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Page 1: Bryan Daniel UX Portfolio

User Experience Lead, Information Architect & UX Practitioner

Bryan Daniel

UX

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For a successful customer experience (emerging device, enterprise application, web

marketing or web app project), you need someone who can

•Collaborate closely in an Agile Definition team and with a Delivery team to ensure that the desired user experience is delivered!

• Effectively translate “the ask” and requirements of the Business to IT & Creative…

• Elicit and elaborate the user stories: needs, tasks and goals of the user …

•Guide and collaborate with the Agile team stakeholders with the Business owners

utilizing best practices and thought leadership…

•Define the user experience with user stories, wireframes, mockups, prototypes, style guides & supporting documentation…

I’m that someone

Bridging the Gap

• Systematically research the user’s needs and become their advocate…

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ContentsOverview of ExperienceCase Studies & Work Product

GameStop – Customer Experience Architect – Mobile & WebNissan Landing Pages – UX Architect & Program MgrEli Lilly Sharepoint Application – UX Design LeadULEnvironment.com User Research – UX Lead & ResearcherFirst Choice Power eCommerce site – Information ArchitectCDE Site Discovery & Recommendations – UX Lead,

Business AnalystUnited Heath Group Salesforce.com Usability Audit & Recommendations

– Usability Lead, Business AnalystCapabilitiesTypical Deliverables

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Why Bryan?25+ years Sales,

Marketing & Advertising

20+ years business development • Leading & supported

new business opportunities

15+ years Digital/Online experience • developing advanced

and highly interactive web/technology interfaces

13 years End User-focused design

• leveraging User-centered design, Usability, Information architecture, Interactive design, Content strategy, Mobile delivery, Usability testing and Web best practices

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Why Bryan?Major contributor to a

culture of innovation and collaboration across large teams

Proven experience in discovering, establishing and championing the client vision in developing user-centered design, business analysis, technical writing, creative and content strategy

Bachelor of Science in Mass Communication from Florida State University

Collaborating with technical and cross-functional teams: IT/IS, Creative, Marketing, Sales and Business

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ExperienceB2C EXPERIENCE

Nissan AT&T Mobility

Cheetos.com GameStopWal-Mart Xtra Online CorpPepboys.com Friendlys.comFirstchoicepower.com Floodsmart.gov

B2B EXPERIENCEVerizon Floodsmart.govUnited Health Group Eli LillyWal-Mart Hewlett-PackardProctor & Gamble Pharma WorldspanSabre

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UX Case Studies and Work Product

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GameStopCase Study and Work Product

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GameStopChallenge

As Customer Experience Architect, in a retail corporate culture, not fully aligned around customer experience, researched best practices to redesign/improve the customer experience for

• Help/Customer Service• Mobile Checkout• Web Checkout• Gift Cards• Introducing new products through personalization and Loyalty

program• Increased renewals for paid loyalty program• Omni Channel integration• PayPal integration • Profile consolidation• Store Locator

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Goal

Produce improved customer experience recommendations driven by

• Competitive research & best practices

• Statistical and Metrics Analysis

GameStop

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Deliverables

 

GameStop

UX Business Analysis

• User Stories• Functional requirements

development• Competitive Research

Mobile application Web browser

• Written recommendations with screen captures

Customer experience design

• Wireframes Web browser Mobile web Mobile application

• Mockups• Prototypes• Written recommendations

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New Mobile Checkout process

Redesign user experience for accessing “HELP” on home page and actual “help page”

• Based on best practices • Competitive research• Statistical analysis

GameStop

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GameStopGift cards

Redesign user experience for accessing and validating "Gift Cards” from home page and actual “Gift Cards”

• Based on best practices • Competitive research

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GameStopPUR PRO Renewal

Redesign user experience for paid loyalty program to increase renewals

• Based on best practices • Competitive research

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GameStopStore Locator

Redesign user experience for “Find a Store”

• Extensive Competitive research• Based on best online retail practices• Collaborated with Creative Director • High fidelity prototypes

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GameStopProfile Consolidation

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Prototypes for customer experience redesign for Enterprise Profile Consolidation across all GameStop properties

• Exceptionally Complex Prototypes – Multi-state changes on screen

• Write user stories – developed from process flows

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GameStop

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Help/Customer Service

Redesign user experience for accessing “HELP” on home page and actual “help page”:

• Based on best practices • Competitive research• Statistical analysis

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GameStopHelp/Customer Service

Redesign “HELP” driven by actual “help page” and call center metrics

• Conducted in-depth statistical analysis

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NissanCase Study and Work Product

