Prepared for You on 02.25.14
Strategy, design and development
of innovative digital products and
content for brands, entertainment
companies and startups.
The creativity and agility of a motion
design ﬁrm with the strategy and
technology of a web consultancy.
Why Blind Labs?
You are a startup in need of world class design but
don’t want to hire a creative agency without startup
or tech experience.
Scratch-it provides scratch-off games
to savvy consumersin a fun and engaging
way helping be entertained and save money.
curious authentic simple
You need a multi-channel campaign that is driven by your
strategy. You need a partner who can create video, email
and social all synced to your KPIs.
Here are a few of the problems we solve:
You are tasked to design mobile apps for video, second
screen, fan networks and video platforms, but your team is
busy focusing on your core business.
Why Blind Labs?
We start by using our CORE Strategy process, putting everyone in a
room to understand your customers, your goals and gain a deep
understanding of your brand.
How we solve them:
UX Driven Design:
Based on the CORE strategy brief we quickly deﬁne the user
experience and the visual design separately. We immedielty
create prototypes and start validating the user experience.
We don’t always build your platform, but when we do, we pick the
right partner for the job. Inhouse, Ecommerce, CMS, Mobile, Drupal,
Wordpress, you name it. Our network is deep and powerful.
This Is The Age Of The Customer.”
We have begun a 20-year business
cycle in which the most successful
enterprises will reinvent themselves
to systematically understand and
serve increasingly powerful customers.”
Competitive Strategy In The Age Of The Customer
David M. Cooperstein, October 10, 2013
What approach do we take in
The Age of The Customer?
Everything from what media channels and content
types you use, to design and technology is driven by
the results of this ﬁrst step. Without it you are
moving forward in the dark.
A customer centric approach!
1. Start with deﬁning your customer and their needs
2. Prioritize their needs and how you are meeting them
3. Deﬁne your brand in context to your new understanding
What happens next?
• Deﬁne Customer
• Prioritize Needs
• Deﬁne Brand
• Deﬁne KPIs
• CORE Brief
• User Stories
• Application Arch
• Database Layer
• Application Layer
• Identity System
• Visual Boards
• UI Design
• Video Production
• Style Guide
• Editorial Plan
• Front End HTML
• User Testing
• AB Testing
• Soft Launch
• Load testing
Strategy User Experience
We conduct worksessions
with all key stakeholders in
the room to ensure fast
alignment. All documented
in a brief that includes, user
proﬁles, prioritized user
needs, brand attributes,
competitors and 3
Based on the user proﬁles
and customer needs we
create user stories that are
then translated into
wireframes of the user
experience. These are
rapidly prototyped in order
to test and gain insights
and validation from users.
After presenting 3
directions and getting
approval on one we then
proceed to create high
ﬁdelity designs for key
screens in the experience.
Taking into consideration
the brand narrative and
Content is one of the
most important parts of
the experience. Whether it
is video content, images
or text we take great care
to ensure that it is driven
by your strategic goals
and adheres to the
highest levels of quality.
The most im
creating a w
sure the tea
As a code “
call it a Fron
the design i
Front End Back End
The most important thing in
creating a world class Front
End experience is to make
sure the team has a clear
Front End Style Kit early in
the process; a kit built in
HTML that functions as a
code 'repository'." This
ensures that even if the
functionality changes the
design is consistent.
QA / Launch
Deciding on the right
application architecture for
your platform can’t be left to
chance. To ensure you are
putting in place the right
solution you need
to help you deﬁne how to
structure your application
User testing is often
avoided because of cost.
The truth is that it’s more
expensive to build
something that you did not
validate with real users than
it is to spend the time and
money to set up and
conduct user testing. It’s a
mistake made by many,
understood by few.
The art of launching is a
combination of planning,
experience, ﬁnnesse and
ensuring that you have
thought of every scenario.
Our QA process is based
on scripts that map to our
CORE strategy and user
stories, ensuring ﬂuid and
smooth execution of QA
and the Launch!
Social Media Innovation
Rapid Product Prototyping
Video & Emerging Platforms
Mobile & Tablet
Social Media Content
Content Management Systems
Video Delivery Platforms
Scratch-it is an engagment tool for online marketers that's improving their
existing results by a multiple of 10x. They took the experience of scratch
cards which have been around for over 40 years and created a patent
pending tool for building and distributing a digital version.
Our challenge was how do to build an Adtech startup from the ground up
and avoid common mistakes such as overbuilding, not knowing customers
and shiny object syndrome. Designing the product, the sales process, the
marketing materials and everything needed to get “Hi Fidelity” traction at
the same time.
We helped build Scratch-it using the Skool’s CORE framework. Starting
with deﬁning the customers, deﬁning needs and prioritizing customers.
Finally we deﬁne the CORE brand and designing a modular identity system
we call a “Startup Design Kit”; all of the elements needed for developers to
build fast in an iterative fashion.
Scratch-it was able to raise a 100k round of angel investment, was
accepted to the Portland State Business Incubator and is gaining fast
traction with the top 150 ecommerce retailers.
We are excited to be working with Blind Labs. Their
leadership, creativity and deep experience
in digital product development has helped us gain
traction and funding. More importantly avoid some
of the pitfalls of developing a product like ours.”
Edible School Yard
How do you create a movement? More importantly how do you help a
non-proﬁt team deﬁne, prioritize and build this movement online.
