david service · • design & testing. david service, ux design & product strategy :...

David ServiceUser-Experience (UX) Design & Product StrategySelected Samples

Updated: October 2018

5Years of UX Experience

$5MGenerated/Saved for Clients

18Articles, Videos, & Reviews

David Service, UX Design & Product Strategy

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Table of Contents

Pages 3 - 10 Pages 11 - 16 Pages 17 - 22

Public Housing Website Redesign

UX Strategy & Digital Product Delivery

Customer-Experience (UX/CX) Redesign

Who:Who:

What:What:

Results:Results: Results:

Who:

What:

Toronto Community HousingMorgan, Lewis, & Bockius LLP JFDL Hospitality Group

• UX Strategy & Requirements.• Heuristic Analysis & User-Research.• UI Audit & Redesign.• User-Testing & Validation.

• UX Strategy & Research Planning.• Web/App Sketching & UI Design.• Content Strategy.• Prototyping & Usability-Testing.

• Fully-responsive website design.• 90% increase in successful task completion.• 50% average reduction in task time.• Improved branding & user-experience.

• Completed design of $12M eData Web App.• Developed Content & Analytics Strategies.• Designed Mobile/Tablet “Directory”Apps.• Developed and implemented “Research Ops”

• 31% increase in yearly sales.• 25% reduction in operating costs.• Website, Social Media, & Print Touch-points.• Drastic increase in new customer attendence and retention.

• UX/CX Strategy & Research.• UX Touchpoint Prioritization & Planning.• Content Strategy.• Design & Testing.

David Service, UX Design & Product Strategy : Selected Samples

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My Role: Results:I was brought on to a newly-formed UX team to help with the development of several digital products, and to establish a framework for future UX efforts.

My responsibilities included:

• UX Strategy & Advocacy.• User-Research (Generative & Evaluative).• Mobile/Tablet & Web App Design.• User-Testing & Validation.

• Completed design of $12M eData Web App.

• Developed Content & Analytics Strategies.

• Designed Mobile/Tablet “Directory” Apps• Developed and implemented “Research Ops” guide.

Collecting over $2 billion in annual billings, Morgan Lewis is one of the world’s largest law firms. With this success has come the on-going challenges of a large organization delivering timely and effective results to their client.

Facing new complexities and an evolving legal landscape, the firm was looking to create new products to deliver industry-class solutions for clients around the world.

About the Project:

Client: Morgan Lewis (1/8) Project: UX Strategy & Digital Product Delivery


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ResearchTo ensure that the diverse range of products required were successful, I helped the UX team to conduct a variety of research activities.

From research planning, survey writing and analysis, to analytics strategy, our goal was to introduce a variety of swift and efficient methodologies that would help product teams to generate more accurate requirements.

Deliverables Included:

• UX Strategy Planning.• Survey Writing, Heuristic Review, & Findings Analysis.• Analytics Strategy.• “Research Ops” Plan.

Affinity Map - To synthesize survey research findings from several hundred respondents, we used Affinity Mapping to group together common behaviours, goals, and mental models.

Heuristic Analysis - To improve usability with an existing product, a Heuristic Analysis was conducted to find common issues that could be corrected. The usability issues were flagged in terms of priority, with the most severe being addressed first..



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UX Analytics Strategy - As part of a large intranet redesign effort, I introduced key stakeholders to a UX Analytics Strategy to improve the existing product by identifying problem areas to redesign.


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DesignFrom our completed research, the UX team used a variety of high and low fidelity design tools to explore potential solutions.

Appropriate solutions were then refined into styled mock-ups and prototypes, and during this process we took the opportunity to work with the in-house Marketing team to create a unified style guide for the entire range of digital products.


• Web/App Sketches & UI Mock- Ups.• Visual Asset Production & Unified Style Guide.• Heuristic Review (eData Web App).• Content Strategy Plan.


Wireframes & Mock-ups (Web App) - Pencil and paper wireframes were used to flesh out rough ideas, and these concepts were later refined in Sketch so that they could be presented to stakeholders as a visual user-flow.


