I like to create meaningful & delightful digital brand experiences.
Nothing's better than igniting those ideas and baking them into reality.
SKETCH / CODE / DOGS
Occasionally shuffling hats between sketching & coding.
WHAT I'M UP TO
User Experience Designer, Sept 2013 - Present
Strategized, designed & shipped usable software experiences & web-based interfaces for 8 client projects, by building fully responsive web designs & mobile apps across multiple device types & contexts.
User Experience Consultant, Jan 2014 - Present
M.S, Human Computer Interaction
Aug 2011 – Aug 2013
Publications: O’Keefe, B., Slutsky, B., Iuliucci, N., Nalbandian, A., Thanedar, A., Mokey S., & Mival, O. Mobile Experiences for Tourism: Brick City Tours. CHI 2013 Work-in-Progress. ACM Press 2013 in CHI, Paris, France.
RE-DESIGNING RESPONSIVE WEBSITE FOR 'WEST.EDU'
Business Problem: The old 'West.edu' website was lacking brand recognition. I re-designed the new 'West.edu' experience by improving the brand perception and striking a balance between the quality, price & value proposition. Here is some design thinking, wireframes and the live website.
User Research: I gathered the project requirements from the client and performed focused user group research, heuristic evaluation and user interviews. This revealed a lot of user experience and usability problems on the site. Also, to get a grasp of what other market leaders are doing, I developed use case scenarios & performed competitive market analysis.
Content Strategy & Sketching/White Boarding: The user research directed me to re-design the content strategy around the target focused user. I white boarded some of the guiding design principles and initial sketches and thoughts as shown in the adjacent figure.
Wireframing & Go Live Phase
Wireframing & Prototyping: I validated the initial sketches & designs by the visual designer & developer to perform design and technology feasibility check. Additionally used google analytics data and search engine optimization (SEO) strategies to drive the website feature ideation & navigation. Created the mobile and desktop wireframes and re-iterated my designs based on internal team and client feedback. Also created a clickable prototype using Flinto to represent the interaction design nuances to the client and to validate the A/B testing scenarios.
Deliverables: Fully annotated desktop and mobile wireframes, photoshop comp files.
Software Programs Used: Illustrator for wireframing, Basecamp for project management, Keynote, screen-shares & WebEx for client presentations.
Business Problem: West.edu and Huntington Bank clients were losing e-commerce from their mobile & tablet users because the emails on these devices were not mobile optimized. I created a new mobile email experience by re-designing the emails to be responsive and more engaging.
Here is a mobile email design strategy I put together for our clients.
VOLVO WEB FORMS RE-DESIGN
Business Problem: Volvo cars was losing customer leads through their web forms on mobile and tablet devices. I re-designed the experience of the web forms to improve customer lead generation. Here is some design thinking and deliverables of the project.
Team: Myself being the UX lead, a marketing producer, a digital producer, a visual designer and a web developer worked closely for about 2 weeks to deliver the project in go-live phase.
User Research & Market Research and Analysis: I performed a market analysis of what the competitor's are doing well and what user needs are off of a semi-luxury car website. I analyzed the brand's web form flow & studied requirements from the stakeholders and clients to come up with a keynote deck recommendation for UX form field best practices for web and mobile devices.
Deliverables: Created wireframes for pre-submission and post form submission experiences, HTML 5 low fidelity prototype, keynote presentation analysis on existing form fields and recommended improvement strategies.
Improved User Experienced
Built a Conversational & Narrative Tone: Re-designed the forms to form a conversational tone around the form field data and make believe the user as though the brand itself is communicating with them.
Imbibed Trust: Re-iterated to the user the reason behind collecting user's personal data. This helped build user's trust in the brand. Re-designed the form field experience such that it would inform the user what his/her data would be used for (e.g. email would be used to communicate new product launches and not for spamming them with any other news).
Improved Usability: Suggested usability improvements like increasing the size of CTA button, using progressive disclosure for displaying large form field data, and removing repetitive & redundant fields.
Improved Post Submission Form Engagement: Implemented strategies around engaging the user post form submission by providing relevant content experiences per the user's needs.
Mobile & Tablet Compatible: Re-designed the forms to make them compatible across different contexts and device widths in order to avoid pinch & zoom, or horizontal scrolling on mobile/tablet deivces.