https://portfolio.capellaro.com will capellaro Sun, 07 Aug 2022 19:51:03 +0000 https://portfolio.capellaro.com en https://portfolio.capellaro.com/book-portfolio Mon, 30 Mar 2020 23:57:03 +0000 will capellaro https://portfolio.capellaro.com/book-portfolio Book&nbsp;︎ Portfolio <img width="360" height="457" width_o="360" height_o="457" data-src="https://freight.cargo.site/t/original/i/008513ee8548a221d3d728f29bb85df83522fb3ecd4d129e79a55ea58fe94d11/1584854502.jpg" data-mid="65139146" border="0" src="https://freight.cargo.site/w/360/i/008513ee8548a221d3d728f29bb85df83522fb3ecd4d129e79a55ea58fe94d11/1584854502.jpg" /> <img width="360" height="460" width_o="360" height_o="460" data-src="https://freight.cargo.site/t/original/i/6ca7f250b075075d24b368766f34d47b86dade15855dfe6d7a803e727c742f39/1584855916.jpg" data-mid="65139147" border="0" src="https://freight.cargo.site/w/360/i/6ca7f250b075075d24b368766f34d47b86dade15855dfe6d7a803e727c742f39/1584855916.jpg" /> <img width="360" height="509" 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data-src="https://freight.cargo.site/t/original/i/07ac98dd21f0860b3d46598fba78174281f7bba168f62fd1632828a0839aa451/1584855355_2.jpg" data-mid="65139221" border="0" src="https://freight.cargo.site/w/360/i/07ac98dd21f0860b3d46598fba78174281f7bba168f62fd1632828a0839aa451/1584855355_2.jpg" /> <img width="709" height="414" width_o="709" height_o="414" data-src="https://freight.cargo.site/t/original/i/7b5c6a7ec9ea2acb0b8125a94b8107fd057e3bf9bb471cc931ea8849996c2c0f/Screen-shot-2011-08-25-at-7.50.10-PM.png" data-mid="65141279" border="0" src="https://freight.cargo.site/w/709/i/7b5c6a7ec9ea2acb0b8125a94b8107fd057e3bf9bb471cc931ea8849996c2c0f/Screen-shot-2011-08-25-at-7.50.10-PM.png" /> <img width="2645" height="1577" width_o="2645" height_o="1577" data-src="https://freight.cargo.site/t/original/i/58a857f157dcfe65096e902c4d77b226ea0b2bd30efde65ff643ee4f0ab7f1a8/interiorMolly.jpg" data-mid="65140168" border="0" src="https://freight.cargo.site/w/1000/i/58a857f157dcfe65096e902c4d77b226ea0b2bd30efde65ff643ee4f0ab7f1a8/interiorMolly.jpg" /><img width="2529" height="1608" width_o="2529" height_o="1608" data-src="https://freight.cargo.site/t/original/i/1a666b891a04b45772960ed567ddeb591c8e12cb14a43329a461fb7fcc78ecfe/All_covers_Shortstories.jpg" data-mid="65140192" border="0" src="https://freight.cargo.site/w/1000/i/1a666b891a04b45772960ed567ddeb591c8e12cb14a43329a461fb7fcc78ecfe/All_covers_Shortstories.jpg" /> <img width="1885" height="1071" width_o="1885" height_o="1071" data-src="https://freight.cargo.site/t/original/i/eef5a0f5bced9c899e4cd7d3e024a50f766069a449bcdd1aa96408f33d985a37/World-book-group_covers.jpg" data-mid="65140281" border="0" src="https://freight.cargo.site/w/1000/i/eef5a0f5bced9c899e4cd7d3e024a50f766069a449bcdd1aa96408f33d985a37/World-book-group_covers.jpg" /> <img width="844" height="600" width_o="844" height_o="600" data-src="https://freight.cargo.site/t/original/i/571338d7d7c433a5c983e54663865a3c97108e0d2d1cb6344cee5147fe9709aa/allcovers.jpg" data-mid="65141247" border="0" src="https://freight.cargo.site/w/844/i/571338d7d7c433a5c983e54663865a3c97108e0d2d1cb6344cee5147fe9709aa/allcovers.jpg" /> <img width="2505" height="1386" width_o="2505" height_o="1386" data-src="https://freight.cargo.site/t/original/i/0c27c2a196fc74af19e2bbd9c7e921436cf74a7a1cb11b59cbf71bc6af04a00f/World-book-group3.jpg" data-mid="65140229" border="0" src="https://freight.cargo.site/w/1000/i/0c27c2a196fc74af19e2bbd9c7e921436cf74a7a1cb11b59cbf71bc6af04a00f/World-book-group3.jpg" /><img width="1934" height="868" width_o="1934" height_o="868" data-src="https://freight.cargo.site/t/original/i/511ebf75adbb2345cb61438c155eefa8e2f32f287c78e61e87c996bdc4ab7757/BittySpreads1-white.jpg" data-mid="65141019" border="0" src="https://freight.cargo.site/w/1000/i/511ebf75adbb2345cb61438c155eefa8e2f32f287c78e61e87c996bdc4ab7757/BittySpreads1-white.jpg" /> https://portfolio.capellaro.com/Letter-to-IDEO-2022 Sun, 07 Aug 2022 17:03:08 +0000 will capellaro https://portfolio.capellaro.com/Letter-to-IDEO-2022 A letter to the IDEO Play Lab Consider the content on the following pages a playful-but-serious application for the stirring role of Toy Inventor. There’s a lot of content ahead, so before you read further, listen to the elevator pitch: 20 years of product design experience, 5 of them in children’s products. However, it’s complicated—those toy years were the first chapter of my career, not the most recent. I don’t have the fullest of toy portfolios, and I’m not a hero designer with a portfolio of things I’ve done by myself. Last qualifier: I’m a big, big idea person who sketches wildly and crudely. It’s worked for me and a lot of companies, but looks weird on paper. The content that follows tries to paint that bigger picture with a bit more context. Maybe this connects with what the Play Lab is seeking. Some videos adjoin the content. They are imperfect, early takes of content I’ll be using in my campaign to explore a return to a role centered on play. Like me, they’re rough and ready. Thanks for your attention; I would greatly appreciate any feedback, positive or negative. -Will Capellaro, 9 August 2022 PS: Also, please feel free to snoop on