Design Portfolio
Profile: Innovative Experience Designer/Thought Leader with extensive hands-on experience running ideation workshops that draw upon lateral thinking techniques inspired by Edward de Bono and the like. Highly experienced in leading User-Centred Design (UCD) and service design projects that innovate as an outcome. Has an in-depth understanding of core usability principles and research methodologies - knowledge grounded in cognitive science theories and industry best practices for digital design. Maintains a scientific approach combined with a free-thinking flair for creativity. Has a track record for inspiring innovation and is not afraid to challenge the status quo. Is competent at facilitating and establishing effective communication processes between key stakeholders and managing business relationships. Is passionate about user experience and knows how to present a compelling case for UCD within a company and to clients. Education: 10/11 - 09/12: MSc Human-Computer Interaction with Ergonomics (Distinction) Univerwity College London
Email: morganlewisbanks@hotmail.com Tel: 07803041119 Location: London
Legal & General Design challenge: Provide UX design leadership on the end-to-end experience for online stocks and shares ISAs. Spanning from the beginning of the journey (pre-sales), through to the application, and finally the onlineself service platform, where the user was able to view their investment online and carrry out transactions.
Online Self-Service:
Challenges: Due to the fast-paced nature of this project there was not always enough time (or budget) to usability test designs quick enough within each sprint. To work around this I conducted Guerilla user testing whenever I could and towards the end of the project I was able to setup access to UserZoom which made it possible to capture data from large numbers of users (working from home in their natural habitat) withine a very quick timeframe, allowingmultiple iterations on designs within each sprint.
Methodology I kicked-off with an Expert Review of the site, competitor analysis, and a review of existing user data. I then hypothesised improvements to the experience and conversion rate by reviewing the existing user flow with back end devs. Designs were later peer reviewed and user tested. Process:
Conducting expert reviews on existing pre-sales site
User flow mapping and collaborating with back-end devs
High fidelity prototyping with dynamic calculations in Axure
Unmoderated usability testing with UserZoom
Fidelity International Design brief: Full redesign of complex financial advisor workstation, allowing advisors to initiate fund transactions and generate reports for their clients?
Design:
Challenges: Developers were based off-shore so it was challenging to stay in sync with them in real time due to time difference so it was important to establish regular online cadences. It was difficult to gain access to end-users (the advisor’s clients) on this project but we were able to talk to as many advisors as we needed in order to gain an understanding of the end user’s needs. Advisors were very keen on providing feedback to the system and we were able to work very closely with them, including observing them conduct tasks on the current system within their work environment, and collaborating with them in cocreation workshops.
Methodology The team’s working Agile process was quite technology-led when I started on the project and I was keen to initiatiate more discovery research into the design thinking process. I assisted with setting up interviews with advisors as part of an exploration into their daily lives. The findings helped us establish the beginnings of a customer journey map.
Process:
Contextual interviews with advisors and customer journey mapping
Innovation workshops and cocreation with advisors
Usability testing with advisors
Defining UI specification for developers
Aviva Design brief: Historically, the Aviva workplace pensions system resided on multiple, complex legacy platforms, all with different functionalities. As part of a major platform migration, my goal was to incorporate all platform interfaces into one consistent design using the existing Aviva UX framework.
Design:
Challenges: Incorporating complex workplace design requirements into the UX framework was a challenge as the framework was largely crafted for customer-facing purposes rather than data-intensive tasks. To get around this I utilsed the existing framework in creative ways, and where necessary, created new components additions to the framework. It was not always possible to gain access to users during this project so as a subsitute I conducted triangualted the findings from Guerilla testing, competitor reviews, and peer reviews on a regular basis.
Research observations & insights: I set off beginning to understand the users. I visited the Aviva pensions workplace call centre, where I was able to see them use the existing platforms in situ, and listen in on customer service calls with the endusers. This provided valuable insight into persona profiles and user needs. Process:
Contextual Inquiry, listening to customer calls
Persona generation
User flow mapping
Stakeholder workshop collaboration and concept sketching
Lloyds Banking Group Design brief: In the new age of open banking regulations, how might we help Lloyds stay relevant amongst the ‘threat’ from challenger banks and retain their younger demographic?
