Welcome to my UX Design page.

Recently, I’ve been asked to go beyond creative comms and get more involved in products/services user experience design and overall product development.
So as well as reading articles, and watching clips, I got a qualification from General Assembly. I quickly realised that my lead creative experience and skills were not only transferable but enhanced my abilities to work with UX design. A good example is my ability to understand the people I’d be creating solutions for and the challenges they face.

As creative, I create engaging stories that bridge the gap between consumers and digital products or services. As a UX Designer, I build these bridges for real. UX Design becomes an extension of my job as a creative. And vice-versa.  


I = research • identify • concept • prototype • test • improve • design 


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THE PROJECT

Empty Seats: the easiest way to book theatre seats at low prices, near you.

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THE BUSINESS PROBLEM

Theatres have unsold seats most nights and would rather discount the price than leave them empty.

Competition research

Let’s understand what’s going on in the industry and what functionality is being offered. The sample was three direct competitors and one indirect competitor (hoteltonight.com)
(Lead creative + UX designer) Skills applied: Design. Messaging and usability research. Comparative analysis. Data logging

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User research (Generative) AND AFFINITY MAPPING

For a long time working as a creative lead, I’ve known that people have no idea what they want. So, as a UX designer, I want to hear about the problems of as many people as possible and find a solution that addresses a potentially diverse set of questions. I get them to tell me as much as they can about why. And it’s to me to interpret what they say.
(Lead creative + UX designer) Skills applied: Empathy. Open body language. Copywriting (questions). Active listening. Improvisation. Awareness of cognitive bias. Data logging

Interviews: I conducted interviews with a questionnaire organised in three main areas: What are their theatre-going habits? What are their theatre-tickets buying habits? How are they dealing with the problem?

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Affinity mapping: Making sense of all the date and answers from the research was a pretty messy business, so to bring some clarity to it, I did affinity maps and identified common themes.

 

key findings

User research:
People don’t go to shows very often. Because:
Tickets are expensive.
They believe tickets need to be bought in advance.
It’s not an spontaneous choice of entertainment
They have to travel to the West End (expensive, time-consuming, tiring)
They don’t know many local theatres.

They are used to booking last minute flights and holidays.

Competitive research:
Direct Competitors:
Very busy interface and navigation.
West End centric - no local theatres or wide range of shows especially classic ones
No ‘near location’ and/or ‘available today’ functionally
No map functionality

Indirect competitor - Hotel Tonight:
Four clicks to purchase - EASY / Simple and clear interface
‘Near me’ functionality / Map functionality
Focus on availability tonight.

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OPPORTUNITY

Create a product selling last-minute, ‘near you’ (west-end and local venues) discounted theatre tickets, with a clean interface and a single-minded journey.

Persona

This is a representation of the core user base, who I/we are designing for.
(Lead creative + UX designer) Skills applied: Target audience analysis. Empathy. Strategic thinking. Clear communication

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HER PROBLEM

Laura needs a way to buy last-minute theatre tickets, because she doesn’t like planning in advance, at discounted prices, because her budget is tight and she loves a bargain.

 

Laura X BUSINESS GOALS

Having identified who will be using the product, I mapped out the business goals/desired outcome for Laura.
(Lead creative + UX designer) Skills applied: Problem-solving ideation. Clear focus on the problem we’re trying to solve.

 

IDEATION

Coming up with a solution for Laura’s problem - Brainstorming possible solutions first, then, with a proposed product in mind, draft scenarios with storyboards to show the context, Laura’s problem and motivations, and the solution.

(Lead creative + UX designer) Skills applied: Creativity. Lateral thinking. Brainstorming. Collaboration. Team leadership. Design. Sketching

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BRAINSTORM

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STORYBOARDS

Proposed Solution: A responsive website

 

USER FLOW

Technically ‘USER FLOWS ARE A SERIES OF STEPS THAT REPRESENT BEHAVIOUR AS A SERIES OF LOOPS’
Essentially it’s a series of steps that Laura will take to use our product successfully.
While the storyboard defines the proposed solution, the user flow defines the screens needed for the proposed solution.

(Lead creative + UX designer) Skills applied: Prioritisation. Lateral thinking. Design. Sketching

  First draft of a Happy Path

First draft of a Happy Path

 

PAPER PROTOTYPE AND TESTING

Laura’s user flow steps were translated into screens as wireframes. In this case paper wireframes.
(Lead creative + UX designer) Skills applied: Design. Sketching

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TESTING

 

NOTE ON SITEMAP AND CARD SORTING

For the purpose of this project, I developed a fictitious card sort on Optimal Workshop and sitemap using Draw.oi
(Lead creative + UX designer) Skills applied: Prioritisation. Design. Sketching

 

prototype ON SKETCH AND INVISION

It’s time to turn the wireframes into a low-fidelity prototype
(Lead creative + UX designer) Skills applied: Digital Design. Fluent in Sketch and Invision

 

Usability test + LEARNINGS

As a creative I’m very used to test my ideas. They have to go through a reality-check as early as possible, so my team and I can identify and overcome any barriers and problems. As a UX designer it’s no different.
(Lead creative + UX designer) Skills applied: Active listening. Data logging. Awareness of cognitive bias. Open body language

The overall learnings from the usability tests were that the product was very well received, and the design was clean and easy-to-use. There were four main areas to be improved: user flow, home page, ‘results’ display options and seating plan drop-down display.

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UPDATED USER FLOW AND prototype

Updating Laura’s user flow and prototype with the learnings from the usability testing was very rewarding because the product comes to life then. Please watch the short demo below.
(Lead creative + UX designer) Skills applied: Digital design. Fluent in Sketch and Invision and Draw.io

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NEXT STEPS

Continue to develop the prototype and look for theatre partnerships.