another job application for a role at 🧱 LEGO Group. PPS: Bonus question response here. Here begins my all-purpose play industry application content, starting with: I Have Actual Toy Industry Experience READ ON&nbsp; ►&nbsp; Also:&nbsp;General Portfolio | Book Portfolio |&nbsp;Resume | Email | Phone Also check out my LEGO Mocs and my pilot LEGO App, Brainbricker https://portfolio.capellaro.com/Toy-Act-I Sun, 07 Aug 2022 18:52:55 +0000 will capellaro https://portfolio.capellaro.com/Toy-Act-I Why I’m Getting Back Into the Dopamine Department | Act I Let’s Start with... I Have Actual Toy Industry Experience I’m sure it’s not rare in your applications you’re reviewing, but I feel ever so lucky to have had this experience. Matchbox books, one of my first projects in product design. I designed packaging, vehicle deco, art directed a stable of illustrators, and conducted field research at work sites to support them.<img width="549" height="439" width_o="549" height_o="439" data-src="https://freight.cargo.site/t/original/i/e71ba63a3549a45c9586ca27938d0ac83718dc14ba048fdbff098a87fecd86da/matchbox-.jpg" data-mid="149832107" border="0" src="https://freight.cargo.site/w/549/i/e71ba63a3549a45c9586ca27938d0ac83718dc14ba048fdbff098a87fecd86da/matchbox-.jpg" /> I spent the formative years of my career in toy, book, and game design at 🔴 Mattel. Very early on I was extremely fortunate to design stewardship of several brands. It was a risky move, but it paid off. In my years in that role, I shipped literally tons of successful products, including new lines for American Girl, Matchbox, and other Mattel brands. Success mostly outweighted the failures. Meanwhile, the brands and I learned a lot from both scenarios.The best way to see and understand the types of products I worked on at Mattel is this short video I recorded: My title was 🎨 Art Director, not designer, because my home turf was historical product at American Girl, but I also worked with Matchbox (quite successfully) and other Mattel acquisitions. But art direction also made sense for my personal strengths: I was able to serve as a connector atom in the creative molecule. I thrived on having head space to think and be observant, and to think like a kid (and often a girl kid). In terms of contribution, I was able to work at the idea level, then hand off sketches to talented designers, illustrators, photographers, or other talent, and then curate the products of their work into a coherent whole. Meanwhile, I had plenty of opportunities to be a hands-on designer. I remain a skilled visual and packaging designer, with a passion for 2d and 3d sketching and prototyping.&nbsp; There are many highlights, but one that felt amazing at the time was launching the 🚒 Matchbox Books brand. We found a powerful synergy by packaging a book accompaniment to the traditional matchbox car. Toys Я Us could not keep them stocked. What the project afforded me was a chance to develop a brand on my own, from conceptualization, developing a visual language, inventive packaging design, vehicle deco, as well as field research at work sites where real trucks were in use. As I grew there, I was increasingly invited to join for corporate introspection projects, such as redesigning or refreshing evergreen properties, or exploring solutions to our brands’ blind spots. From beginning to end, it was a rewarding first act. When I think that at one time I had an expense account for toy shopping, there are times I wonder why I ever left. But then I consider the subsequent 15+ years of my career, where I’ve managed to “find the fun” in many other realms of product development. I can speak to why I did leave, but that’s a story for another time.This chapter almost didn’t happen, if I hadn’t 💥 crashed my car on the way to my portfolio show. And that’s another story. Otherwise, keep going to The Rest of My Design Career is Interesting Too CONTINUE READING&nbsp; ►&nbsp; Also: General Portfolio | Book Portfolio | Resume | Email | PhoneAlso check out my LEGO Mocs and my pilot LEGO App, Brainbricker https://portfolio.capellaro.com/Toy-Act-III Sun, 07 Aug 2022 19:51:03 +0000 will capellaro https://portfolio.capellaro.com/Toy-Act-III Why I’m Getting Back Into the Dopamine Department | Act III Let’s Start with... So Can We Save the World Already?The future isn’t written yet, but I’m trying to shape my own story to be one of deeper, more responsible service. I’m driven to return to the entertainment industry because of my general talent at designing for play. I want to do what I’m particularly talented at: wild ideation and sensitivity to human opportunities. One last video, one showcasing personal projects that show how my mind approaches designed objects, and how I leverage my play instinct. If you made it this far, you’re amazing! If you’re interested in continuing the conversation, get in touch! I am happy to voiceover anything, or pull out samples. 