Projects
About
Trek Bicycle
Customer service from a robot cow
ROLE
Lead UX and UI designer
Art direction
Identity design
STORY UNDER CONSTRUCTION
CHALLENGE
Shape a vaguely-formed AI support chatbot integration idea into a polished experience ready for the 10 million+ visitors per month to Trek’s website.
APPROACH
I started with basic visual design, created a bespoke, living identity for Buddy, and expanded the project to consider how all AI products and features from Trek should be presented.
DRAFT
An early draft by the project team comprised some styling of the vendor’s chat window and a placeholder character icon.
Impact
CROSS COLLABORATION
Worked with teams unfamiliar to Trek’s digital product design practice, demonstrating and socializing our capabilities and value—important in an organization where digital product design is a small, narrowly-applied practice.
Beyond the basics
BRAND AI PRODUCT BEHAVIOR
Stretched far beyond this project to think about how the visual design and interactive behavior of all AI features or digital products from Trek should be presented.
DESIGN SYSTEM
Proposed specific additions to Trek’s design system to facilitate presenting AI features and digital products.
BRAND & IDENTITY
Leveraged brand identity design and art direction background to create a bespoke identity for Buddy, the AI personality.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek Bicycle
Customer service from a robot cow
ROLE
Lead UX and UI designer
Art direction
Identity design
STORY UNDER CONSTRUCTION
CHALLENGE
Shape a vaguely-formed AI support chatbot integration idea into a polished experience ready for the 10 million+ visitors per month to Trek’s website.
APPROACH
I started with basic visual design, created a bespoke, living identity for Buddy, and expanded the project to consider how all AI products and features from Trek should be presented.
DRAFT
An early draft by the project team comprised some styling of the vendor’s chat window and a placeholder character icon.
Impact
CROSS COLLABORATION
Worked with teams unfamiliar to Trek’s digital product design practice, demonstrating and socializing our capabilities and value—important in an organization where digital product design is a small, narrowly-applied practice.
Beyond the basics
BRAND AI PRODUCT BEHAVIOR
Stretched far beyond this project to think about how the visual design and interactive behavior of all AI features or digital products from Trek should be presented.
DESIGN SYSTEM
Proposed specific additions to Trek’s design system to facilitate presenting AI features and digital products.
BRAND & IDENTITY
Leveraged brand identity design and art direction background to create a bespoke identity for Buddy, the AI personality.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.
Projects
Projects
About
About
Trek Bicycle
Customer service from a robot cow
ROLE
Lead UX and UI designer
Art direction
Identity design
STORY UNDER CONSTRUCTION
CHALLENGE
Shape a vaguely-formed AI support chatbot integration idea into a polished experience ready for the 10 million+ visitors per month to Trek’s website.
APPROACH
I started with basic visual design, created a bespoke, living identity for Buddy, and expanded the project to consider how all AI products and features from Trek should be presented.
DRAFT
An early draft by the project team comprised some styling of the vendor’s chat window and a placeholder character icon.
Impact
CROSS COLLABORATION
Worked with teams unfamiliar to Trek’s digital product design practice, demonstrating and socializing our capabilities and value—important in an organization where digital product design is a small, narrowly-applied practice.
Beyond the basics
BRAND AI PRODUCT BEHAVIOR
Stretched far beyond this project to think about how the visual design and interactive behavior of all AI features or digital products from Trek should be presented.
DESIGN SYSTEM
Proposed specific additions to Trek’s design system to facilitate presenting AI features and digital products.
BRAND & IDENTITY
Leveraged brand identity design and art direction background to create a bespoke identity for Buddy, the AI personality.
UX/UI
Ride Club
Ride Club
Retail digital hub
Retail digital hub
Consumer choice
Consumer choice
Mobile lab UI
Mobile lab UI
AI chatbot
AI chatbot
Lüm app
Lüm app
ART DIRECTION
U. of Wisconsin HELP
U. of Wisconsin HELP
Liquid Freight
Liquid Freight
Technology marks
Technology marks
Trek packaging
Trek packaging
Bontrager wordmark
Bontrager wordmark
ABOUT
Me
Me
Testimonials
Testimonials
©2025 JB
THINK HARD. DESIGN EASY.