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Alexandre McLeod Tel: (604)723-6830 Email: alexandre.mcleod.1@gmail.com


CURRICULUM VITAE


Alexandre

McLeod

STUDIES Certificate of User Experience Design Master of Architecture (M. Arch.)

2014-2016

Bachelor of Architecture (B. Sc. Arch.)

2011-2014

College Diploma - Economics and Management

2009-2010

Laval University School of Architecture, Quebec Laval University School of Architecture, Quebec

I am a Vancouver-based designer passionate about UX/UI design, graphic design, entrepreneurship and technology. My approach is tinted by my background in architecture, which primarily focuses on user-centered design, user experience, and empathy-driven design principles.

INTERESTS

UX/UI Design

Cégep de Chicoutimi, Saguenay

WORK EXPERIENCE

*Selected

Intern Architect

08.2016 - Present

Collaborator & Designer - Architecture book

06.2014 - 03.2016

McFarland Marceau Architects, Vancouver

Entrepreneurship

L’Architecte Jacques Plante, Quebec

Design assistant - Parametric facade

Architectural competition ‘‘Les 7 Doigts de la main’’ L’Architecte Jacques Plante, Quebec

Technology

01.2015

Research assistant - Temporary theatre

12.2013 - 05.2014

Naval Officer - Royal Canadian Navy

08.2011 - 01.2013

L’Architecte Jacques Plante, Quebec

Graphic Design

2018

University of Toronto - School of Continuing Studies

Canadian Armed Forces


INVOLVEMENT

TECHNICAL ABILITIES

Professional Membership

12.2018 - Present

Committee member - Fablab

09.2015 - 04.2016

Interaction Design Foundation Laval University School of Architecture, Quebec

Guest Speaker - 3D Modeling Tutorials

Laval University Faculty of Arts and Humanities, Quebec

03.2014

SCHOLARSHIPS Acknowledgement of Student Involvement

04.2015

Academic Excellence Scholarship

09.2011

Laval University Laval University

AWARDS AND RECOGNITION Vancouver Startup Week Hackathon 2017 - First Place Award

Vancouver Startup Week 2017 Team: Munene Kaumbutho, Pavlo Ponikarovskyi, Jonathen Thomsen

UBC Startup Weekend 2017 - 2nd Place & Social Impact Awards

UBC Startup Weekend 2017 Team: Josh Angle, Hana Robinson, Sophie Van Barr de Knegt, Lucy Zhang

09.2017

02.2017

3D modeling and 2D drawing : Autodesk AutoCAD Autodesk Maya Autodesk T-Splines Grasshopper Rhinoceros SketchUp Pro Vectorworks Prototyping : Adobe XD Sketch app Figma Coding: HTML CSS

LANGUAGES English French

Illustration and graphic design : Adobe Photoshop Adobe Illustrator Adobe InDesign Video Editing : Adobe After Effects Rendering : Artlantis Studio Maxwell SU Podium Digital fabrication : JobControl NetFabb ZPrint


PROJECTS


1 | Collectivers

2 | Easel

3 | Toronto Pearson

4 | Adcar

5 | Re-Leaf


COLLECTIVERS


Collectivers Personal Project (Founder) Collectivers is an online platform that facilitates meeting and collaborating with other people. It is aimed at young entrepreneurs who have an idea but are missing the resources or skill set required to bring their idea to life. Based on the principles of collectives, Collectivers wants to solve this problem by enabling anyone with a seed of an idea to meet like-minded people with the skills and shared interests needed to make their project a reality. Once a team has been formed, the platform offers tools to structure a work plan by defining goals and tasks on a project timeline. This ensures every team member knows what to do at each step toward the project’s final destination.


Design Process Research

Test

Qualitative research was conducted through informal interviews with the target audience to identify their needs and understand their challenges.

Test & Iterate

Prototypes were validated through informal usability testing. Channels identified in the business model canvas were used to reach potential users.

Design

Prototypes were developed based on user research and business objectives. The “Lean Canvas� was used to structure the business model.

User feedback was used to improve the prototypes and develop the final product. Additional usability testing sessions were conducted with potential users.

Launch

A minimum viable product (MVP) was created as a one-pager website to gather user feedback. The website included an explainer video and a mailing list subscription form.


User Persona ABOUT

KEY INFLUENCERS

Age 28

Timing Price

$50k

Services Community

High Tech Proficiency

Jacob Designer

Convenience

BIO

MOTIVATIONS

Jacob is a designer based in Toronto. He has been working for a few years as a freelancer and works on personal projects in parallel. He sees a lot of potential in his side projects, and would eventually like to turn them into a real business. Doing so would require the help of a developer and someone with business development skills.

Meeting people with complementary skills and common interests who are willing to work jointly on projects, starting a real business.

KEY ATTRIBUTES Jacob is an expert at design, but lacks coding and business skills. He recently started looking at online communities to find people who might want to collaborate with him. “I wish I knew someone who could help me in my projects.�

CORE NEEDS Communicate with potential collaborators, structure a work plan, maintain a continuous team workflow, get feedback to solve problems.

PAIN POINTS Finding people with shared interests and motivations, building trust with strangers, ensuring good team communication, keeping a high level of motivation and commitment within the team.


