Improve Nissan Landing Page UX

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

Contents
 Overview of Experience
 Case Studies & Work Product
GameStop – Customer Experience Architect – Mobile & Web
Nissan Landing Pages – UX Architect & Program Mgr
Eli Lilly Sharepoint Application – UX Design Lead
ULEnvironment.com User Research – UX Lead & Researcher
First Choice Power eCommerce site – Information Architect
CDE Site Discovery & Recommendations – UX Lead, Business
Analyst
United Heath Group Salesforce.com Usability Audit &
Recommendations – Usability Lead, Business Analyst
 Capabilities
 Typical Deliverables
3

Why Bryan?
 25+ years Sales, Marketing
& Advertising
 20+ years business
development
• Leading & supported
new business
opportunities
 15+ years Digital/Online
experience
• developing advanced
and highly interactive
web/technology
interfaces
 13 years End User-focused
design
• leveraging User-
centered design,
Usability, Information
architecture,
Interactive design,
Content strategy,
Mobile delivery,
Usability testing and
Web best practices
4

Why Bryan?
 Major contributor to a
culture of innovation and
collaboration across large
teams
 Proven experience in
discovering, establishing
and championing the client
vision in developing user-
centered design, business
analysis, technical writing,
creative and content
strategy
 Bachelor of Science in
Mass Communication
from Florida State
University
 Collaborating with
technical and cross-
functional teams: IT/IS,
Creative, Marketing,
Sales and Business
5

Experience
B2C EXPERIENCE
Nissan AT&T Mobility
Cheetos.com GameStop
Wal-Mart Xtra Online Corp
Pepboys.com Friendlys.com
Firstchoicepower.com Floodsmart.gov
B2B EXPERIENCE
Verizon Floodsmart.gov
United Health Group Eli Lilly
Wal-Mart Hewlett-Packard
Proctor & Gamble Pharma Worldspan
Sabre
6

GameStop
Case Study and
Work Product
8

GameStop
Challenge
As Customer Experience Architect, in a retail corporate culture,
not fully aligned around customer experience, researched best
practices to redesign/improve the customer experience for
• Help/Customer Service
• Mobile Checkout
• Web Checkout
• Gift Cards
• Introducing new products through personalization and Loyalty
program
• Increased renewals for paid loyalty program
• Omni Channel integration
• PayPal integration
• Profile consolidation
• Store Locator
9

Goal
Produce improved customer experience
recommendations driven by
• Competitive research & best practices
• Statistical and Metrics Analysis
GameStop
10

Deliverables
GameStop
UX Business Analysis
• User Stories
• Functional requirements
development
• Competitive Research
 Mobile application
 Web browser
• Written recommendations with
screen captures
Customer experience design
• Wireframes
 Web browser
 Mobile web
 Mobile application
• Mockups
• Prototypes
• Written recommendations
11

New Mobile
Checkout process
Redesign user experience for
accessing “HELP” on home
page and actual “help
page”
• Based on best practices
• Competitive research
• Statistical analysis
GameStop
12

GameStop
Gift cards
Redesign user experience
for accessing and validating
"Gift Cards” from home
page and actual “Gift
Cards”
13

GameStop
PUR PRO Renewal
paid loyalty program to
increase renewals
14

GameStop
Store Locator
Redesign user experience for “Find a
Store”
• Extensive Competitive research
• Based on best online retail practices
• Collaborated with Creative Director
• High fidelity prototypes
15

GameStop
Profile Consolidation
16
Prototypes for customer
experience redesign for
Enterprise Profile Consolidation
across all GameStop properties
• Exceptionally Complex
Prototypes – Multi-state
changes on screen
• Write user stories –
developed from process
flows

GameStop
17
Help/Customer
Service
accessing “HELP” on home
page and actual “help page”:
• Statistical analysis

GameStop
Help/Customer
Service
Redesign “HELP” driven
by actual “help page”
and call center metrics
• Conducted in-depth
statistical analysis
18

Nissan
Case Study and
Work Product
19

Nissan Landing Pages
Challenge
• 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
20

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
21

Results
• Significant increases in
performance of the
landing pages for Fiscal
Year 2009 over FY08
• Lead requests up 307%
in FY08
22

Results
Lead Requests +307.59%
Actions +110.60%
CPA + 5.56%
Impressions +110.24%
Clicks +214.99%
Click-through rate +49.83%
23

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
24

“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
Impressions +110.24%
Clicks +214.99%
Click-through rate +49.83%
Lead Requests +307.59%
Client’s post-launch comment:
25

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
26

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
• 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
27

