How to create an engaging
presentation in a few days?
This site was built in a week using reveal.js which I haven't heard of before
How can you know
if the toilets are
occupied in ustwo?
an Arduino board,
3 Phillips HUE Lights...
...and a Mac OSX
Menu Bar App
How to do user testing
on a navigation mobile app
with no access to app code?
Combining in a Framer prototype
MapBox API to draw maps and
What3Words API to retrieve location data
How can you recreate BLACK
(analog b&w emulator mobile app)
as a Photoshop plugin?
By opening your favourite
and reverse engineering.
How can you enjoy
your favourite bands
playing live in your hometown?
Creating a fancy dress music festival
called Canelaparty for 1,000 people
happening yearly since 2006.
Growing snaps installed from
5 million (2017) to 17.5 million (2018)
Doubling publisher base in 1 year
In 2018, I joined Canonical, the company behind ubuntu – the biggest Linux distribution that runs on everywhere from fridges to drones, laptops, servers…
Installing and packaging software in Linux has always been cumbersome. To solve this, Canonical created snaps, a packaging system to distribute software that works across all major Linux distributions and perform auto-updates.
snapcraft.io is the app store for Linux where users can find and install snaps and publishers can manage and release their software to millions of Linux users.
Microsoft, Slack, Spotify and other software teams quickly adopted snaps and snapcraft.io to publish software in Linux. But more independent publishers were not adopting the technology at a similar pace. The team challenge was to increase awareness and adoption of snaps.
Python developers are one of the biggest dev communities publishing software in Linux. I joined a team from Canonical promoting snaps at Europython 2018 to understand their needs and wants. Over 4 days, I met nearly 150 Pythonistas in our booth (number tracked by stickers given away).
I shared insights from Europython 2018 and the competitor analysis with the team. For the competitor analysis we looked at Heroku, Visual Studio App Centre and Google Play Developer Console to understand best practices.
We listed all our assumptions from the insights, generated new ideas around the themes we identified and filtered them to one hypothesis which we called the First Snap Flow:
"Publishers are more likely to publish software in Linux using snaps if they are guided to publish a sample project on their preferred programming language".
To reduce complexity for publishers, we used open source projects as a sample to guide them in each programming language. Also, to help them focus on learning how to package snaps.
During the code implementation, we designed a data dashboard to measure effectiveness and ways to improve the First Snap Flow with metrics like: step progression, programming language trends, traffic, time spent, bounce per step…
We released Python as the first language from the First Snap Flow. This new journey had a 10% organic traffic visit after the release without any marketing activity even growing up to 20% organic traffic in April 2019. This suggests an explicit interest from Python developers on learning how to package Python software as snaps.
Other languages were redirected to their relevant technical documentation until its implementation. The dashboard helped us prioritise new languages to develop and informed on journey improvements.
Reducing customer returns of BLOCKS (20% to ~0%)
BLOCKS experience in Apple Stores worldwide
I joined the team as Senior UX Designer in 2016 to work primarily on BLOCKS, NOISE, ROLI PLAY and updates to ROLI.com.
After launching BLOCKS, 20% customers returned Lightpad Blocks mainly referring to unclear first steps using the product for the first time and difficult initial setup.
I organised a design sprint focused on improving the unboxing experience. We started by observing how 5 persons unboxed the Lightpad Block. 3 out of 5 participants required assistance during the session.
From the insights, we divided in two pairs (Visual Designer and UX Designer) to solve these problems: unclear physical instructions and better onboarding in NOISE.
We generated 20+ ideas which we prioritised to have one solution per problem. We would test after with 5 potential users at the end of the week. In these new sessions participants completed their tasks without assistance unlike in the previous session.
We presented the learnings to ROLI senior stakeholders and the updates became part of the upcoming product roadmap.
By updating the content of the "quickstart guide" and its placement within the Lightpad Block box, we reduced 20% customer returns to nearly 0% in weeks.
NOISE included onboarding and better navigation, increasing its average rating in the Apple Store from 1.5 to 3.3.
BLOCKS is available to purchase on ROLI.com, apple.com or physical Apple Stores worldwide. In Winter 2017 ROLI launched a revised BLOCKS product, the Lightpad Block M (LPM). With this new release, we wanted to build an exclusive experience for Apple Stores.
We developed a point of sale app for iOS devices to teach users how to operate the LPM by creating a short musical loop.
I was responsible for the delivery of UX and UI and managing the product with stakeholders: presenting updates, prioritising features, conducting usability testing...
After the positive result of the point of sale experience, ROLI decided to scale the concept to a standalone iOS app bespoke for the Lightpad Block M: ROLI PLAY.
From our previous sessions testing BLOCKS with users, it was clear that having limited musical knowledge could be a barrier to understand the possibilities BLOCKS has to offer.
In ROLI PLAY we combined the most expressive sounds from the ROLI sound palette with quick lessons on all key aspects of the BLOCKS expressive surface. You could create a shareable short musical piece in minutes after unboxing the Lightpad Block M.
ROLI PLAY was developed for iOS devices using React Native which posed a challenge with Bluetooth MIDI.
We moved quickly from sketches to wireframes to designs to code. The permanent point of sale station at our offices helped us for regular improptu user testing on new features.
