DAN MAYER
dan@danmayer.com+49 176 71753312
www.danmayer.com

Portfolio

Substrate Developer Hub
C AT E G O R Y
Product & UX Design

The framework for creating the custom
purpose-built blockchains.
When I was brought in to lead design at Parity Technologies
in 2020, one of their core initiatives Substrate was in trouble.
Substrate is a framework that allows developers to create custom,
multi-purpose blockchains that will run on Polkadot, Parity's
decentralized protocol for the Web 3.0. While the technology
itself was successful, the developer experience was poor, withdocumentation, tooling and product marketing content existingin a state of extreme fragmentation. I was given cart blanche toimprove the expeirence, and spent eight months working with morethan a dozen stakeholers, overseeing a revamp of every aspect ofthe platform from branding, UX & UI, site architecture, supporting
tools, technical documentation, copywriting and ecosystemdevelopment. The result was a revamped cohesive experience that
debuted in September 2021, where a clearly-articulated productvision, technical bona-fides and community enthusiasm work
hand-in-hand.

CO M PA N Y
Parity Technologies

MY ROLE•

Product Design & Strategy•

Art Direction•Branding•

Stakeholder Management•

Site Architecture

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PRODUCT & UX

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PRODUCT & UX

Substrate Developer HubHighlights:•Site Architecture:
Merged existing content from across several
domains and added new content to createa coherent, unifed experience. Broughtmarketing and technical documentation
piecees together so that each supports theother.

•Brand Refresh:
Achieved a brand overhaul on the fly,defining an effective combination ofexisting look-and-feel with new brandvalues.

•Product Marketing:
Created new sections articulating the USPsof Substrate, the vision behind the project,
and Case Studies collected from teams
within the Substrate community. Together,
these new content peices answer the "WhySubstrate?" question in a way that had been
entirely lacking to date•

SVG/JSON animations:
Established a visual system of vector
animations to illustrate certain key
blockchain concepts, e.g. Interoperability,
flexibility, etc. Directed JSON/SVG
execution of these animations to produce ananimation system that reflects core Parityvalues: cutting-edge technology with aresponsible small energy footprint.

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PRODUCT & UX

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PRODUCT & UX

Fit Finder
C AT E G O RY
Product & UX Design

The world's leading size advisor forapparel and footwear, currently
delivering more than one billion monthly
recommendations.
Fit Finder is the flagship product of Fit Analytics, a machinelearning company that solves sizing for the world's largest appareland footwear brands. Fit Finder is directly integrated into theproduct pages of stores including Zara, ASOS, Tommy Hilfiger,
Calvin Klein, Adidas and Nike,. The product solicits information
about the shopper's body measurements, weight distribution,
personal preferences and reference items. This information is thencompared to the inputs of millions of other users, to determine thesize that was most often purchased and not returned by similar
shoppers.

C O M PA N Y
Fit Analytics
MY ROLE

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Product Direction & Strategy•

Ideation & Prototyping•

User Testing•

UX Design•

Validation•

Product Management•

Sales & Marketing Support

PRODUCT & UXPRODUCT & UX

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Fit Finder
Input Screens

Product Suggestions

UX Highlights:•Comprehensive:
Distinct user journeys for differentcategories (tops, pants. shoes), different
genders and different age groups (adults,children).

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Cross-platform:
Optimized for desktop, mobile and nativeapp. Small-screen versions perform atparity with desktop version in terms ofengagement and completion rate.

•Nuanced:
Anatomically-accurate body shape
images that capture the user's weight
distribution and assign them to one of 72
possible body types•

User-centric:
Completion rate above 95% for sensitive
questions such as Age and Bra Size, due
to extensive user research and variant
testing.

•Transparent:
Size recommendations are delivered toshoppers in the same terms that they
are calculated, with percentage-based
calculations derived from similar shoppers.
This "social proof " approach converts
shoppers at a higher rate than moredeterministic methods.

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PRODUCT & UXPRODUCT & UX

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Fit Finder
ASOS customization

Customizations for Zara (above) and Uniqlo (below)

Results:•Proven impact:
Fit Finder consistently demonstrates uplift
in conversion and returns reduction in A/Btests.

•Growth:User-base has grown one-thousand-foldsince 2014. Fit Analytics now works withmore than 150 stores in 6 continents. FitAnalytics has been profitable since 2015.

•Superior User Experience:
UX frequently cited by clients as key
differentiator between Fit Analytics
and competitors. One prospective client
recently evaluated Fit Finder against theleading competing solution and reported
that 27 of 30 testers preferred Fit Finderfor its user experience.

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PRODUCT & UXPRODUCT & UX

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Fit Analytics Branding
C AT E G O RY
Branding and StrategyLogo

Product Lines

While leading productdesign, I've also been
responsible for defining thecompany's visual identity.
In 2015, when the company changed its namefrom UPcload to Fit Analytics, I directed
a complete rebranding. In 2017, I led arepositioning of the company, as we expanded
our product portfolio from a single product tofour product lines. This repositioning included
a complete redesign of the company website
and marketing materials, as well as a thoroughaudit of our communication style and how
we present ourselves within the competitive
landscape.

C O M PA N YFit Analytics

INTEGRATIONMY ROLE•

Creative Direction•

Branding•

Market Strategy•Website design

Note:
I did not create the logos or illustrations
shown on this page, but rather hired anddirected the designers who created them.

