page title - recent user experience designer (UXD) / information architect (IA) projects

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All UX / IA projects (30)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Barclaycard - online directory of Barclaycard merchants for card holders (May 09 - Jun 09)

Summary
UX design of an online directory of Barclaycard merchants to provide merchants with a potentially lucrative place to promote their product, services, and offers, to a receptive audience of Barclaycard holders who would in turn have access to a wide range of offers and discounts combined with other financial incentives.

Methodology
Following a number of meetings and workshops with Barclaycard and their 3rd party technical development partner, I created clickable wireframes (using Axure) to support the 2 core user journeys as well as 2 key merchant registration journeys.

Following input from the preferred 3rd party user testing company I produced the clickable wireframes in such a way that they were ready for user testing. Considerable time and effort was taken to ensure that all likely user flows were accomodated.

Collaborated with 2 other agencies who were responsible for the visual design and database design aspects of the project.

Highlights
Used advanced Axure functionality to build in working AJAX style functionality into the prototype allowing a richer experience to be designed and tested during the user testing phase.

Deliverables
User Experience specification document including user journeys and corresponding clickable wireframes (prototype).

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has been launched.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Vodafone - promotional page for a new business phone (HTC Touch Pro 2) (Jun 09)

Summary
The UX design of a promotional landing page for a newly released business phone - the HTC Touch Pro 2. The page was designed to provide an engaging interactive experience to encourage a high level of uptake by consumers.

The page also needed to factor in strategic input from a 3rd party SEO company.

Highlights
Designed an engaging interactive demo with an emphasis on usability to help to ensure that consumers would quickly become familiar with the phone's most enticing features.

Deliverables
User Experience specification document comprised of page level and demo focused wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 120 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - 2010 FIFA World Cup sponsorship site (Jun 09)

Summary
This ground breaking site will sit within the framework of Sonyericsson.com. As a sponsor of the 2010 FIFA World Cup, Sony Ericsson are keen to provide world cup fans from around the world with a single source of World Cup related information, games, competitions, videos, applications etc (effectively bringing the World Cup to fans and allowing them to show support for their team no matter where they are in the world).

The site will continually evolve from initial launch in the summer of 2009 where it will focus on pre-qualification related content, moving on to content relating to qualification and then the draw, and culminating with features, functionality and other content to run in conjunction with the live tournament in the summer of 2010.

Highlights
Produced a range of international personas to help define the most relevant features and functionality for the core user types. Then produced documented user journeys for several personas to demonstrate the UX design thinking to the client.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 320 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - re-design of local country home page & other aspects of SE.com (April 09)

Summary
Responsible for a key element of the re-design of Sonyericsson.com - the local country home page. This page template serves as the entry point to Sonyericsson.com's regional/country sites and therefore needed to be flexible enough to accommodate the varying volumes and types of content that each local market would require.

It was important that the new local home page design presented Sony Ericsson's core product and services offering in an engaging and easy to interpret manner at the same time as reflecting the innovative and fun loving themes within the Sony Ericsson brand.

Also produced bespoke user insight documentation which was based on detailed 3rd party consumer analysis and profiling, this culminated in the production of detailed user journeys to help inform the UX design thinking, particularly in relation to the location, selection, and purchase of phones, accessories and applications.

A final aspect of this work was to input into the proposed new site map and produce the relevant site map related documentation.

Highlights
Quickly achieved a suitable UX design for this page that addresed all key business and user requirements. This work was signed off by Sony Ericsson with limited IA related amendments required.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has gone live.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - community site for mobile phone application enthusiasts (Apr 09)

Summary
The creation of a community based website (Sony Ericsson 'Playground') to bring independent mobile phone application developers and consumers together. The site facilitates interaction between the 2 groups by encouraging users to propose ideas and requirements that developers can then translate into mobile apps. Ideas and apps can be commented on and rated by the online community, and successful apps will be made available for sale on the site.

Highlights
Following an analysis of successful sites of a similar nature the creative concepts were very quickly converted into wireframed user journeys which provided a solid base for discussion and futher UX design work.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 160 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Barclays - "Saving in a recession" section for Barclaycard.co.uk (Mar 09)

Summary
The creation of a new section within Barclays.co.uk which to allow Barclays to promote a range of "recession friendly" products and services to a highly wary consumer market place.

The proposed solution included both industry expert and consumer testimonial videos and was designed in such way as to conform to Barclays' new page template layout.

Highlights
This new site section was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 145 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Barclays.co.uk/savings/savings-in-a-recession the preceeding link will re-direct you to an external website

Bupa - Wellife Health Portal (Sep 08 - Dec 08)

Summary
This complex, challenging project involved the design and build of a health portal that enables users to complete a number of health related tasks online:

Project objectives:

  • Allow customers to find out about and the conduct an online health assessment
  • Find out about full physical health assessments
  • Find out about a new state of the art Wellness centre
  • Book and pay online for full health assessments at the new Wellness centre
  • Manage certain aspects of their health online
  • Find out about and purchase relevant 3rd party health programs
  • Provide the option to complete a detailed pre-assessment questionaire online

The methodology for this project was to base the solution on documentation produced by a Business Analyst, and then ensure that both business and user needs were met whilst proposing a feasible solution taking into account the in-house and 3rd party technical platforms.

The project required much time liaising with relevant members of the project team to ensure that it was be successfully developed in time for a forthcoming advertising campaign.

Highlights
This site was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 335 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
www.bupa.co.uk/wellnessprogramme the preceeding link will re-direct you to an external website

Bupa - redesign of global web presence (Sep 08 - Dec 08)

Summary
This project involved the re-design of Bupa's .com and .co.uk websites, as well as initial design planning for several overseas sites.

Project objectives:

  • Redesign Bupa.com including it's country selector tool
  • Redesign the majority of Bupa.co.uk including the sections owned by it's core business units
  • Redesign of Bupa's Health Information Portal which is the home of Bupa's health fact sheets
  • Design the solution so that the majority of sections can be built into new CMS templates

The methodology for the redesign of Bupa.co.uk (the largest element of the project) was to conduct 3 sets of 2 workshops covering Bupas' UK Health Insurance, Care Services, and Health Information business divisions. The workshops focused on identifying and exploring business goals and objectives as well as the collaborative creation of personas and key user journeys to inform the user centred design process.

Because of the depth and complexity of Bupa's UK website, I defined a range of project 'page types' as a first step towards CMS template definition, and produced detailed section site maps proposing a specific 'page type' for every page which fell within the project's scope.

Highlights
Following workshops and detailed discussions with Bupa UK's B2B team, I proposed a fundamental shift in the structure of Bupa's UK website to seperate the B2B business unit's content from the B2C content so that the 2 business units can more easily present their web propositions in a more impactful, engaging, and user centric manner. This approach was accepted as major improvement by all Bupa stakeholders.

Deliverables
User Experience specification document including personas, user journies, detailed section site maps, CMS based 'page types', wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 225 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
Project still in development stage.

LG phones - retail portal (Jul 08 - Aug 08)

Summary
Design and development of a website to allow staff within retail outlets and call centres to learn about, answer questions on, and in some cases sell, LG's rapidly expanding range of mobile phones. This work included the design of a 3D demo and also an online phone simulator (allowing users to learn how to use complex aspects of the phone).

Highlights
I linked the phone specific FAQs section questions to the "How do I?" phone simulator section where the answers to common questions were provided by way of an interactive simulator application.

Deliverables
User Experience specification document including personas, user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 105 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

LG phones - photo sharing community site (Jul 08 - Aug 08)

Summary
Design and development of a community based website to allow LG to promote the photo taking and sharing capabilities of their phones. The essence of the site is that users upload media for display/comment/rating by the community of registered users, and each month the owners of the most popular images (the ones that make the community smile the most) are rewarded.

Highlights
2 rounds of focus groups provided useful insight and helped to fuel an increased level of creativity during the initial design phase. I provided a significant amout of the creative planning for this site.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Children's Workforce Development Council - site section redesign (Jul 08 - Aug 08)

Summary
Re-design of a section of the Children's Workforce Development Council (CWDC) website which details the Early Years Professional Status (EYPS) program. The program focuses on improving the standard of teaching and care given to children under 5 in the UK and the redesign was driven by the need to increase awareness and participation in the program.

Highlights
Implemented an idea (which originated within the creative team) which involved using videos of interviews with recent graduates of the EYPS program to introduce and explain the benefits of participation. Strategically applied the videos so that users of the website could utilise these successful students as 'buddies' in the sense that they could initiate ongoing communication with them to help them during the program discovery stage and encourage them to participate.

Deliverables
User Experience specification document including personas, user journies, site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 85 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Virgin Atlantic Airways - country selection for credit card billing (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of the credit card country selection process which is a key part of Virgin Atlantic's book and pay process. The objective was to move the standard behaviour away from a single column drop down list which represented poor usability as a result of excessive scrolling required.

I presented 3 alternative design solutions to Virgin, and then agreed to work one option through to completion following some refinement work.

Highlights
Designing a much more usable country selection method and then working with the lead developer to ensure that an accessilble solution is implemented (so that users accessing the site via non-javascript enabled browsers could also experience an improved user experience).

Deliverables
User experience specification with wireframes detailing the 3 suggested design solutions.

Samples
Credit card billing country selection solution sample download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Virgin Atlantic Airways - booking management system enhancements (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of Vigin Atlantic's internal booking management system.

The work began by absorbing the requirements specification that had been prepared by a Virgin Atlantic Business Analyst. This document detailed the system interactions that needed to be improved. The project team then met on the client site to discuss the project requirements in detail. Following this I prepared a User Experience specification document which set out a design solution. This document was then presented to the project team and the solution was agreed pending some final refinements.

Highlights
During the project several key elements of the BA's recommendations stood out to me as needing reconsideration. Following discussions with the project team my recommended approach was accepted by all parties and the solution moved forward on that basis.

Deliverables
User experience specification with wireframes detailing the design solution.

Samples
Booking management system enhancements samples download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Barclaycard - redesign of the B2C online account management (May 08 - Jun 08)

Summary
The purpose of this project was to redesign Barclaycard's comsumer facing online account management website to provide a richer more engaging user experience.

Barclaycard's Business Analysts fed into the initial design thinking with key business requirements. It was then up to us (a team of 3 UX Architects) to work on designing the structure and interfaces that formed the basis of the solution. Efforts were made to design in some cutting edge features to help move the site forward conceptually. During this process it was important to ensure that the proposed site maintained a high level of usability.

Highlights
Good solid introduction to the Agile (Scrum) project methodology. We were also lucky enough to work with a talented visual designer who (like me) is able to blend knowledge of both the UX and Visual design. This synergy had a very positive impact on the overall quality of the resulting web pages.

Deliverables
Wireframes for designated sections of the site.

Samples
Barclaycard online account management sample download adobe acrobat reader(PDF: 95 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

NHS Choices - redesign tender response (April 08)

Summary
Focused on the mapping out some of the key design solutions for inclusion in a large tender response for the redesign of the NHS Choices website.

One important aspect of this work was to analyse a range of personas and associated user journies, and use this analysis to produce a 2 page site map that would serve as a platform for the overall design.

