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Kristina Somolyar
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About Me
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Product Design & User Research at FinTech startup.
SAI experienced challenges gaining traction regarding validating problem-solution and problem-market fit after release of Beta. As part of a product design contract, I led a team to uncover reasons of limited traction, introduced design thinking framework to align team members, and formulated a path forward. Through leading regular design meetings and conducting over 30 user interviews, major insights were identified. I created several Figma MVP prototypes and conducted user testing over 3 Sprints to develop a product roadmap using synthesized insights.
Increasing Service Bookings Through Digital Presence.
Conducted competitive analysis and collaborated with business owner to develop a website with a service booking system making it easy for customers to schedule laundry pick up & delivery service. Interviewed local patrons to create a social media engagement strategy, designed graphics, and increased number of business reviews. Launched a responsive website and wrote SEO targeted content to educate prospective website visitors.
ClientTrendy Dry Cleaners
Timeline3 Months
SkillsPhotoshop, Google Analytics, Front-End Development, Content Writing, SEO
Elevating Physical & Digital Experience at Dessert Fox.
Created product strategy, redefined menu, improved customer experience to increase sales by 150% and customer retention by 35% backed by evidence based research. Facilitated weekly design meetings with business owner. Designed and launched a responsive website with 180% monthly visitor growth.
ClientDessert Fox
Timeline4 Months
SkillsFigma, Photoshop, Google Analytics, Front-End Development
Led team of 3 front-end developers, 3 data scientists, and 2 UX designers to create high fidelity MVP using Figma UI Design System for a mobile iOS app to improve user engagement. Prototype was tested for accessibility. Presented demo to senior WNBA executives and development team which resulted in WNBA incorporating majority of proposed features that are now part of their official app!
I worked as a Product Designer to lead a multidisciplinary software development team by coordinating front-end developers, data scientists, digital marketer, and UX designers while contributing on UX research and UI development for MVP prototype within 24 hour Hackathon. I was nominated because of previous front-end development experience, statistical background knowledge from finance that was relevant to data science, and digital marketing experience – that I became the point of contact for disciplines and managing the project.Â
Business Goals
WNBA executives have presented a business challenge :
Increase Fan Engagement:Â How might the WNBA better leverage its ecosystem (fan data, marketing & media partnerships) to make engagement with the League more accessible? Measurements were created: average watch time, churn rate, AOQ
Leverage Ecosystem: How can you imagine WNBA using what it knows about it’s fans (demographics, favorite team/player, etc.) while leveraging the marketing & media partnerships to increase fan engagement with the League?
I proposed a hybrid process between Design Thinking Framework and Google Sprint Framework supported by simple agile methodologies because of 24 hour time project limitation. Figma FigJam (Miro equivalent) was chosen as a collaboration tool. Also, during ideation Disney’s 3 Room ideation exercise was used.
This was the broad scope of design challenge presented by WNBA executives.
Increase Engagement
How might the WNBA better leverage its ecosystem to make engagement with the League more accessible?
The WNBA is the longest-running professional women’s sports league in the country with combined viewership in 2021 of 379k viewers among ESPN and CBS, 23.8 million page views on official website, and 10% growth in League Pass live game package subscribers.
WNBA Ecosystem
A network of partners that includes product managers who own WNBA Digital Portfolio, Developers for WNBA League Pass, Designers for WNBA.com website, Content Managers and Consultants
Fanbase Influencers
Changemakers, entrepreneurs, influencers and content creators who invest and inspire WNBA (Deloitte, Google, US Bank) and regional & national sport networks.
Preparation
Project Setup
I created Fig Jam (similar to Miro) for our team. For some, it was the first time using the tool so we did an ice breaker by introducing ourselves using cards and choosing a team name. I introduced the philosophy of design and set up a Kanban Agile Board with lanes and WIP limits where each sticky note corresponded to department for keeping track of deliverables and transparency. During the meeting, we discussed limitations and technical scope within the deadline.
In order for everyone on the team to have a common understanding of the problem, I suggested to 30 minutes per specialized department to do secondary research and take 10 minutes to present insights to everyone. The Fig Jam collaboration board was a visual artifact that anyone could refer to, a visual space for common understanding of the problem. To support UX research, I examined 3 competing apps and relevant Neilsen reports.
After each specialized department representative presented the research findings, I set a count down timer for everyone to go around individually to share the insights they found interesting as I marked those insights with stars. Several themes began to emerge. Furthermore, a How Might We statement was created to narrow down the addressable problem space.
