Shane Ward UX Portfolio

A collection of my UX work.

Sabre Black

Sabre Black Logo

 

PRINCIPAL UX DESIGNER

As a Principal UX Designer at Sabre, I lead the UX initiative of our Sabre Black incubator. I work with a product owner, development lead, and a marketing expert to formulate and test new business cases. We go through a 90-day cycle to discover, design, and validate new ideas for our Travel Network business. We present our validated business cases to executive leadership to ask for funding at the end of the first 90 days. If funded, the project moves on to build an MVP product to validate further with customers. We use design strategy along with lean startup principles to flesh out the concept and validate with customers.

 

Sabre Design Strategy Framework

FRAMEWORK

Sabre is a large and established company and it was becoming too difficult to build and launch products quickly. Sabre has several innovation labs to help speed up this process and Travel Network’s version of this is Sabre Black. We barrow from lean startup and design strategy to speed up validation of ideas for new products to see what we need to keep investing in.

 

Lean Starup Visual

 

LEAN STARTUP

The diagram above is a great visual of how we run our validation process. We allow 90 days for validating the idea and forming a vision of the product. Once we have all our data from user interviews and testing, we put together a business case to present to our executive leadership. In that presentation, we get a decision to pursue, pivot, persevere, shelve, or abandon. We use the RAPID model to make sure a decision is made before anyone leaves the room. From there if we get a pursue we move on to create our first MVP to test with real paying customers. Below you can see our stage gates.

 

Sabre Black Timeline

 

BUILDING THE BUSINESS CASE

As we are collecting data we start to build our business case. I created a standard format for these presentations to create some consistency for our executives. This format has cut down on questions that pop up before we get a chance to present the data. The executives now know where the data they are interested in is covered in the presentation.

 

I can’t show any of our presentations, but here is an outline of what we try to present.

  • Frame the opportunity (Who, What, Wow)
  • Sabre’s differentiators and value proposition
  • AAARRR (Shows the market opportunity)
  • Competitive landscape
  • Who we interviewed and how
  • Customer pain points
  • Designs
  • What customers said and how we listened
  • Business model
  • Development plan
  • Recommendation

 

In 2019 we were able to validate 6 new ideas and move them into an MVP phase. All of these ideas will generate NEW revenue for the business.

Citipay

 

UX CREATIVE DIRECTOR

As UX Creative Director at Citigroup, I lead a UX team and our agencies to create wires, comps, and fully functioning prototypes for user testing and delivery to development. As a facilitator of our design thinking process, I am able to build strong working relationships with our business and technology partners to ensure accurate and timely delivery of our projects.

 

CITIPAY PROJECT

Citipay is a mobile wallet for your Citi branded cards. The main feature is to pay with your phone at contactless terminals but we also packed in some other great features.

You can:

  • Check your balances
  • Find stores that accept contactless payment
  • Store your gift cards
  • Store your loyalty cards
  • Pay with points
  • Explore and redeem offers
  • Scan an item and find the best price
  • Generate digital card numbers for one time use

 

 

Currently we have launched in Asia Pacific, Mexico, and North America.

Southwest Mobile App

 

ASSISTANT MANAGER ONLINE DESIGN

At Southwest Airlines, I led a UX team and our agencies to create wires, comps, and fully functioning prototypes for user testing and delivery to development. I also developed the current style guide for the brand refresh. We worked on desktop, mobile, kiosks, and digital signage.

 

BRAND REFRESH PROJECT (MOBILE)

While at Southwest Airlines I had the honor to work on their latest brand refresh. This included updating the logo, website, mobile apps, and digital signage. They even updated the paint job on their planes. I worked closely with our agency to produce creative for all digital platforms. I was the only UX designer when I started there and built a team of 6 designers by the time I moved on.

 

Core UI

 

Making a booking

 

My Account

Southwest Desktop

 

ASSISTANT MANAGER ONLINE DESIGN

At Southwest Airlines, I led a UX team and our agencies to create wires, comps, and fully functioning prototypes for user testing and delivery to development. I also developed the current style guide for the brand refresh. We worked on desktop, mobile, kiosks, and digital signage.

 

BRAND REFRESH PROJECT (DESKTOP)

Along with the rest of the rebranding, I led the creative direction with the new southwest.com desktop site.

 

Homepage

 

Calendar

AirTran

 

ASSISTANT MANAGER ONLINE DESIGN

At Southwest Airlines, I led a UX team and our agencies to create wires, comps, and fully functioning prototypes for user testing and delivery to development. I also developed the current style guide for the brand refresh. We worked on desktop, mobile, kiosks, and digital signage.

 

AIRTRAN REWARDS MIGRATION PROJECT

Southwest Airlines acquired AirTran in 2010. I had the opportunity to work on some transition projects to migrate AirTran customers over to the Southwest.com platform. The goal was to get customers to link their accounts and move their rewards from AirTran to Southwest. This project was a huge success increasing account migration success by 82%. We were bound by the AirTran style guide but we were able to improve the UX greatly.

 

Tripcase

LEAD WEB DESIGNER

As Lead designer at Travelocity.com, I was in charge of assigning/reviewing work for the design team. Our job was to design, code and implement enhancements to the site. I also carried a full workload of design/code projects of my own. I worked on the TripCase brand to enhance their marketing site and email campaigns.

 

TRIPCASE HOMEPAGE AND EMAIL CAMPAIGNS

At Tripcase I worked on the main website and emails for a short time. I was responsible for the design and coding for production.