Centric Digital provided digital transformation services for enterprise and startup clients. The company covered the full process: research, product definition, design, branding, and development.
The design and development team sat in Mendoza, Argentina. I started there. Client work was coordinated through product and account leads in New York. I visited the New York offices on a few occasions.
I began doing both design and front-end work. I later focused on design. Knowing how the product was built helped me propose work engineering could ship. It also helped me see what was possible.
The work covered websites, apps, dashboards, and brand systems. A lot of the enterprise work was complex and often regulated.
Clients and work
I designed web and app projects for AIG, Kaiser Permanente, and Humana, and worked on brand identities for startups including Dear Jack and Premo. I also led the rebranding of Dummies, a system that had to hold up across a catalog with more than 200 million books in print and 2,500 titles.
With AIG I took part in several code-a-thons with their international teams. I attended in person in New York and Malaysia. I also joined remotely for sessions in Ireland, Delhi, Japan, Houston, and San Francisco. These were 24-hour sessions built around a problem in a digital product. I designed and prototyped during the session. I worked with engineering on the same problem. The prototype lived in InVision, which was the prototyping tool we had at the time.
A selection of that client work, grouped by brand:
What I learned
The work ran for seven years. I learned to design next to engineering, to work inside regulated products, and to turn a brief into something a team could ship.