Social Media Usage
Increase in engagement while consuming sports content
Crypto & Gambling
Cryptocurrency and sport related gambling growth
Digital Platforms
Increase in connectivity and growth in digital platforms
HMW improve experience of mobile WNBA app to make itengaging for Gen Zwhile increasing business value?
Empathy
Creating Persona
To prepare for stage of ideation, I led the creation of a persona based on research insights to keep the user centricity focus during design and development process. The needs, desires, and goals of this user were referenced during the formulation of the prototype and a sanity check of making design decisions – making sure there is alignment to value brought to user.
Ideation
Deciding MVP Features
After HMW statement, themes, and persona were developed, each specialized department took 20 minutes to generate solutions towards addressing the problems – the divergence phase of ideation. Afterwards, I facilitated discussion of sharing ideas and building upon them outside of departments. It was fascinating to observe how outside departments such as digital marketing had ideas for data analytics and visa versa. This cross pollination and improvement of ideas was positive. Then, during divergence phase I facilitated common critique of ideas where the best ideas were left. I then converted final solution ideas into MVP Features while keeping in mind requirements for big data analytics.
Prototyping
Low Fidelity Wireframes
Using the Minimal Viable Prototype (MVP) features, I led the development of low fidelity prototype sketches. I had to make sure to keep in mind the technical limitations and needs of data team during formulation of wireframes.
Development
Design UI System
Figma UI Design system was created as a main source of information for front-end developers. I trained the front-end developers to extract CSS code attributes from FIGMA to expedite developer handoff. As UX team worked on producing hi-fi wireframes, front-end team had real time access to reference files.
To ensure adequate contrast between UI elements, I conducted WCAG accessibility check.
Prototype
High Fidelity Prototype
High Fidelity Figma prototype was created as I coordinated with UX designers to stitch wireframes and add visual UI components using the design system. Meanwhile, front-end developers created a functioning prototype. I was the point of contact to explain interactions and design elements for front-end developers.
I coordinated the development of presentation to make sure each specialized department was represented by a speaker from front-end development, data science, and digital marketing. As a UX design lead, I was responsible for presenting the FIGMA prototype to WNBA executives. The presentation was a success because the WNBA executives were blown away by many features developed while some claimed that several features were secretly being developed – which means that our design team was on the right path! The WNBA developers were impressed by the design system used during formulation of prototype since they began to incorporate such practice in-house with front end developers.Â
Success
Features Adopted
This project was a success because many features are now integrated in official WNBA app.
WNBA Official App Wireframes (Before Proposal)
WNBA Official App Wireframes (After Proposal & Development)
The End
Key Learnings
There were several key learnings after completion of this project.
Design Process
Adjust design process to essentials, especially when facing tight timeline or budget constraints. The value of UX for developers is tangible because the UX process minimizes development of time and avoid pursuit of flawed ideas.
Capacity to Lead
I learned that having a generalized understanding of each discipline was helpful in communicating with specialized team members while making sure that we were building a product that added benefits for the user and business value.
Segmentation
Agile methods of a simple Kanban board and segmentation were effective at combatting overwhelm. The front-end development team could not believe the quantity of features that were developed in such a short period of time and felt high achievement satisfaction.
Conducted heuristic analysis of Canada’s Tim Horton’s iOS mobile app for user flow of a persona trying to redeem points. As a result, key points throughout the user journey were identified and design was created to reflect improvements that increase business value. Our team won 1st place for presenting business driven design suggestions based on analysis.
As a UX Team Lead Designer, I led a team of 2 UX Researchers to conduct comprehensive heuristics analysis to improve the mobile app experience and was involved with designing the visuals of prototype. I proposed to improve this app after a personal experience of being a user tester for marketing agency that was involved creating Tim Hortons app.Â
Business Goals
At the beginning of the project I set personal goals on top of correcting heuristic issues including :
Increase Retention: create a positive experience for users to return to the app
Increase Average Order Quantity: increase the likelihood of accumulation of points and redemption
Increase User Satisfaction: increase satisfaction of the app through corrected heuristic issuesÂ
Our team applied the heuristic evaluation to the Tim Horton’s app. We found seven heuristic issues and prioritized three that had the greatest impact on the user’s experience using efficient design solutions. Our approach was through the lens of a returning user looking to redeem their rewards.
