david carruthers' portfolio

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David Carruthers Product Manager / UX Designer 07793 555 482 [email protected] http://uk.linkedin.com/in/dcarruthers

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Page 1: David Carruthers' portfolio

David CarruthersProduct Manager / UX Designer

07793 555 [email protected]://uk.linkedin.com/in/dcarruthers

Page 2: David Carruthers' portfolio

About meCurrently product managing 2 startups to launch

ExperienceI'm an e-commerce & conversion focussed head of UX/Product manager.

I spent 8 years’ agency-side leading UX with major corporate clients. Including: Waitrose, NatWest, Travelodge, Game, Royal Navy

The last 4 years I have been client-side, managing UX & product ownership of www.glassesdirect.co.uk

Since leaving Glasses Direct I've been product managing 2 very different startups to get them both to initial launch stage using Lean techniques, responsible for the UX of them both.

ApproachMy approach has 3 main sides. 1) Data - I love analytics, research and data, can happily get my hands dirty with spreadsheets, user interviews or other research2) Sketching - I try to burn through a large number of ideas with paper and pencil to test various solutions & ideas before finalising & documenting3) Collaboration - Whether teasing out requirements from stakeholders, or throwing ideas around with developers & designers I'm keen to talk

Of the sites that I have led the UX on:1 has won an econsultancy award for innovation in ecommerce1 has won a Interactive media council award2 have been nominated for BIMAs1 has been shortlisted for a Revolution awardAll have made lots of money for my clients/employers

Page 3: David Carruthers' portfolio

Potted History

2000-2005Oyster partners (now LBi)

Cut my teeth with some of the smartest people in the industry as Information Architect & UX

Clients include: Intelligent Finance BT Wholesale.comB-2-B BT.comNMRothschilds.com FPDSavills.com

2005-2008 Twentysix London

Headed up IA/UX team & led UX on:

Travelodge - 30% increase in conversion, £300m turnoverWaitrose.com - BIMA & Revolution nominated, IMA winnerRoyal Navy Careers - BIMA nominatedNatWest.com & Game.co.uk

2008-2011 Glasses Direct

UX manager/lead and Product manager

Basket value doubledRevenue per visitor increased by 50%

E-consultancy award winning site - innovation in ecommerce

Requirements gathering & commercial prioritisationUX designRunning A/B tests & MVTUser researchMental ModelsAgile development team

2011-present2 startups

Responsible for UX & product managment

UX design

Lean startup techniques

Feature prioritisation

Page 4: David Carruthers' portfolio

Current work - GameShow: WebGameShow is a VC angel backed startup. Created by a high profile UK entrepreneur, it should be launched within Q1 of 2012.

ChallengeCreate a product that is compelling, with social engagement as an essential part of gameplay.Create everything necessary in a very short time period with limited budget.

My involvementResponsible for the entire UX for HTML5 game & mobile app Helped shape the idea & brandManaged the designerCreated interactive prototype (web & mobile)Created stories, scope & spec for developers

I'm still involved as the product continues to grow and evolve

Initial sketch ideas Refined sketch ideas

Interactive wireframes Finalised design & interactive prototype

Screens from Mobile scamp prototype:

Page 5: David Carruthers' portfolio

Glasses Direct - Mental model"A company that has shaken the comfortable world of opticians by creating an online system to drive down the price of prescription glasses" - Times Online

ChallengeTo find a way of gathering together all the research and understanding we have about a customer that will help us understand their needs, and plan strategically

My involvementCollate all existing user research (about 30 documents)Run user interviews & telephone interviewsRun workshops internally to gather tasksInterpret data and create final model

ResultA model that clearly exposed which areas of the customer experience were not being addressed, where we should focus. Referenced by CEO and influenced development plans. Also useful for new starters to explain mindset of customers.

Mental model detail

Entire mental model

Interview summary

Page 6: David Carruthers' portfolio

Glasses Direct - Home TrialChallengeTo allow customers to try on frames at home to check what suits them before making a purchase decision.Create flow that allows selection of multiple high value products to be tried at home for little or no money and returned to us. There was no other system like it online then, or now.

My involvementDefinition of the online user experience & correct implementation.Wireframes, overseeing design, collaboration with developers for implementation. Email/reminder schedule. Over time, responsible for design of packaging and boxes as well.

ResultA world online first (I believe) multiple high value products being sent out for free and returned whilst retaining credit card details. 80% of frames sold over £70 on GD are now bought via home trial.Enabled a significant uplift in Average basket value.Allowed a shift in product range to higher value brands.Significant differentiator in the market & powerful marketing message.

2010/11

Page 7: David Carruthers' portfolio

Glasses Direct - Other activitiesSite evolutionManaged the site through a number of brand shifts. Each time trying to combine aesthetic changes with usability improvements

Style FinderI specified a very basic tool to help people find the right glasses for them on the site, minimal functionality to test the idea.

15% of all revenue on the site now comes via people using the style finder, who convert 20% better than the norm

ShortlistingAn essential piece of functionality for our sector that had been way too long coming. I specified the UX and the stories for the development team.

20% of all revenue comes via people using the functionality at a 10% higher ABV, and 250% better conversion rate than average users

A/B and split testingUsed 2 MVT companies, 1 paid tool and google for split and MVT testing during my time at GD. I'm now a huge believer and very experienced in the use of it.

Page 8: David Carruthers' portfolio

Travelodge - OverviewChallengeCompletely overhaul the travelodge.co.uk website, which turned over £300 million/ year. Get customers to engage with it and convert at a higher rate.

My involvementWorking with a planner and commissioning ethnographic research we worked hard to create a more compelling reason to use travelodge, then simplified the journeys whilst providing much more information about their stay. I was responsible for the UX with all the standard deliverables. Sitemaps, journeys, wireframes etc.I created clickable prototypes to be tested externally. Working closely with the designer we created a much slicker journey and displayed much more appropriate information at the right time.

ResultPost launch the site saw a 30% increase in conversion. The project paid for itself in a fortnight.

As is sitemap

To be sitemap

Page 9: David Carruthers' portfolio

Travelodge - JourneysChallengeTo justify why my suggested user journey was the right approach to the travelodge client

My involvementTo pull together ethnographic research with my analysis of the user journey to justify the new user journey approach. Created a document that compared the user journeys, then deep dived into a particular journey illustrating:

problem | user quote | solution.

ResultClient understood the reasoning behind the suggested changes. Research was practically applied to the solution.Project continued with smiles all around (unusual for this particular project!).

User journey comparison

Deep dive analysis

Detail zoom

Page 10: David Carruthers' portfolio

Travelodge - Wireframes vs live siteWireframes from original project vs current screengrabs