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<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<title>Miguel Angel Perez</title>
<link rel="stylesheet" href="assets/normalize.css">
<link rel="stylesheet" href="assets/style.css">
<link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Lato">
</head>
<body class="">
<div class="wrapper">
<nav class="nav">
<h1 class="nav__name">Miguel.Design</h1>
<ul class="nav__links">
<li><a href="https://www.linkedin.com/in/miguelux/" target="_blank">LinkedIn Profile</a></li>
<li><a href="/assets/mperezResume.pdf" target="_blank">Download Resume</a></li>
<li><a href="/assets/mperezPortfolio.pdf" target="_blank">Download Portfolio</a></li>
</ul>
</nav>
<section class="about">
<div class="about__img"><img src="/assets/efencea.png" alt=""></div>
<p class="about__txt">My career as a designer and technologist began at 16, with the development of the independent video game Efencea. Self-taught following my early graduation from high school, my 15 years of industry experience have included diverse roles, such as developing B2B healthcare technology and DTC hardware for pets.</p>
</section>
<section class="casestudies">
<article class="casestudies__article" data-target="carsharing">
<p class="casestudies__img"><img src="/assets/work1.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Finding the perfect rental car for your trip</h1>
<p class="casestudies__sub-title">Design Research Enables Company to Craft Engaging Campaigns</p>
</div>
</article>
<article class="casestudies__article" data-target="architecture">
<p class="casestudies__img"><img src="/assets/work2.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Discovering optimal blueprints for modular builds</h1>
<p class="casestudies__sub-title">Leveraging Generative Design Tech for Industrialized Construction</p>
</div>
</article>
<article class="casestudies__article" data-target="distribution">
<p class="casestudies__img"><img src="/assets/work3.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Creating networks of self-sufficient IT sales teams</h1>
<p class="casestudies__sub-title">Developing a Profitable Software Roadmap for an Electronics Company</p>
</div>
</article>
<article class="casestudies__article" data-target="hardware">
<p class="casestudies__img"><img src="/assets/work4.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Tracking the location of flight-risk pets outdoors</h1>
<p class="casestudies__sub-title">Uncovering Insights to Drive Growth for Wearable Tech Products in Pet Care</p>
</div>
</article>
<article class="casestudies__article" data-target="healthcare">
<p class="casestudies__img"><img src="/assets/work5.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Founding a design center of excellence</h1>
<p class="casestudies__sub-title">Healthcare Solutions Provider Leverages Human-centered Design Org-wide</p>
</div>
</article>
<article class="casestudies__article" data-target="government">
<p class="casestudies__img"><img src="/assets/work6.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Organizing community efforts using open data</h1>
<p class="casestudies__sub-title">The City of Philadelphia Works Toward Accessible Open Data</p>
</div>
</article>
<article class="casestudies__article" data-target="travel">
<p class="casestudies__img"><img src="/assets/work7.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Planning trips to music festivals with friends</h1>
<p class="casestudies__sub-title">Event Operations Company Enters Adjacent Market with Digital Product</p>
</div>
</article>
<article class="casestudies__article" data-target="food">
<p class="casestudies__img"><img src="/assets/work8.png" alt=""></p>
<div class="casestudies__scrim">
<h1 class="casestudies__title">Curating healthy snacks for you and your family</h1>
<p class="casestudies__sub-title">Design Leads to 60% Increase in Sign-Ups for Snack Subscription Service</p>
</div>
</article>
</section>
<section class="logos">
<img src="/assets/logo1.png" height="20" alt="logo">
<img src="/assets/logo2.png" height="20" alt="logo">
<img src="/assets/logo3.png" height="20" alt="logo">
<img src="/assets/logo4.png" height="20" alt="logo">
<img src="/assets/logo5.png" height="20" alt="logo">
<img src="/assets/logo6.png" height="20" alt="logo">
</section>
<section class="recs">
<div class="recs__samples">
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
Because of his tenacity, and attention to detail, we were able to take an enterprise application from ideation to
release in under 6 months.
