User Experience and Product Design Portfolio

FERIDOON MALEKZADEH

UX DESIGN MANAGER

FULL SPECTRUM OF DESIGN EXPERIENCE

PRODUCTION * DESIGN * CONCEPT IDEATION / INNOVATION * PRODUCT DEFINITION * STRATEGY

2Feridoon Malekzadeh | Portfolio Presentation 3 August 2016

KEY SKILLS

Business requirements gathering and functionality definition

Project management, estimation and planning

Interface and interaction design/information architecture

Cross-platform multimedia development

User research and usability testing

Visual / graphic design

Rapid-prototyping

Languages: English (native), German (fluent), Spanish

(fluent), Persian (conversational), HTML (conversational)

RELEVANT EXPERIENCE

Experienced as a manager, strong as an individual

contributor

Goal-oriented individual with demonstrated leadership skills

Organized, highly motivated, and detail-directed problem

solver

Experienced in designing and managing the delivery of

global designs and specifications for local-market service

implementations

Ability to innovate and improvise with limited resources in

new situations

Proven ability to work with multi-disciplinary teams in all

phases of projects to develop functional and brand-led user

interfaces

Confident communicator with strong people-skills

3 August 2016FERIDOON MALEKADEH | UX Design Manager 3

RECENT WORK

SAMSUNG (2015-PRESENT)

SAMSUNG+ (OWNER’S HUB) SAMSUNG (2016)

Role: Design Lead, concept and ideation, creative direction

Description: I was brought on to help with the revamp of our loyalty app. Initially marketing focused, we were now looking to integrate customer service options into the app. I led the effort to simplify what had become a very bloated and confusing app (too many choices, poor IA, outdated visuals). Solution: I drafted a vision and defined the core use cases for Owner’s Hub. I then worked with an agency to deliver a streamlined, contemporary UI with a focus on educating customers, providing help and rewarding their loyalty.

Result: Samsung+ has garnered great user reviews and

jumped to a 4.0+ rating for the first time since its release a

year ago. More downloads (now over 10MM) along with

incredible retention (80%) along with more active and

engaged users than ever before! Now (2016) pre-loaded on

the Galaxy S6 and S7 devices, this is the little app that

could. Look for it in up-coming TV commercials.

Launched on March 31st, 2016 – The new Samsung+

3 August 2016Feridoon Malekzadeh | Portfolio Presentation 5

B e fo r e a n d A f t e r

OWNER’S HUBSAMSUNG (2014-2015)


CHEF COLLECTIONSAMSUNG (2014)

Role: Concept and ideation lead, creative direction

Description: Initially tasked with creating a simple “throw

away” app as part of a holiday promotion, I proposed a

larger concept which re-framed the tablet as cooking

appliance and leveraged the use case of meal preparation

as a means of tying all Chef Collection appliances together.

Solution: I presented a phased concept which leveraged

what was asked for as a stepping stone towards a holistic

approach to meal preparation. I influenced all aspects of the

product (brand, packaging, accessories) in order to create a

cohesive and intentional feel to the brand offering.

Result: Announced at CES2015, the holiday promotion soon

caught the attention of the Home Appliance team. The app

has been subsequently funded for global release and will be

preloaded on key devices in 2015/2016.


PROJECT SHOWCASE

PROCESS & STRATEGY // HANDS-ON DESIGN

PROCESS AND STRATEGY

Social Experience Design (2012)

Bing Homepage (2012)

10-4 Framework for OOBE (2011)

MyTouch (2010)

POV Process (2009)

Role: Creative direction, concept development, social

experience design

Challenge: To understand the value of social data for the

user when searching and to apply this in innovative ways to

our search use cases.

Solution: Together with my team, I defined a vision for

Bing+Social which envisioned a “baked in” perspective to

social data (as opposed to merely being bolted on to the

product).

Result: My vision and framework for using both social content

and interpreted social sentiment has influenced the pipeline

of ideas and features by providing clear direction for new

features while focusing experiences more on validated user

needs.

