DaviD Schoen

Sr. User Experience (UX) Architect

tel ( 312) 833.7864 email uxdesign3@gmail.com Linkedin www.linkedin.com/in/daveschoen Online Portfolio http://goo.gl/z8HMb Online Portfolio: http://scr.bi/portfolio_dschoen

Select Portfolio SectionS with SamPleS 01

websites
Marriott International SPRINT Revo Walmart Geico Glovebox

02 03

mobile applications enterprise software

Pepsi

websites, mobile apps and applications

people love to use

DAVID SCHOEN
tel

(312) 833.7864

| email

uxdesign3@gmail.com

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DAVID SCHOEN

websites

Challenges Disjointed navigation and work flow Hard to find or missing property information Inadequate site architecture and technologies Approach Heuristic evaluation & scorecard Competitive Usability Analysis Card Sorting Interactive wireframe models & hi-fidelity prototypes Narrative scenarios/ Use Cases Usability Testing

Solution

In order to address Marriotts situation, my team and I conducted an in-depth Heuristic Evaluation and expansive competitive analysis. This allowed us to delve deeper and gain significantly more insight beyond what was already collected by Marriott. The findings allowed us to better align the business objectives with the customer needs to evaluate and redesigned the information Architecture (IA) and Interaction Design (IxD) experiences in parallel. Our starting point was the findings from our research, which included narrative scenarios that described real-world task flows. These task flows served as the roadmap for re-establishing and redesigning the IA and IxD quickly and easily. Iterative design and Usability Testing took place over a total of three days with eight customers participating in one-on-one sessions to uncover specific usability challenges.

marriott international
full reservation | marriott.com

oPPortunity

Marriott is a worldwide operator and franchisor of a broad portfolio of hotels and related lodging facilities. Marriott collected a large amount of customer comments, complaints and suggestions over an extended period of time. Conceptually Marriott knew where the sites major pain points were, the problem was they didnt know how to translate them into actionable site improvements. Marriott discovered that a significant proportion of online users had difficulty finding properties in comparison to one another (i.e. location, price, etc.), found the the site navigation and work flow confusing and, found it difficult to find property specific information. More over, Marriott Reservation Agents documented a staggering number of customer complaints concerning the site and reported higher than average industry call center volumes.

reSult

Tools Axure Morae Outcome

49% increase in online reservations

The UX initiative produced a significant ROI for Marriott International and, for the first time Marriotts online reservations accounted for more property reservations than Reservation Services combined. 49% increase in online reservations increase of 175,000 in repeat customers compared to 89,000 Decrease in call center reservations by 62% over last quarter

62% decrease in call center calls

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DAVID SCHOEN

websites

sample xd deliverables

marriott international

xD DeliverableS (below): wireframe/PrototyPeS for teSting

Axure rp (rapid prototyping) allowed us to quickly create and update wireframes/prototypes in addition to testing in native web browsers - prototypes were posted to a dedicated server for remote usability testing in our lab. Note: the following collateral represents a portion of the pre-booking use cases/tasks during usability testing. annotated rough sketch lo-fi wireframe: used to establish ia. next step was to incorporate ixd in axure rp for testing

annotated lo-fi wireframe/ prototype (axure) in sketch mode (ut iteration 2)

annotated mid-fi wireframe/prototype (axure): (ut iteration 3)

(1) initial state: entry points - upon page land or button click in work-flow

(2) location identification: user clicks on City or airport code field the types location (interact search based on charactor to location match (2 char. varidation - required)

1 - tab navigation (field info carry over) 2 - instant interactive search (city & location) 3 - auto populate based on visiting field (One way work flow) 4 - auto populate based on visiting field (One way work flow) 5 - interactive calendar widget with 2 day default based on current date (field click initiates calendar widget) 6 - free form input (# validation happens during the property confirmation process) 7 - rotating add banner (10 sec. delay)

(3) calendar widget: user clicks on either date (chk-in/chk-out) field - activates calendar. 11 - zoomed in view of property sorting (user can sort on either distance or rate (ascending order))

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DAVID SCHOEN

websites

Challenges Visually distracting Inadequate search capabilities Confusing & complex navigation Incomplete FAQs Approach Heuristic evaluation & scorecard Competitive Usability Analysis A/B split Usability Testing Card Sorting & Sitemap Interactive wireframe models & hi-fidelity prototypes Narrative scenarios/ Use Cases Usability Testing Tools iRise Morae MindMap Outcome Increased search success by 46% Reduced error rate by 59% Increased revenue by 79%