</p>
</blockquote>
<figcaption>—<cite>Senior User Interface Designer at Arrow Electronics</cite></figcaption>
</figure>
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
He is very engaging, approachable, and we trusted him to interview our customers on our behalf to get a true unbiased
voice-of-the-customer
</p>
</blockquote>
<figcaption>—<cite>Director Of Business Operations at Arrow Electronics</cite></figcaption>
</figure>
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
Miguel is a strong visionary with tremendous intelligence and high EQ. His passion and curiosity are contagious and
energizing
</p>
</blockquote>
<figcaption>—<cite>Senior Design Strategy Director at Inovalon</cite></figcaption>
</figure>
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
His enthusiasm and high energy got everyone so excited to come to work everyday to help to further achieve our team
goals
</p>
</blockquote>
<figcaption>—<cite>Coordinator, Digital Initiatives at CID Entertainment</cite></figcaption>
</figure>
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
Miguel is a transformative force multiplier, who is able to guide through vision, tactical execution, and a personal
example of what is possible
</p>
</blockquote>
<figcaption>—<cite>VP of Software and Data Analytics at Avalere Health</cite></figcaption>
</figure>
<figure class="recs__figure">
<blockquote cite="https://www.linkedin.com/in/miguelux/details/recommendations">
<p>
Miguel's eagerness to jump in, connect with users, evaluate their needs and ensure that the product solves their biggest
problems is useful for businesses at any stage
</p>
</blockquote>
<figcaption>—<cite>Director of Product Management at Curadora</cite></figcaption>
</figure>
</div>
</section>
<footer class="footer">
<a class="footer__img"><img src="/assets/UX-Certified-NNg.png" alt="cert"></a>
<div class="footer__text">
<p>I live and work from the ancestral and unceded territories of the Tocobaga and Seminole peoples in Tampa Bay, USA.
</p>
<p class="footer__copy">© 2023 Miguel Ángel Pérez. All rights reserved.</p>
</div>
</footer>
<div id="carsharing" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work1alt.png" alt="">
<h1 class="dialog__title">Finding the perfect rental car for your trip</h1>
<p class="dialog__sub-title">Design Research Enables Car-Sharing Company to Craft Engaging Campaigns</p>
<div class="dialog__body">
<p>Design research proved to be essential for the success of a car-sharing company's marketing strategy. By conducting
online multivariant tests and listening sessions with target audiences, we identified key insights that allowed the team
to develop creative briefs and establish a repeatable methodology for evaluating future marketing campaigns.</p>
<figure>
<p><video class="blockimg" src="/assets/carsharing-before.mp4" controls></video></p>
<figcaption>One of the TVCs from the previous campaign used as baseline for the research</figcaption>
</figure>
<p>I led the team in identifying essential insights that allowed the car-sharing company to develop more engaging, resonant
campaigns through generative and evaluative methods. The research began with an online multivariant test that measured
the previous campaign's appeal, relevance, clarity, and fit. Then, I led listening sessions with participants
representing the company's target audience. We found that for most travelers, finding a car that is the right size is
more important than the luxury features of the vehicle. Furthermore, last-minute reservation changes and vague car
descriptions on rental websites restrict customers' ability to choose precisely which car they rent.</p>
<figure>
<p><img class="blockimg" src="/assets/carsharing-1.png" alt=""></p>
<figcaption>I compiled learnings from the monadic tests and in-depth interviews into a report</figcaption>
</figure>
<p>Armed with this research, we produced a creative brief for the car-sharing company's art team that was human-centered
and data-informed. Through the project, I established a repeatable methodology for evaluating new marketing campaigns,
so the company can continue to develop its brand in ways that resonate with its target audience.</p>
<figure>
<p><video class="blockimg" src="/assets/carsharing-after.mp4" controls></video></p>
<figcaption>A new television commercial based on the learnings from the research</figcaption>
</figure>
</div>
</div>
</div>
<div id="architecture" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work2alt.png" alt="">
<h1 class="dialog__title">Discovering optimal blueprints for modular builds</h1>
<p class="dialog__sub-title">Leveraging Generative Design Technology for Industrialized Construction</p>
<div class="dialog__body">
<p>My team coded audio recordings of interviews to identify and storyboard how construction engineers and architects could
