Career Portfolio Showcases UX Skills

Career Portfolio
Shilpa S. Lewis
Monday, November
16, 15
1
User Experience
Design & Research
Agile/Scrum – Dual Track Discovery
usability
Contextual-Inquiry
ethnography
rapidprototyping
UX Paradigms &
Concepts
inductive
progressive
triad
collaboration
wireframing
sketching
QualitativeUXResearch
UX Pin
Axure
Balsamiq
QuantitativeResearch
Remote Usability
Ethnographic Design: Contextual Inquiry
responsive
adaptive
Customer &
User Needs
scaling
scoping

About Me
Monday, November 16,
15
Portfolio of Shilpa S. Lewis 2
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-trend
usability feedback, story-maps, prototypes, framework-overviews, and customer journey maps, and
user-personas.

My Ambidextrous Mind
15

My UX Journey
15
Below is a quick visual timeline of my education, where I have worked and the projects that I love talking
about.
‘89 ‘05‘98 ‘02
Education
Mobile &
Document
Imaging
Enterprise &
Web Applications Desktop
‘07
Enterprise &
Web
Applications
Enterprise &
Web
Applications
‘09 ‘11
KEY: Academics | Independent Contract or Consulting | Full-time Employee | Platform Type
Shilpa Design Consulting
UI Task Analysis Specification Interaction Design, Wireframe/Prototyping
Quantitative Research:
Usability Testing, Surveys..
Qualitative Research: Focus
Groups, Personas, Storytelling
Quantitative
Remote Testing,
Eye-Tracking….
‘13
Educational
Technology
Agile-Scrum Story-mappingContextual Inquiry
Ethnographic Research
‘15
Health-Care
Informatics

My Ideal UX Process
15
understand explore scope prototype evaluate
Contextual Inquiry
(CI)
Personas
Empathy Map
User Experience Map
Journey Map
Heuristic Evaluation
Benchmarking
Game-storming
Collaborative Story
Mapping Workshop
Brainstorming
Storyboard
Sketchboard
Qualitative Studies
(CI, and Concept
Usability)
Feasibility Review
MVP
Elevator Pitch
Strategic Goals
Identification
Flow Diagram
User Stories
Story Map
Agile Scheduling
Game-storming
Collaborative Story
Mapping Workshop
Brainstorming
Storyboard
Sketchboard
Mockups
MVP Prototyping
Paper-prototyping
Qualitative UX
Quantitative UX
Controlled A/B
Testing
Heuristic Evaluation
Iterative | Dual Track (Discovery in parallel with Development)

Core UX Skills
15
q  User Experience Process, Project Management, & Team Building (Expert, 10+ years
experience)
q  Interaction & Concept Design, Information Architecture & Content Strategy – task
and flow-maps & requirements analysis, and wireframe specification design
(Advanced, 15 years experience)
q  Web & Desktop Application Design (Expert, 10+ years experience)
q  Wireframe and Prototyping (Omnigraffle, Visio, Axure, & UXPin) – paper, wireframes,
hi-fidelity (Expert, 10+ years experience)
q  Design Pattern Library Creation (Expert, 10+ years experience)
q  Qualitative Field Research – ethnographic & contextual inquiry, focus groups
(Advanced, 15 years experience)
q  Quantitative Research – on-line survey design (Survey Gizmo & Qualtrics), data
analysis, & on-line remote usability testing (Intermediate, 10+ years experience),
q  Usability Evaluation – heuristic analysis & cognitive walkthroughs (Advanced, 15
years experience)
q  Usability Testing – recruiting users, moderation, evaluation (Advanced, 15 years
experience) with UI testing tools such as Morea, Loop11, Ethnio (Basic, 5+ years),
Web-Ex, Adobe Connect (Intermediate)
q  Persona Creation (Expert, 10+ years experience)
q  MS Project (Advanced, 15 years experience)
q  Adobe Creative Suite (Intermediate, 5+ years experience)

