Senior / Principal Product Designer

Although my primary focus was the User Journeys Application, my efforts actively influenced all functional areas of the product, which was widely inconsistent from a lack of UX and Product Design guidance throughout the product development. My efforts to provide Design Thinking and Product Methodology to the site included thorough content analysis, IA / sitemaps and navigation exercises, contribution to the overal design system, and best practices for product design and usability.

Additionally, I applied my previous experience working as remote Product Designer to bring collaborative ways of working to the team. I initiated our first Product Team workshops within the department to identify user personas and introduced the Mural application to the team which was enthusiastically adopted as an essential collaboration tool during after the company went fully remote during COVID. Finally, I worked as part of an evaluation team for analytics tools and analyzed and recommended User Testing tools for our growing team to more professionally test and evaluate user understanding and wishes for our product.

Case Study

TotalExpert needed to upgrade their process for user campaign management to a more stable, intuitive and helpful application; the former system was creating overhead for the company by heavy support calls and looped processes that taxed the servers. Additionally, customers had specific and passionate complaints about the difficulty to create simple journey flows.

Drawing on user research, stakeholder interviews, competitive analysis and analytics, I led Product Design though an iterative process that resulted in creating a canvas-based application that featured progressive disclosure to assist users in automated journey creation flow.

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The Process

My project involvement included: brainstorming sessions, design guidance to Product Team and Development, analysis, research, documentation and cross-team collaboration.

I led a collaborative, cross-disciplinary process which included ongoing and in-depth Mural collaborative team sessions, persona workshops, wireframes, prototypes and documentation.

Through this process I created the MVP for canvas User Journeys, as well as additional work across the overal product landscape including dashboards, list view pages, payments and print auto campaigns.

User Testing

The application is both complex and industry-specific, leaving the team to rely on internal users (vs general population testing) as well as expert internal support. We commonly interviewed various subjects to determine sentiment, plan for new features, and discussed challenges and hopes for the app. Additionally, we tested new features as well as click-through prototypes to understand how changes were received.

Navigation Audit

Since the application had primarily been designed by developers, the navigation had evolved through devs adding links as they created features. One of my initial initiatives involved creating a thorough sitemap and audit of the navigation and all properties in the site.