I ♡ working with UX teams, is what I learned.

I had a long gig at Huge (Oakland) doing something that was new to me at the time: working directly on a digital product, rather than merely the comms around it. That meant instead of partnering with a designer or art director (although there was that component too), I was mostly embedded with the UX team as we tackled sprint after sprint after sprint.

John Hancock had acquired a fintech app they weren’t sure what exactly do to with. So they engaged Huge to help them turn it into a proper product. That started with taking a look at the competitive landscape and finding a space that made sense; a position they could own.

Like the chart says, “Collaboration [had] yet to enter the investing space.” Which is strange considering how many large financial goals are shared with a partner, from home down payments, to college savings, to large chunk purchases, to life-list type vacations.

The strategy and identity team at Huge Oakland (partnering with their Brooklyn offices) worked together on naming and branding. Then it was up to us to figure out how to both turn it into a viable product and tell the story within that product.