Projects
A/B Testing - New Information Architecture
What ?
Improving adoption and increasing user satisfaction were two of the biggest KPIs we addressed with the information architecture redesign effort. Our team also saw this redesign as a way modernize the product and deliver more value to our end users.
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How ?
User exploration, sentiment analysis and a task based navigation exercise were used in this study to gauge users' impressions and success using the new navigation. This mixture of quantative and qualatative approaches yeilded insights that ultimately drove critical decision making.
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Generative User Research - Platform Optimization Effort
What ?
Delivering value and remaining competitive depends on the ability to deliver an optimized platform. In this mixed methods research study, I identified areas of opportunity and provided context for why the current design was not meeting users' needs. Ultimately, this data informed roadmap planning and resource allocation.
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How ?
Using a mixed methods approach, I first referenced Pendo data to isolate the most commonly used
functions. Next, I surveyed users to uncover the most valuable functions (knowing that high frequency does not always mean most valued) After identifying the most valued/high frequency tasks I conducted 1:1 interviews to uncover pain points and unmet needs that we then mapped back to our personas.
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Erank (Etsy) User Experience Evaluation
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What ?
As the embedded SEO tool within Etsy, Erank is used by countless savvy sellers wanting to position their shop at the top of any search results page. Erank's Keyword Explorer function identifies the right search terms sellers need to leverage to be well-positioned. Having users understand how the Keyword Explorer view works is critical their success with the tool and to driving sales in their shop.
How ?
Prior to engaging users in a usability test, I conducted a UX design audit based on best practices to identify areas of potential confusion. Along the way, I isolated key research questions to uncover how Etsy sellers make SEO decisions using eRank's tools and functionality.
When necessary, I created mock ups of proposed changes to communicate design suggestions.
Finally, I provided recommendations to drive adoption of the eRank tool among Etsy sellers.
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Personas - Budgeting Tool for Commercial Real Estate
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What ?
Before a full redesign of Intuit's real estate budgeting software, I conducted a research study to determine who our end users were and what they struggled with throughout the budgeting process. My goal was to create a collection of personas we could use as a touchstone to guide initial design and anchor the impactful, expensive product decisions that had to be made.
How ?
I interviewed a cross-section of users during a "follow-me-to-the office" session. I spoke with a variety of roles to understand the exact problems we needed to solve to meet their varied needs. Based on the interviews, I created 4 personas that we leveraged over the next year. During each design review, we would reference these personas and ask, How are we meeting the needs of this person in this role? By continually referencing our personas, we were able to make informed decisions anchored to feedback from real users. The personas took the guess work out of our design process.
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Competitive Analysis - Discount Brokerage Websites
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What ?
I conducted an exhaustive competitive analysis for our team before we began working on a site redesign for our client, Consors, in Munich, Germany. This document allowed us to see what peer companies were offering and also helped drive the difficult process of establishing scope for the redesign.
How ?
First, I established the functionality dimensions I'd use to conduct the benchmark. Then, I inventoried each competitor's site to see if they had the function and took notes on its quality and implementation. Once we had this document in place, our product development team was able to make informed decisions about scope and resource allocation.
While this document inventories purely functionality, I have also conducted competitive benchmarking on design.
In this report, created while I was at National City Bank (now PNC), I looked at how Citibank, Key Bank and Wells Fargo handle the multi-product application process. Benchmarking can be a useful activity and a powerful tool to help guide decision making.
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Competitive Analysis - Discount Brokerage Websites
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What ?
I conducted an exhaustive competitive analysis for our team before we began working on a site redesign for our client, Consors, in Munich, Germany. This document allowed us to see what peer companies were offering and also helped drive the difficult process of establishing scope for the redesign.
How ?
First, I established the functionality dimensions I'd use to conduct the benchmark. Then, I inventoried each competitor's site to see if they had the function and took notes on its quality and implementation. Once we had this document in place, our product development team was able to make informed decisions about scope and resource allocation.
While this document inventories purely functionality, I have also conducted competitive benchmarking on design.
In this report, created while I was at National City Bank (now PNC), I looked at how Citibank, Key Bank and Wells Fargo handle the multi-product application process. Benchmarking can be a useful activity and a powerful tool to help guide decision making.
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Passion Project Design - TryIt.com
What ?
Tryit.com is a concept that I love to toy with in my mind. My product idea would be a platform that matches providers of unique experiences with those who are interested in trying something new. Users search by zip code to find experiences that are available in their area and book them online. These niche experiences are mini-workshops that are private. They are perfect for someone who is not ready to commit to a formal class or who is just, genuinely, curious about a topic. (Note: I do not own the name or the URL. This design is for illustrative purposes only)
How?
Like any good design process, I started by interviewing potential users to gather feedback on the concept and on functionality. Next, I created a series of low-fidelity wireframes which I usability tested. Finally, I incorporated this feedback into a set of revised, higher-fidelity wireframes.
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Guest Panelist - Crain's Cleveland Business
Enhance customer experience with UX and UI
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What ?
Crain's Cleveland featured an article comparing and contrasting User Interface and User Experience Design work. My contribution pushes the boundaries of traditional user interface perspectives and reflects a more holistic user experience design perspective. It was a great honor to be selected to represent our profession.
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