david schoen portfolio

tel (312) 833.7864 | email [email protected]

DAVID SCHOEN

websites, mobile apps and applications

people love to use

DaviD SchoenS r . U s e r E x p e r i e n c e ( U X ) A r c h i t e c t tel ( 312) 833.7864

email [email protected]

Linkedin www.linkedin.com/in/daveschoen

Online Portfolio http://goo.gl/z8HMb

Online Portfolio: http://scr.bi/portfolio_dschoen

Select Portfolio SectionS with SamPleS

01 websites Marriott International SPRINT Revo Walmart

02 mobile applications Geico Glovebox

03 enterprise software Pepsi

www.linkedin.com/in/daveschoen


DAVID SCHOEN

section 1 websites

full reservation | marriott.com

SolutionIn order to address Marriott’s situation, my team and I conducted an in-depth Heuristic Evaluation and expansive competitive analysis. This allowed us to delve deeper and gain significantly more insight beyond what was already collected by Marriott.

The findings allowed us to better align the business objectives with the customer needs to evaluate and redesigned the information Architecture (IA) and Interaction Design (IxD) experiences in parallel.

Our starting point was the findings from our research, which included narrative scenarios that described real-world task flows. These task flows served as the roadmap for re-establishing and redesigning the IA and IxD quickly and easily.

Iterative design and Usability Testing took place over a total of three days with eight customers participating in one-on-one sessions to uncover specific usability challenges.

reSultThe UX initiative produced a significant ROI for Marriott International and, for the first time Marriott’s online reservations accounted for more property reservations than Reservation Services combined.• 49% increase in online reservations• increase of 175,000 in repeat customers

compared to 89,000• Decrease in call center reservations by

62% over last quarter

oPPortunityMarriott is a worldwide operator and franchisor of a broad portfolio of hotels and related lodging facilities.

Marriott collected a large amount of customer comments, complaints and suggestions over an extended period of time. Conceptually Marriott knew where the sites major pain points were, the problem was they didn’t know how to translate them into actionable site improvements.

Marriott discovered that a significant proportion of online users had difficulty finding properties in comparison to one another (i.e. location, price, etc.), found the the site navigation and work flow confusing and, found it difficult to find property specific information. More over, Marriott Reservation Agents documented a staggering number of customer complaints concerning the site and reported higher than average industry call center volumes.

marriott international

Challenges• Disjointed navigation

and work flow• Hard to find or

missing property information

• Inadequate site architecture and technologies

Approach• Heuristic evaluation &

scorecard• Competitive Usability

Analysis• Card Sorting• Interactive wireframe

models & hi-fidelity prototypes

• Narrative scenarios/Use Cases

• Usability Testing

Outcome• 49% increase in online

reservations• 62% decrease in call

center calls

Tools• Axure• Morae

http://marriott.com


DAVID SCHOEN

section 1 websites

xD DeliverableS (below): wireframe/PrototyPeS for teStingmarriott international

sample xd deliverables

Axure rp (rapid prototyping) allowed us to quickly create and update wireframes/prototypes in addition to testing in native web browsers - prototypes were posted to a dedicated server for remote usability testing in our lab.

Note: the following collateral represents a portion of the “pre-booking” use cases/tasks during usability testing.

11 - zoomed in view of property sorting

(user can sort on either distance

or rate (ascending order))

(2) location identification: user

clicks on “City or airport code”

field the types location

(interact search based on

charactor to location match

(2 char. varidation - required)

(1) initial state: entry points - upon

page land or button click in

work-flow

(3) calendar widget: user clicks

on either date (chk-in/chk-out)

field - activates calendar.

annotated lo-fi wireframe/prototype (axure) in sketch mode (ut iteration 2) annotated mid-fi wireframe/prototype (axure): (ut iteration 3)

annotated rough sketch lo-fi wireframe: used to establish ia. next step was to incorporate ixd in axure rp for testing

1 - tab navigation (field info carry over)

2 - instant interactive search (city & location)

3 - auto populate based on visiting field

(One way work flow)

4 - auto populate based on visiting field

(One way work flow)

5 - interactive calendar widget with 2 day default

based on current date (field click initiates

calendar widget)

6 - free form input (# validation happens during

the property confirmation process)

7 - rotating add banner (10 sec. delay)


DAVID SCHOEN

section 1 websites

full e-commerce | sprint.com

SolutionTo focus their efforts, my team and I first identified and prioritized major user-experience roadblocks, including visual distractions and a confusing user interface. Next, we redesigned the information Architecture (IA) and Interaction Design (IxD) experiences in parallel to eliminate these roadblocks.

We worked with Sprint stakeholders throughout the project and created multiple iterations of wireframes and hi-definition prototypes. To test the proposed alternative designs, we conducted Usability Testing on both the new designs and the existing web site.