Work Samples
15
Samples of my work tell a story of my journey as a UX Professional…
•  See *private* links below:
•UX Management: https://live.uxpin.com/af86e5e8959118dc52b094db9ba3b6d7eb4b183f
•UX Persona Samples: https://live.uxpin.com/db58d3f3d06562028d0f1c4fa4c09eb0b7a86eee#/pages/
29777457
•UX Journey Map Samples: https://live.uxpin.com/9674862ccda306003004156f7822299baa644e12
•UX Competitieve Evaluation Sample: https://live.uxpin.com/d320f69607ca8bf5eee6cde251aaa7459b167959
•Usability Testing Dashboard: https://live.uxpin.com/a673113294cfcb3b7db6a4fe5fab7a94a9e2d450
•Sample Prototypes, Wireframes, and Framework Designs: https://live.uxpin.com/
69b3f6552f898d671180bf381871289c26f2e22e
•  See samples of digital road map, customer journey, framework architecture,
horizontal design guidelines, wireframe specifications, usability script and report
•  See samples of contextual inquiry and persona refinement
•  See samples of re-design of site and feature wireframes & low-fi prototypes, and
persona creations
•  See consumer storytelling document
•  See samples of competitive evaluation report, application framework, task flow logic
diagrams, and wireframes
•  See sample of heuristic evaluation
Platform & Domain Expertise Areas:
•  Health Care Informatics
•  Educational Technology
•  Consumer Web Applications
•  E-commerce (B-to-B & B-to-C) Websites
•  Desktop Applications
•  Enterprise Applications
•  Mobile Applications & Websites
&
others

Additional Work Samples
15
Samples of my work tell a story of my journey as a UX Professional…
•  See samples of contextual inquiry and persona refinement
Platform & Domain Expertise Areas:
•  Health Care Informatics
•  Educational Technology
•  Consumer Web Applications
•  E-commerce (B-to-B & B-to-C) Websites
•  Desktop Applications
•  Enterprise Applications
•  Mobile Applications & Websites

Microsoft Roles I played IUXD
15
PROJECT Desktop (Visual Studio)
PLATFORM •  Desktop
DELIVERABLES •  Personas
•  Contextual Inquiry
Reports
•  Usability Study Reports
ABOUT THE
EFFORT
•  Persona Refinement
•  Feature Requirements
Analysis
Contextual Inquiry
Like a needle in a hay-stack, Microsoft was seeking a rare set of skills that I happen to have. Those skills
included my ability to analyze reams of technical orthogonal data collected using a variety of UX
methods. The goal was to catalog and tag patterns as it relates to the product’s feature set, and refine our
understanding of the core Visual Studio personas Mort, Einstein, and Elvis.

Microsoft Roles I played IUXD
15
Portfolio of Shilpa S. Lewis
1
0
Persona Refinement
During the analysis process of the orthogonal UX data it became evident that in-context field studies were needed
to validate the lab based findings upon which the personas were originally based. I set out to validate user
requirements by asking, ‘Are these the real people behind the personas?’. This led to a series of intensive contextual
inquiry studies which both validated and at times challenged our assumptions about our personas. This led to the
refinement of the existing personas.
•  Related Article: http://www.codinghorror.com/blog/2007/11/mort-elvis-einstein-and-you.html

HP Photosmart Roles I played IA | IXD | UXD
15
1
PROJECT Digital Photo Editing Application
•  Web
DELIVERABLES •  Application Framework
•  Functional Design
Specifications
•  Wireframes
•  Design Patterns Guidelines
•  User Testing Plan & Script
ABOUT THE
EFFORT
•  Evaluate Competitive
Landscape
•  Redefine Conceptual
Paradigm
•  Convince Stakeholders
•  Collaborate Cross-
functionally
•  Validate & Test

HP Photosmart Samples : Digital Roadmap, Experience Roadmap, Competitive Evaluation
15
Leading the UX Process
From ideation to release leading this project entailed participating in the envision of the customer journey & taking part
in the evolution of the digital roadmap leading to the successful release of a HP Photosmart.
Customer Journey
Digital Roadmap
Competitive Evaluation &
Positioning

