Understanding what the user needs and then facilitating it can be challenging—especially when optimizing for a complex, multi-step journey. The UX/UI process changes must adapt to the challenge—which tools and exercises to apply will vary depending on the specific problem we're trying to solve.
I've designed for desktop, web, and native apps, and crafted experiences for companies from bootstrappy startups to NASA. I can help you click with your customers!
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It's critical to understand different stakeholder perspectives—for example what the business wants vs what the customer(s) needs. This account portal began with a collaborative card sorting exercise for each audience to identify and prioritize functionality. Then I mapped out the most complicated workflows with the client, and did further data modeling.
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In lieu of doing traditional wireframes, I developed the UI design system which allowed us to move directly into doing rapid prototyping simulating a 'real' user experience.
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The final mobile-first web app is a simple but effective tool for customers. Arguably it was a victim of its own success, setting up autopay was so easy that customers often didn't log back in for months at time!
The primary goal of this customer portal was to give users the flexibility to control their own experience, reducing CSR overhead. The native Salesforce experience was awful, so we developed a mobile-first web app in React that integrated securely with the SF data. The portal gave customers ability to set up autopay and different communication preferences. It also kept them better informed of weekly service visits, improving their perception of our value.
When launching a new low-fare airline, you need the right team to make it fly. I had the good fortune of being an integral part of that team that rebranded & repositioned Independence Air—from a contract carrier for United to a new, customer-centric airline. I touched every aspect of this new brand and gave it wings, starting with a company logo and an employee handbook to help reorient.
In less than one year, the brand made history when it was recognized for its astounding success, ranking 2nd in customer airlines with greater amenities and much larger marketing budgets. Independence Air was also ranked 3rd by Travel + Leisure’s World’s Best Awards and honored as one of 10 travel industry “Extra Mile” winners by Budget Travel Magazine.