dell interview with august 12, 2011. my story my recent project my dell mock-up project
TRANSCRIPT
Bo LoraDell Interview with
August 12, 2011
Interview with Bo Lora
My Story My Recent Project My Dell Mock-up Project
My Story 1983-1989
Field COMSEC Repairer
Worked on Cryptographic equipment that secured portions of the ARPANET the predecessor to the Internet.
My Story 1989-1992
Bolt, Beranek & NewmanARPANET Field Service Engineer
My Story 1992-1994
Image Matters, Inc.Creative Ad Agency in San AntonioOwner, Principal, Creative Director
Helped bring Hockey to San Antonio
My Story 1994-1996
Connect InternationalVP of Internet Marketing
One of the first Internet service providers (ISPs) in San Antonio
Designed and launched initial websites for many companies and news media in San Antonio.
My Story 1996-2000
Information Architect
Motorola Semiconductor SectorDigitalDNA Brand site
My Story 2000-2001
Globalization Business Consultant
Provided professional services to help implement globalization/localization solutions for companies such as HP, Kodak, Phillips and Sony.
My Story 2001-2006
United Services Automobile Association
Senior Web Producer
Responsible for the UX design and execution of projects in Financial Planning Services and Banking
SixSigma Greenbelt Training
Heavy use of prototyping and usability
Pioneered combining UX Prototype with UX specifications
Patent Inventor: Ticket-symbol lookup system and method USPTO #7583513
My Story 2006-2009
BearingPoint, Inc
Senior Business ConsultantUX Practice
Worked in projects for Cingular, AT&T Mobility, AT&T Uverse, att.com
Was UX Team lead in charge of building team and new processes for Cingular/AT&T Mobility Business to Business (Premier).
Redesigned buy flow for Premier which resulted in 20% increase in conversion
Redesigned Premier site building tool and process which resulted in reduction of site building backlog (1800 sites/week to none) and increased time to market execution for large B2B contracts by weeks.
Revamped UX documentation process for Uverse UX team which resulted in a dramatic reduction of production bugs and increased the efficiency of development cycle.
My Story 2009-present
Travelocity.com
Senior Information ArchitectTeam Lead
Global Trips (GT) – Lead Information Architect. Revamped UX documentation process for GT team which led to a dramatic increase in the UX team’s ability to operate with and agile development cycle and reduced bugs and common delays.
Project Triumph – Assigned to lead the UX effort of Project Triumph. Three Information Architects and two web designers working to provide UX specification for 5 separate development teams.
My Story…
in summary…
a career in herding cats
Questions?
My Recent Work – Project Triumph
Problem Statement
It is extremely difficult and expensive to make changes to shopping and checkout paths on
travelocity.com making it hard to adapt to the highly competitive nature of the online travel
agency business.
My Recent Work – Project Triumph
Service data functions, business logic and user interface (UI) code combined.
Regression testing unnecessarily complex when making simple UI changes.
Premium travel partner sites are replicated code bases which have no inheritance of functionality and any changes to travelocity.com require redundant work to be done exponentially driving up cost and time to market.
Issues
My Recent Work – Project Triumph
Project Start: December of 2010 Objective: Separate UI from data
and business logic Original Scope: Convert Flight, Hotel, Packaging
and Car paths. Assumptions: No functional changes were going
to be made. (Just moving the furniture and painting the walls)
Technology: Java J2EE Struts to Spring Source’s GRAILS (Travelocity UI Framework - TUIF)
Summary
My Recent Work – Project Triumph
Scope not clear (which pages would be converted) Multiple styles/generations throughout pages Did “moving furniture” really mean we couldn’t touch
bad UX? No comprehensive up to date user flow diagrams
existed to understand the scope of all the pages and functionality needing change.
Extreme pressure to deliver specifications for all paths (5 development teams) at the same time with limited resources.
Old specification documents not in any repository and inconsistent in style and content.
Existing process for UX documentation did not facilitate reuse and templates.
User Experience Challenges
My Recent Work – Project Triumph
UX Team: 1 Lead Senior IA, 2 Senior IAs, 2 Senior Web Designers
Did not follow typical our UX process Flow Diagrams No Wireframes Modularization No Microsoft Word
Approach
My Recent Work – Project Triumph
Requirements Wireframes Comps Specificatio
ns
Our Typical UX Design Process
My Recent Work – Project Triumph
Flow Diagrams Comps Specificatio
ns
Triumph UX Design Process
My Recent Work – Project Triumph
Flow Diagrams
My Recent Work – Project Triumph
Comps
Before After
My Recent Work – Project Triumph
UX Specifications
My Recent Work – Project Triumph
UX Documentation Library
My Recent Work – Project Triumph
UX Documentation Library
Example Document
Questions?
My Dell Mock-Up Project
Dell.com/Switch
Improve conversion related to the Inspiron Switch product
My Dell Mock-Up Project
"One of the big priorities I had when I moved into the job is
how do we fundamentally change the perceptions that
customers have about Dell," said Karen
Quintos, senior VP-chief marketing officer
My Dell Mock-Up Project - Switch
How do we fundamentally change the perceptions that customers have about Dell?
The picture does not really capture the vibrance of this cover! It's so pretty and I just love the way it looks! – customer review
Very nice way to
customize your laptop.
The photo does not do it
justice, it looks much
more metallic and vibrant
in person, and really
complements the
computer. Perfect fit! –
customer review
Well, Dell's finally solved that piece of the puzzle with its new Inspiron R series – enGadget.com
My Dell Mock-Up Project - Switch
We’re Not Just a Computer Seller!
Dell.com/Switch
My Dell Mock-Up Project - Switch
So, if you build a landing page, and you're going to invest time and money to get people to visit it, it makes sense to optimize that page to accomplish just one of the things above. Perhaps two, but no more.
My Dell Mock-Up Project - Switch
“Search influences over a third of Dell’s online revenues with strong Y/Y growth.”
Dell Design Library - SEO Guidelines
My Dell Mock-Up Project - Switch
My Dell Mock-Up Project - Switch
Call to action?
My Dell Mock-Up Project - Switch
“Shop Now” is only for lids..
Why is this call to action the same color as shop actions?
My Dell Mock-Up Project - Switch
Apparent Circular Navigation in a pop up
My Dell Mock-Up Project - Switch
What to do?
My Dell Mock-Up Project - Switch
Sacred Cows
My Dell Mock-Up Project - Switch
Working Area1024 x 485
My Dell Mock-Up Project - Switch
Priorities• Pictures• Reviews• Headline• Call to Action• Page Navigation
My Dell Mock-Up Project - Switch
Pictures
Page Navigation
Headline
Product HeadlineReviews
Product Features
PriceCall to Action
My Dell Mock-Up Project - Switch
Pictures
Page Navigation
Headline
Product HeadlineReviews
Product Features
PriceCall to Action
Switch your lid to match your mood!
Get Rid of hot points, its not worth the load time
it adds to the page
Product Headline
See all Models | See all Lids | Technical Specs | Reviews | Common Questions
My Dell Mock-Up Project - Switch
See all Models
My Dell Mock-Up Project - Switch
See all Lids
My Dell Mock-Up Project - Switch
Technical Specs
My Dell Mock-Up Project - Switch
Reviews
My Dell Mock-Up Project - Switch
Common Questions
My Dell Mock-Up Project - Switch
Pictures
Page Navigation
Headline
Product HeadlineReviews
Product Features
PriceCall to Action
Switch your lid to match your mood!
Get Rid of hot points, its not worth the load time
it adds to the page
Product Headline
See all Models | See all Lids | Technical Specs | Reviews | Common Questions
Questions?