What are we doing?
We needed to update the Sears Commercial site to enable online shopping. We also needed to address the fact that our users wanted to use the site on mobile.
My Role:
UX, UI, Visual Design
I worked with cross functional teams to update the Sears Commercial site based on user feedback, research and business goals. My responsibilities included conducting user interviews, working with in-house UX researcher on surveys and user testing. These efforts informed the wireframe process, UI and subsequent comps.
Process case study:
Select delivery date during checkout (Users can accept the earliest delivery date or change the date based on their delivery needs). Iteration 1 offers the user the calendar feature only once that selection has been made. Iteration 2 shows the calendar feature from the start, and reduces a step therefore streamlining the process.
Iteration 1
Iteration 2
Who is it for?
This site caters to builders and property managers giving them the ability to order products and manage their orders online.
What data do we have/need?
Our research was limited to user interviews and surveys initially. Our plan was to gather user data from the new site to help inform innovations moving forward.
How do we measure success?
Our goal was to increase conversion by 3%, and increase customer satisfaction.
Are we done?
Gather user data from new site to inform design updates. Also implement user testing to inform design updates moving forward.
I looked at competitor sites, and conducted user interviews. This research provided the key takeaways that would inform the new site.
Users are on the go and on-site so they needed to access the site on mobile. Users wanted an easy-to-use online shopping experience. Users wanted the ability to re-order items easily. Users wanted the ability to create lists, and the ability to order from lists.
My Role:
UX, UI
Process:
What are we doing?
Create the best, engaging web experience possible to promote the latest version of RealPlayer (now Realtimes) to get new users excited and invested while satisfying our legacy users.
Who is it for?
This was two fold. We were targeting new users (research and testing helped us develop personas for new customer acquisition). And help legacy users understand that the product they'd come to know and love, RealPlayer, was now RealTimes.
What data do we have/need?
We gathered data on new users most likely to be interested in RealTimes in the form of interviews, ethnographic research, user testing,
How do we measure success?
Collected data on number of downloads and user engagement. Our initial KPI was user engagement but soon the focus was on downloads.
Are we done?
We continue to iterate on the site based on feedback we get from data, users, and any other directives from our managers.
My Role:
UX, UI
Overview:
RealPlayer legacy users were unclear that RealTimes was the next generation of the RealPlayer (including all the features they had come to know). We thought we'd done a good job of explaining this to users, turns out it wasn't good enough. This impacted our downloads in a negative way. These users had a focused interest to get the player for specific use cases, and wanted instant access to download the product.
Process:
Based on the negative download data and customer feedback, we took to the whiteboard to brainstorm ideas about how to address this issue. We came up with several options and started wireframes. We put the wireframes in front of users so we could get a better idea of which solution worked best.
Results:
Increased download numbers trending toward our desired trajectory. Users were able to better understand that RealTimes was an enhanced version of the player they'd come to know and love, based on feedback shared by our support team.
Replaced the video background with two slides that toggled between the RealPlayer and RealTimes content. This way people who wanted the RealPlayer could have easy access to it, and have access to RealTimes if they chose to.
We came up with several possible options to address this use case. Then we presented the options to users to see which one resonated the most. Users said they preferred the slides that toggled because it put what they were looking for front and center.
My Role:
UX, UI
Overview:
We were tasked with improving conversion for our multi-step order path. Users weren't completing the process, and not converting. We simplified the process down to a 1-step order path.
Results:
Saw an 11% increase in conversion rate.
My Role:
UX
Overview:
The following personas were created for RealTimes. The candidates were selected from a larger focus group. Six people were interviewed in their homes around the country, then two were selected. The personas were used to guide marketing and product design.
Process:
Met with users in their homes to see how they used technology, how they shot and stored photos and videos, and talked about other products they used.
Results:
We used the insights gained from our research to inform the design of the new RealTimes marketing site.
My Role:
UX, UI, Visual
Overview:
Feature trigger pages are some of our most lucrative up-sell channels. We're constantly testing the triggers and optimizing based on learning, and continuing to iterate.
Lessons:
Users responded well to lifestyle images and brighter colors taken from the products first run cycle.
Results:
Overall conversion rate increase was considerable for the gradient/lifestyle version at the top.
My Role:
UX, UI, Visual
Overview:
Create an immersive digital entertainment experience (including a built-in social media platform) around live video stream for super fans of the show Big Brother. This was a tall task.
Process:
Our group was just starting to participate in the Agile process. We met as a group to discuss the "Epic" (which is the big picture: what are we delivering). Then we created user stories to break things down into smaller projects that supported the Epic.
While we were discussing the project as a group, we were also meeting with super fans (people who would be using our product), getting ethnographic information and conducting user testing to gain insights that would help lead our efforts in the right direction.
We created wireframes of pages and interactive features of the product and hi-fidelity comps to put in front of business owners and users.
Results:
User feedback was very positive for the most part. Listening to our users as they engaged with the product uncovered things we could improve upon such as: Removing some of the social interaction pieces that weren't being used, taking users directly to their account dashboard on sign-in rather than the home page, giving users easier access to video highlights. Further iterations were based on metrics and user feedback.
Discovery - Content matrix and wireframes as a result of user interviews and research.
Created hi-fidelity comps based on wireframes and put them in front of users to get feedback.
Then we took our learnings and applied them to building out the site and delivering specs to dev for implementation. And we continued to iterate based on learnings gleaned as subscribers used the site.
My Role:
UX, UI, Visual
Overview:
Create a compelling entertainment portal featuring movie and TV reviews and celebrity gossip supported by an advertising model.
Process:
We worked with business owners to create requirements. This included establishing the information architecture, creating wireframes.
Results:
Users found the new navigation much easier to parse and were better able to discover new content.
My Role:
UX, UI
Overview:
Create a site where people can find out about the Music Rising music event, and donate to the cause.
