A DIGITAL MAGAZINE FOR MILLENNIALS WHO SEEK TOP EXPERIENCES IN TRAVEL, FASHION, FOOD AND CULTURE

MY ROLE: UX.UI DESIGNERI’M RESPONSIBLE FOR RESEARCHING, ARCHITECTING, WIREFRAMING AND CRAFTING GRAPHICS FOR ALL VIVA PRODUCTS. I WORK ALONGSIDE THE CEO, CHIEF DATA SCIENTIST, FULL STACK DEV.

AND IOS DEV. TO DEVELOP OUR ONLINE MAGAZINE, CMS AND IOS APP.

THE CHALLENGE1. REBUILD THE SITE ENHANCING FUNCTIONALITY AND USABILITY BEYOND COMPETITORS

2. TRANSITION EDITORIAL PROCESS FROM WORDPRESS TO A NEW, INTERNAL CMS3. CREATE AN APP THAT DISPLAYS THE SITE AND GIVES USERS THE OPTION TO UPLOAD VIDEO

LEAN UX WAS EXECUTED THROUGHOUT THIS PROJECT IN SHORT SPRINTS LASTING 5 DAYS.

FUNCTIONALWORKS AS PROGRAMMED

RELIABLEIS AVAILABLE AND ACCURATE

PHASE 1BUILD A BRAND AND EARN TRUST BY ELIMINATING FRUSTRATIONS

PHASE 2BUILD EMOTIONAL CONNECTION

AND GROWTH HACK

PHASE 3ESTABLISH A SENSE OF COMMUNITY

TIED BY STORIES & SHARING

USABLECAN BE USED WITHOUT DIFFICULTY

CONVENIENTWORKS AS EXPECTED

PLEASURABLEMEMORABLE EXPERIENCE WORTH SHARING

MEANINGFULHAS PERSONAL SIGNIFICANCE

EXPERIENCES

TASKS

DISCOVERYTHE DISCOVERY PHASE WAS A QUICK, INTENSE STUDY OVER TWO WEEKS DIVING DEEP INTO THE TRAVELING INDUSTRY, CONDUCTING A COMPETITIVE ANALYSIS, UNDERSTANDING THE STAKEHOLDERS’ VISION, DEVELOPING

PERSONAS TO UNDERSTAND THE NEEDS OF THE END USER AND STRATEGIZING THE FEATURES OF THE MVP.

1.3 BILLION MILLENNIALS GLOBALLY

72% OF MILLENNIALS PLAN TO TRAVEL IN 2017

1.4 TRILLION DOLLARS SPENT ON TRAVEL BY MILLENNI-

60% FEMALE

LUXURY PREMIUM ECONOMY

18

25

34

49

65+

V I VAL I F E S T Y L E & T R AV E L

VISIONWHAT WE LEARNED ABOUT OUR COMPETITORS LED US TO DEVELOP AN ADAPTABLE EXPERIENCE BY LEVERAGING MACHINE LEARNING. IMAGINE A SYSTEM THAT TRACKS ALL BEHAVIORAL HABITS IN TANDEM WITH GOOGLE ANALYTICS, CREATING A RICHER PRODUCT THAT WOULD LEARN THE NEEDS OF EACH INDIVIDUAL AND PREDICT

WHAT THEY’D MOST LIKELY WANT TO READ OR CLICK ON NEXT AUTOMATICALLY.

ADAPTIVE

CONTENT UI

ADAPTABLE

USER MANUALLY FILTERS

AUTOMATIC PERSONALIZATION

RICH JOURNALISM EXPERIENTIAL/IMAGE FOCUS

BUSINESS REQUIREMENTSSYNTHESISING GOALS FROM OUR RESEARCH SERVED AS A LENS THROUGH WHICH WE COULD CONSIDER NOT ONLY WHAT THE SITE SHOULD DO, BUT ALSO HOW IT SHOULD FEEL. WE BELIEVED THIS WOULD BE THE DIFFERENCE BETWEEN DELIVERING A GOOD EXPERIENCE AND A GREAT ONE. THINKING ABOUT EMOTIONAL DESIGN EARLY ON HELPED US

UNDERSTAND THE IMPORTANCE OF AESTHETICS, TONE OF VOICE AND HOW TO REACH KPI TARGETS.