Usability Testing took place over a two day period. Seven customers participated in one-on-one sessions to uncover specific usability challenges. Additionally, questions and topics for the moderator to discuss with the users were developed to learn more about their feelings towards the site.

We made additional refinements based on user feedback to maximize the effectiveness of the new design. In the end, the team produced three significant improvements.• A shopper-friendly search form and filtering system• A more intuitive user interface structure• A vastly improved creative redesign that eliminated visual

distractions

reSultThe new design improvements enable Sprint customers to quickly and easily find the service type, products and information they were looking for. • Increased repeat and new customers by 140,000 (68%)

over last quarter• Increased search success by 46% in 19 weeks• Reduced error rate by 59%• Increased revenue by 79% over last years earnings

oPPortunitySprint-Nextel Corporation is an American telecommunications company based in Overland Park, Kansas. The company owns and operates Sprint, the third largest wireless telecommunications network in the United States, with 53.4 million customers, behind Verizon Wireless and AT&T Mobility.

While undergoing a major online marketing initiative, Sprint took the opportunity to make tactical improvements to its web site. The telephony giant sought to improve its customers’ online experience by making it quick and easy to find desired services, products and general information. Ultimately increasing sales conversion rates and customer loyalty.

Challenges• Visually distracting• Inadequate search

capabilities• Confusing & complex

navigation• Incomplete FAQs

Approach• Heuristic evaluation

& scorecard• Competitive Usability

Analysis• A/B split Usability

Testing• Card Sorting &

Sitemap • Interactive wireframe


• Narrative scenarios/Use Cases

• Usability Testing

Outcome• Increased search

success by 46%• Reduced error rate

by 59%• Increased revenue

by 79%

Tools• iRise• Morae• MindMap

SPrint


DAVID SCHOEN

section 1 websites

photo taken during one of our card sorting activities to establish site navigation. we had several strong personalities in our meetings, therefore we utilized a technique called the “kj method” to balance out participation and input

xD DeliverableS (below): carD Sorting anD Site navigation SPrint

during our heuristic evaluation process we identified and prioritized that the site navigation was one of the first items we had to address. we utilized card sorting and then a mind mapping tool (concept draw’s mindmap) to finalize and disseminate the site maps to the appropriate teams and departments.

site navation (display below is 2-levels deep): the site was very content rich, we utilizes a mind mapping tool to quickly and effectivily map out our new site architecture


DAVID SCHOEN

section 1 websites

full e-commerce | revo.com

SolutionLeading and conducting the Usability Audit for Revo’s website, I examined every aspect of the client’s website down to the pixel level–from its architecture and navigation, to its layout, copywriting and of course its shopping cart functionality. Virtually every pixel of the website was put under the microscope to reveal all the website’s hidden barriers to sales. Web traffic reports were examined to find clues as to trouble spots and, Usability Testing was conducted to see where real customers got confused or frustrated.

We brought to light literally dozens of previously unknown problems and once pointed out, many of these problems seemed obvious. The client, being to close to the website to see it objectively, had never noticed them.

reSultThe Usability Audit had revealed so many problems, that major changes were necessary, particularly the homepage, product catalog and shopping cart. Fortunately, the Usability Audit included a hi-definition prototype and an easy-to-follow action plan which made implementing the changes much easier.

When the revised website was launched, the client immediately experienced an increase in market sales. • Conversion rates increased to 4.3% (increase of

2.5%) in 6 months.• Online sales increased 26%• Site traffic increased 25% • Bounce rate decreased 19%

oPPortunityRevo is a leading sunglass and eyewear manufacture.

They already enjoyed excellent search engine visibility and online sales. Their website was therefore experiencing a good deal of traffic. The problem was their conversion rates were low; only 1.8% of website visitors completed a purchase.

Internally, Revo determined some SEO efforts were required in order to maintain the website’s excellent visibility. The most prudent allocation of resources would be towards improving the website’s conversion rates. In other words, to turn more visitors into paying customers.

revo Sun glaSSeS

Challenges• Lost Call To Action

opportunities• Complicated product

& cart process• Ineffective cross

selling• Disjointed navigation• Counterintuitive page

layout

Approach• Heuristic Evaluation

with scorecard• Competitive usability

analysis• Heat Mapping• Card Sorting• Narrative scenarios/

Use Cases• Accessibility• Usability Testing

Outcome• 4.3% increase in

conversion rates• 26% increase in site

traffic• 19% decrease in

bounce rate

Tools• Tobii eye tracking• Axure• Morae


DAVID SCHOEN

section 1 websites

xD Deliverable (below): heuriStic evaluation rePortrevo Sun glaSSeS

to understand and baseline usability issues we first conducted heuristic evaluations. they brought to light literally dozens of previously unknown problems and once pointed out, many of these problems seemed obvious.

a colleague and i each performed independent heuristic evaluations - we then compiled our findings into the final findings report. the following excerpts are from our initial evaluation, we later performed another evaluation post launch.


