Catherine Booker: User Experience Portfolio
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CATHERINE BOOKERBOOO KER USER EXPERIENCE STRATEGIST CATHERINELBOOKER @ YAHO O . COM CALUBO . COM 310 . 213 . 8218 Catherine Booker calubo.com User Experience and Product Strategist [email protected] Resume Highlights 310.213.8218 Lead UX Designer | iolo technologies 2.4 years DEFINED, communicated, • Gauged usability and effectiveness of software, individual tools, (re)designed, and polished the UX and other forward-facing assets. and associated framework of the • Identified and/or anticipated product and site flaws while company’s flagship software, providing recommendations for improvement. upcoming products, and content. • Created flows, wireframes, prototypes, and visual design deliverables for multiple platforms. DESIGNED end-to-end system • Compiled and translated research and resulting product architecture for next-gen cloud direction into easy-to-consume flow maps and documentation product, and facilitated internal (including site maps, wireframes, mockups, task scenarios) for shift from product-centric dissemination and department-specific implementation. consumer tactics to service- • Worked with stakeholders to define and refine product vision oriented enterprise solutions. and feature requirements for online service. TRANSFORMED existing • Identified “low-hanging” opportunities across all departments for challenges into business quick turnaround and immediate results. opportunities by creating • Addressed misalignments between messaging and user seamless experiences to expectations in content and UI, while expanding on successful positively engage customers, approaches to increase effectiveness. minimize pain points, maximize • Developed and integrated “win-back” campaign strategies for revenue, and increase brand expired licenses and unhappy customers into product design(s). reputation and user retention. • Drafted customer purchase flow to increase interdepartmental communication and reveal touchpoints across the organization, as well as related audience perceptions and behavior. Graphic Designer (UI + UX) | Laserfiche 8.6 years ENGINEERING | 2004 - 2009 MARKETING | 2009-2013 Independently crafted overall creative vision, Overhauled, expanded, and connected internal graphics, and development direction. Unified user systems, web sites and industry positioning efforts experience of software suite to ease transition into to optimize employee efficiency, maximize ROI, ECM market via enhanced usability, functionality, and increase brand presence in ECM market. and modern presentation. • Visually articulated architectural concepts, interaction models, design guidelines, usability concerns, content strategy, and UI solutions via site maps, flow diagrams, wireframes, and mock ups to ensure comprehensive end-to-end user experiences. • Provided creative and technical support for all departments via: information architecture; user experience, interface, interaction, and visual design; web development, design and maintenance; content strategy; and online campaign management. Focus Tools Education Research Concept + UI PC/Mac UCLA, 1999 Planning Visual Design Adobe CS Design, B.A. • Architecture Brand Development Axialis IconWorkshop • Content Product Strategy • Design Full work history available on linkedin.com/in/calubo CASE STUDY › WEBSITE WEBINARLASERFICHE.COM SYSTEM REDESIGNUI Corporate website redesigned to Google-based search bar added. Brand identity strongly Later suggestion to instead incorporate a new CMS-driven backend and integrated into design. modify and integrate product suite search tool into website to increase leads, site traff c, internal workfl ow demonstrate functionality was implemented in next redesign. eff ciency, name recognition and overall usability. Launched October 2009. Tools • Adobe Photoshop • Adobe Dreamweaver • Adobe Illustrator RESEARCH Rotating banners highlighted current Roles and Contributions matters of importance. PLANNING AND ARCHITECTURE Research | Planning and Architecture | Concept/UI | Visual Design CONCEPT/UI Development | Implementation | Maintenance • Gathered data on user base, target audiences, relevant markets VISUAL DESIGN and competitors. Analyzed metrics and performance of past DEVELOPMENT online properties. Conducted asset assessment of available resources, including content, collateral, media. IMPLEMENTATION • Incorporated research results into wireframes and high-f delity MAINTENANCE paper prototypes of optimal site architecture, recommended features, and proposed design direction(s). • Tighter, branded look and feel. Created graphics incorporating tighter look and feel—including icons, banners, and diagrams— Quick links redirected for page templates and legacy forms. visitors to webinars and other training events to support lead generation • Worked with technical team to establish site framework and Product offerings Industries at-a-glance Notable news and efforts. facilitate eff cient development process, thereby maintaining presented up front to directed visitors to events on home page focus and integrity of intended design. Designed, built, tested, clarify company purpose. resources targeting encouraged return visits market-specif c concerns. to the site. and deployed templates and assisted with troubleshooting, as well as overall system set up, search engine optimization, lead tracking, roll out, and ongoing maintenance. © Opposite page: Redesigned home page of corporate website. CASE STUDY › WEBSITE Challenges The purchase of a content management system (CMS) was made to end manual page updates and enable more effective site-wide management through a centralized web interface. Because the resources needed to implement and deploy the site were substantial, a full-time, multi-departmental LASERFICHE.COM REDESIGN web team was formed to address areas of particular concern: CONTENT DESIGN In observing how the company struggled to present audience-specif c Content issues coupled with unoptimized site design also heavily content while gathering data that would facilitate the sales process, inf uenced the eventual design direction: several factors inf uencing the overall effectiveness of its efforts emerged: • Several site redesigns left their mark in the form of • Asset review didn’t happen regularly, thus the majority of inconsistent page layout, confusing navigation, and broken live content was several years old—and irrelevant to target links or functionality, many of the latter uncovered by mistake. markets. White papers and other print collateral were posted One such example of the latter involved newsletters’ un/ regularly, but competed with old, hard-to-track versions subscribe links that could only be found through Google. referenced elsewhere on the site. Unfortunately, the request system didn’t successfully remove people from mailing lists—only a developer with access to the • On the other hand, diagrams, infographics, and videos were database and SQL could do it manually. never consistently posted online, if at all. Most of the time, they were placed in locations that didn’t fully exploit their • Newly added sections introduced best practices and potential value, especially when they could have been used design improvements—many recommended for immediate to support weak copy or illustrate abstract concepts more implementation—but incoporating changes across the board effectively than words alone. proved diff cult without a template system. Landing pages and their effectiveness were one such area negatively affected • Lastly, the overall lack of back-end support made asset by years of neglect, and random errors plagued the backend management diff cult. Servers were overrun with outdated, system. redundant artifacts in multiple locations, leading to situations Left: Original home page of corporate website before redesign. where newer content would be overwritten by old. • With no one championing the development of a positive site experience, the developers favored prioritizing back-end processing to the detriment of user-friendly design. In one In 2004, Laserf che rebranded itself to revive business and specif c case, this lead to the development of an intranet UI for event management that was challenging to use, especially increase brand recognition in the document management arena. in regards to data management (see Webinar Case Study). However, as the company evolved, its later redirection into the competitive enterprise content management (ECM) market required a polished, accurate representation of their philosophy evolution of: 1 2 3 and offerings through its corporate website. Industry section 3 Redesign introduced skim- Pages mable chunks to encourage To accomplish this, it would be necessary to transform what further reading, tabbed sections was then a static, online brochure into a dynamic, personalized to provide more in-depth informa- tion—including videos, diagrams, experience that completely integrated their Run Smarter® brand related reading—and links to events and other lead generating avenues and catered to site audience interests via targeted resources. supporting product research. Also required would be the development of a framework that Original pages displayed basic informa- supported the content creation process and tightly integrated 1 tion and did a good job of providing supplementary information, but usually lacked 2 Updates integrated prominent calls to action with existing backend systems to effectively manage lead- any call to action. and expanded upon related content offerings. generating elements. CASE STUDY (CONTINUED) LASERFICHE.COM