REWARDCONVER

SIONS

ENGAGEMENTDI

SCOVERYFB AD PROMOTION

FB GROUP

SOCIAL MEDIA

FLIPBOARD PARTNERS SCANABLE LAYOUT

SOCIAL MEDIA FOLLOWPUBLISHED

ACCOUNT CREATIONNOTIFICATIONS

SEARCHABLE CONTENT

AFFILIATE LINK PURCHASECURATED CONTENT

MONTHLY CONTESTS

PAGE VIEWS & TIME ON PAGENEWSLETTER PROMOS

CONTRIBUTORS

INTERACTIVE FEATURES

SHARING

EDITORIAL CONTENT

LIVE THE BRAND, PRIZES

BRAND REQUIREMENTSWHEN EXAMINING A USER’S TASKS, QUESTIONS, FRUSTRATIONS AND NEEDS, WE CAN

APPLY BRAND PRINCIPALS THAT WILL GUIDE THE TONE AND OVERALL VIVA EXPERIENCE.

BE ON THE PULSE

BE WITTY & SARCASTIC BE CONVENIENTCREATE A SENSE OF ADVENTURE & A TASTE

FOR THE UNCONVENTIONAL

BE SIMPLE BUT FOCUSED HAVE CONVICTION

SETTING THE FRAMEWORKWE APPROACHED THE MVP BY DEFINING THE HIGH LEVEL FUNCTIONALITY WE WANTED AND REFINING UNTIL EACH ELEMENT COULD BE BUILT IN FIVE DAYS OR LESS. THIS WAS DUE TO TIME RESTRICTIONS SET BY THE BOARD AND THE SHORT RUNWAY THE COMPANY HAD TO ACQUIRE FUNDING.

FOR THE CMS WE CONDUCTED INTERVIEWS TO LEARN WHAT THE EDITORIAL TEAM DID DAILY, DISCOVERING THEIRROLES AND POINTS OF FRUSTRATION

THE APP WAS TO FACILITATE THE EASE OF USE TO UPLOAD VIDEO CONTENT TO OUR SITE AND THE EFFORTS WERE FOCUSED ON REDUCING FRICTION AND CONFUSION. RAPID PROTOTYPING WAS CRUCIAL, AS WELL AS SETTING TEST ENVIRONMENTS TO DEBUG.

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KEY FEATURE: REVENUENOBODY ON THE DEVELOPMENT TEAM HAD EXPERIENCE WITH ADSENSE OR ANY AD REVENUE SYSTEMS. I NOTICED CPP AND CTR RATES WERE INCONSISTENT AND THEREFORE THE PROFIT WOULD CHANGE DRASTICALLY DAY TO DAY. ALTHOUGH ADSENSE WAS NOT SEEN AS AN IMPORTANT SOURCE OF REVENUE, MY FINDINGS INCREASED OUR PROFITS 12.6 TIMES AND BECAME A

FOCUS OF THE COMPANY UNTIL WE DEVELOPED A SALES DEPARTMENT.