DAVID SCHOEN

section 1 websites

full e-commerce | walmart.com

SolutionWorking with Walmart to establish actionable business objectives, my team and I determined that the following items were crucial to achieving Walmart’s business goals:• Determine who was using the site• Establish visitor intent and level of success• Understand the navigational behavior of visitors and attitudes

toward the site• Identify key areas for improvement• identify lost CTA opportunities

Usability Testing took place over a three day period witheight customers participating in one-on-one sessions to uncover specific usability challenges; we established a set of tasks focused around the key findings from our Heuristic Evaluations and analytics studies.

Walmart wanted to delve deeper into the results to obtain additional actionable items to make the site easier to use and drive customers to take action. We combined Usability Testing with eyetracking to capture what the users were saying compared to what they were actually looking at. This combination allowed us to greatly enhance the information architecture of the site to take advantage of CTAs and new page layouts.

reSultAt the conclusion of the Usability Test, we were able to compile the results and provide hi-fedelity prototypes and analytical results to Walmart’s development team regarding specific challenges that users faced when using the site. Since we were able to learn more about what users came to the site to do, we were also able to recommend specific changes that would also enhance the user’s experience and affinity for the site and for Walmart as a company. • Online sales increased by 48% over last quarter• Satisfaction improved by 28%• Conversion rates increased by 15% • Brand affinity improved 50%

oPPortunityWalmart is an American public multinational corporation that runs chains of large discount department stores and warehouse stores.

The usage of the site over the last three years was increasing steadily, but online orders were only increasing incrementally. With increasing importance being placed on Walmart’s online store to provide important product and availability information for online orders, Walmart wanted to learn more about how they could improve the experience for users and learn more about how users were using the site. Walmart also wanted to identify opportunities to increase online orders, overall customer satisfaction and increase shopper awareness not only on the site but also to make the shopping experience more enjoyable in their brick and mortar locations .

walmart

Challenges• Low conversion rate• Lost Call To Action

(CTA) opportunities• Disjointed navigation• Counter intuitive

page layouts

Approach• Heuristic Evaluation

with scorecard• Competitive usability

analysis• Heat Mapping• Card Sorting• Narrative scenarios/

Use Cases• Usability Testing

Outcome• 15% conversion rate

increase• 50% improvement in

brand affinity• 48% increase in sales• 28% increase in

reported customer satisfaction

Tools• Tobii eye tracking• Axure• Morae


DAVID SCHOEN

section 1 websites

xD DeliverableS (below): eye tracking (heat maP) anD uSability teStingwalmart

walmart wanted to delve deeper into the results to obtain additional actionable items to make the site easier to use and drive customers to take action either online or at brick and mortar locations. we combined usability testing with eyetracking to capture what the users were saying, what they were clicking on and what they were actually looking at. this combination allowed us to greatly enhance the information architecture (ia) of the site and enable optimal CTAs placement.

we utilized techsmith’s morae software for usability testing in parallel with tobii glasses eye tracking hardware and software, this allowed us a 360 comprehensive testing experience.


DAVID SCHOEN

section 2 mobile applications

SolutionIt was clear from the beginning that the product should be intuitive, easy to use and incorporate best-in-breed usability design principals, while maintaining branding cohesion. After initial interviews with Geico, I determined that it was imperative to include users in the early design stages to not only learn about their preferences, but to also build loyalty and awareness for the new iPhone app.

Using online surveys, we launched interactive interviews utilizing “logic branching” to probe deeply in areas of interest. The surveys asked users to vote on key features and identify new features that would motivate them to use the new app.

In three days, 750 opt-in responses were returned. Users were pleased they were being included in the design effort and opt-ed in to join an advisory panel.

We conducted a competitive usability analysis of features, functionality and assessed “ease of use” for simular type apps in order to determine usability requirements.

This work was supported with interactive wireframe models and hi-fidelity prototypes. The challenge was to design a simple workflow for the small screen but still fulfill the business and user needs.

reSultAt the conclusion of the Usability Test, we were able to compile the results and provide very detailed hi-fidelity prototypes to Geico designers and development teams. Since we were able to learn about the user’s needs, we were able to enhance the user’s experience and affinity for the app and for Geico as a company. • For 3 consecuative years Geico Glovebox has been rated 4.0/5.0 or

better in customer satisfaction• GEICO reported that within six months, the new iPhone app

was downloaded more than 32,000 times

oPPortunityThe Government Employees Insurance Company (GEICO) is a Fortune 500 insurance company.

