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"I will always bring order to your chaos."

Project: IDF Bootcamp Project - e-Cocktails

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What was the problem?

Cocktail lovers, who desire a cocktail at any given time, need a way to quickly find convenient locations which serve high quality drinks at an affordable price in the least amount of time regardless if they are drinking alone or with family/ friends.

What was my purpose?

To devise a streamlined experience which proactively assists users in quickly finding the nearest place which offers their cocktail of choice at their desired time of choice.

What were the test results?

Coming soon...

Techniques Used:

Surveys, Interviews, Thematic Analysis, Personas, Customer Journeys, Sketching, Wireframes

Applications Used:

Google Drive (Forms, Docs, Sheets, PPT), Axure RP, Slack, Zoom

Project: IDF Bootcamp & BrainStation - GearHeads

Sitemap

What was the problem?

Musical enthusiasts, who venture to brick-and-mortar stores with the goal of learning about or purchasing a musical instrument frequently encountering challenges with: limited freedom and serenity to explore the catalog given the potential size of the environment and/or crowd; limited time to test and/or ask questions to sales reps in the event that they are present/ available; and limited time or even permission (COVID) to actually go-to-the store;

What was my purpose?

To design an experience which allows users to browse a vast catalog of musical instruments, as well as, several relevant components; where they can swap and compare components which influence the sound and playability of the instrument and receive real-time online support to guide them to create and purchase a customized instrument which is not only cost-effective but also fits their musical style and personality.

What were the test results?

  • Iteration 1: Missing certain 'clickable' identifiers for expected call-to-actions related to page-by-page navigation.
  • Iteration 2: Component 'compare' and 'swap' controls were not intuitive enough for users to accomplish intended goals.

Technique Used:

Surveys, Interviews, Wireframes, SWOT, Risk Mitigation, KANO Model, Lean Canvas

Applications Used:

Google Drive (Forms, Docs, Sheets, PPT), Axure RP, Slack, Zoom

Project: Scholastic User Feedback Dashboard

Dashboard: Google Sheet

What was the problem?

As the business unit which governed the company’s primary eCommerce experience, ‘Reading Club’ was without a process of accumulating cross-channel user feedback/comments, and did not cater to the concept of ‘thematic analysis’ as a viable research technique to better identity and isolate common themes across these channels.

What was my purpose?

As a Scrum Product Owner and advocate of Experience Design, my goals were:

  • To first unify and identify persons from customer service, as well as, marketing who take ownership of capturing feedback from: the web survey platform, a facebook group, an instagram account, incoming phone calls, as well as, incoming emails.
  • Create a centralized repository for them to quickly albeit easily ‘dump’ this data so I can review, organize and automatically generate infographics which looked at various aspects of user challenges i.e. time/date, user role, device, browser, actual user statement, customer service response, and priority level.
  • Meet the team on a weekly basis, to review any recent user feedback and apply current or new themes (labels) to more efficiently categorize the feedback. As a result, this qualitative data analysis would automatically appear in different dimensions in the more complex infographic.
  • Constantly, Identify and prioritize features related to enhancements or new interactions - to eventually share with my agile development team - which would alleviate the user challenges.
  • Present leadership with a PowerPoint summary of the issues on a bi-weekly basis.

What were the test results?

  • Iteration 1: Refined the sheet to better match the natural flow of the team members who were responsible for entering the data
  • Iteration (all): Constantly add, remove or adjust theme (label) names to better match the intent of users who interact with the web experience.

Technique Used:

Thematic Analysis, FlowCharts, Customer Journeys, Wireframes, Product Roadmap, MosCow, Prioritization Matrix, (Innovation Sweet Spot)

Applications Used:

Google Drive (Forms, Docs, Sheets, PPT, Meet), Axure RP, Microsoft Visio, JIRA, Confluence

Project: Scholastic Classroom Essentials Catalog

Sitemap

What was the problem?

For years, the Canadian educators have been relying on either physical order forms or a basic html form to enter the unique item numbers for any classroom-specific related resources which they desire and submit those orders to the order-fulfillment system. Scholastic was looking to implement an enhanced eCommerce experience for both educators and non-educators e.g. parents, children, extended family etc.

What was my purpose?