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
28

Eli Lilly
Case Study and
Work Product
29

Challenge
As User Experience lead for Microsoft‟s engagement with
Eli Lilly, using a user-centered design approach,
completely redesign the user experience for Eli Lilly‟s
internal VOICE application
Working within Agile approach to re-deploy a customized
Sharepoint 2010 solution for an application that is
designed to handle complex success probability
projection and lengthy tracking and management.
Tracking used to either “kill” molecule asset development
or bring asset to first round clinical trials.
Eli Lilly/Microsoft Consulting
30

Deliverables
• UX LOE estimation
• UX Work Breakdown Structure
• Global browser usage research
• Task Analysis
• User Stories
• Mind Mapping
• User research
 User Questionnaire Development
 Polling/Sharepoint questionnaires
 Individual User Interviews
 User workshops
 Survey results analysis
 User needs matrix
 User experience
• UX report–Analysis & Recommendations
• Personas development
• Mental Model
• Site Map
• Wireframes
 Axure
 Visio
• Prototype
 Axure
31

Situation
The existing VOICE application was anything but a user-
centered design, with very little understanding of or thought
towards the tasks and goals of the user or user groups. User
experience was given very little thought at all.
There was not an existing information architecture or design
available or clear definition of the user task flow and no
navigation standards had ever been implemented in 10
releases of the Java application. Uniformity of navigation did
not exist and navigational elements were haphazardly placed.
32

Situation
• Existing user experience
was poor at best
• Users‟ needs, tasks and
goals, as well as best
practices, were highly
neglected
• No clear navigation or
architectural schema
was defined in the
system or in the system‟s
documentation
33

Situation
Existing user experience
was a result of multiple
releases (10) with no clearly
defined standards for
layout and navigation.
Application‟s pages were
not designed to be re-sized
and old system‟s JAVA
platform would not support
resizable windows.
34

Goal
Working within limitation of Sharepoint 2010:
• Using existing application‟s user experience as a
foundation, produce a significantly improved user
experience that is best practices-driven
• Integrating a wide range of degreed internal
stakeholder input, most from a Masters and PhD
clinical and extensive pharma, medical and
nursing backgrounds
35

Results
Wireframes and medium
fidelity prototypes were
produced in Axure and
later converted to Visio, to
accommodate rapid and
numerous changes from
the Microsoft team
36

Results
• UX design work
informed and directed
UI design
• Directed and coached
UI designer,
dashboards concepts
were fleshed out
37

Underwriters Case Study and
Work Product
38

Challenge
As User Experience Strategist and Lead, directed UX
team for user research and user experience
improvement project for Underwriters Laboratories‟
branded site for UL Environment:
www.ulenvironment.com
ULEnvironment.com User Research
39

Project goal
• Assess current user experience and navigation
• Ethnographic interviews
• Heuristic evaluation of existing site
• Usability analysis from defined use cases
• Feature prioritization & card sorting exercise
• Make recommendations for improvements to
• User experience
• Site information architecture
for www.ulenvironment.com
40

Challenge
Existing user experience was
nominal but was not
designed with optimal
heuristics and user
experience in mind.
Site‟s navigation and IA was
not mapped to B2B users‟
needs and Tasks
Only two days on project to
prepare for Greenbuild 2010
41

• Directed & supervised UX team
preparations for attending
Greenbuild 2010 user interview
• User interviews script
• User task analysis script
• Created User feature prioritization
Card-sorting tool in XLS
• Facilitated and conducted
• User interviews
• User task analysis
• User Card-sorting
• Heuristic analysis of
www.ulenvironment.com
• Analysis for Card-sorting and
user interviews
• Recommendations for usability
& navigational improvements
Deliverables
42

Deliverables
Directed & conducted
onsite user interviews
• User interviews
• Card-sorting tool – User-
driven feature
prioritization
43

Deliverables
Heuristic analysis of
ulenvironment.com
• Discoverability
• Recoverability
• Feedback
• Context
44

Deliverables
• Analysis of Card-sorting
• Feature Prioritization
45

First Choice
Power
Case Study and
Work Product
46

First Choice Power eCommerce
Challenge
As Information Architect, utilizing a user-centered design approach,
worked directly with the Chief Technical Officer to redesign the user
experience from the ground up and optimize pages for new user
experience for FirstChoicePower.com
Roll out a next generation consumer web presence in a heavily
regulated industry
The FirstChoicePower.com site was strategically deploying a
sophisticated online account creation and management
environment for the retail power market
47

