Sam Eckholm
Website
Introduction
Sam Eckholm is a passionate content creator who is truly dedicated to helping others achieve their dreams of throwing their hats in the air and celebrating their graduation from the Air Force Academy.
In order to effectively promote himself and enhance his digital presence, Sam recognized the need for a well-designed website that accurately reflects his mission and values, while also engaging and inspiring others to pursue their goals.
My Role
Product Design Iconography Interaction Design
Duration
3 Months (Jun - Aug 2024)
The Team
Product Designer (2) Project Manager (1) Software Engineer (2)
Platform
Desktop / Mobile Web
(01)
Challenge
During our initial interview with stakeholders, we identified several key challenges for this project. First, we recognized the need to expand the target audience beyond social media and boost visitor traffic. Second, the client envisions the website as a platform that connects him with potential partners and individuals interested in military service. Lastly, one of major goals is to promote his Academy Blueprint course and merchandise in a visually engaging way while maintaining his brand consistency.
(02)
Discovery
My Contribution
Our team kicked it off by diving into extensive research to ensure we met the needs of stakeholders and users. We began with in-depth interviews, gathering insights from key stakeholders to understand their goals and expectations. Next, we conducted a thorough competitive analysis, examining similar platforms to identify strengths and weaknesses that we could leverage.
Interviews with stakeholders
Competitive analysis
SWOT analysis
(03)
Ideation & Strategy
The main focus at this phase was to establish detailed goals for the website, such as effectively promoting the service and merchandise without any lag. We aimed to ensure a smooth transition between the website and his YouTube channel, which is crucial for retaining audience engagement. Additionally, we prioritized strategies to appeal to potential partnerships, showcasing the value and unique offerings of our platform. This involved outlining key partnership benefits, defining target partner characteristics, and crafting tailored outreach approaches to foster strong collaborations. Throughout the process, we ensured that the design meets the needs of both the stakeholders and the target audience.
(04)
User Experience
In the user experience phase, we built on insights from earlier stages to create a seamless journey for users. With our target audience—potential partners and military recruits—in mind, we designed user flows to meet their needs. We mapped their journey from the homepage to key sections like Sam’s background, partnerships, and social media influence, ensuring fluid interactions. We structured the information architecture logically to present abundant content without overwhelming users. By aligning interaction design with user needs, we created an engaging and accessible experience tailored to our audience.
My Contribution
User flows
Information architecture
Wireframes
Usability testing with team members
Hands-off notes
(05)
Design System
During the development of our design system, we placed a significant emphasis on creating a cohesive visual experience that prioritizes interactive design and animation. Our goal was to enhance user engagement through seamless transitions and dynamic elements, ultimately crafting an immersive experience that captivates our users. We also focused on curating a unique iconography that resonates with Sam's brand identity, ensuring that every visual component works harmoniously to reinforce the brand's overall aesthetic and messaging. This intentional approach not only enhances the user interface but also builds a deeper connection between users and Sam's brand, fostering a sense of loyalty and appreciation.
