Sales Marketing

e-mail: ***@***********.***

Online portfolio: http://www.tedrichards.net

SUMMARY

Interactive Creative Director, UI/UX Designer with over ten years experience developing and

designing Web based interactive commercial products, dynamic graphical user interfaces, user

experiences, information architecture, entertainment media systems, e commerce systems,

and online apps for the iPad / iPhone and Android mobile platforms.

PROFESSIONAL EXPERIENCE

tedrichards.net November 2001 March 2011

Consultant

Produce, design and direct Web sites, online applications, and mobile apps.

Currently consulting with Altera Corporation designing the UI/UX for an online logic device

product application and licensing system. New design development includes Balsamiq wire

framing, visual design, html/CSS mock ups and Web site UI implementation including .JSP,

CSS, JQuery and JavaScript components i.e. data grids, modal windows, tab navigation, etc.

Successfully completed a consulting contract with EMC2 designing the UI/UX for a new

cloud computing application EMC ONDEMAND. New design development includes Agile

project management, Balsamiq wire framing, visual design, html/CSS mock ups and

production templates.

tedrichards.net: Clients and projects include: ChannelNet: Worked as product development

consultant for new products and services, designing enterprise level Web site prototypes,

GUIs, information architecture and online application services utilizing the company s

ChannelNet/SiteBuilder XML/XSL based application platform. Successful projects include

Hunter Douglas Window Fashions, Volkswagen, La Z Boy, Ford Motor Company Dealer

Network. Client design services included conceptual designs and prototypes, information

architecture design, content management and guidelines for sales and marketing libraries

that included product photography, videos, and online .pdf marketing documents, online

advertising formats, and SEO strategies.

DNA Direct: Designed and developed prototype information architecture, content formats

and guidelines for DNA testing results and consumer medical information, and wire frame

designs for consumer genetic testing Web site.

AKiiRA Media Systems March 2008 March 2011

Senior UI/UX Designer

Directed and designed the online media products and apps for AKiiRA Media Systems.

Directed and designed the UI/UX design and development for all AKiiRA intelligent media

applications for Internet and mobile platforms including iPhone, Android and iPad.

Responsibilities included working with content providers to produce intelligent media

Ted Richards Resume, Page 2

applications for leading media networks and distributors including news and sports

networks, major national newspapers and media distribution providers.

UI/UX designs for Web and mobile include defining the information architecture, creating

conceptual designs, developing wireframes for new editorial products and concepts, and

strategies for usability, online marketing, and search engine optimization (SEO).

Designed and developed intelligent meta data interfaces for online advertising and

marketing systems (SiteCatalyst or Web Trends).

Bingo Visual Search: Designed a new visual search engine working prototype that could

search and accurately match videos to selected videos using a patented visual concept

detection method. Design included extensive usability studies for visual search methods and

display of visual meta data derived from a video, i.e. concepts, faces, closed captions, and

keywords. Authored video content guidelines and creative brief for visual search product.

Worked with visual search development group to develop user interface, content

management and database design to support key functions such as "More like this" and

visual concept searches, such as "Political Speech," "Natural Disaster," "Home Run."

Authored Visual Search Marketing Requirements document that identified target user

personas, and online marketing and SEO strategies for visual search.

iTwips: Designed a working news summarization prototype capable of summarizing

complete online newspapers such as the Washington Post, and New York Times. Design

efforts included developing a new index of "Stories/Topics" and the capability to follow the

story. Usability studies I conducted indicated a new design was required to simplify the

story/topic and follow interface. The revised design was created as "newZpad".

ZVUE Corp July, 2003 December 2007

Marketing and User Experience Designer

Produced, directed and designed e commerce, download video Web site and retail

merchandising for ZVUE Media Player.

Responsible for designing and directing licensed video download site, including the

information architecture, social networking, and video navigation. Worked with content

providers to define source video content guidelines. Web site design process included

usability analysis, wire frame concepts and tests, Web content design, CMS specifications,

and online marketing strategies. Developed a site metrics report using Web Trends to track

and evaluate video downloads and online ZVUE Media Player product support activity.

Also responsible for online sales and marketing support of the ZVUE Video Player, online

ZVUE product support, and online video content selection and production.

Directed, designed and produced all Wal Mart packaging and marketing collateral for ZVUE

Media Player and MP3 audio player products, including retail and Internet product

packaging, marketing communications, advertising, retail sales support, point of purchase

displays and in store merchandising. Retail product and packaging was accepted and

distributed nationally at Wal Mart stores.

Ted Richards Resume, Page 3

DNA Sciences/DNA.com July 2000 November 2001

Creative Director

Produced, designed and directed genetics information and DNA donor recruitment Web

site.

Assumed executive creative direction for the DNA.com start up operation; recruited and

managed a staff that successfully converted the Web site operations from contracted

consultants and service providers to a 100% in house operation.

Designed and developed the Gene Trust marketing and recruitment system featuring

targeted e mail lists, online advertising campaigns, website analysis and traffic metrics,

advertising placement on advocacy Web sites, family genetics information architecture, and

a sophisticated campaign recruitment reporting system developed with Web Trends.

DNA.com and the Gene Trust recruitment system complied with all Federal health and

privacy regulations and guidelines. DNA.com received an average of 45,000 unique visitors a

month and recruited over 12,000 Gene Trust registrants online who registered to donate

blood for genetic studies.

Authored and created usability tests and analysis for Gene Trust Recruitment sign up

process.