Highlights
Great experience of blue sky, collaborative design thinking on a multi-million pound tender response.

Deliverables
Wireframes and site map.

Samples
NHS Choices tender response site map sample download adobe acrobat reader(PDF: 50 KB).

Digital design agency
For this project I was freelancing with The Team, 11 Southwark Street, London SE1 1RQ, United Kingdom.

British Army - online teaching resources for schools & colleges (Mar 08)

Summary
Design of a website to enable the British Army to provide online teaching resources to schools and colleges. The site provides password protected access to school curriculum based learning resources for teachers.

The site will include a searchable database providing access to interactive content as well as content that can be downloaded and utilised offline if required.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 90 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - intranet for Army Career Advisors (Feb 08)

Summary
Design of an intranet to help Army Career Advisors in their day to day activities. Developed using Microsoft Office Sharepoint Server 2007 (MOSS), the site provides access to a range of resources via a searchable repository split into 4 file categories (images, presentations, documents, movies). The files will mainly be used during the production of presentations and other marketing collateral.

The intranet also provides community aspects such as forums and message boards to encourage the exchange of information between career advisors.

Deliverables
User Experience specification document including user requirements, site map and wireframes.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 55 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Endemol - UGC, web 2.0 / community site for the BBC (Sep 07 - Feb 08)

Creation of a ground breaking community based website to be supported by BBC TV programming. This project is unique in that is the website that is supported by a TV show rather than the other way around.

The site is brought to life by user generated content, mainly in the form of pre-recorded video, images, blogs, and comments. The focal point of the competition is the site's home page which accommodates live video streaming, voting and rating.

Supported the project from initial concept through to launch including a period working closely with client side developers to help implement a customised version of the 3rd party web 2.0 platform. I was also involved (along with the rest of the design team) in an intensive pre-launch testing phase.

Highlights
A key challenge for this project was to optimise the overall user experience of the site so that a sufficiently large community of members could be attracted and registered in order to sustain the show (i.e. voting/rating/user generating content etc) which had a lifespan of only 8 weeks. This was achieved with over 10,000 members registered during this short time period from a standing start.

Single handedly set up, moderated, managed and filmed on-site usability testing including the design and production of a clickable proto-type, creation of user tasks and moderators guide, and implementation of resulting design updates.

Wireframing included many complex features and functionality such as a range of video players, a voting module, a rating module, a profile page, and an account management section. The variety of interface and interaction design work required served as a platform from which to extend my UX design skills within these areas.

Deliverables
User Experience specification document including personas, site maps, and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Financial Services Authority (FSA) - redesign of online calculator tools (Aug 07 - Sep 07)

Summary
Redesign of online mortgage, budget and loan calculator tools for a consumer facing FSA website.

The main driver for the project was to re-design these tools so that they could be syndicated to other websites and so I redesigned them to render at a fixed dimension, separate from the design structure of their host site. Usability/interaction enhancements were made to the tools where possible.

Deliverables
A wireframe for each of the 3 calculator tools.

Samples
Sample wireframe download adobe acrobat reader(PDF: 125 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - file sharing extranet (Aug 07 - Sep 08)

Summary
This project involved the design of an extranet for the British Army. The application is built using a customised implementation of Microsoft Office Sharepoint Server (MOSS) 2007 to allow the Army and some of it's marketing service providers to share files and participate in an online document workflow during the production of campaign materials.

Deliverables
User Experience specification document including site map and wireframes.

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

New Look Retailers Ltd - Autumn 2007 campaign website (Aug 07 - Sep 07)

Summary
Design of the Autumn 07 campaign website for New Look. This was a Flash based site that included a complex clothes selection 'look book' application that would allow the user to combine New Look clothes to create the ideal outfit online and then enter it into a competition.

Highlights
Creation of a usable interface for the 'look book' by splitting the page into 3 independently functioning slices.

Deliverables
User Experience specification document including site maps and wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 50 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Ford Motor Company - redesign of web 2.0 / community site (Jul 07)

Summary
This project involved the redesign of a community based website for Ford Motor Company Ltd.

The site includes UGC content particularly in the form of online discussions hosted by well known football personalities, as well as videos, surveys, and competitions etc.

Deliverables
Delivered a user experience specification document which includes site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.feelfootball.com the preceeding link will re-direct you to an external website

Samsung - redesign of European B2B website (Jun 07 - Jul 08)

Summary
Redesign of a European B2B website for Samsung Electronics Co Ltd. The site is one of the main tools used to promote Samsung's range of business products to it's 4 key European markets.

The focus of the redesign was to enhanced site's usability overall including it's navigation structure.

Deliverables
User Experience specification document including site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 35 KB).

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.samsung-europe.com the preceeding link will re-direct you to an external website

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Fidelity - usability & accessibility enhancements to UK B2C site (Dec 05 - May 06)

Summary
The purpose of this project was to implement usability and accessibility enhancements to Fidelity International's consumer facing websites based on a detailed report compiled after an in-depth analysis of the existing sites.

My task was to implement recommendations specified in the report that would have the highest impact and that could be applied to 500+ pages within a time frame of 6 months.

Responsibilities and tasks

  • Prioritise and implement usability and accessibility recommendations that could have most impact
  • Work closely with the content team to ensure that the changes made fitted in with department's long term strategy
  • Work with Fidelity International's content management system (CMS) - Teamsite - and ensure that any proposed changes would bring the pages more closely into line with the standard templates
  • Add relevant content into search engine related fields (title, keywords, description tags)
  • Request that the technical development team make enhancements to the templates to ensure that the search engine fields were made compulsory for content editors
  • Request changes to the CMS templates to ensure content editors produced more accessible and usable pages
  • Unravel or remove non-standard or badly written code
  • Re-write page copy to make it more readable for a web audience
  • Redesign section starting pages to enhance usability/clickability
  • Rework complex nested tables to improve usability
  • Remove or consolidate excessive content
  • Ensure alt text equivalent for images was applied correctly
  • Apply new CSS styles to enhance the readability of ordered and unordered lists throughout the site
  • Ensure navigation and heading labeling was meaningful and applied in a consistent manner
  • Redesign key sales focused pages following input from the Director of User Experience
  • Replace image based page titles with text where possible
  • Improve spacing on the pages to ensure that the design principle of 'proximity' was applied, therefore making the pages easier to interpret
  • Request that 3rd party content was updated to fit it with new usability and accessibility standards
  • Apply a standard approach for the treatment of PDFs
  • Ensure consistent design standards were applied throughout the sites

Project result

This project greatly improved the usability and accessibility aspects of Fidelity's UK web presence. The pages have become far easier to maintain and the volume of copy is more suitable and correctly spaced.

There is good consistency of design and layout throughout the websites which will greatly help users interact with the site as well as making content creation much more straight forward.

Please note that the home pages of the two streams were not included in the project.

Live site URL
Fidelity International's web site for the direct investor without a Financial Adviser the preceeding link will re-direct you to an external website

Fidelity International's web site for the direct investor with a Financial Adviser the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Share a Smile - redesign of specialist dental centre (Nov 06 - Jan 07)

Project summary
Share a Smile is a specialist dental centre offering 3 core specialist treatment types - periodontics, prosthodontics and orthodontics. The practice provides treatment to patients referred by their general dentist as well as others who may contact them directly.

The site was generating few customer enquiries, quite simply, it wasn't functioning well as a marketing tool. I was tasked with redesigning the site in such a way that it would become a major asset in terms of patient acquisition, and would also help to increase general awareness of the practice and the wide range of specialist treatments available.

Key problem areas identified
I carried out a thorough analysis of the site and identified the following core problem areas:

  1. Service proposition - the website effectively split the services offered into 2 separate domains, one domain for orthodontic services (the treatment of crooked teeth) and one for the 2 other specialist areas. This resulted in a confusing identity being portrayed and didn't capitalise on the appeal of providing all 3 services under one roof.
  2. Site structure - the information architecture of the site made it difficult for users to find the information they needed and also resulted in a large amount of useful information rarely being accessed.
  3. Site terminology - the terminology used in parts of the site was not easy to understand by visitors who were new to the three specialist areas described. So for example instead of talking about 'orthodontic services', we clearly needed to use more commonly known terminology such as 'braces'.
  4. Usability - the general usability of the page level designs were generally weak making the process of a user finding their way around and interacting with the site more difficult.
  5. Search engine optimisation - the site was not optimised for the search engines which resulted in little patient traffic being generated.

Project methodology
First of all I identified keyword phrases that users might use when searching for, or discussing each service type, and then tested these phrases to find out which ones were the most popular.

I discussed the results with Share a Smile and with their input decided on 5 treatment categories centred around preferred user terminology. I was then able to plan out a robust information architecture for the site. This ensured that the site's navigation and structure was highly user centric.

I got agreement from the dental specialists to present all 3 treatment disciplines within one website domain and set about building the key sections of the site with a suitable information hierarchy and clear visual design which incorporated Share a Smile's existing logo, colors and other elements of their corporate ID.

Search engine optimisation techniques were applied throughout the design and build stage which were well informed by the keyword search phrase analysis carried out at the start of the project.

Results
The redesigned Share a Smile website offers a high level of usability, allowing users to easily select and find out about a range of specialised treatment types with relative ease.

The visual design carries Share a Smiles' existing branding collateral well and the imagery on the home page makes it immediately clear that the centre caters for all age ranges.

The site is now performing well in terms of search engine rankings, which combined with a high level of usability, is resulting in a 4 fold increase in new patient acquisition.

Site URL
www.shareasmile.co.uk the preceeding link will re-direct you to an external website

Banking, finance, investment (8)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Barclaycard - online directory of Barclaycard merchants for card holders (May 09 - Jun 09)

Summary
UX design of an online directory of Barclaycard merchants to provide merchants with a potentially lucrative place to promote their product, services, and offers, to a receptive audience of Barclaycard holders who would in turn have access to a wide range of offers and discounts combined with other financial incentives.

Methodology
Following a number of meetings and workshops with Barclaycard and their 3rd party technical development partner, I created clickable wireframes (using Axure) to support the 2 core user journeys as well as 2 key merchant registration journeys.

Following input from the preferred 3rd party user testing company I produced the clickable wireframes in such a way that they were ready for user testing. Considerable time and effort was taken to ensure that all likely user flows were accomodated.

Collaborated with 2 other agencies who were responsible for the visual design and database design aspects of the project.

Highlights
Used advanced Axure functionality to build in working AJAX style functionality into the prototype allowing a richer experience to be designed and tested during the user testing phase.

Deliverables
User Experience specification document including user journeys and corresponding clickable wireframes (prototype).

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has been launched.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Barclays - "Saving in a recession" section for Barclaycard.co.uk (Mar 09)

Summary
The creation of a new section within Barclays.co.uk which to allow Barclays to promote a range of "recession friendly" products and services to a highly wary consumer market place.

The proposed solution included both industry expert and consumer testimonial videos and was designed in such way as to conform to Barclays' new page template layout.

Highlights
This new site section was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 145 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Barclays.co.uk/savings/savings-in-a-recession the preceeding link will re-direct you to an external website

Barclaycard - redesign of the B2C online account management (May 08 - Jun 08)

Summary
The purpose of this project was to redesign Barclaycard's comsumer facing online account management website to provide a richer more engaging user experience.

