Sequencer is a UI module I designed and developed while building-out the Chapter 11 TV website.
CH11 started as a sort of anti-brand: the founder Dane Reynolds had become disillusioned with representing major surf brands as they went through a boom and bust cycle in the 2010s.
Dane led with his signature lo-fi graphics style and the website followed suite- it was web 1.0, it was broken, anti-patterns, bespoke widgets and hidden content. Dane was also blogging again, a nod to his famed 2000s-era website Marine Layer.
Early website
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To start we had a few basic off-the-shelf carousels/slideshows.
So I started making them more on-brand.
The sequence spread is an old magazine format that has it's advantages. In a world of increasing video, of course we should build product around photos, ha! So I did some brainstorming.
And, animate on scroll felt right! It was clean, fun and engaging.
I see design as structured refinement- starting with a clear opportunity, then using research, technical skill, and good taste to continuously improve outcomes, whether that means happier users or stronger metrics. In this case, the surfers are coming into this with large followings, so the top of funnel is healthy and market fit has been achieved. My role was to craft a visual experience that keeps fans engaged while continuing to tell their story.