Interview
Erin Lentz
ArtVersion, United States
Erin Lentz is an Executive Director of Design in ArtVersion and has an extensive background in visual communications which a burning passion in user experience design.
1 Please give us a brief bio of yourself and your background.
My name is Erin Lentz and I am the Executive Director of Design here at ArtVersion. I have a background in visual communications which results in a strong passion for user experience design.
2 What made you become/why did you choose to become a digital designer/artist?
From an early age, I have found design fascinating. I believe in science and art
3 Tell us more about your business/company, job profile, and what you do.
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4 What’s your favorite kind of digital design and why?
The latest web design industry advancements are what
5 To you, what makes a “good” design?
Good design needs to be human-centered, it must fulfill the purpose and be intuitive. Good design sells.
6 Describe your design style and its main characteristics.
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7 Tell us about your design process.
My typical design process starts with in-depth discovery, user interviews, and learning what works, what doesn't and what challenges the design needs to solve. I rely on both intuition and data to find strategic answers to lead creative problem-solving. Data can be quite useful to figure out patterns, funnels and stuck points, and intuition can contribute to informed decisions based on instincts and past knowledge from similar challenges. At ArtVersion our process is always based on Design Thinking. We utilize iterative design, conceptual design, contextual design and experiential design methodologies to accomplish objectives and set goals for each project.
8 Where do you draw inspiration from?
I find inspiration in design usability. By focusing on accessibility and inclusion my aim is that our work fulfills usability needs for people with all abilities. Launching a digital product that receives a high adaption rate and gets used in the wide market segment is what fuels my inspiration. I also love to continue to expand on my creative, technical and strategic knowledge base to help advocate for industry best practices and standards.
9 What current trends in digital design (or really anything digital related) are you most excited about?
The biggest trend is still in experiential commerce. The enormity of e-commerce continues to shift and mold into new and improved renditions of itself. The added engagement of experiential commerce when shopping online furthermore repeats a much more humanized approach to sales.
10 Congratulations! As the winner of the 2022 Vega Awards, what does it mean to you and your company and team to receive this award distinction?
We are proud and honored to have won three Vega Digital Awards in 2022. As digital design continuously transcends with boundless creativity, the Vega Awards was an honorable achievement that showcases our team's commitment to building user-centric designs for innovative brands.
11 Can you explain a bit about the winning work you entered into the 2022 Vega Awards, and why you chose to enter this project?
This time around, we worked with Evention, a SaaS accounting automation and reconciliation company from Chicago to complete brand refresh and web redesign as they were celebrating 15 years in business. The responsive website design, simplistic but intuitive brand refresh, logo redesign, and marketing collateral were celebrated across different categories for each award. Evention
12 What is your key to success? Any parting words of wisdom?
I see success as not necessarily being a destination, but a journey we are taking. Across the industry, my core team is known for its ability to innovate and challenge the status quo. We love collaborating with our clients, together we create amazing user experiences and products that everybody involved is proud of. We advocate for the end-users and ultimately create products that people love to use. In those collaborations, we are able to share ideas, knowledge and wisdom. It
