Successfully delivered a variety of award-winning projects, utilizing UX principles and methodologies. Each case study showcases my commitment to user-centered design and delivering exceptional digital experiences.
Introduction
NBC aimed to enhance user experience and engagement by introducing the NBC LIVE iPad App and redesigning the NBC.com homepage. The goal was to provide users with real-time interaction and engagement opportunities while watching their favorite shows.
Scope
NBC LIVE iPad App: Designed the first app for NBC.com users, enabling real-time interaction and engagement. Users could post comments, participate in polls with instant results, engage in trivia with answers, and access fun facts. The app also introduced new advertising opportunities.
NBC.com Homepage Redesign: Redesigned the NBC.com homepage to enhance user experience and engagement, incorporating elements from the NBC LIVE iPad App.
Contribution
Role: Senior Digital Designer (UX/UI)
Responsibilities and Key Tasks:
Product Design: Designed the user interface and user experience for the NBC LIVE iPad App, focusing on real-time interaction and engagement features.
UX Revisions: Iteratively refined the user experience based on feedback from stakeholders and users, ensuring optimal usability and engagement.
Information Architecture: Organized and simplified information and content to enhance usability and navigation on the small screen of the iPad.
UI & Prototype: Developed the visual design elements and created interactive prototypes to visualize design concepts and gather feedback.
Mobile Deliverables: Prepared deliverables for mobile development, ensuring seamless implementation of design solutions.
Promotion Graphics: Designed promotional graphics to market the NBC LIVE iPad App and NBC.com homepage redesign.
QA Testing: Conducted quality assurance testing to identify and address any issues or bugs in the app and website redesign.
Style Guide: Developed a style guide to ensure consistency in design across all platforms.
Awards
Emmy Nominee: Outstanding Creative Achievement in Interactive Media for the NBC LIVE iPad App.
Ovation Award: Innovative NBC LIVE App.
Outcome
The NBC LIVE iPad App and NBC.com homepage redesign successfully enhanced user experience and engagement for NBC.com users. The introduction of real-time interaction and engagement features, coupled with new advertising opportunities, contributed to increased user engagement and satisfaction.
Conclusion
The NBC LIVE iPad App and NBC.com homepage redesign project showcases the impact of innovative design solutions in enhancing user experience and engagement. By incorporating real-time interaction features and optimizing usability and navigation, the project achieved its goal of providing users with an immersive and engaging experience while watching their favorite shows on NBC.com.
Introduction
NRMA Insurance aimed to improve user experience and accessibility by redesigning its website and updating its mobile app. The project focused on streamlining the claims process, integrating web-chat support, launching Emergency Online (EOL) features, implementing weather alerts, and enhancing the Self Service Center.
Scope
The project involved designing a responsive website for NRMA Insurance to facilitate quick and easy claims lodgment on mobile devices. Key features included web-chat support, EOL for Home Claims, weather alerts, and updates to the Self Service Center and NRMA App.
Contribution
Role: UX Specialist
Responsibilities:
Created UX wireframes for the NRMA Insurance claims site, ensuring a fast, easy, and straightforward process for customers to prepare before, during, and after major events.
Designed the Weather Alerts feature, which achieved a 97% satisfaction rate among customers. 79% of customers took action on severe warning alerts, preventing potential damage.
UX Design Process
Key Tasks:
Conducted research and developed personas to understand user needs and behaviors.
Created customer journey maps to visualize the user experience across different touchpoints.
Developed information architecture to organize content and streamline navigation.
Iteratively designed UX wireframes and prototypes for testing and feedback.
Conducted user testing, AB testing, and gorilla testing to validate design decisions and improve usability.
Achievements
Streamlined the claims process on the NRMA Insurance website, improving ease of use for customers.
Implemented Weather Alerts feature with high user satisfaction and effective warning response rates, preventing potential damage.
Conclusion
The redesign of the NRMA Insurance website and mobile app successfully enhanced user experience and accessibility, particularly in the claims process. By incorporating user-centered design principles and innovative features like Weather Alerts, NRMA Insurance improved customer satisfaction and response to critical events, ultimately providing greater value to its users.
Introduction
The Australian Financial Review (AFR) required a comprehensive redesign to enhance user engagement, improve functionality, and modernize the site to meet contemporary user expectations. This involved implementing User-Centered Design (UCD) principles across various aspects such as visual design, functionality, usability, typography, UI, content strategy, and interaction design.
Scope
Project Goals: Develop a fully responsive website to ensure optimal user experience across various devices and screen sizes. Address outdated website structure and improve engagement levels, SEO performance, and overall user satisfaction.
