Role: UX Lead with two UX Designers, a Visual Designer, and a client Product Owner
Problem: FBC’s reservation system was outdated, unresponsive, and difficult to use outdoors. In addition to a redesign, we conducted member research and I collaborated with the Product Owner to create an insights-driven product roadmap using the Kano Model for prioritization.
Outcome: Improved user satisfaction of the mobile booking experience, Delivered a prioritized feature roadmap blending user needs and business objectives, Defined primary audiences in collaboration with marketing and analytics teams to ensure targeted, meaningful improvements, and Empowered the client team to continue applying user-centered design practices with a scalable toolkit.
Empathy Mapping
I facilitated Empathy Mapping and Design Principles workshops with executive sponsors, Product Owners, and subject matter experts. This helped cross-functional teams build empathy by stepping into users’ shoes.
We conducted stakeholder interviews across executive sponsors, sales executives, and development partners to understand technology limitations and opportunities.
Design Principles
We synthesized our kickoff findings into core design and experience principles.
These design principles were used as inputs for feature prioritization and product roadmap development later on in collaboration with the marketing and analytics teams.
Heuristic Evaluation
The UX Designers sed a thorough heuristic evaluation of the existing reservation system using structured scorecards.
We identified and prioritized small, medium, and large optimizations for the existing experience which built foundational knowledge of system features, functionality, and usability gaps.
In-Field Research
We conducted remote user interviews with members, prospective members, club owners, dock managers, and dock staff.
I visited a franchise location in St. Joseph, MI to observe real-world dock operations and check-in experiences. Understanding how the dock staff ingested member reservations helped us to design the member experience with proper context.
Member User Research
We synthesized research findings to uncover key insights on perceptions, trade-offs, frustrations, and user "hacks" around reservations.
​
These findings informed future design solutions and shaped the product roadmap.
User Personas
From the research, we developed primary, secondary, and affected user personas which we leveraged to prioritize roadmap features around the needs of key audiences.
Product Roadmap
I collected and prioritized feature ideas using a scoring system (Kano model, design principles alignment, audience impact, and business needs).
This established trust with our key stakeholder by showing how research can translate directly into actionable product decisions.
Wires & Designs
We began designing low-fidelity wireframes in parallel with research, quickly iterating to high-fidelity comps. We established a style guide and scalable pattern library for consistent design practices, fostering a collaborative, iterative design process that the client team used to build out their growing design team.
Design Team Playbook
Throughout the process, I documented deliverables, methods, and best practices based on our deliverables.
I created a user-centered design playbook to coach and empower the client’s growing UX design team, ensuring a sustainable design process moving forward.
