Sean Baxter UX Portfolio 2014

February 13, 2014
Version: 1.0
Sean Baxter: User Experience Portfolio
Everyone is looking for a ninja, wants a rockstar, and needs a guru. However, these buzzy titles
aren’t really about the person using your application or service. Me, I’m passionate about creating a
great experience for the user.
Here you’ll find a collection of my user experience design work, process and thinking. Feel free to
categorize it as Ninja-Rockstar-Guru but for me it’s pure energy. UX NRG Baby!

Table of Contents
Large Tech Company
IxDA ‘11
Anonymous Start Up
Hip Chick Style
Design Process
Urban Island
FLC Boulder
Cisco Assessment Tool
pg. 3-5
pg. 6-10
pg. 11
pg. 12-17
pg. 18
pg. 19
pg. 20-21
pg. 22
Comcast Business pg. 23

Sean Baxter Portfolio
Version: 1.0 Published: February 13, 2014Version: 1.0 Published: February 13, 2014
Sean Baxter Portfolio | February 13, 2014 Page 3
Story:
Large Tech Enterprise “Anonymous”
Problem: A large enterprise needed a site redesign that included their brand and the collateral from
several acquisitions. They also wanted the site to be responsive.
Methodology: Stakeholder Interviews, Information Synthesis, Competitor Analysis, Content Audit,
Experience Architecture, Taxonomy, User Story, Site Map, Wireframes.
Solution: After refining the project over several meetings, a content strategist and I began conducting
stakeholder interviews. We then synthesized and organized the information into pillars. Along with a
content audit, competitor analysis, we created a site map and wireframe document with annotations.
Role: UX Designer
Results: This project is in process.

0.0 Company.com Homepage
1.0 What We Do
3.1.1
2.0 Industries We Serve 3.0 How We Help... 4.0 Thought Leadership
0.1.1 Executives
0.1 About Company
Utility Pages
4.1 Customer Strategist
Journal
0.3 Investors
Level 2
External Link
Level 1
Legend
1.1.1 Customer Experience
Strategy
1.1.2 Systems & Operations
1.1.3 Culture & Workforce
1.2 Analytics
1.2.1 Customer Intelligence
1.2.2 Marketing Analytics
1.2.3 Contact Center Analytics
1.2.4 Voice of the Customer
1.3.1 Multi-Channel
Communications
1.3.2 CRM
1.3.3 Customer Data
2.1 Automotive
2.2 Financial Services
2.3 Healthcare
2.4 Communication, Media, &
Telecommunication
2.5 Government & Public
Sector
2.6 Technology
3.1.2
3.1.3
3.1.4
4.2 Case Studies
4.3 White Papers
4.4 Webinars
Search0.5
0.5.1 Search 0.6.1 Contact
0.1.2 News
0.1.3 Locations
4.5 E-Newsletter
4.6 Blog
0.4.1 Foundation
0.4.2 Vision & Mission
0.4.3 Request a Grant
0.4.4 Global Impact
0.4.5 Community
0.4.6 Environmental Approach
0.4.7 Annual Report
0.3.1 Board of directors
Company leadership
Stock quotes
Financial reporting
Investor services
Analysts
SEC filings
0.3.2
0.3.3
0.3.4
0.3.5
0.3.6
0.3.7
Level 3
4.7 Social Media Hub
2.7 Diversify/Other
Careers
1.4.1 Customer Care
1.4.2 Technical Support
1.4.3 Licensed Associates
Consulting1.1
0.4
Corporate
Responibility
1.3 Technology
1.4 Care Services
1.5.1 Digital Demand
1.5.2 Lead Generation & Nuturing
1.5.3 Sales Acquistion
1.5 Growth Services
1.5.4 Growth & Retention
3.1 Acquire more customers
Generate more qualified leads to acquire
new customers.
Know the voice of the customer to
optimize our business
Provide a unified multichannel customer
care experience
Effectively manage cloud and legacy
systems to improve customer service
3.2.1
3.2.2
3.2.3
3.2.4
Retain and improve loyalty for existing
customer
Improve the customer experience across
multiple channels
Know my customers to provide the right
sales experience
Make it easy for my customers to buy
Leverage customer data across multiple
channels to improve the customer
Segment our customers, identify their
lifetime value, and provide them tailored
Know my customers and personalize
customer care
3.2 Retain more customers
3.3.1
3.3.2
3.3.3
3.3.4
Improve retention, increase loyalty and
3.3 Grow value of customers
0.2 Contact0.6
This is a sitemap that I
developed in tandem with a
content strategist for a large
enterprise’s website resdesign.
Version: 1.0 Published: February 13, 2014

