A portfolio featuring work examples, methods of working, project deep-dives etc.

1. Ian Westbrook
Customer insight,
user experience strategy, research and ux/interaction design
M: 07939 510 812
ian@futuredream.net
Skype: ian.westbrook
I have been online since 1994, and working in the digital media industry since 1995; first as an HTML author and then, since
2004, in user experience roles across Research and Design. I believe this gives me good insight into the entire digital
production process, from code to finished customer experience.
During that time I have worked for nearly 10% of the FTSE 100, as well as many other companies large and small, gaining
invaluable experience across sectors from corporates to small agencies.
My approach to a project is straightforward: to understand the business case, understand the needs of the user (including
context, technographics etc) and then to collaboratively create a design which meets those objectives.

2. Brands (a selection)
Agencies
Client list

3. Research methodologies
I have used many different research techniques across many projects.
• Workshops and focus groups (Park Resorts, Spire Healthcare, BP)
• In-depth user interviews (Tradepoint, B&Q, Spire Healthcare)
• Surveys (HSCIC)
• Card sorting (BP)
• Ethnographic observation (RBS, P&O)
• Lab-based testing using Axure prototypes (Tradepoint, B&Q, Vodafone, BP)
• Guerilla testing (Tradepoint)
• Traffic analysis – entry pages, exit pages, dwell times etc (B&Q, Vodafone)
• Remotely polling Design Review Group (HSCIC)
• Interacting with Contact Centre staff as proxy users (B&Q CC app)

4. Software

5. Responsive design – Daily Mail
Using Axure to create responsive prototypes across desktop, tablet and mobile
(breakpoints of 320, 768, 1024)
Desktop / Tablet Mobile

6. Projects – Daily Mail (agile: two-week sprints per project)
Subscriptions A trial (to be launched in Scotland first, Q1
2016) to test a proposition for a digital or digital/print
bundle subscription
One Account/MyMail Account An IAM project, rolling out
a consistent user experience across the My Account areas
of a fragmented estate

7. The scrum-master tending the KANBAN board
Card template
User story cards
Initial sketching during a collaborative design session
Agile working – HSCIC

8. Case study – HSCIC
The Health & Social Care Information Centre is the part of the NHS which deals with the issuing and management
of NHS smartcards which allow access to buildings and patient data on computer systems.
There is – for obvious reasons - very strong governance around which roles (or ‘positions’ in NHS-speak) can
access which information. The wrong information in the wrong hands – or the failure to allow access to the right
information for the right people – can quite literally cost lives.
When I arrived on the project (June 2014) I worked with one other UX practitioner; but when he rolled off in late
July I was the sole UX resource, covering both UX Research and Design working across multiple stories
simultaneously, working within GDS Design Principles (https://www.gov.uk/design-principles).
One feature which differentiated the HSCIC project – for the better - was the abundant access to end users to help
prioritise stories, specify requirements and validate designs. We had a Design Review Group (DRG) of c.200 end
users, 2 of whom came into the office every Wednesday to take part in collaborative design sessions. This ensured
that everything we did was informed by the needs of our users.
Activities on the project included:
• Interpretation of business requirements, working with the POs and scrum-master
• Collaborative design/sketching sessions with POs, scrum-master, TAs, end users, devs etc to deep-dive into
the story
• Creation of all process flows and user journeys to understand the story end-to-end
• Creation of wireframes/prototype in Axure
• Validation of assets with POs, scrum-master, and with end-users via the DRG – does the proposed solution
meet their needs?
• Hand-off to devs (some on-shore, some off-shore), and tracking story through coding and testing to
incorporation in the next Build
• Working with subject-matter expert users to create training videos for the wider user community to quickly
familiarise themselves with the new system
Desktop only

9. Case study – HSCIC Desktop only
Assets
Dashboard – high-fidelity Axure prototype Flow – US0173 Modify Position
Training video – one of 13 I produced
Video production process included:
• Writing script and coaching subject matter expert
user through the script
• Recording video in Camtasia
• Post-production editing of video and adding of
annotations
• Uploading videos to Vimeo to a password-protected
account
• Dissemination of video URL (and password) to user
community and collation of feedback

