EXPERIENCE DESIGN

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.

EXPERIENCE DESIGN

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.

LATEST WORK

HotelsCombined Home Screen

4.5% increase in bookers

HotelsCombined User Account

400% increase in members

HotelsCombined eCommerce

Increased bookings

LATEST WORK

HotelsCombined Home Screen

4.5% increase in bookers

HotelsCombined User Account

400% increase in members

HotelsCombined eCommerce

Increased bookings

OTHER PROJECTS

Weatherzone App

UX enhancement and visual redesign of Weatherzone app (one of iTunes Top 25 Apps)

Weatherzone Website

Weatherzone Site Redesign

UX and visual redesign of weatherzone.com.au, Australia’s leading commercial weather site.

Claryntine Responsive

UX and visual design of responsive site for users to submit local pollen observation and to view all observations via a map view.

Wholesale eCommerce

UX and visual design of homewares wholesale ordering site.

Map Interface

UX and visual design of customised map-based weather data interface.

Strathfield eCommerce

UX and visual design of Strathfield eCommerce site.

OTHER PROJECTS

Weatherzone App

UX enhancement and visual redesign of Weatherzone app (one of iTunes Top 25 Apps)

Weatherzone Website

Weatherzone Site Redesign

UX and visual redesign of weatherzone.com.au, Australia’s leading commercial weather site.

Claryntine Responsive

UX and visual design of responsive site for users to submit local pollen observation and to view all observations via a map view.

Wholesale eCommerce

UX and visual design of homewares wholesale ordering site.

Map Interface

UX and visual design of customised map-based weather data interface.

Strathfield eCommerce

UX and visual design of Strathfield eCommerce site.

“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

“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

WEB + REAL WORLD EXPERIENCES

As technology advances, online experiences become just a part of larger experiences that encompass both the online and the real world. Designing for this expanded experience is an exciting challenge that pushes us to think about how we can embed technology more seamlessly into our lives.

Connecting online user accounts with in-store technology

Taste Living is homewares store that has designers and touch screens in-store. Once the stores and website had been launched, I looked at how we could further improve the customer’s shopping experience, by bringing together various aspects of the business (online store, physical stores, in-store designers, in-store touch-screens, user accounts) to increase customer engagement with the business and product:

  • Users save photos and book-mark products in their online user account to create an idea board
  • Users visit designers in-store who bring up their account on the touch-screens
  • Designers help users find and purchase products in-store that fit their idea-board

Connecting online promotion with in-store activity

AMF Bowling wanted an online ‘game’ (where customers entered their bowling scores) to capture emails. However, the initial idea required customers to keep a printed receipt, go home and set up an online account, enter their scores, and then wait days for any sense of reward, if they received any at all. I proposed brining the game idea into the bowling alley itself, allowing customers to enter their scores on their smart phones as they played.

  • This would remove the risky reliance on customers keeping a receipt and logging on online after they had left the premises.
  • The task becomes fun and part of the bowling game.
  • A sense of reward for the customers efforts of entering data on their phone could be given in the form of animated “well done” messages, etc. And they would see how their scores compared to others immediately.

STRATEGY

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)

STRATEGY

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.

UX PROCESSES

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

Method:

  • 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

Outcomes:

  • enabled the display of more user-profile-specific search results, improving leads
  • informed marketing projects

Journey Mapping

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.

Example: Improve hotel search flow

For HotelsCombined, we wanted to refine the hotel search experience on mobile, so I mapped out the journey from search to select. Once I had workshopped the journey further with Users, I updated the flow with recommendations on design improvements.

Workshopping

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

Outcomes:

  • 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).

User Account

Hotel Search - Map View

Hotel Search

UX PROCESSES

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

To establish User Profiles for HotelsCombined, I used the following method:

  • 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

Outcomes:

  • enabled the display of more user-profile-specific search results, improving leads
  • informed marketing projects

Journey Mapping

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.

Example: Improve Hotel Search Flow

For HotelsCombined, we wanted to refine the hotel search experience on mobile, so I mapped out the journey from search to select. Once I had workshopped the journey further with Users, I updated the flow with recommendations on design improvements.

Workshopping

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

To review and refine the user journey for finding the right hotel, i ran a workshop of two exercises.

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

Outcomes:

  • 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 have limited functionality as they would be tested per a testing-script, but this sample should give you an idea of the detail of my prototypes).

Mobile User Account

CREATIVE DIRECTION

Taste eCommerce

Visual design of Taste Living Homewares eCommerce site.

HotelsCombined Style Guide

Creative Direction of restyling HotelsCombined web site and apps, and project management of implementation of the style guide.

Weatherzone Website

Weatherzone Site Redesign

Visual redesign, and creative direction with development, for weatherzone.com.au, Australia’s leading commercial weather site.

HotelsCombined App

Visual and experience redesign of HotelsCombined Mobile/App home screen.

Moon-spotting App

Visual and logo design for iSight moon-spotting app.

Wholesale eComm Site

Visual and experience concept design for a wholesale eComm site.

INFO-GRAPHICS

EXPERIENCE SUMMARY

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.

Study

Masters in Digital Media – Sydney University
Certificate UX Intro – General Assembly
Certificate HTML – East Comm College

Skills

Photoshop | Illustrator | Indesign
Internal Workshops | Design Research
User Research | User Testing
Tech Knowledge (HTML | CSS | DATA | SEO)

EXPERIENCE SUMMARY

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 redesignedweatherzone.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.

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