Version: 1.0 Published: February 13, 2014
MAIN CASE STUDY
RECENT BLOG POSTS
& SOCIAL MEDIA AGGREGATOR
SUBSCRIBE TO E-NEWSLETTER
Follow us:
CASE STUDY #2
OTHER #3
OTHER #4
THOUGHT LEADERSHIP JOURNAL
WEBINARS, NEWS AND EVENTS
CAREERS INVESTORS CORPORATE RESPONSIBILITY
Search
What We Do Industries We Serve How We Help Thought Leadership
ABOUT
English
CONTACT
LOGO
Annotations:
A
B
C
D
Localization Toggle: This feature will not be available during launch and will utilize white space.
Eventually, users will be able to toggle between English, Spanish and Portuguese.
B
Primary Navigation: Helps route users to the primary information and content on the site. Upon
rollover a mega menu with sub-categories will drop down and partially take over the upper region
of the page just below the main navigation subjects. Users will be able to drill down to relevant
sub-category content within one click. The look and feel will be explored with and without imagery
during the design phase.
C
Utility Navigation: Helps route user to useful content and areas of the site that are beyond the core
purpose of most visitors. This is not CMS driven, but can be updated via commented HTML.
A
Hero Area: Highlights the latest content such as case studies, videos, news and events.
Design will explore the look and feel of headlines, text, images and call to actions. Each hero
and placement can be modified via the CMS. The Development team will explore the idea of
serving dynamic content.
D
Customer Journal Module: Featured Customer Journal content. The content in this module
can modified in the CMS. This may link out to a 3rd party site and is still TBD. This module
features content from the Executive Journal.
E
Recent Blog & Social Media Aggregator: Recent blog and social media posts via channel
feeds are displayed here. This will pull in the most recent posts from the external TeleTech
blog and select connected social media channel feeds.
F
E F

Story:
IxDA ‘11
Problem: IxDA wanted to create a memorable and magical transportation experience for attendees of
IxDA ’11 in Boulder, CO. Most attendees wouldn’t necessarily know that Boulder was 45 minutes away
from Denver International Airport. They would also not know how to navigate in a new city centered at
a major university.
Methodology: Stakeholder Interviews, Online Survey, Contextual Inquiry, Ethnographic Research,
Mental Models, Persona Development, Wireframes.
Story: Over the course of several months 6 team members tightly collaborated on the research,
synthesis, and opportunity identification. A larger 18-member team continued the persona
development and design ideation. I was one of the original 6-team members and then the larger 18
members.
Role: UX Research
Results: In an attempt to revitalize analog solutions to problems XMarks became a physical wayfinding
deployment across Boulder. Each sign contained a Microsoft Tag that provided visitors with bus shuttle
tracking information including routes and schedule information. This was a part of a larger execution
for IxDA ‘11 in Boulder. The larger team developed all solution after synthesizing our research.

BDW IxDA Methodology Summary
Targeted Users: Interaction 11 attendees
Documentation of group progress and process: Blog, Photos, Videos, and Audio
recordings.
Phase 1: Research & Insights
Research Goal 1: Gather information about general travel and conference attendance.
Methods Used:
• 5 question online Survey
• Administered prior to live interview
• Live Interview
Interviewee categories:
• Past Interaction conference attendees
• Attendees of other conferences
• Frequent travelers (business people)
• Individuals traveling to a city new to them
Insight Goal 1: Visualize the confines of the system
Methods Used:
• Concept Mapping
• Temporal and Semantic zoom 0, +1 and -1 zoom

PHASE 1 RECAP

Secondary Persona

Primary Persona

Story:
Start Up “Anonymous”
Project: A well-funded Tech Company specializing in social media data aggregation wanted to leverage
their technology though a new SaaS tool.
Methodology: Task Analysis, Competitor Analysis, Mind Maps, Personas, User Journey, User Story,
Wireframes.
Solution: This project spanned a number of sprints with several start/stops and pivots. I researched and
compared existing products and design patterns along with creating mind maps and modifying existing
personas from their B2C products. I helped generate user stories and journey maps and created
wireframes.
Role: UX Designer in an agile pod with an Art Director, Developer, and Producer
Results: This project is in development.

