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User Experience Lead, Information Architect & UX/Usability Consultant
Bryan Daniel
UX
For a successful customer experience (emerging device, enterprise application, web
marketing or web app project), you need someone who can
•Collaborate closely in an Agile Definition team and with a Delivery team to ensure that the desired user experience is delivered!
• Effectively translate “the ask” and requirements of the Business to IT & Creative…
• Elicit and elaborate the user stories: needs, tasks and goals of the user …
•Guide and collaborate with the Agile team stakeholders with the Business owners
utilizing best practices and thought leadership…
•Define the user experience with user stories, wireframes, mockups, prototypes, style guides & supporting documentation…
I’m that someone
Bridging the Gap
• Systematically research the user’s needs and become their advocate…
2
ContentsRemote Work Case Studies & Work Product
Nissan Landing Pages – UX Architect & Program MgrCDE Site Discovery & Recommendations – UX Lead,
Business AnalystUnited Heath Group Salesforce.com Usability Audit & Recommendations
– Usability Lead, Business AnalystAT&T Mobility, Customer Digital Experience – Business
Analyst CapabilitiesTypical Deliverables
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NissanCase Study and Work Product
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Nissan Landing PagesChallenge
• Worked 98% remotely from home in Arlington, TX• As User Experience Architect and Program Manager
o Overcome subterfuge of incumbent ‘agency of record’ that had originally produced corporate site and woefully inadequate initial version of landing pages
o Lead the geo-dispersed, multi-discipline team to redesign the user experience from the ground up
o Leverage a User-centered design approach in a retail environmento Bring a production partner to the table before budget was approvedo Conduct best practices and competitive researcho Optimize landing pages for search engines
• The Nissan landing pages had to be brought up to be competitive with other major automotive OEMs who had previously deployed sophisticated online shopping environments
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Nissan Landing PagesGoal
• Produce a vastly improved user experience that is best practices-driven
• Integrating a wide range of stakeholder input
• Drive consumers further down the buying funnel
• Increase online leads
• Increase online lead conversion
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Nissan Landing PagesResults
• Significant increases in performance of the landing pages for Fiscal Year 2009 over FY08
• Lead requests up 307% in FY08
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Nissan Landing PagesResults
Lead Requests
+307.59%
Actions +110.60%
CPA + 5.56%
Impressions +110.24%
Clicks +214.99%
Click-through rate +49.83%
8
Nissan Landing PagesChallenge• Existing user
experience was exceptionally poor
• Retail shopping suspects and prospects were not being moved further down the buying funnel
• Users’ needs, tasks and goals were highly neglected
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Nissan Landing Pages
“On behalf of our Zimmerman Nissan Division, I want to THANK YOU for your dedication and relentless hard work to see this project come to life. From initial responses, it is our understanding that Nissan is very pleased. I think that in coming days and weeks we will hear more and I am confident we will get nothing but positive feedback.
