The following project was completed over a two month period at Coolhouse Labs, a three month startup accelerator in
At Coolhouse, I was a lead designer for the in-house product team providing companies, such as Fletch, design resources from branding to product design as well as presentation aid for the Coolhouse Demo Day in Ann Arbor, Michigan.
Fletch arrived at Coolhouse as a brand called Smarty Pants, which had discovered that
the main threat against college retention is a lack of social belonging and peer interaction,
leading to discouragement and eventually drop out.
They sought to address this issue by giving students a social platform, focused on creating quick
study groups with peers from their classes whom they may not otherwise meet.
Although the name Smarty Pants was well received by college administrators,
it alienated the end-user; young college students seeking belonging and peer help.
With this in mind we aimed to create something that felt more akin to a social platform rather than
just another tool pushed on students by administrators. Having a handful of University of Michigan
students working at Coolhouse gave us a great control group to brainstorm with and test concepts.