Approach: Through extensive user research, iterative design, and usability testing, optimize the website's interface and functionality to boost user engagement, increase traffic, and drive revenue growth.
Contribution
Role: Lead UX/UI Designer
Responsibilities and Key Tasks:
Research & Competitor Analysis:
Conducted thorough research and analysis to understand the competitive landscape and user expectations.
Sketching & Mood-board: Created initial sketches and mood boards to visualize design concepts and gather stakeholder feedback.
Information Architecture (IA) & UX Recommendations: Developed a clear and intuitive information architecture, making navigation easier and more logical for users.
UI Design Concepts: Designed user interface concepts that were modern, visually appealing, and aligned with AFR's brand identity.
Agile - Scrum Process: Worked within an Agile environment using the Scrum process to manage and iterate on design tasks efficiently.
Stakeholder Management: Collaborated closely with stakeholders to ensure their requirements were met and their feedback was incorporated throughout the design process.
Brand Style Guide: Developed a comprehensive style guide to ensure consistency across all digital platforms.
Research and Methodology
User Research: Conducted comprehensive user research and persona development to understand the diverse needs and expectations of AFR's audience.
Competitor Analysis: Analyzed competitor websites to identify best practices and areas for improvement.
Usability Testing: Iteratively tested design concepts with real users to ensure the design met usability standards and enhanced user engagement.
Key Projects
Website Redesign: Focused on User-Centered Design principles to achieve greater clarity and legibility with a fresh, modern design and typography for the desktop, mobile, and tablet experience.
Events App Development: Utilized UX principles such as interaction design, information architecture, and responsive design to create an intuitive and adaptable user experience for the Financial Review Group's events app.
Customer Log-In Migration: Managed a large-scale, complex customer log-in migration to ensure a seamless transition and improved user experience.
AFR Video Player: Enhanced the AFR video player website, focusing on usability and user engagement.
Outcome
The redesign of the Australian Financial Review site led to significant improvements in user engagement, traffic, and overall user satisfaction. The modernized design, coupled with enhanced functionality and usability, provided a seamless and user-friendly experience across all devices. The successful implementation of the Events App and the customer log-in migration further contributed to a cohesive and efficient digital ecosystem for AFR users.
Conclusion
The Australian Financial Review site redesign project demonstrates the impact of applying User-Centered Design principles to create a modern, engaging, and user-friendly digital experience. Through meticulous research, iterative design, and stakeholder collaboration, the project successfully enhanced AFR's digital presence and user engagement.
AWARDS
• The Australian Financial Review won “News Website of the Year” at the Pacific Area Newspaper Publishers Association awards.
• The AFR Weekend won PANPA Newspaper of the Year.
Introduction
St. George Bank aimed to enhance its online banking services by prioritizing secure and intuitive user interfaces. The goal was to refine the user experience, ensuring ease of navigation and accessibility for customers.
Scope
Project Goals: Improve online banking services by prioritizing user-centric design principles and enhancing overall user experience.
Approach: Conducted thorough user research to understand project requirements and identified key features to design intuitive interfaces. Developed tools for calculating affordability, comparing rates, and applying for loans, prioritizing user needs and goals. Provided real-time updates to enhance the overall user experience.
Contribution
Role: Senior UX Designer
Responsibilities and Key Tasks:
Research and Personas: Conducted in-depth user research to understand customer needs and preferences, developing personas to guide design decisions.
Customer Journey Map: Mapped out the customer journey to identify pain points and opportunities for improvement.
Information Architecture: Designed a clear and intuitive information architecture to facilitate seamless navigation for users.
Sprints and UX Wireframes: Utilized agile methodologies to iteratively design wireframes, ensuring alignment with project goals and user needs.
Prototypes: Developed interactive prototypes to visualize design concepts and gather feedback from stakeholders and users.
User Testing, AB Testing & Gorilla Testing: Conducted comprehensive user testing, AB testing, and gorilla testing to validate design decisions and identify areas for improvement.
UX Design Process
Research: Conducted user research to gather insights into user behaviors, preferences, and pain points.
Design: Utilized design thinking methodologies to ideate and conceptualize design solutions that address user needs and project requirements.
Prototyping: Created interactive prototypes to visualize design concepts and gather feedback from stakeholders and users.
Testing: Conducted usability testing to evaluate the effectiveness of design solutions and identify areas for improvement.
Iteration: Iteratively refined designs based on feedback from stakeholders and users, ensuring continuous improvement and alignment with project goals.
Outcome
The redesigned St. George Bank online banking platform led to a significant improvement in user experience, with customers reporting greater ease of use and satisfaction with the platform. The intuitive interfaces, streamlined navigation, and real-time updates contributed to an overall enhancement of the online banking experience for St. George Bank customers.