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Wireframes & Mock-ups (Mobile App) - Pencil and paper wireframes were used to flesh out rough ideas, and these concepts were later refined in Sketch so that they could be presented to stakeholders as a visual user-flow.


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Universal Style Guide - To ensure brand and user-interface consistency across digital products, the UX team assembled and refined a universal style guide.

Content Strategy & Email Design - A content strategy was designed and implemented to produce an ongoing company-wide email campaign which drastically raised awareness and participation in online training.


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Testing & ValidationTo ensure that our designs met users’ needs throughout the organization, we conducted extensive usability-testing sessions with both prototypes and early production code.

We included as many project team members as possible for each testing session, so that everyone could observe the sessions and then contribute towards a solution. Refined design iterations were then demonstrated for project stakeholders for additional feedback and approval.


• Usability-Testing.• Prototypes.• Project Presentations/Review with Stakeholders.


Native Prototype - Native code prototypes were used to explore a wide array of functionality during the usability-testing of a complex web application.

Axure Prototype - Axure prototypes were used for mobile and tablet apps; this allowed us to showcase high-fidelity funcitonality to stakeholders and perform in-depth usability-testing.


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Usability Findings - Our usability-testing produced validated featues, while also providing specific targets for improvement in the next design iteration.


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My Role: Results:Working with several mentors as part of the Springboard UX Design program, I led the full UX design process consisting of research, design, and validation phases to redesign the Toronto Community Housing website.


• UX Strategy & Requirements.• Heuristic Analysis & User-Research.• UI Audit & Redesign.• User-Testing & Validation.

• Fully-responsive website redesign.

• 90% increase in successful task completion.

• 50% average reduction in task time.

Facing an unprecidented rise in housing prices over the last several years, the Toronto Community Housing corporation needed a more efficient way to provide placement, support, and third-party vendor services to over 164,000 city residents in need of affordable housing and social services.

This redesign focused on making a comprehensive array of services easy to access and understand, thereby reducing costs and inefficiencies in other areas (i.e. call-center volume and efficiency, emails, etc.).

About the Project:

Client: Toronto Community Housing (1/6) Project: Website Redesign


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Website RedesignClient: Toronto Community Housing (2/6)

ResearchThe first step for this project was to identify and understand the general problem(s) that need to be solved for the organization, how we could solve them by delivering value to users, and the specific means of building that solution.


• Stakeholder & User Interviews, Surveys, & Research Findings.• Heuristic Analysis & User-Interface (UI) Audit.• Personas, Empathy Maps, & Content/Feature Requirements.• Card-Sorting, Information Architecture, & User-Flows.

Personas - Detailed Personas were produced to keep each type of user (and their unique combination of needs) in mind.

User-Flows - These were used to map out how users would progress through the website, and what content/features they would need at each step.


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Card-Sorting & Tree-Testing- These research methods were used to build a comprehensive and understandable information architecture for this large website.


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DesignWith our research completed, we began wire-framing using pencil and paper sketches; this provided a quick, easy, and inexpensive way to play with ideas that were refined into a testable design.

From there, we began to flesh out a style guide that communicated the desired brand message to tennants, business partners, and executive decision-makers.


• Wireframe Sketches.• Refined Wireframes.• InVision Prototypes (for User- Testing).• Style Guide.

Wireframes- Detailed wireframes were designed and refined for each page (and device size), and through several iterations became the basis for the prototypes that followed.


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Style Guide- A complete style was produced to outline the visual style, grid system, and design assets to be used for each element of the website.

Brand Essence Wheel - A renewed set of brand impression targets became the foundation for the visual design system.


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Testing & ValidationTo keep the website re-design as user-friendly as possible, several rounds of usability testing were conducted as the prototype matured.

Starting with a wireframe-based version so that participants could focus on the structure, content, and functionality, several iterations were produced on the resulting feedback before visual styling was applied to the refined prototype.


• User-Testing & User-Interface Refinements.• Finished Design Mockups.• High-Fidelity Prototype.

