Front, an annual conference for product managers and UX designers, needed a fresh theme to better capture their vision. The brand’s previous look and feel didn’t resonate with the specific group of professionals who attended, and it was time to make a change.
We first worked to understand the audience, namely the product managers who, from initial concept to product shipment, act as the connective tissue for design projects. What could best represent such critical points of convergence?
We played around with the idea of a physical roadmap, the type everyone used to carry everywhere to get anywhere before smartphones ruled the world. Then we considered building blocks, which seemed like a better fit. This concept showed how the UX designers and product managers work together, and how their roles build on top of each other throughout the life of a product.