https://www.kylemcgregor.ca/work daily 0.75 2025-10-09 https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611899412595-W1H9FV9EZNYRIZ3TGPQ4/Looping+Back+Ideation.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611899556224-UUKZUNF6VQ8KRNDY8NVU/V3.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611972507120-6M6T844RTISUYYGSKXR4/MOCKUP+FINAL.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613409771554-9032C1UQ2ZZX0FPU2BWD/MOD+IA+Project+Journey.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613421016460-GWNTCEMACE2CW2TQ2LGF/AAA1.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613421016177-YMUWBKMTDC5A0JTH1DBJ/AAA2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613421016739-FVCR3TZUIELJUYL8G0HU/AAA3.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613421017210-JEO3G37KBNR63NQDV5BF/AAA4.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611883025974-K14U711LBTDZJYZ4YS5B/scroll.png Work - THE DIFFERENCE BETWEEN GOING FAST AND RUSHING This is the part of the story where I started making some juicy mistakes. I had rushed by raising the fidelity of the onboarding screens. I was aiming to convey the value of the solution through the copy but I know now that the mistake of upping the fidelity was that it sets the wrong user expectations for the testing. A bit of idle research into other music related apps persuaded me to try flipping the design on its side, literally. I had other rationale for doing so: landscape view allows for a larger product view page, it also allows for the quiz to be represented in a decision tree, giving the user an overview of their answers and progress. It turned out alright seeing as I was applying design thinking: my colour choices were relevant to mood and tone and brand copy and typography were all in line with my user’s needs. Some tweaks still needed to be made, but I had not gone too far off course. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611886272106-MHIX4OOL8OLDW7QFLCXS/Mood+Board+Slide.jpg Work - MOOD BOARD CLICK HERE TO VIEW THE ANNOTATED BOARD https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611895265075-RPCX96DKFZUL55DDCOVW/Facebook+2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611894708414-B8T11JTXC36XPMRXUYXF/User+Journey.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613415459773-2NLI44MJKAF4K2QMCS4G/multi+screens.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418620249-9H3B5IT5H9TAA9D0F61T/Paper+screens+flow.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418601243-D5KTPSNBRA5Z8XXOMWS1/V1+Flow.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418647207-3OAR9WGCPQ02MCIHQ7GK/V1+Flow++2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611975667241-IXJLFCWEL4YDTT7CWZI6/111MOD+Resp+Desktop.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611977446319-N6ZKR240ZZQ7K7SM2LK5/header.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611898717252-O2LCX1AFYELU9G7IM5OP/V2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611890417994-ZW6J3VVE4Z1GTE7Q5PJZ/Facebook+3.png Work Click to enlarge. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628200220037-AEKV36PZYH5CYFBYCXFU/FIXES+2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628200219820-BGXC3H1PW3TBY3MJ2JDH/FIXES+1.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628017195882-6V2UGWQFQKBJMFR9RXZN/Shopify+Project+Journey.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628023792971-FZ71JT6E9PYU40J97J2S/Shopify+mockups.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628103431603-XECVD5KKQHM0EQ38GKXM/POSSIBLE+PAIN+POINTS.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628192458394-1FF27JIE44Z1XKNJC6EX/Sketches.png Work It wasn’t hard to choose a winner; 3 of us made similar sketches. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628107649538-5O8C356G28S9X7WMYGJK/AAAp4.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628107649363-OJUPEJ7SUMCNLB7FOXIQ/AAAp2.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628107649912-N7VJRVBEL9P5R12W4WXM/AAAp3.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628107650106-9I6PSNWQTCHZAFKPG49I/AAAp1.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628100526769-REMK6UXJUANUXXXWIHCW/Research.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628203347192-N2HSU15P2HYJFPGQS36D/Spotify+Mock.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628111918975-TI8MMWDEQ7Z2M2QDO72N/Jasmeet.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628197985961-BVUHPOV9YVGF15F1Q86J/Action+Priority+Matrix.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575321049522-U5RCOF9HO5U56OOXENPK/Screen%2BShot%2B2019-12-02%2Bat%2B4.05.42%2BPM.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575322854011-FZOY50LN8QBGRCIHPQ5V/patrick.