career portfolio shilpalewis_june2013_lastupdatedjune19th2013

Career PortfolioShilpa S. Lewis

Monday, April 10, 2023

1

Customer-User-Product Experience

Designer & ResearcherAgile/Scrum – Dual Track Discovery

usa

bili

ty

Conte

xtu

al-

Inquir

yeth

nogra

phy

rapid

pro

toty

pin

g

UX Paradigms & Concepts

induct

ive

pro

gre

ssiv

e

tria

d

colla

bora

tion

wir

efr

am

ing

sketc

hin

g

Qu

alit

ati

ve U

X R

ese

arc

h UX PinAxureBalsamiq

Qu

an

tita

tive R

ese

arc

hRemote Usability

Ethnographic Design: Contextual Inquiry

responsive

adaptive

Strategic Vision

ROIAdoption

Engagement

scaling

scoping

customer/end-userWorkflow & task-flow analysis

User story-mappingCustomer journey mapping

innovateinspire


About MePortfolio of Shilpa S. Lewis 2

I am a passionate User Experience Strategist, focused on optimizing the Customer Experience through User Research Insights & User Centered Design Processes. Adoption, Engagement, ROI (Return on Investment), & Envisioning the Customer Journey serves as strategic goals to ensure a common vision. These goals help frame the tactical methods applied during the Discovery Phase & validate the desired MVP (Minimal Viable Product) and business requirements.

Seasoned working within a variety of business cultures, and industrial processes - including an Agile-Scrum Dual-Track (parallel discovery & development) model - I am often instrumental in facilitating collaboration between different stakeholders (Product Owner, Technical Lead, User Experience Lead, Customer Services, and the Customer), using techniques such as story-mapping, game-storming, and contextual-inquiry based affinity mapping, & rapid-prototyping.

Customer Experience means factoring in the people, process, context, and the products. My approach in design and research is grounded in Lean-UX techniques balanced with classic Cooper-Design methods, which factors in fundaments of Interaction-Design & Ethnographic-style Contextual Inquiry.

The ideal experience resonates a “system” that is holistically sound, with consistent language & design patterns & paradigms, which is seamless, and most importantly leaves you feeling smart & delightful. I validate user satisfaction and usability through a variety of methods, factoring in- scope, time, budget, design-phase, and strategic goals. My deliverables include research & market-trends, usability feedback, story-maps, framework-overviews, and user-personas. I also create hand-sketches, wireframes, as well as both low-fi & hi-fi prototypes to collaborate & communicate design vision to different stakeholders.


My Ambidextrous Mind

Portfolio of Shilpa S. Lewis 3


My UX Journey


A visual timeline of where I have worked, domains of focus, and key skills…

‘89 ‘05‘98 ‘02

Summ

er ‘’97 Apple Intern

Education

’99 Nokia

Mobile & Document Imaging

Summ

er ‘98 HP Labs Intern

Mile

ston

e: L

eade

rshi

p Ro

les

M.S

. Hum

an C

ompu

ter In

tera

ctio

n

B.S

. Inf

orm

atio

n & C

ompu

ter Sc

ienc

e

‘2000 FileNET (IB

M)

Academic Researcher

Enterprise &Web Applications

’02 HP Labs

’03 Microsoft

’03-’04 PeopleSoft

’04 Mitchell International

’04-;5 Experian

Desktop

’05 Hew

lett Packard

‘07

Enterprise &

Web Applicatio

ns

’07 Fair Isaac

’08 Logitech’08 Sony Style

’09 LPL Financial

Enterprise &

Web Applicatio

ns ‘09

’10 Local.com

‘11

KEY: Academics | Independent Contract or Consulting | Full-time Employee | Platform Type

Shilpa Design Consulting

UI Task Analysis Specification Interaction Design, Wireframe/Prototyping

Quantitative Research: Usability Testing, Surveys..

Qualitative Research: Focus Groups, Personas, Storytelling

Quantitative Remote Testing, Eye-Tracking….

