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We create exceptional digital experiences for disruptive businesses.

Product Strategy

We help businesses create and market exceptional experiences.

User Experience Design

We blend rigor and play to design exceptional user interfaces.

Our Work

Here are some of our recent projects. Since we frequently work with early stage startups, we can’t share all our latest work here – reach out if you’d like to learn more.

Pop Currency
Core Audience
Games We Play

Recent Updates

Recent Blog Posts

beach L.A., L.A. November 19, 2013 - Big news: Little Arrows has relocated from New York City to Los Angeles. We’re incredibly excited to join the thriving digital scene in Silicon Beach. In addition to working with new customers in LA, we continue to service our New York based clients (we look forward to lots of frequent flyer miles and red-eyes). Please [&hellip
Screen-Shot-2013-08-05-at-2.14.15-PM Demystifying the Definitions of Digital Agency Titles August 6, 2013 - Marci wrote a post on our pals The IdeaLists’ blog that attempts to clarify the confusing world of digital titles and roles. As digital technologies and behaviors change rapidly, so do the roles and titles of the people who work in digital agencies. Does your project require both a UX Designer and an Information Architect? [&hellip
3187926964_6a7071bdca_o Designing Our Future: Technologies and Behaviors that Impact Design July 24, 2013 - We created this presentation to outline technological advances that will impact the field of experience design. Feedback is always welcome. Enjoy! Designing Our Future: Technologies and Behaviors that Impact Design from Marci Ikeler   Photo credit: observatoryleak
2108916970_209e8e4e3d Divergence & Convergence July 19, 2013 - When I started working in the web, I was a webmaster. To this day, it’s the coolest title I’ve ever had. I was responsible for design (such as it was – there may have been blinking text involved) and the code. A few years later, my boss told me that I couldn’t do both code [&hellip

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Our Team

Marci Ikeler

Marci is a digital strategist and user experience designer. For over a decade, she has helped advertising agencies, Fortune 500 brands, and start-ups to communicate online through engaging, effective, and elegant digital experiences. As the strategic lead at Little Arrows, she seeks to infuse strategic purpose into platform and communications design.

Marci has worked with companies as varied as Ally, Citigroup, DiscoverCard, Dove Chocolate, Foot Locker, Johnson & Johnson, Proctor & Gamble, TNT, and Stella McCartney. She is also a recognized speaker and thought-leader, featured at venues such as SXSW and the Cannes Lions.

Aaron Rutledge

Aaron is a seasoned entrepreneur with over 15 years experience in inventing, building and scaling digital platforms for businesses of all sizes. With a deep understanding of both the cognitive psychology behind digital user experience, and the technical skills to actually develop it, Aaron has helped companies bring digital innovation to life.

He started building platforms in the mid 90’s in the nascent field of corporate web development with Recoiling from the tech bubble collapse, Aaron and a few partners founded and built the largest e-commerce platform for the wine industry in just five years. He then returned to Madison Ave to build intelligent ad platforms for the likes of British Airways, Discovery Networks and CNN. In 2007 he co-founded the New York office of POKE, leading creative technology projects for American Express, Dell, Sephora, Johnson & Johnson, MoMA, 19 Entertainment, and more.

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