👋🏼 SAY HI &nbsp;&nbsp; Also: General Portfolio | Book Portfolio | Resume | Email | PhoneAlso check out my LEGO Mocs and my pilot LEGO App, Brainbricker https://portfolio.capellaro.com/Toy-Act-II Sun, 07 Aug 2022 19:30:02 +0000 will capellaro https://portfolio.capellaro.com/Toy-Act-II Why I’m Getting Back Into the Dopamine Department | Act II Let’s Start with... The Rest of My Career is Interesting TooAt times there has been greener grass on the other side of the fence, but I’ve gotten a lot from making the most of my situation. After Mattel I spent a few years in educational publishing. Due to the nature of that highly standardized industry, it’s regrettably hard to “find the fun”. However, a day job allowed me to work my way through D school, where I rounded out some gaps in my skill set. I developed the following gaps into strengths:interaction designindustrial design design thinkingproduct research&nbsp;Most importantly, I found my “visual voice” with a sketching and ideation practice. I discovered how to use my mind to develop concepts and prototypes incredibly rapidly, alone or in a group setting. This set me on my way for about ten years as a product consultant, first at a hardware engineering firm; later at management and digital consultancies. Here’s a video that shows how I visualized and conceptualized ideas in a physical product environment: This is a similar one highlighting project collaboration with Industrial and 3D designers: And here’s one more about conceptualization in general. This highlights how I work solo or with a team to energetically explore lots of ideas. My consulting projects branched into a dazzling array of interesting projects, so much so that it’s a challenge to summarize. I’ve researched and designed across a wild array of subjects, product types or problem scenarios. I refer you to my resume and portfolio, but my personal highlights were designing a braille learning device and developing a suite of protein science gear and related software. In all of these projects, the research was as engaging as the design, and I took on research more as a central responsibility. With a strong desire to maintain subject matter consistency, I left consulting to lead product design at two successive digital rating and charging companies. My current world, energy dashboards, is simultaneously mundane and fascinating. For users, I try to transform mundane to magic; meanwhile I have a side mission to creatively enable my design and engineering teams, many who haven’t felt the privilege of a collaborative creative space. What about my next chapter? Let’s wrap it up in... So Can We Save the World Already? BRING IT HOME&nbsp; ►&nbsp; Also: General Portfolio | Book Portfolio | Resume | Email | PhoneAlso check out my LEGO Mocs and my pilot LEGO App, Brainbricker https://portfolio.capellaro.com/home Thu, 14 Mar 2019 19:12:18 +0000 will capellaro https://portfolio.capellaro.com/home From play to possibility Hi, I’m Will. I’m a classically trained designer with a passion for invention, disruption, and pushing ideas further. From life-saving medical devices to immersive digital experiences, I don’t just make things that solve problems—I look for new ways to approach them, balancing creativity with real-world impact. With 14+ years of product experience across digital, physical, and everything in between, I love bridging the tangible and the virtual to create intuitive, engaging, and occasionally unexpected experiences. Efficiency, usability, and engagement are always at the core—but so is curiosity, exploration, and the willingness to challenge assumptions. I move fast, think big, and embrace emerging technologies like AI and design systems to craft products that don’t just work, but resonate. Below are my most recent context and a link to my portfolio.Scope of This Portfolio This site highlights my work in digital product and technology. For my book, toy, and entertainment projects — the creative foundation of my career — explore my Book Plus archive. → PORTFOLIO &nbsp; Recent Context: <img width="1280" height="864" width_o="1280" height_o="864" data-src="https://freight.cargo.site/t/original/i/84b593045a53571e7f1f8e04a8b17ad84b124d623b7132bef817ec0f165d9720/Uplight.png" data-mid="227798189" border="0" src="https://freight.cargo.site/w/1000/i/84b593045a53571e7f1f8e04a8b17ad84b124d623b7132bef817ec0f165d9720/Uplight.png" />Uplight: Designing Through Complexity As a design leader and contributor at Uplight, I helped shape energy management software while navigating a complex merger. Balancing business needs with user experience, I shipped features that kept clients engaged through web and notifications—turning a tangle of systems into a seamless experience. VISIT CASE STUDY &nbsp; Side quest: AI @ Uplight <img width="1405" height="870" width_o="1405" height_o="870" data-src="https://freight.cargo.site/t/original/i/04980ed2d85937c612f46bab733449519e43c1ee26075f7916bdc53c2a416778/braille-toolbox.png" data-mid="227799747" border="0" src="https://freight.cargo.site/w/1000/i/04980ed2d85937c612f46bab733449519e43c1ee26075f7916bdc53c2a416778/braille-toolbox.png" /> Braille Toolbox: Designing for Accessibility I’ve designed multiple products to support blind users and braille learners—so I built Braille Toolbox to bring them together. This site collects my work and offers tools, resources, and a starting point for anyone curious about braille. Because great design should be for everyone. VISIT BRAILLE TOOLBOX &nbsp; <img