My role: UX Design, Art Direction, and Concept Development (team of three at John St. Advertising)
Breast self-exam (BSE) can be an important way to find a breast cancer early, when it's more likely to be treated successfully. Not every cancer can be found this way, but it is a critical step you can and should take for yourself. Rethink Breast Cancer has been working to change the face of breast cancer for a decade, with initiatives like the Target Breast Cancer campaigns aimed at increasing awareness to young women. We worked with Rethink Breast Cancer to come up with a provocative and entertaining way to encourage women to conduct regular breast self-examinations: the Your Man Reminder app. (For more details about the development process of the campaign, please visit the Advertising page on the top menu, or click here)
Users can download the free app to their phones and choose from a variety of attractive men that will help you keep up with keeping your breasts healthy, from the superstar athlete to the boy-next-door to the smooth heartbreaker. App users get tips on how to give their breasts 'TLC' (touch, look, and check), learn about signs and symptoms of lumps and, of course, get a monthly breast-check and a doctor's appointment reminder from their chosen man.
This is a mobile application that enables users to regularly reminded and learn more about breast self-exam (BSE) in a genuine and entertaining way. This interaction is designed to provide users with the appropriate backstory and preparation to get the most out of their BSE, increasing the likelyhood of turning young women into breast-health expert.
Reminders, whether on your phone, tablet, or computer, can become a nagging irritation that you'd rather avoid than embrace. Based on our research about the young women's experience with smartphone notification and their physical breast exam experience, we wanted to make sure this app would not make users annoyed with the notification function or feel overwhelmed withthe 'c' word, cancer. The research indicated that users are prone to a more enjoyable experience if the messages are more "human" and "entertaining." Flirty messages from user's chosen man is an interaction solution that creates more positive interaction with users. The reminder messages are designed to be updated by writers at Rethink and sent out randomly to encourage the users more individual and real-like interaction.
My role: UX Design, Information Architecture, and Art Direction (team of four at Innocean Worldwide Canada)
Hyundai is one of the most sold motor brands in Canada for many years. The multinational brand, once perceived as a low-cost compromise, became over the years a conscious and proud choice of the car buyers and lead a revolution in the car market. The brand became a clear leader in the market, far outnumbering its competitors, relying on an ever improving quality and market value with each released model – meeting the Canadian consumer’s welcome.
Hyundai Motors aimed to create the Canadian website that reflects the new brand direction, Modern Premium, to best serve the company’s valued existing and potential clients. Buying a new car is a major decision, being a large expense, and one of the most significant buying decisions the client makes every few years. The prospective car buyer is interested in the maximum possible information which will support him in making an educated and well-informed buying decision. The information made available includes detailed technical specification, price, available financing options, comparison to other relevant models, quality of service, warranty, etc. This generates massive amount of multi-faceted information, which if presented in a non-accessible way, may create confusion and overload, resulting in the potential buyer logging out of the website.
1. Improvement of Call to Action and conversion rate to increase the number of leads from the website
2. Establishment of a broad and intelligent structure to enable management of large amounts of rich content, photographs and videos.
3. Creation of an interesting and innovating user experience which will strengthen the brand values, communicate the brand's new marketing messages and generate interest and attraction in potential customers.
In order to present a substantial amount of information in a user-friendly interface, and at the same time, motivate for action, we searched for solutions that could answer all visitor's needs. We strived to provide a simple, fast and easy method for exploring each model, while reinforcing the confidence in the brand and the Distributor, motivating the visitors to book a test drive in one of Hyundai’s showrooms.
Despite the extensive and vast information available for each model, a delicate yet accurate equilibrium between objectives enabled us to create content-rich and fun pages avoiding the sense of burden or visual over-load. Throughout the website we implemented smart navigation tools, menus expansion and concentration, page reduction, and user-friendly toggle from different areas in each page, while incorporating impressive visual abundance. Easy to use navigation tools were incorporated within the website, assisting the visitor to find the car which best suits his needs and choice, including a model filter enabling search according to gas consumption, price, engine capacity, etc. Through this meticulous process we created an easy, effective and enjoyable user experience, addressing both new buyer and Hyundai car owners, requiring additional information and service for their car.
Responsive Design was implemented within the Hyundai website, by customizing all features for various screen sizes, operating systems and multiple devices. The website incorporates dedicated versions for smart phones and tablets, enabling easy navigation using touch screens, allowing immediate phone contact with the company and on-line booking of a test drive.
My role: User Research, Workshop Facilitation, and Report Writing (team of five at the University of Toronto)
Our team of four, from the Knowledge Media Institute, initiated participatory design (PD) journey to translate the University of Toronto's accessibility services into ubiquitous digital environment. We initially identified this as an opportunity as it seemed natural to extend a land-based service into the mobile sphere, thus making accessibility services a cohesive, multi channel experience for both students and staff. It is important to mention that we did not anticipate or brainstorm any functionality in isolation. Rather, we wanted this to be shaped by our participants in an open design space, where they can collectively come together and freely express their ideas.
We approaches the future solution from a usability standpoint as opposed to that of accessibility. We quickly realized that the former had far fewer current software implementations than the later. The Accessibility technology domain aims at developing assistive and adaptive devices and making digital artifacts accessible to people with disabilities. This appears to be achieved through standards and software that interprets content. Though this is also highly relevant and definitely applies to later stages of the project, we decided to gear our research towards identifying more functional and usable elements. This decision was made when we realized that accessibility was an extremely technical and regulated field, where existing software is currently made digestible in many different ways, depending on the type of disability. We decided to focus our research into developing a platform to provide and communicate information to students, while keeping in mind the accessibility solutions already available to our group to utilize.
Our PD investigation began with a problem and context definition phase where we engaged the centre staff first and students second. It is worthwhile to mention that we summarized staff session outcomes to the students in the beginning of our student workshop session, so that students were aware of their counterparts’ contributions. After this phase, we were beginning to see parallels between the staff and student inputs. These parallels began to define contours of a possible solution. Both groups agreed that certain aspects of the Centre’s services should be mobilized; moreover, because the Centre deals with students who have particular needs, the solution should be customizable to accommodate a variety of groups that have distinct use requirements.
Together with student participation, we recognized that the future design will resemble a platform that supports integration of various accessibility tools and technologies into a single, seamless mobile experience. The mobile platform will feature a set of core functionalities as well as features that can be added on. The subsequent flow of sessions involved us identifying problem areas that can be addressed by a core set of tools. Due to the grand scope of our proposal, we settled on the idea of focusing on four tools as well as (low-fidelity) platform features. From there, we selected a Happy Path that we could explore in further depth.
My role: User Research, Concept Development, and Report Writing (team of four at the University of Toronto)
The Ontario government commissioned RBB Innovations to develop a centralized childcare registration system. The OneHSN Childcare Registration System allows parents to apply to childcare providers using a single online form. After its launch in the Kitchener-Waterloo Region, RBB Innovations found that users reported high levels of dissatisfaction. Our team of four from the Knowledge Media Institute at the University of Toronto was brought in to engage with RBB Innovations to complete a user experience re-design of the online childcare enrollment service. We completed a heuristic evaluation and identified a restrictive linearity, an invisible algorithm, and an unassuring conclusion as the key usability issues. Our UX intervention tackled these issues by designing a more visible process and engaged users with more control, agency, and intention.