leverage AI techniques in their current workflows. The team then proceeded to co-create future state scenarios to
prototype the user experience, eventually creating wireframes and illustrations which provided a clear vision of the
potential of their design technology.</p>
<figure>
<p><img class="blockimg" src="/assets/architecture-1.png" alt=""></p>
<figcaption>I used an online whiteboard as a living document to gain alignment</figcaption>
</figure>
<p>In today's construction market, firms are challenged to explore new and innovative ways to design modular homes. This
need has led to a demand for generative design tools. A leading design software provider faced this challenge and needed
a way to leverage its breakthroughs in AI to help architects develop modular designs for industrialized construction. By
the end of the project, the team realized a strategic opportunity to integrate the new features within the existing
application of a recently acquired platform.</p>
<figure>
<p><img class="blockimg" src="/assets/architecture-2.png" alt=""></p>
<figcaption>Interviews with workers on the factory floor were coded, categorized, and turned into themes</figcaption>
</figure>
<p>I started the project by virtually heading back to the floor of the industrialized construction factory through audio
recordings of interviews conducted by the client. I then coded, categorized, and identified themes to understand the
construction engineers' needs at the level of specificity required for designing new user interfaces. With this
research, I created a storyboard of the current state and allowed the team to identify where their technological
advances could fit into existing workflows.</p>
<figure>
<p><img class="blockimg" src="/assets/architecture-3.png" alt=""></p>
<figcaption>Wireframes based on how generative AI could fit within the workflow of architechs</figcaption>
</figure>
<p>I led the team in brainstorming future state scenarios to prototype the user experience in low fidelity. After gaining
alignment, I moved the team to a higher level of fidelity by creating wireframes and illustrating the future state
scenario. As a team, we created a clear vision of the future grounded in the real needs of architects combined with the
extraordinary potential of their design technology product.</p>
<figure>
<p><img class="blockimg" src="/assets/architecture-4.png" alt=""></p>
<figcaption>Wireframes that show the overall navigation and interactions with the app</figcaption>
</figure>
</div>
</div>
</div>
<div id="distribution" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work3alt.png" alt="">
<h1 class="dialog__title">Creating networks of self-sufficient IT sales teams</h1>
<p class="dialog__sub-title">Developing a Profitable Software Roadmap for an Electronics Company</p>
<div class="dialog__body">
<p>An electronics distribution company hired me to develop a software development roadmap for the coming year. My team and
I interviewed stakeholders, discovered personas, and created journey maps and user interface prototypes linked to an
Atomic Research Repository. We identified design opportunities and co-created a product roadmap with executive
leadership to improve the customer experience and drive profitability through automation and self-service.</p>
<p>The electronics distribution company wanted to improve the customer experience and drive profitability through
automation and self-service. The big challenge was to avoid the trap of building tools that saw no adoption and didn't
add value to customers. I was hired to work with the internal IT team and the company's clients to create a software
development roadmap for the coming year. In 90 days, I uncovered eight ways to drive profitability by developing new
software applications. As a result, the company was able to prioritize investment into automation and align on a
software development roadmap for the coming year. The output of this project included an Atomic Research Repository with
over 1,600 observations and 50+ insights about the customer experience, co-created personas, journey maps, and
prototypes.</p>
<figure>
<p><img class="blockimg" src="/assets/distribution-1.png" alt=""></p>
<figcaption>I collected over 1,600 observations from interviews, tagged them, and loaded them into our Atomic Research
Repository using AirTable.</figcaption>
</figure>
<p>I started by interviewing project stakeholders to get up to speed on the goals, roles, business, and landscape. I then
facilitated co-creation sessions to generate an Innovator’s Compass and broader stakeholder map. Next, I conducted more
interviews with account executives to map out our internal assumptions and build trust with those responsible for
customer relationships. Then, to learn more about the customers, I visited them onsite. I talked to them about their
experiences, recording conversations and learning about their needs by co-creating journey maps on a whiteboard. I