Concept 1

FORM A TEAM

2

SET GOALS AND TRACK PROGRESS

1

3

GET FEEDBACK

2

TECHNICAL

1

2

DESIGN

1

2

MANAGEMENT

Users can start a collective by creating a project page and listing the skills they are looking for. They can also search among the community’s members and invite those who share their passion and have the skills required. Members can also manifest their interest to join a team.

Users divide their project into phases, each with a set of milestones categorized by skill set (technical, design, and management). These milestones help to divide the work within the team and ensure everyone has a clear idea of what needs to be done.

At any point, a team can share its progress with the rest of the community to get feedback on the work being done. Team members may also seek help and advice from other Collectivers users if they face a challenge.


Journey Map STAGES

RESEARCH

CONSIDERATION

Develop the project idea

USER’S GOALS

Research potential collaborators Research: Online communities Blogs Google

KEY ACTIVITIES AND TASKS

Communicate with potential collaborators

Present the idea

Talk with friends

Send introductory messages

• Finding people with shared interests and complimentary skills;

Structure the project Launch the project

PROJECT Complete the project Coordinate team members

POST-PROJECT Improve the project Develop new ideas

Form a team

Attend local events: Meetups Hackathons Startup Weekends

• Turning an idea into a viable project;

CHALLENGES AND PAIN POINTS

Form a team

PLANIFICATION

• Communicating the project in terms that are easy to understand; • Convincing people to work on the project;

Set goals

Work on assigned tasks

Review the project

Assign tasks

Share documents

Share results with friends and community

Communicate with team members

Interact with team members

Communicate with potential new collaborators

• Grouping tasks logically;

• Keeping team members motivated;

• Ensuring team members can accomplish the assigned tasks;

• Maintaining a constant team workflow; • Finding ways to solve new problems;

• New requirements arising from the evolution of the project; • New opportunities requiring additional resources and skills;

• Building trust with strangers;

EMOTIONS

Excitement

“I attend many local tech events to meet like-minded people.”

KEY USER QUOTES

“I look at online communities to see how others are doing it.”

Insecurity

“I need to simplify my pitch so that others can understand the project in less than a minute.” “I don’t feel confident communicating my ideas to people I don’t know.”

Stress

“I hope my team members are qualified to perform these tasks.”

Motivation

“We need to move the project forward at a steady pace.” “I want my team members to be autonomous and reliable.”

Fulfillment

“We have accomplished a great deal and it seems that we can achieve even more.”


Wireframing LOGO

Search…

My Teams

MY TEAMS

JOIN

START

MESSAGES NOTIFICATIONS

ACCOUNT

Join

Start

Team #1

LOGO

Team #2

Team #3

Team #4

SOCIAL MEDIA ICONS

ABOUT | TERMS | PRIVACY | CONTACT

LOGO

Search…

My Teams

MY TEAMS

JOIN

START

MESSAGES NOTIFICATIONS

Collectives that may interest you

Join

Start

Browse

Search

Keywords

Keywords

Category

Choose…

Position

Technical

Location

Designer

Management

Search

LOGO

ABOUT | TERMS | PRIVACY | CONTACT

LOGO

Users’ dashboard allows to easily track the projects they’re part of, as well as to join or create new ones.

My Teams

Browse

Dashboard

SOCIAL MEDIA ICONS

Search…

My Teams

Join

JOIN

START

MESSAGES NOTIFICATIONS

ACCOUNT

Join

Start

Browse

Project Name

Project #1

Description

Project description

My Teams

A project summary shows the overall progress of the team. Users can then access the project’s page for more details.

My Teams

Team Members

Progress bar

Overall Progress

Project’s page

LOGO

ACCOUNT

MY TEAMS

LOGO

Users can search for projects looking for additional team members by using different filters such as keywords, location, and role.

SOCIAL MEDIA ICONS

ABOUT | TERMS | PRIVACY | CONTACT

Search…

MY TEAMS

JOIN

START

MESSAGES NOTIFICATIONS

My Teams

Project Photo

Choose File

Positions needed

Join

Start

Project Name

Project Name

Browse

Description

Project description

Category

Choose…

Keywords

Keywords

Design

Technical

Management

0

0

0

Location

Start

LOGO

ABOUT | TERMS | PRIVACY | CONTACT

SOCIAL MEDIA ICONS

ACCOUNT

Start

They can also start their own project by writing a brief description and specifying the number and type of positions required.


LOGO

Search…

MY TEAMS

JOIN

START

MESSAGES NOTIFICATIONS

ACCOUNT

Project #1 Team Info

Choose File

Goals

Messages

Settings

Project Name

Project #1

Description

Project description

Edit

Edit

Team Members Add Member

Design

LOGO

Technical

Management

Search…

MY TEAMS

Profile Info Basic Info

Competences

Notifications Settings Privacy Settings

Your Photo

Choose File

First Name

First Name

Last Name

Last Name

About You

Bio…

Country

Country

Location

Location

Email Address

Email Address

Highest Level of Education

Choose…

School Name

School Name

JOIN

START

MESSAGES NOTIFICATIONS

LOGO

The project page is where the user performs most actions such as adding new team members, tracking goals, and sending messages to the team.