Solution

To focus their efforts, my team and I first identified and prioritized major user-experience roadblocks, including visual distractions and a confusing user interface. Next, we redesigned the information Architecture (IA) and Interaction Design (IxD) experiences in parallel to eliminate these roadblocks. We worked with Sprint stakeholders throughout the project and created multiple iterations of wireframes and hi-definition prototypes. To test the proposed alternative designs, we conducted Usability Testing on both the new designs and the existing web site. Usability Testing took place over a two day period. Seven customers participated in one-on-one sessions to uncover specific usability challenges. Additionally, questions and topics for the moderator to discuss with the users were developed to learn more about their feelings towards the site. We made additional refinements based on user feedback to maximize the effectiveness of the new design. In the end, the team produced three significant improvements. A shopper-friendly search form and filtering system A more intuitive user interface structure A vastly improved creative redesign that eliminated visual distractions

SPrint
full e-commerce | sprint.com

oPPortunity

Sprint-Nextel Corporation is an American telecommunications company based in Overland Park, Kansas. The company owns and operates Sprint, the third largest wireless telecommunications network in the United States, with 53.4 million customers, behind Verizon Wireless and AT&T Mobility. While undergoing a major online marketing initiative, Sprint took the opportunity to make tactical improvements to its web site. The telephony giant sought to improve its customers online experience by making it quick and easy to find desired services, products and general information. Ultimately increasing sales conversion rates and customer loyalty.

reSult

The new design improvements enable Sprint customers to quickly and easily find the service type, products and information they were looking for. Increased repeat and new customers by 140,000 (68%) over last quarter Increased search success by 46% in 19 weeks Reduced error rate by 59% Increased revenue by 79% over last years earnings

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DAVID SCHOEN

websites

SPrint

xD DeliverableS (below): carD Sorting anD Site navigation

during our heuristic evaluation process we identified and prioritized that the site navigation was one of the first items we had to address. we utilized card sorting and then a mind mapping tool (concept draws mindmap) to finalize and disseminate the site maps to the appropriate teams and departments.

photo taken during one of our card sorting activities to establish site navigation. we had several strong personalities in our meetings, therefore we utilized a technique called the kj method to balance out participation and input

site navation (display below is 2-levels deep): the site was very content rich, we utilizes a mind mapping tool to quickly and effectivily map out our new site architecture

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DAVID SCHOEN

websites

Challenges Lost Call To Action opportunities Complicated product & cart process Ineffective cross selling Disjointed navigation Counterintuitive page layout

Solution

revo Sun glaSSeS

full e-commerce | revo.com

oPPortunity

Revo is a leading sunglass and eyewear manufacture. They already enjoyed excellent search engine visibility and online sales. Their website was therefore experiencing a good deal of traffic. The problem was their conversion rates were low; only 1.8% of website visitors completed a purchase. Internally, Revo determined some SEO efforts were required in order to maintain the websites excellent visibility. The most prudent allocation of resources would be towards improving the websites conversion rates. In other words, to turn more visitors into paying customers.

Approach Heuristic Evaluation with scorecard Competitive usability analysis Heat Mapping Card Sorting Narrative scenarios/ Use Cases Accessibility Usability Testing Tools Tobii eye tracking Axure Morae Outcome 4.3% increase in conversion rates 26% increase in site traffic 19% decrease in bounce rate

Leading and conducting the Usability Audit for Revos website, I examined every aspect of the clients website down to the pixel levelfrom its architecture and navigation, to its layout, copywriting and of course its shopping cart functionality. Virtually every pixel of the website was put under the microscope to reveal all the websites hidden barriers to sales. Web traffic reports were examined to find clues as to trouble spots and, Usability Testing was conducted to see where real customers got confused or frustrated. We brought to light literally dozens of previously unknown problems and once pointed out, many of these problems seemed obvious. The client, being to close to the website to see it objectively, had never noticed them.

reSult

The Usability Audit had revealed so many problems, that major changes were necessary, particularly the homepage, product catalog and shopping cart. Fortunately, the Usability Audit included a hidefinition prototype and an easy-to-follow action plan which made implementing the changes much easier. When the revised website was launched, the client immediately experienced an increase in market sales. Conversion rates increased to 4.3% (increase of 2.5%) in 6 months. Online sales increased 26% Site traffic increased 25% Bounce rate decreased 19%

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DAVID SCHOEN

websites

revo Sun glaSSeS

xD Deliverable (below): heuriStic evaluation rePort

to understand and baseline usability issues we first conducted heuristic evaluations. they brought to light literally dozens of previously unknown problems and once pointed out, many of these problems seemed obvious.

a colleague and i each performed independent heuristic evaluations - we then compiled our findings into the final findings report. the following excerpts are from our initial evaluation, we later performed another evaluation post launch.