Barclaycard's Business Analysts fed into the initial design thinking with key business requirements. It was then up to us (a team of 3 UX Architects) to work on designing the structure and interfaces that formed the basis of the solution. Efforts were made to design in some cutting edge features to help move the site forward conceptually. During this process it was important to ensure that the proposed site maintained a high level of usability.

Highlights
Good solid introduction to the Agile (Scrum) project methodology. We were also lucky enough to work with a talented visual designer who (like me) is able to blend knowledge of both the UX and Visual design. This synergy had a very positive impact on the overall quality of the resulting web pages.

Deliverables
Wireframes for designated sections of the site.

Samples
Barclaycard online account management sample download adobe acrobat reader(PDF: 95 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Financial Services Authority (FSA) - redesign of online calculator tools (Aug 07 - Sep 07)

Summary
Redesign of online mortgage, budget and loan calculator tools for a consumer facing FSA website.

The main driver for the project was to re-design these tools so that they could be syndicated to other websites and so I redesigned them to render at a fixed dimension, separate from the design structure of their host site. Usability/interaction enhancements were made to the tools where possible.

Deliverables
A wireframe for each of the 3 calculator tools.

Samples
Sample wireframe download adobe acrobat reader(PDF: 125 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Fidelity - usability & accessibility enhancements to UK B2C site (Dec 05 - May 06)

Summary
The purpose of this project was to implement usability and accessibility enhancements to Fidelity International's consumer facing websites based on a detailed report compiled after an in-depth analysis of the existing sites.

My task was to implement recommendations specified in the report that would have the highest impact and that could be applied to 500+ pages within a time frame of 6 months.

Responsibilities and tasks

  • Prioritise and implement usability and accessibility recommendations that could have most impact
  • Work closely with the content team to ensure that the changes made fitted in with department's long term strategy
  • Work with Fidelity International's content management system (CMS) - Teamsite - and ensure that any proposed changes would bring the pages more closely into line with the standard templates
  • Add relevant content into search engine related fields (title, keywords, description tags)
  • Request that the technical development team make enhancements to the templates to ensure that the search engine fields were made compulsory for content editors
  • Request changes to the CMS templates to ensure content editors produced more accessible and usable pages
  • Unravel or remove non-standard or badly written code
  • Re-write page copy to make it more readable for a web audience
  • Redesign section starting pages to enhance usability/clickability
  • Rework complex nested tables to improve usability
  • Remove or consolidate excessive content
  • Ensure alt text equivalent for images was applied correctly
  • Apply new CSS styles to enhance the readability of ordered and unordered lists throughout the site
  • Ensure navigation and heading labeling was meaningful and applied in a consistent manner
  • Redesign key sales focused pages following input from the Director of User Experience
  • Replace image based page titles with text where possible
  • Improve spacing on the pages to ensure that the design principle of 'proximity' was applied, therefore making the pages easier to interpret
  • Request that 3rd party content was updated to fit it with new usability and accessibility standards
  • Apply a standard approach for the treatment of PDFs
  • Ensure consistent design standards were applied throughout the sites

Project result

This project greatly improved the usability and accessibility aspects of Fidelity's UK web presence. The pages have become far easier to maintain and the volume of copy is more suitable and correctly spaced.

There is good consistency of design and layout throughout the websites which will greatly help users interact with the site as well as making content creation much more straight forward.

Please note that the home pages of the two streams were not included in the project.

Live site URL
Fidelity International's web site for the direct investor without a Financial Adviser the preceeding link will re-direct you to an external website

Fidelity International's web site for the direct investor with a Financial Adviser the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Content management system (CMS) (4)

Bupa - redesign of global web presence (Sep 08 - Dec 08)

Summary
This project involved the re-design of Bupa's .com and .co.uk websites, as well as initial design planning for several overseas sites.

Project objectives:

  • Redesign Bupa.com including it's country selector tool
  • Redesign the majority of Bupa.co.uk including the sections owned by it's core business units
  • Redesign of Bupa's Health Information Portal which is the home of Bupa's health fact sheets
  • Design the solution so that the majority of sections can be built into new CMS templates

The methodology for the redesign of Bupa.co.uk (the largest element of the project) was to conduct 3 sets of 2 workshops covering Bupas' UK Health Insurance, Care Services, and Health Information business divisions. The workshops focused on identifying and exploring business goals and objectives as well as the collaborative creation of personas and key user journeys to inform the user centred design process.

Because of the depth and complexity of Bupa's UK website, I defined a range of project 'page types' as a first step towards CMS template definition, and produced detailed section site maps proposing a specific 'page type' for every page which fell within the project's scope.

Highlights
Following workshops and detailed discussions with Bupa UK's B2B team, I proposed a fundamental shift in the structure of Bupa's UK website to seperate the B2B business unit's content from the B2C content so that the 2 business units can more easily present their web propositions in a more impactful, engaging, and user centric manner. This approach was accepted as major improvement by all Bupa stakeholders.

Deliverables
User Experience specification document including personas, user journies, detailed section site maps, CMS based 'page types', wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 225 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
Project still in development stage.

Endemol - UGC, web 2.0 / community site for the BBC (Sep 07 - Feb 08)

Creation of a ground breaking community based website to be supported by BBC TV programming. This project is unique in that is the website that is supported by a TV show rather than the other way around.

The site is brought to life by user generated content, mainly in the form of pre-recorded video, images, blogs, and comments. The focal point of the competition is the site's home page which accommodates live video streaming, voting and rating.

Supported the project from initial concept through to launch including a period working closely with client side developers to help implement a customised version of the 3rd party web 2.0 platform. I was also involved (along with the rest of the design team) in an intensive pre-launch testing phase.

Highlights
A key challenge for this project was to optimise the overall user experience of the site so that a sufficiently large community of members could be attracted and registered in order to sustain the show (i.e. voting/rating/user generating content etc) which had a lifespan of only 8 weeks. This was achieved with over 10,000 members registered during this short time period from a standing start.

Single handedly set up, moderated, managed and filmed on-site usability testing including the design and production of a clickable proto-type, creation of user tasks and moderators guide, and implementation of resulting design updates.

Wireframing included many complex features and functionality such as a range of video players, a voting module, a rating module, a profile page, and an account management section. The variety of interface and interaction design work required served as a platform from which to extend my UX design skills within these areas.

Deliverables
User Experience specification document including personas, site maps, and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Fidelity - usability & accessibility enhancements to UK B2C site (Dec 05 - May 06)

Summary
The purpose of this project was to implement usability and accessibility enhancements to Fidelity International's consumer facing websites based on a detailed report compiled after an in-depth analysis of the existing sites.

My task was to implement recommendations specified in the report that would have the highest impact and that could be applied to 500+ pages within a time frame of 6 months.

Responsibilities and tasks

  • Prioritise and implement usability and accessibility recommendations that could have most impact
  • Work closely with the content team to ensure that the changes made fitted in with department's long term strategy
  • Work with Fidelity International's content management system (CMS) - Teamsite - and ensure that any proposed changes would bring the pages more closely into line with the standard templates
  • Add relevant content into search engine related fields (title, keywords, description tags)
  • Request that the technical development team make enhancements to the templates to ensure that the search engine fields were made compulsory for content editors
  • Request changes to the CMS templates to ensure content editors produced more accessible and usable pages
  • Unravel or remove non-standard or badly written code
  • Re-write page copy to make it more readable for a web audience
  • Redesign section starting pages to enhance usability/clickability
  • Rework complex nested tables to improve usability
  • Remove or consolidate excessive content
  • Ensure alt text equivalent for images was applied correctly
  • Apply new CSS styles to enhance the readability of ordered and unordered lists throughout the site
  • Ensure navigation and heading labeling was meaningful and applied in a consistent manner
  • Redesign key sales focused pages following input from the Director of User Experience
  • Replace image based page titles with text where possible
  • Improve spacing on the pages to ensure that the design principle of 'proximity' was applied, therefore making the pages easier to interpret
  • Request that 3rd party content was updated to fit it with new usability and accessibility standards
  • Apply a standard approach for the treatment of PDFs
  • Ensure consistent design standards were applied throughout the sites

Project result

This project greatly improved the usability and accessibility aspects of Fidelity's UK web presence. The pages have become far easier to maintain and the volume of copy is more suitable and correctly spaced.

There is good consistency of design and layout throughout the websites which will greatly help users interact with the site as well as making content creation much more straight forward.

Please note that the home pages of the two streams were not included in the project.

Live site URL
Fidelity International's web site for the direct investor without a Financial Adviser the preceeding link will re-direct you to an external website

Fidelity International's web site for the direct investor with a Financial Adviser the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

E-commerce (8)

Barclaycard - online directory of Barclaycard merchants for card holders (May 09 - Jun 09)

Summary
UX design of an online directory of Barclaycard merchants to provide merchants with a potentially lucrative place to promote their product, services, and offers, to a receptive audience of Barclaycard holders who would in turn have access to a wide range of offers and discounts combined with other financial incentives.

Methodology
Following a number of meetings and workshops with Barclaycard and their 3rd party technical development partner, I created clickable wireframes (using Axure) to support the 2 core user journeys as well as 2 key merchant registration journeys.

Following input from the preferred 3rd party user testing company I produced the clickable wireframes in such a way that they were ready for user testing. Considerable time and effort was taken to ensure that all likely user flows were accomodated.

Collaborated with 2 other agencies who were responsible for the visual design and database design aspects of the project.

Highlights
Used advanced Axure functionality to build in working AJAX style functionality into the prototype allowing a richer experience to be designed and tested during the user testing phase.

Deliverables
User Experience specification document including user journeys and corresponding clickable wireframes (prototype).

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has been launched.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - re-design of local country home page & other aspects of SE.com (April 09)

Summary
Responsible for a key element of the re-design of Sonyericsson.com - the local country home page. This page template serves as the entry point to Sonyericsson.com's regional/country sites and therefore needed to be flexible enough to accommodate the varying volumes and types of content that each local market would require.

It was important that the new local home page design presented Sony Ericsson's core product and services offering in an engaging and easy to interpret manner at the same time as reflecting the innovative and fun loving themes within the Sony Ericsson brand.

Also produced bespoke user insight documentation which was based on detailed 3rd party consumer analysis and profiling, this culminated in the production of detailed user journeys to help inform the UX design thinking, particularly in relation to the location, selection, and purchase of phones, accessories and applications.

A final aspect of this work was to input into the proposed new site map and produce the relevant site map related documentation.

Highlights
Quickly achieved a suitable UX design for this page that addresed all key business and user requirements. This work was signed off by Sony Ericsson with limited IA related amendments required.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has gone live.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Barclays - "Saving in a recession" section for Barclaycard.co.uk (Mar 09)

Summary
The creation of a new section within Barclays.co.uk which to allow Barclays to promote a range of "recession friendly" products and services to a highly wary consumer market place.

The proposed solution included both industry expert and consumer testimonial videos and was designed in such way as to conform to Barclays' new page template layout.