SOCIAL MEDIA ICONS

ABOUT | TERMS | PRIVACY | CONTACT

LOGO

Project Page

Search…

User Profile

JOIN

START

MESSAGES NOTIFICATIONS

ACCOUNT

Project #1 Team Info

Goals

Phase Description

Description of the current phase. Add Goal

Goals

Messages Design

Technical

Management

Settings Design Goal #1

Design Goal #2

Progress bar Phase Progress

LOGO

ACCOUNT

MY TEAMS

Users create a profile containing information such as a short bio, a list of their skills, and their location so that other users can find them and send an invite to join their team.

Search…

MY TEAMS

JOIN

START

MESSAGES NOTIFICATIONS

Goal Description

Description of the current goal.

Tasks Goals

Messages

Settings

Task #1

Task #4

Task #2

Task #5

Task #3

Task #6

Add Task

Task #1 Description of the task. Files uploaded

file#1.pdf

file#2.jpg

file#3.svg

Progress bar Goal Progress

LOGO

ABOUT | TERMS | PRIVACY | CONTACT

ACCOUNT

Tasks

Tasks can be created and assigned to team members using the project timeline.

Project #1 Team Info

A project timeline allows users to divide their projects into phases, each containing sets of design, technical, and management goals.

SOCIAL MEDIA ICONS

ABOUT | TERMS | PRIVACY | CONTACT

LOGO

Goals

SOCIAL MEDIA ICONS


Prototyping Search…

LOG IN

SIGN UP

Home Page

Search…

Collectivers believes that meeting and working with like-minded people is a path leading to great achievements.

CHANGE THE WORLD. TOGETHER.

Collectivers makes it easy to meet and collaborate with other people in order to achieve real changes.

MY TEAMS

JOIN

START

JOIN

START

My Teams My Collectives

View All

Join

Start

Browse

SIGN UP HOW IT WORKS

ABOUT | TERMS | PRIVACY | CONTACT

© 2017 Collectivers Technologies Inc.

Start a collective by listing what skills are needed to achieve your idea. Search among the community members and invite those who share your passion and have the skill set required to make your project a pleasant journey. Members may also manifest their interest to join your team.

1

2

TECHNICAL Segment your project in phases and set goals for each skill category. These milestones help your team to have a clear idea of what needs to be done for the project to progress coherently. Each team member can add to this work plan to bring fresh ideas for the project.

1 1 MANAGEMENT

TECHNICAL Track the progress of each skill category to ensure every milestone is reached according to the work plan and within requested time. DESIGN

MANAGEMENT

Enjoy the journey, learn from your team and achieve your goals! You can get feedback from the community at any point to benefit you and your team in the success of your journey.

We believe meeting and working with same minded people is a path leading to great achievements. Collectivers facilitates this process from start to finish to bring your greatest ideas to reality. COMPLETE

© 2017 Collectivers Technologies Inc.

2

DESIGN

2

The platform aims to facilitate this process from start to finish to bring people’s greatest ideas to life.

Search…

MY TEAMS

My Teams My Collectives

View All

Join

Start

Browse

Project Name

Printustry

Description

A web market where designers sell their ready-to-print 3D models.

Team Members

ABOUT | TERMS | PRIVACY | CONTACT

Overall Progress

17%

Collective’s page

© 2017 Collectivers Technologies Inc.

ABOUT | TERMS | PRIVACY | CONTACT

Dashboard

The dashboard is a hub for users to manage their projects and teams. It also includes many search features that allow users to find projects that might interest them.


Search…

MY TEAMS

JOIN

START

Printustry

Team Info

Choose File

Goals

No file selected

Messages

Settings

Project Name

Project Page

Search…

The project page simplifies project and team management.

Printustry

2 Phase Description

JOIN

START

Add Goal

Messages Design

A web market where designers sell their ready-to-print 3D models.

Technical

Management

Settings

Edit

Create the UI for the website

Design dashboard for sponsors

Team Members Add Member

2

24%

Design

Technical

Phase Progress

Management

ABOUT | TERMS | PRIVACY | CONTACT

© 2017 Collectivers Technologies Inc.

ABOUT | TERMS | PRIVACY | CONTACT

© 2017 Collectivers Technologies Inc.

Search…

Search…

Printustry Team

Community

Team Info How is it going with the logo? I will need a 200 x 200 px png file for the header.

Goals

Done. See attachments.

Messages

Thanks, it looks great!

attachment: logo-HighRes.png

attachment: logo-200x200.png

Very nice! I think the overall image would look better if the background was red.

Settings Sure, let me try different options.

Type your message…

Send

© 2017 Collectivers Technologies Inc.

Add File

MY TEAMS

JOIN

START

Messages

Printustry

A chat feature allows team members to communicate with each other and seek advice from other Collectivers users.

Team Info

MY TEAMS

2 Goal Description

3

Create the UI for the website

Tasks Goals

Messages

Settings

Create logo

Design footer

Design landing page

Design dashboard

Design nav bar

Design product page

Design dashboard Create a dashboard that considers both buyers and sellers Files uploaded

Dashboard.ai

Seller-avatar.png

Buyer-avatar.png

83%

Goal Progress

No file selected

ABOUT | TERMS | PRIVACY | CONTACT

1

© 2017 Collectivers Technologies Inc.