KEY RULES THAT AFFECT PROFIT1. PART OF YOUR PROFIT IS BASED ON THE RATIO OF HOW MANY ADS ARE

ON THE PAGE AND HOW MANY OF THOSE ADS WERE SEEN

2. YOUR VALUE PER USER CONTINUES TO INCREASE IF THE PERCENTAGE OF THOSE WHO SAW THE AD AND CLICKED THROUGH IS HIGH

3. ADSENSE PENALIZES FOR HAVING MORE THAN 3 ADS ON A SINGLE PAGE

KEY UX FINDINGS THAT AFFECTED PROFIT1. USERS CLICKED ON ADS BELOW A NAV BAR INSTEAD OF ABOVE

2. USERS TEND TO CLICK ON A BOTTOM AD THAT’S PERMANENTLY FIXED

KEY FEATURE: RELATED ARTICLESTO BEST SERVE OUR READERS AND OPTIMIZE OUR PAGE VIEWS PER SESSION WE ANALYZED THEIR BEHAVIOUR, FINDING THE BEST PLACEMENT FOR ARTICLE RECOMMENDATIONS TO AVOID THEM BECOMING DISINTERESTED OR FATIGUED. THROUGH GOOGLE ANALYTICS WE WERE ABLE TO TRACK EVENTS, AS WELL AS SEE WHAT ALGORITHMS INCREASED CLICK

THROUGH RATE, RECENCY AND FREQUENCY. TIME ON PAGE WENT FROM 30 SECONDS TO 2 MINUTES.

KEY FINDINGS1. USERS WERE MORE LIKELY TO CLICK ON A RECOMMENDED ARTICLE 1/4 DOWN DUE TO A LACK OF SUBSTANTIAL EVIDENCE DEEMING THE ARTICLE

WORTHY TO CONTINUE READING

2. READERS WERE INTERESTED IN TOPIC RELATED ARTICLES RATHER THAN CITY BASED AS ORIGINALLY REQUESTED BY STAKEHOLDERS

3. IMAGES IN FULL COLOUR AND WITH AN ANIMATED ELEMENT WERE MORE ENGAGING AND CLICKED ON THAN STATIC ELEMENTS

4. MALE READERS WERE INDIFFERENT TO TOPIC RELATED ARTICLES WHEN COMPARED TO ARTICLES WITH A MORE RISQUÉ IMAGE OR TITLE

KEY FEATURE: PAGE VIEWSWHEN STAKEHOLDERS PRIORITIZED PAGE VIEWS WITH NO CONCERN TO REAL DATA, I GAMIFIED GOOGLE ANALYTICS TO SHOW 1.1 PAGE VIEW PER SESSION TO 2.8 PAGE VIEWS FROM A SITE THAT GARNERED DAILY TRAFFIC OF 30,000 USERS.

KEY FINDINGS1. LOAD A SECOND ARTICLE IMMEDIATELY AFTER THE USER HAS SCROLLED

PAST THE FIRST ARTICLE AND RELATED ARTICLES

2. DIVIDE SLIDESHOWS INTO A PAGE PER IMAGE (NEVER IMPLEMENTED)

3. IMPROVE RELATED ARTICLE PLACEMENT AND ALGORITHM

RECOMMENDED IMPROVEMENTS1. FOCUS ON IMPROVING BRAND LOYALTY BY FINE TUNING FREQUENCY

AND RECENCY FOR TOP TWO SEGMENTS ON GOOGLE ANALYTICS

2. SET UP SENTIMENT AND LINGUISTIC ANALYSIS (IBM WATSON) ON ALL COPY TO KEEP TONE CONSISTENT AND MEASURABLE FOR SUCCESS RATE

3. STRUCTURE ARTICLES DIFFERENTLY BASED ON CATEGORY. ADDITIONAL PERSONAS AND USER FLOWS WERE DISCOVERED THROUGH MONITORING

FINAL PRODUCTIN FOUR MONTHS WE DELIVERED A FUNCTIONAL SITE WITH BASIC PREDICTIVE ALGORITHMS, AN APP TO ENGAGE OUR

AUDIENCE TO CONTRIBUTE TO THE DIGITAL NOMAD SCENE AND BUILT A ROBUST CONTENT MANAGEMENT SYSTEM.

SINCE THEN THE DEVELOPMENT TEAM HAS FOCUSED ITS EFFORTS IN CREATING SURVEYS AND CONTEST CREATION FOR OUR INTERNAL CMS. DUE TO LIMITED FUNDING THE PRODUCT HAS YET TO BE DEVELOPED INTO PHASE TWO AND ALL

EFFORTS ARE CURRENTLY ON ACQUIRING PARTNERSHIPS AND PRODUCING SALES.

