Sean Culley | UX PortfolioMarch 2015

ABOUT

Intro

My name is Sean Culley and I am a UX designer that is trying to humanize the digital space, one product at a time. I

love to get my hands dirty and dive into user research in attempt to identify

the catalysts that dictate human behaviors and then design accordingly based upon such behaviors to create

a fulfilling, intuitive experience.

Hello!

Before I show my projects, I would like to first outline my design process…

Discover

Design

Test

Reiterate

ABOUT

Intro

The testing phase is when I conduct user tests in attempt to validate my design and discover new insights that I can possibly apply to the design. The dynamic nature of human perception comes alive at this point.

The “Discover” phase involves discovery the actual problem that I am solving through concept mapping, user research and IA techniques in order to eventually come to a clear, concise solution that reflects user needs.

After testing, I reiterate my design because it most likely will never be correct on the first attempt. In this iteration phase, I often discover new design solutions which makes the entire flow come full circle.

The “Design” phase is when I put my research to practice by sketching out initial design solutions and user flows to make a set of wireframes that I can use to create a prototype.

TOOLS

And what I like to use:

• I use my Iphone for recording interviews and taking pictures for documentation.

• I use Photoshop and Illustrator for high- level vector and raster graphic editing and sometimes for mockups.

• Google Docs is my tool of choice for surveys and spreadsheets. I also

prefer Google Forms for surveys.

• I enjoy using Omnigraffle for pre-design deliverables such as user flows and sitemaps.

• Sketch is my tool of choice for fast wireframes and mockups because of how it specifically caters to UX/UI.

• Marvel is a new tool that is great for quick prototyping.

• Keynote is my preferred presentation tool for UX due to its flexibility.

• Tumult Hype is a great high-level, interactive prototyping (especially for mobile).

Other Tools That I Have Used:

• Balsamiq • Powerpoint • Quicktime • InDesign

• POP App • Invision App • Various Pro Audio Software

Tools

• Axure

Here are my latest projects that I’ll be using to display my process:

Venmo Donation

This was a class project at General Assembly where my group was assigned to add a donation feature for charities and crowdfunding projects

Tasks performed: User research, UX design, prototyping

KnewQThis was a client project at General Assembly where my group redesigned a prediction-based social media/game app for iOS.

Tasks performed: UX research, UX design, gamification research and strategy, wireframes

knewQ

PROJECTS

PROJECTS

Strand Holiday Microstore

For this project, I was assigned to create a microsite for Strand book store where I had to categorize 100 items that our class picked from the store. As an addition, I decided to make the site responsive after the project was presented in class.

Tasks performed: Contextual Inquiry, Information Architecture, Wireframing, Prototyping

Prototype Client

Frames

Test Client Prototype

Heuristic Analysis

of Screens

Qualitative Research

App Redesign

Clocked User Testing of

Redesigned Prototype

Qualitative and Academic

Gamification Research and

Strategy

My Path:

PROJECTS KnewQ App Redesign

PROJECTS

• Competitive/Comparative/Heuristic Analysis

• User Research (Survey, User Interviews, Persona Cultivation)

• Timed User Tests • User Flows • Wireframes • Clickable Prototype

KnewQ’s initial user flows did not work in a comprehensible manner and users struggled initially in performing basic tasks which made us have to prototype from the beginning using the client’s screens. As a group, we focused on building a solid foundation of usability through lean testing and reiteration methods and tracking our progress through timed user tests to show the client how our design improved the intuitiveness of the app.

Analyze KnewQ prediction game app from a UX perspective and supply user tests and a redesign of the current key screens of the interface. This was asked in order to increase the speed of user flows with quantitative data to validate our design decisions. Also, supply any gamification recommendations from a user perspective.

Goal:

Deliverables:

My Role:

Takeaways:

(Group of 3)

• UX Researcher: User Interviews, competitive/comparative analysis, academic research, gamification content strategy, creating personas

• UX Designer: Heuristic analysis, user flows, supplemental sketches wireframes/mockups (my partner was lead for wireframes), user testing (both timed and untimed), iconography testing

to No search options appear

to be available with regards

to “my knews” and

“trending” making it difficult

find the content you want

No category filtering

options for trending

Contrast from button

indication communicates

user location effectively Critical Analysis Positive Analysis

Key

We began by providing a heuristic analysis (in relation to UX) of current screens and offered suggestions in regards to improvement after our initial client meeting. This gave us an idea of the current usability of the app and a gameplan for attacking the initial prototype for existing screens, user research and interviews phases of the project.