As a Scrum Product Owner and advocate of Experience Design, my goals were:

  • To facilitate brainstorming sessions with various business stakeholders to capture business, content and data requirements needed to create the experience.
  • To collaborate with designers and agile scrum teams to communicate the requirements and direct them into building that experience.
  • To provide further analysis on cross-channel user feedback (web, phone, email, social) - As the sole advocate for UX design - as well as adobe analytics to further understand ongoing post-launch user challenges, and continually enhance the experience to meet those needs of a varied audience.

What were the test results?

  • Navigation is described as confusing, overwhelming, intimidating.
  • Challenging navigating from product details to specific point in search results.
  • Business context of content does not relate to user context.
  • Lack of meaningful filters to refine search results or collections.
  • Users want to review their rewards history on the site.
  • Communication of inventory availability, order status, rewards history, saved cart changes is severely lacking.
  • Experience is missing several baseline eCommerce features expected by users..

What was the impact?

  • Constant decrease with incoming phone calls to customer service.
  • Constant decrease with incoming emails to customer service.
  • Constant decrease with negative feedback on social media.
  • Increase in findability of content related to user intent and key utility features/pages.
  • Steady increase to conversion and of course, revenue.

Techniques Used:

Thematic Analysis, Sketching, Thematic Analysis, FlowCharts, Customer Journeys, Wireframes, Product Roadmap, MosCow, Prioritization Matrix, (Innovation Sweet Spot)

Applications Used:

SalesForce Commerce Cloud: DemandWare, Microsoft Office, Visio, Outlook, Google Drive (Sheets, PowerPoint), JIRA, Confluence, Axure RP, Google Analytics, Adobe Analytics

Project: Scholastic Book Fairs 'Great Journey'

Wireframe

What was the problem?

Users who host 1 or more ‘Book Fairs’ events at their school usually undergo a step-by-step email journey (process) which supports the planning, execution and follow-up for each fair. This journey consisted of 10+ ‘1 size fits all’ steps (emails) which was starting to overwhelm many users, especially those that host multiple fairs per year.

What was my purpose?

To analyze the feedback from users and business stakeholders (marketing, sales, customer service); and design a more streamlined journey where the amount of steps relies on the intent of different user personas.

What were the test results?

Sales Reps. reported greater increase in event registrations and user reciprocation during the first 3 - 6 months after launch.

What was the impact?

  • Increase in user (Book Fairs Chairperson) acquisition with Event registration.
  • Increase in participation throughout the pre-event email journey.
  • Increase in downloads for key digital resources which aid in preparation of Events.
  • Decrease with incoming phone calls to sales representatives.

Techniques Used:

Personas, Customer Journeys, Wireframes

Applications Used:

Google Drive (Sheets), AS400, JIRA, Confluence, Axure RP, Adobe Analytics, Outlook,

Project: LoyaltyOne (AIRMILES)

Use Case

What was the problem?

AIRMILES users i.e. Collectors constantly capture/collect loyalty points (rewards) with the hope of using them to purchase products, or unique travel packages from within the eCommerce experience. That said experience required a complete overall from a front and back-end perspective in order to present users with a more modern cross-channel, multi-device experience with additional features allowing them to apply their rewards in various ways i.e. transform into cash, apply/combine unique offers and even buy, sell or send them to other users as a gift.

What was my purpose?

  • To facilitate brainstorming sessions with various business stakeholders to capture functional spec and data requirements needed to continually enhance the web experience.
  • To partner with development teams to implement several prioritized features which enhanced not just the online experience but also the various systems which govern that experience.

What was the impact?

  • Captured up to 80% of user interactions with offers due to implementation of a data model which tagged data related to: customers, web pages, and offers.
  • Gradual decrease in feature delivery time due to detailed specs.
  • More efficient test cases and efforts due to detailed specs.
  • Increase in quality and communication due to implementation of scrum.

Techniques Used:

Functional Specs, Business Requirements Docs, User Stories, BDD, Process Flowcharts, Entity Relationship Diagrams, Use Cases, User Acceptance Testing, Content Management, SWOT, Capability Gap Analysis.

Applications Used:

Oracle ATG Web Commerce, IBM Coremetrics, Endeca Experience Manager, Microsoft Office, JIRA, Confluence.

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