Highlights
This new site section was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 145 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Barclays.co.uk/savings/savings-in-a-recession the preceeding link will re-direct you to an external website

Virgin Atlantic Airways - country selection for credit card billing (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of the credit card country selection process which is a key part of Virgin Atlantic's book and pay process. The objective was to move the standard behaviour away from a single column drop down list which represented poor usability as a result of excessive scrolling required.

I presented 3 alternative design solutions to Virgin, and then agreed to work one option through to completion following some refinement work.

Highlights
Designing a much more usable country selection method and then working with the lead developer to ensure that an accessilble solution is implemented (so that users accessing the site via non-javascript enabled browsers could also experience an improved user experience).

Deliverables
User experience specification with wireframes detailing the 3 suggested design solutions.

Samples
Credit card billing country selection solution sample download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

City Survive - design of e-commerce website (2005)

Summary
Responsible for all aspects of the design, development and search engine optimisation of this e-commerce website providing personal protective equipment to both private and public sector organisations as well as individual consumers. This site has facilitated online transactions with customers based in Europe, North America, South East Asia, Australia, and New Zealand.

Live site URL
Citysurvive.com. the preceeding link will re-direct you to an external website

Electronics (1)

Samsung - redesign of European B2B website (Jun 07 - Jul 08)

Summary
Redesign of a European B2B website for Samsung Electronics Co Ltd. The site is one of the main tools used to promote Samsung's range of business products to it's 4 key European markets.

The focus of the redesign was to enhanced site's usability overall including it's navigation structure.

Deliverables
User Experience specification document including site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 35 KB).

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.samsung-europe.com the preceeding link will re-direct you to an external website

Health care (4)

Bupa - Wellife Health Portal (Sep 08 - Dec 08)

Summary
This complex, challenging project involved the design and build of a health portal that enables users to complete a number of health related tasks online:

Project objectives:

  • Allow customers to find out about and the conduct an online health assessment
  • Find out about full physical health assessments
  • Find out about a new state of the art Wellness centre
  • Book and pay online for full health assessments at the new Wellness centre
  • Manage certain aspects of their health online
  • Find out about and purchase relevant 3rd party health programs
  • Provide the option to complete a detailed pre-assessment questionaire online

The methodology for this project was to base the solution on documentation produced by a Business Analyst, and then ensure that both business and user needs were met whilst proposing a feasible solution taking into account the in-house and 3rd party technical platforms.

The project required much time liaising with relevant members of the project team to ensure that it was be successfully developed in time for a forthcoming advertising campaign.

Highlights
This site was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 335 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
www.bupa.co.uk/wellnessprogramme the preceeding link will re-direct you to an external website

Bupa - redesign of global web presence (Sep 08 - Dec 08)

Summary
This project involved the re-design of Bupa's .com and .co.uk websites, as well as initial design planning for several overseas sites.

Project objectives:

  • Redesign Bupa.com including it's country selector tool
  • Redesign the majority of Bupa.co.uk including the sections owned by it's core business units
  • Redesign of Bupa's Health Information Portal which is the home of Bupa's health fact sheets
  • Design the solution so that the majority of sections can be built into new CMS templates

The methodology for the redesign of Bupa.co.uk (the largest element of the project) was to conduct 3 sets of 2 workshops covering Bupas' UK Health Insurance, Care Services, and Health Information business divisions. The workshops focused on identifying and exploring business goals and objectives as well as the collaborative creation of personas and key user journeys to inform the user centred design process.

Because of the depth and complexity of Bupa's UK website, I defined a range of project 'page types' as a first step towards CMS template definition, and produced detailed section site maps proposing a specific 'page type' for every page which fell within the project's scope.

Highlights
Following workshops and detailed discussions with Bupa UK's B2B team, I proposed a fundamental shift in the structure of Bupa's UK website to seperate the B2B business unit's content from the B2C content so that the 2 business units can more easily present their web propositions in a more impactful, engaging, and user centric manner. This approach was accepted as major improvement by all Bupa stakeholders.

Deliverables
User Experience specification document including personas, user journies, detailed section site maps, CMS based 'page types', wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 225 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
Project still in development stage.

NHS Choices - redesign tender response (April 08)

Summary
Focused on the mapping out some of the key design solutions for inclusion in a large tender response for the redesign of the NHS Choices website.

One important aspect of this work was to analyse a range of personas and associated user journies, and use this analysis to produce a 2 page site map that would serve as a platform for the overall design.

Highlights
Great experience of blue sky, collaborative design thinking on a multi-million pound tender response.

Deliverables
Wireframes and site map.

Samples
NHS Choices tender response site map sample download adobe acrobat reader(PDF: 50 KB).

Digital design agency
For this project I was freelancing with The Team, 11 Southwark Street, London SE1 1RQ, United Kingdom.

Share a Smile - redesign of specialist dental centre (Nov 06 - Jan 07)

Project summary
Share a Smile is a specialist dental centre offering 3 core specialist treatment types - periodontics, prosthodontics and orthodontics. The practice provides treatment to patients referred by their general dentist as well as others who may contact them directly.

The site was generating few customer enquiries, quite simply, it wasn't functioning well as a marketing tool. I was tasked with redesigning the site in such a way that it would become a major asset in terms of patient acquisition, and would also help to increase general awareness of the practice and the wide range of specialist treatments available.

Key problem areas identified
I carried out a thorough analysis of the site and identified the following core problem areas:

  1. Service proposition - the website effectively split the services offered into 2 separate domains, one domain for orthodontic services (the treatment of crooked teeth) and one for the 2 other specialist areas. This resulted in a confusing identity being portrayed and didn't capitalise on the appeal of providing all 3 services under one roof.
  2. Site structure - the information architecture of the site made it difficult for users to find the information they needed and also resulted in a large amount of useful information rarely being accessed.
  3. Site terminology - the terminology used in parts of the site was not easy to understand by visitors who were new to the three specialist areas described.
  4. Usability - the general usability of the page level designs were generally weak making the process of a user finding their way around and interacting with the site more difficult.
  5. Search engine optimisation - the site was not optimised for the search engines which resulted in little patient traffic being generated.

Project methodology
First of all I identified keyword phrases that users might use when searching for, or discussing each service type, and then tested these phrases to find out which ones were the most popular.

I discussed the results with Share a Smile and with their input decided on 5 treatment categories centred around preferred user terminology. I was then able to plan out a robust information architecture for the site. This ensured that the site's navigation and structure was highly user centric.

I got agreement from the dental specialists to present all 3 treatment disciplines within one website domain and set about building the key sections of the site with a suitable information hierarchy and clear visual design which incorporated Share a Smile's existing logo, colors and other elements of their corporate ID.

Search engine optimisation techniques were applied throughout the design and build stage which were well informed by the keyword search phrase analysis carried out at the start of the project.

Results
The redesigned Share a Smile website offers a high level of usability, allowing users to easily select and find out about a range of specialised treatment types with relative ease.

The visual design carries Share a Smiles' existing branding collateral well and the imagery on the home page makes it immediately clear that the centre caters for all age ranges.

The site is now performing well in terms of search engine rankings, which combined with a high level of usability, is resulting in a 4 fold increase in new patient acquisition.

Site URL
www.shareasmile.co.uk the preceeding link will re-direct you to an external website

Internal applications (2)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Virgin Atlantic Airways - booking management system enhancements (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of Vigin Atlantic's internal booking management system.

The work began by absorbing the requirements specification that had been prepared by a Virgin Atlantic Business Analyst. This document detailed the system interactions that needed to be improved. The project team then met on the client site to discuss the project requirements in detail. Following this I prepared a User Experience specification document which set out a design solution. This document was then presented to the project team and the solution was agreed pending some final refinements.

Highlights
During the project several key elements of the BA's recommendations stood out to me as needing reconsideration. Following discussions with the project team my recommended approach was accepted by all parties and the solution moved forward on that basis.

Deliverables
User experience specification with wireframes detailing the design solution.

Samples
Booking management system enhancements samples download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

International (8)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Sony Ericsson - 2010 FIFA World Cup sponsorship site (Jun 09)

Summary
This ground breaking site will sit within the framework of Sonyericsson.com. As a sponsor of the 2010 FIFA World Cup, Sony Ericsson are keen to provide world cup fans from around the world with a single source of World Cup related information, games, competitions, videos, applications etc (effectively bringing the World Cup to fans and allowing them to show support for their team no matter where they are in the world).

The site will continually evolve from initial launch in the summer of 2009 where it will focus on pre-qualification related content, moving on to content relating to qualification and then the draw, and culminating with features, functionality and other content to run in conjunction with the live tournament in the summer of 2010.

Highlights
Produced a range of international personas to help define the most relevant features and functionality for the core user types. Then produced documented user journeys for several personas to demonstrate the UX design thinking to the client.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 320 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - re-design of local country home page & other aspects of SE.com (April 09)

Summary
Responsible for a key element of the re-design of Sonyericsson.com - the local country home page. This page template serves as the entry point to Sonyericsson.com's regional/country sites and therefore needed to be flexible enough to accommodate the varying volumes and types of content that each local market would require.

It was important that the new local home page design presented Sony Ericsson's core product and services offering in an engaging and easy to interpret manner at the same time as reflecting the innovative and fun loving themes within the Sony Ericsson brand.

Also produced bespoke user insight documentation which was based on detailed 3rd party consumer analysis and profiling, this culminated in the production of detailed user journeys to help inform the UX design thinking, particularly in relation to the location, selection, and purchase of phones, accessories and applications.

A final aspect of this work was to input into the proposed new site map and produce the relevant site map related documentation.

Highlights
Quickly achieved a suitable UX design for this page that addresed all key business and user requirements. This work was signed off by Sony Ericsson with limited IA related amendments required.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has gone live.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Bupa - redesign of global web presence (Sep 08 - Dec 08)

Summary
This project involved the re-design of Bupa's .com and .co.uk websites, as well as initial design planning for several overseas sites.

Project objectives:

  • Redesign Bupa.com including it's country selector tool
  • Redesign the majority of Bupa.co.uk including the sections owned by it's core business units
  • Redesign of Bupa's Health Information Portal which is the home of Bupa's health fact sheets
  • Design the solution so that the majority of sections can be built into new CMS templates

The methodology for the redesign of Bupa.co.uk (the largest element of the project) was to conduct 3 sets of 2 workshops covering Bupas' UK Health Insurance, Care Services, and Health Information business divisions. The workshops focused on identifying and exploring business goals and objectives as well as the collaborative creation of personas and key user journeys to inform the user centred design process.

Because of the depth and complexity of Bupa's UK website, I defined a range of project 'page types' as a first step towards CMS template definition, and produced detailed section site maps proposing a specific 'page type' for every page which fell within the project's scope.

Highlights
Following workshops and detailed discussions with Bupa UK's B2B team, I proposed a fundamental shift in the structure of Bupa's UK website to seperate the B2B business unit's content from the B2C content so that the 2 business units can more easily present their web propositions in a more impactful, engaging, and user centric manner. This approach was accepted as major improvement by all Bupa stakeholders.

Deliverables
User Experience specification document including personas, user journies, detailed section site maps, CMS based 'page types', wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 225 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
Project still in development stage.

