Microsoft: Azure Active Directory entitlement management service
Goal: Create a new experience where users in different organizations can request and approve access to business resources.
Insights: Customers have widely varying requirements, making it important for patterns to be scalable, but to remain visually simple.
Goal: Create visual design concept to teach the basics of sailing.
Insight: Teaching points of sail before getting into a boat will enhance a users experience once they are actually at the helm.
Premera Blue Cross: Simplified Health Insurance Claim
Goal: Simplify the experience and reduce errors for members filing health insurance claims.
Insight: Many users only need to file claims once per year, design needed to give user confidence to complete a complex and unfamiliar process.
iOS APP for Robotic Pizza Truck
Goal: Create a prototype app for ordering from a fully automatic food truck, serving premium quality pizza.
Insight: Research indicated users felt the truck would be like a vending machine, and not have good food. Design needed to convey personality and quality.
Recruiting Website for Boy Scouts of America
Goal: In an environment of declining enrollment, create a website that tells the story of the BSA Cub Scout program, to attract and retain new families to scouting.
Insight: Research indicated many perspective families did not have a clear idea of what the Cub Scout program offered, and how it was relevant to their goals.
Empathy and Photojournalism
I was a full time photojournalist for 10 years, which allowed me to meet, learn about and empathize with many different types of people. Having an appreciation for the perspective of others is a key trait for a UX designer.