Story:
Hip Chick Style
Problem: After observing a gap in the market I wanted to create an application that allowed young girls
to engage in fashion creations via their mobile devices.
Methodology: Competitor Analysis, Interviews, Ethnographic Research, Personas, Card Sorting, Site
Map, Wireframes.
Solution: After observing a gap in the market we wanted to create an application that allowed young
girls to engage in fashion creations via their mobile devices. Through interviews with the target
demographic, we determined that a gamified fashion-sharing app had desirability. For this age group, I
found contrasts with competitors that targeted a younger or older market. We created a persona based
on our interviewees. We went through several iterations of user stories and created a business plan,
site map, user flow, and wireframes.
Role: Research, Design, and Development
Results: After failing to secure seed funding the project was disbanded.

Hip Chick Style Persona
Name: Vanessa
Age: 15
Location: Oakland, CA
Grade: Freshman High School
Parents: Single mom Upper middle class
Siblings: Older sister (19)
Interests: Shopping, Fashion, Dating, Acting
Music: Beyonce, Glee Cast, Lady Gaga, Ke$ha, Usher
Favorite Colors: 80’s neon colors, pink, lime green
Favorite Brands: American Eagle, Forever 21, Hollister,
Charlotte Russe.
Site Discovery: Friends (WOM), fB, myspace, teen mags.
Vanessa is 15 going on 25. With an older sister to show her the latest trends, Vanessa prefers things that are
slightly older than her age. She loves being a trendsetter and always shares her new looks with her friends via
Facebook.

Story:
Design Process
Problem: I needed a repeatable process and form of measurement for my visual designs.
Methodology: Mind Map, Anecdotal Research.
Solution: Borrowing from my work as a Cinematographer I categorized my thinking/approach into a
checklist to apply to any design considerations. I walked through my process when helping directors
visualize their stories. I deconstructed a scene from “Algeny: The Genetic Factor” that had several
complicated camera choreography. I further realized that I innately took this approach on many of my
film/video/photography assignments.
Role: Design Thinker
Results: TBD - This needs to be validated through multiple case studies. Further iteration required.

Story:
Urban Island
Problem: Urban Island is a steel pan band based in Denver, CO. They were using a music template
from their webhosting company but felt the design was cookie-cutter and limited.
Methodology: Site Audit, Design Discovery, Wireframe.
Solution: I worked with the bandleader to enhance the experience for their visitors. After going through
a wish list and a design inspiration session, I created an interactive prototype using Axure for the band
to experiment.
Role: Designer
Results: This project is in development.

In 2011, The Family
Learning Center wanted to
update the look and feel of
their website to be an
information rich location
that encouraged donors to
respond with a gift.
Using this html mock up as
a template I rewrote the
code from scratch in
HTML5/CSS3 to ensure the
site felt modern and stayed
current with the latest
browsers.

add illustrated icons
to nav to strengthen
child education
message and
reinforce hyperlink
create more contrast
in billboard to help
segment page and
highlight photos
css button rounding
with borders to
soften feel yet create
pop
redesign billboard
image gallery & add
animated pop up
description (vs. static)
redesign segment articles to decrease order of
importance but maintain relevancy on the page
redesign footer to segment
repeated information
address in footer to strengthen
location visibility throughout site
NEW OLD

Problem: Cisco needed update their assessment tool that guided current and perspective clients
through their Internet of Everything interactive experience and services. They wanted a desktop and
mobile solution.
Methodology: Task Analysis, Experience Architecture, User Flow, User Story, Wireframes.
Solution: After working through the project requirements we developed user stories and use cases to
create the user flow. Through many white boarding sessions I developed the experience architecture
and generated a workflow and wireframe document.
Role: UX Design
Results: We successfully delivered the assets to the client and met expectations.
Story:
Cisco Assessment Tool

Sean Baxter UX Portfolio 2014

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