‘13

’13 Bridgepoint Education

Educational

Technology

Agile-Scrum Story-mappingContextual InquiryEthnographic Research


My Ideal UX Process


understand explore scope prototype evaluate

Contextual Inquiry (CI)

Personas

Empathy Map

User Experience Map

Journey Map

Heuristic Evaluation

Benchmarking

Game-storming

Collaborative StoryMapping Workshop

Brainstorming

Storyboard

Sketchboard

Qualitative Studies(CI, and Concept

Usability)

Feasibility Review

MVP

Elevator Pitch

Strategic GoalsIdentification

Flow Diagram

User Stories

Story Map

Agile Scheduling

Game-storming

Collaborative StoryMapping Workshop

Brainstorming

Storyboard

Sketchboard

Mockups

MVP Prototyping

Paper-prototyping

Qualitative UX

Quantitative UX

Controlled A/BTesting

Heuristic Evaluation

Iterative | Dual Track (Discovery in parallel with Development)

Discovery


Core UX SkillsPortfolio of Shilpa S. Lewis 6

User Centered Design, Customer & User Experience Research, User Experience Process Leadership, and Product Design Management - (Expert, 12+ years experience) – strategic based requirements gathering, identification of MVP (Minimal Viable Product), task flow analysis, customer journey mapping for optimal customer adoption, conversion, engagement, and business ROI (Return on Investment)

Interaction & Concept Design, Information Architecture & Content Strategy – task flow analysis, story mapping, framework over creation, and iterative wireframe & prototyping (Advanced, 15 years experience)

Web & Desktop Application Design - (Expert, 12+ years experience) Wireframe and Prototyping - sketching, paper prototyping, wireframing & rapid

prototyping (Omnigraffle, Visio, Axure, Balsamiq & UX-Pin), (Expert, 10+ years experience)

Design Pattern Library Creation (Expert, 10+ years experience) Qualitative Field Research – ethnographic & contextual inquiry, story-mapping

(Advanced, 15 years experience) Quantitative Research – on-line survey design (Survey Gizmo & Qualtrics), data

analysis, & on-line remote usability testing (Intermediate, 10+ years experience),

Usability Evaluation – heuristic analysis & cognitive walkthroughs (Advanced, 15 years experience)

Usability Testing – recruiting users, moderation, evaluation (Advanced, 15 years experience) with UI testing tools such as Morea, Loop11, Ethnio (Basic, 5+ years)

Persona Creation (Expert, 10+ years experience) MS Project (Advanced, 15 years experience) Adobe Creative Suite (Intermediate, 5+ years experience)


Work Samples


Samples of my work tell a story of my journey as a UX Professional…• See samples of contextual inquiry and persona refinement

• See samples of digital road map, customer journey, framework architecture, horizontal design guidelines, wireframe specifications, usability script and report

• See sample of heuristic evaluation

• See samples of competitive evaluation report, application framework, task flow logic diagrams, and wireframes

• See consumer storytelling document

• See samples of re-design of site and feature wireframes & low-fi prototypes, and persona creations

Platform Expertise: My portfolio represents a sample of an ever growing mix of:

• Educational Technology • Consumer Web Applications• E-commerce (B-to-B & B-to-C) Websites• Desktop Applications• Enterprise Applications• Mobile Applications & Websites


Additional Work Samples


Samples of my work tell a story of my journey as a UX Professional…

• Samples can be provided upon request…

more to come… • Soon I’ll include fresher or newer samples from most years of my work in the industry…stay tuned!

Platform Expertise: My portfolio represents a sample of an ever growing mix of:

• Educational Technology • Consumer Web Applications• E-commerce (B-to-B & B-to-C) Websites• Desktop Applications• Enterprise Applications• Mobile Applications & Websites


Microsoft Roles I played IUXD


PROJECT Desktop (Visual Studio)

PLATFORM • Desktop

DELIVERABLES • Personas• Contextual Inquiry

Reports• Usability Study

Reports

ABOUT THE EFFORT

• Persona Refinement• Feature Requirements

Analysis

Contextual Inquiry Like a needle in a hay-stack, Microsoft was seeking a rare set of skills that I happen to have. Those skills included my ability to analyze reams of technical orthogonal data collected using a variety of UX methods. The goal was to catalog and tag patterns as it relates to the product’s feature set, and refine our understanding of the core Visual Studio personas Mort, Einstein, and Elvis.


Microsoft Roles I played IUXD


Persona Refinement During the analysis process of the orthogonal UX data it became evident that in-context field studies were needed to validate the lab based findings upon which the personas were originally based. I set out to validate user requirements by asking, ‘Are these the real people behind the personas?’. This led to a series of intensive contextual inquiry studies which both validated and at times challenged our assumptions about our personas. This led to the refinement of the existing personas. • Related Article: http://www.codinghorror.com/blog/2007/11/mort-elvis-einstein-and-you.html


HP Photosmart Roles I played IA | IXD | UXD


PROJECT Digital Photo Editing Application

PLATFORM • Desktop• Web

DELIVERABLES • Application Framework• Functional Design

Specifications• Wireframes• Design Patterns Guidelines• User Testing Plan & Script

ABOUT THE EFFORT

• Evaluate Competitive Landscape

• Redefine Conceptual Paradigm

• Convince Stakeholders• Collaborate Cross-

functionally• Validate & Test

Monday, April 10, 2023HP Photosmart Samples : Digital Roadmap, Experience Roadmap, Competitive

Evaluation


Leading the UX Process From ideation to release leading this project entailed participating in the envision of the customer journey & taking part in the evolution of the digital roadmap leading to the successful release of a HP Photosmart.