ABOUT | TERMS | PRIVACY | CONTACT

Add Task

Goals & Tasks

The project timeline divides the project into smaller parts representing objectives and tasks that can be understood by all team members.

3

Create a prototype for the website

Goals

Goals

Printustry Edit

Description

1

Team Info

MY TEAMS

JOIN

START


EASEL


Job Title

Job Title

Languages

Languages

Awards

Awards

Publications

Publications

Website URL

Website URL

Social Medias

Save Changes

LOGO

ABOUT | TERMS | PRIVACY | CONTACT

SOCIAL MEDIA ICONS

Easel Course: Principles of UI and Visual Design Fall 2018 University of Toronto This project was part of an assignment for a course part of the Certificate in User Experience Design at the University of Toronto. The goal was to present a low-fidelity prototype for a new tablet app targeted at a large team of sales representatives. According to the requirements that were provided, “the goal of the app is to let sales reps to build simple yet powerful custom presentations out of a library of content such as video clips, images, and other assets on the go”. The prototype was developed by considering business needs and users’ requirements. In a second phase, the wireframes were enhanced to build a click-through prototype to show how users would interact with the product.


Design Process Ideate

Empathize

Test

Several ideas were generated to solve the problem identified in the previous phase. These ideas were used to develop a concept.

In addition to the user research data that was provided, a holistic approach to assessing users’ needs was followed using tools such as user personas and empathy mapping.

Define

Based on the business requirements and user data, a problem statement was formulated to guide the design work.

Wireframes were developed to a higher fidelity prototype (click-through prototype) based on the findings and feedback received.

Prototype

A low-fidelity prototype (wireframes) was created to illustrate the product idea and its information architecture.


User Persona ABOUT

KEY INFLUENCERS

Age 40

Ease-of-use Intuitiveness

$55k

Reliability Features

Medium Tech Proficiency

Samuel

Sales Representative “I want an all-in-one solution that can help me be more convincing and better prepared for my meetings with clients.”

Integration

BIO

MOTIVATIONS

Samuel started working as a sales representative 10 years ago. His job requires a lot of traveling and he can often be away from home for more than 2-3 days in a row. Traveling often requires that he uses his transit time to prepare his sales pitches. He is used to using paper documents for his presentations, and recently started using technology to make his pitches more effective.

Learn to use new tools that can help him in his sales job by being more convincing during his pitches, optimize his time by preparing his presentations during transit and waiting times.

KEY ATTRIBUTES Spends most of his time on the road visiting prospects and existing clients and having sales conversations with them. He covers relatively large areas across the country, so he often has to travel long distances. He is familiar enough with technology to use touch screen devices and apps, but isn’t comfortable dealing with complex settings.

CORE NEEDS Intuitive and easy-to-use app that enables to pull from a library of existing assets and put together slideshow-style presentations on the go, while in transit and in between sales meetings; an all-in-one solution to prepare and present slideshow-style presentations on a tablet.

PAIN POINTS Dealing with complex settings, afraid that a presentation may “crash” during a presentation with prospects or existing clients, having to use too many different apps to achieve his goals.


Concept Canvas

The application was inspired by the idea of a sketchbook that can be easily used by its users while on the go. The interaction with the interface is meant to be as easy as taking images or labels and sticking them on the pages. The pages are referred to as “canvas� as an analogy of being the medium that receives users’ imagination.

Easel

The name chosen for the application, Easel, follows the concept of developing a product that fulfills two fundamental functions: it is a toolbox giving the user the necessary tools to create a presentation, and also the medium to present the result of his/her work.


User Flows Home

Load existing project

Create new project

Insert text

Existing projects

Insert asset

Edit asset

Canvas Insert image

Edit asset

Insert video

Share project

Insert pdf

Legend New screen Export presentation

Play presentation

Modal dialog window


Wireframing Home Logo

What do you want to do?

<button>

<button>

Create new project

Edit existing project

Back to Home

Project Title

Export

Canvas

Play

Text

Canvas

Image

Video

PDF Delete Page

Timeline

Edit Project

From the Home screen, users can choose to create a new project file or to load and edit an existing project.

Add Page Edit

Users can insert assets on the canvas using the toolbar. They can also add, delete, and scroll through all pages of their current project by using the timeline below the canvas.

Users can load an existing project by selecting it from a vertical scroll menu.

Logo

Select a project to edit <button>

<button>

<button>

Project title

Project title

Project title

<button>

<button>

<button>

Project title

Project title

Project title

Back to Home

Project Title

Export

Text

Users can insert preformatted text.

Play

Insert text Text

Canvas

Title Image Subtitle

Video

Paragraph Delete Page

Timeline

Insert

PDF Add Page Edit


Back to Home

Project Title

Export

Image

Play

Insert image Search

Text

Canvas Image01.jpg

preview

Image

Image02.jpg

Video

Image01.jpg Image03.jpg Delete Page

Image04.jpg

dimensions: 250 x 190 PDF Add Page Insert

Timeline

Edit

Back to Home

Project Title

Export

PDF

Play

Insert PDF Search

Text

Canvas file01.pdf

preview

file02.pdf

Users can browse through the library of assets using the search tool or the vertical scroll menu. Assets can be previewed before being inserted on the canvas.