transcribed the interviews to make finding and sharing themes from the design research easier. Next, I created an Atomic
Research Repository in AirTable. Based on the data, I generated a user journey map and personas to help facilitate
in-person ideation workshops with internal stakeholders spanning teams like Sales, IT, Finance, Ops, Marketing, and
Engineering.</p>
<figure>
<p><img class="blockimg" src="/assets/distribution-2.png" alt=""></p>
<figcaption>I made an alignment diagram with Miro by pulling from our Research Repository in AirTable. We used this map along with
personas to build a shared understanding of existing problems with the user experience.</figcaption>
</figure>
<p>To complete the roadmap, I identified themes from the ideation workshop. Next, I defined design opportunities for the
core team to prioritize based on risk and value. I then co-created a vision for the product with executive leadership by
having one-on-one conversations aided by speculative UI designs. This process enabled us to define a product roadmap
across multiple parts of the organization.</p>
<figure>
<p><img class="blockimg" src="/assets/distribution-3.png" alt=""></p>
<figcaption>I invited team create speculative designs based on the opportunities uncovered in the workshops. We used these designs
to start conversations with leadership and gain buy-in for more user research.</figcaption>
</figure>
</div>
</div>
</div>
<div id="hardware" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work4alt.png" alt="">
<h1 class="dialog__title">Tracking the location of flight-risk pets outdoors</h1>
<p class="dialog__sub-title">Uncovering Insights to Drive Growth for Wearable Tech Products in Pet Care</p>
<div class="dialog__body">
<p>Through interviews with dog owners, loyal customers, and post-checkout intercepts, my team identified flight-risk
animals as the most likely customer segment to become loyal customers of a smart dog collar product. With this research,
my team discovered new personas, value propositions, and data-backed strategies for the product's growth, including a
new homepage and marketing campaign.</p>
<figure>
<p><img class="blockimg" src="/assets/hardware-1.png" alt=""></p>
<figcaption>Behavioral variables allowed us to identify customer segments key to the product</figcaption>
</figure>
<p>After acquiring a company that developed Smart Dog Collars, a multinational corporation needed help gaining an in-depth
understanding of the product, customer base, and market. To build this understanding, my company was hired to help get
the new management up to speed. The results of our work enabled the team to quickly understand their customers and
develop a roadmap to drive growth.</p>
<figure>
<p><img class="blockimg" src="/assets/hardware-2.png" alt=""></p>
<figcaption>Learning the needs of the product's primary customers allowed the company to adjust its approach to marketing and feature development</figcaption>
</figure>
<p>My team and I interviewed dog owners to understand their needs and how well they aligned with the product's existing
offering. We also identified and interviewed the company's most loyal customers to better understand what drives
retention. Finally, we ran intercepts post-checkout to triangulate why customers decided to purchase the product when
they did. We then analyzed the opportunity gaps to prioritize customer needs and refine the product's backlog. This
included a new homepage and marketing campaign designed around the needs of flight-risk animals beyond dog owners.</p>
</div>
</div>
</div>
<div id="healthcare" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work5alt.png" alt="">
<h1 class="dialog__title">Founding a Design Center of Excellence</h1>
<p class="dialog__sub-title">Healthcare Solutions Provider Leverages Human-centered Design Org-wide</p>
<div class="dialog__body">
<p>Through interviews, workshops, and surveys, my team understood the needs of a data-driven healthcare solutions provider,
attracted world-class talent to the Design Center of Excellence, reduced operational costs by 60%, saved $2.4 million in
code rewrites, and built internal capacities for innovation.</p>
<figure>
<p><img class="blockimg" src="/assets/healthcare-1.png" alt=""></p>
<figcaption>Our research re-framed problems allowing us to find a simpler solutions and move quickly.</figcaption>
</figure>
<p>The leading data-driven healthcare solutions provider urgently needed to transition design work in-house. So I was hired
to lead the founding of a Design Center of Excellence and set up the processes, teams, and tools necessary to make it
happen. Through this process, we transitioned UX and UI design in-house and certified 20+ design practitioners in
human-centered design. As a result, in 1 year, we reduced the run rate of the design team and designed a training program for cohorts of 20 new team members per
