HELLO,
MY NAME IS CEYLLA
UX RESEARCHER
KIRKLAND, WA
425-299-6496
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I AM
a Seattle, WA based UX professional with nearly 6 years of experience in the UX field and nearly 2 years of direct experience as a UX Researcher.
a graduate from Western Washington University with a B.Sc in Psychology.
What drives me as a UX Researcher is to uncover and clarify user preferences and behavior to inform and guide products.
I have experience in :
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A ABOUT ME
Nature walks with my dog
Gardening and landscape design
Spending time with loved ones
little more
BEFORE...
...AFTER
Board and card game enthusiast
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Baking bread
UX TOOLS
OTHER TOOLS
Qualitative Research Methods:
SKILLS
Leading research for product teams
Quantitative Research Methods:
Project Management
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Align
Analyze
Report
Plan
Execute
Repeat
PROCESS
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Like Design Thinking, my ideal process is not linear but rather continuous.
Starting with alignment, I treat product teams like users where I want to align and empathize with the product team's goals and problems.
Staying flexible is important to me. Which means that I enjoy learning about different team’s processes and adjusting to their needs. The best outcome is where we can learn from each other.
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From purchasing to upgrading, the car buying experience has become an increasingly frustrating experience. How can we improve the car ownership experience?
CAR OWNERSHIP
EXPERIENCE
1
Identifying inefficiencies and unifying program managers and the Safety Drivers (professional autonomous software testers) on the definition and implementation of safety improvements.
SAFETY FOR AUTO- NOMOUS DRIVERS
2
CASE
STUDIES
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The Car Ownership
Experience
LET'S ADMIT IT.
More often than not, the car shopping experience in the US is arduous, frustrating, and time consuming. COVID impacted the car-buying experience like many industries and the experience has become ever more frustrating for many. With Toyota's new line of EV vehicles, we sought to focus on EV car shopping experience.
How can we improve the car shopping, buying, ownership, and upgrading experience for EV vehicle consumers?
CASE STUDY:
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ROADMAP
In order to understand the current experience, I led focus groups that aligned with the four major milestones of the car ownership experience; Shopping, Buying, Ownership, and Upgrading.
Phase 1: Generative Research
Research continued into usability testing of high-fidelity prototypes. Due to COVID, usability tests were conducted remotely over UserTesting.com
Phase 3: Usability Testing
After understanding and outlining the customer journey, it was established that an app that caters to the four major milestones would help improve the experience. The app could be combined with the current Toyota app that will allow for a one-platform experience.
I drove continuous research by planning and conducting iterative interviews that tackled key features of the app such as data privacy, multi-user profiles, and use cases such as parents with young children.
Phase 2: Continuous Research
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The current car ownership experience is painful and frustrating to say the least. How could Toyota improve the car shopping and ownership experience for their customers?
PROBLEM
Deepen our understanding of the current car shopping and ownership experience in the U.S. market and use research to build a one-stop-shop app.
OBJECTIVE
IDI's, Focus Groups, Card Sorting, Usability Testing
METHODOLOGY
Product Designers, UX Designers, Project Managers, Directors, Chief Technology Officer, VP at Woven Planet Holdings
TEAM
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As the researcher, I led all phases of the research for the Car Ownership Experience project. I worked closely with the VP (main stakeholder), Senior Product Designer, and a UX design vendor (~6 people), understanding research goals for the iterative sessions, creating and executing research proposals, and provided low-fidelity design recommendations based on the findings. Within 4 months, I had delivered:
MY ROLE
The research resulted in a fully mapped out customer journey of the U.S. car ownership journey, from shopping to selling. The research was foundational to building an interactive app prototype for Toyota to incorporate and improve their current app.
RESULTS
During my experience in UX research, I had rarely come across researchers sharing visuals other than data visuals such as pie charts, graphs, and etc. I learned through this important project that pictures really are worth a thousand words and easier and more actionable than words and graphs.
LEARNINGS
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Safety for
Autonomous Safety Drivers
CASE STUDY:
"SAFETY DRIVERS"
or Autonomous Safety Drivers, test autonomous driving software, the latest craze in the automotive industry. The profession hinges on SAFETY more than anything. The autonomous driving team at L5 had difficulty increasing productivity and their testing cadence, despite increasing their fleet of drivers. With research, we I identified key areas that could be improved, both physically, digitally, and culturally.
How can we improve efficiency and safety for Autonomous Vehicle testers?
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ROADMAP
Given that this was a new space for my team and I, we first spent time conducting interviews, observing, and walk-thru's of their processes. Due to COVID, observations had to be done virtually through live streaming.
Phase 1: Understand the Jobs to be done
After consulting the software engineering team to assess feasibility of some of the digital design suggestions, I conducted a survey to gather usability feedback from all established and new Safety Drivers. Due to COVID, conducting an online survey was the only method at the time.
Phase 3: Gather Input
Many of the Safety Drivers I interviewed were highly experienced with valuable industry knowledge. One of the biggest emphasis was how Safety was not properly measured where Program Managers considered # of curve bumps as unsafe while Safety Drivers emphasized that Safety is an internal feeling and how the car responds in critical situations.
Through the interviews, I gathered what Safety meant and drafted physical and digital environment improvements to improve Safety.
Phase 2: Grow Empathy
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The autonomous driving team had difficulty increasing productivity and their testing cadence despite increasing their fleet of drivers. What are the addressable blockers for the program to increase productivity?
PROBLEM
Identify environment and software improvements that could be made for autonomous vehicle testers (“Test Drivers”) to help make the program more efficient.
OBJECTIVE
IDI’s, Surveys, and Observations
METHODOLOGY
Safety Drivers, Program Managers, Product Designer, Fleet Managers, Project Manager, Director, VP of Self-Driving Unit
TEAM
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The primary user, Safety Drivers, were new and unknown for myself and my team. We started with a first round of interviews to understand their journey and identified the Jobs to be done for the Primary and Secondary Safety Driver. After understanding their roles and identifying patterns in pain points, we launched surveys to quantify design suggestions of their physical space as well as digital improvements to their software. At the end of the research, I delivered:
MY ROLE
My team and I shared our insights on the Test Driver journey with adjacent UX teams. The Program Manager and team implemented the physical space recommendation based on our research.
RESULTS
I learned tremendously regarding Autonomous Driving testers, including how competitor companies conduct such tests. In addition, I found that getting feedback from users with Feature Prioritization was most impactful for the program team.
LEARNINGS
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REFERENCES
Andras Ora
Senior Product Designer
Leo Yeykelis
Director of UX Design and Research
Max Forrest
Senior UX Researcher
Woven Planet Holdings Inc.
Woven Planet Holdings Inc.
MF UX Research
Email: yeyleo@gmail.com (preferred)
Phone (US): 646-831-3683
Email: maxwell@uxresearch.jp
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CONTACT
INFORMATION
+1 425-299-6496
Kirkland, WA (USA)
c.ikedah@gmail.com
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THANK YOU
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