UX and product design experience

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Results below. We can talk process.

  • Maserati Japan UX UI design, stage 2, unites auto club and dealers

    Opportunity

    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.

    Action

    Conducted extensive competitive research and interviewed buyers, club members, and sales staff. All groups agreed, they needed an application that featured the cars and locations to travel to in Japan. The car line up, history, and accessories information were tied to features such as dealer locations and Maserati Club Events for new and old Maserati owners. Buy a car and join this exclusive club.

    Result

    Dealers included an iPad with the application in the glove compartment of every new Maserati sold in Japan. The app furthered the customer's appreciation of their car with information about it and the history behind it. But it also brought more new Maserati buyers into the Maserati Club. This was a big win because these cars often sold through word of mouth, and Maserati drivers wanted more of their friends to get Maseritis to go out on weekend driving trips.

  • VivMed HIPAA compliant physician scheduling and communication application solution

    Opportunity

    Dozens of doctor interviews, engagements and physician leadership meetings helped to identify a product opportunity. Doctors in hospitals were unable to find specialists promptly. Curbside consults typically took 90 minutes or more to arrange, often up to 48 hours. Patients were leaving hospitals without specialty consultations, often resulting in worse outcomes, such as re-admittance or emergency care.

    Action

    Design, development, and launch of an application to connect doctors, often eliminating assistant staff related delays. Doctors were able to immediately to find in-hospital and on-call specialists and arrange consults themselves. The use of doctor schedules and location services allowed doctors to chat and also organize followup and share critical information while remaining HIPAA compliant.

    Result

    Vivmed helped hundreds of physicians across different groups at CHOC, and networked medical groups to find and communicate with each other instantly. This problem was more significant than anyone knew until we had solved it. Doctors find needed an available specialist and quickly improving care, saving up to an hour a day of each doctor’s time. Hundreds of doctors at CHOC and St Joseph's Medical used Vivmed for several years.

  • VirtuMedix HIPAA compliant telemedicine - scheduling feature

    Opportunity

    Medical group customers wanted patients to schedule appointments with their preferred doctor or a specialist. Each group had individual and sometimes conflicting feature requests. The problem was to define the scope and design an easy-to-use cross-platform feature.

    Action

    Research: 1) I created a matrix of all the major elements. 2) I conducted a competitive marketplace analysis, searching for competitors with a similar feature. A heuristic analysis indicated that competing solutions fell short. 3) I searched for scheduling and calendar components on the web, Mac, Windows, iOS, and Android devices but were overly complex. 4) Discovery: when researching other markets I found ariline flight booking systems succeeded by limiting the criteria required to reserve a flight.
    Simplify Criteria: Inspired by the flight booking examples, I reduced the search Criteria to 1) Patient location: critical to doctor license location. 2) Doctor Specialty: otherwise patients would just use the “See a Doctor Now”.
    Focus Search Results: 3) List doctors, with available times, for the next three days. 4) Choose and Book a time quickly via the existing flow.

    Result

    Research of other markets lead to discovery that inspired a successful scope reduction to minimal actions required. In this way I was able to deliver a required feature, previously stuck in the backlog due to perceived complexity. Even older patients, and those with medical concerns found the feature easy to use.

  • Audi A8 Japan iPad application - UX Research, Design, and User Interface

    Opportunity

    How to convey the value and quality of Audi luxury automobiles to buyers in Japan, a country with a fantastic history of automobile manufacturing and general culture.

    Action

    The more we talked with Japanese buyers for luxury automobiles, learned that many of them were international travelers, or at least aspired to travel more. The luxury car buyers had an appreciation for the history and culture of the places they visited, and they went there to discover that. These Japanese buyers appreciate heritage and culture outside Japan. Audi has an incredible history and heritage and ties in with the German culture. Quality was not difficult to convey with Audi, so the design focused on the idea of discovering and learning. Each section of the app was generic, until after "visiting" it. Rich with an image after visiting it. After viewing Racing Heritage, Manufacturing Plant, Accessories, Founders, and other parts of the app, the home page was filled with new pictures. After completing a section of the app, users felt they had gone on a journey. The discovery method worked perfectly for this curious type fo buyer.

    Result

    Users invested in the Audi Discovery app, putting more time and energy into viewing all the areas of the app. As a result, Audi Japan was very happy with the result and in showrooms. Buyers and dealers talked more about the history, culture, and what is behind the Audi brand, not just the car in the showroom.

  • Marono fashion application for Japan and Europe

    Opportunity

    Engage young Japanese and European fashion trend fans with a news source that would be sticky. Social networks were hot at the time, but we were not confident that was the solution.

    Action

    Researched opportunities in creating a complete social network for fashionistas. We discovered that users tend to be shy and don't want to share much publicly and that content provided by brands would create more consistent value.

