Bryan Daniel

1. Bryan Daniel User Experience Lead, Information Architect & UX/Usability Consultant UX

2. Systematicallyresearch the user’s needs and becometheir advocate… Bridging the Gap • Effectively translate “theask” and requirements ofthe Business to IT& Creative… • Elicit and elaborate the user stories: needs, tasks and goals of theuser … • Guide and collaborate with the Agile team stakeholders with the Business owners utilizing best practices and thought leadership… For a successful customer experience (emerging device, enterprise application, web marketing or web app project), you need someone who can • Define the user experience with user stories, wireframes, mockups, prototypes, style guides & supporting documentation… • Collaborate closely in an Agile Definition team and with a Delivery team to ensure that the desired user experience is delivered! • I’m that someone

3. Contents Remote Work Case Studies & Work Product Nissan Landing Pages– UX Architect & Program Mgr CDE Site Discovery & Recommendations – UX Lead, Business Analyst United Heath Group Salesforce.com Usability Audit & Recommendations– Usability Lead, Business Analyst AT&T Mobility, Customer Digital Experience– Business Analyst Capabilities Typical Deliverables 3 3

4. Case Study and Work Product Nissan 4

5. Nissan Landing Pages Challenge • Worked 98% remotely from home in Arlington, TX • As User Experience Architect and Program Manager • Overcome subterfuge of incumbent ‘agency of record’ that had originally produced corporate site and woefully inadequate initial version of landing pages • Lead the geo-dispersed, multi-discipline team to redesign the user experience from the ground up • Leverage a User-centered design approach in a retail environment • Bring a production partner to the table before budget was approved • Conduct best practices and competitive research • Optimize landing pages for search engines • The Nissan landing pages had to be brought up to be competitive with other major automotive OEMs who had previously deployed sophisticated online shopping environments 5

6. Nissan Landing Pages Goal • Produce a vastly improved user experience that is best practices-driven • Integrating a wide range of stakeholder input • Drive consumers further down the buying funnel • Increase online leads • Increase online lead conversion 6

7. Nissan Landing Pages Results • Significant increases in performance of the landing pages for Fiscal Year 2009 over FY08 • Lead requests up 307% in FY08 7

8. Nissan Landing Pages Results 8

9. Nissan Landing Pages Challenge • Existing user experience was exceptionally poor • Retail shopping suspects and prospects were not being moved further down the buying funnel • Users’ needs, tasks and goals were highly neglected 9

10. Nissan Landing Pages Client’s post-launch comment: “On behalf of our Zimmerman Nissan Division, I want to THANK YOU for your dedication and relentless hard work to see this project come to life.  From initial responses, it is our understanding that Nissan is very pleased.  I think that in coming days and weeks we will hear more and I am confident we will get nothing but positive feedback.   I have been building websites and technical applications for 15 years and this is, hands down, the smoothest, under pressure project I have been part of.” Brandon Rowe - Interactive Account Director Nissan Division, Zimmerman Advertising 10

11. Nissan Landing Pages • Deliverables • User experience design • Initial user experience and interaction design • Landing page user experience best practices research • Collaboration with Zimmerman Creative Director and Copywriter • Direction and coaching with Zimmerman Creative Director and Copywriter • Interaction Design • Recommendations for Nissan landing pages design of user experience • Default page • Segment level • Product level • Hispanic • Initial Information architecture and site map • Mockups • Working wireframes development • Preparation of wireframes and recommendations for client review • Collaboration for formalization of wireframes and IA • User scenarios and user flows • Evaluation of final wireframes • Business Analyst • Business requirements development • Functional requirements development • Writing & PowerPoint development for initial presentation to VP of Strategy at Zimmerman (Francisco) • Presentation to VP of Strategy at Zimmerman • Writing & PowerPoint development for initial presentation to Nissan client: Sr. Manager, Regional Marketing • Competitive research and documentation • Presentation and interview content writing & PowerPoint development to Nissan stakeholders • Presentation and interview content writing & PowerPoint development to Omnicom and vendor partner stakeholders • Conduct interviews with Nissan corporate stakeholders • Conduct interviews with Nissan Regional and field marketing stakeholders • Conduct interviews with Nissan vendor partner and agency stakeholders • Collate and analyze interview responses • Final interview responses report 11