• Filter option by category type

• Search bar or segmented control to allow user to browse content based upon interest

Feature Suggestions

PROJECTS

PROJECTS

Then we put together a prototype of the client’s screens and tested it with users. Testing continued throughout our iterations of redesigning the app (six iterated prototypes in total) and we used user testing as both clues for design decisions and design validation at different stages of the process.

KnewQ App Redesign

Heuristic Analysis Qualitative User Testing

Create a New Prediction Post 20 test subjects

NEW INITIAL

5%15%

30%20%

30%

5%10%

85%

:01-:05 (6)

:21-:40 (4)

:41-:60 (4)

1:01-1:20 (3)

1:21-1:40 (1)

:01-:05 (17)

:21-:40 (2)

:41-:60 (1)

1:01-1:20 (0)

1:21-1:40 (0)

As a group, we performed timed user tests after our redesign in order to compare “measures of success” with the initial prototype in order to see tangible improvement (as per request from the client). Overall, our new redesign was validated by performing faster in every applicable category where obvious CTA’s weren’t moved (ex. bottom tab bar icon buttons).

42%Clarity

8%Clarity

33%Clarity

0%Clarity

0%Clarity

17%Clarity

92%Clarity

92%Clarity

0%Clarity

50%Clarity

0%Clarity

100%Clarity

Iconography Test 12 test subjects Clarity of concept/topic:

I tested the current achievement icons for clarity of concept to gain an understanding as to whether the client’s current badge concepts were clear to users. Overall, the level of understanding varied but the key takeaway was that simplicity of concept was the main indicator of icon comprehension. In addition, when subjects responded to the higher scoring icons, their responses were delivered quickly without hesitation, revealing a level of intuitive understanding when tested with simplistic concepts like sports equipment.

PROJECTS

PROJECTS

Statistical evidence of findings was important to the client so in many of our user tests we provided numerical statistics by utilizing quantitative testing methods when we performed usability and gamification tests.

KnewQ App Redesign

During testing, users were unable to identify KnewQ logo - many thought it was a search optionUsers confused about “previous/next” functionUsers showed confusions as to why location would be necessary to postAdditionally, no user expressed a desire for location services integration

Modified Q button to “+” button as it is more intuitive for usersUsers expressed desire to send challenges directly to friends

Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging

Used text+icons to better communicate optionsFurther developed “Send To” option to allow for global posts as well as private/group messaging

0.1

0.20.3

0.3

1.1

1.2

2.1

2.2

3.1

Carrier 4:00 PM 100%

Create KnewQ

Add Categories

Add end-time

Add Picture

Add Related Link

Cancel Send

TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”

Send Post to: Public

Original 1st iteratiOn 3rd iteratiOnCarrier 4:00 PM 100%

Create KnewQ Done

TIP Ask a specific yes/no question, like “Will the Yankees win the game tonight?”

Send to…

Set End Time Add Categories

0.1

0.3

0.2

Activity ProfileCreateSearch Leaders+1.1

1.2

2.2

2.1

3.1

2nd IteratIon

PROJECTS

PROJECTS

KnewQ App Redesign

Through our various types of user tests, we eventually went through several iterations of our prototypes(s). This is an example showcases how we redesigned how users can create a new predictions in the game. Our design decisions included: clearer CTA on landing page, content privacy control, clearer CTA’s for on “create new” page that centralizes features that were previously scattered throughout the app.

Wireframe Annotations

0.3

Created clear CTA buttons for essential features on “create Knew” screen that put all features in one place.Added a bar at the top of text area to showcase privacy options for new predictions.

