ABC News, Storyline
SENIOR PRODUCT DESIGNER
Journalism Management Tool Greenfield Development
Led design for second phase of product rebuild for industry leading mortgage loan tool LoanSafe Connect, which identifies fraud when approving lender loans. The first phase transformed the product by rebuilding its platform to align with modern software development. This next phase included expanding the user-base by learning about the needs of management teams for Tier 1 customers at enterprise organizations and defining features that to accommodate those workflows.
The goal was to develop a strategy then join the software team to build validated product features that align with the specific workflows of this new user-base. The research team which consisted of a Product Manager, a Product Designer (myself), a UI Designer, and a Product Owner, discovered an opportunity to add reporting tools to the product. This tested well with users and was added to the backlog for agile development of the growing product.
Top Skills: Qualitative Research, Design Strategy, Product Design, Product Development, IA/UX/UI, System Thinking, Visual Design, Prototyping, Project Management, Agile Practices
PROBLEM SPACE
Knowledge Share of Internal Workflows & Persona Assumptions
Project kickoff with executives, stakeholders, sales team, and project team
CONSENSUS ON PROBLEM
“We have an email problem…
because we have a workflow problem.”
Service blueprint of workflows mapped to primary users with holistic view of dependencies
Exploratory Research
Validation of Persona Workflows & Discovery of Product Opportunity
Team brainstorm for discussion guide topics
OPEN-ENDED DISCUSSIONS
“Tell me about the last time you had to start working on a breaking story?”
Synthesizing research evidence across persona groups
Product Strategy
Developing Persona Assertions & Defining Product Opportunity
After synthesis we analyzed the evidence to define insights and validated problems
TOP TWO INSIGHTS
When a big story is going on air or there is breaking news, the units and roles tend to work better together and are more efficient in their workflow.
There is a fear within the organization that a change will disrupt their current workflow, yet many people have developed siloed work-arounds to improve efficiencies.
VALIDATION OF PERSONAS & WORKFLOWS
Product DESIGN
Concept Development, Engineering Team Inception & Sprint Cycles for Beta Build
PRODUCT CONCEPT
A shared platform organized around stories that includes editorial, logistical and production needs.
Engineering team began building framework and architecture while product tested prototypes
After each usability session we tracked feedback for design and product iterations
ITERATIVE DESIGN & ENGINEERING
The product went through weekly cycles of usability to refine and name Storyline plus develop a Beta build to be tested in the field.
Defining Mobile Experience
Design Patterns
To help build toward a design systems, UI patterns were defined and setup for reuse.
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