User-Centered Design
Stakeholder Collaboration
UX Strategy and Vision
User Research and Analysis
Content Strategy
Usability Testing
Editorial Leadership
Visual Design Management
UX Governance
UX Design
I advocate for thinking from the user's perspective to drive the experience approach. User-centered design based on feedback, research data and analysis—validated by users through testing and metrics—deliver experiences that engage and delight users.
DHL Express - MyDHL+
DHL's Global Shipping Application
-
230+ country sites, 50+ languages
-
Localized and configured per country
UX Vision: Meet Strategic Goals and User Needs
-
Converge 12 applications into a single newly developed, easy-to-use experience
-
Unify 5000+ requirements
-
Extensive worldwide customer research
-
Usability tested
-
Time-saving features and functions
-
Intuitive interaction
-
Simplify navigation
-
Helpful content and tips along the journey
-
Improve user self-service
This massive technical project was an ideal opportunity to reimagine the UX approach from the user's perspective while also introducing application development process changes.
I championed a user research and feedback-based approach for the site's design, structure and content strategy—a first for the organization. Advocating for a design based foremost on what users—of all sizes and types, whether new, novice or expert—said they needed and would improve their experience, including relatable local language terminology and relatable imagery.
I led stakeholder collaboration across diverse teams, illustrating how UX would address thousands of requirements in unique and engaging ways. I oversaw the company's largest digital customer research initiative, using a variety of user feedback methods to gain deep, quality insights.
-
The result was a highly successful launch and significant customer satisfaction
-
UX design recommendations resulted in generating an additional €70+m revenue in value-add services over initial 2-year period, exceeding the project charter goals
-
Confidence in the success lead to embedding the UX approach into the application development process, roadmap planning and release cycles
User-Centered Design
-
Flexible user-centered design templates
-
Reusable components
-
Streamline content
-
Intuitive, easy-to-use interactions
-
Relatable navigation
Envisioning and creating flexible templates and components is critical to offering a variety of user-centered, harmonious page designs.
My understanding of content management systems, how content teams build and maintain pages, and awareness of marketing stakeholder needs—coupled with always thinking from the user's perspective—allowed me to offer considerable insight into page design and template development.
I led research to ensure the information architecture was structured to accommodate varied user navigation behaviors and expectations—giving users path alternatives to find relevant content and pages during their journey.
I directed close collaboration between teams—UX design, editorial, marketing and development—to encourage creativity and explore ideas. This led to flexible, innovative and quality solutions.
User-Centered Features and Functions
-
Helpful functions for common tasks
-
Time-saving features
-
Enhance search capabilities
-
Intuitive, easy-to-use interactions
-
Form and behavior consistency
-
Onboarding features
I led UX research and usability testing to understand and observe user needs and behaviors. That insight was key to creating intuitive, helpful and consistent interactions that would drive quick acclimation and increase feature usage, while also empowering user self-service.
Animated Story-Telling Pages
-
Visuals and content quickly inform user
-
Guide users to relevant sources
-
Reduce text-heavy pages
As part of a user feedback-based content strategy, and with new and novice users in mind, I oversaw the creation of story-telling pages that helped simplify and visualize complex international shipping topics and highlight the the application's helpful features and functions.
These became some of the most viewed pages.
Marketing Features
-
Flexible, configurable options
-
Designated promotional real estate
-
Cross-reference relevant marketing content
I spearheaded finding user-centered solutions to balance functional space with marketing and promotional real estate. Giving users easy access to features and functions to complete critical tasks, and the ability to find desirable, relevant marketing and promotional options.
Unifying the Landscape
-
Synergize UI style guide design across landscape
-
Cohesive, seamless end-to-end user journey
-
Common UI interactions and branding
-
Strengthen user comfort and likeability
The UI style guide was based on extensive UX user research and offered many flexible design and feature options for transactional experiences.
I provided UX consultation services and guidance to other application and product owners, encouraging them to leverage the style guide and incorporate it into their roadmap plans.
Adapting to the same design standard established synergy for the application portfolio and a common standard for developers to follow. And most importantly—providing users a seamless experience when navigating across the landscape.
Content Strategy
I believe content is critical in communicating the right message to the user to best represent a brand and encourage user engagement. Having led CMS teams and many Content Strategy initiatives, I bring creative and analytical skills to developing strategies and solutions for challenges of varying size and complexity.
Seeing the Big Picture
-
Leverage UX and content management expertise
-
Incorporate research
-
Brand position
-
Understand business needs
-
Envision sustainable, long-term solutions
My experience in content creation and maintenance, coupled with UX design, allows me to see the big picture. When DHL was architecting a new global shipping application, I led the Content Strategy which addressed efficiently managing application content for hundreds of configurable sites, in 50+ languages via a central CMS.
Putting the User First
-
Prioritize the user
-
Languages and localization expectations
-
Consider purpose and tone
-
Relatable and relevant
-
Helpful, consistent and authentic
I advocate for gathering user feedback through various methods, to ensure Content Strategies include user expectations on terminology, where to find content and what kind of content they need. Any strategy always envisions communicating to users in the most natural, authentic way.
Architecting the Solution
-
Understand editorial needs
-
Assess process, governance, workflows and roles
-
Time-to-market expectations
-
Analyze translation needs
-
Define best, most flexible solution
I have a deep understanding of editorial needs and have directed strategies that addressed complex editorial and publishing objectives—leading to robust, flexible, tailored solutions, which minimized redundancies and translation efforts, and optimized productivity and time-to-market.