Shelda Eason is a UX designer who has worked on several projects merging media and design. Her most recent project was partnering with In The Black Workshops to design a web platform that enhances financial education for employees. She created user personas including "Uninformed Optimist", "Informed Pessimist", and "Experienced Realist" and prototyped features to distill complex financial analysis into actionable summaries and incorporate secure onboarding. Shelda aims to fully understand client needs through questions and learns from collaborating with teammates and identifying minimal viable products to organize the design process.

1. Research Solution
Design TestAnalysis Iterate
My Design Solution is a Strategic Process
UX Design StrategiestShelda Eason

2. About Me Overview
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I worked at Comedy Central for 6 years but I am not a comedian. That’s
where I honed my skills in brand marketing by targeting key demographics
for a national cable network. I left the doors of Comedy Central to enter the
world of UX design. Now I get to interact with an audience’s needs from a
different perspective. I am merging the worlds of media/UX design by
exploring opportunities and providing design solutions. This makes me an
advocate for the user by discovering additional ways to simplify content. As
a result, I tell their story in a pleasant visual design experience – and that’s
no joke.
While I am not in design mode, I am at home taking care of my dogs —
yes I have four rescue dogs: Shadda, Tanzi, Natey Batey, and Jack!
I am also a TV junkie and love pop culture! I watch almost everything from
Keeping Up With The Kardashians to a cool documentary on the History
Channel.
Contact

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Interviews:
Conduct 1:1
deep dive
interviews
Explore
Creative
Brief
Identify:
Stakeholder’s
needs
Observe:
User
needs via
surveys
Empathize:
Analyze feedback
and strategize
solutions
Sketch:
Collaborate
design
concepts
Identify MVP:
Map out MVP &
feature prioritization
Create Scenarios:
Tell a story about
our user
Persona:
Develop
primary,
secondary &
tertiary
Architecture:
Create user flow
Wireframing:
Design low-fi
infrastructure
& usability test
Iterate:
Design hi-fi
infrastructure
& usability test
Refine:
Annotate wireframes
& validate
Evaluate:
Measure
results
Design
Studio
Deliver

4. About Me Overview
Tools
&
Techniques
Project
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Client
Project
Contact
Research Design Prototyping
Surveys
Interviews
Observe
Contextual Inquiry
Empathize
Sketch
Photoshop
Illustrator
Principle
Keynote
OmniGraffle
Invision
Axure RP
Test
Iterate

5. About Me Overview
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&
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Daisy Amornvivat | Baladan Cho | Shelda Eason

6. Opportunity:
Meetup would like to create a first-class means through its website and apps to
increase the ability of Organizers and Hosts to find one another.
Our UX design team wanted to clearly define what
Meetup is, what it is not, and what it could be:
• Meetup connects event organizers with people in their local community.
• Meetup doesn’t connect organizers with venues.
• Meetup can become the foremost one-stop-shop for local community self-
organization.

7. Agenda Opportunity
Personas
Competitive Heuristics User Research Personas
Organizers
Venue
"I want to host THE party of
the year, every year...but
where?"
Celine
35 yr old
Game Designer
"I need a bigger, better
venue for a huge event, but
I'll believe in it when I see it "
Jessica
24 yr old
Marketing/PR
Executive
"I want to discover unique
venues to host more
outrageous events"
Kara
31 yr old
Fashion Blogger
“I’d like to better utilize my
space, but it has to be for
the right event and right
person”
Michael
45 yr old
Real Estate
Agent
"I want an easy way to rent
my venue out in the
evenings and on weekends"
Mitch
42 yr old
Start-up
company owner
"When listing my venue, I
want the communication
process to be more
automated; streamlined."
Maria
56 yr old
Business owner
Primary Secondary Tertiary

8. 8
Prototype
Feature/MVP User Flow Sketching/Wireframes Testing Prototype Summary/Next Steps

9. What I learned:
• It’s ok if you are not sure what the answers can be right away; they are usually not
what you think. That is where the exploration from the research comes in. Be
open to how the results are developing.
• Lots of information comes from the users, what their needs are. I am a better
observer by keeping my mouth closed and my eyes open.
• Learned from my peers to jump in and take those risks! It’s ok that I am not
perfect!
• Don't let a first-time failure stop further attempts. If at first you don't succeed (with
your prototype), Try, try, try again.