width="1807" height="978" width_o="1807" height_o="978" data-src="https://freight.cargo.site/t/original/i/084a4f12eaa3895b4000130533f5db5fa6b93aa1589a0a811ce369fba862facb/ballotbash.png" data-mid="227799758" border="0" src="https://freight.cargo.site/w/1000/i/084a4f12eaa3895b4000130533f5db5fa6b93aa1589a0a811ce369fba862facb/ballotbash.png" /> Ballot Bash: Build a Better Oscars Party Ballot Bash started as a solo experiment: Could I design and build a fully functional awards show ballot platform on my own? The result—a web app with everything needed for an interactive, social voting experience. Launched for the 2025 awards season, it proved that a lean, focused approach can deliver a polished, feature-rich ballot system. This is just the beginning—I plan to evolve Ballot Bash for future major awards shows. VISIT BALLOTBASH https://portfolio.capellaro.com/portfolio Sun, 21 Jun 2020 17:18:20 +0000 will capellaro https://portfolio.capellaro.com/portfolio Featured Work Enterprise &amp; Consumer Web AppGrowthPlayI helped breathe life into a 45-year-old performance assessment that is central to a consultancy’s business model. The product integrated features from multiple legacy tools into an attractive SaaS for administrators and a modernized consumer-facing platform for end users.&nbsp; More <img width="3000" height="1699" width_o="3000" height_o="1699" data-src="https://freight.cargo.site/t/original/i/afb4225e439e1384f37d491e70fe222bf03550bdd7129945d781e046705bc3b9/tilt-mockup-new-new-copy.png" data-mid="86642993" border="0" src="https://freight.cargo.site/w/1000/i/afb4225e439e1384f37d491e70fe222bf03550bdd7129945d781e046705bc3b9/tilt-mockup-new-new-copy.png" /> Enterprise Saas Web AppHub Group: Carrier I worked with a legal compliance team to design a centralized data platform to help manage a global network of 40,000+ vendors. More <img width="1743" height="1056" width_o="1743" height_o="1056" data-src="https://freight.cargo.site/t/original/i/8c9bba3de21bf8d1f9d2d9df368c6e66640d45614b41cec73048c458b56b8ee8/Screen-Shot-2020-06-21-at-1.21.33-PM.png" data-mid="75256276" border="0" src="https://freight.cargo.site/w/1000/i/8c9bba3de21bf8d1f9d2d9df368c6e66640d45614b41cec73048c458b56b8ee8/Screen-Shot-2020-06-21-at-1.21.33-PM.png" /> Consumer Web &amp; Native AppWeightwatchers: Beyond the ScaleI worked on several projects to modernize the Weighwatchers digital suite. This involved helping embrace consumer fitness trackers and new food science to improve outcomes for members. More <img width="1542" height="806" width_o="1542" height_o="806" data-src="https://freight.cargo.site/t/original/i/0a9a29551b08f6f701c61d536ee87241109b3dffc34cb3dec90d7418c1bb6365/screen-with-device.png" data-mid="75252235" border="0" src="https://freight.cargo.site/w/1000/i/0a9a29551b08f6f701c61d536ee87241109b3dffc34cb3dec90d7418c1bb6365/screen-with-device.png" /> Physical ProductsThermo Fisher ScientificDesigned new products to simplify experiments in the field of protein science. more <img width="3326" height="2136" width_o="3326" height_o="2136" data-src="https://freight.cargo.site/t/original/i/67315f2963dac50675a53380457194c9e7ed6f08e825fd0cdce7086e6c104d96/thermo2x2.png" data-mid="86640151" border="0" src="https://freight.cargo.site/w/1000/i/67315f2963dac50675a53380457194c9e7ed6f08e825fd0cdce7086e6c104d96/thermo2x2.png" /> &nbsp;Embedded Electronic InterfacePerkins Smart BraillerAs UI designer for a digital braille embossing device, I worked with braille learners and educators to launch a reliable and intuitive product. more <img width="860" height="489" width_o="860" height_o="489" data-src="https://freight.cargo.site/t/original/i/3df587e134812ede0ae85df81eff593876b0d974abc2d483c5c667374dd644d1/brailler-yellow-nd.gif" data-mid="222424056" border="0" src="https://freight.cargo.site/w/860/i/3df587e134812ede0ae85df81eff593876b0d974abc2d483c5c667374dd644d1/brailler-yellow-nd.gif" /> Exploratory ResearchL.A. Live Visitor Study I led an investigative research program in a new entertainment location in downtown L.A. Working with other designer/researchers, we reported on the end-user experience, and developed brand amplification concepts for for Microsoft, the project sponsor.&nbsp; more <img width="1768" height="1026" width_o="1768" height_o="1026" data-src="https://freight.cargo.site/t/original/i/1c60c1b49c8064e5d7e5c3698a744432e27c90f3361fbad6cfbbf397d52b10a5/Screen-Shot-2020-06-21-at-1.34.04-PM.png" data-mid="75258202" border="0" src="https://freight.cargo.site/w/1000/i/1c60c1b49c8064e5d7e5c3698a744432e27c90f3361fbad6cfbbf397d52b10a5/Screen-Shot-2020-06-21-at-1.34.04-PM.png" /> https://portfolio.capellaro.com/resume Fri, 15 Mar 2019 17:53:05 +0000 will capellaro https://portfolio.capellaro.com/resume Will Capellaro Product Design Leader(608) 347-4922 | will@capellaro.com | LinkedIn | portfolio SUMMARY Design leader with over 14 years of experience delivering innovative solutions across consumer apps and enterprise SaaS. Expertise in UI and UX, design systems, and team leadership, driving efficiency, usability, and engagement for top clients and high-impact digital products. PROFESSIONAL EXPERIENCE Technical Competencies – Product design, interaction design, Figma, Adobe Creative