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Nissan Landing PagesChallenge

• As User Experience Architect and Program Manager Overcome subterfuge of incumbent ‘agency of record’ that had

originally produced corporate site and woefully inadequate initial version of landing pages

Lead the geo-dispersed, multi-discipline team to redesign the user experience from the ground up

Leverage a User-centered design approach in a retail environment Bring a production partner to the table before budget was approved Conduct best practices and competitive research Optimize landing pages for search engines

• The Nissan landing pages had to be brought up to be competitive with other major automotive OEMs who had previously deployed sophisticated online shopping environments

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Nissan Landing PagesGoal

• Produce a vastly improved user experience that is best practices-driven

• Integrating a wide range of stakeholder input

• Drive consumers further down the buying funnel

• Increase online leads

• Increase online lead conversion

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Nissan Landing PagesResults

• Significant increases in performance of the landing pages for Fiscal Year 2009 over FY08

• Lead requests up 307% in FY08

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Nissan Landing PagesResults

Lead Requests

+307.59%

Actions +110.60%

CPA + 5.56%

Impressions +110.24%

Clicks +214.99%

Click-through rate +49.83%

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Nissan Landing PagesChallenge• Existing user

experience was exceptionally poor

• Retail shopping suspects and prospects were not being moved further down the buying funnel

• Users’ needs, tasks and goals were highly neglected

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Nissan Landing Pages

“On behalf of our Zimmerman Nissan Division, I want to THANK YOU for your dedication and relentless hard work to see this project come to life. From initial responses, it is our understanding that Nissan is very pleased. I think that in coming days and weeks we will hear more and I am confident we will get nothing but positive feedback.

I have been building websites and technical applications for 15 years and this is, hands down, the smoothest, under pressure project I have

been part of.”Brandon Rowe - Interactive Account Director

Nissan Division, Zimmerman Advertising

Impressions +110.24%

Clicks +214.99%

Click-through rate +49.83%

Lead Requests

+307.59%

Actions +110.60%

CPA + 5.56%

Client’s post-launch comment:

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DeliverablesUser experience design

• Initial user experience and interaction design• Landing page user experience best practices

research • Collaboration with Zimmerman Creative Director

and Copywriter• Direction and coaching with Zimmerman Creative

Director and Copywriter• Interaction Design• Recommendations for Nissan landing pages

design of user experience • Default page• Segment level• Product level• Hispanic

• Initial Information architecture and site map• Mockups • Working wireframes development• Preparation of wireframes and recommendations

for client review• Collaboration for formalization of wireframes and

IA• User scenarios and user flows• Evaluation of final wireframes 

Nissan Landing Pages

Business Analyst

• Business requirements development• Functional requirements development• Writing & PowerPoint development for initial

presentation to VP of Strategy at Zimmerman (Francisco)

• Presentation to VP of Strategy at Zimmerman• Writing & PowerPoint development for initial

presentation to Nissan client: Sr. Manager, Regional Marketing

• Competitive research and documentation• Presentation and interview content writing &

PowerPoint development to Nissan stakeholders• Presentation and interview content writing &

PowerPoint development to Omnicom and vendor partner stakeholders

• Conduct interviews with Nissan corporate stakeholders

• Conduct interviews with Nissan Regional and field marketing stakeholders

• Conduct interviews with Nissan vendor partner and agency stakeholders

• Collate and analyze interview responses• Final interview responses report 

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Nissan Landing PagesDeliverablesProgram Manager • Charged with management-level decisions for

entire project• Embedded (as a contractor) on Account

Management team as Producer for the project• Championed new focus on user experience for

redesign• Conceptualization for information architecture

for redesign pages• Direct client-facing responsibilities: in-person,

on the phone and email• Direction and management of vendor partners’

project managers• Project planning and management of Master

project plan across four vendors and Zimmerman team members

• Executive-level communication and correspondence

• Coordination and communication with team members across a wide geography and 4 time zones: Los Angeles, Minneapolis, Chicago, Austin, Dallas, New York City, Nashville, Raleigh, NC, Washington, DC, Ft. Lauderdale

• Discovery and coordination of issues driving Online Media planning

• Discovery and coordination of issues/decisions driving Zip code processing application

