Thank you for looking through some of the work I've completed during my recent User Experience Design immersive course at General Assembly.

1. ZOE LEWIS
UX Portfolio2015

2. about me
I’m a UX Designer with the gift of finding humor in most things.
UX Design marries my strong visual arts background and love of research to
create user-centric experiences. My ability to empathize and connect with
people helps me get to the roots of a problem and suss out a user-friendly
solution.
I love the nitty, gritty details and think microinteractions are the key to making
an end product standout.
My boyfriend and I like to
cook new, tasty recipes.
We also like to watch videos
when we eat.
We love to hang out and play
with the family dog, Panda!
Hello, I’m Zoe.
(they don’t always turn out so well!)

3. Ideation Design Testing
Iterate
Research
Revisiting any one of the
earlier steps in response
to user test analysis
InVisionSketch
Hype POP Keynote Slack
my UX toolkit
my UX process
Typeform
OmniGraffle Axure RP Google Drive
Whiteboards, Pens, Pencils, Sketchbook,
Unbridled Enthusiasm
Watch this Space—I’m learning new skills all the time!
Identifying user and
brand goals through
interviews, competitive
analysis, etc. to create
or validate the problem
statement
Synthesizing and
interpreting the research
data through critical
thinking to determine
what needs to be
designed
Creating user-centric
experiences by keeping
user needs at the forefront
of the design process
Testing the design
frequently and often
ensures a user-friendly
outcome and prevents
irreversible design debt

4. Case Study
2Case Study
1 Case Study 3
Take a look through these three case studies to get a
glimpse of how I work
Hipmunk NYC Costumes OutDoc
Case Studies

5. Hipmunk, a consumer-oriented online travel
company aims to take the agony out of travel
planning. Their goal is to help you book
travel faster and more efficiently.
Case Study
1 Hipmunk
Bringing Memorable Travel Experiences to the Masses

6. Case Study
Design Team:
Target Device:
Time Frame:
Tools:
Opportunity:
3 UX Designers
Native App for iOS
2 Weeks
Pen, paper, Google Forms, Sketch 3,
Omnigraffle, Keynote, InVision
There is potential for growth in the
lifestyle market, by providing clients
with once-in-a-lifetime travel
opportunities and social experiences
through the sales of group classes,
activities/excursions and workshops.
Hipmunk
Problem Statement:
People want to try new experiences with
their friends and/or other travelers.
1
This was a student project at General Assembly designed to
explore an area of opportunity for an existing brand of our
choice, choose a platform and work with technical constraints.
Storyboards
Job Stories
Comparative Analysis
Wireframes
High-Fidelity Mock-Ups
Project Plan
Survey Findings
User Interviews
User Flows
Personas
Usability Testing
Iterations
Interactive Prototype
Next Steps
Deliverables:
My Role:
As UX Designer, I conducted 4 user
interviews and created the main persona
used in our scenario. I created job stories and
wireframes. We conducted usability tests
together, and I created the invision prototype.
The current Hipmunk iOS app
vs our iOS app

7. Research Ideate Design Test Iterations
We interviewed 12 people out of the 77 respondents to our online
survey and affinity mapped our findings to determine our personas.
David: Spontaneous Traveler
For Maria, we created trips of a lifetime and the bucketlist feature—she wants
to participate in once-in-a-lifetime experiences, but wants to do so prudently,
i.e. wait for a drop in the ticket price (push notifications for price alerts). She is
open to meeting new people, but would want to know who is going before
booking an activity (login via facebook to see who is going).
Maria: a mix of both
“Once in the country, I
don’t have a rigid plan.
I’ll make a plan once I
am physically there,”
“Ultimately, the
prices and deals
determine when
and where I go on
vacation,”
“I go to events my friends
invite me to on Facebook—I’ll
go depending on who is also
going,”
Interviewing Affinity Map
Our Personas
Feature:
Last Minute Deals
Feature:
Price Alerts/
Push Notifications
Feature:
Login to See
Who is Going
Kate: Avid Planner

8. Research Ideate Design Test Iterations
Design, Test, Iterate, Rinse, Repeat.
1. We changed the hamburger menu button to explore.
2. Content brought up to see activities available below the fold.
3. Image lightened for easier distinction
Usability Tests
Annotated Wireframes
1
2
3
Testing the prototype, our instructor said he tried to, but couldn’t get lost.
Next in store would be to explore downloadable guidebooks for a nominal
fee by partnering with travel guide brands, like Lonely Planet
Launch the Prototype
https://invis.io/CB3O2TLVS

9. Case Study
2
NYC Costumes
Designing a Less Scary User Experience
New York Costumes (Halloween Adventure)
has the largest retail selection of costumes,
wigs, masks, props, and decor in New York
City.