After 2 months there was almost a 1:1 correlation between Lightpad Block M owners and ROLI PLAY downloads, with an average 80% of users completing the journey and sharing their creations. Also, almost a 30% of users downloaded NOISE linkning from the ROLI PLAY for more advanced music creation.
Innovation project funded by InnovateUK
TfL Innovation asked ustwo to help with their idea for a customer reporting app which lead to TfL Accelerate. This project was granted from Innovate UK and included as well TransportAPI as data governance experts.
With TfL Accelerate, users could report events to TfL and be updated on its progress. The location data generated by users, aggregated and anonymised, became an additional data stream for TfL to analyse.
Our assumptions from performing customer interviews, reading TfL documentation and mapping the current reporting journey consolidated into one hypothesis:
Customers are willing to provide their data, actively or passively, if it improves TfL's network and services.
This hypothesis informed a prototype validated with 10 participants which led to develop TfL Accelerate over the coming 12 months. TfL Accelerate was developed as an Android app. A platform providing TfL easier consumption and analysis of the data generated.
During the Product Development, we had regular user testing sessions every 2 weeks with 3-5 participants. Additionally to this, we also organised two focus groups to understand users' perception of TfL Accelerate.
TfL Accelerate concluded with a 2-week trial with 200 TfL employees which generated around 500 unique customer reports. Trial participants kept using the app to generate reports to TfL after the trial finished.
The anonymised location data helped to identify TfL assets and infrastructure for further analysis. TfL Accelerate gave absolute control to users of their location data generated.
1.5 million units in 6 months
Average ⭐⭐⭐⭐ rating
Senior Interaction Designer (Jun 2014 - Oct 2014)
Child Safety App and Browser is a parental control solution to manage the usage of hudl2 by children. Parents could also decide which web content and apps children could acces on the hudl2.
The first hudl sold 750.000 units in 2013. A popular tablet among young families due to its affordable price with half of its users being children.
We learned from extensive user research and data, ahead of releasing the next version. The Tesco team generated 200+ product ideas which crystalised into four different products:
When I joined the Child Safety team, we built the product backlog by story mapping the product. All teams had user testing sessions every month to guide us through the Product Development. Other highlights:
We used a Photoshop plug-in called Ink to share design specifications with developers (This was 2012 long before Zeplin was available). Only supported Pixel units and transforming to DP units added some time on top of sharing the spec.
I decided to reverse-engineer the plug-in (inside is a zipped folder) and alter the code to use DP units. Saving a few hours every week to all hudl2 designers and developers.
I shared the code with the Ink plug-in developer. A few months later the plug-in included support for DP units.
Tesco launched the hudl2 in Q3 2014 selling more than 1.5 million units in less than 1 year doubling numbers from its predecessor.
4-week design and development programme
Product Lead (Aug 2016 - Sep 2016)
What3words has divided the entire world in a grid of 3x3 meter squares. Each square is coded with a unique combination of three words. A coding system for location more human-friendly compared to GPS coordinates or any other alternative coding systems.
I worked as Product Lead with another Visual Designer. Responsible for engaging with stakholders, workshop facilitation, UX/UI design, prototyping and conduct user testing sessions.
We started with alignment workshops with key stakeholders, user testing sessions with what3words' mobile app (5 participants) and a what3words app heuristic evaluation.
A couple of iterations later we iterated on the branding, reduced controls on screen and streamlined the sharing journey. I prototyped this new version in Framer, using What3Words API and Mapbox API to mimic the real experience.
We tested this prototype with the original version of the mobile app with 5 participants. These concepts were highlighted by participants as more distinctive, functional and easier to use than the current mobile version of what3words.
Senior Interaction Designer (Dec 2014)
I joined the ustwo Barclaycard team as Senior Interaction Designer. Responsible for UX/UI design, prototyping, user testing analysis and workshop facilitation.
Barclays wanted to conceptualise how to translate their current mobile app experience to Tablet, understand the appetite from users for a tablet experience and identify the features expected for this new form factor.
We started the project by performing the following activities:
We compiled all our assumptions, defined the key user journeys for the tablet experience and filtered assumptions to two different hypotheses. Each one translated to a concept to test against credit card users.
Performing guerrilla user testing with 5 ustwo employees around the two concepts, we choose one to develop further. This concept was based on giving control to users around their finances by setting budgets, goals and notifying them.
To validate the concept at the end of the project, we ran an user testing session (10 participants) with Barclays' official user testing partner: Seren. With the insights from the testing and our learnings from the project, we produced a document outlining our recommendation to Barclays:
The cost & effort to deliver a bespoke tablet app might not generate an immediate benefit for either users or Barclays.
1st Canon iOS app launched in Apple Store
Whilst working at POSSIBLE, I joined the team for Canon EOS Explore, the 1st official Canon app on Apple and Google Play stores. An interactive magazine iPad app teaching photography concepts and how to use the Canon DSLR system: EOS.
Over 2 months we worked on interactive ways to teach basic photography concepts and relevant content about Canon and the EOS system. I performed guerrilla user testing sessions with POSSIBLE employees to guide the team during the product development.
1st responsive web solution for this market
Back in 2012, mobile gaming started to become popular and bwin.party decided it was their time to get into this new medium.
I was responsible for creating the template system to port the most popular game titles to mobile and tablet devices using web technologies.