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575322954460-V04ANM2VKG1KACO68E09/cyn1.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575343221328-A5UO2RLQZ8LR1WI7X3MZ/image.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575347046276-HMQUB5C7M41UHMNNIDL8/HadfieldBNL1.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575480629943-PBEEOYT4ED8MRE2FPUQD/Caitlin.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575481666871-5ZYX5ZD2EQMXFIRDKOK0/JT.png Work - Justin Trudeau talks one-on-one about LGBT issues in Canada Shot and Edited for Xtra. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575482072626-Q85B1KHGWLBVIN2MNEIF/Reel.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575482615001-Q8NKSW0A6ISJSW9YDZ2D/SongCmp.jpg Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575322791895-RBLMXK13MUOVZNHZHBA0/Sober.png Work - How do sober queers party? Produced, Directed, Shot and Edited for Xtra. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1575489133885-XGHZ97JARGA8SWUSE8SH/BB.png Work - These genders are real, but are they recognized? Produced and Directed for Xtra. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1612040930557-LGA808QA39NBZSKLDJBT/AaaaaaaaaMOD+Resp+Desktop+TITLE.png Work https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1628109025622-4NH1CSL2E933FFKW6IH3/Shopify+Banner.png Work https://www.kylemcgregor.ca/aboutkyle daily 1.0 2025-10-09 https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/a72d88e5-bfb9-4b0d-8104-f86a705d51ba/Kylesmall%402x.png About Kyle https://www.kylemcgregor.ca/navigating-a-universe-of-choice-a-case-study-1 daily 0.75 2021-02-15 https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613416012754-0H3TE54I87N9LRRMYJAF/Empathy+map+pain+points+Copy+2.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611898717252-O2LCX1AFYELU9G7IM5OP/V2.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611899556224-UUKZUNF6VQ8KRNDY8NVU/V3.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611890417994-ZW6J3VVE4Z1GTE7Q5PJZ/Facebook+3.png MOD I.A. Navigating A Universe of Choice Click to enlarge. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611895265075-RPCX96DKFZUL55DDCOVW/Facebook+2.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611894708414-B8T11JTXC36XPMRXUYXF/User+Journey.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611975667241-IXJLFCWEL4YDTT7CWZI6/111MOD+Resp+Desktop.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613415459773-2NLI44MJKAF4K2QMCS4G/multi+screens.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611883025974-K14U711LBTDZJYZ4YS5B/scroll.png MOD I.A. Navigating A Universe of Choice - THE DIFFERENCE BETWEEN GOING FAST AND RUSHING This is the part of the story where I started making some juicy mistakes. I had rushed by raising the fidelity of the onboarding screens. I was aiming to convey the value of the solution through the copy but I know now that the mistake of upping the fidelity was that it sets the wrong user expectations for the testing. A bit of idle research into other music related apps persuaded me to try flipping the design on its side, literally. I had other rationale for doing so: landscape view allows for a larger product view page, it also allows for the quiz to be represented in a decision tree, giving the user an overview of their answers and progress. It turned out alright seeing as I was applying design thinking: my colour choices were relevant to mood and tone and brand copy and typography were all in line with my user’s needs. Some tweaks still needed to be made, but I had not gone too far off course. https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611886272106-MHIX4OOL8OLDW7QFLCXS/Mood+Board+Slide.jpg MOD I.A. Navigating A Universe of Choice - MOOD BOARD CLICK HERE TO VIEW THE ANNOTATED BOARD https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613409771554-9032C1UQ2ZZX0FPU2BWD/MOD+IA+Project+Journey.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418620249-9H3B5IT5H9TAA9D0F61T/Paper+screens+flow.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418601243-D5KTPSNBRA5Z8XXOMWS1/V1+Flow.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1613418647207-3OAR9WGCPQ02MCIHQ7GK/V1+Flow++2.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611972507120-6M6T844RTISUYYGSKXR4/MOCKUP+FINAL.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611899412595-W1H9FV9EZNYRIZ3TGPQ4/Looping+Back+Ideation.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1611977446319-N6ZKR240ZZQ7K7SM2LK5/header.png MOD I.A. Navigating A Universe of Choice https://images.squarespace-cdn.com/content/v1/5dd027f45ba4b25ea807be2f/1612040930557-LGA808QA39NBZSKLDJBT/AaaaaaaaaMOD+Resp+Desktop+TITLE.png MOD I.A. Navigating A Universe of Choice