Developed and produced special syndicated family genetics content packages for WebMD,

Family Genetics Channel, Medscape, CBS Healthwatch, and Discovery Health.

audiohighway.com July 1996 July 2000

Creative Director, Web Designer

Produced, designed and directed Internet based rich media entertainment system and

applications.

Started and staffed Web development group that developed a digital audio and video

distribution system, supported by enterprise level databases, CMS, servers, applications

and interfaces to audio devices. Designed, specified, produced audio client application

(AudioWiz), audio content library, information architecture, and advertisement server and

tracking system.

Authored audio content guidelines and governance rules for proper formatting and display

of music and audio book content for copyright, publisher and author credits.

Inventor of patented dynamic, interstitial advertising technology for integrating

demographically matched ads with audio content.

Directed and produced audiohighway.com Web site, hosting over 6 million unique visitors

per month; developed products and promotional systems for major entertainment studios

and rich media content providers, such as Sony Music, Sony Pictures, Dreamworks,

Hollywood Records, Penguin Audiobooks, and Simon and Schuster audio books.

Ted Richards Resume, Page 4

SoftAd, Inc. (now ChannelNet) November 1994 June 1996

Creative Director, UI Designer

Designed, developed and produced custom Sales Force Automation prototypes and

integrated client server based Web sites within Microsoft Visual Basic environment.

Designed prototype Advertising Sales System for Knight Ridder newspapers, OEM and

Aftermarket Field Sales System for Allied Signal, Truck and Braking Division, and Agricultural

Sales System for AgrEvo agricultural chemicals and products.

Designed GUI interface and consumer automotive information architecture and taxonomy

for Dealer Sales Automation prototype (FocalPoint) for Ford Dealer National Network. In

addition developed content guidelines for consumer vehicle information including standard

features, options, operational specifications, and dimensions and capacities. Prototype was

successfully presented to Ford Marketing executives and contracted for a national Intranet

based implementation.

Worked as Creative Director and Web Producer on Ford Motor Company Web site, which

was voted Best Automotive Web Site by USA Today, 1996.

TestDrive Corporation January 1993 July 1994

Co Founder

Co founded TestDrive Corporation to produce the first "try before you buy" CD ROM

software sales catalog and electronic distribution system.

Designed and developed the TestDrive software catalog interface, information architecture,

and the interactive merchandising systems and devices. Designed and directed the usability

testing using recruited focus group participants guided by use cases. Results were analyzed,

and modifications made to the catalog interface.

Developed product packaging, direct response advertising, and all other marketing

communications materials for mass merchant retailers and distributors.

Co inventor of patented Try Before You Buy technology, allowing consumer software

products to be encrypted, metered for trial usage, and re enabled with unlock codes.

AdWare, Inc. October 1987 December 1993

Interactive Marketing Producer and Consultant

Founded AdWare, Inc. to provide interactive marketing development and design services

for consumer technology clients. Produced, designed and directed over forty computer

media based productions including, direct response demo disks, interactive marketing disks

and CD ROMs, consumer product kiosks and on demand manufacturing systems.

Managed the successful development, and co invented patented "try before you buy"

software product technology and interactive transaction authoring system

Client list included: Microsoft Corporation, Lotus Development, Apple Computer, Borland

International, Symantec Corporation, Ogilvy & Mather, Interactive Marketing Group, and

Forbes Magazine.

Ted Richards Resume, Page 5

PROFESSIONAL SKILLS

SOFTWARE and TOOLS

Skill Level

Software/Tool Basic Medium Expert

Adobe Creative Suite (Photoshop, Illustrator, Dreamweaver, X

Fireworks), HTML, HTML5, CSS, Balsamiq, justinmind

Adobe InDesign, Adobe Acrobat, Visio, PowerPoint, Word, X

Excel, Access

JavaScript, JQuery, Ext JS, AJAX, UI/UX Prototype (Axure, Flex) X

Linux, Apache, PHP, mySQL (L.A.M.P.), Microsoft Visual Basic, X

Visual Studio, VB Script, CMS

Windows 7, IIS 7.0, Active Server Pages (ASP), .NET (.ASPX), X

XML/XSL

Media Editing (AVS Video, VideoPad, Adobe Soundbooth, X

Adobe Flash)

PRODUCT DEVELOPMENT: Author product and marketing requirements, focus group

testing, usability studies and analysis, online marketing strategies, site and application

governance guidelines, and Quality Assurance test specifications and guidelines.

ONLINE MARKETING: Producer of online direct response marketing campaigns, develop site

usage analytics and reports, produce partner reporting and marketing systems, develop

online sales advertising and marketing tools.

SOFTWARE DEVELOPMENT: GUI design developer for interactive direct response

applications, business and productivity applications, editorial and educational content, and

entertainment products. Agile development environment and use cases. Database design,

content guidelines and specifications, and software requirements documentation.

UI/UX: Visual language design, information architecture design, taxonomy and information

classification, user experience, usability analysis, application process design, use case

development, wire frame prototypes, and icon design.

LITERARY: Copywriter for Web sites, direct response advertising, print advertising, on line

help; Interactive script and storyboard copywriter; Creative Writer, Web site content

editor, Story Teller, Humorist, and Cartoonist.

EDUCATION

San Francisco State University

Creative Writing, Philosophy, Anthropology, Industrial Design

d displayÂ

of music and audio book content for copyright, publisher and author credits.Â

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