• Recommendation of Production partner for engagement

• Information architecture (finalized)• Redesigned pages production: Flash & DHTML• Zip code processor application development• Content Management System (CMS)• Evaluation and recommendation of SEO

partner• Development of presentation to Nissan client • Training and certification in client’s CMS• Travel to Nashville, TN for client presentation• Research, recommendation and engagement

of User Experience/Usability testing partner• Evaluation of working wireframes• Usability testing• Research and acquisition of databases for Zip

code processing application• Presentation to Nissan client• Negotiation, conflict and resolution

management with vendor partners on scheduling and resource-related issues

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Deliverables 

Project Manager

• Direction, management and coordination of vendor partners• Landing page production and Zip code processor application

development• CMS re-architecture• SEO coordination• User experience & Usability testing• Client-interface with Nissan client for coordination and discovery• Technical coordination, and discovery with Nissan interactive

agency vendor• Presentation to Nissan interactive agency vendor• Interface with Nissan interactive agency vendor for landing pages

hosting migration• QA of Zip processor application in staging and live environments• QA of landing pages in staging and live environments• Coordination, scheduling documentation and reporting of client

and vendor web meetings• Direction, collaboration and coordination with Zimmerman team

members• QA of application and web pages

Nissan Landing Pages

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Eli LillyCase Study and Work Product

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ChallengeAs User Experience lead for Microsoft’s engagement with Eli Lilly, using a user-centered design approach, completely redesign the user experience for Eli Lilly’s internal VOICE application

Working within Agile approach to re-deploy a customized Sharepoint 2010 solution for an application that is designed to handle complex success probability projection and lengthy tracking and management.

Tracking used to either “kill” molecule asset development or bring asset to first round clinical trials.  

Eli Lilly/Microsoft Consulting

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Deliverables

• UX LOE estimation• UX Work Breakdown Structure• Global browser usage research • Task Analysis• User Stories• Mind Mapping• User research

User Questionnaire Development Polling/Sharepoint questionnaires Individual User Interviews User workshops Survey results analysis User needs matrix User experience

• UX report–Analysis & Recommendations

Eli Lilly/Microsoft Consulting

• Personas development• Mental Model• Site Map• Wireframes

Axure Visio

• Prototype Axure

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Situation

The existing VOICE application was anything but a user-centered design, with very little understanding of or thought towards the tasks and goals of the user or user groups. User experience was given very little thought at all.

There was not an existing information architecture or design available or clear definition of the user task flow and no navigation standards had ever been implemented in 10 releases of the Java application. Uniformity of navigation did not exist and navigational elements were haphazardly placed.

Eli Lilly/Microsoft Consulting

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Eli Lilly/Microsoft ConsultingSituation• Existing user

experience was poor at best

• Users’ needs, tasks and goals, as well as best practices, were highly neglected

• No clear navigation or architectural schema was defined in the system or in the system’s documentation

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Eli Lilly/Microsoft ConsultingSituationExisting user experience was a result of multiple releases (10) with no clearly defined standards for layout and navigation.

Application’s pages were not designed to be re-sized and old system’s JAVA platform would not support resizable windows.

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GoalWorking within limitation of Sharepoint 2010:• Using existing application’s user experience as a

foundation, produce a significantly improved user experience that is best practices-driven

• Integrating a wide range of degreed internal stakeholder input, most from a Masters and PhD clinical and extensive pharma, medical and nursing backgrounds

Eli Lilly/Microsoft Consulting

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Eli Lilly/Microsoft ConsultingResultsWireframes and medium fidelity prototypes were produced in Axure and later converted to Visio, to accommodate rapid and numerous changes from the Microsoft team

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Eli Lilly/Microsoft ConsultingResults

•UX design work informed and directed UI design

•Directed and coached UI designer,

dashboards concepts were fleshed out

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UnderwritersLaboratories

Case Study and Work Product

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ChallengeAs User Experience Strategist and Lead, directed UX team for user research and user experience improvement project for Underwriters Laboratories’ branded site for UL Environment: www.ulenvironment.com

ULEnvironment.com User Research

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Project goal

•Assess current user experience and navigation•Ethnographic interviews•Heuristic evaluation of existing site•Usability analysis from defined use cases•Feature prioritization & card sorting exercise

•Make recommendations for improvements to•User experience •Site information architecture

for www.ulenvironment.com

ULEnvironment.com User Research

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ULEnvironment.com User ResearchChallengeExisting user experience was nominal but was not designed with optimal heuristics and user experience in mind.