ITUNES APP STORE

SIMPLY

MY ROLE: UX.UI DESIGNERI WAS RESPONSIBLE FOR RESEARCHING, ARCHITECTING, WIREFRAMING AND CRAFTING GRAPHICS FOR ALL SIMPLY

PRODUCTS. I WORKED ALONGSIDE THE CEO, BACK END DEV, AND IOS DEV. TO DEVELOP THE IOS APP AND WEBSITE.

THE CHALLENGE1. CURATE RELEVANT NEWS IN THE CURRENT CITY OF THE USER AS WELL AS PREDICT

TOPICS OF POTENTIAL INTEREST BASED ON CLUSTERING DATA FROM ALL SIMPLY USERS

2. CREATE A CMS FOR UPLOADING CONTENT DAILY TO FILL A LOG OF CURRENT EVENTS THAT ARE QUINTESSENTIAL, AS WELL AS SCRAPING MEDIA SITES FOR TRENDING TOPICS OUR CONTENT MANAGERS COULD CURATE AND PUBLISH

RELEVANCY ENGINERECOMMENDATION ENGINES USED BY THE MAJORITY OF COMPANIES TODAY HAVEN’T CHANGED MUCH.

WE CONTINUE TO EXPERIENCE MEDIOCRE RESULTS FROM WEBSITES AND APPLICATIONS FLOODING US WITH IRRELEVANT RECOMMENDATIONS OF WHERE TO EAT, TRAVEL TO, ATTEND AND WATCH. WE NEEDED SOMETHING SMARTER, MORE ACCURATE AND TIMELY. SO WE CREATED THE NEXT GENERATION RECOMMENDATION ENGINE.

A PERSONALISED FEEDIMAGINE ALL OF THIS DATA CONSTANTLY UPDATING AND LEARNING ABOUT YOU AND PEOPLE LIKE YOU TO SUGGEST THE BEST THINGS TO DO, EAT OR SEE BASED ON LOCATION, WEATHER, YOUR HABITS IN THE MORNING VS. AT NIGHT.

GATHERING QUALITATIVE DATASURVEYS AND QUIZZES IN SIMPLY PLAY A VERY IMPORTANT ROLE IN USER ENGAGEMENT. THESE AMAZING RESEARCH TOOLS HELP US LEARN ABOUT THEIR PERSONALITY, BEHAVIOR AND PERSONAL VALUES. QUESTIONS ARE FUN AND GAMIFIED SO THAT USERS ARE REWARDED WHEN THEY PARTICIPATE. CONSTANT FEEDBACK IS NECESSARY FOR CONTENT PERSONALISATION TO BE MORE EFFECTIVE AND WITH THE WELL KNOWN SWIPE RIGHT OR LEFT GESTURE, USERS CAN INDICATE SUGGESTIONS THEY DID OR DIDN’T LIKE AND ANSWER AN

OPTIONAL SURVEY AFTERWARDS ASKING WHAT SPECIFICALLY THEY LOVED OR HATED.

COMBINING BIOMETRIC DATAUSER BIOMETRIC DATA ADDS ANOTHER DIMENSION TO USING PERSONAL DATA TO IMPROVE DAILY LIFE. WE’RE

INTEGRATING FITBIT, APPLE WATCH, SAMSUNG GEAR, MOTO 360 ETC, TO NOTIFY YOU IN YOUR FEED WHEN YOU SHOULD REALLY GET UP AND STRETCH.