Conceptual design examples
Challenges: We were not sure exactly what changes the Open Banking regulations would bring to the market so it was difficult to foresee what the user needs would be or how our ideas would be received by the Lloyds customer base. We worked around this as best we could by basing our work on existing user segmentation data, formulating strategic hypotheses, and testing our concepts rigourously Lloyds customers. The results were insightful and in many ways unexpected, which changed our approach of thinking and helped us play to the brand’s best strengths in competition with challenger banks.
Methodology Utilising Google sprints, we worked through the incubation phase of this project with a serious of discovery and innovation workshops spanning two months. Using customer segmentation data and analytics as a grounding base, we use lateral thinking techniques to ideate many new concepts across multiple themes, which we rapidly mocked up and tested with users each week to further iterate and develop ideas. Process:
Alerts and nudges
One of 6 persona archetypes moulded out of customer data
Ideation and lateral-thinking excercies in smaller groups
Mocking up low fidelity concepts in groups before play back to team
Next Gen Statements
Early mockups from team ideation
PwC - Knowledge Repositary Redesign Design brief: How might we help a well known consultancy increase the uptake of their internal knowledge repository system for 70,000 consultants globally?
Outcome design
numerous innovative solutions through co-creation. The final design increased uptake across the company by up to 30% and we changed the way the company engages with users going forward.
Outcome: I led the design strategy for this largescale redesign project involving 25 senior global client stakeholders. We brought users research data into a one week workshop with the whole client group, which generated
Outcome: Managing a group of 25 senior stakeholders was a challenge, but we were able to unify the team in the workshop and enable them to take ownership of the design concepts.
Process:
User research
Persona creation
Stakeholder ideate workshop
Define problem space and brief
Lateral- thinking workshops
Guerilla testing
Poster design
Delivery roadmap planning
Direct Line Group Design brief: How might we help small to medium businesses owners get insurance more easily and quickly?
Outcome design
Challenges: Giving users a sense of personalisation was key in order to make this concept work but that wasn’t easy since each insurance package is unique. Small to medium business owners place a high value on insurers that know their business inside-out, and so it was important to give the users the ability to build their own package. I built a fully functional prototype, complex enough to encompass a huge number of different permutations in the way that the insurance questions were revealed to the users. This was difficult, but essential in order for us to craft the questions to suit the user’s needs.
Outcome UX was instrumental in the success of this project, which helped Direct Line revolutionise the commercial insurance market by providing a unique, digitally based solution that allowed customers to buy direct rather than through a broker something that no one else in the industry had done this before due to the complexity. We increased conversion rates significantly and opened up a whole new market for the business. We also won award for innovation within PwC. Process:
Usability testing + persona-building
Ideation workshops + co-creation
Conceptual design + user testing
Rapid interactive prototyping
BBC festival app + wristband concept Design challenge: How might we provide Glastonbury festival goers with a new and personalised way to access BBC Radio content on their smart phone while at the festival?
Concept poster:
Design solution: Tag!t is a digital concept that enhances the festival experience without detracting from the social atmosphere of the festival. If a doesn’t have time to listen to a band (either because they are socialising or walking past a tent) they can simply tag the performance by pressing the button on the wristband, which captures timestamp and gps location data. Later, when relaxing back in the tent (or home) they can sync the wristband with the app on their phone to relive their journey and catch up on all the performances they missed. This also provides a tangible nostalgic memory of the experience to relive in the future.
Research observations & insights: We found festival-goers prefer not to take their smart phones to festivals for fear of it getting lost, broken, or running out of battery. They don’t want to be seen as antisocial by taking their phone out during a performance. Some like to escape technology for the weekend and leave their phone behind. After discovering new bands at festivals, they sometimes forget them when they get back home. Process:
Festival observation + insight analysis
Idea generation with lateral thinking methods
Paper prototype + user testing
Interactive prototype + ‘In The Wild’ user testing