Other UX Work

This and that

Moz Site Crawl

Redesign the Moz Site Crawl experience

What was our approach?
We were influenced by a book read in our UX book club, Sprint. We really wanted to try an iterative design approach and worked on iterating a new design each week. By the end of the process we had done three iterations of the design and talked with 22 customers, user-testing the prototypes each round.

What problem were we trying to solve?
Our site crawl tool was running off an older backend system that could not be easily upgraded, so we decided to build a whole new crawler to compete in the market. After a series of user interviews, we arrived at the following hypotheses to focus on for the new crawl:

Agency customers are not doing weekly crawls outside of Google Search Console, but would do so if they were simple, deep and accurate. In-house SEOs are doing weekly crawls, and would benefit from deeper data and better workflows.

The most compelling problem to solve for the “monitoring health use-case” is comparing crawls week over week, with ‘New’ and ‘Fixed’ issues. The second most compelling problem to solve is allowing for users to recheck issues, either as a new, on-demand crawl, or as a ‘recheck’ button

View interactive wireframe prototype

What were the lessons learned?
The fact that we were able to iterate on our design really allowed us to transform the design from our initial thoughts. After the first round we learned that we weren't showing an new or unique data they couldn't get somewhere else, it wasn't configurable enough, and agency customers were not doing weekly crawls. So we pivoted the design to address these new concerns.

View final interactive prototype

My role: I was responsible for the UX Strategy, Wireframes, WorkFlows, User Research and Iterative Design Prototypes.

Moz Diary Study

What problem were we trying to solve?
Historically the Moz Pro subscription has been a collection of tools that perform different tasks. However these tools often do not communicate with each other, perform similar tasks, or perform inconsistently with one another. The navigation between them can be confusing and non-intuitive. Moz needs a clear direction on how to address crossover workflows within multiple tools.

How do you keep them interested for 3 weeks?
We collected our data daily (business days) and I soon learned that sending them the same email everyday could easily become redundant, so I started to include a "fun fact" of the day. Something new and interesting in every email that might entice them to want to open the email.

My role: I was responsible for the User Research, Facilitation, Survey and Customer Recruiting.

Expedia UX

I was at Expedia for over six years, designing everything from their emails, deals pages, launching their rewards program to the Expedia homepage.

Designing Deals Pages

The goal of this project was to create a new universal promotion template that would replace our old grid style and would integrate all of our internal promotions. We approached this challenge incorporating the new “deals” API plus an improved customer experience. When launched, an A/B test was conducted, the new design was almost at a 3% conversion rate (1.2% higher than the old template) and reduced the bounce rate by 8%.

Homepage

The new homepage for Expedia.com launched in early 2010. This design was created in collaboration with wireframes created by the IA team along with multiple design iterations.

The new design was A/B tested against the old design, which consisted of a three column layout and much more content. The new design beat out the old design with higher transaction through the new (larger) form wizard. 

Launching Expedia Rewards

I was responsible for the initial launch of Expedia rewards in 2011. Expedia was transitioning to their own rewards program from a third party credit card. This project required lot of moving parts —many different lines of business having to come together, plus the integration of the new rewards UI throughout the site. Much of the work on this project was about thinking through the experience and trying to optimize the overall information architecture of this new program.

Getty Images Connections

Redesign how users search for internal Getty assets (specifically contracts/agreements)

What problem were we trying to solve?
This is one of those designs that I'm most proud of as a UX Designer. A time that I really did my job and solved a real customer problem.

As this was an internal tool, I often sat in meetings with all the actual users and really got a sense of their pain points with the current system. While talking with users I found a common theme that I heard over and over again in meetings --they had real difficulty understanding the relationships between assets (did one photographer have multiple contracts, did one contract have multiple owners?)

And while this wasn't an actual feature request the innovative visual search design solved their problem by literally showing them the connections and relationships of how all the assets related to one another.

My role: I was responsible for the UX Strategy, Wireframes, Paper prototypes, and UI Design

Learning AR/VR

Ever since I learned that immersive experiences could be more than just games, I’ve been working to figure out how to design XR experiences that help the everyday person.

As a 2D designer transitioning into the 3D world here are some musings of how I started:

• Prototyping in VR

• Figuring Out How to Sketch for VR

• DIY VR Kitchen Remodel

• My first VR Make-athon #WeMakeRealities

Here are some of my early projects to learn some basic Unity skills, some simple projects that taught me more about how to design for 3D.

• Vuforia

• Cardboard game

• HoloLens (MR) game