SOCIAL SEARCHBING/MICROSOFT (2013)

EARLY ITERATION OF BING SOCIAL SIDEBAR.


Role: Creative direction, concept development, decision

framework

Challenge: Redesign of the Bing homepage for full screen.

Praised by designers for its clean and uncluttered

presentation (and they wanted to keep it that way); Product

Managers complained with about “all the wasted space” and

quickly brainstormed ways to fill it. How to do both?

Solution: I partnered with the homepage PM, various feature

PMs and the head of the Editorial team and developed a

framework to align goals and requirements based on five

decision making criteria: brand impact, business outcome,

utility, friction and level of effort.

Result: The “Experience Score” removed the subjectivity from

the discussions and provided a shared and objective way of

making feature decisions for our flagship piece of UX.

BING HOMEPAGEBING/MICROSOFT (2012)

BING HOMEPAGE


Role: Creative direction, workshop facilitation, gathering

requirements

Challenge: Post launch studies of the MyTouch 3G Slide

revealed that our assumptions about how customers got

started with their device was flawed. Point solutions aimed at

simplifying this experience failed for lack of context and

misalignment in the hand-offs.

Solution: I started a grass-roots effort to take a holistic look

and approach to solving the OOBE and on-boarding

problem and introduced the timing framework we have been

using to date.

Result: My 10-4 framework has influenced several in flight

initiatives and has driven other products towards greater

alignment.

ON-BOARDING FRAMEWORKT-MOBILE USA (2011)


OOBE_governance-kickoff__FM.pptx

OOBE_governance-kickoff__FM.pptx

Role: design manager, information architect, art direction

Challenge: T-Mobile was looking to create a unique and

exclusive franchise device for its product portfolio. By

leveraging its investment in Android and the relationship with

HTC, the design team supported the product development

team to deliver a fully skinned UI and heavily customized

device experience.

Approach: As design manager, I led a team of 5-7 designers

through concept development, testing, prototyping,

specification, asset production and final delivery.

Result: Delivered the first of a series in uniquely

differentiated franchise devices while implementing a new,

agile, design engagement model and process (POV).

MYTOUCH 3G SLIDET-MOBILE USA (2010)

T-MOBILE MYTOUCH 3G SLIDE FROM HTC


Role: Senior Design Manager

Challenge: To integrate the design team earlier in the

product development process and facilitate buy-in on core

product and service user experiences.

Approach: I redefined the way the business engaged the

design team and drove us towards a new and highly

collaborative approach. The Design Point of View (POV)

process and document I defined has become the de facto

way of engaging design for product development at T-

Mobile. By applying the 80-20 rule, the design team could

focus on the key use cases responsible for the bulk of the

experience.

Result: Quicker decision making, more buy-in, less design

churn and a more efficient use of design resources overall.

DESIGN POV PROCESST-MOBILE USA (2009)


POV_Process_Draft_01.pptx

POV_Process_Draft_01.pptx

HANDS ON DESIGN

Toast (2011)

Android Common Customer Experience UX (2011)

PINK (aka KIN) / KIN OOBE (2008)

MS Live Search / Bing (2008)

Turbo Tax (2007)

TOAST SHOPPINGSAGA (2011)

Role: Design Lead, concept and ideation, prototyping

Description: I partnered with the founders of a locally-based

start-up on a product geared towards creating a social-

powered platform for peer-to-peer transactions. Trust,

inventory control and inline-transactions were all known issues

with competing products.

Solution: In a two-week period, I sketched and prototyped

the initial screens and flows for the E2E experience. I later

created all visual assets necessary for coding and was

involved in the review and bug-bashing of daily builds.

Result: Despite issues with the viability of the business model

for the service, we were approached by several highly

interested investors and later sold the proprietary APIs to a

3rd party.