10. Case study – B&Q – www.DIY.com Responsive web
The problem:
• Very silo’d information on the B&Q web site (DIY.com) – if the user was on a product page there was no Help
and Support content; if in the Help and Support there was no exposure to product info
• Widespread customer disatisfaction at this siloing of content, the general lack of good, inspiring DIY support
material, and an old-fashioned looking and tired web site design
• Not optimised for any form factor other than desktop
• Clunky checkout screens
• Not reflective of a changing business (eg ‘Click & collect’ proposition)
The solution:
• Re-architect the site so that journeys became much more holistic, weaving product and support content
together. ‘Support at the point of need’ became our mantra
• Make the site responsive, so that it works as well on mobile or tablet as on desktop
• Refresh the look-and feel to a more modern style, as befits the UK’s #1 Home Improvement (HI) company
• Incorporate the new ‘Click & collect’ proposition to the site
• Streamline checkout to improve completion and reduce drop-out
My role:
• In-depth customer insight interviews (conducted to my script) to understand customer behaviour: frequency
of HI projects, the sorts of projects customers undertake, amounts spent, where they shop etc…
• Taking that data and, with the rest of the UX team (4 of us in total), the creation of personas, and then
mapping those personas’ interactions with B&Q across channels (in-store, CC, mobile, desktop, tablet) to get
a clear view of all interaction touchpoints
• Wireframing in Omnigraffle - including extensive annotations – for delivery to offshore devs
• Working with graphic designers, creation of high-fidelity Axure prototypes for user testing (conducted by
dedicated Test Manager)

11. Case study – B&Q – www.DIY.com Responsive web
Whiteboard… …to scamp… …to wireframe…
…to graphic design… …to Axure prototype for testing…
To live!
www.diy.com
For each story…

12. Case study – B&Q – personas and journeys Responsive web
Personas created based on:
• Existing market research
• Input from B&Q’s Customer Insight team
• Output from the in-depth customer interviews
Persona journeys mapped
across across all channel
touchpoints (top to bottom):
desktop, tablet, mobile,
contact centre, in-store

13. Case study – B&Q – selection of screenshots Responsive web
Reworked primary
nav: Inspiration,
Projects, Shop, Help
& Advice
Popular products
Surfaced Help & Support and
marketing messages
Home page
Featured products

14. Case study – B&Q – selection of screenshots Responsive web
Product shot,
including alternative
images and zoom
options
Delivery options, quantity
selection and ‘Add to basket’
call to action
Tabs for Product info,
Product details, Help
& Advice and
Reviews
Extensive use of
commissioned video
to
illustrate/demonstrat
e roducts
Links to related content – in
this case the Inspiration section
Cross-sell related products
Product page

15. Case study – B&Q – selection of screenshots Responsive web
Product shot,
including alternative
images and zoom
options
Delivery options, quantity
selection and ‘Add to basket’
call to action
Tabs for Product info,
Product details, Help
& Advice and
Reviews
Extensive use of
commissioned video
to
illustrate/demonstrat
e roducts
Links to related content – in
this case the Inspiration section
Cross-sell related products
Project page

16. Case study – B&Q – selection of screenshots Responsive web
Desktop
Checkout – screenshots from desktop and mobile
Mobile

17. Case study – Tradepoint – www.trade-point.co.uk Desktop only
Tradepoint is Kingfisher’s B2B offering for the building trade, a members-only site that offers trade discounts to
builders. Membership is proved with a Tradepoint card, available to applicants on proof (scan of business
card/letterhead and/or photograph of their trade vehicle) that they have their own company.

18. Case study – Tradepoint – www.trade-point.co.uk Desktop only
The brief:
• To replace an existing piece of brochureware with a fully transactional new site
• To enable easy creation of a web account for existing Tradepoint card-holders
• To allow easy card application online
• To enable easy login to the site for existing members
• To only show prices on the site to logged-in members
• To create easy, intuitive, browse-to-buy (or search) journeys
• To create quick, easy checkout
• NB: our recommendation was to create a responsive web site, but due to budget and time pressures the
decision was taken by the business to create a site initially optimised for desktop
My role:
• Initially hired as Test Manager; working with UX designers and graphic designers to create high-fidelity
graphic designs to then create Axure prototypes of activation / application / login journeys
• Created test scripts and ran test sessions using those Axure prototypes
• Fed results and conclusions back to the UX team to iterate the design
• Ran guerilla test sessions at 3 stores local to B&Q HQ (Eastleigh, Hampshire) to quickly iterate through login
designs
• After 2 months moved across to UX design on the project, but continued to create Axure prototypes and run
test sessions

19. Case study – Tradepoint – test sessions Desktop only
Screenshot from one of the test sessions I ran; with Carl Briggs, one of the Hedge End store’s Top 100 customers.
His conclusion? “It’s easy. My mum could use it!”

20. Case study – Tradepoint – test sessions Desktop only
Notes captured in the test observation room by UX designers and business stakeholders, Eastleigh, Hampshire
2012.

21. Training
2008-2009
2006

22. Personal details
Nationality:
UK citizen
Education:
9 ‘O’ Levels, 3 ‘A’ Levels (English, History, Geography) – King’s College School, Wimbledon
Llb 2(ii) in Law, Exeter, 1987
Marital status:
Married, 2 children
Other:
Full driving license