KnewQ App RedesignPROJECTS

PROJECTS

Our prototype went through six iterations of testing and redesign. Here is our latest and greatest:

KnewQ Prototype

Create “KnewQ” Screen Profile Screen with Stats Landing Page When a Prediction is Made “Select Friends” Screen

Prototype

CLASS PROJECT

Concept Mapping/Survey

Comparative & Competitive

Analysis

Solution Hypothesis/Sitemap

User Interviews

and Personas

Reiterate Design

Prototyping and Testing

Prototyping second iteration

PROJECTS

My Path:

PROJECTS

Goal:

Implement a donation feature into Venmo’s current interface that allows users to follow and donate to their favorite “causes” whether it be charity organization or crowdfunding projects on Kickstarter or Indiegogo.

• Competitive/Comparative Analysis

• User Research (Survey, User Interviews, Persona Cultivation)

• Complete Sitemap • User Flows • Wireframes • Clickable Prototype

Deliverables:

My Role:

This was a group project where I had two partners. For the first phase, my duties consisted of mostly User Research. I used concept mapping and qualitative research methods in order to pinpoint user habits, particularly in user interviewing and persona creation. In the design phase, my key contribution was creating the prototype and reiterating on our design.

Research pointed to Venmo users having an open willingness to utilize a donation feature if it were implanted in Venmo’s current interface. However, a clear distinction between charity donations and crowdfunding contributions needed to be addressed in the feature design because of a cultural differentiation.

Takeaways:

Venmo Donation Feature

(Group of 3)

• UX Researcher: User Interviews, competitive/comparative analysis, survey, creating personas

• UX Designer: Site map, user flows, sketching/design studio, user testing, prototyping (multiple iterations)

The main focus for implementing the donation feature in Venmo was how to display and categorize donation capabilities based upon how our user research reflected a substantial level of diversity in the user demographic that we were designing for.

Surveys My team began by constructing a survey to understand user habits in regards to social media and e-payment (Venmo’s two core themes) to weed out key users for interviews and further research to develop personas.

Analysis We also performed competitive and comparative analysis in order to understand the features that could be considered common conventions for donation platforms and social media.

CLASS PROJECT

PROJECTS

PROJECTS

Business Model

3% fee on credit card transactions (free debit transactions)

Advertising All P2P transactions are free.

Collects 5% fee for funds collected

Marketing to brands on reputation

Non-profit, based on org relations

Target Audience

P2P users, 18-24

Active Social Media Users

Anyone using P2P payments

Artistic project/cause enthusiasts

People who want to pay merchants, peers via e-pay

People who want to donate on the go

Activity Feeds

payPersonal, friends, public Personal, public

Venmo Donation Feature

CLASS PROJECT

PROJECTS

Concept Mapping

We utilized concept maps and card sorting to establish overlapping trends between users as a start point for personas.

Personas

Through interviews and concept mapping, we found overlapping trends in our research and formulated personas to serve as three main representations of our user base that we are designing for. I wrote two of the three persona types and crafted what features would be needed based on user desires.

PROJECTS

User Flows

Then we created user flows for our persona based around utilizing our new design features, such a new donation feed and search bar embedded in the feed.

0.1

0.10.1

We utilized concept maps and card sorting to establish overlapping trends between users.

User Interviews

We interviewed key users in order to identify common behaviors in regards to social media and e-payment applications through identifying user pains points, pleasures, contexts and behaviors.

Venmo Donation Feature

Home/Landing page

Options from Home

Pay Screen from Home

Transaction Screen from Home

Displayed Content from ProfileFeatures from Profile

Options from Hamburger Button (Settings)Settings Sub-Options

Legend

CLASS PROJECT

Site Map

• I created a site map for Venmo’s current interface along with our added features built into the landing page and settings page to gain a better understanding of the content hierarchy.

PROJECTS

0.1

PROJECTS

0.1

• Highlights our design decision to use “causes” as an umbrella term with “non-profit/charities” and “crowdfunding” as sub-categories.

• This decision caters to both the users’ desire to access content quickly but also making the cultural distinction between “cause” types in the search menu.

“If we provide a structure that differentiates between causes and people on Venmo, then we can provide more efficient searching capabilities

because users want to browse and search for causes.”

Solution Hypothesis (i.e. my favorite UX technique)

In the middle of our research, we realized that the initial scope of the project began changing due to the clear demographic distinction between users who donating to charities and users who only contributed to crowdfunding projects. For clarification, I suggested that we should brainstorm a solution hypothesis (if/then statement) that directly states what we are solving. His helped us stay on task and not get lost in the process.