CMS DRIVEN CONTENTTHE CUSTOMIZED CMS WAS BUILT WITH A REMOTE TEAM TO FACILITATE CONTENT MANAGERS THE ABILITY TO LOG

EVENTS AND ANY META DATA THE APP REQUIRED. WE HAD A CRAWLER SOURCING INFORMATION DAILY, DISCOVERING TRENDING TOPICS TO PRIORITSE WHICH CONTENT SHOULD BE REVIEWED AND PUBLISHED FIRST. INFORMATION WAS

ALSO CATEGORIZED BY TOPIC TO KEEP TRACK OF INVENTORY.

MY ROLE: UX.UI DESIGNERI WAS RESPONSIBLE FOR RESEARCHING, ARCHITECTING, WIREFRAMING AND CRAFTING GRAPHICS FOR ALL SERUM

PRODUCTS. I WORKED ALONGSIDE THE CEO, BACK END DEV, AND IOS DEV. TO DEVELOP THE IOS APP AND WEBSITE.

THE CHALLENGE: 2 MONTHS1. DEVELOP AN APP FOR A SATURATED CHAT APP MARKET

2. INCLUDE THE FUNCTIONALITY OF ANONYMITY WITH SAFETY MEASURES FOR BULLYING

BRANDINGSERUM WAS AIMED AT YOUNG ADULTS AGED 18-25 WHO HEAVILY RELIED ON CHAT APPLICATIONS. DUE TO POTENTIAL

SITUATIONS OF BULLYING, NINE CHARACTERS WERE DEVELOPED IN PLACE OF PEOPLE’S PHOTO AVATAR.

ANONYMITYWE WANTED USERS TO FIND USING THE CHAT APPLICATION SIMILAR TO SMS BY STARTING THE FLOW WITH THEIR CON-TACTS ON SERUM OR ON FACEBOOK. AFTER SELECTION, THE USER IS ALLOWED TO SELECT THE SILLY MASK TO INDICATE ANONYMITY IS ON. FOR SAFETY MEASURES A CHAT COULD NOT START WITH LESS THAN THREE PEOPLE AND FLAGGING

WAS AVAILABLE TO TEMPORARILY SUSPENSE AND REVIEW THE ACCOUNT FOR MISCONDUCT.

Would you live here?

GEO-LOCATIONIF USERS ALLOWED THE APP TO FIND THEIR LOCATION, USERS COULD BROADCAST THEIR LOCATION. THIS FEATURE ALSO ALLOWED FOR USERS TO GO BEYOND THEIR CONTACTS FOR ONE FURTHER DEGREE OF SEPARATION, A FRIEND OF A FRIEND. THIS WOULD BE GREAT FOR INSTANCES WHEN YOU TRAVEL TO A NEW CITY AND YOU WANT TO KNOW WHAT’S

GOOD IN THE NEIGHBOURHOOD. NO FRIENDS IN VANCOUVER? THAT’S FINE, YOU MIGHT HAVE A FRIEND WHO DOES!

SUBJECT VS. INDIVIDUALSINCE THIS WAS AN ANONYMOUS APP, THE STORY OF A CONVERSATION REVOLVED AROUND ITS SUBJECT RATHER THAN THE

INDIVIDUALS IN THE CONVERSATION, HOWEVER, CONVERSATIONS STILL HAD TO BE ORDERED BY LATEST MESSAGE SENT.

Work ExperienceLead User Experience and Interface Designer August 2014 - PresentVIVA Lifestyle & Travel Media, Vancouver, Canada

VIVA Lifestyle & Travel Media is the fastest growing digital media company for Millennials in the world, reaching million monthly uni ue users. I have the responsibility of architecting the final design and user experience, as well as the management of the implementation of VIVA’s products. In addition, I have crafted the brand alongside the , directly influencing hyper growth, investments and revenue.

Additional: created marketing collateral, designed investment deck assets, prepared company’s prospectus for contributing writers and photographers, QA testing, mentored junior and intern staff.

Project: VIVA iOS App

Recommends experiential activities for Millennials in the premium and luxury market for 2-4 day travelling.

