Jeff Lopez
Biography
As an undergraduate at James Madison University, my studies were based in fine arts and design. Merging these two fields gave me a unique set of skills, enabling me to think visually, find creative ways to represent my ideas, appreciate the value of feedback and idea sharing, and embrace failure as a means to continue towards a better solution. My professional experience includes both managerial and technical positions, with my most recent occupation involving working on a diverse team at a large custom printing company. Though each individual on the team specialized in a unique area, everyone worked towards a common goal. This strategy not only stressed the importance of communication, but also bringing experts together to achieve something that no single person could. I was aware that such organizational systems existed in the design realm, and experiencing it firsthand partially influenced my decision to further my studies in design.
The Philadelphia Green Kitchen project, the first team initiative in which I participated during my graduate studies, introduced me to the concept of thinking in systems. I found that the project wasn’t just about making something; rather, it was about the big picture – solving a problem within the context of our culture, society, and basic needs. In addition to this, discovering the benefit of a user-centered approach substantially changed my design methodology. Interacting with actual people within the target audience bolstered our research and afforded more accurate design direction, resulting in a more applicable design solution. I utilized this approach again during an internship by becoming involved in a project that brought members of a Philadelphia neighborhood together for a workshop in which they determined a practical solution to a city problem.
Other important design concepts and principles, such as affordances, interactivity, and feedback, have been addressed in projects throughout my graduate studies, helping to improve ease of use and develop solutions that engage users on multiple levels. My most recent project, a collaborative effort involving students with different backgrounds, paired my team with a business partner to find ways to expand marketing opportunities and establish a brand identity. By analyzing information, identifying a target audience, and developing storyboards to illustrate concepts, we were able to create a range of approaches to connect with potential consumers.
My thesis project, on which I am currently working, is focused on creating support for quality goods in the discount consumer goods landscape by reversing the growing tendency of consumers to make purchases based on low prices. While I do not have experience in marketing or economics, I am convinced that by using a process similar to previous projects, it will be possible to work with specialists in those fields to determine appropriate directions and collaborate with consumers for a user-centered approach. Additionally, by teaming up with fellow graduate student Rachael Harr, we will be able to utilize two different backgrounds and skills sets to further shape and define the final outcome.
