Design ID Portfolio Practice Bio
User Experience Innovator

Max began working as an information architect (IA) and user experience (UX) designer in San Francisco in 1997, following four years' previous experience in interactive media, and he became one of the pioneers who defined these emerging creative disciplines for an entirely new industry.

His early 90s designs included an industry-first image carousel and prototypes for a three-dimensional visual navigation system, all of which he built himself in Macromedia Shockwave, anticipating the swiping and pinching interactions which Apple would introduce more than a decade later for its trackpad and touchscreen devices.

As the first Creative Director at San Francisco's legendary vivid studios, he proved to be one of the web industry's most innovative designers, introducing a truly collaborative creative process integrated with rapid prototyping and agile development, a process which has resulted in the design of internationally awarded and recognized web sites and software applications.

In 1998, he established the world's first independent practice in IA/UX, based on a unique business model in which the IA/UX lead is the prime contractor for design, ensuring that the client's vision is focused and implemented through an efficient design process into a unified and successful brand experience.

From the beginning, Max's primary focus was on browser-based or web-enabled software applications with complex interactivity, from his first online brokerage to his later advanced enterprise applications. But alongside this work, he also led the design of some very high-profile consumer web sites.


The "stealth" Office of Max Carmichael, otherwise known as Hunan Society, in San Francisco's North Beach next to the trendy House Restaurant. The North Beach Office opened in 1999 and closed in 2002, after the dotcom crash.

Puget Sound Energy

Inside the Office

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