Amazon PayCode, available now in 12+ countries, is a cash-based payment method enabling those customers who prefer to shop in cash and underserved populations who may not have access to a credit or debit card. Available directly within checkout, a customer is given access to a barcode once they complete a purchase and then can pay in cash at a local provider within 48 hours. After the pilot launch with Western Union, I oversaw the payment methods expansion in Mexico and Italy, working directly with country teams and local providers, conducting usability research and supporting launches and feature enhancements. Today, PayCode in Mexico is used by millions as a means to pay for their orders at any OXXO convenience store.
Boleto Bancario is a popular cash-based payment method in Brazil, enabling those without access to credit or traditional banking to pay online.In 2018, as part of the Payments team, I was tasked with designing the integration for Boletos on Amazon.br including guiding strategy for research and creating prototypes for in-person testing in São Paulo. After research was completed, I lead efforts to socialize the design across multiple teams within the larger retail organization, ultimately leading to a successful launch that lead to a large increase in overall sales on Amazon.br. After launch, I also shared our findings with the Brazil country team to help lay the foundation for the site’s category expansion and Prime membership launch.
Co-Designer: Eunice Oh
At the heart of the eHarmony experience, the relationship questionnaire is perhaps the most recognizable feature to new customers aside from the compatibility dimensions (which it powers) but hadn’t seen any substantial changes for four years. That being said, much of the quiz had not been truly optimized for mobile devices. With a focus on native functionality (both Android and iOS) along with a cleaner aesthetic, we enabled users to enter the product faster while not sacrificing the core questions to ensure the same quality of matches. We also increased conversion coming from the questionnaire into the product by nearly five percent.
My responsibilities included guiding UX Strategy, leading sketch sessions, helping gather requirements, and managing UI implementation for our mobile web team.
Co-Designer: Tony Smith
Under an aggressive timeline, We redesigned eHarmony messages, previously a ten year old email-based product feature, from the ground up. eHarmony messages is a modern chat tool that allows users to talk in freeform, natural conversation as well as a helpful set of quick questions designed to help relieve users’ anxieties around getting to know someone.
My responsibilities included guiding UX strategy, leading sketch sessions, collaborating on requirements gathering, collaborating with our researchers on usability testing, and leading UI implementation for both iOS and Android.
What originally began as a hackday idea, social sign up hinged on a simple idea: by allowing Android users to sign up with their Facebook or Google accounts, not only could we making creating an account faster but also assuage those users who may be weary of the seemingly lengthy compatibility questionnaire. Chosen as a feature project, our team worked for two days to craft a new experience, from initial sketches to a working prototype, it is slotted for release later this year.
Role: UX/UI Designer
Co-Designers: Julia Morton, Steph Mencarelli, Yasmine Molavi
After Fandango acquired Movieclips, we were asked to design a new Fandango product focused on the experience of viewing exclusive movie trailers and clips. For the Movieclips iOS app, we were given the specific parameter that the experience should be "pristine". Given an extremely tight deadline, we came up with a few different processes to iterate quickly and effectively. This included abandoning traditional wireframing, and for that matter ultra-polished comped work, and instead embraced sketching to communicate the experience and the interface. This allowed us to move nimbly as a design team and shortened the handoff time between development and design. Along with a living style guide and personas, we took an idea from concept to product in less than three months.
That said, even given our tight deadline, we also tried new approaches to user testing, embracing Google Venture's design sprint concept, testing new designs each week (via usertesting.com). This way we could validate decisions with user's opinions rather than our own. This gave us the breakthrough idea to not only test our designs but the theories behind them. Mid-way through the project, we started using a three word approach. After a brainstorming session, we narrowed down nearly a hundred choices to three adjectives we thought described with the new Movieclips app: pristine, entertaining and informative. In turn, at the end of each user test, we asked users to describe what they had just experienced with three words. This way, we were able to take an objective approach to the subjective aspect of the Movieclips experience.
Role: UX/UI Designer
Co-Designer: Steph Mencarelli
After the launch of Fandango Movieclips for iPhone, the team was tasked with thinking about our iOS experience as a universal app. Because of Fandango's relationship with Apple, this actually became an opportunity to expose more users to Movieclips via a featured spot in the App Store. Given the exposure, the design team approached the design of the iPad as a unique product. We started with general research, combing through Pew Internet studies and comScore reports to get an idea of our proposed iPad user's demographics and back story, as well as consulting with our own internal Marketing and Business Intelligence departments. We took our research and assumptions and then formed them into a persona.
As opposed to our younger iPhone user, we decided our iPad user skewed older: a working professional with a young family and little to no personal time. We also considered how the iPad, in many homes, is a shared device. We noted that content programmed in the iPad, then, should be suitable for a range of ages and also recommended that different messages be sent to iPad users, focused on family movie nights as well as weekly recaps for the busy professional who might not have time to stay up on the newest trailers or movies in theaters.
From there, we worked hand in hand with development, providing sketches and using the existing Movieclips style guide to come up with a working prototype in a little over a month. After launch, Fandango Movieclips has been consistently featured in the Apple App Store.
DailyUI was a design challenge I participated in last year. Each day I was tasked to solve a different design problem. The examples represent some of my favorite work including a calculator inspired by James Turrell and Drake, a proposed iOS icon for Reformation, an artist profile page and a music player.