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Virgin Atlantic Airways - country selection for credit card billing (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of the credit card country selection process which is a key part of Virgin Atlantic's book and pay process. The objective was to move the standard behaviour away from a single column drop down list which represented poor usability as a result of excessive scrolling required.

I presented 3 alternative design solutions to Virgin, and then agreed to work one option through to completion following some refinement work.

Highlights
Designing a much more usable country selection method and then working with the lead developer to ensure that an accessilble solution is implemented (so that users accessing the site via non-javascript enabled browsers could also experience an improved user experience).

Deliverables
User experience specification with wireframes detailing the 3 suggested design solutions.

Samples
Credit card billing country selection solution sample download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Samsung - redesign of European B2B website (Jun 07 - Jul 08)

Summary
Redesign of a European B2B website for Samsung Electronics Co Ltd. The site is one of the main tools used to promote Samsung's range of business products to it's 4 key European markets.

The focus of the redesign was to enhanced site's usability overall including it's navigation structure.

Deliverables
User Experience specification document including site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 35 KB).

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.samsung-europe.com the preceeding link will re-direct you to an external website

Intranet/extranet (4)

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

British Army - online teaching resources for schools & colleges (Mar 08)

Summary
Design of a website to enable the British Army to provide online teaching resources to schools and colleges. The site provides password protected access to school curriculum based learning resources for teachers.

The site will include a searchable database providing access to interactive content as well as content that can be downloaded and utilised offline if required.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 90 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - intranet for Army Career Advisors (Feb 08)

Summary
Design of an intranet to help Army Career Advisors in their day to day activities. Developed using Microsoft Office Sharepoint Server 2007 (MOSS), the site provides access to a range of resources via a searchable repository split into 4 file categories (images, presentations, documents, movies). The files will mainly be used during the production of presentations and other marketing collateral.

The intranet also provides community aspects such as forums and message boards to encourage the exchange of information between career advisors.

Deliverables
User Experience specification document including user requirements, site map and wireframes.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 55 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - file sharing extranet (Aug 07 - Sep 08)

Summary
This project involved the design of an extranet for the British Army. The application is built using a customised implementation of Microsoft Office Sharepoint Server (MOSS) 2007 to allow the Army and some of it's marketing service providers to share files and participate in an online document workflow during the production of campaign materials.

Deliverables
User Experience specification document including site map and wireframes.

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Mobile phones (6)

Vodafone - promotional page for a new business phone (HTC Touch Pro 2) (Jun 09)

Summary
The UX design of a promotional landing page for a newly released business phone - the HTC Touch Pro 2. The page was designed to provide an engaging interactive experience to encourage a high level of uptake by consumers.

The page also needed to factor in strategic input from a 3rd party SEO company.

Highlights
Designed an engaging interactive demo with an emphasis on usability to help to ensure that consumers would quickly become familiar with the phone's most enticing features.

Deliverables
User Experience specification document comprised of page level and demo focused wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 120 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - 2010 FIFA World Cup sponsorship site (Jun 09)

Summary
This ground breaking site will sit within the framework of Sonyericsson.com. As a sponsor of the 2010 FIFA World Cup, Sony Ericsson are keen to provide world cup fans from around the world with a single source of World Cup related information, games, competitions, videos, applications etc (effectively bringing the World Cup to fans and allowing them to show support for their team no matter where they are in the world).

The site will continually evolve from initial launch in the summer of 2009 where it will focus on pre-qualification related content, moving on to content relating to qualification and then the draw, and culminating with features, functionality and other content to run in conjunction with the live tournament in the summer of 2010.

Highlights
Produced a range of international personas to help define the most relevant features and functionality for the core user types. Then produced documented user journeys for several personas to demonstrate the UX design thinking to the client.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 320 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - re-design of local country home page & other aspects of SE.com (April 09)

Summary
Responsible for a key element of the re-design of Sonyericsson.com - the local country home page. This page template serves as the entry point to Sonyericsson.com's regional/country sites and therefore needed to be flexible enough to accommodate the varying volumes and types of content that each local market would require.

It was important that the new local home page design presented Sony Ericsson's core product and services offering in an engaging and easy to interpret manner at the same time as reflecting the innovative and fun loving themes within the Sony Ericsson brand.

Also produced bespoke user insight documentation which was based on detailed 3rd party consumer analysis and profiling, this culminated in the production of detailed user journeys to help inform the UX design thinking, particularly in relation to the location, selection, and purchase of phones, accessories and applications.

A final aspect of this work was to input into the proposed new site map and produce the relevant site map related documentation.

Highlights
Quickly achieved a suitable UX design for this page that addresed all key business and user requirements. This work was signed off by Sony Ericsson with limited IA related amendments required.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has gone live.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - community site for mobile phone application enthusiasts (Apr 09)

Summary
The creation of a community based website (Sony Ericsson 'Playground') to bring independent mobile phone application developers and consumers together. The site facilitates interaction between the 2 groups by encouraging users to propose ideas and requirements that developers can then translate into mobile apps. Ideas and apps can be commented on and rated by the online community, and successful apps will be made available for sale on the site.

Highlights
Following an analysis of successful sites of a similar nature the creative concepts were very quickly converted into wireframed user journeys which provided a solid base for discussion and futher UX design work.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 160 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

LG phones - retail portal (Jul 08 - Aug 08)

Summary
Design and development of a website to allow staff within retail outlets and call centres to learn about, answer questions on, and in some cases sell, LG's rapidly expanding range of mobile phones. This work included the design of a 3D demo and also an online phone simulator (allowing users to learn how to use complex aspects of the phone).

Highlights
I linked the phone specific FAQs section questions to the "How do I?" phone simulator section where the answers to common questions were provided by way of an interactive simulator application.

Deliverables
User Experience specification document including personas, user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 105 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

LG phones - photo sharing community site (Jul 08 - Aug 08)

Summary
Design and development of a community based website to allow LG to promote the photo taking and sharing capabilities of their phones. The essence of the site is that users upload media for display/comment/rating by the community of registered users, and each month the owners of the most popular images (the ones that make the community smile the most) are rewarded.

Highlights
2 rounds of focus groups provided useful insight and helped to fuel an increased level of creativity during the initial design phase. I provided a significant amout of the creative planning for this site.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Other sectors (4)

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Ford Motor Company - redesign of web 2.0 / community site (Jul 07)

Summary
This project involved the redesign of a community based website for Ford Motor Company Ltd.

The site includes UGC content particularly in the form of online discussions hosted by well known football personalities, as well as videos, surveys, and competitions etc.

Deliverables
Delivered a user experience specification document which includes site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.feelfootball.com the preceeding link will re-direct you to an external website

Share a Smile - redesign of specialist dental centre (Nov 06 - Jan 07)

Project summary
Share a Smile is a specialist dental centre offering 3 core specialist treatment types - periodontics, prosthodontics and orthodontics. The practice provides treatment to patients referred by their general dentist as well as others who may contact them directly.

The site was generating few customer enquiries, quite simply, it wasn't functioning well as a marketing tool. I was tasked with redesigning the site in such a way that it would become a major asset in terms of patient acquisition, and would also help to increase general awareness of the practice and the wide range of specialist treatments available.

Key problem areas identified
I carried out a thorough analysis of the site and identified the following core problem areas:

  1. Service proposition - the website effectively split the services offered into 2 separate domains, one domain for orthodontic services (the treatment of crooked teeth) and one for the 2 other specialist areas. This resulted in a confusing identity being portrayed and didn't capitalise on the appeal of providing all 3 services under one roof.
  2. Site structure - the information architecture of the site made it difficult for users to find the information they needed and also resulted in a large amount of useful information rarely being accessed.
  3. Site terminology - the terminology used in parts of the site was not easy to understand by visitors who were new to the three specialist areas described.
  4. Usability - the general usability of the page level designs were generally weak making the process of a user finding their way around and interacting with the site more difficult.
  5. Search engine optimisation - the site was not optimised for the search engines which resulted in little patient traffic being generated.

Project methodology
First of all I identified keyword phrases that users might use when searching for, or discussing each service type, and then tested these phrases to find out which ones were the most popular.

I discussed the results with Share a Smile and with their input decided on 5 treatment categories centred around preferred user terminology. I was then able to plan out a robust information architecture for the site. This ensured that the site's navigation and structure was highly user centric.

I got agreement from the dental specialists to present all 3 treatment disciplines within one website domain and set about building the key sections of the site with a suitable information hierarchy and clear visual design which incorporated Share a Smile's existing logo, colors and other elements of their corporate ID.

Search engine optimisation techniques were applied throughout the design and build stage which were well informed by the keyword search phrase analysis carried out at the start of the project.

Results
The redesigned Share a Smile website offers a high level of usability, allowing users to easily select and find out about a range of specialised treatment types with relative ease.

The visual design carries Share a Smiles' existing branding collateral well and the imagery on the home page makes it immediately clear that the centre caters for all age ranges.

The site is now performing well in terms of search engine rankings, which combined with a high level of usability, is resulting in a 4 fold increase in new patient acquisition.

Site URL
www.shareasmile.co.uk the preceeding link will re-direct you to an external website

Public sector (4)

Children's Workforce Development Council - site section redesign (Jul 08 - Aug 08)

Summary
Re-design of a section of the Children's Workforce Development Council (CWDC) website which details the Early Years Professional Status (EYPS) program. The program focuses on improving the standard of teaching and care given to children under 5 in the UK and the redesign was driven by the need to increase awareness and participation in the program.

Highlights
Implemented an idea (which originated within the creative team) which involved using videos of interviews with recent graduates of the EYPS program to introduce and explain the benefits of participation. Strategically applied the videos so that users of the website could utilise these successful students as 'buddies' in the sense that they could initiate ongoing communication with them to help them during the program discovery stage and encourage them to participate.

Deliverables
User Experience specification document including personas, user journies, site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 85 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

British Army - online teaching resources for schools & colleges (Mar 08)

Summary
Design of a website to enable the British Army to provide online teaching resources to schools and colleges. The site provides password protected access to school curriculum based learning resources for teachers.

The site will include a searchable database providing access to interactive content as well as content that can be downloaded and utilised offline if required.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 90 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - intranet for Army Career Advisors (Feb 08)

Summary
Design of an intranet to help Army Career Advisors in their day to day activities. Developed using Microsoft Office Sharepoint Server 2007 (MOSS), the site provides access to a range of resources via a searchable repository split into 4 file categories (images, presentations, documents, movies). The files will mainly be used during the production of presentations and other marketing collateral.

The intranet also provides community aspects such as forums and message boards to encourage the exchange of information between career advisors.

Deliverables
User Experience specification document including user requirements, site map and wireframes.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 55 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - file sharing extranet (Aug 07 - Sep 08)

Summary
This project involved the design of an extranet for the British Army. The application is built using a customised implementation of Microsoft Office Sharepoint Server (MOSS) 2007 to allow the Army and some of it's marketing service providers to share files and participate in an online document workflow during the production of campaign materials.

Deliverables
User Experience specification document including site map and wireframes.