HP Photosmart Sample: Experience Framework Architecture, Specification Wireframes, Design Tool Kit
Photo Editing
Toolset:
Modal Command
Modal Command
Options, for current
function
Save
Save a Copy
Title Bar
Content Toolbar
Q.A.T.
Status Bar
Global
Activities
Tray
Horizontal
Access
Navigation
Content Area
Object
Manipulation
Toolset
Photo Editing
Toolset
Settings
Access
Navigation
Photo
Tray
Global Navigation Buttons
Quick Access Toolbar View Controls
Window Controls
Step Toolbar
Help Pane
No Commit Buttons
Standard Commit Buttons
Inline-Modal Commit Buttons
Content Divider
Selection Shortcuts
Auxiliary Navigation
15
Creation of Conceptual Specifications
Throughout the UX Process I did hands on work in creating the experience framework architecture, functional specifications
and wireframes, and design pattern library components. The result, improved communication and consistency in the design
evolution.

HP Photosmart Sample: Usability Test Script and Report
15
Usability Testing
Iterative usability testing mapping to the development phases were conducted. Each test adhered to the Think
Aloud 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 Studies
Protocol •  Task Based Analysis
•  Think Aloud Protocol
•  Retrospective Thinking
Process •  Identify Targeted Persona
•  Recruit Participants
•  Task Analysis
•  Create Script
•  Conduct Test
•  Analyze Data
•  Crete Recommendations
Report
•  Present Findings
Platform •  Desktop Experience
•  Kiosk Experience
•  Web Based Shopping
Experience

Fair Isaac Roles I played IA | IXD | UXD
15
PROJECT Enterprise Financial
Software
PLATFORM •  Web
DELIVERABLES •  Heuristic
Evaluation
•  Framework
Architecture
•  Design
Pattern
Wireframes
ABOUT THE EFFORT •  Gap Analysis
•  Architect
Optimized
Framework
•  Create
Design
Patterns
•  Evangilize &
Educate
through
Workshops

Dell Video Chat Roles I played IA | IXD | UXD
15
PROJECT Video Conferencing
Application
•  Web
•  TV
DELIVERABLES •  Competitive Evaluation
•  Application Framework
•  Functional Design
Specifications
•  Wireframes
•  User Testing
•  Personas
ABOUT THE EFFORT •  Evaluate Competitive
Landscape
Paradigm
•  Assess User Needs

15
Early Field Research
By evaluating key competitors across specific criterions we were better equipped to identify critical features
and design an experience that is competitive and fulfilling.
Dell Video Chat Sample: Competitive Evaluation

15
18
Creation of Conceptual Framework
In the re-design process I conducted task flow analysis to create a
streamlined workflow presented here in a framework and decision tree
logic which then helped create the wireframes.
Dell Video Chat Sample: Application Framework, Wireframes

Sony Style Roles I played UXD
15
PROJECT E-retail and on-line shopping
PLATFORM •  Web
DELIVERABLES •  Heuristic Evaluation
•  Persona Development
•  Wireframes
ABOUT THE EFFORT •  Improve e-retail experience

Sony Style Roles I played UXD
15
20
Storytelling
Sony 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 case
scenarios 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

Local.com Roles I played IA | IXD | UXD
15
PROJECT On-line Directory Service
PLATFORM •  Web
•  Mobile
DELIVERABLES •  Task & Requirements Analysis
•  Feature & Concept Design
•  Wireframes
•  Survey
•  Personas
ABOUT THE EFFORT •  Improve User Retention
Paradigm
•  Optimize Navigation
•  Assess Relevancy

Local.com Sample: New Registration
15
Functionality Redesign
The 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 quickly
improved user registration.
Flow Diagrams
Wireframes

Local.com Sample: Persona
15
Personas of Local Directory Service Partner Sites
Local.com was chartered to redesign local directory service sites for various partners Freedom, Internet Broadcasting, and SNG Internet. The
goal of the personas was to articulate the needs of the partner types from Newspaper syndications to Sports sites through research on the
demographics and browsing or internet skill level based on the visitors of those partner site types. The result of the persona efforts led to the
successful redesign of new partner sites with improved user experience.