Image

PDFs can be inserted on the canvas using an interface similar to the "Image" modal window.

Back to Home

Delete Page

file04.pdf

Timeline

file01.pdf Add Page Insert

Export

Insert video Text

Canvas Video01.mp4

Video03.mp4 Delete Page

preview

Image

Video01.mp4

Video

Video02.mp4

Video04.mp4

Timeline

dimensions: 3360 x 2100 duration: 2:36

Videos can be inserted on the canvas using an interface similar to the "Image" modal window.

PDF

Add Page Insert Edit

Back to Home

Project Title

Export

Edit

Play

Asset name Size Video

0 px

0 px

Width

Height

Video Start

Text

Image

0 sec. Video End

Canvas

Video

0 sec. PDF

PDF Delete Page

Edit

Video

Play

Search

Video file03.pdf

Project Title

Timeline

Add Page

Delete Asset

Edit

Users can edit an asset by clicking on it on the canvas. The asset’s properties can then be edited using the menu to the right.


Prototyping

Home

Project Title

Export

Play

Text

What do you want to do?

Image

Video

Create new project

Edit existing project

PDF

Edit

| Home

| Canvas


Project Title

Home

Export

Play

Home

Project Title

Export

Insert video

Sales-01.mp4

Searchâ&#x20AC;¦

Size

Text

Image

Sales-01.mp4 Sales-02.mp4

1080 px

Width

Height

Video Start

dimensions: 1920 x 1080 duration: 7:39

Video End

Video

Text

Image

Video

7:39

PDF

PDF

Insert

Delete Asset

Edit

| Insert asset

1920 px

0:00

Sales-01.mp4 Sales-03.mp4 Sales-04.mp4

Play

| Edit asset

Edit


TORONTO PEARSON


Toronto Pearson Course: UX Research and Design Validation Summer 2018 University of Toronto This project was also completed as part of a course for the Certificate in User Experience Design at the University of Toronto. The goal was to conduct usability testing on the desktop version of Toronto International Airport website, analyze the data and report the results. Prior to the usability testing phase, research was conducted through user interviews to gain a better understanding of their experience with air travel. Tools such as a metrics collection protocol were subsequently developed to record answers, observations, and other metrics during usability testing. After meeting with the participants and facilitating the testing sessions, a report with recommendations for improving the website was produced.


Research Process Objectives

Methods

Research objectives were defined to identify questions requiring answer, knowledge gaps about the users, and learning goals.

Synthesis

Research methods were selected and metrics were defined, which included preparing a Metrics Collection Protocol.

Hypotheses

Assumptions about the users were formulated to help select the appropriate research methods to achieve the identified objectives.

Results were analyzed to see if the research objectives were met, confirm or refute the hypotheses, and develop recommendations for improving the website.

Conduct

Usability testing sessions were conducted to gather qualitative and quantitative data.


User Personas Rachelle

Michael

BIO

BIO

Rachelle is an active mom of two children. She travels once a year with the entire family and plans her trip far in advance. She is more likely to travel abroad to exotic locations or European countries.

Michael is originally from Montreal, but moved to Toronto two years ago for work. Many of his clients and friends are still in his hometown, so he often has to travel there to meet them. He takes the plane about once a month.

Teacher

Lawyer

User Stories 1

Michael is going to the airport to pick up a friend visiting from Los Angeles, California. He remembers she mentioned that she’d be arriving this evening via an Air Canada flight, but doesn’t know the flight number, arrival terminal, or the time of arrival. Pain point: find information about departures/arrivals.

2

Rachelle will be flying out of Toronto airport in a few days, on vacation to Mexico. She’d be gone for a week, and plans to park her car at one of the long-term parking areas at the airport.

Pain point: find information about parking options.

3

Immediately after Rachelle took off, she realized she forgot her cellphone in the waiting area at the gate. An airline staff advised her to – upon reaching her destination - go to the airport website to get more info about ‘lost and found’ items. Pain point: report a lost item.


User Research 1

QUESTIONS

SELECT PARTICIPANTS

Prior to the usability testing phase, user research was conducted to better understand their needs and requirements. Participants were chosen to have a diversity of age, gender, and travel experience.

2

INTERVIEW PARTICIPANTS

The interviews were mostly unstructured and informal. A set of questions was prepared for reference. Follow-up questions were asked as participants formulated responses to probe deeper into their air-travel experience.

3

JOURNEY MAPPING

Participants’ answers were used to create a journey map of a typical air-travel experience. Companies could use the data collected to identify opportunities to address travelers’ pain points with new or improved offerings.

5

How do you prepare for traveling?

Name:

Gender:

Age:

Occupation:

Income:

6

Contact Info: How do you get to the airport?

1

How often do you travel?

2

What are your reasons for traveling?

3

How do you plan your trip?

4

What do you do after you arrive at destination? How do you buy your plane tickets?

7

What do you do when you arrive at the airport?

