Portfolio of my Research and Design Process for the Customer Experience.

1. Portfolio
Edward Mc Elroy
eddiemcelroy89@gmail.com
087 261 8788
Rathmines, Dublin 6

2. Bio

3. Experienced design and interactive media professional with an
entrepreneurial spirit and several years experience of working in the media
industry.
Set up an online interactive media start-up, developing the consumer
proposition, securing funding, and developing the client base.
Innovative in design, technology and also developed a range of products,
including SocialArcadeApp.com, 360 Video, and interactive outdoor ads.
Degree in Industrial Design from The National College of Art and Design and
named one of The Sunday Independent’s Top 30 Under 30.
Key Skills: Commercial & graphic art; industry specific bespoke software
and UI.
Specialties Software: Axure, Keynote, Photoshop CS5, Illustrator CS5,
AfterEffects CS5, Anime Studio Pro.

4. Design
Process

5. My Customer and User Experience process is based on using my
background in both marketing and the start-up industry as well as an
education in Industrial Design

7. Research
Methods
1.Competitor Analysis
2.Persona
3.Disruptive Technologies
4.Workshop and Users Journey

8. Competitor Analysis
Competitor analysis is an essential element of research as it allows us to
see the market as a whole. You can pinpoint competitors who are trying to
solve the same problem as you. It also enables you to see trends as they
appear, to include them within a design, or even create projections on what
would be the next step to answer your customers problems more effectively.
One of the problems Axa had to solve was how they were talking to their
customers when selling home insurance. Compared to the likes of Aviva and
Progressive, Axa needed to innovate on how they were engaging the home
insurance target customer. They needed to change their message to sell the
product as a lifestyle choice and not just compete on price.
Using an X/Y axis, I was able to see who was leading the market in several
areas in which we were competing. Aviva satisfies the home insurance
market with their involvement with rugby, their ease of use, and brand
awareness.

9. Persona
Personas helps you to start putting a face on the data you are building up.
Analytics, market research, and branding allow you to see who we need to
talk to and design for. Depending on how saturated the market is, you will
need to break it down to satisfy one or two single customers to engage
better with the market. The idea of an extreme user is a great aim for a
persona. This allows an understanding of what key elements are needed.
There is a reason that people use Photoshop even though a first-time user
experience is not positive.
If you are designing for a spectrum that's too wide, you then become white
noise. If you are the first to market, you do not have this problem, but
personas are still essential as a way to build up data.
At Social Arcade, when we were creating the business model for the
service, the idea was new to the market (an easy-to-use drag and drop
service for building apps and games for marketing campaigns). We knew
we had no immediate competitors, but we were competing with every other
tool as well as every creative agency that our customer had to hand.
Personas helped us to devise a persona for our product. Our persona was
someone who worked in digital and had a minimum-to-no creative
background and didn't have the budget for outsourcing creative.

10. Disruptive Technology
When you are designing, you are creating something that is three months,
six months or even a year in the future. Like a boat in a storm, we need to
understand what the weather is going to be like at that time. I see research
in disruptive technology as a companion to the competitor research as you
need to see where the status quo is and where it is going to be in the
future.
Looking for disruptive technology when working at Axa gave me insight into
the business models that will be entering the market in the next five to ten
years. This is due to the insurance sector being under scrutiny from Silicon
Valley as the next digital bubble because of the lack of innovation. Google
Insurance also went live at this time. This was a fantastic opportunity to see
how they were solving the problem.

11. Workshop and Users Journey
Workshops are a great way to not only understand the customer but also
use them internally to educate.
Seeing how your customer thinks is a great way to gain insight. When
working at Social Arcade, I was able to acquire an extensive understanding
of how our customers were thinking about the product and what
complications could arise for several different brands; an example of this
was working with SAB Miller and identifying the compliance issues around
social media, creating a bespoke age gate on our product for them.

12. Concept
Development
1.Insights
2.Concept Generation
3.Key Design Features
4.Development

13. Insights
Research should always be quantitative. XY axis measurements, keywords
and trends are an excellent way to start to move ahead with the project;
they become a part of the brief and the design needs to answer the
insights.
When working at Axa, I was able to gain insight that was measurable to
areas that did not define the end design but was key to the customers
journey.