Suite, design thinking, HTML and CSS, Adobe Illustrator, Atlassian, Agile, innovation strategy, art direction, creative facilitation, product sketching, interaction design, UX research, design leadership, and UI and UX design. Soft Skills – Team collaboration, problem-solving, communication, adaptability, attention to detail, critical thinking, creativity, time management, stakeholder management, leadership, analytical skills, and resilience. PROFESSIONAL EXPERIENCE 01/2021-11/2024Staff Product Designer UplightUplight’s platform helps energy providers and customers conserve, manage, and monetize energy resources at scale. view in portfolio Redesigned core SaaS products for energy utilities. Led design research, facilitated cross-functional collaboration, and balanced hands-on design with leadership, driving strategic design value, team growth, and successful product launches. Enhanced usability and aesthetics by implementing a new design system for web and native apps using Figma and Material UI. Facilitated alignment during acquisitions and roadmap shifts through cross-functional collaboration with product and engineering teams. Led design research and live experiments, gathering actionable user insights to refine product designs. Contributed to organizational problem-solving within a staff-level design leadership cohort, elevating design and UXR impact. Balanced design execution and leadership, driving critical projects to 100% successful, on-time launches. Fostered a culture of design excellence, mentoring team members through organizational change. Demonstrated strategic design value, expanding team influence and securing leadership on key initiatives. Supported product marketing and conference engagements, enhancing brand presence. 01/2019 – 01/2021Product Design Manager CSG International CSG is a provider of customer interaction management and billing solutions. Led and mentored a design team creating enterprise billing systems, streaming platforms, and e-commerce apps. Managed work distribution, facilitated team growth during reorganization, and streamlined workflows through collaboration, ensuring alignment and clarity across cross-functional teams. Mentored a design team delivering enterprise billing systems and consumer-facing self-care applications for streaming and e-commerce. Co-led and managed a group of six designers working on enterprise tools for rating, charting, and consumer applications. Managed quarterly work distribution, including project intake, scoping, and IC alignment, while developing SMEs. Achieved full talent retention through a major merger and reorganization by fostering team growth and stability. Simplified complex processes and enhanced clarity through workflow visualizations and “show me” sessions. Collaborated with product management, solution architecture, and DevOps teams to shape and prioritize product roadmaps. 08/2017 – 01/2019Senior Product Designer Devbridge Group Devbridge develops software solutions and digital products, focusing on user experience and collaboration. Directed design delivery and collaborated with engineering teams to create impactful software solutions. Managed associate designers, optimized design execution with offshore teams, and ensured rapid, high-quality outputs through user research, design systems, and efficient workflows. Achieved 100% design system compliance in code within two sprints by leading designers and front-end developers. Delivered designs within four to six sprints, consistently meeting deadlines and enabling engineering implementation. Mentored associate designers, fostering skill development and maintaining high-quality design outputs. Contributed to successful projects for clients including Wells Fargo, Hub Group, GrowthPlay&nbsp;and Schroders. 07/2014 – 08/2017 Lead Experience Architect Slalom ConsultingSlalom partners with organizations to drive business transformation through strategy, technology, and innovative solutions. Delivered high-impact digital product launches, aligning stakeholders and ensuring timely delivery. Conducted user research, created prototypes to boost engagement, and supported long-term workstreams through consulting initiatives, securing key accounts and expanding client relationships.&nbsp; &nbsp;&nbsp;Extended the WeightWatchers account by launching their first major digital products, earning a personal contract extension. Led design efforts for rapid digital product launches, including web apps and Salesforce-integrated solutions, ensuring stakeholder alignment. Conducted user research and developed interactive prototypes that improved usability and increased engagement metrics. Collaborated with clients including&nbsp;Microsoft/LA Live/AEG Group, The Warranty Group, William Blair, and Coca-Cola. 2010–2014 Senior User Interface Designer Product Development TechnologiesPDT specializes in the development of new products within the medical, consumer and defense sectors. Designed user interfaces for medical, consumer, and scientific products, integrating software and hardware expertise. Led concept development, user research, and client coordination, delivering innovative solutions on time and achieving high client satisfaction and