8

9

AIR TRAVEL EXPERIENCE | USER RESEARCH AIR TRAVEL EXPERIENCE | USER RESEARCH

PAGE 1 OF 4

PAGE 2 OF 4


Journey Map STAGES

RESEARCH & PLANIFICATION

SHOPPING & BOOKING

Research destinations

TRAVELER’S GOALS

KEY ACTIVITIES AND TASKS

Shop for the best deal

Choose a destination & places to visit

Buy tickets

Research: Online reviews Blogs Google

Book hotels / hostels

Talk with friends

Book plane tickets

Choose destination

Choose dates

Choose a range of possible dates

kayak.com expedia.ca

EMOTIONS

• Looking at bad reviews creates insecurity and discouragement;

KEY USER QUOTES

“I want to make sure nothing has been forgotten.”

Prepare baggage & last details

Prepare for flight

Select items to bring

Meet friends at airport (If traveling in group)

Shop missing items (e.g. small liquid containers)

Check-in & Pass Security

Prepare baggage (~1 day before flight)

Go to the departure gate / private lounge Go shopping, eat, talk with friends

Online check-in

Boarding

• Tickets with best prices often are late night flights or have stopover(s);

• Preparation is time consuming;

• Locate departure gate;

• Pay extra baggage fee;

• Unsure when to buy plane tickets/all-inclusive vacation package as prices may vary over time;

• Pay extra fee to select seat in advance (with certain airlines);

• Not enough variety in places to eat;

Excitement

“Planning the trip is the best part of my travel experience. I just love talking about travel.”

Get to the departure gate

Look at reminders (sent by airline or friends)

Someone else plans the entire trip (friend or office admin)

CHALLENGES AND PAIN POINTS

PRE-FLIGHT

Shop items needed for traveling

Compare prices

OR

• Afraid that something may have been forgotten (especially if the trip was planned by someone else);

PREPARATION

• Waiting for too long;

Stress

“I prefer buying from airlines I have experience with and that I trust.”

• Directions not clear enough;

“I pack as light as possible to avoid paying any extra fee.” “I start preparing a week before my trip.”

Relief

“I prefer interacting with real humans than doing everything online.” “It’s important to be able to orient myself in the airport and locate my departure gate at all times.”

FLIGHT

POST-FLIGHT

Enjoy the flight experience

Get out of the airport Relax

Look at included services (food & alcohol)

Wait for baggage

Order services (food & alcohol)

Get out of the airport

Relax (read, sleep, or watch videos)

Go to the Hotel & Relax / Work

• Hates paying extra fees for services during flight; • Food isn’t good and doesn’t satiate enough; • Not being reassured enough (by flight attendants);

Insecurity

• Baggage lost; • People picking up the wrong baggage; • Hotel room not prepared on arrival;

Calmness

“I want to be reassured that everything is going as planned.”

“I want to leave the airport as quickly as possible.”

“A good sense of humour from flight attendants and pilots has a big impact on how I feel during the flight.”

“My vacation starts as soon as I get out of the plane.”


Usability Testing Task 2: Using www.

Usability Testing 60 minutes sessions were scheduled for each participant to give enough time to go through the tasks and gather qualitative feedback from follow-up questions. During usability testing, participants’ answers were recorded by following a “Metric Collection Protocol”.

out if you would have free Wi-Fi service at the airport.

METRIC COLLECTION PROTOCOL

Satisfaction (scale of 1-5, 5

PARTICIPANT #1 Scenario 1: A friend of yours is visiting Canada from Los Angeles, California, and you are going to Pearson International airport to pick her up. You remember she mentioned that she’d be arriving this evening via an Air Canada

Follow-up questions/ responses

Completion %

Time taken

Notes / Observations

Tasks 1: Using www.

Benchmark: N/A Actual: 100%

Benchmark: N/A Actual: 0:47

Used the “Flight Search” feature on the home page.

Follow-up questions/ responses

3.

4.

5.

Q 1. How would you describe your experience of using the website to complete this task? Answer: Quite easy.

Q 4. Was there anything on the website that helped you accomplish this task? Answer: “While You’re Here” seemed like an obvious menu to look for airport services. Q 5. What could have made your task easier to accomplish? Answer: page; reduce the amount of text on the Free Wi-Fi page.

1.

2.

3.

4.

5.

Q 1. How would you describe your experience of using the website to complete this task? Answer:

Additional probes/ responses:

Scenario 2: for a week. You plan to park your car at one of the long-term parking areas at the airport.

Q 3. Were there any ambiguities during this task? Answer: None. Q 4. Was there anything on the website that helped you accomplish this task? Answer: Hints inside the search box suggested to search by airline or location. Q 5. What could have made your task easier to accomplish? Answer: Make sorting options inside the “Flight Schedules” table more obvious. Q 6. Could you look at the home page again and tell me your thoughts about the “Flight Search” feature? Answer:

Tasks

Completion %

Time taken

Notes / Observations

Tasks 1: Using www.

Benchmark: N/A Actual: 100%

Benchmark: N/A Actual: 1:46

Used the “More about parking options and rates” link, looked at the comparison table, and then validated his choice by using the “Park & Save” search feature.

out your parking options, and what will be the most economical one.

Satisfaction (scale of 1-5, 5

Q 7. What are your thoughts about the search functionalities? Answer: Very clear, except for sorting search results.

ASSIGNMENT 02 | ALEXANDRE MCLEOD

Q 6. Answer: Another drop-down menu labeled as “Services”. Q 7. What are your thoughts about the layout of the content? Answer: what’s important.