14. Concept Generation
The concept stage is about generating
as many ideas as possible. There are
two benefits to concepts; blue sky
thinking is where every idea is on the
table. It forces the designer to produce
as much as possible, it is also about
regurgitating all of the information and
trying to make connections.
One of the concepts developed for
Axa was the customer pre-form before
entering the quote form. This came
simply from the idea of how we could
gear up the customer to get used to
the idea of entering data in a very
short space of time. During
development, the IT department loved
the idea because it also helped Axa to
generate a customer ID faster; this
meant that it could increase sales
through support calls.

15. Key Design Features
Starting with the design features
helps to form how the design will
look and feel, e.g., the button
design, layout and focus points.

16. Development
When creating Social Arcade, we
performed constant development
and refinement of the design.
Due to our continual user testing,
we were able to get the full
function design from the early
MVP stage.
Every aspect of the design was
refined, thanks to user testing.

17. Final Design
1.Final Design Process
2.Final Design
3.Presentation

18. Final Design Process
I used Photoshop and Illustrator
to help develop a working
prototype. I then used Axure to
better realise the design for both
user testing and for presenting to
stakeholders.

19. Finial Design
When using rapid prototyping tools, we can quickly test for flow
issues, multiple device testing and faster feedback.
Working outside of development allows for faster refinement,
quicker changes to the design, and the abilities to include several
customer journeys within the design.
The "presentation quote page" seen here had to balance both a
responsive design as well as retaining a natural flow similar to
purchasing products on the likes of Amazon or eBay.

20. Presentation
Having presented under several stressful situations, being able to
express an idea through presentations has always been a skill I
continue to enjoy.
Having had training from several institutions, such as NDRC, New
Frontiers and Access Silicon Valley, my presentation skills helped
me win investments and engaged customers such as Netflix, Miller
Beer and Paramount.

21. Gallery Collection of Projects

22. Coverage in the Media

23. Axa Early Concept

24. Axa Early Concept

25. Axa Early Concept
Home Insurance
Your home Insurance
Get your home insurance
quotes online and get 25%
off!
Switching your home
insurance to AXA has never
been easier.
Find out more
Get free emergency
assistance
See what your AXA home
policy will automatically
include
Find out more
Extras to improve
your cover ?
Not everything can be
covered under your standard
policy,
so we have extra cover for
those extra things which can
be purchased online.
Find out more
Get a Quote today
D. Elliot - Home Insurance Customer
Dublin - May 2014
"Great Service and great communication,
it was nice to received call back as
promised."
Home
insurance from
€160
and save 25%
online!
Minimum premium €158. Price based on a 52 year old in Wexford with
€140,000 buildings cover,
€25,000 contents cover, claims free for three years with a burglar and
smoke alarm.
Get a Quote
Why choose AXA’s home insurance?

26. Home Insurance
Your home Insurance
Get your home insurance
quotes online and get 25%
off!
Switching your home
insurance to AXA has never
been easier.
Find out more
Get free emergency
assistance
See what your AXA home
policy will automatically
include
Find out more
Extras to improve
your cover ?
Not everything can be
covered under your standard
policy,
so we have extra cover for
those extra things which can
be purchased online.
Find out more
Get a Quote today
D. Elliot - Home Insurance Customer
Dublin - May 2014
"Great Service and great communication,
it was nice to received call back as
promised."
Home
insurance from
€160
and save 25%
online!
Minimum premium €158. Price based on a 52 year old in Wexford with
€140,000 buildings cover,
€25,000 contents cover, claims free for three years with a burglar and
smoke alarm.
Get a Quote
Find out less
Why choose AXA’s home insurance?
Axa Early Concept

27. Social Arcade

28. Age gates Editable content
Email gates for
outside of Facebook
Editable links
Miller Beer

29. Peroni

30. hold your hand here to activate
Open the application,
teaches the users how
to interact.
Peroni

31. Duel Quest

32. The Gambler

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35. Resolution
960 x 1080 Per Eye
360 Degrees of
movement
Instructional Design

36. Industrial Design

37. Industrial Design

38. Edward Mc Elroy
eddiemcelroy89@gmail.com
087 261 8788
1 Richmond Mews, Rathmines, Dublin 6