Julie Booth Resume and Portfolio

1. Interactive Strategy
Connecting brands with a meaningful user experience
Julie Booth
UX Success

2. Strategy
Interaction design allows the exchange of information or instructions
between a person and a product
• Web sites
• Handheld devices
• Software applications
• Television
• Radio
• Tools
• Toys
• Machines
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3. Approach
I approach interaction design I work with design teams to design
interactive experiences that
• from an understanding of how and
why people desire to use products • are purposeful
• as a tireless advocate for users • help users achieve their goals
and their goals • accommodate user contexts and
• as a cohesive experience, not just capacities
sets of features and functions
• are pragmatic
• looking to the future—seeing
• are elegant
things as they might be
• facilitate the interactions of target
• with an understanding that the
customers that become the brand
user’s interaction IS the brand
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4. Consulting
Some of the activities we may engage in
are:
I am an expert in designing and
• Web Analytics
communicating programs that
• Surveys
employ a combination of
• Competitive research
techniques such as web
• Expert usability reviews (heuristics)
analytics, usability testing, and
• High and low fidelity usability testing –
competitive research to provide onsite and remote
the most cost-effective, • Participatory design
actionable data that helps • User interviews
business owners improve their • Business requirements
• Usage models
efforts.
• Persona development
• Wireframes
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5. Process
1 2 3 4 5
Learn your Define your Structure your Design the Align with
Business key Users Content Experience the Brand
Goals • User • Site maps • Interaction • Creative
research design support
• Stakeholder
• Content matrix
interview
• User • Prototypes
• Wireframes
personas
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6. Our process
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Goals Users Content Experience Brand
I work with teams to help orchestrate compelling interactions between the
company brand culture and an audience that longs for what it offers and
embraces its larger meaning.
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7. “People view designers as artists, but
their fundamental role is problem
solver.”
Danielle Sacks, Fast Company, 2005
1 2 3 4 5
Goals User Content Experienc Brand
s e

8. Business objectives
Are you looking for a solution? An opportunity? A new way to connect
people with your brand?
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9. Business Objectives
• Measure the effectiveness of the
“Ultimate Vacation” campaign on
www.gohawaii.com
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10. Measurement Strategy
Member Pages
Viral referrals Member Pages
Member Pages
Member Pages
Banner Ads, Emails,
Splash
TV Commercials
Page
Submit My
Ultimate
UV Page
Print Ads Vacation
Paid Search
Placements
Share My UV
Page
Gohawaii.com – onsite
promotion
Completion by referring segment
© 2009 UXSuccess | 2/23/09 page 10

11. Measurement Strategy
Splash Page Itinerary Tool Save My UV
Page
Ultimate
Vacation
Member Pages
Splash Page Activity Pages
Itinerary Tool
Member Pages
Activity Pages
Ultimate
Member Pages
Activity Pages
Vacation
Member Pages
Activity Pages
Splash Page Share My UV
Ultimate Page
Vacation
Splash Page Submit My
UV Page
Ultimate
Vacation
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12. “You have to create stuff that people really
want, rather than create stuff just because you
can.”
Genevieve Bell, Anthropologist
People and Practices Research, Intel
1 2 3 4 5
Goals User Content Experienc Brand
s e