Local.com Sample: Local Syndicated Sites Re-design
15
Re-design of Partner Local Syndicated Directory Service Sites
Several hundred white labeled partner sites were re-designed with one consistent unifying experience with only subtle
visual color palette differences to support specific partner persona types. The new experience included a new
navigation paradigm for improved discoverability of business categories, improved layout for better readability and
scanning of key elements including call to action access.
Before After

Local.com Sample: Retention Increase
15
Site Enhancement for Increased Retention
The existing site was challenged with content relevancy issues as well as serious Information Architecture and
Usability Issues. With limited budget, time and resources we had to be selective with our approach. Over the
course of 6 months we methodically worked towards justifying a re-design. First by performing a detailed heuristic
evaluation 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 business
goals and factoring in SEO rules. The result was a site optimized for easier discoverability, readability and overall
emotional appeal.
Current SOE Page Proposed SEO Page

Appendix: Heuris'cs
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.

›  Recogni=on
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
ac'on.

›  Consistency
and
Standards
–
The
user
should
not
have
to
wonder
whether
different
words,
situa'ons,
or
ac'ons
mean

the
same
thing.

›  Ease
of
Naviga=on
–
The
naviga'on
bars
should
afford
easy
naviga'on.

›  Visual
Feedback
of
System
and
Interac=on
Status
–
The
system
should
keep
the
users
informed
about
where
they
are

and
what
is
going
on
through
appropriate
feedback
within
reasonable
'me.

›  Categoriza=on
and
Grouping
–
The
content
should
be
logically
organized
in
easy
to
understand
hierarchical
order
or

grouped
based
on
informa'on
relevance
and
user
task.

›  Labeling
–
The
labels
should
be
understandable,
short,
and
obvious.
The
labels
should
represent
the
purpose
of
the

content.

›  Relevancy
–
The
content
should
be
relevant
to
the
tasks
and
steps
the
user
needs
to
complete.

›  Predictability
–
The
system
support
recogni'on
rather
than
recall.

›  Familiarity
–
There
should
be
a
match
between
the
system
and
the
real
world,
task
flow,
and
natural
user
behavior.
The

system
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
informa'on
appear
in
a
natural
and
logical

order.

›  Error
preven=on
and
Ease
of
Recovery
–
Error
messages
should
be
expressed
in
plain
language
(no
code),
precisely

indicate
the
problem
and
iden'fy
where
that
problem
occurred,
and
both
politely
and
construc'vely
suggest
a
solu'on.

›  Help
and
Documenta=on
–
The
system
should
be
designed
so
well
that
documenta'on
is
not
necessary.
However,
where

necessary
provide
user
assistance
through
hover
tool-‐'ps,
alerts,
and
hints.

›  Aesthe=cs
and
Minamalist
Desgin
–
The
func'ons
and
informa'on
presented
to
the
user
should
be
content
specific
and

relevant
to
the
current
task
hence
minimizing
user’s
cogn've
load
and
increasing
task
comple'on
efficency.
Futhermore,

the
user
should
asethe'cally
”feel”
the
same
experince
throughout
the
applica'on.
This
means
that
the
eco-‐system
of

applica'on
is
built
on
consistent
user
interface
fraemwork,
components,
page
types,
placement
of
UI
elements,
brand

messaging,
and
visual
look
&
feel.

15
26

Key Attributes & Skills
15
ü  SIMPLE
ü  Strategic
ü  Visionary
ü  Adaptable
ü  Empathetic
ü  Big Picture Thinker
ü  Conceptual Thinker
ü  Creative
ü  Detail Oriented
ü  Idealistic
ü  Inquisitive
ü  Listening Skills
ü  Technical Skills
ü  Passionate

Thanks for taking time to review my portfolio!
15
If you like what you see, hire me! I’m always open to hearing about new,
cutting edge opportunities in User Experience especially as it relates to
innovative technologies & social-media trends!
v  I strive to make complex designs SIMPLE!
v  You can also learn more about me or about most User Experience
(UX) or Social Media trends by following me on Twitter at SimplyUX!
v  Or Email me @ shilpaslewis@gmail.com.

Career Portfolio Showcases UX Skills

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