Creativity as craft and strategy

I was the Founding Designer for Loop :45, a short-form video communications startup, and was responsible for the end-to-end design vision—from MVP to invite-only launch.

From branding, product (mobile and desktop), marketing collateral, investor materials and presentations, I led designs and shaped how Loop :45 would look, feel, and flow for early adopters.
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The Challenge

Design a video-first platform that was playful, professional and trustworthy as a brand, simple and intuitive to record and share videos and make it scalable across mobile and desktop and marketing channels.
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Process and Highlights

Key insights from research and discovery

Users valued speed and ease-of use— frictionless recording and sending.
45 seconds felt like the “sweet spot” between text-length brevity and call-level richness.
Users appreciated help and guidance throughout the experience.

Bo Tsang DiMatteo Design Loop :45 UX Research Discovery and Testing

Building the Brand’s Foundation

The brand had to communicate motion, brevity, and connection

Logo design emphasized circular loops and time markers, tying back to the 45-second constraint.
Color palette balanced with sleek and modern stark black and white colors with bright hits of bold reds - a balance of energy and clarity.
Typography chosen for modern legibility at both large (video titles) and small (UI controls) scales.

Bo Tsang DiMatteo Design Loop :45 Animation

Bo Tsang DiMatteo Design Loop :45 :45 ppt slide about team

UX, Product + Marketing Design

Streamlining the mobile app’s core experiences

Bo Tsang DiMatteo Design Loop :45 Cornerstone — _{Making our cornerstone, the :45, a smooth and easy process when recording a video and adding high-value attachments.}

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Bo Tsang DiMatteo Design Loop :45 :45 app flow — _{Make it easy to record a video, add attachments, share it with people, watch other videos and view how people engaged with content and their organization.}

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Bo Tsang DiMatteo Design Loop :45 mobile web app states — _{Mirror the same video viewing experience for non-app users on Desktop and Mobile Web}

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Boost business leaders’ adoption

Bo Tsang DiMatteo Design Loop :45 Admin Dashboard — _{Tools and data analytics to invite and manage their organization.}

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_{Wireframes and user flows to provide tools to empower Admins to engage and create content on the mobile app.}

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Innovate on ways to boost Creator engagement

Bo Tsang DiMatteo Design Loop :45 Mobile app — _{Overview of main Mobile App components and states to make creating scripts easier, give more confidence while recording and share with an audience.}

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Bo Tsang DiMatteo Design Loop :45 Hi-fidelity prototype of home on mobile app — _{Redesign home screen experience to make it more dynamic and direct creators to finish tasks and create more videos.
‍}_{View Hi-fidelity prototypes}

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Spread brand awareness from every touch point

Bo Tsang DiMatteo Design Loop :45 Marketing Website Site Map — _{Site map to simplify path from brand awareness to convert users to sign up.}

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Bo Tsang DiMatteo Design Loop :45 Marketing Website — _{Marketing website}

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Bo Tsang DiMatteo Design Loop :45 App Store front — _{Dynamic App and Google Play presence to download the Loop :45 app.}

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Key Takeaways and Outcomes

Drove better alignment and collaboration between CEO and cross-functional teams and more focus on strategy to design a 0-1 platform in an agile environment.
Sped up trying new ideas and experimenting with new features from sketches, wireframing, prototying, hi-fidelity designs to releases.
Owned marketing design across web, mobile, and investor materials to drive recruitment, customer acquisition, engagement, and to help secure $8MM in seed funding from angel investors.
Evolve short-form video business communications startup from stealth mode to growth stage by defining go-to-market strategy, refining target customer and product positioning, and leading marketing website, brand campaigns, and social media.

TOOLS

Adobe Creative Suite (Photoshop, Illustrator and Express), Axure, Figma, Webflow, After Effects, Lottie Animations, Miro, Whimiscal, Linear, Notion, Google Slides, Powerpoint

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Loop :45