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Ford Performance




Category: User Interface Design
Project Duration: October - December 2023

My Role: User Interface (UI) Design
Team: Shawn Hoekstra (UX Lead), Gabriel DeFrates (UX), John Kalmer (UI), Priyanka Kar (UI)


COMPANY SNAPSHOT
Launched in 20214, Ford Performance is the high-performance division of the Ford Motor Company and the multinational name used for its motorsport and racing activity.



THE CHALLENGE
Redesign the Ford Performance website to capture the essence of speed and the thrill of the race.



THE OPPORTUNITY
  • Simplify the user experience through an updated information architecture and human centred design

  • Develop engaging vehicle pages to serve audiences coming from Model & Year queries that drive organic search traffic

  • Create intentional content that pushes Performance site to show up for racing fans



ROLES & RESPONSIBILITIES
As a UI Designer on the team, my responsibilities were:

  • To collaborate with the UX Designer to create wireframes for the website redesign

  • Use Ford Motion design system to design the Home Page, Series Landing Page, Vehicle Detail Page, Events Landing Page


THE SOLUTION 






HOME, SERIES, VEHICLE AND EVENTS PAGE




THE IMPACT & TAKEAWAYS
  • From October to December 2023, I was a UI designer on the Ford team, contributing significantly to the success of the pitch presentation for the Ford Performance website redesign.



Transactional Emails




Department: eCommerce & Fulfillment
Category: User Experience, User Interface Design
Project Duration: February 2023 to present

My Role: User Experience (UX), User Interface (UI) Design, and Design System
Team: Eddie Miranda (UX Lead), Priyanka Kar (UX), Angeleena Zacho (UX Copywriter)


COMPANY SNAPSHOT
Sherwin Williams is a global leader in paints and coatings and their 2022 year revenue was 22 billion dollars. Founded in 1866, they have spent the last 155 years creating a legacy of growth, creativity and innovation to meet the needs of their dedicated workforce and their growing global customer base. 


THE PROBLEM
Emails are the last digital experience customers have before they interact with physical products or with the physical store.

  • The current Transactional Emails (see below) fail to adequately update customers at each stage of their purchasing process, leading to confusion and lack of trust. 
  • The visual elements do not conform to the Sherwin Williams design system.







THE ASK
Redesign S-W’s transactional emails through copy and update the visual look and feel to match the brand. We considered all purchase journeys —SW.com, PunchOut, Pro+ App, BOPIS, Scheduled Delivery and Request Delivery.


THE OPPORTUNITY
  • Embrace a mobile-first approach and cross-promote Sherwin’s digital tools to customers through transactional emails.
  • Build trust through communication by keeping customers informed at every step of their purchase journey.
  • Increase customer engagement by leveraging transactional emails' inherent appeal for higher open rates and meaningful interactions.


ROLES & RESPONSIBILITIES
In my role as a UX Designer, I was tasked with:

  • Conducting empathy maps to identify user needs, pain points, and opportunities for improvement.
  • Developing wireframes for email redesigns, focusing on Pickup in Store, Request Delivery, Scheduled Delivery, and Punchout.
  • Establishing a component library to ensure design efficiency, scalability, and brand consistency by reusing components.
  • Producing high-fidelity designs and preparing the work for IT handoff.



THE SOLUTION




THE PROCESS
  • Email UX Flow
  • Empathy Mapping
  • Wireframes
  • Component Library (Creating components with variants aligned to the 8px grid system)









THE IMPACT & TAKEAWAYS
  • Realizing that the process is fundamental, I found that empathy mapping was instrumental in understanding both the users' needs and pain points, as well as identifying areas for improvement.

  • Strengthened my skills in Design System by developing a comprehensive component library within an 8px grid system, ensuring strict adherence to WCAG accessibility guidelines.



Scheduled Delivery




The Scheduled Delivery project is set to launch in November 2023 and will initially roll out as a pilot program in a single store. Reach out if you would like to learn more.

Department: eCommerce & Fulfillment
Category: User Experience, User Interface Design
Project Duration: 2022 - Present

My Role: User Experience (UX), User Interface (UI) Design, Prototyping

Team: Eddie Miranda (UX Lead), Priyanka Kar (UX), Angeleena Zacho (UX Copywriter)









Freshkey





Sustainable Living Laboratories (2022)
Category: Design Research, User Experience, User Interface Design, Behaviour Change
Project Duration: 10 Weeks

Team Size: 5
My Role: UX Researcher and Designer


PROJECT OVERVIEW
To help individuals alter long-term habits to enhance their positive impacts on the environment and society.


MY ROLE
1. Conducted quantitative and qualitative research to explore university/college student behaviour in relation to refrigerator food storage leading to food wastage in American households.

2. Designed a mobile application that keeps track of food in the fridge and reminds users to consume it, thus preventing food wastage and helping them save money and resources.





THE PROBLEM
College students in the United States waste twice the amount of food as compared to anyone else, leading to loss of money and resources, and resulting in global warming due to food waste in landfills.



THE BRIEF
1. Identify one repetitive behaviour (or lack thereof) of college students in the American household that has a significant impact on climate.

2. Devise a behaviour change strategy that helps college students change, adopt, eliminate, or reduce that behaviour in a long-term fashion.


THE PROCESS




RESEARCH METHODS
Surveys, Photo Studies, In-depth Interviews, Behavioural Mapping, Affinity Mapping, Wireframes, Prototyping, Usability Testing.

Click here to see why I chose these methodologies.



APPROACH
My approach began with creating a research plan to set achievable timeline and conveying this outline to stakeholders to align them with the project goal and what we were hoping to achieve.




THE SOLUTION










PRIMARY RESEARCH
Primary Research
Goal: To look deeper into college student's interactions with their refrigerators to understand the causes behind food waste.



COMPILATION OF OUR PHOTO STUDIES ON MIRO






Online Survey 
Goal: To identify users’ ingredient storage behaviour with a focus on the storage place, storage time, food waste and main reasons for waste.

Click here to view the Survey Questions



Overall we received 40 responses from our online survey.












After affinity mapping I pulled out 4 key insights that led me to 4 opportunities!






Meet Forgetful Frank
Forgetful Frank has high motivation for behaviour change but low ability. This is where we felt our team's design intervention would help people like Forgetful Frank to achieve the desired behaviour change.

View all Behavioural Personas





CURRENT USER JOURNEY OF FRANK



Freshkey: The key to eating fresh food and keeping your food fresh!







Based on various feedback from 8 participants, I continually iterated my design with 5 major improvements:








Information Architecture: View Information Architecture






CREATE Action Funnel
A step by step process to understand how the user will behave at every step.







TAKEAWAYS
The Impact
1. Strengthened my research skills through various qualitative research methods like Photo Studies and Behavioural Mapping Activities

2. Helped me justify when to use which method and the value in doing so. (Eg: Using Photo Studies as a primer to Interviews, and Behavioural Mapping after Interviews to probe users more)

What could be improved?
Adhering to WCAG Standards (Web Content Accessibility Guidelines) in the app interface in terms of colour contrast





Priyanka Kar ︎  2024