Conclusion
The St. George Bank online banking redesign project demonstrates the impact of prioritizing user-centric design principles and leveraging UX methodologies to enhance the overall user experience. By conducting thorough research, designing intuitive interfaces, and iteratively testing and refining design solutions, the project successfully improved the online banking experience for St. George Bank customers.
Introduction
Yogi Mixer is a mobile dating app designed to connect yoga and meditation enthusiasts globally. The app aims to provide a platform for like-minded individuals to form conscious connections, fostering a community of wellness and mindfulness.
Scope
Project Goals: Design and develop a mobile application that unites yoga practitioners and meditation enthusiasts worldwide. Focus on creating a personalized and community-driven experience that caters to the diverse needs of users.
Approach: Utilize extensive persona development and user flow analysis to tailor the yoga experience. Integrate personalized content and community features to enhance user engagement and satisfaction.
Design Process and Contribution
Role: UX/UI Mobile Designer & Art Director
Responsibilities:
Brand Creation: Designed the logo and overall brand identity, ensuring a strong visual and emotional connection with users.
Persona Development: Conducted in-depth research to create detailed personas representing the diverse user base. This helped in understanding the needs, preferences, and pain points of different user segments.
User Flow Analysis: Mapped out user journeys to identify key interaction points and ensure a seamless and intuitive experience. Focused on simplifying navigation and enhancing usability.
Web & Mobile Design Concepts: Developed a responsive website that provides a consistent user experience across devices. Ensured the design aligns with the Yogi app’s branding and offers easy access to information and features.
UX & UI Prototyping: Created UX and UI prototypes for the mobile app, emphasizing simplicity and elegance. Focused on intuitive navigation, personalized content, and community features to enhance user engagement.
Mobile App Design: Created UX and UI prototypes for the mobile app, emphasizing simplicity and elegance. Focused on intuitive navigation, personalized content, and community features to enhance user engagement.
Social Media and Print Design: Designed social media graphics for promotional ads and the layout for a print magazine, ensuring cohesive branding across all mediums.
Outcome
The Yogi Mixer app successfully launched, offering a unique platform for yoga and meditation enthusiasts to connect. The clean, modern design and intuitive user experience received positive feedback from users. The integration of personalized content and community features significantly enhanced user engagement and satisfaction.
Conclusion
The Yogi Mixer project showcased the importance of a user-centric approach in designing a mobile dating app. By focusing on persona development, user flow analysis, and a cohesive brand identity, the project delivered a compelling and engaging experience for yoga and meditation practitioners.
Introduction
Disney aimed to extend the magic of its parks into the digital realm, creating an engaging online experience that would captivate users and foster deeper brand engagement. Leveraging storytelling and immersive design techniques, the project focused on creating memorable digital interactions.
Scope
Project Goals: Develop an engaging online experience that mirrors the magic of Disney parks, encouraging repeat visits and deeper engagement with Disney's brand.
Approach: Collaborate with the Disney team to create a cohesive brand identity across various media platforms, including web, iPad, and iPhone apps. Ensure a seamless and immersive user journey that caters to a diverse audience.
Design Process and Contribution
Role: Senior Web Designer
Responsibilities and Key Tasks:
Brand Creation: Developed the new brand identity that extends across all digital platforms, ensuring a strong visual and emotional connection with users.
Information Architecture: Structured the digital content to ensure easy navigation and a logical flow of information, enhancing user experience.
User Research and Methodology: Conducted thorough user research to understand the diverse audience, including children and families, ensuring the design meets their needs and expectations.
Responsive Design: Created responsive interfaces for web, iPad, and iPhone apps, ensuring a consistent and seamless experience across all devices.
User-Centric Design: Translated the client's vision into tangible solutions, crafting app journey screens that are user-friendly, simple, and beautifully designed.
UI & Prototyping: Created user-friendly interfaces with interactive elements, focusing on simplicity and engagement to cater to all age groups.
Visual Design: Incorporated vibrant and magical visual elements that reflect Disney's brand, ensuring a visually captivating experience.
Mobile Deliverables: Designed responsive interfaces for web, iPad, and iPhone apps, ensuring a seamless experience across all devices.
Promotion Graphics: Created promotional graphics to support marketing efforts, maintaining consistency with the new brand identity.
Style Guide: Developed a comprehensive style guide to maintain design consistency across all digital platforms.
Outcome
The digital experiences developed for Disney successfully extended the magic of the parks into the online realm. The cohesive and immersive user journey captivated users, fostering deeper engagement and encouraging repeat visits.
