Joseph DeSetto

I led executive workshops in ideation, value proposition, competitive landscape, and feasibility to create custom technology solutions in support of Ph.D. healthcare researchers and related teams. Five projects were identified for prototyping, resulting in RFPs for vendor-led development projects in web and mobile/tablet applications.

Examples of resulting work included:

Software for enhancing value identification processes that require input from multiple SMEs such as medical, legal, marketing, benefits programs and other specialists.

An online multiuser economic modeling application, allowing clients to change forecasts and projections in real time while collaborating across large healthcare organizations.

My team and I designed and built innovative custom applications in partnership with an Oracle Retail Partner. The apps were for use by retail store staff—such as fashion boutiques—to leverage customers' online favorites and other stored tastes and preferences to enhance the shopping experience of physical retail locations.

I led product design and development for an iOS application to control multiple field-based hardware systems used by coaches of elite athletes. Based on significant psychological studies relating to increasing sports-related cognitive processing, the device would show light sequences or other indicators to one or more athletes. The app collected data in real-time for each participant and generated reports and assessments for coaches and trainers.

The technology stack was iOS native (iPhone and iPad), communicating through an API to a custom C++ application running on the hardware.

I wrote the original manuscript and produced a companion video of interviews with leaders in creative services and advertising industries. The Business of Design book, published by Cengage Learning, is used in university design programs throughout the US and Canada.

My first book was a software technical guide called Flash MX: Rich Media for the Web. It was also used in university course materials and sold in ten countries. It was published by Pearson Education.

LifeForms was an iPad PDF editor with document management and a unique saved entries list to avoid retyping. I designed the app from the original problem statement—frustration with healthcare intake forms—to investor pitch through prototyping to finished product for iOS 5.

LifeForms garnered praise from mobile app reviewers and held a 4.5 rating. The app reached #5 in the US App Store for Utilities, behind only well-funded ventures such as Dropbox.

I designed the app, hired and managed the development team, worked with marketing partners, investors and directly with end-users.

My team and I designed and developed the first three mobile games released with an entirely new SDK (software development kit) in partnership with a stealth mode startup of mobile graphics engineering experts.

The games were prototyped on paper, then digitally illustrated and developed in the Lua programming language. The startup has since been acquired, but at the time the work was groundbreaking, as it allowed for the development of iOS and Android games without the use of Objective-C, Java, or native libraries.