Transforming Auto Sales

Transforming Auto Sales

What are the biggest challenges in the automotive sales journey? How do you create the right tool for the sales team that results in not only an increases in sales but also provides a great experience? As part of the Customer Experience team at M&M Auto division, I lead the UI/UX efforts in enabling digital experiences for our Customers and Partner Community. Currently, I am engaged in a large scale digital transformation project spanning multiple auto segments and divisions across the company. To learn more about my work in CX at M&M, please get in touch.

UX for Neuroanalysis

UX for Neuroanalysis

SPARK Neuro, a neuroanalytics company engaged in testing and analyzing neural reactions to quantify viewers's attention & emotion towards visual content. Currently being used to test advertising & entertainment content for clients including Netflix, Hulu, FedEx, Walmart, Paramount pictures etc., this technology has far reaching applications in defense and medicine. In my role as UX Designer at Spark, I led the UX process for development of the proprietary Testing software. My primary activities included user research, data visualization, product roadmap, agile ux system design & development and user testing. This project is currently under NDA. Please contact me directly to learn more about my process & work in this project. 

SPARKNeuro

SPARKNeuro

SPARK Neuro is a neuroanalytics company that measures attention & emotion to optimize advertising & entertainment content. SPARK has helped industry leaders like Netflix, Hulu, Paramount Pictures as well as Fortune 500 companies like FedEx, Walmart & Barclays improve their content & refine their advertising strategy.  The challenge There was a critical need to communicate SPARK Neuro's capabilities and impact to both investors and potential clients. The Spark website failed in some key areas with respect to the needs of the company.  The solution I started with evaluating the existing Spark website to understand the user pain points and concerns. I also conducted extensive research internally to understand the needs of the organization. A few key focus areas emerged from my research & evaluation: • People did not understand 'Neuroanalytics' or what SPARK Neuro does. There was a critical need to be as transparent as possible to help visitors to the site walk away with a clear understanding of this domain & their work.  • There was a need to establish a clear brand voice for SPARK Neuro that would reflect across all communication & content that would be put out on the web. A clear, consistent and unique brand experience will help visitors to the site understand SPARK Neuro's work & approach and establish credibility for the organization in the advertising research industry.  • SPARK Neuro is a pioneer of Neuroanalytics in the field of Ad Research. The company has developed proprietary algorithms that allow them to evaluate viewer attention & emotion with a high degree of accuracy. This has enabled them to share critical insights into consumer behavior and purchasing decisions. As the leader in this growing domain, SPARK Neuro aims to be an educator, sharing valuable research and case studies on neuroanalytics methodologies and hypothesis. As a result, SPARK Neuro needed a dynamic platform that will serve as the focal point of various types of content from case studies and test videos, to self produced webinars on Neuroanalytics.  The impact The website design and development process was under tremendous pressure to deliver results as fast as possible. The website was launched in 4 weeks and has had increased traffic and positive impact on brand recognition for SPARK Neuro. The website has also enabled the marketing team to produce original content including Webinars & Lunch n Learns to drive visitors and potential clients to learn more about neuroanalytics & SPARK Neuro's work.  

Mental Health for Veterans

Mental Health for Veterans

Treatment Works For Vets is an initiative by EDC, a non-profit mental health group and Veteran Affairs for the education of Veterans, their family, and the community about proven mental health treatments. This site serves as a tool for Veterans to understand their symptoms and learn about treatments available to them for mental health conditions including Insomnia and Depression. It also serves as a resources for mental health professionals and clinicians who are interested in learning more about the proven Behavioral Therapies discussed in this site.  As a UI/UX designer, I worked on creating a user experience that is both delightful and informative. One of the key challenges in this regard was to find a balance between serving an educational purpose while being able to connect with our core audience in a non-intimidating manner.

Connect Up

Connect Up

Recently, I have been looking for my next role in UX or Product Design. My job search has involved many aspects including Networking, Resume writing, Portfolio building, and Connecting with recruiters, hiring managers, career coaches, and other designers to seek out potential opportunities & advice. I conducted a design sprint to identify top areas in job seeking that require work. My goal was to apply my design thinking & problem solving skills in solving the UX of job seeking in today's current market.

Walk

Walk

The challenge Reimagine the use of the step counting data on iOS.  iOS devices carry the powerful M7 chip that tracks the user's step data. This data is nuanced and is very useful in creating lifestyle apps including walking and health apps. I partnered with a fellow student to create a visualization based app that provided a meaningful interpretation of the user's step data.  The solutionI worked with a fellow designer to identify the goals and motivations of a typical user in order to understand their need. There are a number of apps that track and record the number of steps taken as well as the distance walked in a given time period. However, in order to make use of this data, the user needs to be able to contextualize his/her progress. Hence, there was need to depict the distance data in a visual, easy to interpret way.  As part of the wireframing & prototyping process, I worked on creating the user flow of the login & profile set up of the app. I also worked on developing a prototype of the data visualization of user data.  How it works Through location tracking, the app tracks the user's movement in the last 8 hours. This data is then interpreted as the distance walked per hour which is represented visually through a coxcomb chart. The project presented various challenges, particularly in visualizing the data in a meaningful way that is easy to understand. The UI was also an important aspect of this project.

Untitled Monument

Untitled Monument

Unnamed Monument is a series of immersive built environments showcasing historical monuments around the world destroyed in conflict. The Unnamed Monument revisits a series of historical monuments and spaces that are a testament to human endeavor. These monuments represent the countless ‘Unnamed Monuments’ around the world that have been lost to modern conflict. The impetus for this work arose from thoughts on the significance and role of shared history in the modern century.  Today, many parts of the middle east are embroiled in civil war. Nations like Syria and Afghanistan are grappling with debilitating military conflicts. As sites of thousands of years of human civilization, these nations are home to many critically important world heritage monuments. Unfortunately, the intense hostilities in the region has led to the destruction of many such sites.  In the face of such destruction, how can we preserve our collective history? How can tangible pieces of our evolution be carried through their demise? My work seeks to answer this question through an immersive experience surrounding some of this lost heritage. This is a documentation of my thesis work for my MFA Design & Technology program at Parsons. Learn more about my process on my blog here.