Q 2. Answer: Wasn’t sure how the results were sorted after the search was made.

Additional probes/ responses:

2.

Used the “While You’re Here” menu / “Airport Services”.

Q 3. Were there any ambiguities during this task? Answer: Wasn’t sure if some conditions applied to be able to enjoy free Wi-Fi at the airport because there was too much text around it.

Tasks

Satisfaction (scale of 1-5, 5

1.

Benchmark: N/A Actual: 1:03

Q 2. Answer: Read a lot of text.

plan. You have a laptop connected to your work Wi-Fi, but you are in a hurry – you need to set out for the airport

number, terminal, arrival status) for your friend’s

Benchmark: N/A Actual: 100%

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1.

ASSIGNMENT 02 | ALEXANDRE MCLEOD

2.

3.

4.

5.

PAGE 13 OF 25


Analysis The following table maps the key issues discovered during usability testing to their corresponding user interface element, and recommends a solution for each of them: #

1

Issue Description

Where

Type / Code(s)

Experienced by participants

Severity

User Comments

Insights / Solutions

Tables don’t give “Flight Schedules” page. information.

Information 2 architecture (Participants / missing #1, 3) functionality.

2- Medium

2

Some sections of content aren’t placed in the appropriate category.

“Free WiFi” under “Shop and Dine”.

Information 2 architecture (Participants / categori#2, 3) zation.

3- Low

3

Text on some pages isn’t clear or summarized enough.

“Free WiFi” page.

Content strategy.

3 (Participants #1, 2, 3)

1- High

“I wasn’t sure if “Free Wi-Fi” was

4

Important information in tables doesn’t stand out enough.

“Parking” Table.

Content strategy.

2 (Participants #1, 3)

2- Medium

“I think I found the most economical one, but I’d have to do a bunch of reading to learn more.”

Use bold fonts, bigger font size, and colors to emphasize important text.

5

Images that include a callto-action button aren’t visually clear enough to be understood by users.

“park & save” image on home page.

Visual design.

3 (Participants #1, 2, 3)

1- High

“I like to know where I have to click immediately”.

Design images with no text, and locate them close to a separate and clear call-to-action button.

Top and Sections of the navigation menu bottom aren’t labeled menu. properly to give users enough information about their content.

Information 3 architecture (Participants / labeling. #1, 2, 3)

1- High

“I had to use FAQs, which I

Relabel menus based on a card sorting research activity with users.

Call-to-action buttons don’t stand out enough from the rest of the page.

Visual design.

3- Low

6

7

“I had 394 search results. That’s too many.”

the information here, I’ll use the search bar”.

airport.”

“File Report” button on “Report Lost Item(s)” page.

ASSIGNMENT 02 | ALEXANDRE MCLEOD

1 (Participant #1)

through a back door. This means your website isn’t very good.” “There isn’t enough contrast between the button and the rest of the page.”

Add additional options.

Relocate information based on a card sorting research activity with users.

Analysis

RECOMMENDATIONS The following images are screenshots of the current website, and highlights where usability issues were discovered during usability testing. They also include recommendations for improving the website. Problem 1:

Users complained about not having

Summarize text / use bold fonts, bigger font size, and colors to emphasize important text.

Users were intimidated by the number of search results. Recommendation: search options. For example, a “Filter” button could be included next to the “Search” button,

Problem 2: Some sections of content aren’t placed in the appropriate category.

Users thought some information were placed in the wrong category.

Increase contrast between buttons and page, and/or increase buttons size.

Recommendation: Information could be relocated after a card sorting research activity, which

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ASSIGNMENT 02 | ALEXANDRE MCLEOD

PAGE 8 OF 25

Key issues discovered during usability testing were mapped to their corresponding user interface element in a table. These issues were further highlighted by using screenshots of the website. The quantitative and qualitative data collected were used to develop recommendations to improve the website.


ADCAR


Adcar VSW Hackathon 2017 First Place Award Team: Munene Kaumbutho | Pavlo Ponikarovskyi | Jonathen Thomsen AdCar wants to make free transportation a reality. To accomplish this vision, our team combined both digital advertising and cab industries together. AdCar is an alternative payment method letting customers enjoy a discounted (and eventually free) ride by watching targeted ads during their trip. The key difference is the ability to take an action on the ad, compared to traditional pay per impressions marketing in the transportation industry. The cost of the advertising offsets the partial (and then full) cost of the cab ride. Taxi companies also get a share of the advertisement revenue when a customer selects AdCar as the payment method. Everyone wins! Customers enjoy free or discounted transportation, cab services get more income, and advertisers get another platform for their campaigns.


Design Process Problem

The problem that the product was trying to solve was clearly defined to ensure that all team members were on the same page.

Assumptions

Test

Hypotheses

User feedback was gathered from marketers and potential users to validate or invalidate the team's assumptions.

Hypotheses on how the product could solve the defined problem were formulated, and key performance indicators (KPIs) were identified to measure its success.

Assumptions about target users, user needs and business goals were made to guide research and design by giving the team a better idea of what needs to be validated.

Prototype

A minimum viable product (MVP) was created to test and gather feedback.


Empathy Map SAYS

THINKS “I don’t mind the ads if my trip is free.” “This ad takes too much time.”

