype for a mobile banner ad.

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Nvidia Re-Design Role: Experience Designer, Team: 5-7 people, Length: 2 months

After returning to San Francisco, I continued to freelance. My first client was an unlikely challenger to an established gaming industry- NVIDIA. Traditionally, a graphics card company, NVIDIA sought to develop niche products for gamers seeking a new option. Delving in to the mobile gaming world was a choice that would require a huge undertaking - both from a hardware and software perspective.

NVIDIA challenged our team to re-design the brand, tone, voice and digital identity of their new site for an upcoming product launch. To accomplish this, our team had to think lean, inclusive and scrappy. From a branding perspective, we tried to make NVIDIA a brand on the verge of shaking up a long established industry - partnering with new services such as Twitch, Inc. to bring users a new online game watching experience.

On the digital front, we formed a completely new digital experience for NVIDIA - bringing their design and aesthetics to a more modern interactive and visual style. To do so, our team holistically re-designed multiple touchpoints of NVIDIA's digital experience. From conducting a competitive audit to sketching to prototyping - our team completed each of the different parts of the process in two week sprints. Working closely with the client, we developed a totally new digital platform from which NVIDIA can launch its new mobile gaming business.

Our creative process first involved sketching away at different concepts for the interactive introduction to NVIDIA's new site. We focused heavily on visually conveying the technological superiority of NVIDIA's new hardware. While working through the competitive audit, we would take breaks to review each other's sketches before client meetings. This is a sampling of some of the sketching I did for the interactive intro:

For the wireframing process, our team decided to split up work for each section of the site. My section consisted of wiring the product detail page as well as the community support and help guides. The wireframing progressively changed over the course of each sprint - going from simple "box and arrow" diagrams to fully visualized concepts for each section.

With every creative review passing, we began fully realizing each new section - fully visualizing each section responsively. During these design sessions, we worked closely with our engineering team to mathematically determine the breakpoints for the multiple iOS and Android devices. Doing so greatly helped the productivity of our engineering teams and made the entire re-design process run more smooth due to my familiarity with responsive design and front-end development techniques.

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Avengers CampaginRole: Exprience Designer, Team: 2 people, Length: 2 months

While freelancing in Los Angeles, I had the great opportunity to work with Samsung on their partnership with the upcoming Avengers: Age of Ultron film. The task was simply stated: superpower our users' Marvel experience. The process of doing so was not so simple. A partnership of these proportions required a lot of thinking, research and branding analysis. Yet more than anything, the opportunity requried our team to think more from a campaign-oriented service design perspective.

Much of the project revolved around a massive media campaign at the Comic-Con festival in San Diego. In order to "superpower" the experience of users at the event, Samsung wanted our team to concept ways to interactively engage users while in the physical space. To do so, we would concept ideas through multiple media: from event plans to service design initiatives to wireframes, we fabricated different ways to engage Samsung users. Using different features exclusive to Samsung phones such as its water-resistance to its heart rate detector, we allowed fans to connect with their Avengers heroes on both a digital and physical level.

The process entailed conducting several stakeholder and user interviews at first. These sessions gave our team the necessary research, background and information to begin a proper digital and service design process. In order to enhance the branding of the event, we wanted engage the users in a more enriching branded experience. From there, our team began to match different functionality features of Samsung phones to the superpowers of the Avengers characters. By doing so, users would become actively engaged in the experience of interacting with the Avengers heroes in a gamified experience that provided them with new prizes and hidden features in the app as they completed more tasks. Below is a sampling of our ideas:

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Driver Group Role: Design Consultant, Team: 1 person, Length: 2 months

An interesting, incredibly unique consulting opporunity recently came to my attention and it was one I could not help but empathize with. Lung cancer, by far the most deadly cancer in the world, has taken the lives of too many, including some I knew personally. The opportunity to potentially fight it- even on digital research level - was one I simply could not turn down. While there was not much specific design work to show from the consulting work, I am able to discuss the more service design-oriented work I did over the course of my time with Driver Group.

Driver's mission is to essentially extend the lives of lung cancer patients by sequencing the DNA of patients and using that information to determine how to provide targeted treatment. This targeted treatment is specific to each patient and is tailored to the literal DNA affected by the lung cancer. Instead of finding the right cancer for the drug, Driver searches for the right drug for the cancer.

My consulting work with Driver primarily consisted of doing service design work that compiled a comprehensive list of both direct and indirect competitors, as well as complementors. While working through each audit, I conducted a visual and interactive exploration of each company's web and mobile properties. Driver had a unique opportunity to not only move past the competition through a strong design aesthetic, but also to enhance its DNA sequencing process with better service design.

With a great deal of information and research coming from the user interviews and competitive analysis, I decided to help wireframe some of the sample pages they would need for the MVP. These included a patient list, a case list and research report that can be delivered both digitally and physically to their main partner - the physicians and research institutions. The information in these reports are for placement only and do not contain any actual information regarding the health of a patient.

And there's much more to show...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.

Hotspot Role: Designer, Team: 1 person, Length: ongoing

coming soon...

Copyright ©2015 All rights reserved.
All works are property of Wesley Haines and other affiliated parties unless stated otherwise.