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Usability-Testing - Mock-ups were constructed from on-going usability-testing, and additional improvements were noted for each batch of users.

InVision Prototype - Interactive Prototypes were used in the final stages of testing before the design was submitted for development.


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Project: Customer-Experience RedesignClient: JFDL Hospitality Group (1/6)

My Role: Results:I was the Lead UX/CX Designer for this project, working directly with ownership, management, staff, and customers to create a seamless, industry-class hospitality experience.


• UX/CX Strategy & Research.• UX Touchpoint Prioritization & Planning.• Content Strategy.• Design & Testing.

• 31% increase in sales.

• 25% reduction in operating costs.

• Drastic increase in new customer attendence and retention.

• Increased brand perception and customer-loyalty.

After nearly 10 years of successful operation, this family-run hospitality chain was rapidly losing ground to larger competitors entering the marketplace. Looking to reconnect with established patrons while attracting new families moving into the area, the entire customer-experience was mapped out to identify touchpoints that needed to be introduced or updated.

During this user/customer (UX/CX) redesign process, this business experienced explosive growth and set the industry standard for the area until it was sold for over three times its initial valuation.

About the Project:


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Customer-Experience RedesignClient: JFDL Hospitality Group (2/6)

ResearchTo begin the customer-experience (CX) design process, a proper understanding of the business’ value proposition was reached; working with ownership and management, we quickly identified the key values and offerings that initially made the business successful, and made a renewed commitement to directing our efforts towards those strategic goals.


• Value Loop & Strategic Priorities.• Customer Research & Analysis.• Experience Map with Identified UX Touchpoints.• Competative & Brand Analysis.

Value Loop - This deliverable was instrumental in focusing all team members on the problem the business was solving, how we would solve it in terms of delivering tangible/intangible value, and what we wanted to receive from our customers in those same terms.

Competitive Analysis - Taking stock of the quantitative/qualitative value offered by the business, we could also examine those aspects in our competition to drive design value to the most effective areas.


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Customer Experience Map - Initial research focused on ploting how customers made decisions, and the touchpoints associated with each step. This helped us to target critical touchpoints first, and maximize business results.


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DesignUtilizing what was learned from our research and several subject matter experts, we began by focusing on internal touch-points that would help the business to retain its existing customer base and create positive word-of-mouth. External touch-points were then created/updated to communicate the value being offered to the broader public, which attracted new patrons.


• In-House Touchpoints: • Staff Resources, Training, & Feedback. • Menus & In-House Marketing Materials. • Refreshed Branding, Signage, & Upgraded Infrastructure.• External Touchpoints: • Fully-Responsive Website. • Social Media Strategy & Channels.• Digital & Print Advertising. Style Guide.

Sitemap - Deliverable for the responsive website, showing architecture and interactions with other media (i.e. email and social media elements), and how information would flow between those touchpoints.


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High-Fidelity Wireframes - Used for early usability-testing, and later provided a basis for the production website itself, this deliverable provided a basis for development.


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Testing & ValidationBefore releasing each new CX/UX touch-point to the public, informal usability testing was conducted with customers to gain the feedback needed for further design iterations. As each improvement was made, it was validated by keeping a close eye on real-world sales, ongoing customer satisfaction surveys, and staff feedback to ensure that business goals were being met.


• Customer Touchpoint Testing & Feedback.• Quantitative Reports: • Sales Reports. • Market Projections & Analysis.• Qualitative Feedback: • Touchpont “Scorecards”. • Staff & Management Meetings. • Customer Surveys. • On-Site Observational Research.

Touchpoint Scorecard - Outlining the performance of each touchpoint in terms of customer-needs and business outcomes, this allowed us to track the results of our design efforts over time.

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www.linkedin.com/in/david-service

[email protected]

215-421-6522

www.davidserviceux.com

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Thank you for your interest.If you’d like me to help with your next project,

or have any questions about my work, experience,or accomplishments, feel free to get in touch.

https://www.linkedin.com/in/david-service/

mailto: [email protected]

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