Primer — Epilogue

People and Process

The Primer Project Team

Our team is truly interdisciplinary; while we all have titles and formal responsibilities, we leverage every team member’s wide range of skills – especially those that aren’t part of their normal day-to-day.

Ryan Clark served as the Creative Director, led brand exploration and strategy, and designed the underlying system for the site.

Ryan Buttrey served as the front-end lead, developed the tech stack strategy, and lead the development of the site system. He also led third-party integrations and the form development.

Andy Rossi led DevOps, helped develop the tech stack strategy, and championed all things animation. He completed extensive discovery and prototyping, researched third-party animation libraries, and built all the animations on the site.

Carla Hale served as the team’s project manager, oversaw budget, vendor API integration management, and content quality (asset normalization, proofreading, etc.). She also contributed heavily to Primer’s information architecture and content strategy.

Lauren Landes led the marketing site design and animation prototyping, and contributed to branding exploration and strategy.

Matt Nihiser built the site system and contributed to front-end implementation.

“The Scenery has a world-class design and development team, and each member is a pleasure to work with.

They were true creative partners, not only helping implement our ideas but helping us with conception. The result was top quality work on our brand and website that has wowed everyone who has seen it so far. We look forward to a long relationship with this talented crew.”

Stephanie Kohl, Director of Design at Primer

Lessons Learned

We end each project with a retrospective where we uncover team-wide lessons learned so we can continue to sharpen our skills. Here’s what we learned during our project with Primer.

Prototyping is essential when dealing with motion

Everyone’s preconceptions about what an animation or hover state interaction will look like and how it will move is different. Prototypes help everyone get aligned early on without using too many resources.

Designers also lead behavior and motion design

Delivering a flat file to a developer with a description of how it should move isn’t enough. What worked for us was Lauren sharing CodePen examples of animations with Andy before he began programming. It removed ambiguity and synced our designers and developers.

Feedback processes should accommodate our partners

Primer preferred to reflect on design reviews and give feedback in writing. We accommodated their preference by putting designs in InVision, where they could leave written notes anytime.

Copy should be delivered early

Copywriting is a challenge many of our clients face. It’s a hard job, and most teams don’t have a writer on staff. Inevitably, this task gets added to someone’s already overflowing plate. The best process is a draft handoff early on. It helps designers work with somewhat realistic assets, and prevents time-consuming design revisions down the road.