Feature Branding
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BRANDING & STRATEGY

BRANDING & STRATEGY05

Web Site

Brand Guidelines

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User enters data
in Fit Finder

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USER DATA

User data ismatched to sales &returns records

Data is divided
into training &validation sets

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4

Training set is used
to make newmodels

TRAINING SET

MATCHED DATAVALIDATION SET
57

Fit Analytics
invokes model torecommend size
to user

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Only thebest-performingmodels enter
production

Validation set used
to quality control
new models

DATA PLATFORM

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BRANDING & STRATEGY

BRANDING & STRATEGY

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Hopwatch
C AT E G O RY
Product and UX Design

A platform for video annotation that I
co-founded and designed. Recipient of a2015 Google DNI grant.
Video is the one digital media format that resists summarization.
Video content can' t be readily parsed, indexed, or skimmed. Thereis essentially no way of determining whether a video will be worth
watching to you short of actually watching it. With these problems
in mind, I worked with a partner to create Hopwatch, a platformthat allows editors to annotate video content. The project
received a grant from the Google Digital News Initiative in 2015,
through which we were able to optimize performance and improvethe user experience. .

C O M PA N Y
Self-directed project
MY ROLE07•Product Direction & Strategy•

Ideation & Prototyping•

User Testing•

UX Design

PRODUCT & UXPRODUCT & UX

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Footnotes and social sharing of annotations

Full-screen overlay modeLogo

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PRODUCT & UXPRODUCT & UX

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DiffbotC AT E G O RYProduct and UX Design

A developer of computer visionalgorithms and public APIs forextracting data from web pages. I led
their user experience design from 2012
to 2016.
Diffbot is a developer of machine learning and computer visionalgorithms and public APIs for extracting data from web pages
and web scraping. As a contractor, I worked directly with their
Head of Product to create their public-facing website and brandidentity. I also defined the user interface around their Developer
Tools, which were highly technical in nature and required a detailed
understanding of the user stories behind them.

C O M PA N Y
Diffbot
MY ROLE09•Branding•Website Design•UX Design

PRODUCT & UXPRODUCT & UX09

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PRODUCT & UXPRODUCT & UX

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YoDerm / Apostrophe
C AT E G O RY
Branding & UX Design

Initial site launch, 2012. A bit dated, but held the fort until 2018.

As a founding investor,
I designed their initial
product and have acted in
an advisory role as they'vegrown into a leading positionin the on-line dermatology
market.
YoDerm was one of the first companies totreat acne via on-line consultation with aphysician. I partnered with three colleagues
to build their initial on-line consultation
platform in exchange for an equity stake inthe company. The initial designs from 2012
look a bit dated today, but established a solid
design architecture and relatable peer-to-peeraesthetic that allowed the company to growuntil 2018 with essentially the same website.
In 2018, YoDerm successfully raised 35 million
dollars in equity and rebranded as Apostrophe.

C O M PA N Y
YoDerm (now Apostrophe)
MY ROLE11•

UX Design•

Branding•

Founding Investor•

Advisor

BRANDING & UXBRANDING & UX

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Rebranded as Apostrophe in 2018. I consulted a bit on the redesign, which was done by Character.co.

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BRANDING & UX

BRANDING & UX

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Twisted Spoon Press

Book covers for Central European novels.
Book cover design is one of my favorite hobby projects. Since 2009, I have been working with Twisted Spoon
Press, a publisher based in Prague who prints significant works by Central European authors in English

C AT E G O RY

translation. See more examples of my book cover design work at www.danmayer.com.

Book Cover Design

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BOOK COVERSBOOK COVERS13Hitchhiker
C AT E G O RY
Game DesignIndie game production I'vewritten and co-created,
As a side project, I've written the script for agame called Hitchhiker and also served as coCreative Director on the project. We produced
a prototype for the game in 2018 that won
the award for Best Story at Game Connect,
garnered significant positive press and led
to a publishing deal to develop a full-length
version of the game. The full production will
be released in spring 2020 on Apple Arcade,Steam, PlayStation 4, XBox One, and NintendoSwitch.

C O M PA N Y
Mad About PandasMY ROLE•Writer•

Co-Creative Director

Note:
I did not create any of the visual images
on this page. I provided creative direction
and worked with the Art Director to define
the game's visual aesthetic.

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GAME DESIGNGAME DESIGN

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More screenshots from Hitchhiker.

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GAME DESIGNGAME DESIGN

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CTP Yearbook & Identity
C AT E G O RY
Identity & Editorial Design

360-page publication andlogo redesign for the Czech
Republic's largest industrial
developer.
While working as an Art Director for Dept. ofDesign in Prague, I created a Yearbook for theCzech Republic's largest industrial developer,
CTP. The project grew in scope from 82 to360 pages and included a redesign of thecompany's logo. I led a sweeping productionthat included photographers, illustrators,
technical artists and writers to complete theproject.

C O M PA N Y
CTP (Agency: Dept. of Design)
MY ROLE16•

Art Director•

Editorial Designer

EDITORIAL & BRANDINGEDITORIAL & BRANDING

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CTP Yearbook spreads

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EDITORIAL & BRANDINGEDITORIAL & BRANDING

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Thanks!
I'm Dan, a designer originally hailing from the US but
self-exiled to Europe since 2006. In addition to thework shown above, I've also taught graphic design
theory and history, written articles about design topics,
and worked as an art director for studios and agencies
in Prague, Berlin, and San Francisco. Please drop me aline if you'd like to discuss anything at all!

DAN MAYER
dan@danmayer.com+49 176 71753312
www.danmayer.com