#1
Getting Started
Project Introduction
🤝
“There has to be a better way.”
~ Executive Telecom Stakeholder
Verizon
vRepair
Complete overhaul of Verizon’s legacy network trouble reporting and field ticketing system. We needed to combine legacy wireline (WLN) and wireless (WLS) systems to better serve thousands of field technicians and key business partners across the country.
Project Timeline: Aug 2022 – Dec 2022
What We did
Extensive system and end user research, identifying and delivering on key metrics and business implementation strategies within a fully integrated product platform. We created low, medium and high fidelity designs based on research insights, ultimately delivering a more intuitive and efficient experience for Verizon’s wireless and wireline technicians, managers and B2B customers.
Defined, prototyped, and validated core features available in the current and future product states, including wayfinding, information hierarchy, design system components, standards and the creation of global patterns. Established an extensible framework for dashboard widgets to align with future business, team and strategic product roadmap goals.
Key usability metrics:
- User retention (return rate) and conversion rate (purchases)
- SUS scoring
- Task completion rate and drop-off rate at each step of the task
- User sentiment, satisfaction and NPS scores (sending satisfaction surveys after the conversion, analyzing AppStore ratings and reviews, analyzing customer support logs)
- User behavior (analyzing heat map and scroll map generated by app analytics)
- Technical performance (load time, crash rate, system error rate, bug reporting)
- Time on task
User research (testing):
Once preliminary research was formalized into testable variants, we setup A/B and multivariate testing to identify key features and insights that would deliver measurable user performance benefits.
- End-to-end UX process and sustainable design framework aligning end user research, stakeholders and solutions using persistent test validation within a SAFE Agile work environment
- Defined, established and supported product vision and strategy for multiple disparate products and applications
- Own design problems end-to-end, from initial concept through delivery, optimized for future maintenance and management (PLM)
- Led details of visual and motion design across desktop, mobile, tablet and numerous other formats
- Work with product teams, clients, business partners and stakeholders to define and align goals, roadmaps and product requirements
- Identify future opportunities, working as a thought leader and collaborator within the product, engineering, and marketing teams
- Partner with UX research teams to map end user and business customer needs
- Collaborated with engineers and quality teams to build delightful and reliable experiences
- Measure, ship and continuously improve designs based on quantitative and qualitative feedback
- Drive business outcomes by acquiring, educating and converting customers.
- Simplify internal procedures and review meetings to focus design on compelling, relevant experiences that drive engagement.
- Working in product teams using Agile/SCRUM and SAFE Agile methodology.
- Setup and support A/B testing to identify the solutions and interactions that are working best for end users and internal customers.
- Worked with stakeholders, partners, licensors, end users and marketing teams as a direct contributor, product director, team manager and lead.
UX:
Research and Discovery to identify actionable market opportunities. Annotated product solutions ready for rapid development and platform launch.
UI:
Curated a compelling and differentiated brand and visual UI
DEV:
Design system. corporate standards and accessibility compliant, fully annotated and validated high fidelity flows optimized for sequential sprint cycles and staging.
“We need a solution that can evolve with us. Over time.”
Business Goal
Increase utilization and effciency for primary and secondary end users of the platform upon relaunch in 20XX. Increase patient turnout by creating a user-friendly app. Increase business by creating mobile version.
Role: Directly oversee research and discovery to identify actionable market opportunities, curate a compelling and differentiated brand and visual UI, and ultimately deliver annotated product solutions ready for rapid development and platform launch.
Role: Project Director, Lead UX / UI Designer and Researcher
My Role
Direct contributor, staff mentor and strategic CX (UX, UI, User Research) lead for a small design team.
Established a comprehensive UI and design layouts compatible with existing systems to drive early stage prototype testing. Also led user research, cross functional agile teams, stakeholders and timelines to ensure timely delivery in support of multiple platforms.
Support Functions:
Directly oversee research and discovery to identify actionable market opportunities, curate a compelling and differentiated brand and visual UI, and ultimately deliver annotated product solutions ready for rapid development and platform launch.
Activities:
- Conducting user and market research (learning about product niche and user needs, running competitor analysis to understand what experience Amazon, Walmart, Instacart, Lyft and Uber offer to their users);
- Concepts ideation (writing product design strategy for individual parts of the product such as onboarding, notifications, and purchase flows);
- Getting buy-in from the business owner on strategic design decisions (communicating design decisions, impact on the business, and providing evidence-based reasoning for design choices such as ROI for individual features);
- Information architecture design (navigation system, taxonomy development);
- Wireframing (creating low-fidelity wireframes and sharing them with stakeholders and team members to solicit valuable feedback);
- Prototyping (creating mid-fidelity design for particular user flows);
- Usability testing (running a remote usability testing session to learn how test participants interact with a product and what problems they face, analyzing feedback, and communicating insights to the company management).
- Design handoff (communicating design to the engineering team, writing specifications, and redlining individual screens);
Design Method
User-Centered-Design (UCD)
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#2
Getting organized
Intake
📥
+ PROBLEM
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].
