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I am a passionate User Experience Strategist, focused on optimizing the Customer Experience through User Research Insights & User Centered Design Processes. Adoption, Engagement, ROI (Return on ...

I am a passionate User Experience Strategist, focused on optimizing the Customer Experience through User Research Insights & User Centered Design Processes. Adoption, Engagement, ROI (Return on Investment), & Envisioning the Customer Journey serves as strategic goals to ensure a common vision. These goals help frame the tactical methods applied during the Discovery Phase & validate the desired MVP (Minimal Viable Product) and business requirements.

Seasoned working within a variety of business cultures, and industrial processes - including an Agile-Scrum Dual-Track (parallel discovery & development) model - I am often instrumental in facilitating collaboration between different stakeholders (Product Owner, Technical Lead, User Experience Lead, Customer Services, and the Customer), using techniques such as story-mapping, game-storming, and contextual-inquiry based affinity mapping, & rapid-prototyping.

Customer Experience means factoring in the people, process, context, and the products. My approach in design and research is grounded in Lean-UX techniques balanced with classic Cooper-Design methods, which factors in fundaments of Interaction-Design & Ethnographic-style Contextual Inquiry.

The ideal experience resonates a “system” that is holistically sound, with consistent language & design patterns & paradigms, which is seamless, and most importantly leaves you feeling smart & delightful. I validate user satisfaction and usability through a variety of methods, factoring in- scope, time, budget, design-phase, and strategic goals. My deliverables include research & market-trends, usability feedback, story-maps, framework-overviews, and user-personas. I also create hand-sketches, wireframes, as well as both low-fi & hi-fi prototypes to collaborate & communicate design vision to different stakeholders.

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Career portfolio shilpalewis_june2013_lastupdatedjune19th2013 Presentation Transcript

  • 1. Career PortfolioShilpa S. LewisWednesday, June 19,20131Customer-User-Product ExperienceDesigner & ResearcherAgile/Scrum –Dual TrackDiscoveryusabilityContextual-InquiryethnographyrapidprototypingUX Paradigms &ConceptsinductiveprogressivetriadcollaborationwireframingsketchingQualitativeUXResearchUX PinAxureBalsamiqQuantitativeResearchRemote UsabilityEthnographic Design: ContextualInquiryresponsiveadaptiveStrategicVisionROIAdoptionEngagementscalingscopingcustomer/end-userWorkflow & task-flow analysisUser story-mappingCustomer journey mappinginnovateinspire
  • 2. About MeWednesday, June 19,2013Portfolio of Shilpa S. Lewis 2I am a passionate User Experience Strategist, focused on optimizing the Customer Experiencethrough User Research Insights & User Centered Design Processes. Adoption, Engagement, ROI(Return on Investment), & Envisioning the Customer Journey serves as strategic goals to ensure acommon vision. These goals help frame the tactical methods applied during the Discovery Phase &validate the desired MVP (Minimal Viable Product) and business requirements.Seasoned working within a variety of business cultures, and industrial processes - including an Agile-Scrum Dual-Track (parallel discovery & development) model - I am often instrumental in facilitatingcollaboration between different stakeholders (Product Owner, Technical Lead, User ExperienceLead, Customer Services, and the Customer), using techniques such as story-mapping, game-storming, and contextual-inquiry based affinity mapping, & rapid-prototyping.Customer Experience means factoring in the people, process, context, and the products. Myapproach in design and research is grounded in Lean-UX techniques balanced with classic Cooper-Design methods, which factors in fundaments of Interaction-Design & Ethnographic-style ContextualInquiry.The ideal experience resonates a “system” that is holistically sound, with consistent language &design patterns & paradigms, which is seamless, and most importantly leaves you feeling smart &delightful. I validate user satisfaction and usability through a variety of methods, factoring in- scope,time, budget, design-phase, and strategic goals. My deliverables include research & market-trends,usability feedback, story-maps, framework-overviews, and user-personas. I also create hand-sketches, wireframes, as well as both low-fi & hi-fi prototypes to collaborate & communicate designvision to different stakeholders.
