Led branding and identified multi-person recommendations as a strategic differentiator, resulting in a patent and company acquisition by OpenTable.

Led branding and identified multi-person recommendations as a strategic differentiator, resulting in a patent and company acquisition by OpenTable.

Ness Computing was a restaurant search and recommendations engine that used advanced machine learning and AI technology. However, the initial branding and various parts of the app didn't represent the vision of what wanted to achieve.

Starting point

When I arrived as the 2nd product designer on the design team, the company and flagship product was called Trumpet. However, the idea of a trumpet blasting music didn't match our goal to be a smart search and recommendatons engine.

Ness Computing was a restaurant search and recommendations engine that used advanced machine learning and AI technology. However, the initial branding and various parts of the app didn't represent the vision of what wanted to achieve.

Starting point

When I arrived as the 2nd product designer on the design team, the company and flagship product was called Trumpet. However, the idea of a trumpet blasting music didn't match our goal to be a smart search and recommendatons engine.

Branding

Before we launched our restaurant search and recommendations engine to the public, we wanted to make sure we put our best foot forward. I served as the startup's Head of Branding, and we hired a global branding agency called Moving Brands (which I now head engagement and business development at!) to work with our internal team to determine what our new brand should be.

The effort involved around 12 people on the agency side, and 3 product designers on the startup side. We went through a comprehensive branding exercise over the span of 2 months.

We selected the brand name Ness, which is inspired by the suffix "-ness". Words like deliciousness, goodness, and kindness showed that the suffix "-ness" takes on the property of the word attached to it. Further, Ness as a personalized search and recommendations engine would take on the properties of whichever user used the service. The geometric heart shape was inspired by the combination of advanced technology and love, and also had the exact dimensions of a paper origami heart I used to fold from an 8.5"x11" piece of paper in elementary school. The wordmark and typeface represented the precision of our technology.

Branding

Before we launched our restaurant search and recommendations engine to the public, we wanted to make sure we put our best foot forward. I served as the startup's Head of Branding, and we hired a global branding agency called Moving Brands (which I now head engagement and business development at!) to work with our internal team to determine what our new brand should be.

The effort involved around 12 people on the agency side, and 3 product designers on the startup side. We went through a comprehensive branding exercise over the span of 2 months.

We selected the brand name Ness, which is inspired by the suffix "-ness". Words like deliciousness, goodness, and kindness showed that the suffix "-ness" takes on the property of the word attached to it. Further, Ness as a personalized search and recommendations engine would take on the properties of whichever user used the service. The geometric heart shape was inspired by the combination of advanced technology and love, and also had the exact dimensions of a paper origami heart I used to fold from an 8.5"x11" piece of paper in elementary school. The wordmark and typeface represented the precision of our technology.

Watch the Ness branding showreel here

Ness branding showreel

User Profile

Ness' User Profile began as a low-utility feature that only showed a list of a user's restaurant ratings, and their followers and following list. Secondarily, Ness had ambitions to grow its userbase, but there was no inherently social mechanism built into the app that delivered value for users.

User Profile

Ness' User Profile began as a low-utility feature that only showed a list of a user's restaurant ratings, and their followers and following list. Secondarily, Ness had ambitions to grow its userbase, but there was no inherently social mechanism built into the app that delivered value for users.

Redesigning the User Profile

I conducted user research, did design reviews with the engineering and design teams, and served as a product manager because we didn't have any product managers at Ness. Here are some of the many sketches I made, to explore the interaction design.

Redesigning the User Profile

I conducted user research, did design reviews with the engineering and design teams, and served as a product manager because we didn't have any product managers at Ness. Here are some of the many sketches I made, to explore the interaction design.

Solution

The user profile provided clear, actionable info that was tailored to each user and presented in infographics style. Further, users could see their friends' restaurant tastes, too.

Solution

The user profile provided clear, actionable info that was tailored to each user and presented in infographics style. Further, users could see their friends' restaurant tastes, too.

View my interactive prototype here

View my interactive prototype here

Company differentiator

Through user research, I uncovered that users would go head over heels for Ness if they could get restaurant recommendations for multiple friends. I delivered this by designing "Restaurants You Both Might Like", which compelled users to invite their friends to Ness so they could figure out where to dine together.

Company differentiator

Through user research, I uncovered that users would go head over heels for Ness if they could get restaurant recommendations for multiple friends. I delivered this by designing "Restaurants You Both Might Like", which compelled users to invite their friends to Ness so they could figure out where to dine together.

Impact

The new User Profile helped drive 150,000 downloads, increased new users by 2%, and helped Ness win Apple's Best of App Store 2012 award. The social recommendations feature was granted a patent.

Startup acquisition

Ness Computing was acquired by OpenTable (now part of Booking Holdings) for $17.3m.

Impact

The new User Profile helped drive 150,000 downloads, increased new users by 2%, and helped Ness win Apple's Best of App Store 2012 award. The social recommendations feature was granted a patent.

Startup Acquisition

Ness Computing was acquired by OpenTable (now part of Booking Holdings) for $17.3m.

App downloads

App downloads

New users

New users

Best of App Store

Best of App Store

Acquired by OpenTable

Acquired by OpenTable