📍 New York City



a social media aggregate tool made for digital influencers to grow and engage with their audience




In 2012, YouTube was in the midst of maturing into the commercial beast it is today. Creators were looking to the platform in hopes of securing a place for themselves in this digital space. Epoxy’s was to aid in this process; we wanted to create a hub for YouTubers that would support them in building their community—to be their cheerleader and toolbox in one.




Any unchartered arena comes with the challenge of uncertainty. Coupled with the speed of social media, there was an accelerated cycle of research, execution, validation… There were no right answers; we were tasked with the challenge of finding patterns amidst research, discovering these leads on our own.



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Results of an ethnographic research study prompted us to build a tool in helping YouTubers organize their workflow. By tracking all of Tyler Oakley’s social media activities in a given month, our findings segmented his day to day processes into largely 3 categories:

1. Creating content
2. Managing content
3. Engaging with audience

initial solutions



During conception, Epoxy started out as a Facebook app. The assumption was that as digital natives, these YouTubers were already on Facebook; we wanted to integrate seamlessly with their pre-existing workflow. In the inextricable growth of both our YouTubers’ channels & our product, the opportunity for a standalone web application presented itself.


The following stage comprised of migrating the Facebook application onto our own servers. The transition spurred the examination of current service offerings. How could we be more deliberate and innovative in product development moving forward? TL;DR (Research Notes)


In parallel, as the sole product designer, I led design initiatives in launching Epoxy iOS & Android apps.