Phy Platform

Product Design, User Experience Design, & User Interface Design


Retail marketing agencies and their clients, including brand managers and their employees.


Provide a quick and intuitive way to create and manage inbound proximity marketing messaging.


Phy Platform was built as a unique CMS to give marketers contextual remote control of content for their inbound proximity campaigns that use QR codes, NFC tags, web links, and Bluetooth beacons.

Phy Platform Logo

Starting with Bluetooth Low Energy beacons that used Apple's proximity marketing tech, I was asked to design functions within mobile apps that would trigger an action when the phone was in proximity of a beacon. The Phy Platform allowed campaign managers to add, edit, or remove content the users would see. After adopting Google's Physical Web tech, the actions evolved to include more active engagement that required users to seek nearby beacon signals, scan QR codes, or tap NFC tags. However, the platform needs were still focused on the remote control of the content associated with each.


I led the product development team, creating patented management tools that enabled content creation, image previews, scheduling, and detailed insights for each interaction. In addition to the UX, I also designed the UI with modular elements so developers would not need to ask for a new design whenever a new change was needed.

Phy Platform UX/UI Standards

Platform UI Standards
As a fan of the Atomic Design methodology, I designed reusable modular design specs.

Phy Platform UX/UI Standards 2

In this view, you can see some of my messages to developers that note certain functions.

Phy Platform UX/UI Standards

Platform UX - Touchpoint Management
Whether QR code, NFC tag, or Bluetooth beacon was scanned, users would see metadata titles, descriptions, and open-graph images on "cards" that administrators could remotely manage within the Phy Platform. When users tapped these cards, they were linked to "destination" URLs that the administrators also controlled in the Phy Platform. With additional features for touchpoint management, administrators could easily manage thousands in a single deployment.

Phy Platform UX/UI Standards Metrics

Phy Platform UX - Metrics
To measure a campaign's effectiveness, we made it easy for administrators to count scans (or impressions) and taps. Similar to web stats, scans are similar to page views, and taps are equivalent to clicks.

Phy Platform UX/UI Standards Metrics 2

Phy Platform UX - Metrics - Activity
Again, similar to web stats, the percentage of clicks to scans (or impressions), we could provide click-through rates, as well as how active that particular user was in a given session.

Phy Platform UX/UI Standards Metrics 3

Phy Platform UX - Metrics - Scans
By viewing metrics, administrators could even check the "health" of their touchpoints. In the case of beacons, if scans were missing from the charts, they may deduce that the beacon's batteries needed to be replaced. (We eventually created an alarm that would message the admin in that event.)

Phy Platform UX/UI Standards Metrics 4

Phy Platform UX - Metrics - Scans Details
When metrics became challenging to read because of so much data, I designed new interface tools/filters that allowed administrators to concentrate their views on a single element.

Phy Platform UX/UI Standards Metrics 5

Phy Platform UX - Metrics - Comparisons
Scan counts and impressions are nice metrics, but they're just numbers without something to compare to. I designed comparison tools to give context and measures between touchpoints in campaigns.

Phy Platform UX/UI Standards Mobile Navigation