“I don’t want to be overwhelmed by ads during the entire trip.”

“I want something very simple to use.”

“I don’t want to feel like I’m wasting my time.”

“I don’t want this to interfere with my conversations if I’m with a friend in a cab.”

“I want to be entertained and watch something relevant.”

DOES

FEELS Skips irrelevant ads;

Excited;

Stops when he feels he has watched enough;

Overwhelmed;

Interacts with ads that match his needs; Closes the app when he wants to rest.

Annoyed; Pleased.


Concept 1

ORDER A CAB

2

CHOOSE ADCAR AS PAYMENT METHOD

3

WATCH RELEVANT ADS

PAYMENT METHODS

ADCAR

REG PRICE

FREE

CAD$12.00

REQUEST ADCAR

Users order a cab using the application of any local taxi company with which they are already familiar. AdCar could also eventually be integrated with existing ride-hailing platforms.

When users are prompted to select a payment method, they can choose to pay the regular price or select AdCar for a discounted ride.

4

ENJOY YOUR FREE RIDE!

Advertisements presented to users are targeted based on the data collected via their profile on the platform. Price reduction depends on how long users watch ads during their trip.


Integration Call to action buttons are integrated with other apps (e.g. Calendar) to increase user engagement.

Advertisements displayed are based on user preferences and data collected through the app.


Prototyping

AdCar

AdCar

AdCar

How it works

PAYMENT METHODS

WE HOPE YOU ENJOYED YOUR RIDE!

BLACK PANTHER IN THEATRES NOVEMBER 3

FREE RIDES FOR ALL

Start button synchronised with a tablet located on the vehicle’s dashboard.

PRESS TO START YOUR FREE RIDE

Home

After AdCar has been selected as the payment method, users are directed to the application’s home screen.

SET A REMINDER BUY TICKETS SKIP AD

Call to action buttons Users can skip an ad at any time.

TOTAL TIME: 5:04:37

TOTAL COST: 0.00$

OPEN MAP

Advertisement

Every advertisement shown on the tablet is synchronised with a landing page on the user’s cellphone.

Open map to track your ride progress.

BACK TO MENU

Summary

The cost of each trip varies depending on how much time users spend watching advertisements.


Marketers can monitor the progress and effectiveness of their campaign by tracking user interactions.

Advertising campaigns are managed through a marketing dashboard.

User interactions are monitored over time, allowing marketers to determine when their campaign is most effective.


RE-LEAF


Re-Leaf UBC Startup Weekend 2017 Second Place and Social Impact Awards Team: Josh Angle | Hana Robinson | Sophie Van Barr de Knegt | Lucy Zhang Re-Leaf is a plant pot and soil that contain a specifically engineered bacteria allowing for absorption of CO2 and methane. It provides an aesthetically pleasing and effortless way to reduce greenhouse gas emissions for millennials who are looking to fight global warming. According to a survey done by our team, 90% of millennials feel responsible for global warming and want an opportunity to fight it. However, alternatives such as recycling or installing solar panels are expensive, time-consuming, and difficult to track in terms of the impact they are creating. Re-Leaf gives the customer an opportunity to fight global warming effortlessly and elegantly.


Design Process Build

A first prototype of the product was designed, 3D modelled and digitally rendered to present the concept to potential early adopters.

Learn

Data collected was used to iterate and come up with new ideas to improve the product.

Measure

Qualitative and quantitative data were collected through in-person interviews and online surveys. Prototypes were shown to potential customers for validation.


Empathy Map SAYS

THINKS “I don’t know what my impact is on global warming.”

“I don’t think I can do much against global warming by myself.”

“I’m already doing my best to help by recycling.”

“Fighting global warming requires too much effort.”

“Our society needs to take more action to combat climate change.”

“There’s no simple solution to climate change.”

DOES

FEELS Recycles;

Guilt;

Composts;

Powerless;

Buys organic food and green alternatives;

Frustrated;

Eats vegan.

Enthusiastic.


Concept 1

ABSORB

2

3

FILTER

METHANE

RELEASE

CLEANER AIR METHANE

METHANE

METHANE

METHANE

METHANE

Methane and CO2 contained in the air are absorbed by the soil.

Biotechnically engineered bacterias transform the greenhouse gases into water and methanol.

The cleansed air is released into the atmosphere.


re le af Save the planet effortlessly


Prototyping

TRACK YOUR IMPACT:

GET MY RE-LEAF

Choose a size

1

Choose a color

2

Choose a seed

3

Save the planet!

4

Track your impact

X 0.14

X 334 KM

X 91 DAYS

Through a website, consumers would be able to customize their own Re-Leaf by choosing between two choices of format (1 Litre or 2 Litres), colors (white or black) and seeds (herbs or succulents) that they can subsequently plant in the plant pot. Each Re-Leaf would contain a serial number the consumer could enter online to see how many litres of air the plant pot has cleaned so far, and what that is equivalent to in terms of e.g. cows or car emissions.

5


Value Proposition Affordable

Effortless

Effective

Elegant


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Profile for Alexandre Mcleod

Alexandre McLeod | Portfolio  

UX/UI design portfolio.

Alexandre McLeod | Portfolio  

UX/UI design portfolio.

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