13. User profiles
Who are the people you want to Jim and Shelby are in their mid-60s and are financially
comfortable, so they can travel more freely now. They
reach? are empty-nesters and are settling into a snowbird
lifestyle, leaving the Pacific Northwest for a few weeks
in Hawaii every February.
They like to travel with friends. Last year on Kauai,
they enjoyed a wide range of activities, like golf,
tennis, bird watching, and exploring ancient ruins.
They couldn’t see and do everything, though, and
want to return for another stay.
Both were university professors and have used the
Web for research. But neither likes surprises, so Jim
and Shelby use travel agents to plan trips, especially
when they travel internationally. Since they were
satisfied with their last hospitality experience in Kauai,
they don’t mind using the Web to book
accommodations at a trusted resort again.
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14. User profiles
When you ask… …you uncover opportunities
• Jim and Shelby, a couple enjoying their
• Who are they?
“golden years”
• What is their environment?
• Want self-sustaining settings for a small
• What are their expressed and group, like a condo
unexpressed goals, needs, and • Want a peaceful setting. No kids, no loud
nightlife.
desires?
• Prefer a “known entity”
• What are they afraid of?
• Enjoy longer stays
• How do they like to communicate? • Appreciate basic amenities and updated or
unique room décor
• Prefer communicating by phone or in-
person, but are Web-savvy
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15. User profiles
Prefers personal assistance
Wants a condo
Prefers a “known entity”
Wants a peaceful setting
Appreciates amenities and style
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16. User tasks
What do your users want to
accomplish?
• Brian is a new brand manager for a Example
technology company. His company
• Bullet 1
sponsors a racing team.
• Bullet 2
• Brian wants to create buzz for his
• Bullet 3
product in the desktop segment
• Wants to know how to use the racing
team sponsorship
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17. User tasks
• Can users
achieve their
goals easily?
• Can they
discover a
something new
along the way?
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18. Content Mapping
• Can users find
content by
narrowing into
their area of
interest?
• Can contextual
content be
delivered?
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19. “There is nothing more basic than categorization
to our thought, perception, action, and speech.”
George Lakoff, linguist and author of “Women, Fire, and
Dangerous Things”
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Goals User Content Experienc Brand
s e

20. Prioritizing features and functions
Specify tools and
technologies that
• Support business
goals
• Make it pleasing
and compelling for
users to interact
with content
No more, no less.
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21. Organizing content
How will people find what they need? How do you surface critical tasks or
information while enticing users to explore your content more deeply?
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22. Organizing content
Thoughtful information
design is about
• High “findability”
• Building for discovery
• A balance between
surfacing quick
answers and
promoting deeper
exploration
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23. “Design is not just what it looks like and feels
like. Design is how it works.”
Steve Jobs, CEO, Apple, Inc.
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Goals User Content Experienc Brand
s e

24. Modeling the experience
• Will it be simple and
even pleasant to use?
• Prototypes give us a
place to play
• Interaction begins here,
and we can observe the
results
What will happen to Betty, who
always likes to match a name with
a face?
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25. Modeling the experience
One Monday morning, Betty logs into her Symantec
account. There’s a message for her about a replacement
to SymCard that has been launched over the weekend.
“Terrific,” thinks Betty. “I’d love to see what Vijay Kumar
looks like, since I am calling him in a half-hour.”
She links to the new Social Network page and enters
Vijay’s name into a search box. She finds Vijay’s name
and reads his profile. “He’s interested in darts” she
notices. “I should invite Vijay to connect with Nigel in
Reading.”
Pleased she’ll have his face in mind as they talk, Betty
Betty’s goal: put a makes a quick email connection with Vijay and sends him
face to Vijay’s name a message about Nigel’s darts blog, her picture, and a
link to her profile.
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26. Modeling the experience
Betty searches to find a
particular profile.
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27. Modeling the experience
Betty had no idea there
were so many “Vijay
Kumar’s” at Symantec.
She narrows her search on
this screen.
She finds the right Vijay
Kumar and clicks on his
name to view his profile.
© 2009 UXSuccess | 2/23/09 page 27

28. Modeling the experience
Betty reads about Vijay’s
personal interests.
She makes a connection
with him from this page.
© 2009 UXSuccess | 2/23/09 page 28

29. Modeling the experience
Betty sends Vijay an
email that includes
her picture and a link
to her profile
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30. “The product is the brand. You build brand in
our industry through the product and the
experience.”
Jim Wicks,
VP and Director of Consumer Experience Design, Motorola
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Goals User Content Experienc Brand
s e

31. Brand alignment
I believe that no customer encounter takes place in isolation; instead it is
just one component of a continuous brand experience.
© 2009 UXSuccess | 2/23/09 page 31

32. Contact
Julie (jb) Booth
jb@juliebooth.com
503.312.8685
Twitter: lightingdiva
Linkedin: http://www.linkedin.com/in/juliebooth
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