12. Nissan Landing Pages • Discovery and coordination of issues/decisions driving Zip code processing application • Recommendation of Production partner for engagement • Information architecture (finalized) • Redesigned pages production: Flash & DHTML • Zip code processor application development • Content Management System (CMS) • Evaluation and recommendation of SEO partner • Development of presentation to Nissan client • Training and certification in client’s CMS • Travel to Nashville, TN for client presentation • Research, recommendation and engagement of User Experience/Usability testing partner • Evaluation of working wireframes • Usability testing • Research and acquisition of databases for Zip code processing application • Presentation to Nissan client • Negotiation, conflict and resolution management with vendor partners on scheduling and resource-related issues Deliverables Program Manager • Charged with management-level decisions for entire project • Embedded (as a contractor) on Account Management team as Producer for the project • Championed new focus on user experience for redesign • Conceptualization for information architecture for redesign pages • Direct client-facing responsibilities: in-person, on the phone and email • Direction and management of vendor partners’ project managers • Project planning and management of Master project plan across four vendors and Zimmerman team members • Executive-level communication and correspondence • Coordination and communication with team members across a wide geography and 4 time zones: Los Angeles, Minneapolis, Chicago, Austin, Dallas, New York City, Nashville, Raleigh, NC, Washington, DC, Ft. Lauderdale • Discovery and coordination of issues driving Online Media planning 12

13. Nissan Landing Pages • Deliverables • Project Manager • Direction, management and coordination of vendor partners • Landing page production and Zip code processor application development • CMS re-architecture • SEO coordination • User experience & Usability testing • Client-interface with Nissan client for coordination and discovery • Technical coordination, and discovery with Nissan interactive agency vendor • Presentation to Nissan interactive agency vendor • Interface with Nissan interactive agency vendor for landing pages hosting migration • QA of Zip processor application in staging and live environments • QA of landing pages in staging and live environments • Coordination, scheduling documentation and reporting of client and vendor web meetings • Direction, collaboration and coordination with Zimmerman team members • QA of application and web pages 13

14. Center for Development Excellence Case Study and Work Product 14

15. Challenge CDE UX Discovery & Recommendations Working on client site for 3 days and then remotely from home in Arlington, TX for 5 weeks, as User Experience Strategist, employing a user-centered design approach, a discovery process of interviews and site analysis to document current stakeholder, company and user needs, to establish user profiles and strategic direction as drivers for final recommendations. 15

16. CDE UX Discovery & Recommendations Deliverables • Requirements gathering and documentation • Initially acting in BA role & transitioned to UX Designer role • CDE Critical Success Factors • General Requirements • Marketing and Email Requirements • E-Commerce Requirements • Content Management System Requirements • Course Management Requirements • Mobile Requirements • High-level architecture • User experience analysis of www.cderesources.com • Facilitated and conducted • Content analysis and card-sorting • User interviews and workshops • User task analysis • Analysis of user interviews • Recommendations for user engagement and content strategy • Final recommendations documentation and presentation Goal: Client requirements gathering, assess current user experience and navigation, then make recommendations for improvements to user experience and site‘s information architecture. Recommendations for integration of third-party eCommerce, marketing and online training applications with traditional online and mobile considerations for primarily non-domestic delivery. 16

17. CDE Site Research Deliverables 17

18. Discovery & Card Sorting Deliverables 18

19. CDE Site Recommendations Deliverables 19

20. CDE Site Recommendations Deliverables 20

21. 14 13 6 1 Proposed Home Page Wireframe 2 3 5 8 4 9 2 4 11 7 Deliverables 12 10 21

22. Deliverables Initial Recommended State CDE Web Site Architecture Defined architecture and UX to completely redesign CDEhome.org to create a position of de facto leadership and deploy a sophisticated eCommerce environment to build a strong revenue generator.   22

23. Recommended FutureSystemState Future architecture state recommended to deploy a sophisticated eCommerce environment, to include: • CRM • eCommerce • eLearning Mgmt System • Automated Email System • CMS • RegistrationSystem • Consolidated Db CDE Web Site Architecture Deliverables 23

24. United HealthCare Group Case Study and Work Product 24

25. UHG Salesforce.com Usability Audit Challenge Working from agency’s office in Frisco, TX and from home in Arlington, TX, as User Experience consultant, conducted a discovery process of interviews and page-by-page app analysis to document current state of Salesforce.com custom implementation, as well as user needs, to establish tactical and strategic direction as basis for recommendations. 25

26. Global Tutor • Page titles • Labeling • Above the Fold • Header issue • Primary Navigation • Global navigation • Chatter widget Salesforce.com Usability Recommedations Global recommendations for UHG Salesforce.com 26

27. Annotated and numbered comments • Quick win: Enhancements or improvements that can be implemented quickly • Long-term win: Enhancements or improvements that will require significant lead time to implement Header issue • Substandard usability notated: User experience needs immediate attention • Less than optimal usability notated: User experience needs attention • Great usability notated: Strong user experience. • Good usabilitynotated: Positive user experience. UHG Salesforce.com Recommendations Page-by-Page analysis and Recommendations 27

