Project Brief: The annual SeaWheeze Half Marathon attracted a substantial number of participants, requiring a comprehensive system(s) for seamless registration, payment, and swag collection. Lululemon sought an online platform but required separate systems for Registering participants and volunteers which encompassed all event details and logistics.

Solution: I was tasked with the redesign of SeaWheeze and integrating with the Event and Volunteer Management systems. Wireframes ensured a seamless experience across multiple systems. A data normalization strategy was implemented for consistency, detailed requirements were gathered to cover all aspects of the 3 systems working together seamlessly.

Learnings:  Evaluating load balancing was integral to the registration process.

Results: Participants and volunteers successfully registered and paid for the event. Users were guided from registration to package pickup, enhancing the overall experience for all involved.

Project Brief: Jixaw’s outdated website failed to showcase its services effectively, lacking a cohesive narrative in information architecture. The site needed a redesign to communicate its value proposition clearly to a specialty niche market.

Solution: In my role, I spearheaded the development of Personas and User Journeys, honing in on Jixaw’s target market with precision. Collaborating closely with the CEO, I conducted a thorough content analysis, highlighting Jixaw’s unique value proposition and identifying key pain points. This insight informed targeted calls to action, showcasing their distinctive services. Additionally, I revamped the information architecture, weaving a compelling narrative that brought their specialized services into sharp focus.

Learnings: Clearly understanding the information architecture and touch points to ensure consistency helped us to implement a seamless user experiences across all touch points and multiple platforms. We learned the importance of maintaining a cohesive user journey, which is crucial in a multi-platform environment.  It became clear that every touchpoint, whether on a mobile, website or other digital device, needs to align with the overall user experience strategy.

Results: The redesigned site attracted new customers, prompting Jixaw to expand its staff to meet growing client demands for their specialized services.

Project Brief:  UCSB’s web presence was hindered by an outdated system, causing usability issues and friction with event bookings. A scalable solution was required, as well as integrating Rest API services with the Tessitura booking system and ensuring manageability for UCSB administrators.

Solution: I elicited the requirements and identified the pain points thru a series of stakeholder interviews. I conducted a content analysis producing the information architecture so that the information could be reorganized to produce a more intuitive experience to lead the user to the purchase path, and integrated Adobe CMS for content management. I also ensured an seamless integration with Tessitura for a user-friendly experience, streamlining the event booking process.

Learnings: Learned how to successfully implemented a quick solution for discounted tickets in the purchase path experience for effortless ticket purchases.

Results: The new design UCSB’s Website improved the user journey, guiding them from event exploration, to seat selection to a frictionless purchase path. This enhanced experience led to increased sales and event bookings for U

Project Brief: Tech companies qualify for SRED (Scientific Research & Experimental Development) government rebates, but capturing the requisite details involves extensive tracking of development activities to identify eligible features. There was a need for an efficient system that seamlessly integrates with existing tools, facilitating continuous tracking rather than retrospective end-of-year documentation.

Solution: I engaged with key stakeholders to establish precise requirements and developed wireframes for a user-friendly logging system. This system can function independently or integrate with platforms like Jira, Github, Azure, etc., to automate and accurately document SRED-eligible activities.

Learnings: The project deepened our understanding of technologies qualifying for SRED rebates, enabling startups to reinvest in their app development through recovered funds.

Results: Tech firms were able to streamline SRED data entry, focusing more on development.

Project Brief: Genologics encountered significant challenges with its legacy DNA tracking system, which suffered from poor usability and a disorganized workflow. This complexity led to user disengagement, as they found the system difficult to navigate and overwhelming.

Solution: In response to these challenges, my role involved a comprehensive new design of the system, focusing on:

1. Data Analysis and Terminology Understanding: Analyzing thousands of data elements and familiarizing with scientific terminology to ensure accuracy and relevance.
2. Workflow Structuring: Developing a well-organized workflow, breaking down the system into distinct processes for efficient DNA sample tracking. This restructuring also included capturing historical data for more intuitive user guidance.
3. Collaborative Workshops: Conducting workshops to critically analyze the workflow and develop wireframes, facilitating collaborative problem-solving and design ideation.
4. Efficient Redesign: Achieving a complete system redesign within one year, a significant improvement over the previous 2-3 years spent on redesign and requirements gathering.

Learnings: Gaining lab access for team members to observe real-world interactions proved invaluable. This direct exposure reduced design time by 50%, thanks to insights into actual workflow processes.

Results: The successful redesign of the DNA tracking system not only resolved usability issues but also significantly enhanced user engagement. This transformation was a key factor in Genologics’ acquisition by Illumina, underscoring the strategic impact of the project on the company’s value and market position.

Project Brief: Neowiz based out of South Korea, saw the rise of social gambling on Facebook & the growing demand for games tailored to a specific audience. To ensure their games resonated with North American players, they partnered with us to build a suite of games.