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DAVID SCHOEN

websites

Challenges Low conversion rate Lost Call To Action (CTA) opportunities Disjointed navigation Counter intuitive page layouts Approach Heuristic Evaluation with scorecard Competitive usability analysis Heat Mapping Card Sorting Narrative scenarios/ Use Cases Usability Testing Tools Tobii eye tracking Axure Morae Outcome 15% conversion rate increase 50% improvement in brand affinity 48% increase in sales 28% increase in reported customer satisfaction

Solution

Working with Walmart to establish actionable business objectives, my team and I determined that the following items were crucial to achieving Walmarts business goals: Determine who was using the site Establish visitor intent and level of success Understand the navigational behavior of visitors and attitudes toward the site Identify key areas for improvement identify lost CTA opportunities Usability Testing took place over a three day period with eight customers participating in one-on-one sessions to uncover specific usability challenges; we established a set of tasks focused around the key findings from our Heuristic Evaluations and analytics studies. Walmart wanted to delve deeper into the results to obtain additional actionable items to make the site easier to use and drive customers to take action. We combined Usability Testing with eyetracking to capture what the users were saying compared to what they were actually looking at. This combination allowed us to greatly enhance the information architecture of the site to take advantage of CTAs and new page layouts.

walmart
full e-commerce | walmart.com

oPPortunity

Walmart is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The usage of the site over the last three years was increasing steadily, but online orders were only increasing incrementally. With increasing importance being placed on Walmarts online store to provide important product and availability information for online orders, Walmart wanted to learn more about how they could improve the experience for users and learn more about how users were using the site. Walmart also wanted to identify opportunities to increase online orders, overall customer satisfaction and increase shopper awareness not only on the site but also to make the shopping experience more enjoyable in their brick and mortar locations .

reSult

At the conclusion of the Usability Test, we were able to compile the results and provide hi-fedelity prototypes and analytical results to Walmarts development team regarding specific challenges that users faced when using the site. Since we were able to learn more about what users came to the site to do, we were also able to recommend specific changes that would also enhance the users experience and affinity for the site and for Walmart as a company. Online sales increased by 48% over last quarter Satisfaction improved by 28% Conversion rates increased by 15% Brand affinity improved 50%

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DAVID SCHOEN

websites

walmart

xD DeliverableS (below): eye tracking (heat maP) anD uSability teSting

walmart wanted to delve deeper into the results to obtain additional actionable items to make the site easier to use and drive customers to take action either online or at brick and mortar locations. we combined usability testing with eyetracking to capture what the users were saying, what they were clicking on and what they were actually looking at. this combination allowed us to greatly enhance the information architecture (ia) of the site and enable optimal CTAs placement. we utilized techsmiths morae software for usability testing in parallel with tobii glasses eye tracking hardware and software, this allowed us a 360 comprehensive testing experience.

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DAVID SCHOEN

mobile applications

Challenges Provide policy & claim information Support Payment Processing Provide additional services (i.e roadside assistance, etc.) Build loyalty & awareness Expand marketing

Solution

It was clear from the beginning that the product should be intuitive, easy to use and incorporate best-in-breed usability design principals, while maintaining branding cohesion. After initial interviews with Geico, I determined that it was imperative to include users in the early design stages to not only learn about their preferences, but to also build loyalty and awareness for the new iPhone app. Using online surveys, we launched interactive interviews utilizing logic branching to probe deeply in areas of interest. The surveys asked users to vote on key features and identify new features that would motivate them to use the new app. In three days, 750 opt-in responses were returned. Users were pleased they were being included in the design effort and opt-ed in to join an advisory panel. We conducted a competitive usability analysis of features, functionality and assessed ease of use for simular type apps in order to determine usability requirements. This work was supported with interactive wireframe models and hi-fidelity prototypes. The challenge was to design a simple workflow for the small screen but still fulfill the business and user needs.

geico glovebox
ios - iphone and eventually ipad

oPPortunity

The Government Employees Insurance Company (GEICO) is a Fortune 500 insurance company. Geico determined early on, that in order have a successful iPhone launch, the new iPhone app needed to accommodate the following user experience objectives: Make customer policy, claim and emergency contact information readily available to strengthen Geicos service value proposition Create a simple payment processing gateway Provide additional value add services to strengthen trust, usage and loyalty for potentially new and/or existing customers Expand marketing efforts onto a mobile platform while maintaining branding cohesion

