Captricity - now Vidado

SAAS Website 
Design Director


Captricity is a rapidly growing startup based in Oakland, California. Using cutting-edge A.I. and secure review by crowdsourced workers, Captricity rapidly extracts and transforms data from handwritten and typed forms at 99.9+ percent accuracy. 

I was Captricity's Design Director, and supervised UX design and Art Direction for the customer-facing 'service' portion of the web-only service. To support rapid data extraction for clients, Captricity required setup and configuration for each form type. Much of my work was in refining and simplifying that process, and helping Customer Service staff to support it. 

Captricity Process: From Handwritten Forms to Formatted Data

Captricity takes in hand-filled paper forms, processes them, and returns collated and formatted computer data or whole databases from them.

To do this, Captricity uses sophisticated character recognition A.I., supplemented by Mechanical Turk-style human review. This process returns uncannily (99.3% or better) accurate data. 

I produced this graphic for internal staff and external use with specific clients, to show the basics of the process. 


I had three main goals as Design Director at Captricity .

  • Rapidly launch multiple essential/contractual new features to support business growth
  • Improve the overall user experience for customers and customer support staff
  • Speed development of new features, helping make developers more efficient 

In service of these goals, I launched 20+ new features in less than a year. I also led design and functionality presentations, coordinated with lead scientists, advocated internally for Design, ran user testing and developed a pattern library to unify interactions and speed up feature development. 

Document Definition - Defining Data Fields

Captricity's system has clients (insurance companies, government agencies, etc.) define regions on paper forms, where each region defines a piece of data.

I used prior game design experiences with tips and tutorials to revamp this system, making it easier to use without lengthy instructions. I added simple graphical tips, refined visuals, a focus state for the selected field, and other controls for defining areas, streamlining this process to be easier to follow and not error-prone.

Not only did staff and users love these changes - they reduced customer service calls and costs significantly. 

Design Requirements

I wrote design requirements when necessary as this kind of document helps keep not just UX staff but the entire production team on the same plan.

At Captricity these were often the first documents tracking fundamental project requirements, user stories, and basic definitions of key terms. 

Simple User Flows

User Flows can be minimal, indicating screens/functionality simply as boxes.

These were used to understand essential processes and interactions, and could be used before screen wireframes yet existed.

Sketch: User Flows / Wireframes

Whenever possible I sketch on whiteboards or paper before moving (if needed) to digital wireframes and prototypes. Sometimes I do several rounds of wireframing this way, as it allows for quick iteration and collaborative discussion.

Here I used a composite of several whiteboard images to document initial decisions. This evolved into a digital document with more precise wireframes replacing the sketched images.

Wireframes at Captricity are generally built into user flows, so one document supports multiple purposes, and staff do not need to track many different sources when implementing designs.

Full User Flows

Key User Flows were identified by the team. Once they had been sketched, discussed and agreed upon, they were digitized in detail. 


User Flow documents are scaled such that they can be read as an overview, but the individual wireframes are also fully detailed, so flows and wireframes co-exist in one document. 

Helping Engineers Parse Designs

To guide implementation, I created tools to help developers build features with design in mind, and to triage for broad design issues before launching.

This pre-flight checklist suggested basic design aspects to watch for and simple references to key styleguide information.

This was delivered alongside a presentation reviewing checklist items and in particular the rationale behind some of the less-obvious design decisions. 

Pattern Library

I built Captricity's Design Pattern Library to keep front end page code consistent, and to support creating broad visual and functional standards. 

During my tenure at Captricity, we won and delivered on contracts with agencies and businesses including top insurance providers such as New York Life and MetLife.

Now doing business as Vidado, Captricity continues to produce multimillion dollar annual revenues.