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Travel (2)

Virgin Atlantic Airways - country selection for credit card billing (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of the credit card country selection process which is a key part of Virgin Atlantic's book and pay process. The objective was to move the standard behaviour away from a single column drop down list which represented poor usability as a result of excessive scrolling required.

I presented 3 alternative design solutions to Virgin, and then agreed to work one option through to completion following some refinement work.

Highlights
Designing a much more usable country selection method and then working with the lead developer to ensure that an accessilble solution is implemented (so that users accessing the site via non-javascript enabled browsers could also experience an improved user experience).

Deliverables
User experience specification with wireframes detailing the 3 suggested design solutions.

Samples
Credit card billing country selection solution sample download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Virgin Atlantic Airways - booking management system enhancements (May 08 - Jun 08)

Summary
The purpose of this project was to improve the usability of Vigin Atlantic's internal booking management system.

The work began by absorbing the requirements specification that had been prepared by a Virgin Atlantic Business Analyst. This document detailed the system interactions that needed to be improved. The project team then met on the client site to discuss the project requirements in detail. Following this I prepared a User Experience specification document which set out a design solution. This document was then presented to the project team and the solution was agreed pending some final refinements.

Highlights
During the project several key elements of the BA's recommendations stood out to me as needing reconsideration. Following discussions with the project team my recommended approach was accepted by all parties and the solution moved forward on that basis.

Deliverables
User experience specification with wireframes detailing the design solution.

Samples
Booking management system enhancements samples download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

User centred design (UCD) (9)

Bupa - Wellife Health Portal (Sep 08 - Dec 08)

Summary
This complex, challenging project involved the design and build of a health portal that enables users to complete a number of health related tasks online:

Project objectives:

  • Allow customers to find out about and the conduct an online health assessment
  • Find out about full physical health assessments
  • Find out about a new state of the art Wellness centre
  • Book and pay online for full health assessments at the new Wellness centre
  • Manage certain aspects of their health online
  • Find out about and purchase relevant 3rd party health programs
  • Provide the option to complete a detailed pre-assessment questionaire online

The methodology for this project was to base the solution on documentation produced by a Business Analyst, and then ensure that both business and user needs were met whilst proposing a feasible solution taking into account the in-house and 3rd party technical platforms.

The project required much time liaising with relevant members of the project team to ensure that it was be successfully developed in time for a forthcoming advertising campaign.

Highlights
This site was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 335 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
www.bupa.co.uk/wellnessprogramme the preceeding link will re-direct you to an external website

LG phones - retail portal (Jul 08 - Aug 08)

Summary
Design and development of a website to allow staff within retail outlets and call centres to learn about, answer questions on, and in some cases sell, LG's rapidly expanding range of mobile phones. This work included the design of a 3D demo and also an online phone simulator (allowing users to learn how to use complex aspects of the phone).

Highlights
I linked the phone specific FAQs section questions to the "How do I?" phone simulator section where the answers to common questions were provided by way of an interactive simulator application.

Deliverables
User Experience specification document including personas, user journies, site map, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 105 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

NHS Choices - redesign tender response (April 08)

Summary
Focused on the mapping out some of the key design solutions for inclusion in a large tender response for the redesign of the NHS Choices website.

One important aspect of this work was to analyse a range of personas and associated user journies, and use this analysis to produce a 2 page site map that would serve as a platform for the overall design.

Highlights
Great experience of blue sky, collaborative design thinking on a multi-million pound tender response.

Deliverables
Wireframes and site map.

Samples
NHS Choices tender response site map sample download adobe acrobat reader(PDF: 50 KB).

Digital design agency
For this project I was freelancing with The Team, 11 Southwark Street, London SE1 1RQ, United Kingdom.

Endemol - UGC, web 2.0 / community site for the BBC (Sep 07 - Feb 08)

Creation of a ground breaking community based website to be supported by BBC TV programming. This project is unique in that is the website that is supported by a TV show rather than the other way around.

The site is brought to life by user generated content, mainly in the form of pre-recorded video, images, blogs, and comments. The focal point of the competition is the site's home page which accommodates live video streaming, voting and rating.

Supported the project from initial concept through to launch including a period working closely with client side developers to help implement a customised version of the 3rd party web 2.0 platform. I was also involved (along with the rest of the design team) in an intensive pre-launch testing phase.

Highlights
A key challenge for this project was to optimise the overall user experience of the site so that a sufficiently large community of members could be attracted and registered in order to sustain the show (i.e. voting/rating/user generating content etc) which had a lifespan of only 8 weeks. This was achieved with over 10,000 members registered during this short time period from a standing start.

Single handedly set up, moderated, managed and filmed on-site usability testing including the design and production of a clickable proto-type, creation of user tasks and moderators guide, and implementation of resulting design updates.

Wireframing included many complex features and functionality such as a range of video players, a voting module, a rating module, a profile page, and an account management section. The variety of interface and interaction design work required served as a platform from which to extend my UX design skills within these areas.

Deliverables
User Experience specification document including personas, site maps, and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Share a Smile - redesign of specialist dental centre (Nov 06 - Jan 07)

Project summary
Share a Smile is a specialist dental centre offering 3 core specialist treatment types - periodontics, prosthodontics and orthodontics. The practice provides treatment to patients referred by their general dentist as well as others who may contact them directly.

The site was generating few customer enquiries, quite simply, it wasn't functioning well as a marketing tool. I was tasked with redesigning the site in such a way that it would become a major asset in terms of patient acquisition, and would also help to increase general awareness of the practice and the wide range of specialist treatments available.

Key problem areas identified
I carried out a thorough analysis of the site and identified the following core problem areas:

  1. Service proposition - the website effectively split the services offered into 2 separate domains, one domain for orthodontic services (the treatment of crooked teeth) and one for the 2 other specialist areas. This resulted in a confusing identity being portrayed and didn't capitalise on the appeal of providing all 3 services under one roof.
  2. Site structure - the information architecture of the site made it difficult for users to find the information they needed and also resulted in a large amount of useful information rarely being accessed.
  3. Site terminology - the terminology used in parts of the site was not easy to understand by visitors who were new to the three specialist areas described.
  4. Usability - the general usability of the page level designs were generally weak making the process of a user finding their way around and interacting with the site more difficult.
  5. Search engine optimisation - the site was not optimised for the search engines which resulted in little patient traffic being generated.

Project methodology
First of all I identified keyword phrases that users might use when searching for, or discussing each service type, and then tested these phrases to find out which ones were the most popular.

I discussed the results with Share a Smile and with their input decided on 5 treatment categories centred around preferred user terminology. I was then able to plan out a robust information architecture for the site. This ensured that the site's navigation and structure was highly user centric.

I got agreement from the dental specialists to present all 3 treatment disciplines within one website domain and set about building the key sections of the site with a suitable information hierarchy and clear visual design which incorporated Share a Smile's existing logo, colors and other elements of their corporate ID.

Search engine optimisation techniques were applied throughout the design and build stage which were well informed by the keyword search phrase analysis carried out at the start of the project.

Results
The redesigned Share a Smile website offers a high level of usability, allowing users to easily select and find out about a range of specialised treatment types with relative ease.

The visual design carries Share a Smiles' existing branding collateral well and the imagery on the home page makes it immediately clear that the centre caters for all age ranges.

The site is now performing well in terms of search engine rankings, which combined with a high level of usability, is resulting in a 4 fold increase in new patient acquisition.

Site URL
www.shareasmile.co.uk the preceeding link will re-direct you to an external website

Web 2.0 / Community based (5)

Sony Ericsson - 2010 FIFA World Cup sponsorship site (Jun 09)

Summary
This ground breaking site will sit within the framework of Sonyericsson.com. As a sponsor of the 2010 FIFA World Cup, Sony Ericsson are keen to provide world cup fans from around the world with a single source of World Cup related information, games, competitions, videos, applications etc (effectively bringing the World Cup to fans and allowing them to show support for their team no matter where they are in the world).

The site will continually evolve from initial launch in the summer of 2009 where it will focus on pre-qualification related content, moving on to content relating to qualification and then the draw, and culminating with features, functionality and other content to run in conjunction with the live tournament in the summer of 2010.

Highlights
Produced a range of international personas to help define the most relevant features and functionality for the core user types. Then produced documented user journeys for several personas to demonstrate the UX design thinking to the client.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 320 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Sony Ericsson - community site for mobile phone application enthusiasts (Apr 09)

Summary
The creation of a community based website (Sony Ericsson 'Playground') to bring independent mobile phone application developers and consumers together. The site facilitates interaction between the 2 groups by encouraging users to propose ideas and requirements that developers can then translate into mobile apps. Ideas and apps can be commented on and rated by the online community, and successful apps will be made available for sale on the site.

Highlights
Following an analysis of successful sites of a similar nature the creative concepts were very quickly converted into wireframed user journeys which provided a solid base for discussion and futher UX design work.

Deliverables
User Experience specification document including personas, user journies, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 160 KB).

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

LG phones - photo sharing community site (Jul 08 - Aug 08)

Summary
Design and development of a community based website to allow LG to promote the photo taking and sharing capabilities of their phones. The essence of the site is that users upload media for display/comment/rating by the community of registered users, and each month the owners of the most popular images (the ones that make the community smile the most) are rewarded.

Highlights
2 rounds of focus groups provided useful insight and helped to fuel an increased level of creativity during the initial design phase. I provided a significant amout of the creative planning for this site.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Endemol - UGC, web 2.0 / community site for the BBC (Sep 07 - Feb 08)

Creation of a ground breaking community based website to be supported by BBC TV programming. This project is unique in that is the website that is supported by a TV show rather than the other way around.

The site is brought to life by user generated content, mainly in the form of pre-recorded video, images, blogs, and comments. The focal point of the competition is the site's home page which accommodates live video streaming, voting and rating.

Supported the project from initial concept through to launch including a period working closely with client side developers to help implement a customised version of the 3rd party web 2.0 platform. I was also involved (along with the rest of the design team) in an intensive pre-launch testing phase.

Highlights
A key challenge for this project was to optimise the overall user experience of the site so that a sufficiently large community of members could be attracted and registered in order to sustain the show (i.e. voting/rating/user generating content etc) which had a lifespan of only 8 weeks. This was achieved with over 10,000 members registered during this short time period from a standing start.

Single handedly set up, moderated, managed and filmed on-site usability testing including the design and production of a clickable proto-type, creation of user tasks and moderators guide, and implementation of resulting design updates.

Wireframing included many complex features and functionality such as a range of video players, a voting module, a rating module, a profile page, and an account management section. The variety of interface and interaction design work required served as a platform from which to extend my UX design skills within these areas.

Deliverables
User Experience specification document including personas, site maps, and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Ford Motor Company - redesign of web 2.0 / community site (Jul 07)

Summary
This project involved the redesign of a community based website for Ford Motor Company Ltd.

The site includes UGC content particularly in the form of online discussions hosted by well known football personalities, as well as videos, surveys, and competitions etc.

Deliverables
Delivered a user experience specification document which includes site map, wireframes, accessibility guidelines, supported browsers, required browser plugins, preferred screen resolutions, and maximum page weight.

