HELLO
I have worked at award winning agency Zone Digital since 2013 with high profile clients such as Barratt Homes, Guardian Soulmates, Aviva insurers, Bank Workers Charity, Arriva Buses, Swinton Insurance, Girl Guides, Associated British Foods and many others. I have also worked client side for Capita SIMS, Trinity Mirror Newspapers and Haymarket Publishing on titles such as WhatCar and Autosport.
PROCESS
DISCOVERY & RESEARCH
Depth interviews, desk research, stakeholder workshops, competitor benchmarking, data analysis, card sorting and organising insights.
GOALS & REQUIREMENTS
Key performance indicators, customer journey maps, personas, brainstorming, user task flows, prioritisation and road maps.
EXPLORING SOLUTIONS
Storyboards, sketches, wireframes and ideally rapid prototyping with collaboration between UX, UI, Dev teams and product owners.
DESIGN & DETAILS
Responsive vs adaptive design and web vs hybrid or native apps considerations, modular design, interaction design and accessibility.
DELIVERY
Breaking bigger pieces of work into modules & tickets, delivering annotated wireframes into JIRA and/or rapid prototyping in a live environment directly with Dev teams.
USER TESTING
Qualitative and quantitative testing, A/B and MVT testing, online surveys, tree testing, eye tracking and remote testing.
ITERATIVE IMPROVEMENT
Benchmarking, monitoring and optimising live sites for specific performance goals and conversion rate optimisation against previous versions and competitor sites.
PORTFOLIO
BARRATT LONDON
BARRATT LONDON
Barratt is Britain’s largest homebuilder boasting a portfolio of developments that runs the length of the nation. But not all Barratt properties are similar, and when the London division wanted to craft its own, separate online presence from the national site, it asked Zone to make it happen. The properties on offer were truly spectacular, and Barratt London wanted Zone to design and build a website that got as many eyes on them as possible – all within an eye-catching new design which would give it a strong, separate brand identity.
EMPLOYERS
EMPLOYERS
I have worked with some great brands since arriving in London. Please get in touch if you would like to hear more about the work I have done for the following brands and companies:
ARRIVA BUSES
ARRIVA BUSES
Arriva is one of the largest providers of passenger transport in Europe, employing more than 60,000 people and delivering more than 2.2 billion passenger journeys across 14 European countries each year. The current user experience asked users to perform two important tasks on two different websites; Customers had to use one site to plan their journeys and the another website to purchase tickets. It was difficult for customers to understand which regions Arriva covered and which tickets provided best value when travelling between multiple zones and regions.
DELIVERABLES
DELIVERABLES
A fairly random sample of deliverables I might produce from Wireframes to Personas to a bunch of post-its full of insights to customer journey maps. I have worked across many aspects in end-to-end service design doing Depth interviews, Qualitative and Quantitative testing, Wireframes, Sketching, Modular design, Iterative improvements, Writing up strategic insights, Producing personas, Customer Journey Maps and hundreds of dreaded JIRA tickets.
BWC
BWC
The Bank Workers Charity started out in 1883 as the Bank Clerk's Orphanage to support the children of clerks who were ill or who had died. This well funded charity continued to change with the times and expand its focus to support overall health and well being for all bank workers. By 2011 BWC initiated a strategy to work in partnership with sector-leading charities allowing us to increase the number of people we supported and the quality of the support we offered. The first organisations to partner with us were Turn2Us, the National Autistic Society and Leonard Cheshire. BWC came to Zone to ask for help in updating their entire organisation so as to use digital effectively throughout their organisation to support this goal and reach a goal of 200,000 meaningful interventions from an existing 45,000 per annum.
ABOUT ME
ABOUT ME
I grew up in Canada at the foot of the Rockies which meant plenty of snow. This explains why I started skiing when I was one, competed at National/FIS level in skiing and worked as a level II ski instructor at Lake Louise and at Whistler/Blackcomb. I spent a lot of time outdoors flying in gliders, skating on frozen lakes, hiking into the wilderness, sea kayaking, windsurfing and mountain biking. I realise now how disappointed my parents were when I grew up and decided to move to a big city. Prior to working in UX design I finished Degrees in History and Education. I also went travelling in South America and worked as a Secondary school teacher in Colombia before moving to the UK. These days everything is around my daughters and working hard to give them the best life I can - highlights have been skiing in Colorado and taking them to Bali for a month of travelling all around the island on their school holidays.
GET IN TOUCH
Give me a call: +44 7534 655413
Direct Email: n.m.serna@gmail.com
© 2018, N. Mamini-Serna. All Rights Reserved.