  • 3. My Ambidextrous MindWednesday, June 19,2013Portfolio of Shilpa S. Lewis 3
  • 4. My UX JourneyWednesday, June 19,2013Portfolio of Shilpa S. Lewis 4A visual timeline of where I have worked, domains of focus, and key skills…„89 „05„98 „02EducationMobile &DocumentImagingEnterprise &Web Applications Desktop„07Enterprise &WebApplicationsEnterprise &WebApplications„09 „11KEY: Academics | Independent Contract or Consulting | Full-time Employee | Platform TypeShilpa Design ConsultingUI Task Analysis Specification Interaction Design, Wireframe/PrototypingQuantitative Research:Usability Testing, Surveys..Qualitative Research: FocusGroups, Personas, StorytellingQuantitativeRemote Testing,Eye-Tracking….„13EducationalTechnologyAgile-Scrum Story-mappingContextual InquiryEthnographic Research
  • 5. My Ideal UX ProcessWednesday, June 19,2013Portfolio of Shilpa S. Lewis 5understand explore scope prototype evaluateContextual Inquiry(CI)PersonasEmpathy MapUser Experience MapJourney MapHeuristic EvaluationBenchmarkingGame-stormingCollaborative StoryMapping WorkshopBrainstormingStoryboardSketchboardQualitative Studies(CI, and ConceptUsability)Feasibility ReviewMVPElevator PitchStrategic GoalsIdentificationFlow DiagramUser StoriesStory MapAgile SchedulingGame-stormingCollaborative StoryMapping WorkshopBrainstormingStoryboardSketchboardMockupsMVP PrototypingPaper-prototypingQualitative UXQuantitative UXControlled A/BTestingHeuristic EvaluationIterative | Dual Track (Discovery in parallel with Development)
  • 6. Core UX SkillsWednesday, June 19,2013Portfolio of Shilpa S. Lewis 6 User Centered Design, Customer & User Experience Research, User ExperienceProcess Leadership, and Product Design Management - (Expert, 12+ yearsexperience) – strategic based requirements gathering, identification of MVP(Minimal Viable Product), task flow analysis, customer journey mapping for optimalcustomer adoption, conversion, engagement, and business ROI (Return onInvestment) Interaction & Concept Design, Information Architecture & Content Strategy – taskflow analysis, story mapping, framework over creation, and iterative wireframe &prototyping (Advanced, 15 years experience) Web & Desktop Application Design - (Expert, 12+ years experience) Wireframe and Prototyping - sketching, paper prototyping, wireframing & rapidprototyping (Omnigraffle, Visio, Axure, Balsamiq & UX-Pin), (Expert, 10+ yearsexperience) Design Pattern Library Creation (Expert, 10+ years experience) Qualitative Field Research – ethnographic & contextual inquiry, story-mapping(Advanced, 15 years experience) Quantitative Research – on-line survey design (Survey Gizmo & Qualtrics), dataanalysis, & on-line remote usability testing (Intermediate, 10+ years experience), Usability Evaluation – heuristic analysis & cognitive walkthroughs (Advanced, 15 yearsexperience) Usability Testing – recruiting users, moderation, evaluation (Advanced, 15 yearsexperience) with UI testing tools such as Morea, Loop11, Ethnio (Basic, 5+ years) Persona Creation (Expert, 10+ years experience) MS Project (Advanced, 15 years experience) Adobe Creative Suite (Intermediate, 5+ years experience)
  • 7. Work SamplesWednesday, June 19,2013Portfolio of Shilpa S. Lewis 7Samples of my work tell a story of my journey as a UX Professional…• See samples of contextual inquiry and persona refinement• See samples of digital road map, customer journey, framework architecture,horizontal design guidelines, wireframe specifications, usability script andreport• See sample of heuristic evaluation• See samples of competitive evaluation report, application framework, taskflow logic diagrams, and wireframes• See consumer storytelling document• See samples of re-design of site and feature wireframes & low-fi prototypes,and persona creationsPlatform Expertise:My portfolio represents a sample of an ever growing mix of:• Educational Technology• Consumer Web Applications• E-commerce (B-to-B & B-to-C) Websites• Desktop Applications• Enterprise Applications• Mobile Applications & Websites