Digital design agency
For this project I was freelancing with Wunderman, Greater London House, Hampstead Road, London, NW1 7QP

Live site URL
www.feelfootball.com the preceeding link will re-direct you to an external website

Working on end client site (6)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Bupa - Wellife Health Portal (Sep 08 - Dec 08)

Summary
This complex, challenging project involved the design and build of a health portal that enables users to complete a number of health related tasks online:

Project objectives:

  • Allow customers to find out about and the conduct an online health assessment
  • Find out about full physical health assessments
  • Find out about a new state of the art Wellness centre
  • Book and pay online for full health assessments at the new Wellness centre
  • Manage certain aspects of their health online
  • Find out about and purchase relevant 3rd party health programs
  • Provide the option to complete a detailed pre-assessment questionaire online

The methodology for this project was to base the solution on documentation produced by a Business Analyst, and then ensure that both business and user needs were met whilst proposing a feasible solution taking into account the in-house and 3rd party technical platforms.

The project required much time liaising with relevant members of the project team to ensure that it was be successfully developed in time for a forthcoming advertising campaign.

Highlights
This site was backed up by a national TV and print advertising campaign.

Deliverables
User Experience specification document including personas, user journies, site maps, wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 335 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
www.bupa.co.uk/wellnessprogramme the preceeding link will re-direct you to an external website

Barclaycard - redesign of the B2C online account management (May 08 - Jun 08)

Summary
The purpose of this project was to redesign Barclaycard's comsumer facing online account management website to provide a richer more engaging user experience.

Barclaycard's Business Analysts fed into the initial design thinking with key business requirements. It was then up to us (a team of 3 UX Architects) to work on designing the structure and interfaces that formed the basis of the solution. Efforts were made to design in some cutting edge features to help move the site forward conceptually. During this process it was important to ensure that the proposed site maintained a high level of usability.

Highlights
Good solid introduction to the Agile (Scrum) project methodology. We were also lucky enough to work with a talented visual designer who (like me) is able to blend knowledge of both the UX and Visual design. This synergy had a very positive impact on the overall quality of the resulting web pages.

Deliverables
Wireframes for designated sections of the site.

Samples
Barclaycard online account management sample download adobe acrobat reader(PDF: 95 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Fidelity - usability & accessibility enhancements to UK B2C site (Dec 05 - May 06)

Summary
The purpose of this project was to implement usability and accessibility enhancements to Fidelity International's consumer facing websites based on a detailed report compiled after an in-depth analysis of the existing sites.

My task was to implement recommendations specified in the report that would have the highest impact and that could be applied to 500+ pages within a time frame of 6 months.

Responsibilities and tasks

  • Prioritise and implement usability and accessibility recommendations that could have most impact
  • Work closely with the content team to ensure that the changes made fitted in with department's long term strategy
  • Work with Fidelity International's content management system (CMS) - Teamsite - and ensure that any proposed changes would bring the pages more closely into line with the standard templates
  • Add relevant content into search engine related fields (title, keywords, description tags)
  • Request that the technical development team make enhancements to the templates to ensure that the search engine fields were made compulsory for content editors
  • Request changes to the CMS templates to ensure content editors produced more accessible and usable pages
  • Unravel or remove non-standard or badly written code
  • Re-write page copy to make it more readable for a web audience
  • Redesign section starting pages to enhance usability/clickability
  • Rework complex nested tables to improve usability
  • Remove or consolidate excessive content
  • Ensure alt text equivalent for images was applied correctly
  • Apply new CSS styles to enhance the readability of ordered and unordered lists throughout the site
  • Ensure navigation and heading labeling was meaningful and applied in a consistent manner
  • Redesign key sales focused pages following input from the Director of User Experience
  • Replace image based page titles with text where possible
  • Improve spacing on the pages to ensure that the design principle of 'proximity' was applied, therefore making the pages easier to interpret
  • Request that 3rd party content was updated to fit it with new usability and accessibility standards
  • Apply a standard approach for the treatment of PDFs
  • Ensure consistent design standards were applied throughout the sites

Project result

This project greatly improved the usability and accessibility aspects of Fidelity's UK web presence. The pages have become far easier to maintain and the volume of copy is more suitable and correctly spaced.

There is good consistency of design and layout throughout the websites which will greatly help users interact with the site as well as making content creation much more straight forward.

Please note that the home pages of the two streams were not included in the project.

Live site URL
Fidelity International's web site for the direct investor without a Financial Adviser the preceeding link will re-direct you to an external website

Fidelity International's web site for the direct investor with a Financial Adviser the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Top^

Working from home (2)

British Army - online teaching resources for schools & colleges (Mar 08)

Summary
Design of a website to enable the British Army to provide online teaching resources to schools and colleges. The site provides password protected access to school curriculum based learning resources for teachers.

The site will include a searchable database providing access to interactive content as well as content that can be downloaded and utilised offline if required.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 90 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

British Army - intranet for Army Career Advisors (Feb 08)

Summary
Design of an intranet to help Army Career Advisors in their day to day activities. Developed using Microsoft Office Sharepoint Server 2007 (MOSS), the site provides access to a range of resources via a searchable repository split into 4 file categories (images, presentations, documents, movies). The files will mainly be used during the production of presentations and other marketing collateral.

The intranet also provides community aspects such as forums and message boards to encourage the exchange of information between career advisors.

Deliverables
User Experience specification document including user requirements, site map and wireframes.

Samples
Sample page from the UX specification document download adobe acrobat reader(PDF: 55 KB).

Digital design agency
For this project I was freelancing with Publicis Dialog, 82 Baker Street, London W1U 6AE.

Workshops/focus groups/interviews (9)

HSBC - Re-design of the core GB&M CRM into an Adobe Flex based RIA. (Jul 09 - Jul 11)

Summary
Lead design resource on a challenging project to move an 8 year old Global Banking and Markets CRM into an Adobe Flex (v4.0) RIA. The project required a cautious, tactical re-design approach to ensure that there was a zero training requirement for a sizable global user base who needed to be able to instantly adapt to the new application without any negative impact in terms of their ability to quickly achieve system based tasks.

The application consists of a large number of entity types including customer meeting records, detailed client, client contact, and staff member profiling, various deal type work flows (plus many more). The majority of these entities had benefited from a rich enhancement program over the years since initial launch, resulting in a detailed business analysis responsibility, and as the project gathered momentum it was left with me (with the help of the Business User Support Team) to ensure that the existing complex business logic and work flows were preserved.

Methodology
1) Global discovery phase - conducted 20 separate user interviews (a mixture of face to face and online meetings depending on the geographic location of the interviewee) with system users of a wide range of rank, role and location, during which I would identify their common tasks and then analyze their journeys through the existing application through to task completion. I also explored the user's attitudes and opinions regarding the current application and importantly, their current likes, dislikes, frustrations and ideas for improvements.

The findings were combined with information gleaned from discussions with the Business User Support Team along with application page view/functionality stats. Based on all of this information I produced a project 'Discovery document' which was shared with the project and management teams. This document became the foundation from which much of the design strategy was based, allowing me to move forward into the design stage with confidence.

Based on the meetings conducted during the discovery phase as well as detailed discussions with the Business User Support Team, simple personas were created to ensure that the new design was crafted with the users firmly in mind. However, because of the required conservative approach to the structural design I elected not to build the personas out in terms of detail or ideal user journeys as to do so would likely have lead to a much more radical design direction which was not part of the intended project scope.

2) Design phase - the visual design approach was presented and refined whilst tackling the re-design of the home page which included the introduction of a variety of rich features (based on findings during the Discovery phase). I then conducted 1 round of usability testing with users of the application which allowed me to further enhance and refine the home page design.

The application design and development process then started in earnest and was comprised of 3 week cycles (using the Agile software development methodology), where I would conduct a 'Kick off' meeting with the business representatives followed up by 1 to 3 design review meetings (depending on the complexity of the section being designed) and culminating in a 'Design Walk Through' meeting where I would walk both the on and offshore development teams through the latest design work.

The final step was my attendance and input into the tri weekly 'Planning Game' whereby both the development and testing teams would put time estimates against all of their tasks for the forthcoming iteration. This process continued until all sections and unique page types and functionality had been re-designed.

Highlights

  • Discovery document - this document was was well received by all who read it and was an invaluable summary of the research phase on which design strategy could be based with confidence.
  • Re-design of the application home page to include several new rich features designed to provide the users with quick access to high value and high usage data and system objects.
  • Design of a new default page for the Client detail section of the application which included the visualisation of valuable information such as client meeting activity, global deal information, top 10 product types sold etc using Flex based charts, graphs and maps
  • Multiple visual design/layout enhancements that allowed complex forms to be presented in a far more ordered and easy to use manner

Deliverables

  • Global Discovery document
  • UX specification documents comprising of finished visual designs, detailed annotations, interaction flows, system flows,
  • Application style guide
  • User testing documentation, including moderator's guide and testing report with recommendations
  • Security permissions specification documentation
  • Creation of tri weekly assets for each iteration (Agile sprint) including business features and user stories with supporting UX specification documentation

Samples
For reasons of confidentiality no sample of work from this project can be made available.

Live site URL
N/A (internal application).

Barclaycard - online directory of Barclaycard merchants for card holders (May 09 - Jun 09)

Summary
UX design of an online directory of Barclaycard merchants to provide merchants with a potentially lucrative place to promote their product, services, and offers, to a receptive audience of Barclaycard holders who would in turn have access to a wide range of offers and discounts combined with other financial incentives.

Methodology
Following a number of meetings and workshops with Barclaycard and their 3rd party technical development partner, I created clickable wireframes (using Axure) to support the 2 core user journeys as well as 2 key merchant registration journeys.

Following input from the preferred 3rd party user testing company I produced the clickable wireframes in such a way that they were ready for user testing. Considerable time and effort was taken to ensure that all likely user flows were accomodated.

Collaborated with 2 other agencies who were responsible for the visual design and database design aspects of the project.

Highlights
Used advanced Axure functionality to build in working AJAX style functionality into the prototype allowing a richer experience to be designed and tested during the user testing phase.

Deliverables
User Experience specification document including user journeys and corresponding clickable wireframes (prototype).

Samples
For reasons of confidentiality a sample of this work will only be available once the re-designed site has been launched.

Digital design agency
For this project I was freelancing with Dare Digital Ltd, 13-14 Margaret Street London, W1W 8RN.

Recommendation/endorsement for this project:
"Anthony has a wealth of knowledge that allows him to have a true undertstanding of what it means to create a successful online experience. He can be trusted with confidence to take ownership of a projects large and small and deliver them to an incredibly high standard."

Mark Bell, Head of IA, Dare Digital Ltd

Live site URL
Site still in design & development stage at the time of writing.

Bupa - redesign of global web presence (Sep 08 - Dec 08)

Summary
This project involved the re-design of Bupa's .com and .co.uk websites, as well as initial design planning for several overseas sites.

