PSFK

Imagining the future of a company whose primary activity is imagining the future

PSFK is a curator of insights and data about innovations in the retail experience space. Through their extensive research, they deliver business intelligence to brands and agencies, enabling their clients to deliver a winning customer experience. They provide access to an extensive database, newsletters, reports, events and on-demand research and consulting.

However, PSFK had significantly matured since their founding over 15 years ago. The company was at a point where they wanted a major refresh, and needed help figuring out which path they should take

Before I could recommend a design solution to this question, I needed to understand the problem better. I interviewed stakeholders, gathered information about PSFK, highlighted interesting Google analytics, learned about the clientele, and about the competition. By doing this, I was able to name the demons that plagued PSFK’s user experience.

It became clear that in order to effectively inspire clients, PSFK must continue to innovate their own products and services. How could PSFK clearly position itself as hybrid curators and researchers, highlighting their unique intuition and in-depth research methodologies? How could PSFK expand the opportunity space, stay ahead of competition and best utilize its existing resources to differentiate the brand in a highly saturated marketplace?

This process resulted in an in-depth discovery document that revealed that their central tension was the need to decidedly break away from the editorial legacy of the PSFK website and re-imagine themselves as the lead procurers of data and AI driven business intelligence.

I addressed these questions through a redesign of the UX and UI of the site,  and a reorganization of the overall site architecture. PSFK wanted a more high-end user experience that would be less obtrusive and have a more elegant and less sales-y use of pop-ups. The new UX and UI is refined and elegant, while maintaining a friendly and approachable spirit of engagement that is more boutique and made to order.

A cohesively implemented graphic identity (which retains the legacy color purple) and modern user interface changed the overall perception of PSFK, further contributing to a pleasing and effective user experience. By better showcasing PSFK’s extensive database and network, I enabled clients to search and utilize search results in a more dynamic and customized manner.

I also helped PSFK better define the purpose of the site, by making it clear exactly what PSFK does, especially to a potential client visiting the site for the first time. Through completely new wire frames and design sketches, as well as tweaks and adjustments to existing pages, we highlighted the depth of PSFK’s research, its methods for generating this research, and its extensive network and industry connections.

Building on the strategy and design work for the website, I also helped PSFK design their 2019 annual report, The Future of Retail.

Project

Type

For

1 Sea Change

Publication Design

Haverford University

2 Heartworm Reader Issue One

Publication Design

Heartworm Press

3 Fusio 4D

Art Direction and Design

Adidas

4 Slagerij DeSchuyt

Identity Design

Slagerij DeSchuyt

5 By Proxy

Publication Design

James Cohan Gallery

6 Carbon Social Club

Identity Design

Lauren GIfford

7 Watch Us Move

Art Direction & Design

Adidas

8 Memory Place Desire

Publication Design

Haverford University

9 Digital Anthropomorphism

Publication Design

Andre Gray

10 Louise Nevelson

Publication Design

Locks Gallery

11 Making: Your Life As An Artist

Publication Design

Andrew Simonet

12 TwoFiveSix

Website Design

TwoFiveSix

13 A Field Guide to Philadelphia's Public Art

Publication Design

City of Philadelphia

14 Elizabeth Atterbury

Publication Design

The Colby Museum

15 Good For One Fare

Publication & Installation Design

Self-Initiated

16 Strategic HR

Publication Design

Ed Krow

17 Ultraboost 19

Global Advertising Campaign

adidas

18 City as Protagonist

Publication Design

Self-Initiated

19 What We Want Is Here

Publication Design

Asian Arts Initiative

20 Killscreen

Website Design & Strategy

Killscreen

21 The World by Train

Publication Design

Self Initiated

22 Next City Aniversary

Editorial Design & Art Direction

Next City

23 An Inaccurate, Incomplete and Absolutely True History of the City of Philadelphia

Publication & Installation Design

Self-Initiated

24 Philagrafika 2010

Publication Design

Philagrafika

25 Michael Snow / Photo-Centric

Publication Design

Philadelphia Musuem Of Art

26 LoDown x Radical Cutup

Publication Design

LoDown Berlin

27 The Pool

Identity Design

The Pool

28 The World Stage

Exhibition Design

Next City

29 Depth of Surface

Publication Design

Philagrafika

30 Next City Magazine

Magazine Design

Next City

31 Akustikplatten

Identity Design

Julien Grefe

32 Heartworm Publications

Publication Design

Heartworm Press

33 Letting Go

Publication Design

Pew Center for Arts & Heritage

34 Steve Powers

Publication & Website Design

Steve Powers

35 The Stumbling Present

Publication Design

University of Santa Barbara

36 Swindle Magazine

Magazine Design

Roger Gastman & Shepard Fairey

37 Common Touch

Publication Design

Library Company of Philadelphia

38 Mural Arts @30

Publication Design

Mural Arts Program

39 City Limits Magazine

Magazine Design & Art Direction

City Limits

40 Fels Policy Research Initiative

Identity Design

University of Pennsylvania

41 Red Collective

Identity Design

Red Collective Real Estate Group

42 Haiku Song

Publication Design

Mural Arts Program

43 Room 21

Website & Identity Design

Barnes Foundation / Jace Clayton