User Research | Card Sorting | Paper Prototyping | UX & Visual Design | Branding | Front-end Engineering (Jade, Stylus, AngularJS, Node)
Madison Reed is a Series-D e-commerce startup that sells hair products online. I was brought onto the team as an UX design consultant, and stayed as a product manager. This was a 1-month project during my design consultancy. The primary goals were to improve the overall UX and increase e-commerce conversion rate. I worked on the design alone, reported to the COO, and worked with the engineering team for implementation.
- Talked to users and key stakeholders to understand context.
- Conducted qualitative & quantitative user research (surveys & 1-on-1 interviews with 50 users; data analysis on current metrics) to flesh out user personas, create use cases, and figure out where the greatest problems currently exist.
- Designed and iterated upon wireframes and flows--informed by user testing (card sorting & paper prototyping with 15 users) and regular check-ins with the product leads.
- Created UI & visual design with higher-fidelity Photoshop mockups and clickable prototypes.
- Went through more feedback loops and modifications to the high-fidelity mockups
- Helped the engineering team with transitioning the mockups to code.
- A/B testing revealed a 13.3% increase in conversion rate and a 44.6% increase in total revenue within the first month.
After the conclusion of this project, I was brought into the team full-time as the UX-focused product manager on the website. My responsibilities extended to include:
- Conversion rate optimization reports
- Data analytics (Google Analytics, Clicktale, Decibel Insight)
- User testing (UserTesting.com)
- A/B testing (Optimizely, Google Analytics)
 Research | Storyboard | Wireframes | UX & Visual Design | Branding & Presentation
BusBuzz is a location-based social music application created for the public buses of Istanbul. It essentially creates a jukebox specific to each bus, which helps commuters discover and share music with each other.
The application was commissioned by Avea, a Turkish mobile operator, to "solve modern problems in Istanbul with cutting-edge technology". Yael and I, with support from the Mobile Experience Lab team, decided to tackle the issue of traffic by increasing the appeal of public transportation. This app is currently being developed at Avea Labs.
Partner: Yael Alkalay
The MIT Mobile Experience Lab
Design Without Boundaries
Disruptive Applications for Pervasive Computing
Instructor: Federico Casalegno
Textbook exchange is an exploration of web databases, e-commerce UX design, and non-visual UX research (information architecture). This started as a personal side project and grew into an independent study under the supervision of Professor Scott Anderson. Built from scratch for the Wellesley College community--students can buy, sell, and rent textbooks from/to each other with the following features:
Easy searching and filtering
Filter textbooks by class, title, author, ISBN, and price
Secure transactions, custom-made for Wellesley College
Log in system is integrated with the Wellesley College log in system. Website only viewable when connected to the Wellesley network. Trade with those you know.
Room for negotiation
Sellers have the option of listing their textbooks as open for negotiation, and buyers can make bids.
Integration with other platforms
Buyers can enter class-specific queries and get email notifications when someone posts a relevant textbook. Sellers can get email notifications when there are new interested buyers.
Rent option, saving courses to get notified for buyers, links to the Wellesley Bookstore and Amazon for price comparison, expanding to a general for-sale forum, Facebook integration. I'm currently exploring other frameworks (in particular, Python Flask with SQLAlchemy) to update the site.
 Research | UX Design | Prototypes | Development (C#)
TUI.TAR is an air guitar-inspired tangible user interface for digital music creation and performance. It was created for Wellesley's Tangible User Interfaces course and the 2011 UIST Student Innovation Contest, for which we received 1st place creative.
Team Members: Lara Helm '12, Casey Grote '14, Emily Lin '14
Advisor: Dr. Orit Shaer, Wellesley College
I'm incredibly proud to have been a part of the team to organize the inaugural TEDxWellesleyCollege conference. Our theme for the 2/22/2014 conference is "Consilience", the coming together of knowledge from different disciplines--coined from E.O. Wilson's book of the same title.
My responsibility as a Media Executive included branding, visual identity, and publicity (promotional posters, social media engagement). Specifically, over the course of 4 weeks, I designed and developed a custom responsive Wordpress template to host our official website. This was the first Wordpress theme I've developed, and the largest professional event I've helped coordinate.
We had 12 amazing speakers, an all-day live conference, and a web live-stream that was watched by over 1,000 people from over 30 countries. Videos of the speakers will be posted online soon. For more information, please visit our Facebook page or our official website.
 Brand strategy | Logo & web design
Over the course of 10 weeks, our team of 11 developed an advertising campaign to rebrand and reposition our client, Mama Foundation for the Arts. Two of us (including me) were based in Boston, and the rest were in NYC. We communicated over Google Hangout for the first 9 weeks, and only met each other in person for the final presentation. Selected out of 11 competing teams as the case study winner, we presented our campaign at the annual Face of Talent conference.
I was the art director of the group, so I guided research, brainstorming, strategy and visual direction while executing the logo and web designs.
MAIP 2013, Sponsored by the 4A's
I also do some graphic & print design, primarily for event promotional posters. Here are a few samples (2012-13):
 As a part of the CS class, Multimedia Design and Programming, I created a few games and animations using Adobe Director. Here are two examples of games:
"Too High or Too Low" is a simple game where the player tries to guess a random number between 1-50. In the easy mode, you have five guesses. In the hard mode, you have three. I revamped the suggested template to simplify the UX and change the aesthetics.
"The Hue Cue" is a drag-and-drop game where you swap around the colored blocks to create a smooth transition between two different hues. As the difficulty increases, the number of blocks increase and the changes between hues become more nuanced.
*There are some Director version incompatibilities; please let me know if you see any bugs in the embedded games.
[2008-14] In my spare time, I love to draw and paint--primarily portraiture and studies of the human face/figure. Please message me if you'd like to commission a portrait!