If [action] then [outcome] because [customer need/problem]

Venmo Donation Feature

CLASS PROJECT

PROJECTS

PROJECTS

My final task in this project was creating the prototype of 50+ wireframes which could be seen here:

Landing Page “Causes” Activity Feed

with Search Bar

“Cause” Profile Page with ability to “Follow”

Prototype

Venmo Prototype

Venmo Donation Feature

To create a mid-fidelity prototype of a microsite for web based upon 100 hand-picked items by our class that are categorized utilizing user testing and information architecture techniques. On my own, I eventually decided to add responsive wireframes to cater to mobile and tablet users.

• Competitive/Comparative Analysis

• User Research (Card Sorting, User Interviews, User Tests)

• Sitemap • User Flows (based upon

designated personas) • Wireframes • Clickable Prototype of site with

check-out flow

This project had several challenges due to the diverse clientele of book stores and the unique inventory of Strand. This made the categorization and site aesthetic a unique project where I needed to test subjects of different age and cultural demographics in order to get a true reflection of user needs.

Goal:

Deliverables:

My Role:

Takeaways:

PROJECTS

PROJECTS

CLASS PROJECT

Strand Microsite

Contextual Inquiry

IA/User Card sorting

Sketching

Wireframing

Reiteration, Responsive Wireframing

Prototyping

User Interviews

My Path:

(Solo Project)

• UX Researcher: User Interviews, Competitive/comparative analysis

• UX/UI Designer: Sketches, user flows, wireframes, prototype

• Information Architect: Contextual Inquiry, Card sorting (open and closed), site map, users flows

Strand Holiday Picks

CONTACT

Contextual Inquiry

I began by going to Strand books and selecting inventory for the microsite. This also allowed me to see Strand users in the store and observe how they went about finding items in a physical setting.

User Tests

Various iterations of this project, particularly the checkout flow were tested in order to gain a solid foundation of user feedback to validate (or invalidate) my design. My initial takeaway was that my checkout was initially way too many steps and had to be narrowed. down.

Checkout Flow One of the key tasks for this project was creating a checkout flow that catered to the needs of the user. Investing the checkout flow input was a paint point for users so in my reiteration, the theme for my checkout flow was to have playful copy for quality user engagement.

Card Sorting

Card sorting was one of the main themes of this project and it took multiple open and closed sorts to make sense of the inventory I was assigned to categorize for the microsite.

CLASS PROJECT

PROJECTS

Billing Info Wireframe Personal Info Wireframe

This is making a joke out of what is general the most tedious aspect of e-commerce, entering credit card info.

I broke the user information section into two parts for space so I wanted to give words of encouragement to the user for engagement retention.

Strand Microsite

CONTACT

CLASS PROJECT

PROJECTS

Sample of Iteration Takeaways

0.1

0.2

1.01.1

2.0

2.1

2.2

0.1

0.2

1.0

1.1

2.0

2.1

2.2

Originally had items in box view but in certain tests users felt as though this view caused unnecessary scrolling. This made me shorten the homepage fro clarity.

Hero image on homepage was far too wide in initial sketches. Realistically, this wouldn’t work on a home page. This made me pay more attention to image boxes in wireframes

Top navigation bar was had far too many features for a micro site. Narrowed it down in final iteration but became aware of the problem at this stage.

Font in title did not fit the bookstore aesthetic based upon testing. Switched the font so that there would be any distraction in branding.

Created a carousel view for the hero image section of the homepage to create less scrolling. I wound up keeping the carousel but scrapping this design because it tested as a “dated” look.

Formalized the side navigation categorization

Added star rankings and recommendations on homepage after testing feedback indicating the need for it. Initially only had it on product pages.

Strand Microsite

CONTACT

This is my original prototype, I am continuing to reiterate upon this project and am currently updating the prototype in InVision.

Prototype

Strand Prototype

CLASS PROJECT

PROJECTS

CONTACT

CONTACT

SEAN CULLEY

EMAIL: CSCULLEY1221@GMAIL.COM

PHONE: 201-704-3163

LINKEDIN: LINKEDIN.COM/IN CSCULLEY

THANKS FOR STOPPING BY!