Initial data findings:
- XX% did not complete sign-up process
- XX% of returning users…
- XX% of persona experience…
Business Problem:
Decreasing user sentiment and engagement.
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+ PROBLEM
What’s the Problem?
You just moved into your new space, and it doesn’t feel like home yet. You sit in front of your computer, shopping for furniture to fill the space, Within a couple hours, you have 16 tabs opened with different options, and you can’t make a decision.
With the amount of information online, it’s more time-consuming to find the best deal before committing to a furniture purchase online. Research shows that homeowners and renters are spending more time figuring out if the furniture piece has good quality, a reasonable price, sustainable, and spatial fit.
With a smaller budget, people often find creative ways to upcycle their existing furniture. I find that most people don’t know how and what tools they need to start.
Initial data findings:
- XX% did not complete sign-up process
- XX% of returning users…
- XX% of persona experience…
- XX% of users left upon arrival of website.
- XX% of returning users were…
- XX% of persona have had last minute cancellations.
- XX% of therapists express having a “no show” from a confirmed appointment after they’ve driven to a patient’s house or planned an activity.
Business Problem:
Rapidly decreasing user engagement. Previously, app users were able to join groups and see how other users were doing regarding their health and fitness, but they did not have the option to message other users. User usage was heavy within the first three weeks, but then users would drop off and delete the app. The hope was that by integrating a messaging system, users would be able to share their fitness goals and accomplishments with friends. This would encourage users and promote sustained engagement and repeat usage.
vRepair is a complex desktop application used by Verizon’s wireless and wireline technicians to identify alert, troubleshoot and resolve network issues across the country.
What’s the Problem?
Many users unable to navigate through the experience to find content and complete tasks efficiently. [Persona] does not have [feature(s)] to [complete task].
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+ TIMELINE
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+ PROJECT PLAN
At this point, I put together a project plan to guide me through this project. I was able to determine the most efficient methods to take in order to gain the most meaningful results. This also allowed me to timebox myself and helped me stay organized and on track. I was allotted 90 hours to complete this project, so I had to think strategically.
Due to time constraints, I prioritized to build and test for the Minimum Viable Features.
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Phase I – Define 💭
Discovery research to define the problem
Phase II – Analyze 🧪
Synthesize & analyze data
Phase III – Ideate 💡
Organize ideas into directions
Phase IV – Design 🖱️
Elevate concepts into solutions
Phase V – Test & Refine 📐
Test, iterate, validate, repeat
Phase VI – Deliver ⌛
High fidelity refinement, annotations
Title
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#3
Getting up to speed
Immersion
🤿
+ IMMERSION
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+ COMPETITOR RESEARCH MATRIX
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+ MARKET RESEARCH
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⚖️ MARKET RESEARCH #1
• Uses awards and badges
• Has a competitive aspect
• Users can connect with friends and share progress
• High contrast between colors and strong use of hierarchy
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⚖️ MARKET RESEARCH #2
• Has a social feed
• Users can post their progress for friends to see
• Users are able to connect with friends within the app
• UI is clean and simple
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⚖️ MARKET RESEARCH #3
• Has a social feed
• Users can post their progress for friends to see
• Users are able to connect with friends within the app
• Has a challenge feature that includes a leaderboard
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⚖️ MARKET RESEARCH #4
• Has a challenge feature that includes a leaderboard and awards to unlock
• Uses badges and rewards to congratulate users on their successes
• Users are able to connect with friends
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Market Research Insights
After conducting the analysis, I decided that it was important to incorporate several social features into the app. These features would need to be familiar to the user and follow the lead of popular social media sites such as Facebook and Instagram. It needed to be as interactive as possible. Gamification was also an important aspect that I needed to include. The hope is that the competitive nature would excite and encourage users to stick to their goals.
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#4
PHASE I
DEFINE
Discovery research to understand and define the problem(s).
📄
+ RESEARCH PLAN
I created a research plan in order to develop a research objective, research questions, and research methodologies. I decided that I would conduct 10 hours of secondary research in order to discover popular messaging trends and human behavior behind fitness habits and encouragement. I planned to look at other well-established apps, as well as reputable fitness and health resources and articles.
Platform Configuration solution:
In Phase One, our team provided services with a deep centralized impact. Through early-stage discovery, iteration, and design, we were able to define the Platform Configuration and Payer Mapping tools.
Payer Mapping solution:
In Phase One, our team provided services with a deep centralized impact. Through early-stage discovery, iteration, and design, we were able to define the Platform Configuration and Payer Mapping tools.
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+ DISCOVERY RESEARCH
My assigned objective was to test and improve the following user experiences on a desktop and mobile platform.
1) I want to find the right makeup – such as blush – for me.
2)I want to further explore an influencer.
3) I want to begin posting looks so others could shop from me.
4) I want to learn more about a specific term, such as “concealer”.