repeat business. Designed user interfaces for medical devices, consumer technology, and scientific applications, seamlessly integrating hardware and software. Successfully expanded workstreams, achieving a remarkably high product launch success rate (exceeding 50%). Conducted extensive field research to align product designs with user needs and industry standards.Contributed to projects for clients including Intel, Smiths Medical, Roche, Thermo Fisher Scientific, Perkins School for the Blind, and McDonald’s. Before 2010 Art Director Various Clients (Freelance) Worked for various publishing and toy companies. Directed design and production for toys and books, contributing to the launch of numerous successful products. Designed educational tools for K–12 clients, focusing on content design and production coordination. EDUCATION Bachelor of Arts, Product Design The School of the Art Institute of Chicago Learned to think. And research. Built my ability to navigate product strategy. Excelled at exhaustive problem solving.&nbsp; Associate of Arts, Graphic Design Madison Area Technical College Learned to make. And draw. Built my creative and craft skills and technical design competence. Excelled at design production techniques. PATENTS Smart Bicycle System US 10093379B2, Product Development Technologies Innovative bike with smartphone dock for communication, control, maintenance, and integrated&nbsp; CONFERENCES ATTENDEED Figma Config (2022, 2024) Edison Electric Institute NKA (Fall 2022 &amp; 2023) UX Strat Fall (2022) UXRConf Anywhere (2020) An Event Apart Chicago (2019) Tableau Conference (2018) Adaptive Path UX Week (2017) Game Developers Conference (2013) WebVisions Chicago (2011) Norman Nielsen Usability Week (2010) https://portfolio.capellaro.com/about-me Wed, 20 Feb 2019 21:58:05 +0000 will capellaro https://portfolio.capellaro.com/about-me <img width="860" height="165" width_o="860" height_o="165" data-src="https://freight.cargo.site/t/original/i/c635d646fd4beed7de3f7da10141e446a1536b0b79b17e93dc8b03bd3444ed19/willmug.jpg" data-mid="36336533" border="0" data-scale="100" src="https://freight.cargo.site/w/860/i/c635d646fd4beed7de3f7da10141e446a1536b0b79b17e93dc8b03bd3444ed19/willmug.jpg" /> about me Growing up Creative I grew up in Wisconsin farm country, where small-town life and endless outdoor time sparked my curiosity for art, stories, and technology. I spent my early years diving into mythology, science, and game design — sketching graphic novels and inventing oddball worlds. With parents in publishing, I was one of the rare kids with a Mac in the house, which meant my creative experiments quickly merged with technology. Later, living in Sonoma and San Francisco exposed me to a culture of creativity and entrepreneurship that left a lasting impression. Design became a natural path. After a two-year design program, I landed a role at American Girl (Mattel), where I created books, games, and toys that shaped how kids played and imagined. By my early twenties I was directing illustrators, designing at scale, and developing the creative confidence that continues to guide me today. I later moved to Chicago to study at the School of the Art Institute of Chicago, where I focused on the intersection of creative technology and human behavior. Since then, I’ve built a career in digital product design — leading teams, scaling design systems, and crafting experiences that connect millions of people to stories, entertainment, and play. Outside of work, I stay curious and playful: vegan food, biking, onewheeling, kayaking, guitar, karaoke, and game art projects keep me moving. Most recently, I’ve been taking improv classes at Second City — a reminder that creativity thrives on collaboration, experimentation, and fun. https://portfolio.capellaro.com/chally-assessment-more Tue, 02 Apr 2019 16:31:36 +0000 will capellaro https://portfolio.capellaro.com/chally-assessment-more Employee Assessment Application The Chally Assessment: Visual Walkthrough A bit more on how this project went down. <img width="2880" height="2376" width_o="2880" height_o="2376" data-src="https://freight.cargo.site/t/original/i/6bb67b1eb39d06db641779eda37d3a9a40fb4b5b146b980f232ac86d03986f2f/Client---ATs.png" data-mid="64019348" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/6bb67b1eb39d06db641779eda37d3a9a40fb4b5b146b980f232ac86d03986f2f/Client---ATs.png" /> <img width="1440" height="1188" width_o="1440" height_o="1188" data-src="https://freight.cargo.site/t/original/i/77484a5078d957977e6cbcc5dfb474453bbb4a4f5f39941ff836d5c0e603bacd/GrowthPlay---Test.png" data-mid="39066519" border="0" src="https://freight.cargo.site/w/1000/i/77484a5078d957977e6cbcc5dfb474453bbb4a4f5f39941ff836d5c0e603bacd/GrowthPlay---Test.png" /> Below are screenshots of different parts of the platform appeared before. Notice the not-goodness? And not only was the system dated, but it required workers to jump between several of these legacy systems. <img width="1229" height="679" width_o="1229" height_o="679" data-src="https://freight.cargo.site/t/original/i/d9800ad3f5b63e879f73abcfaf211019bf51f29998698388fc30e635fe12939e/2018-04-17-at-13-36-44.png" data-mid="39067500" border="0" src="https://freight.cargo.site/w/1000/i/d9800ad3f5b63e879f73abcfaf211019bf51f29998698388fc30e635fe12939e/2018-04-17-at-13-36-44.png" /> <img