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Dell Interview with Bo Lora August 12, 2011.

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Presentation on theme: "Dell Interview with Bo Lora August 12, 2011."— Presentation transcript:

1 Dell Interview with Bo Lora August 12, 2011

2 Interview with Bo Lora My Story My Recent Project
My Dell Mock-up Project

3 My Story 1983-1989 Field COMSEC Repairer
Worked on Cryptographic equipment that secured portions of the ARPANET the predecessor to the Internet.

4 My Story 1989-1992 Bolt, Beranek & Newman
ARPANET Field Service Engineer

5 My Story 1992-1994 Image Matters, Inc.
Creative Ad Agency in San Antonio Owner, Principal, Creative Director Helped bring Hockey to San Antonio

6 My Story 1994-1996 Connect International VP 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.

7 My Story 1996-2000 Information Architect Motorola Semiconductor Sector
DigitalDNA Brand site

8 Globalization Business Consultant
My Story Globalization Business Consultant Provided professional services to help implement globalization/localization solutions for companies such as HP, Kodak, Phillips and Sony.

9 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 #

10 My Story 2006-2009 BearingPoint, Inc Senior Business Consultant
UX 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.

11 My Story 2009-present Travelocity.com Senior Information Architect
Team 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.

12 a career in herding cats
My Story… in summary… a career in herding cats

13 Questions?

14 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.

15 My Recent Work – Project Triumph
Issues 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.

16 My Recent Work – Project Triumph
Summary 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)

17 My Recent Work – Project Triumph
User Experience Challenges 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.

18 My Recent Work – Project Triumph
Approach 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

19 My Recent Work – Project Triumph
Our Typical UX Design Process Requirements Wireframes Comps Specifications

20 My Recent Work – Project Triumph
Triumph UX Design Process Flow Diagrams Comps Specifications

21 My Recent Work – Project Triumph
Flow Diagrams

22 My Recent Work – Project Triumph
Comps Before After

23 My Recent Work – Project Triumph
UX Specifications

24 My Recent Work – Project Triumph
UX Documentation Library

25 My Recent Work – Project Triumph
UX Documentation Library Example Document

26 Questions?

27 My Dell Mock-Up Project
Dell.com/Switch Improve conversion related to the Inspiron Switch product

28 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

29 My Dell Mock-Up Project - Switch
How do we fundamentally change the perceptions that customers have about Dell? Well, Dell's finally solved that piece of the puzzle with its new Inspiron R series – enGadget.com 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 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

30 My Dell Mock-Up Project - Switch
We’re Not Just a Computer Seller! Dell.com/Switch

31 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.

32 My Dell Mock-Up Project - Switch

33 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

34 My Dell Mock-Up Project - Switch
Call to action?

35 My Dell Mock-Up Project - Switch
Why is this call to action the same color as shop actions? “Shop Now” is only for lids..

36 My Dell Mock-Up Project - Switch
Apparent Circular Navigation in a pop up

37 My Dell Mock-Up Project - Switch
What to do?

38 My Dell Mock-Up Project - Switch
Sacred Cows

39 My Dell Mock-Up Project - Switch
Working Area 1024 x 485

40 My Dell Mock-Up Project - Switch
Priorities Pictures Reviews Headline Call to Action Page Navigation

41 My Dell Mock-Up Project - Switch
Headline Pictures Product Headline Reviews Product Features Price Call to Action Page Navigation

42 My Dell Mock-Up Project - Switch
Headline Switch your lid to match your mood! Pictures Get Rid of hot points, its not worth the load time it adds to the page Product Headline Product Headline Reviews Product Features Price Call to Action See all Models | See all Lids | Technical Specs | Reviews | Common Questions Page Navigation

43 My Dell Mock-Up Project - Switch
See all Models

44 My Dell Mock-Up Project - Switch
See all Lids

45 My Dell Mock-Up Project - Switch
Technical Specs

46 My Dell Mock-Up Project - Switch
Reviews

47 My Dell Mock-Up Project - Switch
Common Questions

48 My Dell Mock-Up Project - Switch
Headline Switch your lid to match your mood! Pictures Get Rid of hot points, its not worth the load time it adds to the page Product Headline Product Headline Reviews Product Features Price Call to Action See all Models | See all Lids | Technical Specs | Reviews | Common Questions Page Navigation

49 Questions?


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