Customer Journey

Digital Roadmap

Competitive Evaluation & Positioning


HP Photosmart Sample: Experience Framework Architecture, Specification Wireframes, Design Tool Kit

Photo Editing Toolset:

Modal Command

Modal Command

Options, for current function

Save

Save a Copy

Title Bar

Content Toolbar

Q.A.T.

Status Bar

Global Activities Tray

Horizontal Access

Navigation

Content Area

Object Manipulation

ToolsetPhoto Editing

Toolset

Settings Access

Navigation

Photo Tray

Global Navigation Buttons

Quick Access Toolbar View Controls

Window Controls

Step Toolbar

Help Pane

No Commit Buttons

Standard Commit Buttons

Inline-Modal Commit Buttons

Content Divider

Selection Shortcuts

Auxiliary Navigation


Creation of Conceptual SpecificationsThroughout the UX Process I did hands on work in creating the experience framework architecture, functional specifications and wireframes, and design pattern library components. The result, improved communication and consistency in the design evolution.


HP Photosmart Sample: Usability Test Script and Report


Usability Testing Iterative usability testing mapping to the development phases were conducted. Each test adhered to the Think Aloud Protocol. For each round of testing I would assist with identifying the targeted end user for recruiting, creating the test script, moderation assistance, data analysis, and generating a recommendations report.

Method Lab Based Usability Studies

Protocol • Task Based Analysis• Think Aloud Protocol• Retrospective Thinking

Process • Identify Targeted Persona• Recruit Participants• Task Analysis• Create Script• Conduct Test• Analyze Data• Crete Recommendations

Report• Present Findings

Platform • Desktop Experience• Kiosk Experience• Web Based Shopping

Experience


Fair Isaac Roles I played IA | IXD | UXD


PROJECT Enterprise Financial Software

PLATFORM • Web

DELIVERABLES • Heuristic Evaluation

• Framework Architecture

• Design Pattern Wireframes

ABOUT THE EFFORT

• Gap Analysis• Architect

Optimized Framework

• Create Design Patterns

• Evangilize & Educate through Workshops


Dell Video Chat Roles I played IA | IXD | UXD


PROJECT Video Conferencing Application

PLATFORM • Desktop• Web• TV

DELIVERABLES • Competitive Evaluation • Application Framework• Functional Design

Specifications• Wireframes• User Testing• Personas

ABOUT THE EFFORT

• Evaluate Competitive Landscape

• Redefine Conceptual Paradigm

• Assess User Needs



Early Field ResearchBy evaluating key competitors across specific criterions we were better equipped to identify critical features and design an experience that is competitive and fulfilling.

Dell Video Chat Sample: Competitive Evaluation


Portfolio of Shilpa S. Lewis18

Creation of Conceptual FrameworkIn the re-design process I conducted task flow analysis to create a streamlined workflow presented here in a framework and decision tree logic which then helped create the wireframes.

Dell Video Chat Sample: Application Framework, Wireframes


Sony Style Roles I played UXD


PROJECT E-retail and on-line shopping

PLATFORM • Web

DELIVERABLES • Heuristic Evaluation• Persona Development• Wireframes

ABOUT THE EFFORT • Improve e-retail experience


Sony Style Roles I played UXD


StorytellingSony enlisted my help as UX lead to supplement their efforts to improve their e-retail shopping workflow experience. The above is a snapshot of the range of targeted personas with their stories. The data to substantiate their use case scenarios was based on best practice gap analysis, market research data, and remote usability studies.

In addition to this approach Sony worked with Bolt Peters to recruit participants and conduct remote testing. https://www.internetretailer.com/2008/12/03/natural-testing-leads-to-new-web-site-features-for-sonysty


Local.com Roles I played IA | IXD | UXD


PROJECT On-line Directory Service

PLATFORM • Web• Mobile

DELIVERABLES • Task & Requirements Analysis• Feature & Concept Design• Wireframes• Survey• Personas

ABOUT THE EFFORT • Improve User Retention • Redefine Conceptual

Paradigm • Optimize Navigation • Assess Relevancy


Local.com Sample: New Registration


Functionality RedesignThe existing registration was difficult to discover and had several usability issues leading to poor user conversion to register. The new entry point (to the top right of the header) combined with a less barrier to entry and streamlined flow quickly improved user registration.

