Ashfaq Amin UX Designer, Researcher aamin@sfu.ca +1 604.396.8272

BSc. in Computer Science & Engineering

Bangladesh University of Engineering & Technology

2007 2012 2013 2014 2016 2015

MSc. in Interactive Arts & Technology

Simon Fraser University (SFU)

2010

Junior Engineer Mukto Software Ltd.

Software Engineer Mukto Software Ltd.

UI Designer Playdom

(Disney Interactive)

UX Designer Grameenphone Ltd.

(Telenor Group)

Freelance UX Designer via Toptal

Research Assistant Pain Studies Lab, SFU

Teaching Assistant IAT 235: Information Design

About Me

2017

Skills

UX User Studies and Research Prototyping Wireframing UI Design Quantitative Research Methods Qualitative Research Methods Service Blueprint Personas, Scenarios

Softwares Balsamiq Mockups Axure RP Photoshop, Illustrator Sketch Invision Tableau Unity JMP, SPSS

Code HTML5/ CSS3 jQuery LaTeX SQL (MySQL) C/C++ (basics) PHP, Python (basics) SASS (learning)

Data Gathering App

The Arc, USA

Goals

For ‘Staff members’ who will use it to collect data from their clients on-the-go.

Large amount of data requiring long forms.

Mobile First

My Role Ideation Wireframes Prototypes Visual Design High fidelity Mockup

Software Axure RP Invision Pen and Paper

A freelance project

Collaborated with Marketing team in USA and Dev team in India

Identifying Use-cases and User-roles

Sketching the initial ideas

5 step data collection wizard

Interactive Wireframe

Interactive Wireframe

UI framework built with React for faster development

No scope to test with actual users !!

First-Time Experience

Grameenphone Ltd.

Grameenphone Ltd. is the largest telecom operator in Bangladesh with over 50 million customers and 46% market share.

My Role

Project: First-Time Experience

Service Design Project

User Research Interviews Focus Groups Guerrilla tests Personas Scenarios Customer Journey

IxD Prototyping Detailed guidelines Managing front-end development

Visual Design UI guidelines Web, Mobile, Print

Goal

Redesign the onboarding process of the new Grameenphone (GP) customers and improve the essential services (internet packages, FnF, SMS, USSD) for the existing customers.

Reduce the number of calls in customer service by 30%

Improve GP brand NPS to work towards NPS leader in the market.

When a customer buys a GP connection for the first time, instantaneously they should be able to make calls, send sms, browse internet, add FnFs and discover voice and internet packages. Baseline research showed that the first time success rates for these major user tasks were significantly low.

30% A staggering 70% test users were unable to perform very basic tasks like–package change, FnF management, internet activation.

20% Only 20% customers were able to identify their current call rates.

Identifying the problems through Usability Analysis

We were able to increase the success rate for package discovery, and FnF management to more than 70% from 30%. And, we increased the current call rate identification to 90% from 20%

Significantly Increased Success Rate

The biggest impact was ~30% reduction in Customer Care calls regarding Package discovery, activation, and FnF management. Customers were able to perform these tasks significantly better regardless of the channel they were using.

Reduced Calls in Customer Care

Increased NPS

We contributed to increase the Brand’s Net Promoter Score (NPS). Our usability tests showed a significant improvement in the SUS and NPS ratings.

Impact

Voice Internet

Personas

Web Media Advertisements

SMS, USSD

GP Devices

Smartphone App Customer Support

First Time Experience was a half-year long project which aimed at improving the whole GP multi-channel experience. I was involved in the UX process for all the channels. However, my major contributions were in the highlighted sections.

Scope

Previously we had three main personas created by the Product and Marketing teams which were outdated, and did not reflect the needs of Smartphones and Internet Usage. Based on our user research, I helped redefine the personas.

Redefining Personas

Friends-n-Family (FnF) is useful in persuading customers to choose packages. However, FnF packages (all other packages in general) were created on-demand without following a guideline.

Solving the problems for FnF and Internet

Problems

Processes built on assumptions, but never validated A substantial lack in design-thinking among employees

The two most popular methods for activating and managing packages were SMS and USSD. I prototyped the new SMS and USSD formats that significantly improved the accuracy in finding and managing packages.

Based on the findings of my initial user studies, I simplified the instructions for FnF management. I tested and refined the instructions in 3 iterations. For fast testing and refinement I used Whatsapp during the interview process.

PROTOTYPE

User Input

Demo System Response

BEFORE

30% success With previous USSD instructions success rate was very poor.

AFTER

90% success After modification the success rate was 90%

Solving the problems for FnF and Internet

Observing and interviewing users in experience lab (IDI, FGD), in the fields (guerilla tests), at their home (diary studies)

Solving the problems for FnF and Internet

We introduced 'Bangla' as the primary language for communication in web, text messages, USSD, and handsets.

The Language Barrier

Ideation and user flow

Paper wireframes

Balsamiq mockups

Envisioning a One-stop App

60% word reduction

I designed the final high-fidelity prototype manual in Adobe Photoshop.

BEFORE

AFTER

User Manual Redesign

Customer Journey

A lot of GP customers, especially the ones in the rural areas, buy smartphones sold by GP. Most of these phones are low priced and imported from 3rd party vendors. I made a device guideline so that every time GP brings a new handset to the market there is no need for the UX team to do the inspections. I documented and presented this guideline for all the teams working in GP.

DEVICE GUIDELINE

UX Specifications and Guidelines

I identified scenarios of different user groups and made guidelines accordingly.

INTERNET PACKAGE GUIDELINES

To improve the communication on the website about internet packages I created and tested different wireframes layouts.

Identified process flows in different scenarios and, made guidelines for simplification.

UX Specifications and Guidelines

In the discovery and baseline research phase I conducted in-depth interviews with current costumers to find out existing problems. Also, I conducted usability tests with existing processes and customers. After analysis and documentation, I communicated my findings across all the stakeholder teams in this projects.

I conducted Guerrilla Tests with the UX team before and after implementation of the different phases of the project.

I led focus groups with different customer segments to test GP products across multiple channels.

DISCOVERY Stakeholder Interviews

Card Sorting Surveys

STRATEGY Personas Scenarios Workflow Maps Customer Journey

DESIGN Information Architecture

Wireframes Prototypes

High-fidelity Mockups UX Specifications and

Guidelines Implementation

TEST Lab Evaluation In-depth Interviews Focus Group Guerrilla Tests

Celebrate

UX Process

Portfolio Website ashfaqamin.com Visit my website to get an idea about my UX and Research projects.

Thank You. CONTACT aamin@sfu.ca +1 604.396.8272