10. Case Study
Design Team:
Target Device:
Time Frame:
Tools:
Opportunity:
Sole UX Designer
Responsive Website
2 Weeks
Pen, paper, card sorting,
Sketch 3, Omnigraffle,
Keynote, InVision
A more natural, intuitive navigation would
benefit the brand’s users without alienating
their loyal client base.There is a high
number of better known competiting
websites in the market, but a more efficient
purchasing experience may help push NYC
Costumes to the top.
NYC Costumes
2
This was a project at General Assembly with the challenge of
designing a new information architecture and content strategy for
an e-commerce website with an abundance of unique, sellable
items. We were given 100 items for card sorting and three
personas.
Comparative Analysis
Annotated Wireframes
Usability Testing
Navigation Site Map
User Flows
Card Sorts
Heuristic Analysis
Iterations
Interactive Prototype
Class Presentation
Deliverables:
Problem Statement:
With large retailers like Amazon as
competition, smaller retailers, like NYC
Costumes, need to update their websites
pronto.
The current NYC Costumes Website
vs. my proposed website

11. Research Ideate Design Test Iterations
Key Takeaway
Each person had a different idea of what category items belong to—
I conducted a third round of closed card sorts with just the newly
created main categories and sub-categories and got affirming
results.
As with competing sites, recommendations are for NYC Costumes
to feature popular costumes, etc. on the homepage (i.e. Minions
costumes, because the Minions movie came out recently)
Common pain points:Card Sorting
Our Personas
Comparative User Flows
Information Architecture
29 yr old
high tech
sympathy
61 yr old
grandmother
low tech sympathy
38 yr old single dad
with a young daughter
high tech sympathy
Dexter John Edda
Confusing, difficult navigation
Inability to purchase across multiple devices
Create a simpler way to make
and edit purchases
Solutions
To complete the task of adding and editing an item from the cart:
8 actions and 5 pages on new NYC Costumes
Party City
Homepage
14 actions and 9 pages on Party City vs.
Create responsive layout

12. Research Ideate Design Test Iterations
Design, Test, Iterate, Rinse, Repeat.
1. Search bar was originally hidden; iterated upon testing.
2. You can add to cart by rolling over page and clicking on desired size (due to
limitations in inVision, you have to click twice in prototype).
3. Need to test further to determine if the search bar is detectable in current
location.
Usability Tests
Children's Costumes Section
Annotated Wireframes
3
Next in store would be to conduct further testing on the mobile
wireframes.
Launch the Prototype
1
2
http://invis.io/BG3DO4Z6Q

13. Case Study
3
OutDoc
A Doctor Search for the LGBTQ Community
OutDoc is an online search platform that allows lesbian, gay, bisexual and
transgender patients to search for healthcare providers knowledgable about
the unique healthcare needs of the LGBTQ community.

14. Case Study
Design Team:
Target Device:
Time Frame:
Tools:
Opportunity:
3 UX Designers
MVP for Desktop
2.5 Weeks
Pen, paper, Google Drive, Typeform,
Sketch 3, Omnigraffle, Keynote,
InVision
There is need within the LGBTQ
community for a reliable way to locate
healthcare professionals who have the
knowledge and wherewithal to treat
patients professionally.
Determining the needs of the community
through research will aid in the creation of
the MVP.
OutDoc
3
This was a client project with OutDoc through General Assembly.
As lead User Researcher and UX Designer, I
conducted 12 interviews and synthesized the
data into our research report. I created one
persona, handled the competitive analysis for
one of our competitors, created our final
medium fidelity wireframes and our final
iterations.
OutDoc MVP
Comparative Analysis
Annotated Wireframes
Usability Testing
Iterations
Research Report
Survey Findings
User Interviews
User Flows
Personas
Interactive Prototype
Recommended Timeline
Client Presentation
MVP
Deliverables:
My Role:
Problem Statement:
Create a MVP for OutDoc so that members
of the LGBTQ community will be able to
locate, review and refer LGBT-friendly,
knowledgeable, competent doctors.

15. Research Ideate Design Test Iterations
“When I go to the doctor, I expect
to have a bad experience; the
glass is always half-empty,”
Key Takeaways
Should have Could have Won’t have (in MVP)
Though some expressed less need for an LGBTQ Doctor Search, all
interviewees said they would use it.
Input from the community is vital.
Affinity Map
S*, a transgender
male
Our Personas
We kept our three personas and their needs in mind throughout our feature
prioritization and design process. We prioritized features using the MoSCoW method:
Doctor search
by location
and gender
A blog to boost
crediblity in
community
Partnering
with other
health
organizations
Online
booking,
community
forum
Must have

16. Design, Test, Iterate, Rinse, Repeat.
Usability Testing
Launch the Prototype
Research Ideate Design Test Iterations
1. The homepage is where OutDoc needs to establish credibility within the
community and inject their own flavor into it.
2. Transgender specific care should be a filter and not a dropdown (will just
display doctors with Trans Care badges).
Annotated Wireframes
Presenting our findings to OutDoc was an emotional experience for both
teams.
I feel good about the work we did and how we laid the foundation for a site
that will truly benefit an entire community of people.
2
1
https://invis.io/QJ3UR8V2U
Validating Our Design

17. —George Bernard Shaw
let’s connect
You see things; and you say ‘Why?’
But I dream things that never were;
and I say ‘Why not?’
zoe.lewis@gmail.com
www.linkedin.com/in/zoeklewis
http://medium.com/@ZoeKit
New York, NY
Thanks.
“