  • 8. Additional Work SamplesWednesday, June 19,2013Portfolio of Shilpa S. Lewis 8Samples of my work tell a story of my journey as a UX Professional…• Samples can be provided upon request…more to come… • Soon I‟ll include fresher or newer samples from most years of my work in theindustry…stay tuned!Platform Expertise:My portfolio represents a sample of an ever growing mix of:• Educational Technology• Consumer Web Applications• E-commerce (B-to-B & B-to-C) Websites• Desktop Applications• Enterprise Applications• Mobile Applications & Websites
  • 9. Microsoft Roles I played IUXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 9PROJECT Desktop (Visual Studio)PLATFORM • DesktopDELIVERABLES • Personas• Contextual InquiryReports• Usability Study ReportsABOUT THEEFFORT• Persona Refinement• Feature RequirementsAnalysisContextual InquiryLike a needle in a hay-stack, Microsoft was seeking a rare set of skills that I happen to have. Those skillsincluded my ability to analyze reams of technical orthogonal data collected using a variety of UXmethods. The goal was to catalog and tag patterns as it relates to the product‟s feature set, and refine ourunderstanding of the core Visual Studio personas Mort, Einstein, and Elvis.
  • 10. Microsoft Roles I played IUXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis10Persona RefinementDuring the analysis process of the orthogonal UX data it became evident that in-context field studies were neededto validate the lab based findings upon which the personas were originally based. I set out to validate userrequirements by asking, „Are these the real people behind the personas?‟. This led to a series of intensive contextualinquiry studies which both validated and at times challenged our assumptions about our personas. This led to therefinement of the existing personas.• Related Article: http://www.codinghorror.com/blog/2007/11/mort-elvis-einstein-and-you.html
  • 11. HP Photosmart Roles I played IA | IXD | UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 11PROJECT Digital Photo Editing ApplicationPLATFORM • Desktop• WebDELIVERABLES • Application Framework• Functional DesignSpecifications• Wireframes• Design Patterns Guidelines• User Testing Plan & ScriptABOUT THEEFFORT• Evaluate CompetitiveLandscape• Redefine ConceptualParadigm• Convince Stakeholders• Collaborate Cross-functionally• Validate & Test
  • 12. HP Photosmart Samples : Digital Roadmap, Experience Roadmap, Competitive EvaluationWednesday, June 19,2013Portfolio of Shilpa S. Lewis 12Leading the UX ProcessFrom ideation to release leading this project entailed participating in the envision of the customer journey & taking partin the evolution of the digital roadmap leading to the successful release of a HP Photosmart.Customer JourneyDigital RoadmapCompetitive Evaluation &Positioning
  • 13. HP Photosmart Sample: Experience Framework Architecture, Specification Wireframes, Design Tool KitPhoto EditingToolset:Modal CommandModal CommandOptions, for currentfunctionSaveSave a CopyTitle BarContent ToolbarQ.A.T.Status BarGlobalActivitiesTrayHorizontalAccessNavigationContent AreaObjectManipulationToolsetPhoto EditingToolsetSettingsAccessNavigationPhotoTrayGlobal Navigation ButtonsQuick Access Toolbar View ControlsWindow ControlsStep ToolbarHelp PaneNo Commit ButtonsStandard Commit ButtonsInline-Modal Commit ButtonsContent DividerSelection ShortcutsAuxiliary NavigationWednesday, June 19,2013Portfolio of Shilpa S. Lewis 13Creation of Conceptual SpecificationsThroughout the UX Process I did hands on work in creating the experience framework architecture, functionalspecifications and wireframes, and design pattern library components. The result, improved communication andconsistency in the design evolution.