Site Map and work flow
48

Wireframes
49

Center for
Development
Excellence
Case Study and
Work Product
50

CDE UX Discovery & Recommendations
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.
• UX best practices • System Architecture
• Engagement Strategy • Content Management System
• Card Sorting • Email Service Provider
• Content Strategy • Mobile user experience
Challenge
51

CDE UX Discovery & Recommendations
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.
• User experience analysis of
www.cderesources.com
• Facilitated and conducted
• Content analysis and card-sorting
• User interviews and workshops
• Analysis of user interviews
• Recommendations for user engagement
and content strategy
• Final recommendations documentation
and presentation
• 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
52
Deliverables

CDE Site Research
Deliverables
53

Discovery & Card Sorting
# Primary Function Description
1 Site Registration Encourages the user to engage with CDE to opt-in for access to current and future unique information.
Streamlines the registration and purchase process.
2 Training & Courses CDE Seminars registration for:
• Master's Certificate Program
• USAID Seminars
• CDE e-Learning modules
• Events
3 About CDE Description of:
• CDE
• It’s history
• It’s mission
4 Resources • Local Compensation Plans
• White papers
• Internet References
• Software
• Subscription Newsletter
5 Testimonials Testimonials from former training participants about:
• How the CDE training courses helped them enhance the capacity of their organization’s local development
practitioners.
• How they are now better positioned to bid on, win, and implement donor assistance projects.
6 Shopping Cart Functionality that allows the user to select one or multiple courses and/or items (Books, content subscriptions,
etc.) and offers options to purchase the selected items. Displays discounts and total charges.
7 Careers (Future) Offering job opening postings and career development resource content, either through a strategic partnership
with an organization such as Devex or with originally developed content.
8 Blog The CDE blog, usually maintained by an individual, provides regular entries of commentary, descriptions of
events and will provide news on a particular subject. It will need to be determined if the CDE blog will enable
the readers to leave comments in an interactive format as part of the blog.
54
Deliverables

CDE Site Recommendations
Deliverables
55

CDE Site Recommendations
Deliverables
56

Proposed Home Page Wireframe
Deliverables
# Primary Function
1 Site Registration
2 Training and Courses
3 About CDE
4 Resources
5 Testimonials
6 Shopping Cart
7 Careers (Future)
8 Blog (Exists on Current Site)
9 MyCDE
10 NavLinks
11 Development News (Future)
12 Promotional Area (Future)
13 Logo – Links to Home
14 Header Graphic
16
2 3 5 8 4
10
7
2 4 11
12
9
1413
57

CDE Web Site Architecture
Deliverables
Initial Recommended State
58
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.

CDE Web Site Architecture
Deliverables Recommended Future System State
Future architecture
state recommended to
deploy a sophisticated
eCommerce
environment, to include:
• CRM
• eCommerce
• eLearning Mgmt
System
• Automated Email
System
• CMS
• Registration System
• Consolidated Db
59

United
HealthCare
Group
Case Study and
Work Product
60

UHG Salesforce.com Usability Audit
Challenge
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.
• UX Design Approach presentation • Page-by-Page Application Analysis
• Global Recommendations
• Wireframes to support
recommendations
• Glossary of Terms
• Usability & Navigation
recommendations
• Page & Navigation Mockups
• Quick hits & Long-term
recommendations
61

Salesforce.com Usability Recommedations
Global recommendations
for UHG Salesforce.com
• Global Tutor
• Page titles
• Labeling
• Above the Fold
• Header issue
• Primary Navigation
• Global navigation
• Chatter widget
62

UHG Salesforce.com Recommendations
Page-by-Page analysis
and Recommendations
• 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 usability notated: Positive user
experience.
63

Supporting Wireframes
• Recommended
wireframes development
• To illustrate
recommendations, rapidly
produced wireframes with
page state change
• Detailed Notated
wireframes
64

Glossary of Terms & Legend
65

UHG Salesforce.com - UX Design Approach
UX Design Approach
presentation
• Scope did not
include user
research
• Recommended
developing
presentation for
client education
• Rapidly produced
presentation with
sources and
samples that I
provided
66

What is User Experience design, REALLY ?
As a User Experience Architect, I discover and
define what you want to eat for breakfast (user
research and definition), how enjoyable breakfast
was (usability) and if you would recommend that
same breakfast to someone else (net promoter
score).
The web/UI designer develops/creates the spoon.
I don’t do spoons.
Using the breakfast analogy:
68

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
69

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
70

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
71

Bryan Daniel
Typical Deliverables
72

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
73

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
74

For a User Experience that
gets results
Contact
bryan.daniel@sbcglobal.net
75

Improve Nissan Landing Page UX

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