Project objectives:

  • Redesign Bupa.com including it's country selector tool
  • Redesign the majority of Bupa.co.uk including the sections owned by it's core business units
  • Redesign of Bupa's Health Information Portal which is the home of Bupa's health fact sheets
  • Design the solution so that the majority of sections can be built into new CMS templates

The methodology for the redesign of Bupa.co.uk (the largest element of the project) was to conduct 3 sets of 2 workshops covering Bupas' UK Health Insurance, Care Services, and Health Information business divisions. The workshops focused on identifying and exploring business goals and objectives as well as the collaborative creation of personas and key user journeys to inform the user centred design process.

Because of the depth and complexity of Bupa's UK website, I defined a range of project 'page types' as a first step towards CMS template definition, and produced detailed section site maps proposing a specific 'page type' for every page which fell within the project's scope.

Highlights
Following workshops and detailed discussions with Bupa UK's B2B team, I proposed a fundamental shift in the structure of Bupa's UK website to seperate the B2B business unit's content from the B2C content so that the 2 business units can more easily present their web propositions in a more impactful, engaging, and user centric manner. This approach was accepted as major improvement by all Bupa stakeholders.

Deliverables
User Experience specification document including personas, user journies, detailed section site maps, CMS based 'page types', wireframes.

Samples
Sample pages from the UX specification document download adobe acrobat reader(PDF: 225 KB).

Digital design agency
For this project I was freelancing with Think ltd, 85 Tottenham Court Road, London, W1T 4TQ

Recommendation/endorsement for this project:
"Anthony provided us an excellent service in delivering two high profile Web projects for BUPA as a key part of the TH_NK design team. His engagement and facilitation skills on top of his innovative, dedicated and professional approach to his work and profession ensured we delivered great value to the client. I would recommend Anthony to anyone who is looking for leadership in the field of Information Architecture and Experience Design."

Rob Hudson, Director of Operations, Think Ltd

Live site URL
Project still in development stage.

LG phones - photo sharing community site (Jul 08 - Aug 08)

Summary
Design and development of a community based website to allow LG to promote the photo taking and sharing capabilities of their phones. The essence of the site is that users upload media for display/comment/rating by the community of registered users, and each month the owners of the most popular images (the ones that make the community smile the most) are rewarded.

Highlights
2 rounds of focus groups provided useful insight and helped to fuel an increased level of creativity during the initial design phase. I provided a significant amout of the creative planning for this site.

Deliverables
User Experience specification document including site map and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Digital design agency
For this project I was freelancing with Publicis Modem, 82 Baker Street, London W1U 6AE.

Recommendation/endorsement for this project:
"Anthony is a genuinely nice guy who is always happy to help. Abrs have been lucky enough to have had Anthony represented us at 4 different clients over the last couple of years – The feedback has always been excellent. He is expert in his field and I would have no hesitation is recommending him.”

Jordan Norris, now Head of Digital, Connections Recruitment Ltd

Sophos Plc - business/user discovery project (May 08 - Jun 08)

Summary
The purpose of this project was to help Sophos get a good understanding of how a large scale redesign of their partner portal website could best serve their global network of partners as well as Sophos' internal sales and marketing departments.

My role was to set up and conduct a series of face to face and telephone interviews with 18 project contributors from the UK, Spain, Greece, Holland and North America. The findings from these interviews were then coverted into a detailed report including the creation of 6 personas with key user journies.

Highlights
This was the first time that I had worked on a project with such a wide range of international input and I found the discovery of the different levels of web saviness and dependance of each country highly enlightening. The creation of a set of international personas that incorporated these characteristics was a very rewarding excercise bringing my skills and experience of this element of user centred design to the next level.

Deliverables
Requirements analysis report document includng 6 personas with key user journies for each.

Samples
Spanish persona with key user journies download adobe acrobat reader(PDF: 60 KB).

Digital design agency
For this project I was freelancing with Conchango, 36 Southwark Bridge Road, London, SE1 9EU.

Endemol - UGC, web 2.0 / community site for the BBC (Sep 07 - Feb 08)

Creation of a ground breaking community based website to be supported by BBC TV programming. This project is unique in that is the website that is supported by a TV show rather than the other way around.

The site is brought to life by user generated content, mainly in the form of pre-recorded video, images, blogs, and comments. The focal point of the competition is the site's home page which accommodates live video streaming, voting and rating.

Supported the project from initial concept through to launch including a period working closely with client side developers to help implement a customised version of the 3rd party web 2.0 platform. I was also involved (along with the rest of the design team) in an intensive pre-launch testing phase.

Highlights
A key challenge for this project was to optimise the overall user experience of the site so that a sufficiently large community of members could be attracted and registered in order to sustain the show (i.e. voting/rating/user generating content etc) which had a lifespan of only 8 weeks. This was achieved with over 10,000 members registered during this short time period from a standing start.

Single handedly set up, moderated, managed and filmed on-site usability testing including the design and production of a clickable proto-type, creation of user tasks and moderators guide, and implementation of resulting design updates.

Wireframing included many complex features and functionality such as a range of video players, a voting module, a rating module, a profile page, and an account management section. The variety of interface and interaction design work required served as a platform from which to extend my UX design skills within these areas.

Deliverables
User Experience specification document including personas, site maps, and wireframes.

Samples
Sample pages from the UX specification document
download adobe acrobat reader(PDF: 115 KB).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Stan James sports betting website - redesign discovery project (Nov 07)

Summary
Part of a team of 5 who travelled to Stan James' head office in Gibraltar to conduct a 2 day scoping exercise with the aim of exploring site re-design strategies.

The workshops involved group exercises which aimed to identify the core user types and explore new features and functionality that would have the biggest impact. The workshops included:

  • critical analysis of current site
  • competitor analysis
  • identification and prioritisation of major opportunities
  • exploration and definition of core user types
  • analysis of user journey life cycles

Highlights
With Stan James' detailed input during the workshops I was able to produce 5 robust personas that can be used with confidence as the basis for future design planning.

Deliverables
Following the workshops I produced a report detailing suggested high level site redesign recommendations based on core user needs and other workshop inputs.

Samples
The project report is confidential (as it contains information that is yet to be implemented).

Project production company
For this project I was freelancing with Endemol UK, Shepherds Studios – Central, Charecroft Way, Shepherds Bush London, W14 0EE

Fidelity - redesign of fund search & selection tools (Jun 06 - Mar 07)

Summary
This project, which ran in tandem with the redesign of the 'Research funds and shares' section of Fidelity's UK website, was centred around redesigning the companies' fund search and selection tool - Fund Finder. This application is used by clients to choose investment funds from a range of over 1000 available through Fidelity's fund supermarket.

The objective was to make this critical tool more usable to Fidelity's online client base. To achieve the desired user experience for novice, average and advanced users, major steps forward in the tool's usability, visual design, search filters, results page layout, and technical functionality were implemented.

Responsibilities and tasks

  • Meet with business stakeholders to ensure that their objectives and requirements were considered at the project planning stage
  • Work with one key business representative to ensure that her vision was implemented in a way that would work online from a usability perspective
  • Create wireframes, site map, and a content matrix
  • Propose a robust information architecture that supports user information finding needs
  • Identify site usability problems and propose and implement solutions to address them
  • Produce visual designs for consideration to help solve usability issues identified
  • Work to ensure that a new 'user profiles' concept is added to the application in a user centric manner
  • Provide input regarding the labelling of key navigation and search controls
  • Request special search features be added to the solution to cater for senior management's requirement for a 'best seller' ranking option
  • Write copy where required
  • Liase with 3rd party supplier to ensure that more complex pages were designed with an acceptable level of usability
  • Ensure that 3rd party AJAX solutions were developed in an accessible manner
  • Ensure all relevent search filters were in place and functioning in the correct manner
  • Ensure that the new application fitted seamlessly into the information architecture of the newly designed 'Research funds and shares' section of Fidelity's UK website
  • Liase with the 3rd party provider of the fund factsheets to ensure that their web pages fitted in with the new Fund Finder tool from a design and technological point of view
  • Work with the technical team to ensure that the new tool worked with Fidelity's existing shopping basket functionality
  • Ensure that all user journies were concluded in the most effective manner
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs.
  • Analyse the results from user testing and make adjustmentments to the solution where required

Project result
The resulting fund search and selection tool has made it much easier for both experienced and inexperienced investors to research and select funds for investment.

The inclusion of investor profiles is thought to be a first in the investment world, and the AJAX powered functionality has been a major benefit for the more advanced user.

Live site URL
The redesigned Fund Finder tool can be viewed at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

Fidelity - redesign of 2 core sections of UK B2C website (Jun 06 - Mar 07)

Summary
The purpose of this project, which ran in tandem with the redesign of Fidelity's Fund Finder tool, was to redesign the fund research and selection section of Fidelity's UK website.

The key objective was to merge two existing sections into one, whilst applying newly designed content management system (CMS) page templates.

Also important was to apply a new left hand navigation, greatly reduce page count, implement a more robust information architecture, enhance the usability of the pages and section as a whole, and accommodate the redesigned and extended fund research and selection tool.

Responsibilities and tasks

  • Audit and log existing site content
  • Meet with business stakeholders to ensure that their objectives and requirements are considered during the project planning stage
  • Meet with key business personnel and phone team members to gather information and marketing data about the user base
  • Create and utilise user scenarios (personas) based on in-depth research carried out on Fidelity's client base
  • Convertion of persona requirements into user tasks, and then on to proposed pages to satisfy user needs
  • Propose a robust information architecture, condensing 2 sections into one whilst supporting user information finding needs
  • Be part of a team conducting 2 rounds of user testing of the proposed solution in 3rd party usability labs
  • Collate feedback from usability testing, make recommendations, update proposed IA accordingly
  • Produce visual designs for consideration to help solve usability issues identified
  • Produce site map, wireframes, and content matrix
  • Choose the most relevant CMS templates and template modules from the options available
  • Provide input regarding the labeling of key navigation options
  • Ensure that the redesigned Fund Finder application fits seamlessly into the information architecture of the new section
  • Request and oversee the development of refinements to template modules
  • Ensure that all user journeys are concluded in the most effective manner
  • Consolidate page numbers so that they could be brought down to a more manageable level
  • Remove duplicated or excessive content so that the new, more user centric navigation, could support the new section
  • Test the functionality of the new CMS templates and request improvements/enhancements from technical teams
  • Work with the technical team to ensure that problems relating to the use of iframes in the new CMS templates were overcome in the best possible manner
  • Apply search engine optimisation best practice to new pages
  • Produce an accessibility checklist for this and future projects
  • Collaborate with US based colleagues during remote web based project meetings
  • Produce a 2nd content matrix showing the relationship between the old and new web pages
  • Work out a naming convention for the new pages with the head of the content team

Project result

The new Research funds and shares section is far easier to navigate and the usability of the section as a whole has been greatly improved.

The section now comprises of a total of 95 pages as opposed to the 240 pages that made up what was previously 2 sections. The positive impact from a maintenance point of view is substantial.

This section now utilises the new, more user centric CMS page templates (with the exception of the masthead which will be added in at a later stage), which are now CSS driven in terms of layout (as opposed to table based layout). This has had a positive impact page weight and accessibility.

Live site URL
The new 'Research funds and shares' section can be seen at Fidelity International's UK website. the preceeding link will re-direct you to an external website

Digital design agency
For this project I was contracted to Fidelity directly via a recruitment agency

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