Conclusion
The Disney digital experience project highlights the effectiveness of combining storytelling with UX/UI design principles to create engaging and immersive digital interactions. By focusing on user-centric design and maintaining a cohesive brand identity across platforms, the project successfully enhanced Disney's digital presence and user engagement.
ACHIEVEMENTS
• Competed in The Malibu Disney Triathlon Team.
Introduction
The Thrive AI Insurance App was developed to provide innovative, tailored insurance solutions for small businesses. The project aimed to create an intuitive and engaging user experience that stands out from the competition, highlighting the unique value proposition of technology-driven insurance products.
Scope
Project Goals:
Design a prototype to support client pitches to investors, emphasizing a unique strategy and model distinct from competitors. Focus on delivering tailored, technology-driven insurance solutions for small businesses.
Approach:
Leverage UX/UI design principles and full-stack development skills to create a user-centric, visually appealing, and functionally robust prototype.
Contribution
Role: UX/UI Mobile Designer
Responsibilities:
Brand Creation: Developed the brand identity, ensuring a strong visual and emotional connection with users.
Responsive Design: Created a responsive website that adapts seamlessly across devices, providing a consistent user experience.
AI Integration: Designed a Robo Advice AI feature to provide automated, personalized insurance advice to users.
User-Centric Design: Translated the client's vision into tangible solutions, crafting app journey screens that are user-friendly, simple, and beautifully designed.
UX Research and Methodology: Conducted extensive user research to gather insights and data. Implemented comprehensive UX methodologies to understand user needs and preferences. Conducted interviews, surveys, and usability tests to gather qualitative and quantitative data.
Data Analysis: Interpreted feedback from various sources to identify key features and design solutions that align with user expectations and business objectives.
Usability Testing: Conducted multiple rounds of usability testing to fine-tune the design and enhance user experience continuously. Gathered user feedback at each stage to make informed design decisions and improvements.
UI Design Principles: Applied UI design principles to create visually captivating interfaces.
Wireframes and Prototypes: Generated detailed wireframes and interactive prototypes to facilitate seamless navigation and user interaction. Focused on creating intuitive user flows that simplify the insurance application process.
Native Mobile App Design: Designed intuitive, native mobile app interfaces for both iOS and Android platforms, ensuring seamless functionality and user experience.
Outcome
The Thrive AI Insurance App prototype successfully showcased the potential to address market needs effectively. It highlighted intuitive features and seamless functionality, making a compelling case for investor pitches. The prototype demonstrated the innovative, user-centric approach of the insurance solutions, setting the stage for future development and market introduction.
Conclusion
The Thrive AI Insurance App project was a testament to the power of combining UX/UI design principles with full-stack development skills. By focusing on user needs and delivering a visually appealing, functional prototype, the project effectively highlighted the unique value proposition of technology-driven insurance solutions for small businesses.
Introduction
Led the design of the Bondi Bubble App to boost local business and tourism in Bondi Beach, Australia. The project aimed to connect locals and visitors with real-time information on events, shopping, dining, and more.
Problem Statement
The challenge was to create a user-friendly app that would provide comprehensive information about Bondi Beach while supporting local businesses and enhancing the visitor experience.
Research
Conducted user interviews and surveys to understand the needs of locals and tourists. Developed personas to guide the design process.
Ideation
Brainstormed with stakeholders and created initial sketches and wireframes to visualize the app’s structure and flow.
Design Process
Developed a clear information architecture and created interactive prototypes. Focused on a vibrant visual design that reflects Bondi’s lively atmosphere.
Key Tasks:
• Developed Bondi Bubble and Aloha Bubble Apps
• Directed iOS and Android app design
• Conducted research and defined user journeys
• Managed production teams and delegated tasks
• Designed UI/UX elements and online store
Implementation
Collaborated closely with developers to ensure seamless integration of design and functionality. Used tools like Sketch and InVision for design and prototyping.
Testing
Conducted usability testing with a diverse group of users. Iterated on the design based on feedback to improve usability and functionality.
Outcome & Impact
The app received positive feedback, with a significant increase in user engagement and local business participation. Over 800 downloads on the launch night and ongoing positive reviews.
Reflection
Learned the importance of continuous user feedback and iterative design. Successfully addressed challenges related to balancing user needs and business objectives.
Conclusion
The Bondi Bubble App successfully connected the community and enhanced the local business scene in Bondi Beach. For more information or to discuss a potential project, contact Sara Vieira at [contact information].
LINK
FIGMA Demo Prototype
Bondi Bubble App Article
159 Cromwell Road
London, SW5 0TQ
United Kingdom
433 Bondi Beach, Sydney
NSW 2026 Australia
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