Site’s navigation and IA was not mapped to B2B users’ needs and Tasks

Only two days on project to prepare for Greenbuild 2010

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ULEnvironment.com User Research

• Directed & supervised UX team preparations for attending Greenbuild 2010 user interview

• User interviews script• User task analysis script• Created User feature prioritization

Card-sorting tool in XLS

• Facilitated and conducted• User interviews• User task analysis• User Card-sorting

• Heuristic analysis of www.ulenvironment.com

• Analysis for Card-sorting and user interviews

• Recommendations for usability & navigational improvements

Deliverables

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ULEnvironment.com User ResearchDeliverables Directed & conducted onsite user interviews• User interviews• User task analysis• Card-sorting tool –

User-driven feature prioritization

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ULEnvironment.com User ResearchDeliverables Heuristic analysis of ulenvironment.com

• Discoverability• Recoverability• Feedback• Context

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ULEnvironment.com User ResearchDeliverables • Analysis of Card-sorting• Feature Prioritization

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First Choice Power

Case Study and Work Product

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First Choice Power eCommerceChallengeAs Information Architect, utilizing a user-centered design approach, worked directly with the Chief Technical Officer to redesign the user experience from the ground up and optimize pages for new user experience for FirstChoicePower.com

Roll out a next generation consumer web presence in a heavily regulated industry

The FirstChoicePower.com site was strategically deploying a sophisticated online account creation and management environment for the retail power market

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First Choice Power eCommerce Site Map and work flow

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First Choice Power eCommerce Wireframes

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Center for Development Excellence

Case Study and Work Product

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CDE UX Discovery & Recommendations

As User Experience Strategist, employing a user-centered

design approach, a discovery process of interviews and site

analysis to document current stakeholder, company and

user needs, to establish user profiles and strategic direction

as drivers for final recommendations.

• UX best practices • System Architecture

• Engagement Strategy • Content Management System

• Card Sorting • Email Service Provider

• Content Strategy • Mobile user experience

Challenge

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CDE UX Discovery & RecommendationsGoal: Client requirements gathering, assess current user experience and navigation, then make recommendations for improvements to user experience and site‘s information architecture. Recommendations for integration of third-party eCommerce, marketing and online training applications with traditional online and mobile considerations for primarily non-domestic delivery.

• User experience analysis of www.cderesources.com

• Facilitated and conducted • Content analysis and card-sorting• User interviews and workshops• User task analysis• Analysis of user interviews

• Recommendations for user engagement and content strategy

• Final recommendations documentation and presentation

• Requirements gathering and documentation

• Initially acting in BA role & transitioned to UX Designer role• CDE Critical Success Factors• General Requirements• Marketing and Email Requirements• E-Commerce Requirements• Content Management System Requirements• Course Management Requirements• Mobile Requirements

• High-level architecture

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Deliverables

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CDE Site ResearchDeliverables

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Discovery & Card Sorting

# Primary Function Description1 Site Registration Encourages the user to engage with CDE to opt-in for access to current and future unique information.

Streamlines the registration and purchase process.

2 Training & Courses CDE Seminars registration for:• Master's Certificate Program• USAID Seminars• CDE e-Learning modules• Events

3 About CDE Description of: • CDE• It’s history • It’s mission

4 Resources • Local Compensation Plans• White papers• Internet References• Software • Subscription Newsletter

5 Testimonials Testimonials from former training participants about:• How the CDE training courses helped them enhance the capacity of their organization’s local development

practitioners.• How they are now better positioned to bid on, win, and implement donor assistance projects.

6 Shopping Cart Functionality that allows the user to select one or multiple courses and/or items (Books, content subscriptions, etc.) and offers options to purchase the selected items. Displays discounts and total charges.

7 Careers (Future) Offering job opening postings and career development resource content, either through a strategic partnership with an organization such as Devex or with originally developed content.

8 Blog The CDE blog, usually maintained by an individual, provides regular entries of commentary, descriptions of events and will provide news on a particular subject. It will need to be determined if the CDE blog will enable the readers to leave comments in an interactive format as part of the blog.

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Deliverables

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CDE Site RecommendationsDeliverables

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CDE Site RecommendationsDeliverables

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Proposed Home Page WireframeDeliverables

# Primary Function1 Site Registration

2 Training and Courses

3 About CDE

4 Resources

5 Testimonials

6 Shopping Cart

7 Careers (Future)

8 Blog (Exists on Current Site)

9 MyCDE

10 NavLinks

11 Development News (Future)

12 Promotional Area (Future)

13 Logo – Links to Home

14 Header Graphic

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2 3 5 8 4

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72 4 11

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1413

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CDE Web Site ArchitectureDeliverables

Initial Recommended State

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Defined architectureand UX to completely redesign CDEhome.org to create a position of de facto leadership and deploy a sophisticated eCommerce environment to build a strong revenue generator.  