• Created all graphical and animated assets• rafted static & interactive prototypes and low high fidelity mocks using Illustrator, linto and ketch• Defined ob ectives for our recommendation engine, such as the delivery of information based on

geographical positioning, time of day, categorical filtering and behavioral tracking• ross disciplinary team enior i ront nd Developer, enior ack nd Developers, Data cientist

Project: VIVA App CMS

This robust system was designed so that our internal Content Editors could manage aggregated content, assess the inventory we were lacking, add new publishers for our crawler, create app notifications, create surveys connected to our AI, and edit content data structures.

• utlined the parameters and features of the pro ect• Designed the layout and interactivity of the M• Coordinated with CTO on deliverables

Project: VIVA Website

Spearheaded the re-branding of our site to become independent of Wordpress. Doing this would allow us the flexibility to integrate AI, track data, users and activity, customize revenue partnerships, hit ambitious growth targets and create products for potential B2B purposes.

• ptimized oogle Adsense placement and to increase advertising revenue . times)• Increased page views per session by redesigning the article page . times more than original

numbers)• Leveraged the use of machine learning to provide hyper relevant content and experiences

throughout the site• Created documentation for the site’s IA, interactivity and layout• Cross disciplinary team: managed Junior Web Dev, Junior Graphic Designer & Editorial Intern,

coordinated with hief Data cientist and Lead ull tack Dev

Project: VIVA Website CMS

This system would be used by the Editorial Department to create, manage and publish articles with 400+ writers across the world. In the future this system would work in tandem with an in house B2B product that analyzes best performing articles, authors and topics.

• Interviewed Editorial Department to gather qualitative data, conducted internal testing of existing M ordpress) and performed a competitive market analysis

• reated user ourneys, outlined parameters and features• Wireframed layout and interactivity• oordinated with Lead ull tack Developer

Chiara KnapmanUX Designer

604 - 704 - 5180chiaraknapman@gmail.com

Lead Graphic Designer May 2014 - July 2014Summit Tools, Burnaby, Canada

As a Graphic Designer at Summit Tools I produced graphics for marketing collateral such as outdoor signage, in-store media driven promotion, E Newsletters, social media, newspaper ads (Vancouver Sun, The Province and Le Journal de Montréal) and monthly flyers for high volume production.

Junior Interaction Designer June 2012 - December 2012Jostle Corporation, Vancouver, Canada

As a member of the User Experience Design Team I played a key role in ensuring software/web interface designs that are intuitive, compelling and elegant. I had the opportunity to collaborate closely with customers, product management, development and system architects to ensure the best possible customer engagement and user experiences. I participated in the detailing and enhancement of some design elements and lead the charge on others, working collaboratively in a team environment. I also had the opportunity to prototype and validate designs iteratively through observation in a customer environment.

Additional Key Contributions:

• Helped define & standardize user experience and usability best practices and methodologies• Created and managed detailed graphical assets and documentation• Wrote use cases and participated in QA• Translated the entire software to support Spanish• Conducted heuristic analysis• Contributed to the Jostle blog, social media and created visuals for sales and marketing materials

Volunteer ExperienceVancouver Chapter Lead Designer March 2016Women In Leadership Foundation, Vancouver, Canada

Women in Leadership is the only national women’s charity in Canada focused on bringing women together to advance women in leadership roles and empower the next generation. As the Lead Designer for Vancouver, I provided the organisation with assets and brainstormed ideas for upcoming events.

Art Therapist, Graphic/Web Designer and General Volunteer September 2001 - March 2014Kinvillage, Tsawwassen, Canada

EducationB.Des in Interaction DesignEmily Carr University, 2012

Ethical Conduct for Research (TCPS)Canadian Goverment

areer Prep. ertificate in MarketingSchool District No. 38

Skills• Adobe Creative Suite and Sketch• Developing i Apps, ontent Management

Systems and High Volume Websites• Wireframing, Prototyping & Technical

Documentation• Data analysis of Google Analytics and Adsense• with Machine Learning• Managing small teams• Team uilding and Mentoring• Experienced in Agile development process