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Challenge: iFuse was an online magazine targeting Generation Y. The company aggregated and produced content for four separate sections, each based on a different interest: underground music, board sports, acting, and pop culture. I was hired by the Creative Director to help give the separate sections distinct identities and to help architect the interface that would be shared throughout the sections. The interface had to be expandable and eye catching, while being simple enough to easily and intuitively grasp, as our target audience is notorious for its short attention span. Solution: We devised an all-Flash interface that revolved around a series of collapsable information modules, one holding navigation, one holding copy, a third holding small flash movies, etc. This allowed for almost infinite expansion while maintaining the same framework of information architecture. Each separate section was updated on a daily basis with new content and animations. The site also garnered a great deal of recognition for the inter-departmental work between the Creative Group and the Technology group. Each Flash page was composed dynamically, based on requests that Generator delivered to Vignette Story Server, which in turn retrieved information from the content databases. In addition, we developed original, Flash-based advertising for our advertising partners: Nike, Evian, Red Bull, Altoids, and Rolling Stone.
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