Web Design
Dreamers Magazine, An Apple Retail Publication
Led the creative direction at Apple Retail to highlight team members and celebrate diversity through storytelling.
Year :
2026
Role :
Creative Director
Client :
Apple
Project Duration :
Every 4 Weeks
CONTEXT
Building a community within Apple Retail
To strengthen community and build meaningful relationships across the Apple team in American Dream , I initiated and led Dreamers, our first internal magazine. As Creative Director, I used visual storytelling to celebrate team members and bring Apple’s belief to life.
INITIATING THE PROJECT
Attracting top talent
I knew this project had the potential to make a meaningful impact, but it would take more than one perspective to bring it to life.
The strongest projects are built through collaboration and diverse viewpoints, so I assembled a team from the professional relationships I had developed at the Apple Store. I sought out colleagues who were passionate about Apple’s values, invested in strengthening team morale, and eager to learn and contribute. By bringing together people with different strengths and perspectives, I collaborated closely with…
People Manager
He began his career at apple, was passionate about the sucess of our team and people
Creative
Brought a passion for journalism and strong communication skills
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
RETROSPECTIVE
Key Takeaways
What Went Well: Qualitative Research helped uncover and refine assumptions.
What I Would Do Differently: Loop in stakeholders earlier. Their familiarity with the customer journey would have challenged my initial assumptions sooner and saved significant time in the research phase.
Key Takeaways: Letting research lead over assumptions keeps the project simpler and impactful.
Figma Links
More Projects
New release
Preview
Web Design
Dreamers Magazine, An Apple Retail Publication
Led the creative direction at Apple Retail to highlight team members and celebrate diversity through storytelling.
Year :
2026
Role :
Creative Director
Client :
Apple
Project Duration :
Every 4 Weeks
CONTEXT
Building a community within Apple Retail
To strengthen community and build meaningful relationships across the Apple team in American Dream , I initiated and led Dreamers, our first internal magazine. As Creative Director, I used visual storytelling to celebrate team members and bring Apple’s belief to life.
INITIATING THE PROJECT
Attracting top talent
I knew this project had the potential to make a meaningful impact, but it would take more than one perspective to bring it to life.
The strongest projects are built through collaboration and diverse viewpoints, so I assembled a team from the professional relationships I had developed at the Apple Store. I sought out colleagues who were passionate about Apple’s values, invested in strengthening team morale, and eager to learn and contribute. By bringing together people with different strengths and perspectives, I collaborated closely with…
People Manager
He began his career at apple, was passionate about the sucess of our team and people
Creative
Brought a passion for journalism and strong communication skills
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
RETROSPECTIVE
Key Takeaways
What Went Well: Qualitative Research helped uncover and refine assumptions.
What I Would Do Differently: Loop in stakeholders earlier. Their familiarity with the customer journey would have challenged my initial assumptions sooner and saved significant time in the research phase.
Key Takeaways: Letting research lead over assumptions keeps the project simpler and impactful.
Figma Links
More Projects
New release
Preview
Web Design
Dreamers Magazine, An Apple Retail Publication
Led the creative direction at Apple Retail to highlight team members and celebrate diversity through storytelling.
Year :
2026
Role :
Creative Director
Client :
Apple
Project Duration :
Every 4 Weeks
CONTEXT
Building a community within Apple Retail
To strengthen community and build meaningful relationships across the Apple team in American Dream , I initiated and led Dreamers, our first internal magazine. As Creative Director, I used visual storytelling to celebrate team members and bring Apple’s belief to life.
INITIATING THE PROJECT
Attracting top talent
I knew this project had the potential to make a meaningful impact, but it would take more than one perspective to bring it to life.
The strongest projects are built through collaboration and diverse viewpoints, so I assembled a team from the professional relationships I had developed at the Apple Store. I sought out colleagues who were passionate about Apple’s values, invested in strengthening team morale, and eager to learn and contribute. By bringing together people with different strengths and perspectives, I collaborated closely with…
People Manager
He began his career at apple, was passionate about the sucess of our team and people
Creative
Brought a passion for journalism and strong communication skills
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
GROWING PAINS
Situational Adaptability
Strategic Focus
The current system is complicated because it's split between old-school paperwork from a physical location, and online website. Because the user journey was complex, I focused my research on the direct user experience, using qualitative interviews to identify pain points.
Current User Journey
Online Application → Approval → In-Person ID Card Pickup → Park Access
(Users have to apply online, then head to a physical location.)
Research Insights
Access Feels Like a Responsibility
Users find physical cards and PINs inconvenient, often losing them or forgetting PINs, which causes frustration.
Dog Parents Feel Unsafe
Owners of reactive dogs feel unsafe because they dont have clear information about crowd spikes, so they avoid certain Monroe County dog parks or specific times.
Informal Networks
There is a strong dog park community, but key information (events, maintenance, aggressive dog alerts) stays within word-of-mouth, making the park less accessible to newcomers.
Refined User Journey
Interviews shifted the focus of the app, the real pain points weren't the application, but informal communication, safety concerns, and the complex ID cards to access the parks.
Therefore the existing journey stayed intact, but the app's focus moved to supporting users based on their pain points.
Summary
My ability to adapt was important because it revealed the real problem went the set up process of getting approved to access the dog parks but it instead was focused on 3 pain points: safety, communication, and convenience. I demonstrated situational adaptability because I shifted my focus accordingly.
Optimizing Work Processes
Intentional User Testing from Lo-Fi to Hi-Fi
To optimize the design process, I used A/B testing to make measurable decisions between two versions of the profile page.
Outcome
A/B testing was the idea work process because it embedded a feedback loop, which turned design decisions measurable.
Since the design decisions became measurable it was easy to spot what worked, made the workflow simpler.
RETROSPECTIVE
Key Takeaways
What Went Well: Qualitative Research helped uncover and refine assumptions.
What I Would Do Differently: Loop in stakeholders earlier. Their familiarity with the customer journey would have challenged my initial assumptions sooner and saved significant time in the research phase.
Key Takeaways: Letting research lead over assumptions keeps the project simpler and impactful.
Figma Links
More Projects
New release
Preview