I have been building websites and technical applications for 15 years and this is, hands down, the smoothest, under pressure project I have
been part of.”Brandon Rowe - Interactive Account Director
Nissan Division, Zimmerman Advertising
Impressions +110.24%
Clicks +214.99%
Click-through rate +49.83%
Lead Requests
+307.59%
Actions +110.60%
CPA + 5.56%
Client’s post-launch comment:
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DeliverablesUser experience design
• Initial user experience and interaction design• Landing page user experience best practices
research • Collaboration with Zimmerman Creative Director
and Copywriter• Direction and coaching with Zimmerman Creative
Director and Copywriter• Interaction Design• Recommendations for Nissan landing pages
design of user experience • Default page• Segment level• Product level• Hispanic
• Initial Information architecture and site map• Mockups • Working wireframes development• Preparation of wireframes and recommendations
for client review• Collaboration for formalization of wireframes and
IA• User scenarios and user flows• Evaluation of final wireframes
Nissan Landing Pages
Business Analyst
• Business requirements development• Functional requirements development• Writing & PowerPoint development for initial
presentation to VP of Strategy at Zimmerman (Francisco)
• Presentation to VP of Strategy at Zimmerman• Writing & PowerPoint development for initial
presentation to Nissan client: Sr. Manager, Regional Marketing
• Competitive research and documentation• Presentation and interview content writing &
PowerPoint development to Nissan stakeholders• Presentation and interview content writing &
PowerPoint development to Omnicom and vendor partner stakeholders
• Conduct interviews with Nissan corporate stakeholders
• Conduct interviews with Nissan Regional and field marketing stakeholders
• Conduct interviews with Nissan vendor partner and agency stakeholders
• Collate and analyze interview responses• Final interview responses report
11
Nissan Landing PagesDeliverablesProgram Manager • Charged with management-level decisions for
entire project• Embedded (as a contractor) on Account
Management team as Producer for the project• Championed new focus on user experience for
redesign• Conceptualization for information architecture
for redesign pages• Direct client-facing responsibilities: in-person,
on the phone and email• Direction and management of vendor partners’
project managers• Project planning and management of Master
project plan across four vendors and Zimmerman team members
• Executive-level communication and correspondence
• Coordination and communication with team members across a wide geography and 4 time zones: Los Angeles, Minneapolis, Chicago, Austin, Dallas, New York City, Nashville, Raleigh, NC, Washington, DC, Ft. Lauderdale
• Discovery and coordination of issues driving Online Media planning
• Discovery and coordination of issues/decisions driving Zip code processing application
• Recommendation of Production partner for engagement
• Information architecture (finalized)• Redesigned pages production: Flash & DHTML• Zip code processor application development• Content Management System (CMS)• Evaluation and recommendation of SEO
partner• Development of presentation to Nissan client • Training and certification in client’s CMS• Travel to Nashville, TN for client presentation• Research, recommendation and engagement
of User Experience/Usability testing partner• Evaluation of working wireframes• Usability testing• Research and acquisition of databases for Zip
code processing application• Presentation to Nissan client• Negotiation, conflict and resolution
management with vendor partners on scheduling and resource-related issues
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Deliverables
Project Manager
• Direction, management and coordination of vendor partners• Landing page production and Zip code processor application
development• CMS re-architecture• SEO coordination• User experience & Usability testing• Client-interface with Nissan client for coordination and discovery• Technical coordination, and discovery with Nissan interactive
agency vendor• Presentation to Nissan interactive agency vendor• Interface with Nissan interactive agency vendor for landing pages
hosting migration• QA of Zip processor application in staging and live environments• QA of landing pages in staging and live environments• Coordination, scheduling documentation and reporting of client
and vendor web meetings• Direction, collaboration and coordination with Zimmerman team
members• QA of application and web pages
Nissan Landing Pages
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Center for Development Excellence
Case Study and Work Product
14
CDE UX Discovery & Recommendations
Working on client site for 3 days and then remotely from home
in Arlington, TX for 5 weeks, as User Experience Strategist,
employing a user-centered design approach, a discovery
process of interviews and site analysis to document current
stakeholder, company and user needs, to establish user
profiles and strategic direction as drivers for final
recommendations.• UX best practices • System Architecture
• Engagement Strategy • Content Management System
• Card Sorting • Email Service Provider
• Content Strategy • Mobile user experience
Challenge
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CDE UX Discovery & RecommendationsGoal: Client requirements gathering, assess current user experience and navigation, then make recommendations for improvements to user experience and site‘s information architecture. Recommendations for integration of third-party eCommerce, marketing and online training applications with traditional online and mobile considerations for primarily non-domestic delivery.
• User experience analysis of www.cderesources.com
• Facilitated and conducted • Content analysis and card-sorting• User interviews and workshops• User task analysis• Analysis of user interviews
• Recommendations for user engagement and content strategy
• Final recommendations documentation and presentation
• Requirements gathering and documentation
• Initially acting in BA role & transitioned to UX Designer role• CDE Critical Success Factors• General Requirements• Marketing and Email Requirements• E-Commerce Requirements• Content Management System Requirements• Course Management Requirements• Mobile Requirements
• High-level architecture
16
Deliverables
CDE Site ResearchDeliverables
17
Discovery & Card Sorting
# Primary Function Description1 Site Registration Encourages the user to engage with CDE to opt-in for access to current and future unique information.
