NBCUniversal tasked our team at FROM.digital to design the Universal Kids website to draw an expanded digital audience including parents and kids ages 2 to 12.
We worked closely with the client and our target audience to create an exciting, simple to use and scalable experience, refining the solution through 3 rounds of rapid testing and client feedback.
A simple yet highly-immersive experience that looks and functions like an app for the fun and comfort of our target audience. As of Feb. 2018, the site is drawing nearly 200,000 in monthly visitors and growing.launch site
NBCUniversal rebranded the Sprout Network as Universal Kids to appeal to an expanded audience of kids 2-12. Tne new Universal Kids network offers a rich diversity and quality of programming: from reality shows (e.g. Top Chef Jr) to scripted series and cartoons.
Key client goals for the website included fostering parent confidence in the brand and encouraging them to compel cable networks to add Universal Kids to their channel rosters.
I worked closely with my team, the client and user-testers to craft the digital experience from start to finish.
We refined the solution through 3 (2-week) sprints, each including IA, visual design, prototyping and gathering User and Client feedback.
To find the right brand and audience strategy, the Creative Director and I reviewed popular and highly-rated, child and entertainment focused interactive experiences (i.e., PBS Kids, Cartoon Network, etc.). We identified the following success trends:
...is the key to capturing both the parent and the child audience. Build a bond with the brand by fostering a magical collaborative parent-child journey.
The child digital audience operates on mobile devices. We are likely to connect with kids more successfully through an app-like interaction model.
The parent is the decision-maker. Provide parent-focused information (i.e., programming, cable providers, privacy, etc.) where they would expect it – but without distracting from the primary (fun-focused) user journey.
We began defining the user experience by mapping the prospective customer journey. To inform the journey map, the Creative Director and I asked 5 kids and their parents to interact with similar apps and websites and identified a broad journey pattern:
Knowing our audience prefers phone or tablet browsing, we opted for 2 responsive breakpoints, tablet+ and mobile. The UI and functionality is geared towards touch interaction, e.g., swiping.
I designed the primary pages as grids/collages for a fun, swift-interaction experience that would be easy to maintain in the client CMS.
I incorporated concrete content recommendations into the wires, highlighting the richness of the Universal Kids Channel's program offerings through a child-friendly visually-rich, minimal-text strategy.
...designed out of the way yet easily accessible where the parents expect them.
I designed the responsive content widgets to lend themselves easily to different types of content. I.e., the character browser template can seamlessly house media galleries, recipes, etc. The simple template structure takes minimal effort to populate and maintain in the client CMS.
To accurately predict our audience's reaction, we user-tested the solution at critical stages, starting wires, turned into an interactive prototype in inVision. We tested the beta version of the site populated with initial conntent close to launch.
We prioritized the validation of individual show page experience as the prospective focus of customer activity.
I designed two potential solutions. The first was a simple, single-scroll experience. The second furninshed a menu of jump-links to media galleries by category (i.d., videos, characters, etc.).
Fragment of Testing Flow Diagram
We noticed that most of our test-audience treated this experience the same as the Single-Scroll version: ignoring the jump-link icons altogether.
Curiously, kids and parents clicked on the jump-links because they liked the icons and the "back" button immediately.
Fragment of Testing Flow Diagram
In the Single-Scroll version, users found themselves on the same secondary navigation level but didn't express the same anxiety.
The parents also felt the amount of "media" content was more appropriate with this version – as opposed to too much.
Provide the simplest experience possible with fun easter eggs along the way.
We succeeded in providing the right framework for the website, which has grown and evolved since launch – as has its audience-base.
“I can't thank you enough for all that you and your team have done. This has been a tremendously positive working relationship, and I can't wait to see what we do next.”
Vice President, Digital at Universal Kids
“We cannot express our gratitude enough to the team. They are to be commended. Quite a contrast to the launch of Sprout Online.”
Director, Digital Content at Universal Kids
“This is way cool! Fun, appropriate content. - Everything we would expect from this website.”
“This is so fun for me and my kids. We're looking forward to using it a lot.”
OrderGroove asked me to redesign their Subscription Analytics Dashboard.
I worked in the dual role of UX and PM in close collaboration with internal stakeholders and key clients to identify key metrics and design an actionable, responsive experience that would allow marketing managers to quickly measure the success of their subscription programs with OrderGroove.
Mall of America selected FROM, The Digital Transformation Agency to redesign its website to expand its digital audience and live customer-base.
Our team worked closely with the client to forge an experience strategy effectively targeting business and user needs.
A rich, responsive experience, prioritizing findability with an insights-based approach to drive customers to the Mall's impressive offerings – online and on-site.launch site
With customer interest shifting away from malls, Mall of America needed to bring awareness of its tremendous entertainment, dining, and lifestyle venue offerings. We needed to capture MOA's diverse customer base (from busy parents to international tourists) with an impressive solution poised cater to their evolving needs.
I functioned in the dual role of BA: researching, formulating and validating project requirements, and UX strategist/designer: conceptualizing and designing the digital experience.
Our team worked hand-in-hand with the client to identify key priorities for the site to drive business goals for the mall.
As well as digital research, our team engaged in on-site research at the Mall Bloomington, MN), identifying customer use-cases and opportunities.
It took 3 (3-week) sprints, each updates to IA and interaction design, visual design and prototyping to refine the solution.
The visual design was executed by MOA's in-house team – to our design specifications.
With an enormity of vendors at a large-scale venue, we needed point customers to pleasurable experiences and products – and do it quickly.
Optimize features helping 1) off-site customers plan and
2) on-site customers find their way.
Highlight high-value tenants and other useful information where appropriate to entice customers.
Use site intelligence effectively to point customers to relevant vendors, deals, and events at strategic points in the user journey.
With MOA's enormous range of offerings, our featured content strategy would play a key role for winning the customer. I cross-referenced business priorities with customer feedback to generate content strategy, highlighting the Mall's most impressive offerings.
I created a content inventory and designed a simple responsive grid system to accommodate the major content types.
Giving users the content they want quickly.
Our reseach revealed mobile wayfinding as priority #1 for users visiting the site at the mall. I identified critical data users need and designed an experience to get them there in as few steps as possible.
Content personalization plays a key role in capturing visitor loyalty. I authored personalized content recommendations for each section of the site.
The homepage serves as a make or break opportunity to draw the digital customer in. I generated a content personalization strategy (including content categories and language) to draw in key customer personas.
Teach For America
As the Director of User Experience at Teach for America, I was tasked with redesigning TFANet.org to improve productivity for Teach for America teachers and staff.
I worked in the dual role of UX and PM in close collaboration with internal user stakeholders, business, and tech leads. We produced a streamlined, responsive product, which facilitated findability and task completion.
Our teachers and staff welcomed the simplified work-flows as an "anxiety-reducing relief" and "time-saver."
Teach For America
I designed a mobile app for iOS and Android to assist incoming Teach for America teachers with keeping track of their school placement logistics, notably, interviewing.