quarter.</p>
<figure>
<p><img class="blockimg" src="/assets/healthcare-2.png" alt=""></p>
<figcaption>Proactive stakeholder communication required mapping internal stakeholders and their views on HCD. We used AirTable to track workstreams, design experiments, and act as an Atomic research repository.</figcaption>
</figure>
<p>To launch the Design Center of Excellence, I interviewed product and engineering leads on each team to better understand
how they used design agencies, what they liked about their process, and what challenges they faced. Then, I became the
primary vendor manager to prevent rework and waste better. We adopted the Innovator's Compass and ran subsequent
workshops to map the goals and concerns of each team. Our flexible process allowed us to assist any development team
regardless of where they were in their product development life cycle. To support the design process, I configured
AirTable to document the design workstreams, stakeholders, and experiments, laying the groundwork for an Atomic Research
Repository. I also ran a monthly prioritization meeting with leadership to ensure we would stay within budget and build
awareness around the growing need for design integration.</p>
<figure>
<p><img class="blockimg" src="/assets/healthcare-3.png" alt=""></p>
<figcaption>We developed a self-assessment tool for design and collected feedback on what held employees back from adopting
human-centered design. The assessment was developed using DMI's org maturity matrix.</figcaption>
</figure>
<p>To build the team, I wrote job descriptions for the new team and worked with HR to run a compensation analysis for the
new roles. I set the stage for what equipment and job benefits would be required to attract world-class talent. I took a
grassroots strategy of developing the design mindset among product managers and letting them decide when to best hire
someone on their team to assume the full-time designer role.</p>
<figure>
<p><img class="blockimg" src="/assets/healthcare-4.png" alt=""></p>
<figcaption>An onsite design ops workshop with stakeholders from across business units was used to define the new design team’s role
and responsibility to the rest of the enterprise. We agreed that the core design team would act as internal trainers
instead using an agency model and become a bottleneck for teams.</figcaption>
</figure>
<p>Next, I ran a workshop to facilitate alignment around each
business unit's needs and our design program's goals. I also ran a survey based on DMI's design maturity framework to
identify bright spots in the organization and help us find early adopters of human-centered design. Next, my team
created a matrix of products to determine which groups were well-positioned to make an immediate impact using
human-centered design. The Design Center of Excellence proved to be a great success. By understanding the needs of each
team, establishing solid processes and tools, and involving stakeholders at all levels, we built innovation capacities
and positively impacted the organization.</p>
<figure>
<p><img class="blockimg" src="/assets/healthcare-5.png" alt=""></p>
<figcaption>We treated the Design Center of Excellence like an internal startup and developed metrics to measure traction.</figcaption>
</figure>
</div>
</div>
</div>
<div id="government" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work6alt.png" alt="">
<h1 class="dialog__title">Organizing community efforts using open data</h1>
<p class="dialog__sub-title">The City of Philadelphia works toward a More Accessible Open Data Portal</p>
<div class="dialog__body">
<p>I interviewed open data consumers, ran usability studies, and held ideation workshops with stakeholders to design an
open data portal that meets the needs of data analysts and community leaders. A press conference was held to share the
project's learnings and findings, and I shared speculative user interfaces to make the results easier to share and
socialize.</p>
<figure>
<p><a href="/assets/government-2.png" target="_blank"><img class="blockimg" src="/assets/government-2.png" alt=""></a></p>
</figure>
<p>I was hired to use my design research and technology background to help the City of Philadelphia develop a better open
data portal through a design fellowship program. In 3 months, I helped the team uncover key ways of removing bottlenecks
to available data access via community organizing and a self-service open data marketplace.</p>
<figure>
<p><img class="blockimg" src="/assets/government-1.png" alt=""></p>
</figure>
<p>First, I reviewed past research and other cities' design efforts to develop open portals. Second, I interviewed existing
consumers of Open data, including community leaders, advocates, RCOs, journalists, data analysts, academics,
researchers, and civic hackers. Third, I ran usability studies with interview participants on the existing data portals.
