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David CarruthersProduct Manager / UX Designer07793 555 482dave.carruthers@gmail.comhttp://uk.linkedin.com/in/dcarruthers
About meCurrently product managing 2 startups to launchExperience                                                         ...
Potted History2000-2005                         2005-2008                    2008-2011                        2011-present...
Current work - GameShow: WebInitial sketch ideas     Refined sketch ideas                                                  ...
Glasses Direct - Mental modelMental model detail                      "A company that has shaken the comfortable world of ...
Glasses Direct - Home Trial                   Challenge                   To allow customers to try on frames at home to c...
Glasses Direct - Other activities             Site evolution             Managed the site through a number of brand shifts...
Travelodge - OverviewAs is sitemap   Challenge                Completely overhaul the travelodge.co.uk website, which turn...
Travelodge - JourneysUser journey comparison   Detail zoom   Challenge                                        To justify w...
Travelodge - Wireframes vs live siteWireframes from original project vs current screengrabs
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David Carruthers' portfolio

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Transcript of "David Carruthers' portfolio"

  1. 1. David CarruthersProduct Manager / UX Designer07793 555 482dave.carruthers@gmail.comhttp://uk.linkedin.com/in/dcarruthers
  2. 2. About meCurrently product managing 2 startups to launchExperience Of the sites that I have led the UX on:Im an e-commerce & conversion focussed head of UX/Product manager. 1 has won an econsultancy award for innovation in ecommerceI spent 8 years’ agency-side leading UX with major corporate clients. 1 has won a Interactive media council awardIncluding: Waitrose, NatWest, Travelodge, Game, Royal Navy 2 have been nominated for BIMAs 1 has been shortlisted for a Revolution awardThe last 4 years I have been client-side, managing UX & product ownership of All have made lots of money for my clients/employerswww.glassesdirect.co.ukSince leaving Glasses Direct Ive been product managing 2 very differentstartups to get them both to initial launch stage using Lean techniques,responsible for the UX of them both.ApproachMy approach has 3 main sides.1) Data - I love analytics, research and data, can happily get my hands dirtywith spreadsheets, user interviews or other research2) Sketching - I try to burn through a large number of ideas with paper andpencil to test various solutions & ideas before finalising & documenting3) Collaboration - Whether teasing out requirements from stakeholders, orthrowing ideas around with developers & designers Im keen to talk
  3. 3. Potted History2000-2005 2005-2008 2008-2011 2011-presentOyster partners (now LBi) Twentysix London Glasses Direct 2 startupsCut my teeth with some of the Headed up IA/UX team & UX manager/lead and Product Responsible for UX &smartest people in the industry led UX on: manager product managmentas Information Architect & UX Travelodge Basket value doubled UX designClients include: - 30% increase in Revenue per visitor increasedIntelligent Finance conversion, £300m turnover by 50% Lean startupBT Wholesale.com Waitrose.com techniquesB-2-B BT.com - BIMA & Revolution E-consultancy award winningNMRothschilds.com nominated, IMA winner site - innovation in ecommerce Feature prioritisationFPDSavills.com Royal Navy Careers - BIMA nominated Requirements gathering & NatWest.com & commercial prioritisation Game.co.uk UX design Running A/B tests & MVT User research Mental Models Agile development team
  4. 4. Current work - GameShow: WebInitial sketch ideas Refined sketch ideas GameShow is a VC angel backed startup. Created by a high profile UK entrepreneur, it should be launched within Q1 of 2012. Challenge Create a product that is compelling, with social engagement as an essential part of gameplay. Create everything necessary in a very short time period with limited budget.Interactive wireframes Finalised design & interactive prototype My involvement Responsible for the entire UX for HTML5 game & mobile app Helped shape the idea & brand Managed the designer Created interactive prototype (web & mobile) Created stories, scope & spec for developers Im still involved as the product continues to grow and evolveScreens from Mobilescamp prototype:
  5. 5. Glasses Direct - Mental modelMental model detail "A company that has shaken the comfortable world of opticians by creating an online system to drive down the price of prescription glasses" - Times Online Challenge To find a way of gathering together all the research and understanding we have about a customer that will help us understand their needs, and plan strategically My involvement Collate all existing user research (about 30 documents) Run user interviews & telephone interviewsInterview summary Run workshops internally to gather tasks Interpret data and create final model Result A model that clearly exposed which areas of the customer experience were not being addressed, where we should focus. Referenced by CEO and influenced development plans. Also useful for new starters to explain mindset of customers.Entire mental model
  6. 6. Glasses Direct - Home Trial Challenge To allow customers to try on frames at home to check what suits them before making a purchase decision. Create flow that allows selection of multiple high value products to be tried at home for little or no money and returned to us. There was no other system like it online then, or now. My involvement Definition of the online user experience & correct implementation. Wireframes, overseeing design, collaboration with developers for implementation. Email/reminder schedule. 2010/11 Over time, responsible for design of packaging and boxes as well. Result A world online first (I believe) multiple high value products being sent out for free and returned whilst retaining credit card details. 80% of frames sold over £70 on GD are now bought via home trial. Enabled a significant uplift in Average basket value. Allowed a shift in product range to higher value brands. Significant differentiator in the market & powerful marketing message.
  7. 7. Glasses Direct - Other activities Site evolution Managed the site through a number of brand shifts. Each time trying to combine aesthetic changes with usability improvements Style Finder I specified a very basic tool to help people find the right glasses for them on the site, minimal functionality to test the idea. 15% of all revenue on the site now comes via people using the style finder, who convert 20% better than the norm Shortlisting An essential piece of functionality for our sector that had been way too long coming. I specified the UX and the stories for the development team. 20% of all revenue comes via people using the functionality at a 10% higher ABV, and 250% better conversion rate than average users A/B and split testing Used 2 MVT companies, 1 paid tool and google for split and MVT testing during my time at GD. Im now a huge believer and very experienced in the use of it.
  8. 8. Travelodge - OverviewAs is sitemap Challenge Completely overhaul the travelodge.co.uk website, which turned over £300 million/ year. Get customers to engage with it and convert at a higher rate. My involvement Working with a planner and commissioning ethnographic research we worked hard to create a more compelling reason to use travelodge, then simplified the journeys whilst providing much more information about their stay. I was responsible for the UX with all the standard deliverables. Sitemaps, journeys, wireframes etc. I created clickable prototypes to be tested externally.To be sitemap Working closely with the designer we created a much slicker journey and displayed much more appropriate information at the right time. Result Post launch the site saw a 30% increase in conversion. The project paid for itself in a fortnight.
  9. 9. Travelodge - JourneysUser journey comparison Detail zoom Challenge To justify why my suggested user journey was the right approach to the travelodge client My involvement To pull together ethnographic research with my analysis of the user journey to justify the new user journey approach. Created a document that compared the user journeys, then deep dived into a particular journey illustrating:Deep dive analysis problem | user quote | solution. Result Client understood the reasoning behind the suggested changes. Research was practically applied to the solution. Project continued with smiles all around (unusual for this particular project!).
  10. 10. Travelodge - Wireframes vs live siteWireframes from original project vs current screengrabs
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