The Walking Dead Chop Shop

2012 - 2014 | INNOCEAN USA

Project Summary

Capitalize on Hyundai's sponsorship of The Walking Dead by creating a national ad campaign featuring a mobile app that puts Hyundai vehicles into the hands of young people, introducing them to Hyundai models and increasing their interest in the brand. The app allowed users to build survival cars based on one of three Hyundai models using over 700 parts and weapons. The website was a showcase for the vehicles, highlighting selected survival cars and allowing users to search and sort through all of the entries.


Director of User Experience


Project strategy
Conceptual design
Information architecture
User flows and UX design
UI and interaction design
Oversight of UX for website and mobile/tablet apps for iOS and Android
Consultation in brainstorm and design sessions
Collaboration with development team

Work Samples

Conceptual Design
Strategy Diagram
Concept Model
User Flow Diagram
Requirements & Game Mechanics
Wireframes (Website)
Wireframes (App)
Axure Prototype (Website)
Axure Prototype (App)


Over 700,000 app installs
Over 7 minutes average time spent in app
Over 1 million shares
150% increase in web traffic to
12% increase in purchase consideration
#1 automotive app on iTunes


2014 Webby Award Winner - Best Integrated Mobile Experience
2014 Digiday Mobi Award Winner - Best in Show
2014 One Show Award Winner- Bronze Pencil
2014 Effie Award Winner - Silver
2014 National Addy Award Winner - Gold
2014 OC Advertising Awards - Gold, Best in Show
2014 SWSW Interactive Awards Finalist


Innocean USA, Huntington Beach
Bossa, New York


ApplicationsDesktopEmailMobile/TabletRemote ControlSocialTouchscreenWebsites

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