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Dell Interview with August 12, 2011. My Story My Recent Project My Dell Mock-up Project.

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Presentation on theme: "Dell Interview with August 12, 2011. My Story My Recent Project My Dell Mock-up Project."— Presentation transcript:

1 Dell Interview with August 12, 2011

2 My Story My Recent Project My Dell Mock-up Project

3 Field COMSEC Repairer Worked on Cryptographic equipment that secured portions of the ARPANET the predecessor to the Internet.

4 Bolt, Beranek & Newman ARPANET Field Service Engineer

5 Image Matters, Inc. Creative Ad Agency in San Antonio Owner, Principal, Creative Director Helped bring Hockey to San Antonio

6 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 Information Architect Motorola Semiconductor Sector DigitalDNA Brand site

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

9 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 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 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 teams 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

13

14 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 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

16 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 Sources GRAILS (Travelocity UI Framework - TUIF) Summary

17 Scope not clear (which pages would be converted) Multiple styles/generations throughout pages Did moving furniture really mean we couldnt 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

18 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

19 RequirementsWireframesCompsSpecifications Our Typical UX Design Process

20 Flow Diagrams CompsSpecifications Triumph UX Design Process

21 Flow Diagrams

22 Comps BeforeAfter

23 UX Specifications

24 UX Documentation Library

25 Example Document

26

27 Dell.com/Switch Improve conversion related to the Inspiron Switch product

28 "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 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

30 Were Not Just a Computer Seller! Dell.com/Switch

31 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.

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33 Search influences over a third of Dells online revenues with strong Y/Y growth. Dell Design Library - SEO Guidelines

34 Call to action?

35 Shop Now is only for lids.. Why is this call to action the same color as shop actions?

36 Apparent Circular Navigation in a pop up

37 What to do?

38 Sacred Cows

39 Working Area 1024 x 485

40 Priorities Pictures Reviews Headline Call to Action Page Navigation

41 Pictures Page Navigation Headline Product Headline Reviews Product Features Price Call to Action

42 Pictures Page Navigation Headline Product Headline Reviews Product Features Price Call 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

43 See all Models

44 See all Lids

45 Technical Specs

46 Reviews

47 Common Questions

48 Pictures Page Navigation Headline Product Headline Reviews Product Features Price Call 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

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