Flow DiagramsWireframes

Monday, April 10, 2023Local.com Sample: Persona


Personas of Local Directory Service Partner SitesLocal.com was chartered to redesign local directory service sites for various partners Freedom, Internet Broadcasting, and SNG Internet. The goal of the personas was to articulate the needs of the partner types from Newspaper syndications to Sports sites through research on the demographics and browsing or internet skill level based on the visitors of those partner site types. The result of the persona efforts led to the successful redesign of new partner sites with improved user experience.


Local.com Sample: Local Syndicated Sites Re-design


Re-design of Partner Local Syndicated Directory Service SitesSeveral hundred white labeled partner sites were re-designed with one consistent unifying experience with only subtle visual color palette differences to support specific partner persona types. The new experience included a new navigation paradigm for improved discoverability of business categories, improved layout for better readability and scanning of key elements including call to action access.

Before After


Local.com Sample: Retention Increase


Site Enhancement for Increased RetentionThe existing site was challenged with content relevancy issues as well as serious Information Architecture and Usability Issues. With limited budget, time and resources we had to be selective with our approach. Over the course of 6 months we methodically worked towards justifying a re-design. First by performing a detailed heuristic evaluation of the site, followed by thorough set user experience evaluations of the site using an on-line survey tool (Survey Gizmo). Next we created a set of permutations of new designs within the guidelines of existing business goals and factoring in SEO rules. The result was a site optimized for easier discoverability, readability and overall emotional appeal.

Current SOE Page Proposed SEO Page


Appendix: Heuristics Applied

Task Flow Support – The content and design elements should support the task the user needs to complete on each page. Flexibility and Efficiency of Use – The system should account for a range of user skills and experience. Recognition rather than recall – The user should not have to memorize or recall how to use the system. User Control and Freedom – The user should be able to reverse an action. Consistency and Standards – The user should not have to wonder whether different words, situations, or actions mean the same

thing. Ease of Navigation – The navigation bars should afford easy navigation. Visual Feedback of System and Interaction Status – The system should keep the users informed about where they are and what is

going on through appropriate feedback within reasonable time. Categorization and Grouping – The content should be logically organized in easy to understand hierarchical order or grouped

based on information relevance and user task. Labeling – The labels should be understandable, short, and obvious. The labels should represent the purpose of the content. Relevancy – The content should be relevant to the tasks and steps the user needs to complete. Predictability – The system support recognition rather than recall. Familiarity – There should be a match between the system and the real world, task flow, and natural user behavior. The system

should speak the use’s language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow natural user behavior in terms of task flow, making information appear in a natural and logical order.

Error prevention and Ease of Recovery – Error messages should be expressed in plain language (no code), precisely indicate the problem and identify where that problem occurred, and both politely and constructively suggest a solution.

Help and Documentation – The system should be designed so well that documentation is not necessary. However, where necessary provide user assistance through hover tool-tips, alerts, and hints.

Aesthetics and Minamalist Desgin – The functions and information presented to the user should be content specific and relevant to the current task hence minimizing user’s cogntive load and increasing task completion efficency. Futhermore, the user should asethetically ”feel” the same experince throughout the application. This means that the eco-system of application is built on consistent user interface fraemwork, components, page types, placement of UI elements, brand messaging, and visual look & feel.

Portfolio of Shilpa S. Lewis26


Key Attributes & Skills


SIMPLE Intuitive Strategic Visionary Passionate Empathetic Big Picture Thinker Conceptual Thinker Creative Detail Oriented

Adaptable Idealistic Inquisitive Ability to Listen Passionate Knowledgeable Skilled in User Research Skilled in Concept Design Leader Life-long-learner


Thanks for taking time to review my portfolio!


My career focus is to create a holistically sound customer experience, from the moment the customer first discovers your product. Through a sound strategy, I can assist you in maintaining customer trust, loyalty, adoption, engagement, and continued ROI (Return on Investment). I apply both strategic thinking and tactical techniques (interaction design, interactive user research, usability testing, and rapid prototyping). I am also an enabler in establishing team collaboration and liaison between key stakeholders/

I strive to make complex customer experiences & designs SIMPLE!

Follow me on SimplyUX to learn about cutting edge trends on creating the best user and customer experiences.

Or Email me @ [email protected].

career portfolio shilpalewis_june2013_lastupdatedjune19th2013

Design

user experiencelead

user satisfaction

classic cooperdesign

qualitative research

customer services

portfolio of shilpa

research markettrends

usability testing