Finally, I facilitated ideation workshops with stakeholders to align on the findings and explore possible solutions.
Both data analysts and community leaders expected mapping tools to let them query for specific data points of interest.
Mapping data points geographically grounds the concept of open data for those unfamiliar with its utility or lacking the
technical know-how to explore it currently. Less tech-savvy participants expected interactive tools and needed help
finding the required data within available channels. Allowing users to add map layers will enable them to request data
without knowing which dataset it might be in. Capturing demand this way will let us see trends in the most desired data.</p>
<figure>
<p><a href="/assets/government-4.png" target="_blank"><img class="blockimg" src="/assets/government-4.png" alt=""></a></p>
</figure>
<p>Toward the end of the fellowship, I discussed the project's learnings and findings at a press conference to benefit the
public and other internal teams. We learned that we could create value for data analysts and community leaders by
designing a portal that serves the needs of those who lie anywhere in the spectrum of data literacy and civic
engagement. Data analysts will need to be able to find and link datasets, evaluate data quality, and download it for
use. Community leaders will expect to see mapping tools that visualize relevant data points. Both groups would benefit
from a mechanism for requesting new data from anyone who might have it. Finally, I prototyped user interfaces to make
the results of the work easier to share and socialize.</p>
<figure>
<p><a href="/assets/government-3.png" target="_blank"><img class="blockimg" src="/assets/government-3.png" alt=""></a></p>
</figure>
</div>
</div>
</div>
<div id="travel" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work7alt.png" alt="">
<h1 class="dialog__title">Planning trips to music festivals with friends</h1>
<p class="dialog__sub-title">Event Operations Company Enters Adjacent Market with Digital Product</p>
<div class="dialog__body">
<p>An event operations company looking to enter an adjacent market hired me as a lead product designer to develop a digital
product for traveling music fans. Through workshops, design research, and brainstorming sessions, I created interactive
personas, developed an MVP, and measured traction. As a result, the company was successfully acquired by a more
prominent firm in the same industry.</p>
<figure>
<p><img class="blockimg" src="/assets/travel-1.png" alt=""></p>
<figcaption>I developed an interactive journey map to make research findings easy to update and share</figcaption>
</figure>
<p>An event operations company focusing on providing an enhanced experience for music fans attending festivals had an
opportunity to enter an adjacent market. They hired me as the lead product designer to help them seize this opportunity
by developing a digital product targeted at people who travel to music festivals. The project results helped the team
pivot away from building features that benefit other event operations people and shift to focus on the needs of
traveling music fans.</p>
<figure>
<p><img class="blockimg" src="/assets/travel-2.png" alt=""></p>
<figcaption>In-depth interviews with current and potential customers to identify the target audience</figcaption>
</figure>
<p>I facilitated workshops with the stakeholders to align the team around a shared set of product goals. A business model
was then drafted, which could be iterated on as patterns emerged from design research. I then invited everyone to
participate directly in the study to build empathy by interacting face-to-face with prospective users. Through coding,
categorization, and clustering techniques, I created interactive personas that could be used to inform product behavior.
