Solutions require a as complete an understanding of the problem as possible. Talking with users AND watching them use the product is essential. Research can and sould cover user types in various environments, include surveys and online competitive analysis.
Design must balance requirements and concerns of users to define options and paths that solve real problems. Iteration can and should be quick, and fun!
Once we agree to a solution, we must also agree to what can be delivered, and when. My expertise is in building consensus among diverse and agile teams has helped teams to delliver as agreed in features and time frames.
Problem: Maserati Japan wanted to showcase the unique Maserati lineup for the Japanese market. The Japanese Dealership Association and Maserati Club were at odds about how to do that. Through research interviews and testing, we discovered one major area of agreement, vehicle photography. By leading with automotive photography, the Maserati Japan Club and dealer association were able to see eye to eye. Every beautiful Maserati car photo closed the distance between them by literally thousands of miles.
Problem: Define what made Maserati legendary in the past, and make it relevant to the present. Make an app worthy of the car and a free iPad that would go in the glove compartment of every new car sold in Japan.
Problem: How to get Japanese consumers excited to own a German luxury automobile in a Japanese auto manufacturing culture. The solution provided a deeper appreciation for the rich Audi heritage as a manufacturer with historical relevance and extreme attention to detail. When experimenting early in UX testing, we discovered that by implementing a "discovery" method users invested more time and interest from beginning to end.
Problem: Create a binnacle for the Kepler hybrid supercar that works well for both street and track driving. SOLUTION: During the research of both luxury sports cars and track car designs, it was that demonstrated that we could extend our successful track designs in hinted outline form to create a look and feel that tied them together. The current views represent a night time look and feel.
Problem: Engage young Japanese and European fashion trend fans with a news source that would be sticky. SOLUTION: News feeds, social networking and like-don't-like features combined to make for a sticky solution that users loved.
Problem: Slacker Radio's web app was geared to their most die-hard users - the 5%. Solution: Through research and user interviews we made a constant and persistent effort to remove as many features as possible. Through this process, we discovered that users just really wanted to pick a genre and let it play - like Pandora. Those users were also more likely to listen to advertising and skip less. We recommended that they rebrand and simplify the user experience. These designs set the stage for Slacker to take a radical new approach that evolved over the coming months and years.
Problem: Connect doctors with changing schedules, within and across hospitals, all while remaining HIPAA compliant. Solution: After dozens of doctor interviews and engagements and physician leadership, a straightforward and unique HIPAA solution emerged. It helped hundreds of physicians across different groups in different networked hospitals find and communicate with each other instantly. This problem was bigger than anyone knew until we solved it. Doctors were finally able to find available specialists any time in or outside the hospital for timely consults. Hundreds of doctors at CHOC and St Joseph's Medical Systems loved and used Vivmed for several years.
Problem: Our partners in Japan wanted a cross-platform social network we designed for teenagers to be white labeled for different market segments including fashion, music, and entertainment. The iLikeit platform was developed that included features ranging from news feeds to like-don't-like features creating highly engaging experiences.
Problem: Mobile Video Advertising is driving users away from YouTube due to old school pre-roll video ad units. Solution: a new alternative advertising unit that “engages” users while satisfying the needs of content creators and advertisers alike. TappnGo replaces the skip button with a much larger A/B test that measures interest. Basically we turned A/B testing into an advertising medium!
Problem: The Yale schools of Science and Divinity regularly hosted open discussions about the concept of synchronicity in our lives, and what that means. How to document such events on a mass scale. Solution: the following mobile-only social application that allowed users to log, post, share and monitor their Synchronicity Events real time, and be noticed on a 3D globe. The more Synchronicity Events per geographic area, the taller the marker on the earth. We were surprised by the extremely high level of awareness and synchronicity activity people experienced around the world.