The most impactful heuristic was Consistency & Standards on the Homepage. We discovered that the header, which states to redeem awards, left the user confused as there was no action to take. To resolve this issue, we recommend deleting the “details” button text and replacing it with a “redeem” instead. This will eliminate confusion and frustration of the user and lead them seamlessly to the next screen.
The second most impactful heuristic is Recognition and Recall on the Details page. Here, we noticed that in attempting to redeem rewards, the amount of points are missing. Our recommendation is to have the points visible on the header to avoid the frustration of recalling that information.
The third most impactful heuristic was Visibility of Systems Status also on the Details page. We found that after selecting an item to redeem, there was no next step provided, leaving the user at a dead end. To rectify this confusion and frustration, we propose a call to action button to lead the user to scan and complete their task.
Overall, our team prioritized heuristics and solutions that would provide the user with the most value and feasible design effort.
A heuristic evaluation framework developed by Norm Neilson Group was used. It’s a usability inspection method that helps to identify usability problems in the user interface design. It specifically involves evaluators examining the interface and judging its compliance with recognized usability principles.
Prepare
Evaluate
Consolidate
Plan
Prototype
How might weidentifyusability issues to create an improved design?
Research
Personal Experience
As a regular user of the Tim Hortons app, I was chosen by a user researcher from a marketing agency that did Tim Hortons app to share feedback. After visiting several in-store locations, I noticed that it was highly frustrating for retail employees to facilitate redemption of points for people and have observed frustration in body language and voice of users trying to open the app and redeem the points. There was a significant cost for business and user experience.
Research
Main Functions of App
After user testing the app among the team, Redeeming Points function was chosen because it provided most overall frustration to user. The app was rated 4.5/5 and we wanted to get it to 5/5.
Collect Points
Scanning QR code after each purchase
Redeem Points
Redeeming points after purchase and accumulation easily for food & drink items
Place Order
Ordering items to pick up
Persona
User Task Flow: Redeeming Points
As the person is standing in line trying to redeem points, considering that they are standing in line with social pressure of having people behind them who are usually in a rush – the user is feeling highly anxious going as they attempt to complete many steps trying to redeem points.
Introduction
Heuristic Analysis
A heuristic analysis discovers usability problems within a specific area and how they impact the overall customer experience.
User Journey
Heuristic Analysis
Bellow are heuristic issues that create usability issues as user is trying to complete the task of trying to redeem points. There were issues of the user at high risk of abandoning the process, as rated by the heuristic severity scale.
User Journey
Current vs Proposed Value Curve
Value curve was created to reflect the current and proposed improvements that reflect the users emotional state as the user is trying to achieve the task.
Design Matrix
Prioritizing Design Changes
Our team used design prioritization matrix using Figma Figjam to determine high value and low effort design decisions for recommendations. A Design Prioritization Matrix is a useful technique to identify which problems are the most important to work on solving first. Click bellow to explore in-depth design process.
Using design matrix, heuristic issues were addressed with an improved design. Unnecessary previous steps were reduced allowing the user to accomplish the task intuitively with minimal clicks.
Prototype
High Fidelity Prototype
A prototype using Figma was created to reflect the design decisions that reflect the persona’s task flow of trying to redeem points. Less steps and less stress for the user and more business value, a win-win situation.
There were several key learnings after completion of this project
Heuristics Matter
Having a framework, a checklist, of heuristics is a useful tool towards creating a seamless experience for the end user and eliminating usability issues.
User Testing
I highly suspect that the usability issues could have been avoided if the agency put more effort into user testing earlier thereby reducing the development cost of revised design.
Business Value
I learned how important it is to connect design decisions to business value as an antidote to creating designs that look great but don't provide measurable benefit to the business and the user.
Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.
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There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.
Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.
Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.
However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.
While short selling excels in bear markets, it typically loses money in bull markets.
So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria
Here is a winning strategy that will help you to identify overhyped toxic stocks:
Most recent Debt/Equity Ratio greater than the median industry average: High debt/equity ratio implies high leverage. High leverage indicates a huge level of repayment that the company has to make in connection with the debt amount.
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Bound - Trolola
Jone Duone Joe
Operating Officer
Web App Development
Upwork - Mar 4, 2016 - Aug 30, 2021
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Glassfisom
Nevine Dhawan
CEO Of Officer
Android App Design
Upwork - Mar 4, 2016 - Aug 30, 2021
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The Best Ways to Do Market Research For Your Business Plan.
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The Easiest Way to Become a Successful Writer and Authors.
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Nevine Acotanza
Chief Operating Officer
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