Streamlines the registration and purchase process.
2 Training & Courses CDE Seminars registration for:• Master's Certificate Program• USAID Seminars• CDE e-Learning modules• Events
3 About CDE Description of: • CDE• It’s history • It’s mission
4 Resources • Local Compensation Plans• White papers• Internet References• Software • Subscription Newsletter
5 Testimonials Testimonials from former training participants about:• How the CDE training courses helped them enhance the capacity of their organization’s local development
practitioners.• How they are now better positioned to bid on, win, and implement donor assistance projects.
6 Shopping Cart Functionality that allows the user to select one or multiple courses and/or items (Books, content subscriptions, etc.) and offers options to purchase the selected items. Displays discounts and total charges.
7 Careers (Future) Offering job opening postings and career development resource content, either through a strategic partnership with an organization such as Devex or with originally developed content.
8 Blog The CDE blog, usually maintained by an individual, provides regular entries of commentary, descriptions of events and will provide news on a particular subject. It will need to be determined if the CDE blog will enable the readers to leave comments in an interactive format as part of the blog.
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Deliverables
CDE Site RecommendationsDeliverables
19
CDE Site RecommendationsDeliverables
20
Proposed Home Page WireframeDeliverables
# Primary Function1 Site Registration
2 Training and Courses
3 About CDE
4 Resources
5 Testimonials
6 Shopping Cart
7 Careers (Future)
8 Blog (Exists on Current Site)
9 MyCDE
10 NavLinks
11 Development News (Future)
12 Promotional Area (Future)
13 Logo – Links to Home
14 Header Graphic
10
72 4 11
12
1413
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2 3 5 8 4 9
6 1
CDE Web Site ArchitectureDeliverables
Initial Recommended State
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Defined architectureand UX to completely redesign CDEhome.org to create a position of de facto leadership and deploy a sophisticated eCommerce environment to build a strong revenue generator.
CDE Web Site Architecture
Deliverables Recommended Future System State
Future architecturestate recommended to deploy a sophisticated eCommerce environment, to include:
•CRM•eCommerce•eLearning Mgmt System•Automated Email System•CMS•Registration
System•Consolidated Db
23
United HealthCare
Group
Case Study and Work Product
24
UHG Salesforce.com Usability AuditChallenge
Working from agency’s office in Frisco, TX and from home in
Arlington, TX, as User Experience consultant, conducted a
discovery process of interviews and page-by-page app
analysis to document current state of Salesforce.com
custom implementation, as well as user needs, to establish
tactical and strategic direction as basis for
recommendations.• UX Design Approach presentation • Page-by-Page Application Analysis
• Global Recommendations• Wireframes to support
recommendations
• Glossary of Terms• Usability & Navigation
recommendations
• Page & Navigation Mockups• Quick hits & Long-term
recommendations
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Salesforce.com Usability RecommedationsGlobal recommendations for UHG Salesforce.com
• Global Tutor• Page titles• Labeling• Above the Fold• Header issue• Primary Navigation• Global navigation• Chatter widget
26
UHG Salesforce.com RecommendationsPage-by-Page analysis and Recommendations
• Annotated and numbered comments• Quick win: Enhancements or
improvements that can be implemented quickly
• Long-term win: Enhancements or improvements that will require significant lead time to implement Header issue
• Substandard usability notated: User experience needs immediate attention
• Less than optimal usability notated: User experience needs attention
• Great usability notated: Strong user experience.
• Good usability notated: Positive user experience.