COMMON CONSUMER EXPERIENCET-MOBILE USA (2011)

Role: Design Lead, concept and ideation, prototyping

Description: To resolve a stalemate between the devices and

the services team, I rallied a small team (2 designers, 1

researcher) to engage in a week of daily design sprints and

rapid prototyping.

Solution: Daily design sprints. Starting at the whiteboard in

the morning and ending with clickable screens in the

afternoon. Refinements were done incrementally. The goal

was to have something “working” at the end of each day.

Result: In under one week, my team delivered a wide array

of concept sketches, wireframes, and prototypes which

addressed the key pain points. The work we delivered

served as the reference design for what would eventually be

built a year later.


Role: Concept, IA, Interaction Design, Prototyping

Description: The KIN team approached frog to create a new

set of UI concepts to revisit their dichotomous ‘people vs.

objects’ paradigm. The goal was to create a UI which

integrated the individual and social use cases and create

collateral to present these concepts.

Solution: As a lead designer on the project, I helped push

the team to deliver several new innovative approaches.

Mercury was my offering, a radical and new interaction

approach based on building activities between the user and

their contacts and content.

Result: A new context based UI paradigm which

dramatically simplified options presented to the user by

focusing on likely actions (anticipatory design). End

deliverables included use cases, live wireframes, high fidelity

visual designs, experience video and companion booklets.

MERCURY UI CONCEPT KIN/MICROSOFT (2008)


Pink_Wireframes__MercuryUI_v03.pptx

Pink_Wireframes__MercuryUI_v03.pptx

MERCURY UI CONCEPTKIN/MICROSOFT (2008)

Contextual, relationship based interaction model “paired down” the

complexity of features we needed to show to the user.


Role: Concept, Use Cases, IA, Interaction Design, Prototyping

Description: The KIN team approached frog about defining

an on-boarding experience which would quickly result in a

highly personalized device regardless of a facilitated or

non-facilitated set up experience with the phone.

Solution: Delivered animated wireframes which walked

through the key on-boarding use cases. Proposed solution

supported quick, 5-minute personalization (e.g. pictures,

feeds and tweets from friends) as opposed to mere

customization (e.g. picking wallpaper).

Result: As lead on the project, I helped drive the definition of

the on-boarding 3+3+3 framework (user activities to be

completed in the first 3 minutes, 3 hours and 3 days with the

phone) and proposed channel agnostic OOBE solution.

UNIVERSAL OOBE UXKIN/MICROSOFT (2009)


On-Device_OOBE_Wireframes__sample.pptx

On-Device_OOBE_Wireframes__sample.pptx

Role: Creative Director, IA, Interaction Design, Persona

development, Prototyping

Description: The Microsoft Search team approached frog

about pulling together a demo which would push the

boundaries of the search experience and pitch a vision for

the (near) future.

Solution: I created a “category focused usage” concept

and led a small team of designers to create a robust

Silverlight prototype for executive level presentations.

Result: The vision demo created by the team was used to

uncover service and enabler needs and inform technology

decisions.

SEARCH VISION DEMO BING/MICROSOFT (2008)


Role: Lead IA and Interaction Designer

Description: Intuit was looking for a new design layout to

make its large tax knowledgebase more discoverable and

accessible for customers. It also needed to drive care calls

down by redirecting customers to the options on the web.

Solution: Through a system of progressively revealing

contact options to customers, my solution drove dramatic

traffic to the available content on the web. I proposed a

quick and efficient way of navigating the FAQ content

which is still being used today.

Result: increased efficiency in finding help content, calls to

care reduced.

TURBOTAX SUPPORTFROG DESIGN (2007)


“The Solutionator”

Main navigation UI

used for drilling

down through site

content taxonomy.

Robust Content Display:

Articles display ‘sister leaves’

in order to provide in-

context, relevant options for

related content.

Increased Error Tolerance

Smarter process flow increases visibility of relevant

support options as well as ensure routing to proper

support channels.





ALL DONE.FERIDOON MALEKZADEHhttp://feridoon.malekzadeh.net

[email protected]

+1 (206) 832 6296