28. Recommended wireframes development • To illustrate recommendations, rapidly produced wireframes with page state change • Detailed Notated wireframes UHG Salesforce.com Recommendations Supporting Wireframes 28

29. UHG Salesforce.com Recommendations Glossary of Terms & Legend 29

30. Scope did not include user research • Recommended developing presentation for client education • Rapidly produced presentation with sources and samples that I provided UHG Salesforce.com-UX Design Approach UX Design Approach presentation 30

31. AT&T Mobility Case Study and Work Product 31

32. AT&T Mobility Challenge With all our clients in Atlanta, GA offices, worked remotely from AT&T’s offices in Plano, TX and Richardson, TX and occasionally from home in Arlington, TX, as a Business Analyst from CGI embedded on team, involved as e-Commerce team member. Role eCommerce Business analyst for AT&T Mobility Customer Digital Experience team, for service & support web and mobile applications 32

33. AT&T Mobility eCom Business Analyst Deliverables • Formal Agile team and Scrum training • Content matrix (CMX ) Subject Matter Expert (SME) for Business Requirement team • Conducted training for CMX preparation, development and maintenance for Business Requirement team members in Atlanta, Dallas and Bothell, WA • System requirements/Content matrix (CMX) support for multiple AT&T Wireless Support applications via analyzing existing business requirements • Interviewed multiple SMEs, technical and business stakeholders for content and detailed business rule development within ATT.com support domain • Wireframe/HTML development/review process/iteration process with Customer Experience Team (CXT) across multiple time zones and geographies Activities • Worked with business clients in Altanta, GA offfices • System requirements/Content matrix (CMX) support for multiple AT&T Wireless Support applications via analyzing existing business requirements • Formal Agile team and Scrum training • Content matrix (CMX ) Subject Matter Expert (SME) for Business Requirement team • Conducted training for CMX preparation, development and maintenance for Business Requirement team members in Atlanta, Dallas and Bothell, WA • Interviewed multiple SMEs, technical and business stakeholders for content and detailed business rule development within ATT.com support domain • Wireframe/HTML development/review process/iteration process with Customer Experience Team (CXT) across multiple time zones and geographies 33

34. UX Bryan DanielUX Design Capabilities 34

35. UX Capabilities Product Development Using User-Centered Design methodology incorporating online user behavior, user research, usability, information architecture, editorial consulting, accessibility, visual design, interaction design, and animation Understands Business Drivers Quickly understands project business drivers and objectives to synthesize effective solutions within scope Visual Design Creative direction, creative development, copywriting, collaborating and managing User Interface visual design teams Expert resource management Project management timeline development, time management, writing and presentation skills 35

36. Capabilities Fast-Paced Demonstrated success in a fast-paced, interactive-agency-style environment including JWT and Tribal DDB Best practices Hands-on experience applying digital marketing best practices, including Web 2.0, SEO to produce effective online campaigns Create Natural and proven ability to articulate and develop and/or elaborate on creative concepts and visualizations Innovate New concept and idea innovation for clients and senior management (agency leadership and client senior management) Measure Define and measure success metrics to demonstrate UX ROI on client engagements Translate Ability to translate technical concepts to a non-technical audience 36

37. Capabilities Communicate Stakeholder communication with internal and client contacts at all levels of an organization Articulate Clear, compelling concept, sales & status presentations Estimate Assess scope and level of effort for new projects Passionate A passion for user engagement strategies Relate Ability to build both internal and external cross-functional relationships and collaborate closely with team members, managers, and executives across the enterprise Medicate(okay, it’s the only word that fit with my theme) Pharma & Healthcare experience with Eli Lily, P&G Pharma, Campbell-Wilson Consulting 37

38. UX Bryan DanielTypical Deliverables 38

39. UX Deliverables Typical UX deliverables: Requirements Gathering – BRD & FRD User interviews, workshops and analysis User-centered design consulting Stakeholder interviews & workshops Persona creation & documentation Usability & User Experience Audits User Story development & grooming Initial UX concepts Wireframe development High fidelity mockups and/or prototypes 39

40. UX Deliverables Typical UX deliverables continued: Content strategy Content matrix for CMS Task analysis Card sorting exercises Application flow and navigation UI specification documentation User flow development and documentation Mind mapping SEO consulting Consultation for Creative, UI & IS Development 40

41. UX For a User Experience that gets results • Contact • bryan.daniel@sbcglobal.net