width="1453" height="879" width_o="1453" height_o="879" data-src="https://freight.cargo.site/t/original/i/353e17819a3e2431f7eff3db2d2632911c0bca69515aeacfcb4a4bfe76180d4e/2018-04-17-at-13-58-45.png" data-mid="39067505" border="0" src="https://freight.cargo.site/w/1000/i/353e17819a3e2431f7eff3db2d2632911c0bca69515aeacfcb4a4bfe76180d4e/2018-04-17-at-13-58-45.png" /> <img width="1372" height="916" width_o="1372" height_o="916" data-src="https://freight.cargo.site/t/original/i/ea6d53c56e976cbf813f998f4fb3c160675b4ed553928f5034199f730bf4dfc8/2018-04-17-at-13-49-12.png" data-mid="39067504" border="0" src="https://freight.cargo.site/w/1000/i/ea6d53c56e976cbf813f998f4fb3c160675b4ed553928f5034199f730bf4dfc8/2018-04-17-at-13-49-12.png" /> <img width="1449" height="1011" width_o="1449" height_o="1011" data-src="https://freight.cargo.site/t/original/i/b2f39fc4d30902cc53b56c637fca9484c2fac19fcf5a0d9bbf2e06775b658de4/2018-04-17-at-14-12-45.png" data-mid="39067511" border="0" src="https://freight.cargo.site/w/1000/i/b2f39fc4d30902cc53b56c637fca9484c2fac19fcf5a0d9bbf2e06775b658de4/2018-04-17-at-14-12-45.png" /> <img width="1340" height="947" width_o="1340" height_o="947" data-src="https://freight.cargo.site/t/original/i/178480299efd53e89fd7de00e7659db0d7fb09f967e3cf9eef3d042e56c75102/2018-04-17-at-13-45-05.png" data-mid="39067459" border="0" src="https://freight.cargo.site/w/1000/i/178480299efd53e89fd7de00e7659db0d7fb09f967e3cf9eef3d042e56c75102/2018-04-17-at-13-45-05.png" /> <img width="1449" height="1017" width_o="1449" height_o="1017" data-src="https://freight.cargo.site/t/original/i/c1b43a17d1243ac415e55993b27c540c949319ae4589387f47030de56c04e9d4/2018-04-17-at-14-04-52.png" data-mid="39067508" border="0" src="https://freight.cargo.site/w/1000/i/c1b43a17d1243ac415e55993b27c540c949319ae4589387f47030de56c04e9d4/2018-04-17-at-14-04-52.png" /> <img width="1776" height="1057" width_o="1776" height_o="1057" data-src="https://freight.cargo.site/t/original/i/78b08190bd9921173263e5d1411328c0a93803a8bfe825e2ef23fd854bdc2854/Screen-Shot-2019-04-02-at-11.57.01-AM.png" data-mid="39074602" border="0" src="https://freight.cargo.site/w/1000/i/78b08190bd9921173263e5d1411328c0a93803a8bfe825e2ef23fd854bdc2854/Screen-Shot-2019-04-02-at-11.57.01-AM.png" /> Pre-Planning &amp; Kickoff Design styling exploration. <img width="1802" height="1156" width_o="1802" height_o="1156" data-src="https://freight.cargo.site/t/original/i/31861e96597c7156f8d81374a29b7bc327dc4946f6b6dd14977ddbea31bef43d/Screen-Shot-2019-04-02-at-11.56.02-AM.png" data-mid="39069526" border="0" src="https://freight.cargo.site/w/1000/i/31861e96597c7156f8d81374a29b7bc327dc4946f6b6dd14977ddbea31bef43d/Screen-Shot-2019-04-02-at-11.56.02-AM.png" />Competitive research <img width="1801" height="1154" width_o="1801" height_o="1154" data-src="https://freight.cargo.site/t/original/i/971ecb18621ad27156ca28513f2ca25f211adf9bb7010cbd1206a684579f69ad/Screen-Shot-2019-04-02-at-11.54.58-AM.png" data-mid="39069216" border="0" src="https://freight.cargo.site/w/1000/i/971ecb18621ad27156ca28513f2ca25f211adf9bb7010cbd1206a684579f69ad/Screen-Shot-2019-04-02-at-11.54.58-AM.png" /> <img width="1802" height="1154" width_o="1802" height_o="1154" data-src="https://freight.cargo.site/t/original/i/a7c3ebc108418b99e3f2ad22ade8fa45d8fb64faf4f1a36968d2eaed7ea04b4e/Screen-Shot-2019-04-02-at-11.55.05-AM.png" data-mid="39069217" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/a7c3ebc108418b99e3f2ad22ade8fa45d8fb64faf4f1a36968d2eaed7ea04b4e/Screen-Shot-2019-04-02-at-11.55.05-AM.png" /> <img width="1803" height="1156" width_o="1803" height_o="1156" data-src="https://freight.cargo.site/t/original/i/c690fc55b51aab40df193500a2bc88b24ee3a20f0b8d12f8bad6e7a4bc8769a0/Screen-Shot-2019-04-02-at-11.55.12-AM.png" data-mid="39069218" border="0" src="https://freight.cargo.site/w/1000/i/c690fc55b51aab40df193500a2bc88b24ee3a20f0b8d12f8bad6e7a4bc8769a0/Screen-Shot-2019-04-02-at-11.55.12-AM.png" /> Analagous product research <img width="1013" height="856" width_o="1013" height_o="856" data-src="https://freight.cargo.site/t/original/i/0e826f237038db01e2748c1a59af1dd6907da8475c9f51707b3420159f159b5f/Screen-Shot-2019-04-02-at-12.00.01-PM.png" data-mid="39069553" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/0e826f237038db01e2748c1a59af1dd6907da8475c9f51707b3420159f159b5f/Screen-Shot-2019-04-02-at-12.00.01-PM.png" /> <img width="1011" height="933" width_o="1011" height_o="933" data-src="https://freight.cargo.site/t/original/i/b79e8f6a0878e7d8db1bf19beb8c352de0a9360d7e0e19a9e229002a70b7f7d0/Screen-Shot-2019-04-02-at-12.00.08-PM.png" data-mid="39069554" border="0" src="https://freight.cargo.site/w/1000/i/b79e8f6a0878e7d8db1bf19beb8c352de0a9360d7e0e19a9e229002a70b7f7d0/Screen-Shot-2019-04-02-at-12.00.08-PM.png" /> <img width="1013" height="899" width_o="1013" height_o="899" data-src="https://freight.cargo.site/t/original/i/abae005121f1ea7c72234d97876f7fd76486ec40af2d86d2999f500206bde705/Screen-Shot-2019-04-02-at-12.00.22-PM.png" data-mid="39069555" border="0" src="https://freight.cargo.site/w/1000/i/abae005121f1ea7c72234d97876f7fd76486ec40af2d86d2999f500206bde705/Screen-Shot-2019-04-02-at-12.00.22-PM.png" /> Design direction “hot-take” presentation <img width="1750" height="984" width_o="1750" height_o="984" data-src="https://freight.cargo.site/t/original/i/5c176923020d83a44f60677b3b62cc57ffb95904d2d730d95d37c7fca47793b9/GP-friendly-copy.png" data-mid="64019295" border="0" src="https://freight.cargo.site/w/1000/i/5c176923020d83a44f60677b3b62cc57ffb95904d2d730d95d37c7fca47793b9/GP-friendly-copy.