https://www.kateoadams.com/work daily 1.0 2020-08-26 https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1597955744178-XC8PK4Q4QTWD9M57WEYS/Screen+Shot+2020-08-20+at+3.35.31+PM.png Professional Highlights - Design System Tools Our design system included a public-facing reference site, a Sketch library for designers, a Storybook UI builder for prototyping and code review and a full React code library. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598373260343-MDGZ175KQQUS82FBOW27/homepage_loggedin.png Professional Highlights - Digital Betty: A Redesigned Home Page This redesigned home page concept for our medium customer segment pushed critical information to the top of the page: order status information, most ordered products and overall monthly spend. The goal was to reduce some of the administrative burden on the person placing orders. The concept tested very well with customers and portions of the concept were released to production in January 2018. (Design Credit: N. Norman, K. Taylor, M. Drumm) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1597858722505-8IYFG9OM9LDQE8YQJQHU/ETC-Happy+Paths.png Professional Highlights - Member Compensation Map: Travel Credits Before my team designed how travel credits would appear to members and non-members, they mapped out what that process looked like in its current state. This helped stakeholders agree which pain points to prioritize for which customers, as well as which features to develop first. (Design Credit: M. Heer) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1597953455274-Q709Y4Q2J2RJ3L5IOP0D/Screen+Shot+2020-08-20+at+2.57.25+PM.png Professional Highlights - Sketches These are sketches from an ideation session I facilitated around product upsells for customers with travel credits. This session was all done virtually. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598448724078-BQ6H1L7WKKTND47SGRAD/Web+-+Prepare+for+travel+6.24+3.09.38+PM.png Professional Highlights - Ready to Fly Page: High Fidelity Design Concept After an initial ideation session among the design team and many rounds of sketching later, we identified a content hub as an MVP solution to help customers be informed and prepared for travel. A slimmed down version of this concept was released to production in July 2020. (Design Credit: K. Halverson, G. Cianelli) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598463349296-KRBO3XMGYOE5KZPYIE9C/IMG_1228.jpg Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598463417152-8W46XVD5P70G631RKNKU/Screen+Shot+2020-08-26+at+9.18.24+AM.png Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598463442125-3QBC1FJGFEC190X18ZM1/Screen+Shot+2020-08-20+at+3.36.18+PM.png Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598463589590-W3PLFNJ43AC4T19JUEGS/homepage_loggedin.png Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598463651611-PMY7C7K4GIPA5Q8RM1VK/Screen+Shot+2020-08-25+at+10.40.52+AM.png Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598449197282-GVNNINX6T4336WBGY1Z6/ETC-Happy+Paths.png Professional Highlights Visual representation of how members and non-members receive travel credits by M. Heer. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598449216897-IDJURNHVGCRNGHOFV4UJ/Standby+automation+journey+map.png Professional Highlights Visual representation of how customers, employees and systems interact when assigning seats for standby travel by A. Levy. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598449881622-RTZNPXYAX80KOTQ49QPN/Screen+Shot+2020-08-26+at+8.50.47+AM.png Professional Highlights Customer journey map illustrating how a particular customer segment purchases products by S. Gustafson. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598449920221-EFDXCV0L2XC4OL41PX8N/IMG_1228.jpg Professional Highlights Whiteboard capture of a service blueprint for customer compensation. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598451563829-15UG4UVV90K88EJR3ZAK/Screen+Shot+2020-08-26+at+9.17.20+AM.png Professional Highlights Mobile app conversion funnel data, highlighting opportunities for improved conversion. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598451704464-WTZ01J13Q1TSLF6TIMO9/Screen%2BShot%2B2020-08-26%2Bat%2B9.17.34%2BAM.jpg Professional Highlights Hypothesis: If we move the buttons to the right, within thumb reach, we will improve usability and conversion. (Design credit: K. Halverson) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598452487248-23K2I2ZQSW0JGB080X10/Screen+Shot+2020-08-26+at+9.18.24+AM.png Professional Highlights Solution sketches created during a virtual ideation session. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598452536251-6AGIJSLZ1ZJW3MYEAXW3/Screen+Shot+2020-08-26+at+9.18.46+AM.png Professional Highlights High fidelity designs built from sketches. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598454247802-1GGQOYL0WJ52DQ1SFORH/homepage_loggedin.png Professional Highlights An improved, feature-rich home page for mid-sized customers, known as Digital Betty. (Design Credit: N. Norman, K. Taylor.) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598454193555-EIRWOXJ4RPNAEYP2YFOX/Screen+Shot+2020-08-25+at+11.41.17+AM.png Professional Highlights Prior to writing user stories, we validated the concept with customers to ensure our MVP solution captured the highest value items. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598454778696-NCRUMU78M0L2GCJGYM4Q/Screen+Shot+2020-08-20+at+3.19.47+PM.png Professional Highlights I developed a one-page summary of my idea to present along with the design concepts to ensure timelines and success measures were thought through and communicated. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598454804123-UFSW4MUJSWRVR17U8QRG/Screen+Shot+2020-08-25+at+11.44.24+AM.png Professional Highlights Prior to concept development, I ran a workshop with a cross-functional team to share knowledge of this customer segment and invite them into the design process. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598453393864-JDPQW31CQB7ARB7H5H2Y/Screen+Shot+2020-08-20+at+3.35.31+PM.png Professional Highlights https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598453846660-XL4JKOGTD2EXGCUMAFVY/Screen+Shot+2020-08-20+at+3.34.46+PM.png Professional Highlights As with any product, articulating the vision and value is important to get stakeholder and leadership buy-in. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598453859158-1XR6MTAETH3VSUZOKIXO/Screen+Shot+2020-08-20+at+3.35.00+PM.png Professional Highlights In order to scale a design system, especially quickly, it must be staffed like any other product team. https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598461830118-WM675F1OE6BFN6XXYXEG/Screen+Shot+2020-08-26+at+12.10.10+PM.png Professional Highlights High fidelity concept for the ready to fly content page. (Design Credit: K. Halverson, G. Cianelli) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598462422825-9XRGQAUAN8E0R3PFMCME/Screen+Shot+2020-08-26+at+12.20.02+PM.png Professional Highlights Prior to kicking off ideation sessions, I had our research team launch a remote study to better understand how customers felt about airline travel. (Research Credit: B. Abo) https://images.squarespace-cdn.com/content/v1/5f3d5f93372b2b506aa2b5b6/1598462537265-7GBJRZYN2H1Y9SJUOF0G/IMG_3240.PNG Professional Highlights The team used an InVision Freehand board during workshops to capture ideas and give feedback. Part of my goal was to test how effective we were at leading virtual ideation sessions..