  • 14. HP Photosmart Sample: Usability Test Script and ReportWednesday, June 19,2013Portfolio of Shilpa S. Lewis 14Usability TestingIterative usability testing mapping to the development phases were conducted. Each test adhered to the ThinkAloud Protocol. For each round of testing I would assist with identifying the targeted end user for recruiting,creating the test script, moderation assistance, data analysis, and generating a recommendations report.Method Lab Based Usability StudiesProtocol • Task Based Analysis• Think Aloud Protocol• Retrospective ThinkingProcess • Identify Targeted Persona• Recruit Participants• Task Analysis• Create Script• Conduct Test• Analyze Data• Crete RecommendationsReport• Present FindingsPlatform • Desktop Experience• Kiosk Experience• Web Based ShoppingExperience
  • 15. Fair Isaac Roles I played IA | IXD | UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis15PROJECT Enterprise FinancialSoftwarePLATFORM • WebDELIVERABLES • HeuristicEvaluation• FrameworkArchitecture• DesignPatternWireframesABOUT THE EFFORT • Gap Analysis• ArchitectOptimizedFramework• CreateDesignPatterns• Evangilize &EducatethroughWorkshops
  • 16. Dell Video Chat Roles I played IA | IXD | UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 16PROJECT Video ConferencingApplicationPLATFORM • Desktop• Web• TVDELIVERABLES • Competitive Evaluation• Application Framework• Functional DesignSpecifications• Wireframes• User Testing• PersonasABOUT THE EFFORT • Evaluate CompetitiveLandscape• Redefine ConceptualParadigm• Assess User Needs
  • 17. Wednesday, June 19,2013Portfolio of Shilpa S. Lewis 17Early Field ResearchBy evaluating key competitors across specific criterions we were better equipped to identify critical featuresand design an experience that is competitive and fulfilling.Dell Video Chat Sample:CompetitiveEvaluation
  • 18. Wednesday, June 19,2013Portfolio of Shilpa S. Lewis18Creation of Conceptual FrameworkIn the re-design process I conducted task flow analysis to create astreamlined workflow presented here in a framework and decision treelogic which then helped create the wireframes.Dell Video Chat Sample:ApplicationFramework,Wireframes
  • 19. Sony Style Roles I played UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 19PROJECT E-retail and on-line shoppingPLATFORM • WebDELIVERABLES • Heuristic Evaluation• Persona Development• WireframesABOUT THE EFFORT • Improve e-retail experience
  • 20. Sony Style Roles I played UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 20StorytellingSony enlisted my help as UX lead to supplement their efforts to improve their e-retail shopping workflow experience.The above is a snapshot of the range of targeted personas with their stories. The data to substantiate their use casescenarios was based on best practice gap analysis, market research data, and remote usability studies.In addition to this approach Sony worked with Bolt Peters to recruit participants and conduct remote testing. https://www.internetretailer.com/2008/12/03/natural-testing-leads-to-new-web-site-features-for-sonysty
  • 21. Local.com Roles I played IA | IXD | UXDWednesday, June 19,2013Portfolio of Shilpa S. Lewis 21PROJECT On-line Directory ServicePLATFORM • Web• MobileDELIVERABLES • Task & Requirements Analysis• Feature & Concept Design• Wireframes• Survey• PersonasABOUT THE EFFORT • Improve User Retention• Redefine ConceptualParadigm• Optimize Navigation• Assess Relevancy
  • 22. Local.com Sample: New RegistrationWednesday, June 19,2013Portfolio of Shilpa S. Lewis 22Functionality RedesignThe existing registration was difficult to discover and had several usability issues leading to poor user conversion to register.The new entry point (to the top right of the header) combined with a less barrier to entry and streamlined flow quicklyimproved user registration.Flow DiagramsWireframes
  • 23. Local.com Sample: PersonaWednesday, June 19,2013Portfolio of Shilpa S. Lewis 23Personas of Local Directory Service Partner SitesLocal.com was chartered to redesign local directory service sites for various partners Freedom, Internet Broadcasting, and SNG Internet. Thegoal of the personas was to articulate the needs of the partner types from Newspaper syndications to Sports sites through research on thedemographics and browsing or internet skill level based on the visitors of those partner site types. The result of the persona efforts led to thesuccessful redesign of new partner sites with improved user experience.