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UHG Salesforce.com RecommendationsSupporting Wireframes
• Recommended wireframes development
• To illustrate recommendations, rapidly produced wireframes with page state change
• Detailed Notated wireframes
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UHG Salesforce.com RecommendationsGlossary of Terms & Legend
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UHG Salesforce.com - UX Design ApproachUX Design Approach presentation
• Scope did not include user research
• Recommended developing presentation for client education
• Rapidly produced presentation with sources and samples that I provided
30
AT&TMobility
Case Study and Work Product
31
AT&T MobilityChallenge
With all our clients in Atlanta, GA offices, worked remotely from
AT&T’s offices in Plano, TX and Richardson, TX and occasionally
from home in Arlington, TX, as a Business Analyst from CGI
embedded on team, involved as e-Commerce team member.
Role
eCommerce Business analyst for AT&T Mobility Customer Digital
Experience team, for service & support web and mobile
applications
32
AT&T Mobility eCom Business AnalystActivities• Worked with business clients in Altanta, GA
offfices• System requirements/Content matrix (CMX)
support for multiple AT&T Wireless Support applications via analyzing existing business requirements
• Formal Agile team and Scrum training• Content matrix (CMX ) Subject Matter Expert
(SME) for Business Requirement team• Conducted training for CMX preparation,
development and maintenance for Business Requirement team members in Atlanta, Dallas and Bothell, WA
• Interviewed multiple SMEs, technical and business stakeholders for content and detailed business rule development within ATT.com support domain
• Wireframe/HTML development/review process/iteration process with Customer Experience Team (CXT) across multiple time zones and geographies
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Deliverables• Formal Agile team and Scrum training• Content matrix (CMX ) Subject Matter Expert
(SME) for Business Requirement team• Conducted training for CMX preparation,
development and maintenance for Business Requirement team members in Atlanta, Dallas and Bothell, WA
• System requirements/Content matrix (CMX) support for multiple AT&T Wireless Support applications via analyzing existing business requirements
• Interviewed multiple SMEs, technical and business stakeholders for content and detailed business rule development within ATT.com support domain
• Wireframe/HTML development/review process/iteration process with Customer Experience Team (CXT) across multiple time zones and geographies
Bryan DanielUX Design CapabilitiesUX
34
UX CapabilitiesProduct Development
Using User-Centered Design methodology incorporating online user behavior, user research, usability, information architecture, editorial consulting, accessibility, visual design, interaction design, and animation
Understands Business DriversQuickly understands project business drivers and objectives to
synthesize effective solutions within scope
Visual DesignCreative direction, creative development, copywriting,
collaborating and managing User Interface visual design teams
Expert resource management Project management timeline development, time management,
writing and presentation skills
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CapabilitiesFast-Paced
Demonstrated success in a fast-paced, interactive-agency-style environment including JWT and Tribal DDB
Best practicesHands-on experience applying digital marketing best practices,
including Web 2.0, SEO to produce effective online campaigns
CreateNatural and proven ability to articulate and develop and/or
elaborate on creative concepts and visualizations
InnovateNew concept and idea innovation for clients and senior
management (agency leadership and client senior management)
Measure Define and measure success metrics to demonstrate UX ROI on
client engagements
Translate Ability to translate technical concepts to a non-technical audience
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CapabilitiesCommunicate
Stakeholder communication with internal and client contacts at all levels of an organization
ArticulateClear, compelling concept, sales & status presentations
EstimateAssess scope and level of effort for new projects
PassionateA passion for user engagement strategies
RelateAbility to build both internal and external cross-functional
relationships and collaborate closely with team members, managers, and executives across the enterprise
Medicate(okay, it’s the only word that fit with my theme)
Pharma & Healthcare experience with Eli Lily, P&G Pharma, Campbell-Wilson Consulting
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Bryan DanielTypical DeliverablesUX
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UX DeliverablesTypical UX deliverables:
Requirements Gathering – BRD & FRD User interviews, workshops and analysis User-centered design consulting Stakeholder interviews & workshops Persona creation & documentation Usability & User Experience Audits User Story development & grooming Initial UX concepts Wireframe development High fidelity mockups and/or prototypes
39
UX DeliverablesTypical UX deliverables continued:
Content strategy Content matrix for CMS Task analysis Card sorting exercises Application flow and navigation UI specification documentation User flow development and documentation Mind mapping SEO consulting Consultation for Creative, UI & IS Development
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