Approach Requirements gathering Online surveys Competitive usability analysis Interactive wireframe models & hi-fidelity prototypes Usability Testing Accessibility Tools Omnigrafille Morae Photshop & Illustrator Outcome High customer reviews (avg. 4.0/5.0) 32,000 downloads in the first 6 months

reSult

At the conclusion of the Usability Test, we were able to compile the results and provide very detailed hi-fidelity prototypes to Geico designers and development teams. Since we were able to learn about the users needs, we were able to enhance the users experience and affinity for the app and for Geico as a company. For 3 consecuative years Geico Glovebox has been rated 4.0/5.0 or better in customer satisfaction

GEICO reported that within six months, the new iPhone app was downloaded more than 32,000 times

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section 2
DAVID SCHOEN

mobile applications

geico

xD Deliverable (below): wireframeS for teSting

(note: for aesthetic reasons and space constraints, i intentionally left out all wireframe annotations) at the time of designing this application for gieco, the iphone 3g had only been on the market for about six months. this posed several hurdles regarding technology and conventions. meaning, mobile conventions and heuristics had not been completely established and supporting technology for wireframing and prototyping had not caught up yet. it was a new frontier, especially for companies scrambling to determine how to use this new platform to broadening and support their customer base in this new space. Note: the following collateral represents a portion of the make a payment use case/task used during usability testing.
(2) my policy screen is displayed. User clicks the make payment button (3) (3) the my payment center screen is displayed. User selects the the amount they want to pay and the payment method. payment is completed by clicking the make payment button (4)

(1) home screen: user clicks on bill pay & id cards button (2)

lo-fi wireframe (omnigraffle)(ut iteration 3)

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section 3
DAVID SCHOEN

enterprise software

Challenges Consolidation of screens User acceptance of new technology Opposition to change Outdated training methodologies Approach Competitive usability analysis Task Analysis Story Boarding Card Sorting Field Studies & Focus Groups Accessibility Usability Testing Tools Axure Morae Outcome 48% decrease in SDLC 68% decrease in training time 57% increase in productivity

Solution

After several cross organizational meetings I presented Pepsi with a roadmap consisting of three main elements: Up-front user research to observe how their users were currently using existing systems, how they performed their job functions, etc. Wire frame and hi-fidelity interactive prototypes Usability Testing with Pepsi and external supporting organizations Phase 1: We began by conducting user research to understand how users were currently using the existing system(s) including what barriers they were encountering. Many of the issues we discovered had been reported, but actually observing issues in a real-life situations provided Pepsi and my team a deeper insight. Phase 2: Our starting point was the findings from user research, which included narrative scenarios that described real-world task work flows. These work flows served as the roadmap for creating a new interface that would help users accomplish tasks more quickly and easily. Phase 3: The final phase of the project was testing the new design with a select sample of users. I created wireframes and hi-fidelity interactive prototypes of the new system that would identify any areas where we could improve. The testing was conducted in four locales.

PePSi
sap-erp | (Enterprise Resource Planning)

oPPortunity

Pepsi (PepsiCo) is an American multinational corporation with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. Pepsi stated infallibly that rolling out new software solutions in the past have taken considerably longer than they would of liked and the learning curve had sizable financial consequences: Support and training costs were high The time required for up-front training meant that Pepsi couldnt roll out new enterprise applications to their business units as quickly as they wanted, which in turn impacted revenue Users needed too much hand-holding, which resulted in higher support costs

reSult

Pepsi is no stranger to large EAI software implementations and determined that: Development time was decreased by 48% Reduction its training costs to get new users fully operational on the system increased 68% Productivity increased 57% compared similar implementations

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DAVID SCHOEN

enterprise software

PePSi

xD Deliverable (below): Story boarD anD PerSona Profile

to establish accurate persona profiles we needed to better understand the client environment; the interactions between teams, business units, day in the life of, etc. - thus we utilized several tools and techniques. we found story boarding to be exceptionally helpful, especially to build context and consensus and, win over individuals crucial to this initiative. this part of the process went over so well with the business owners, sponsors and SMEs, that individuals would hang the story boards up in their cubicles and offices as reference aids long after we finished phase. storyboard of one of our story boarding sessions. we found that the more we incorporated a sense of humor and huminiaes the process of the story boards, the more we connected to the client and the stronger our relationship was. for a process that could be very dry, take the steps we took proved to be so successful with pepsi, that we literally had a full house each session.

we were informed after the project, that pepsi regarded the persona profiles in such high regards that they also used them for internal training documentation, job posting and marketing collateral.

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