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CDE Web Site Architecture

Deliverables Recommended Future System State

Future architecturestate recommended to deploy a sophisticated eCommerce environment, to include:

•CRM•eCommerce•eLearning Mgmt System•Automated Email System•CMS•Registration

System•Consolidated Db

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United HealthCare

Group

Case Study and Work Product

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UHG Salesforce.com Usability AuditChallenge

As User Experience consultant, conducted a discovery

process of interviews and page-by-page app analysis to

document current state of Salesforce.com custom

implementation, as well as user needs, to establish

tactical and strategic direction as basis for

recommendations.

• UX Design Approach presentation • Page-by-Page Application Analysis

• Global Recommendations• Wireframes to support

recommendations

• Glossary of Terms• Usability & Navigation

recommendations

• Page & Navigation Mockups• Quick hits & Long-term

recommendations

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Salesforce.com Usability RecommedationsGlobal recommendations for UHG Salesforce.com

• Global Tutor• Page titles• Labeling• Above the Fold• Header issue• Primary Navigation• Global navigation• Chatter widget

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UHG Salesforce.com RecommendationsPage-by-Page analysis and Recommendations

• Annotated and numbered comments• Quick win: Enhancements or

improvements that can be implemented quickly

• Long-term win: Enhancements or improvements that will require significant lead time to implement Header issue

• Substandard usability notated: User experience needs immediate attention

• Less than optimal usability notated: User experience needs attention

• Great usability notated: Strong user experience.

• Good usability notated: Positive user experience.

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UHG Salesforce.com RecommendationsSupporting Wireframes

• Recommended wireframes development

• To illustrate recommendations, rapidly produced wireframes with page state change

• Detailed Notated wireframes

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UHG Salesforce.com RecommendationsGlossary of Terms & Legend

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UHG Salesforce.com - UX Design ApproachUX Design Approach presentation

• Scope did not include user research

• Recommended developing presentation for client education

• Rapidly produced presentation with sources and samples that I provided

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Bryan DanielUX Design CapabilitiesUX

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What is User Experience design, REALLY ?

As a User Experience Architect, I discover and define what you want to eat for breakfast (user research and definition), how enjoyable breakfast was (usability) and if you would recommend that same breakfast to someone else (net promoter score). The web/UI designer develops/creates the spoon.

I don’t do spoons.

  

Using the breakfast analogy:

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UX CapabilitiesProduct Development

Using User-Centered Design methodology incorporating online user behavior, user research, usability, information architecture, editorial consulting, accessibility, visual design, interaction design, and animation

Understands Business DriversQuickly understands project business drivers and objectives to

synthesize effective solutions within scope

Visual DesignCreative direction, creative development, copywriting,

collaborating and managing User Interface visual design teams

Expert resource management Project management timeline development, time management,

writing and presentation skills

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CapabilitiesFast-Paced

Demonstrated success in a fast-paced, interactive-agency-style environment including JWT and Tribal DDB

Best practicesHands-on experience applying digital marketing best practices,

including Web 2.0, SEO to produce effective online campaigns

CreateNatural and proven ability to articulate and develop and/or

elaborate on creative concepts and visualizations

InnovateNew concept and idea innovation for clients and senior

management (agency leadership and client senior management)

Measure Define and measure success metrics to demonstrate UX ROI on

client engagements

Translate Ability to translate technical concepts to a non-technical audience

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CapabilitiesCommunicate

Stakeholder communication with internal and client contacts at all levels of an organization

ArticulateClear, compelling concept, sales & status presentations

EstimateAssess scope and level of effort for new projects

PassionateA passion for user engagement strategies

RelateAbility to build both internal and external cross-functional

relationships and collaborate closely with team members, managers, and executives across the enterprise

Medicate(okay, it’s the only word that fit with my theme)

Pharma & Healthcare experience with Eli Lily, P&G Pharma, Campbell-Wilson Consulting

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Bryan DanielTypical DeliverablesUX

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UX DeliverablesTypical UX deliverables:

Requirements Gathering – BRD & FRD User interviews, workshops and analysis User-centered design consulting Stakeholder interviews & workshops Persona creation & documentation Usability & User Experience Audits User Story development & grooming Initial UX concepts Wireframe development High fidelity mockups and/or prototypes

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UX DeliverablesTypical UX deliverables continued:

Content strategy Content matrix for CMS Task analysis Card sorting exercises Application flow and navigation UI specification documentation User flow development and documentation Mind mapping SEO consulting Consultation for Creative, UI & IS Development

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For a User Experience that gets results

UX Contact [email protected]

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