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3f5f58cf79b9f621ca0783e63fea8c68a7a576dd3b2f1b2a0b5b8451c1d7b7ca/GP-modern.png" data-mid="62909038" border="0" src="https://freight.cargo.site/w/1000/i/3f5f58cf79b9f621ca0783e63fea8c68a7a576dd3b2f1b2a0b5b8451c1d7b7ca/GP-modern.png" /> Project Scrum Just-enough-diagramming to understand the system <img width="1317" height="1015" width_o="1317" height_o="1015" data-src="https://freight.cargo.site/t/original/i/69fc8bb97f758d68adf617f482108c9f85c676b026f46ad3e363c6de2e6439d0/Data-Hierarchy-4-23-2018.png" data-mid="62908543" border="0" src="https://freight.cargo.site/w/1000/i/69fc8bb97f758d68adf617f482108c9f85c676b026f46ad3e363c6de2e6439d0/Data-Hierarchy-4-23-2018.png" /> Wireframes <img width="1806" height="1005" width_o="1806" height_o="1005" data-src="https://freight.cargo.site/t/original/i/e16840d6cc4bcb48421acc3fbb31affc3a4440cfa515d4c11d203a1933085001/Screen-Shot-2019-04-02-at-11.59.21-AM.png" data-mid="39069644" border="0" src="https://freight.cargo.site/w/1000/i/e16840d6cc4bcb48421acc3fbb31affc3a4440cfa515d4c11d203a1933085001/Screen-Shot-2019-04-02-at-11.59.21-AM.png" /> <img width="1801" height="1005" width_o="1801" height_o="1005" data-src="https://freight.cargo.site/t/original/i/92adcfb072b8afb1384f195a2ba997b5221ec57ea82c0f7b6f7f8271bd6f7a79/Screen-Shot-2019-04-02-at-11.59.28-AM.png" data-mid="39069645" border="0" src="https://freight.cargo.site/w/1000/i/92adcfb072b8afb1384f195a2ba997b5221ec57ea82c0f7b6f7f8271bd6f7a79/Screen-Shot-2019-04-02-at-11.59.28-AM.png" /> Admin Portal screens<img width="1225" height="1291" width_o="1225" height_o="1291" data-src="https://freight.cargo.site/t/original/i/93cbfba1a39959c8792d72ba6f58edb3a69294f406bfe2cae5dd6af33e5f2fff/Screen-Shot-2019-04-02-at-11.57.57-AM.png" data-mid="39068706" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/93cbfba1a39959c8792d72ba6f58edb3a69294f406bfe2cae5dd6af33e5f2fff/Screen-Shot-2019-04-02-at-11.57.57-AM.png" /> Assessment-Taker Screens <img width="1814" height="841" width_o="1814" height_o="841" data-src="https://freight.cargo.site/t/original/i/9dbae66624af99cc3134a9ee8f0889322c13f3a16743237c2547ecb54f97a59b/Screen-Shot-2019-04-02-at-12.18.19-PM.png" data-mid="39070070" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9dbae66624af99cc3134a9ee8f0889322c13f3a16743237c2547ecb54f97a59b/Screen-Shot-2019-04-02-at-12.18.19-PM.png" /> <img width="1827" height="857" width_o="1827" height_o="857" data-src="https://freight.cargo.site/t/original/i/e54e05082250333175aefa278049f81d7688d1c3243d26042b7a99d509c063ac/Screen-Shot-2019-04-02-at-12.18.06-PM.png" data-mid="39070032" border="0" src="https://freight.cargo.site/w/1000/i/e54e05082250333175aefa278049f81d7688d1c3243d26042b7a99d509c063ac/Screen-Shot-2019-04-02-at-12.18.06-PM.png" /> <img width="1014" height="1062" width_o="1014" height_o="1062" data-src="https://freight.cargo.site/t/original/i/26c0d91c8bfb3885d3b1d05c7a8f22153a3b22e3015ca74bfc9a9af791eb8bd1/Screen-Shot-2019-04-02-at-12.23.41-PM.png" data-mid="39070211" border="0" src="https://freight.cargo.site/w/1000/i/26c0d91c8bfb3885d3b1d05c7a8f22153a3b22e3015ca74bfc9a9af791eb8bd1/Screen-Shot-2019-04-02-at-12.23.41-PM.png" /> <img width="722" height="659" width_o="722" height_o="659" data-src="https://freight.cargo.site/t/original/i/6e933da2581534149eac93a36412649ebbe6b12634d6d6fcae707ad56a3d3437/Screen-Shot-2019-04-02-at-12.21.19-PM.png" data-mid="39070169" border="0" src="https://freight.cargo.site/w/722/i/6e933da2581534149eac93a36412649ebbe6b12634d6d6fcae707ad56a3d3437/Screen-Shot-2019-04-02-at-12.21.19-PM.png" /> <img width="737" height="418" width_o="737" height_o="418" data-src="https://freight.cargo.site/t/original/i/051d9b9f2f3b6e8d559aa3cb0ebaa733fb2ef6825c3d2ef9a7c943d17d917295/Screen-Shot-2019-04-02-at-12.22.18-PM.png" data-mid="39070170" border="0" src="https://freight.cargo.site/w/737/i/051d9b9f2f3b6e8d559aa3cb0ebaa733fb2ef6825c3d2ef9a7c943d17d917295/Screen-Shot-2019-04-02-at-12.22.18-PM.png" /> <img width="640" height="2404" width_o="640" height_o="2404" data-src="https://freight.cargo.site/t/original/i/5332644c79fd0d5ba727b68a7c9816f40dac20b9778e96e4149c74c0bc68c785/Assessment-Aggreement-Mobile.png" data-mid="40574748" border="0" src="https://freight.cargo.site/w/640/i/5332644c79fd0d5ba727b68a7c9816f40dac20b9778e96e4149c74c0bc68c785/Assessment-Aggreement-Mobile.png" /> Profile Reports <img width="3000" height="1428" width_o="3000" height_o="1428" data-src="https://freight.cargo.site/t/original/i/13a8255b5f7a625b6ba85eeda4478364c474ccc1aefb15febc17db0607ffb778/Report-Graphic.png" data-mid="64019792" border="0" src="https://freight.cargo.site/w/1000/i/13a8255b5f7a625b6ba85eeda4478364c474ccc1aefb15febc17db0607ffb778/Report-Graphic.png" />