DESIGN & UI/UX Processes
Globally adopted software, high converting websites, marketing with purpose. Stories, processes and results behind a curated selection of projects that I’ve led and contributed to.
Waterfall, Agile, Lean, all are a ways to the end. However, the end is just the beginning for the user.
-JM3
My Process: I work in a simplified method derived from many years using different design process methods. At a high level, I call it the 4D method; Discover, Define, Develop, Deliver. However, this is a recursive process with DNA of Design thinking, LEAN UX, and research. Focusing on user centric design, human-computer interaction, information architecture, and problem solving.
PETSMART – Lives Saved Pet Adoption Initiative
Problem Statement: PetSmart Charities wanted to increase awareness of how many pet adoptions they have been apart of. With this came a new initiative to change the narrative from “adoption” to “Lives Saved” to show the importance and value for the animal. As well as make the number of Lives Saved prominent on the petsmart.com website and create a journey for the user to find content, locations, and promote adoption events across all marketing vehicles and customer facing digital products.
Pain Points: Current site does not show pet placement numbers. Users cannot easily find adoption content, events, and locations.
- DISCOVER: Using behavior lead process, I start by creating surveys, interviews, and baselining research data
- DEFINE: Creative brainstorming, ideation generation, define objectives & challenges
- DEVELOP: Review ideas, refine thinking, diverge & converge, wireframe abstract flows
- DELIVER: Interactive prototypes, recursive design reviews, user feedback
The “Saving Lives” adoption initiative combined multiple departments within PetSmart and required a cross department, alignment strategy with the marketing department, creative, and technical teams. This was achieved by following an AGILE method of breaking down milestones and goals into SCRUM sprints and sticking to the PI planning.
As the UI/UX Designer & Developer, I created UI design patterns, UX journey flows, prototypes, wireframes, and developed the source code for the Demandware CMS. I developed the A/B split testing environments and reported data that helped to define and revise the marketing imagery and strategy.
RESULTS: Pet adoption banners and advertising spiked 30% in conversion rates and increased awareness by reaching the passionate consumer and helped to save pet lives. Which is the best part, taking my passion for animals and my career in UI/UX for the better good.