10. About Me Overview
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&
Techniques
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PageLearn
A Strategic Proposal
in UX Design Solutions

11. Opportunity:
Youtube has the opportunity to create a learning platform that goes beyond simply
presenting content by way of videos/tutorials, and bring users to its site by offering
structured and transparent learning content. In addition, there is an opportunity to
display legitimacy by way of offering a “Learning Certificate” with accompanying
learning criteria.
Our UX design team’s approach:
• Implementing the massive open online course (MOOC) model for an external
platform that will exist as one of YouTube’s properties.
• They are ideal for independent study, and users can select courses from any
institution offering them.
• MOOCS do not always lead to formal qualifications. There are no entry
requirements.
• Video-based, they offer interaction either through peer review and group
collaboration.

12. User Personas
Primary Secondary Tertiary
Tim Johnson Sam Indelicato Fatima Johnson
Learn

13. Responsive Platform
Our design included crafting an optimal viewing and interaction experience—easy reading and
navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from
desktop computer monitors to mobile phones).

14. What I learned:
• Massive open online course (MOOC) is a growing area and people crave to learn
something new.
• Carefully select who your primary persona will be and how you are providing a
solution for that archetype.
• Designing a responsive web platform is different from creating just for mobile,
tablet, or desktop.
• Be more creative in representing quantitative data in presentations (oppose to the
standard bar/graph charts).

15. About Me Overview
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Shelda Eason Liz Heywood Sunil Manchikanti

16. Opportunity:
In The Black Workshops partners with employers to provide financial planning &
education to employees as a perk, with the belief that financially healthy employees
are productive employees. ITB is seeking to design a web platform that enhances the
education offered to employees currently enrolled in their workshops. Not only
should the app be engaging, but it should help users foster behavioral change.
Flatiron Design’s UX strategy:
• Created a user-friendly prototype to distill complex financial analysis into
actionable summaries.
• Incorporated a secure on-boarding process for employees.

17. Uninformed
Optimist
Informed
Pessimist
Experienced
Realist
Brian,
24 year old
Millennial
Jackie,
37 year old
Generation X
Margaret,
51 year old
Baby Boomer
“Financial wellness means
comfortably maintaining my
lifestyle. It’s about balancing
money coming in and money
going out.”
“To me, financial wellness means
stability, freedom, and the power
to make my own choices.”
“Stability, freedom, and the power
to make my own choices is
financial wellness to me.”
Personas
Overview
UX Process
Market Inquiry
User
Research
ITB’s
Strengths
MVP
Ideation
Prototyping
Business
Benefits
Next Steps

18. Prototyping

19. What I learned:
• Clients do not always know what they want. It’s my job, as a UX Designer, to fully
understand their concept. Ask a lot of questions and do not be afraid to dissect
the information bit by bit!
• Getting design inspirations is resourceful. You don’t always have to reinvent the
wheel. It is also a good way to improve on what has already been done.
• Collaborating and communicating with team members are essential. My team was
awesome and we certainly clicked well. Unfortunately, some future projects may
be a little more challenging and it will be beneficial to flex those soft skills.
• It’s ok to solve a piece of what the client wants. Knowing how to identify the
Minimal Viable Product (MVP) early will make the process more organized. The
rest can be delivered with “next steps.”

20. “The eye should learn
to listen before it looks.”
About Me Overview
Tools
&
Techniques
Project
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Client
Project
Contact
Robert Frank
https://www.linkedin.com/in/shelda-eason-b1473114
medium.com: https://medium.com/@Shelda_Eason
shelda.eason@gmail.com
646.351.9827
http://www.slideshare.net/easonshelda