Reimagining the way people find everyday services


I was contracted by Whittl to completely reimagine their user experience. Whittl is a Chicago-based online startup which helps people find the best services and businesses in their neighborhood using intelligent data.

This was done in tandem with a complete brand redesign (done by another great Chicago company, NelsonCash).


To gain an understanding of their current issues and painpoints, I conducted a heuristic evaluation of their web product, a competitive analysis and reviewed the product’s web analytics.

Using my initial analysis as a guidepost, I began user research and user needs analysis. I conducted a combination of one-on-one user interviews and card sorting sessions. I also conducted an online survey of over 240 people to supplement my in-person research.

I then snythesized my research findings and product goals into a list of product requirements for both their website redesign and an iOS app version.

Taking a lean approach, I concepted, wireframed and worked with their development team to prototype and rapidly test my designs.

Finally, I handled their inital UI design—applying their new brand guidelines and voice to this reimagined web and brand-new mobile experience.


I redesigned major aspects of their website, designed their iOS app from the ground up and implemented a content-based filtering recommender system.