Early in my career, I saw very smart people struggle with technology. And blame themselves.
In 1998, I started my first job out of college at IBM. My first project was to redesign the "Out of Box Experience" (OOBE) for the AS/400 mainframe computer. The cornerstone of a good OOBE is that is was very simple and shows just what is needed at the right time, no more, no less. The AS/400 OOBE was not. I wanted to know what was preventing easy setup of this "consumer model" mainframe so I ran 15 usability tests.
I saw intelligent adults reduced to near tears in that they could wade through 2 feet of manuals and complicated cables to unpack the computer and turn it on. I knew there was an easier way. I would just show the people only what they needed. I worked with packaging engineers and designed the "unpack shield". It was a simple cardboard top with the labels 1, 2, 3. Slot 1: The unpack instructions, Slot 2: The cabling poster, and Slot 3: the Install CD (remember this was 1998). I reduced setup time from several hours and lost of frustration to less than 30 minutes (a miracle in the mainframe world.)
This project started my career in user-centered design.
I use sound research and strategy to create digital experiences that help people and businesses achieve success.
Read case studies that illustrate examples of my work:
- Human-Centered Website Redesign Strategy Drives Business Results - The story of a complete redesign strategy for an enterprise software web site and the marketing results it delivered.
- Every Page is a Landing Page- A story of ensuring the UX of an enterprise software company website meets omni-channel marketing needs.
- Improving the Buyer's Journey with Click to Chat for Higher Conversion Rates - A story of launching and managing of a Click to Chat product for a B2B audience.
- Meeting the Needs of a Growing Market with a New Marketing and Product Strategy - A story of creating a digital marketing strategy to grow the family travel business of a local adventure travel company
- Designing and Launching a Digital Healthcare Product for Caregivers - A story of leading and managing a new to the world product that serves caregivers of children who've been diagnosed with ADHD.
- Going on Site: Ethnographic Research to Drive Product Discovery - A story of how I designed an ethnographic research study to generate insights drive product discovery and design.
- Make the Complicated Very Simple - A story of designing the UX of a big data social analytics dashboard.
I teach interaction design at UC Berkeley Extension
I speak at conferences:
UXPA Boston Presentation: "Choosing the right UX metrics to show the business value of design"
SXSW Interactive '15: Take Your Big Trip- Make a Plan to Travel the World