Understanding your user and the conversion funnel are key to creating a great User Experience. But beyond that you must also understand the technology they use and how to solve their complex problems. I work in a Agile and Silo structure which covers:
Every decision made should be data driven, and if it's not currently available, build the best experience possible, test and iterate. Success is knowing that I'm solving real problems for everyday people. Being the voice of the customer is only half of the challenge, I believe you also have to place yourself in that scenario and be empathetic to how you build solutions.
Every eCommerce company is different; this is a simplistic version of the conversion funnel I work in my current job. Building this diagram was one of my first task 3 years ago to define the user touch points.
Project Background: once the sales team had captured the booking / reservation, contact with the consumer was pretty much obsolete until the next booking season. By creating a travel guide (i.e. "destination landing page") it keeps the user engaged and offers travel tips or advice all the way until their check-in date. The effort offers an extended solution to Brand Awareness and keeps engagement at an all time high.
Problem Statement: initially the end deliverables were convoluted, built through a legacy CMS and had reflected low expectations to be easily carried across multiple domain w/o a development teams support.
Synopsis: with clarified direction from the Marketing Manager, I built the visual concept for the page layout and functionality. Then followed with a fully functional interactive prototype. This can be carried over to the companies other templates and offers team members a "plug and play" option.
Wireframe
Prototype
Project Background: running numerous promotions on multiple domains, the Marketing Team needed a flexible, browser / bug proof template that a non technical user could execute upon.
Problem Statement: the site had multiple page templates available, however there was legacy code and styling which lead to increased bug fixes and poor conversion rates. The framework was also very ridged and didn't allow for the business to easily make content updates.
Synopsis: I lead the qualitative and quantitative analysis to build a reliable template. Flexible from both a backend product standpoint and a clean concise UI. This template spans across 60 domains and subdomains with an annual return of $2.5MM.
Wireframe
Prototype
Project Background: build and define a better way to show "proximity" of Lake Tahoe to users. In general, it's broken into 2 states, 4 regions and by resorts. Giving the user tools to research this was the primary goal.
Problem Statement: the previous homepage looked like the company sold boats, not offering vacation rentals. The site had no real awareness of proximity or even the correct motivators to get users to initiate in researching the destination.
Synopsis: I managed, preformed the qualitative and quantitative analysis on the homepage. Built the wireframe, interactive map and all key motivators to keep users engaged.
Wireframe
Prototype