  • 24. Local.com Sample: Local Syndicated Sites Re-designWednesday, June 19,2013Portfolio of Shilpa S. Lewis 24Re-design of Partner Local Syndicated Directory Service SitesSeveral hundred white labeled partner sites were re-designed with one consistent unifying experience with only subtle visual colorpalette differences to support specific partner persona types. The new experience included a new navigation paradigm forimproved discoverability of business categories, improved layout for better readability and scanning of key elements includingcall to action access.Before After
  • 25. Local.com Sample: Retention IncreaseWednesday, June 19,2013Portfolio of Shilpa S. Lewis 25Site Enhancement for Increased RetentionThe existing site was challenged with content relevancy issues as well as serious Information Architecture andUsability Issues. With limited budget, time and resources we had to be selective with our approach. Over thecourse of 6 months we methodically worked towards justifying a re-design. First by performing a detailed heuristicevaluation of the site, followed by thorough set user experience evaluations of the site using an on-line survey tool(Survey Gizmo). Next we created a set of permutations of new designs within the guidelines of existing businessgoals and factoring in SEO rules. The result was a site optimized for easier discoverability, readability and overallemotional appeal.Current SOE Page Proposed SEO Page
  • 26. Appendix: Heuristics Applied Task Flow Support – The content and design elements should support the task the user needs to complete on each page. Flexibility and Efficiency of Use – The system should account for a range of user skills and experience. Recognition rather than recall – The user should not have to memorize or recall how to use the system. User Control and Freedom – The user should be able to reverse an action. Consistency and Standards – The user should not have to wonder whether different words, situations, or actions meanthe same thing. Ease of Navigation – The navigation bars should afford easy navigation. Visual Feedback of System and Interaction Status – The system should keep the users informed about where they areand what is going on through appropriate feedback within reasonable time. Categorization and Grouping – The content should be logically organized in easy to understand hierarchical order orgrouped based on information relevance and user task. Labeling – The labels should be understandable, short, and obvious. The labels should represent the purpose of thecontent. Relevancy – The content should be relevant to the tasks and steps the user needs to complete. Predictability – The system support recognition rather than recall. Familiarity – There should be a match between the system and the real world, task flow, and natural user behavior. Thesystem should speak the use’s language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow natural user behavior in terms of task flow, making information appear in a natural and logicalorder. Error prevention and Ease of Recovery – Error messages should be expressed in plain language (no code), preciselyindicate the problem and identify where that problem occurred, and both politely and constructively suggest a solution. Help and Documentation – The system should be designed so well that documentation is not necessary. However, wherenecessary provide user assistance through hover tool-tips, alerts, and hints. Aesthetics and Minamalist Desgin – The functions and information presented to the user should be content specific andrelevant to the current task hence minimizing user’s cogntive load and increasing task completion efficency. Futhermore,the user should asethetically ”feel” the same experince throughout the application. This means that the eco-system ofapplication is built on consistent user interface fraemwork, components, page types, placement of UI elements, brandmessaging, and visual look & feel.Wednesday, June 19,2013Portfolio of Shilpa S. Lewis26
  • 27. Key Attributes & SkillsWednesday, June 19,2013Portfolio of Shilpa S. Lewis 27 SIMPLE Intuitive Strategic Visionary Passionate Empathetic Big Picture Thinker Conceptual Thinker Creative Detail Oriented Adaptable Idealistic Inquisitive Ability to Listen Passionate Knowledgeable Skilled in User Research Skilled in Concept Design Leader Life-long-learner
  • 28. Thanks for taking time to review my portfolio!Wednesday, June 19,2013Portfolio of Shilpa S. Lewis 28My career focus is to create a holistically sound customer experience,from the moment the customer first discovers your product. Through asound strategy, I can assist you in maintaining customer trust, loyalty,adoption, engagement, and continued ROI (Return on Investment). Iapply both strategic thinking and tactical techniques (interaction design,interactive user research, usability testing, and rapid prototyping). I amalso an enabler in establishing team collaboration and liaison betweenkey stakeholders/ I strive to make complex customer experiences & designs SIMPLE! Follow me on SimplyUX to learn about cutting edge trends oncreating the best user and customer experiences. Or Email me @ shilpaslewis@gmail.com.