Project ACE was an app storefront based on the emerging HTML5 technology. It's purpose was to re-capture the app recommendation and vending space being lost to the Android Play Store, using an over-the-top strategy.

At the time (2011), the Android app store was going through tremendous growth and a common user complaint was that there were too many apps and no way to tell the good from the bad. ACE intended to provide a richer, more editorialized experience with less volume and noise, and offering better personalized and tailored recommendations of useful apps.

Programmatically, the design team had to learn how to partner closely with the developers to work in an agile design and development methodology, and to test the boundaries of HTML5's capabilities in "real time" through code. We succeeded in being fast and fluid in accommodating both the pace of work and the flexibility required to adjust to technical and business limitations on the fly.