    Result

    Marono eventually pivoted to leverage the opportunity and launched the most successful news feed application for all fashion brands for both up and coming and established brands.

  • Slacker Radio UX Research & Design Proposals - moving the needle

    Opportunity

    Slacker Radio’s web app targeted the most loyal die-hard 5% of users. To everyone else who just wanted to listen to music, the learning curve was too steep.

    Action

    User analytics, competition analysis, and user testing indicated an abundance of complexity listeners were not using.
    Simple in-house testing indicated that the transition from the “Shelf-player” to “Sticky-header-player” was confusing because it reordered the elements, and hid some vital feedback. To better maintain continuity I retained all the functionality in the top player. Then I made adjustments to accommodate a smoother responsive experience.
    Surveying competitors led met to test the Play-Pause button configurations with new users. Internal testers preferred the centralized and prominent Play-Pause.
    I separated the Like and Ban buttons and put Like with Volume to the right of play. I tested other configuration, but this was least awkward.
    “Ban” had a negative connotation, so I relegated it to the left. Also, I recommended it’s removal and use of the “Skip” button to progressively-ban songs.

    Result

    My understanding of the problems users encountered and reasoned approach helped Slacker to push an even more radical new approach to the service that evolved in the following years.

  • Collabworks. Enterprise mobile web UI design. Data intensive calculation, filtering and analytics

    Opportunity

    CollabWorks had Action-Based-Costing solution applied to the work that workers do. It was comprised of 10 modules with dozens of steps requiring professional on-site moderation by highly skilled HR professionals.

    Action

    A heuristic evaluation of all the modules helped to find common structure and data types, also revealing deviations in terminology. All ten modules required iterative design, prototyping, and testing with users. Calculations were also recreated and advanced to match new thinking developed in the process.

    Result

    All ten modules were successfully combined into one solution that, with only 30 minutes of training, empowered customers to independently use and gather insights on the value of their teams. The tool proved extremely valuable, for example, technology teams of 24 at a Fortune100 company successfully increased annual value by $1Million.

  • INVENTION: TappnGo. Mobile video advertising and education platform

    Opportunity

    An Australian company was granted worldwide patents for an interactive interrupt idea, and wanted to explore new application ideas for their IP.

    Action

    I conducted a series of technology research sessions to understand the patent and find applications. I generated lots of ideas, Many viable, a few were. The TappnGo solution is a big idea that addressed the problem Youtube has when users abandon videos when they see an ad. Youtube’s answer was the “Skip" (escape) button.

    Result

    My invention replaced the “Skip” button with TappnGo ads. They engaged users in products and brands and resulted in a new potential advertising unit. TappnGo was like an A/B Product Test that skipped users to the next video. A TappnGo ad platform was created and then reinvented for education projects for the Australian government as TappnEd!

  • iLikeit: Japanese Fashion and Products Social Network Platform

    Opportunity

    Our Japanese parent company indicated a needed an application that could connect fashion brand-fans more intimately with the industry. There were lots of hype sites for events; they only promoted out. There was plenty of information about events. Mobile devices, being personal, offered the opportunity to connect on a more intimate level. They wanted to try something but didn't know what it should be.

    Action

    I conducted guerilla market research and interviews with Japanese fashion fans, young and old, in various locations, at events, fashion shows to coffee shop meetups, and in their office. User feedback provided a long list of potential features that we could include in the app. Further interviews helped us to focus on the elements that personalized fashion, like sharing one's fashion "Likes" and getting feedback from one's friends, and possibly a social network.

    Result

    I designed, iterated and tested prototypes. Feedback helped reduce the initial feature-set which allowed us to quickly develop and roll out a new social network called iLikeit. The platform soon became popular in Tokyo and started catching on in Europe. It quickly led to an acquisition of the technology platform by a company in Japan working more closely with independent and global fashion brands.

  • > Kepler hybrid supercar display UX/UI design and icon system exploration
    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.


  • The Synchro Project Social App: Share events, with dates and photos - geolocated.

    Opportunity

    A prominent school of Science and Divinity regularly hosted open discussions about the concept of synchronicity in our lives, and what that means. But to document such events on a mass scale?

    Action

    A search of our social networks, coupled with interviews of users, led to concepts for capturing the events. Users kept telling us that they wanted a diary to log their synchronicity events. They also wanted to see when others shared events of this global phenomenon. Synchro-bloggers wanted to see where others were logging events around the world.

    Result

    I designed the following mobile-first native social network with a global event marker page. 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.

  • > Myskateland Papervision Flash game
    Problem: Create a social MMO for skating kids in a new open source gaming platform with race tracks and customization of characters and skateboards and chat.