What we are calling for is a revolution in public education – the Delicious
Revolution. When the hearts and minds of our children are captured by a
school lunch curriculum, enriched with experience in the garden,
sustainability will become the lens through which they see the world.
— Alice Waters
With Jose Caballer leading the strategy and user experience approach a
team was assembled that included producers, information architects,
digital strategists, Green Dragon Oﬃce and Stauﬀer Development in Los
Angeles. To gain quick concensus we conducted several CORE strategy
workshops in San Francisco. Followed by user experience design, visual
design and Agile driven development.
As a result we where able to build a world class community for Edible
School Yard that has been eﬀective in growing from one location in
Berkeley CA to 3106 locations nationwide, 2950 Garden Classrooms, 547
Academic Classrooms and 426 Kitchen Classrooms. To-date Stauﬀer still
provides Edible Schoolyard development support and continues to expand
Our sincere thanks for making Edibleschoolyard.org the
incredible site it is. Without your guidance and expertise
we surely would not be in this happy place. We feel
fortunate to have worked with such a high caliber team -
you sure know how to pick them!”
Director of Programs at The Edible Schoolyard
Director, The Edible Schoolyard
How do you help the Myspace team present the redesign to their News Corp
stakeholders and shareholders before the website was complete? How do
you make ﬂat design ﬁles come to life and feel integrated into a user’s real
We created “Living User Stories” to showcase the new experience in
context. Using a mix of real life users, actors and scripted questions shot in a
reality / documentary style we where able to capture the full narrative and
present the features and functionality in a high ﬁdelity enviorment.
This was in addition to helping deﬁne the design direction for the application
working in close collaboration with the Myspace user experience team.
The result was gaining approval and consensus on the direction that the
application would take. It allowed for the News Corp shareholders to get a
preview of the expereince and understand the direction that was proposed.
This style of doing user stories really showcased the power of video in the
creation of an online business. It proved the power of video as a tool to tell
your applications story.
Myspace Product Videos
Jose not only assembled an amazing team for us,
he was collaborative in the co-direction of the work,
understood our strategy and went beyond what we
asked for. After our core project was done even gave
us the resources directly. Most importantly it was
super fun to work together.”
UX, Design Partner at Science Inc (Formerly VP of User Experience at Myspace)
Chris Do is the founder and executive creative director of Blind, Inc., a digital design design studio with
an emphasis on storytelling and image making.
Prior to forming Blind in 1995, Chris worked brieﬂy as an Art Director at Seattle Ad Agency, Cole &
Weber, and as a designer at punk rock music label Epitaph Records. While at Cole & Weber he gained
valuable insight, experiencing ﬁrst hand the challenges of being an agency Creative. It wasn’t until he
formed Blind that he was able to fully utilize his Art Center training to combine his passion for design,
typography, illustration and animation.
Soon, he was working on feature ﬁlm titles such as Eraser, Celtic Pride and The Island of Dr. Moreau, as
well as a variety of commercials and broadcast identities.
Since then, Chris’ work has been nationally and internationally recognized by publications such as:
Communication Arts, I.D., AIGA, Art Director’s Club, Type Director’s Club, The One Show, Broadcast
Design Association, LA Weekly, New York Film Festival, Telly, Print, How, Res Fest, Ion Film Festival,
British D&AD,and Mtv’s VMA. He has lectured at a number of institutions including: California Institute of
the Arts, LA Art Institute, Siggraph, Otis College of Design, Motion Graphics LA, Cal State Los Angeles
and San Diego City College.
After more than a decade at the helm, he continues to direct and manage, growing the company into a
successful production/post-production company, and oversees Blinds creative and strategic vision. In
addition to running the company, Chris is an adjunct instructor at the Art Center College of Design and
Otis College of Design, where he is helping to shape future generations of artists and designers.
Jose is the Digital Strategy Director at Blind Labs. He helps oversee our digital practice and ensures that
our designers, developers, project managers and partners collaborate, execute and thrive at Blind.
He is the product of a mother who was a teacher and a father who was a preacher mixed in with a graphic
design education at Art Center College of Design.
He took a front row seat in the .COM boom working at Razorﬁsh, one of the ﬁrst digital agencies where he
went from designer to Design Director of the Los Angeles ofﬁce by the age of 28. In 2001, he left Razorﬁsh
to start The Groop - a boutique digital agency that allowed him to work with Al Gore, Jamie Oliver, Thomas
Keller of The French Laundry, Alice Waters of Chez Panisse/The Edible School Yard Project, corporate
clients such as Disney, News Corp’s Myspace and over 30 start-ups including Causecast and Savings.com.
Today, Jose combines his 16 years of experience as a web designer and his passion for teaching to share
the gospel of Web Design on his popular weekly show This Week in Web Design on YouTube. He has also
helped train hundreds of freelancers, agencies and companies at fun and dynamic workshops, LIVE
webinars and online videos at The Skool.
Specialties: User Experience, Online Product Development, Visual Systems Design, Identity Development,
Social Media, Web Video, Mobile, Tablet
Digital Strategy Director
7 Reasons why Blind Labs is the right partner:
1. Award winning strategically driven creative
2. World class tech and project management
3. Collaborative culture and process
4. Deep network of tech partners
5. Integrated production capabilities
6. The process and space to explore new territory
7. We are fun to work with!
For more information about Blind Labs and to see more case studies contact:
Jose A. Caballer
Director of Digital Strategy