Geico determined early on, that in order have a successful iPhone launch, the new iPhone app needed to accommodate the following user experience objectives:• Make customer policy, claim and emergency

contact information readily available to strengthen Geico’s service value proposition

• Create a simple payment processing gateway• Provide additional “value add services” to

strengthen trust, usage and loyalty for potentially new and/or existing customers

• Expand marketing efforts onto a mobile platform while maintaining branding cohesion

Challenges• Provide policy &

claim information• Support Payment

Processing• Provide additional

services (i.e roadside assistance, etc.)

• Build loyalty & awareness

• Expand marketing

Approach• Requirements

gathering• Online surveys• Competitive usability

analysis• Interactive wireframe


• Usability Testing• Accessibility

Outcome• High customer

reviews (avg. 4.0/5.0)• 32,000 downloads in

the first 6 months

Tools• Omnigrafille• Morae• Photshop & Illustrator

ios - iphone and eventually ipad

geico glovebox


DAVID SCHOEN

section 2 mobile applications

xD Deliverable (below): wireframeS for teSting (note: for aesthetic reasons and space constraints, i intentionally left out all wireframe annotations)

geico

at the time of designing this application for gieco, the iphone 3g had only been on the market for about six months. this posed several hurdles regarding technology and conventions. meaning, mobile conventions and heuristics had not been completely established and supporting technology for wireframing and prototyping had not caught up yet. it was a new frontier, especially for companies scrambling to determine how to use this new platform to broadening and support their customer base in this new space.

Note: the following collateral represents a portion of the “make a payment” use case/task used during usability testing.

lo-fi wireframe (omnigraffle)(ut iteration 3)

1 23

(1) home screen: user clicks

on “bill pay & id cards” button (2)

(2) “my policy” screen is

displayed. User clicks

the “make payment”

button (3)

(3) the “my payment center” screen is

displayed. User selects the

the amount they want to pay and the

payment method. payment is completed

by clicking the “make payment button” (4)


DAVID SCHOEN

section 3 enterprise software

SolutionAfter several cross organizational meetings I presented Pepsi with a roadmap consisting of three main elements:• Up-front user research to observe how their users were

currently using existing systems, how they performed their job functions, etc.

• Wire frame and hi-fidelity interactive prototypes• Usability Testing with Pepsi and external supporting

organizations

Phase 1: We began by conducting user research to understand how users were currently using the existing system(s) including what barriers they were encountering. Many of the issues we discovered had been reported, but actually observing issues in a real-life situations provided Pepsi and my team a deeper insight.

Phase 2: Our starting point was the findings from user research, which included narrative scenarios that described real-world task work flows. These work flows served as the roadmap for creating a new interface that would help users accomplish tasks more quickly and easily.

Phase 3: The final phase of the project was testing the new design with a select sample of users. I created wireframes and hi-fidelity interactive prototypes of the new system that would identify any areas where we could improve. The testing was conducted in four locales.

reSultPepsi is no stranger to large EAI software implementations and determined that: • Development time was decreased by 48%• Reduction its training costs to get new users fully operational

on the system increased 68%• Productivity increased 57% compared similar

implementations

oPPortunityPepsi (PepsiCo) is an American multinational corporation with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products.

Pepsi stated infallibly that rolling out new software solutions in the past have taken considerably longer than they would of liked and the learning curve had sizable financial consequences: • Support and training costs were high• The time required for up-front training meant that

Pepsi couldn’t roll out new enterprise applications to their business units as quickly as they wanted, which in turn impacted revenue

• Users needed too much hand-holding, which resulted in higher support costs

Challenges• Consolidation of

screens • User acceptance of

new technology• Opposition to change• Outdated training

methodologies

Approach• Competitive usability

analysis• Task Analysis• Story Boarding• Card Sorting• Field Studies & Focus

Groups• Accessibility• Usability Testing

Outcome• 48% decrease in SDLC• 68% decrease in

training time• 57% increase in

productivity

Tools• Axure• Morae

sap-erp | (Enterprise Resource Planning)

PePSi


DAVID SCHOEN

section 3 enterprise software

xD Deliverable (below): Story boarD anD PerSona ProfilePePSi

to establish accurate persona profiles we needed to better understand the client environment; the interactions between teams, business units, day in the life of, etc. - thus we utilized several tools and techniques.

we found story boarding to be exceptionally helpful, especially to build context and consensus and, win over individuals crucial to this initiative. this part of the process went over so well with the business owners, sponsors and SMEs, that individuals would hang the story boards up in their cubicles and offices as reference aids long after we finished phase.

storyboard of one of our story boarding sessions. we found that the more we incorporated a sense of humor and huminiaes the process of the story boards, the more we connected to the client and the stronger our relationship was. for a process that could be very dry, take the steps we took proved to be so successful with pepsi, that we literally had a “full house” each session.

we were informed after the project, that pepsi regarded the persona profiles in such high regards that they also used them for internal training documentation, job posting and marketing collateral.

david schoen portfolio

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