by Damien Lutz
With over 5 years industry experience in digital, I bring proven skills in user-focused design, creative direction, innovative thinking, and commercial success. I take a holistic approach balancing user needs, business requirements, brand goals, and technological infrastructure, and aim for the delightfully seamless experience.
“Awesome work … the client now has a more functional weather site … giving a better user experience … Ultimately this has secured a new long term deal with significant revenue attached …”
Project Manager - Weatherzone
Strong and successful UX Design starts with research and analysis to form a holistic strategy. Utilising User Experience research, objective analysis, and other discovery methods, I provide a Digital Product Analysis. A DPA provides insight into how a business’ digital product (website/app/interface) may better connect with its customers, through:
- Clarifying the digital product’s objective
- Defining a deeper understanding of customer profiles and their varying needs
- Establishing a clear direction for the design/redesign project
The Analysis is used as a research-validated brief for the design team. The invaluable insight gained can also be used to inform marketing endeavors and any future product feature development.
Out of respect to the companies analysed, I won’t publish all samples here, but as the data for these is old, I can take you through them in person.
- User surveys
- User testing
- User Profiles
- User-product-platform review (see image below)
User Research & Product Analysis
I often start a UX project by gaining a clear understanding of the target audience and the present state of an existing product. I use various methods to research both Users and Product, including competitor analysis, scripting and facilitating online testing, industry/market analysis from user’s perspectives, idea-gathering workshops, and user profiles/personas.
Example: Defining User Profiles
- identified the industry-standard Traveller Types
- researched their needs via user-specific sites, blogs and competitor sites
- identified keywords related to each profile’s specific needs
- connected these user needs to hotel features
- enabled the display of more user-profile-specific search results, improving leads
- informed marketing projects
Breaking down the user experience into separate micro journeys helps identify pain points and reveal areas for improvement. Journey maps can be done in many ways. I like to mock them up in Axure so they are easily edited and sharable.
I facilitate internal workshops to draw out information and ideas from staff, and to engage them with the design process.
Example: Refining the hotel search journey
Exercise 1: Book a hotel for your perfect holiday
- each participant walked us through their thinking as they booked their perfect hotel
- each journey was mapped out on the wall, documenting what information was looked for and when
- common factors were identified for al participants, and insight gained as to when what info was offered/displayed when
Exercise 2: Competitor review
- several competitor Hotel Pages were placed on the wall
- participants used post-it notes to say what they did and didn’t like, and gave it an overall happy/unhappy /neutral rating
- with 10 participants, patterns and majority preferences emerged
- the user journey from search to book was better understood, from a variety of user-profile types
- a redesign of the hotel page, and the entire journey, was better informed
IA & Wireframing
Prototyping & Testing
One of my favourite steps of the UX process is to create working Axure prototypes to test with Users to improve the final design. (Some of these have limited functionality and would be tested per a testing-script, but should give you an idea of the detail of my prototypes).
Head of UX | Client side | Web, Mobile, App (Native and Hybrid)
As Senior UX Designer, and then Head of UX, I managed designers and worked with data analysts and development to A/B test improvements to a product that is translated into over 30 languages and has over 13million users per month. I also established UX thinking more into the development process, developing closer relationships with the development team.
- Redesigned user account and tools, contributing to 400% increase in memberships
- Refined 7 breakpoints to 1(+ a minimum width), improving productivity for both Design and Dev teams
- Improved App home screen and calendar, contributing to 4.5% increase in bookings
- UX and Visual Design for online booking, contributing to increase in revenue across all markets
- Creatively directed the production of complete online Style Guide
- Established UX/Design review process within development phase, workshops and stakeholder meetings
UX/Graphic Designer | Client side | Web, Mobile, App (Native)
Working with the Fairfax UX Team, I redesigned weatherzone.com.au, and the Weatherzone iPhone App, as part of a user-focused rebranding of all Weatherzone products. I also designed customized data and map-based B2B interfaces, and worked with 9News and Yahoo7 to translate their weather pages into refreshed responsive designs.
Digital Designer | Client-side | Web
I assisted the company’s transformation to a digital-focused product by designing and developing promotional and reusable digital elements. I also created journalistic infographics.
Content Editor/Designer | Client-side | Web, Tablet
Working closely with development, branding, store product managers and warehouse logistics, I lead a team of two junior designers to develop the UX, visual design and content for Strathfield’s eCommerce site and for www.tasteliving.com.au.