Solution: Under a tight timeline, we designed and delivered three social casino slot games, each with a rich UI and a strong narrative. I met with stakeholders to gather requirements to creating concepts, direct the art team, manage scope as well as create assets for each game. All three games were successfully delivered within budget & time with immersive interactions.

Learnings: Under a tight timeline, we designed and delivered three social casino slot games, each with a rich UI and a strong narrative. I met with stakeholders to gather requirements to creating concepts, direct the art team, manage scope as well as create assets for each game. All three games were successfully delivered within budget & time with immersive interactions.

Results:  The games, featuring strong narratives and high-quality animations, excelled on Neowiz’s Facebook page. The interactions provide a strong narrative which attracted and engaged the targeted players.

Project Brief: The website suffered from clutter and disorganization, hindering user navigation and the ability to efficiently locate specific articles among a vast array of information.

Solution: Spearheaded a thorough overhaul of the site’s information architecture, strategically reorganizing content into user-friendly categories. My approach included the implementation of a color-coding system to differentiate various article types and media, alongside the use of card sorting techniques for effective information grouping.

Learnings: Navigating and reconciling the diverse perspectives of multiple stakeholders was a complex task. Successfully managing this process not only streamlined the site’s redesign but also established a foundation of respect and trust with the stakeholders.

Results:  The transformation of the site resulted in a well-structured and intuitive layout, greatly improving the user experience. The clear hierarchy and organization now make it effortless for users to find and access information, marking a significant achievement in enhancing website usability and visitor satisfaction.

Project Brief: Lululemon’s quarterly Look Book, designed to showcase new designs and features, needed to offer an interactive and immersive experience to guide users seamlessly to the Product Detail Page (PDP).

Solution: As the Lead Analyst for this project, my approach involved:

1. In-Depth Analysis: Conducting a thorough review of previous Look Book iterations to identify successful elements and pain points affecting customer decisions.
2. User-Centric Wireframes: Developing wireframes that provided users with easy access to detailed product features.
3. Enhanced Design Implementation: Implementing an automated, animated feature within the Look Book to intuitively navigate users through the purchasing path.

Learnings: This project underscored the importance of blending analytical insights with creative design solutions. By understanding user behavior and preferences, I was able to craft a more effective and engaging user journey, enhancing the overall digital shopping experience.

Results: The redesigned Look Book significantly improved user interaction, effectively highlighting product features and maintaining customer engagement. This approach led to a more streamlined and efficient checkout experience, demonstrating the impact of a well-executed, user-focused design strategy in e-commerce environments.

Project Brief: Guidewire, a major insurance company in 8 countries, faced the challenge of translating its extensive website content to cater to users and clients in 7 different languages.

Solution: As the lead analyst, I meticulously analyzed the website’s information architecture to identify all content for translation. Alongside this, my team and I assessed and implemented suitable translation tools and services. We also integrated and translated additional systems to create a seamless experience and to ensure comprehensive language support across the platform.

Learnings: The project required exceptional attention to detail and effective time management, key for achieving our goals within set timelines.

Results:  Our efforts resulted in a linguistically accurate and user-friendly website, significantly improving accessibility and client engagement in various international markets.

Project Brief: Rocket Gaming Systems, an enterprise of the Miami Tribe of Oklahoma Business Development Authority, operates out of Grove, Oklahoma. The company specializes in designing, developing, and delivering slot-style casino games and cabinets, primarily serving Native American Tribe-owned casinos in the U.S., along with growing state-regulated markets. Renowned as a pioneer and leading manufacturer in Class II interactive electronic gaming systems and player stations, Rocket Gaming sought to further its reputation in the casino industry.

Solution: In response to Rocket Gaming’s request for a standout game, we developed an Egyptian-themed slot game centered on Isis, a significant deity in Egyptian mythology. Our comprehensive approach included:

1. Data Analysis and Terminology Understanding: Analyzing thousands of data elements and familiarizing with scientific terminology to ensure accuracy and relevance.
2. Workflow Structuring: Developing a well-organized workflow, breaking down the system into distinct processes for efficient DNA sample tracking. This restructuring also included capturing historical data for more intuitive user guidance.
3. Collaborative Workshops: Conducting workshops to critically analyze the workflow and develop wireframes, facilitating collaborative problem-solving and design ideation.
4. Efficient Redesign: Achieving a complete system redesign within one year, a significant improvement over the previous 2-3 years spent on redesign and requirements gathering.

Learnings:  The project demanded extensive coordination with cross-functional teams, encompassing aspects such as design, art assets, animations, sound/music, and sprite sheets, highlighting the importance of communication in complex game development.

Results: The “Magic of Isis” game emerged as a major revenue generator on casino floors. Its high-quality graphics, character design, and animations provided a deeply immersive experience with a compelling narrative, successfully keeping players engaged and entertained. This project not only reinforced Rocket Gaming’s position in the casino industry but also demonstrated our ability to create captivating gaming experiences.