I also ran brainstorming games with the team—games anyone could participate in, regardless of their artistic abilities.
This egalitarian approach empowered everyone and helped the team bring their best ideas to those with the most potential
to impact their project goals.</p>
<figure>
<p><img class="blockimg" src="/assets/travel-3.png" alt=""></p>
<figcaption>Facilitated workshops with stakeholders to align the team around strategies for entering an adjacent market by designing a booking service for music festival-goers</figcaption>
</figure>
<p>Using the insights gathered from the research, the team developed an MVP that could convert prospective users into
customers. The company was successfully acquired by a more prominent firm in the same industry. In addition, the project
demonstrated that the company could develop innovative digital products aligned to the needs of traveling music fans and
show traction with users.</p>
</div>
</div>
</div>
<div id="food" class="dialog">
<span class="dialog__close"></span>
<div class="dialog__content">
<img class="dialog__img" src="/assets/work8alt.png" alt="">
<h1 class="dialog__title">Curating healthy snacks for you and your family</h1>
<p class="dialog__sub-title">UX Design Leads to 60% Increase in Sign-Ups for Snack Subscription Service</p>
<div class="dialog__body">
<p>Through interviews, questionnaires, watch parties, and usability studies, my team identified and made site changes that
resulted in a 60% lift in sign-up conversions for an online snack subscription. Additionally, we developed a design
system that allowed the engineers to iterate and quickly redesign the site.</p>
<figure>
<p><img class="blockimg" src="/assets/food-1.png" alt=""></p>
<figcaption>The survey data was useful for uncovering patterns in the motivations of our users, but it didn’t tell us much about
their experience with the service.</figcaption>
</figure>
<p>A service in the food industry had been selling subscriptions for years and wanted to undergo a responsive web redesign.
I was hired as a UX Designer & Front-end Developer and tasked with creating a new homepage that made it easier for new
visitors to understand the benefits of becoming a member. We found a few significant changes to the site that led to a
60% lift in sign-up conversions through A/B testing.</p>
<figure>
<p><img class="blockimg" src="/assets/food-2.png" alt=""></p>
<figcaption>Designers use fiction writing as a strategic communication tool to make research data more memorable and actionable.
Personas are often used by both designers and marketers with no clear standard on how they work across disciplines.</figcaption>
</figure>
<p>To begin, I interviewed the team's subject matter experts. Next, I extracted highlights to share with the team to ensure
I had identified the correct problems before narrowing in on a solution. Then, I developed a questionnaire for their
members to understand the attributes that differentiated the company's segments and, more precisely, target recruit
participants for user interviews. After the discussions, I organized a watch party to collaborate and make sense of my
team's observations. To make the most of the client's time, I led alignment-building activities asynchronously, using
playlists to guide the team's collaboration. Finally, we met to converge on solutions and inspire iteration rounds.</p>
<figure>
<p><img class="blockimg" src="/assets/food-3.png" alt=""></p>
<figcaption>We set clear boundaries for solo work to discourage group-think and enable us to uncover more nuanced ideas from the
team. I would upload the solo work to our digital whiteboard, where we’d come together for speed rounds of dot-voting
and critique.</figcaption>
</figure>
<p>I then created a high-fidelity prototype of the site and tested the design with unmoderated usability studies. After a
few iterations, the team was happy with the results, and I moved on to building out the front end. First, I broke down
the new designs into reusable components to lower development costs over time. Next, I used a JavaScript templating
language to make alternative options for each element and describe dependencies. Once the UI components were built, the
engineers implemented them on the homepage. My work on the homepage resulted in a design system that allowed the
engineers to iterate and redesign other parts of the site in only a few months.</p>
<figure>
<p><img class="blockimg" src="/assets/food-4.png" alt=""></p>
<figcaption>A responsive redesign of the homepage to help visitors better understand the specific benefits of becoming a member while lowering the CAC of mobile traffic.</figcaption>
</figure>
</div>
</div>
</div>
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