2Interview with Bo Lora My Story My Recent Project My Dell Mock-up Project
3My Story 1983-1989 Field COMSEC Repairer Worked on Cryptographic equipment that secured portions of the ARPANET the predecessor to the Internet.
4My Story 1989-1992 Bolt, Beranek & Newman ARPANET Field Service Engineer
5My Story 1992-1994 Image Matters, Inc. Creative Ad Agency in San AntonioOwner, Principal, Creative DirectorHelped bring Hockey to San Antonio
6My Story 1994-1996 Connect International VP of Internet Marketing One of the first Internet service providers (ISPs) in San AntonioDesigned and launched initial websites for many companies and news media in San Antonio.
7My Story 1996-2000 Information Architect Motorola Semiconductor Sector DigitalDNA Brand site
8Globalization Business Consultant My StoryGlobalization Business ConsultantProvided professional services to help implement globalization/localization solutions for companies such as HP, Kodak, Phillips and Sony.
9My Story 2001-2006 United Services Automobile Association Senior Web ProducerResponsible for the UX design and execution of projects in Financial Planning Services and BankingSixSigma Greenbelt TrainingHeavy use of prototyping and usabilityPioneered combining UX Prototype with UX specificationsPatent Inventor: Ticket-symbol lookup system and method USPTO #
10My Story 2006-2009 BearingPoint, Inc Senior Business Consultant UX PracticeWorked in projects for Cingular, AT&T Mobility, AT&T Uverse, att.comWas 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 conversionRedesigned 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.
11My Story 2009-present Travelocity.com Senior Information Architect Team LeadGlobal 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.
12a career in herding cats My Story… in summary…a career in herding cats
14My Recent Work – Project Triumph Problem StatementIt 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.
15My Recent Work – Project Triumph IssuesService 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.
16My Recent Work – Project Triumph SummaryProject Start: December of 2010Objective: Separate UI from data and business logicOriginal 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)
17My Recent Work – Project Triumph User Experience ChallengesScope not clear (which pages would be converted)Multiple styles/generations throughout pagesDid “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.
18My Recent Work – Project Triumph ApproachUX Team: 1 Lead Senior IA, 2 Senior IAs, 2 Senior Web DesignersDid not follow typical our UX processFlow DiagramsNo WireframesModularizationNo Microsoft Word
27My Dell Mock-Up Project Dell.com/SwitchImprove conversion related to the Inspiron Switch product
28My 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
29My 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.comVery 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 reviewThe picture does not really capture the vibrance of this cover! It's so pretty and I just love the way it looks! – customer review
30My Dell Mock-Up Project - Switch We’re Not Just a Computer Seller!Dell.com/Switch
31My 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 tooptimize that page to accomplish just one of the things above. Perhaps two, but no more.
42My Dell Mock-Up Project - Switch HeadlineSwitch your lid to match your mood!PicturesGet Rid of hot points, its not worth the load time itadds to the pageProduct HeadlineProduct HeadlineReviewsProduct FeaturesPriceCall to ActionSee all Models | See all Lids | Technical Specs | Reviews | Common QuestionsPage Navigation
47My Dell Mock-Up Project - Switch Common Questions
48My Dell Mock-Up Project - Switch HeadlineSwitch your lid to match your mood!PicturesGet Rid of hot points, its not worth the load time itadds to the pageProduct HeadlineProduct HeadlineReviewsProduct FeaturesPriceCall to ActionSee all Models | See all Lids | Technical Specs | Reviews | Common QuestionsPage Navigation