During my research phase, I discovered that surrounding yourself with people who support your fitness goals can be motivating. Friendly competition can also contribute to boosting fitness motivation. It can create a sense of a team effort and discourage “quitting”, as well as create a sense of accountability. Being able to share one’s fitness accomplishments with their friends can also have the same effect. Social sharing gives the user an opportunity to connect with like-minded individuals who might be able to share tips, or provide further encouragement. Healthy social competition and support on social media can motivate people to work out more. According to a study by Stanford, seeing fitness-related social media posts can make users feel more motivated to work out.
I also took this time in my research phase to take a closer look at several other fitness, messaging, and miscellaneous apps for inspiration. These apps included Runkeeper, Fitbit, Strava, Lose It!, Discord, GroupMe, and Poshmark. A trend with fitness apps was the presence of social features similar to Facebook or Instagram. This included feeds, challenges, messaging, groups, etc. Aside from standard messaging features, the messaging apps also had group features. There were fun and engaging chat features such as creating events, sharing your location, and creating polls in the chat. The Poshmark app had a similar feed feature, which included a reshare button. This feature was surprisingly missing from many of the other apps that I had looked at.
Platform Configuration solution:
The team constructed “how-might-we” questions to generate creative solutions and focus on solving the right problems.
Payer Mapping solution:
The team constructed “how-might-we” questions to generate creative solutions and focus on solving the right problems.
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Feedback
“Feeling like you’re part of a nurturing, positive community or team is key in finding motivation. Surround yourself with people who adopt the personality traits to which you aspire,” says Greg Chertok, MED
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+ INTERVIEWS
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User Testing Script
While I was creating the designs, my partner worked on creating a user testing script. We planned to conduct user testing in order to uncover usability issues and to gain further insight into what the user was looking for in the product. The user testing script included tasks asking the user to create an account, log in, and upload a file to be analyzed.
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User Interviews
We planned to conduct user research to gain a better understanding of the clientele. We wanted to learn about their work environment, daily tasks, needs, and pain points. The information we planned to learn would affect our High Fidelity designs. It was important to consider the user’s needs while creating the product.
I interviewed 11 users, homeowners or renters, who have made a furniture purchase in the past 5 years. Each interview was conducted remotely through video call or in-person, and lasted about 30 minutes. Here are my main findings:
Platform Configuration solution:
After completing user interviews, we identified these Solution Goals as critical to product success:
1) Reduce Informational Barriers
2) Make Defaults King
3) Create Guardrails through Change Logs
4) Drive Operational Efficiency
5) Identify Key Personas and Priorities
6) Standardization
Payer Mapping solution:
After completing user interviews, we identified these Solution Goals as critical to product success:
1) Reduce Informational Barriers
2) Make Defaults King
3) Create Guardrails through Change Logs
4) Drive Operational Efficiency
5) Identify Key Personas and Priorities
6) Standardization
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User Insights
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#5
PHASE II
ANALYZE
Synthesize and review data.
🔎
+ SURVEYS
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+ PERSONAS
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+ INFORMATION ARCHITECTURE
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+ USER FLOWS
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#6
PHASE III
IDEATE
Organize ideas into direction.
💡
+ SKETCHES
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+ WIREFRAMES
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+ TEST / VALIDATE
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Title
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#7
PHASE IV
DESIGN
Elevate concepts into solutions.
🖱️
VISUAL DESIGN / UI KIT
Using the name “XXXXX” encapsulated the idea of community and encouragement that this app is trying to capture. I was very inspired by the UI and visual style of the Apple Fitness app. I decided that I wanted to incorporate a dark interface. I chose navy blue as my primary color.
Secondary colors included hues of blues, navy blue-greys, and a few bright, energetic colors that would pop against the dark navy background. I chose the Avenir typeface family as it is clean, fresh, and easy to read.
When searching for a UI kit, I was looking for a fitness-related kit that also incorporated some social features. I found one that included features such as notifications, messages, a fitness club screen, and a profile. I then incorporated Society Strong’s visual style into a few of the screens to get an idea if this UI kit would work. While I ended up changing the designs quite a bit in the end, I was able to assess if the design elements that I had chosen would work together.
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+ PROTOTYPING
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Fully Integrated Prototype
+ TEST / VALIDATE
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+ HIGH FIDELITY DESIGN
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#8
PHASE V
TEST & REFINE
Test. Iterate. Validate. Repeat.
📐
+ TEST / VALIDATE
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Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed tempus urna et pharetra pharetra massa massa. Id aliquet risus feugiat in ante. At consectetur lorem donec massa sapien faucibus.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed tempus urna et pharetra pharetra massa.
Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed tempus urna et pharetra pharetra massa massa. Id aliquet risus feugiat in ante. At consectetur lorem donec massa sapien faucibus.
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Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed tempus urna et pharetra pharetra massa massa. Id aliquet risus feugiat in ante. At consectetur lorem donec massa sapien faucibus.
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#9
PHASE VI
DELIVER
High fidelity refinement and solution annotations.
⌛
Fully Integrated Prototype
+ SOLUTION
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Title
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Title
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Title
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Help the Human
Key System Integrations
🔗
Help the Human
Tbd
🔗
Help the Human