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Portfolio

Stephen (Stef’n) Ellis

Product Designer

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2

01

Mobile app

Schedaero - Business aviation operations

2018

02

Enterprise app

New Relic -

Identity & access management

2020

03

Database API

Fauna -

End-to-end product experience

2023

Contents

Table of

04

Data Analytics

Uplevel -

End-to-end product redesign

2025

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About

me

Background

A bit of what drives and inspires...

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Background | About

Stranger in a strange land

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Background | About

Jack of all trades

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Background | About

Community & Mentorship

It takes a village

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Mobile

app

Flight operations

Schedaero

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8

Pilot App | Schedaero

Company

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Pilot App | Schedaero

Business challenge

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10

Pilot App | Schedaero

Customer challenge

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Pilot App | Schedaero

MVP (6mo)

Research/Design
Engineering development

Beta (3mo)

User feedback

Release (3mo)

Ongoing new feature releases

Team

E/P

Schedaero (PDX)

XD

E/P

Avinode (GOT)

Experience design

(Single designer)

Timeline (1yr)

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Pilot App | Schedaero

The opportunity

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Pilot App | Schedaero

Stakeholder alignment

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Pilot App | Schedaero

Research & Analysis

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Pilot App | Schedaero

Research & Analysis

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Pilot App | Schedaero

User journey

Visualize the flow

Understand key questions/concerns at each step in the user’s workflow

Business impact

First time my internal stakeholders had a clear understanding of all the roles across the org (influencers, decision-makers)
Sales touchpoints historically was more limited to directors,

So I began advocating for the need win over the entire customer’s org (all personas)
Ultimately, everyone would be impacted by a change to process, would want them all on board to help ensure adoption, usage and success

Helped reset prioritization

Given the realization of how important and influential pilots were in decision-making
Shifted business prioritizes to more pilot-focused feature development across the board

Journey utilized as an internal tool as well

For onboarding, sales, marketing, and engineering

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Pilot App | Schedaero

Design sketching

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Pilot App | Schedaero

Design iteration

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Pilot App | Schedaero

Usability testing

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Pilot App | Schedaero

Design

Layout changes

Information hierarchy was driven by the natural flow of a trip

In the order pilots would want to consume that information, and the right level of detail at each layer

Initial collaboration with engineering proved challenging given the time difference

We did not have many real-time syncs on design or research findings
Early usability tests revealed preferences around a single page layout

However, the iOS dev unilaterally decided to build a tabular view instead, given it was easier to build, and involved less API complexity
I realized that I should have done more to ensure we were aligned around the single page view
Fortunately, I had an opportunity to fly out and work with him 1:1 for a couple of weeks to rebuild trust and gain alignment moving forward

Resulted in an MVP that was focused on Scheduling & Trip logistics

Concluded this was the maximum value I could add to the experience in the quickest amount of time (6mos)
Sales could then go back to customers more quickly to demonstrate we were making improvements

Regain trust and market share

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Pilot App | Schedaero

Design system

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Pilot App | Schedaero

Conclusion

Success metrics

Reduced churn, Increased adoption
Expanded market share (large operators)
Restored trust with existing customers

Learnings

Ongoing research & Analysis presentations
Long term vision critical
Importance of serving the entire org

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Pilot App | Schedaero

Final design

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Identity & access management

New Relic

Enterprise

app

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Enterprise App | New Relic

Timeline (1yr)

Enhancements (6mo)

Research/Design
Engineering development

Automated/Internal (3mo)

Product experience design

Release (3mo)

Full self-serve migration tool

Team

E/P

Migration

XD

E/P

Administration portal

Experience design

(Single designer)

E/P

Contractors (front-end)

E/P

Users & Access controls

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Enterprise App | New Relic

Business challenge

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Enterprise App | New Relic

Customer challenge

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Enterprise App | New Relic

Goals

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Enterprise App | New Relic

Design sprint

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Enterprise App | New Relic

User feedback

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Enterprise App | New Relic

Research & Analysis

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Enterprise App | New Relic

Problem definition

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Enterprise App | New Relic

Research & Analysis

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Enterprise App | New Relic

Usability testing

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Enterprise App | New Relic

Design iteration

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Enterprise App | New Relic

User journey

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Enterprise App | New Relic

Design iterations

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Enterprise App | New Relic

Experience updates

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Enterprise App | New Relic

Final design

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Enterprise App | New Relic

Reflection

Impact

15% increase in Revenue
85% reduction in support tickets
16k Orgs (~4 million users) migrated

Learnings

Channels of communication & Influence
Importance of backend experience
Always new areas of opportunity

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End-to-end product experience

Fauna

Database API

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Database | Fauna

Team

Timeline (1yr)

Research & Analysis (4mo)

Churn analysis
Paper prototyping

Ideation & Design (4mo)

User journey definition
IA/Wireframing

Prototyping & Spec (4mo)

High-fidelity prototype
Design specification

Team

E/P

Product/Engineering

XD

D/M

Documentation/Marketing

Experience design

(Single designer)

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Database | Fauna

Business challenge

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Database | Fauna

Opportunity

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Setup

Assessing the user’s orientation to the information architecture, as well as available options for initial setup.

Create database

Model

Understanding user expectations regarding data model, preferred method for how-to model in Fauna.

Model data

Query

Does the experience provide sufficient support for users to achieve this goal with ease, regardless of background.

Query data

Optimize

Do users understand the utility and are able to quickly utilize the benefits of implementing indexes.

Create index

Onboarding flow

Database | Fauna

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Product analytics

Database | Fauna

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1

Exceptionally steep learning curve
Lack of transferable skills

Complex query language

2

Confusing onboarding
Poor usability

Product experience

3

Too long to understand new concepts
Not seeing value soon enough

Time investment too great

Database | Fauna

Churn analysis

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Indexing

Database | Fauna

Syntax testing

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Syntax (Javascript)

Data model (JSON)

Query (Comprehension)

Test completion: ~1hr

[Activation]

Index (25% success)

Syntax

Data model

Query

Goal: ~30min

[Activation]

Index

Key milestones

Database | Fauna

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Lo-Fi design

Database | Fauna

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Database | Fauna

Design iterations

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Database | Fauna

Hi-Fi prototype

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Query for your data

Task

2

Difficulty: 3 (Moderate)

1

Completion: 80%

Usability metrics

3

Time: ~5 minutes

Feedback

Discoverability main issue
Reference in-product key to success
Dot notation confusing for users
Strong preference for typeahead to assist
Form variant performed incredibly well

Database | Fauna

Research analysis

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Old

Database

Collection

Query

~ 100%

~ 1min

New

Index

Onboarding experience

Database | Fauna

~ 100%

~ 3min

~ 80%

~ 7min

~ 100%

~ 15min

Database

Collection

Index/Query

~ 65%

~ 1 day

~ 45%

~ 1.5 days

~ 33%

~ 2-3 days

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Database | Fauna

Conclusion

Success metrics

Time to activation reduced by 99%
16% reduction in churn
8% increase in plan upgrades

Learnings

Trust in the process
Importance of aligning around data
Importance of new perspectives

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End-to-end product redesign

Uplevel

Analytics Platform

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Analytics Platform | Uplevel

Timeline (2yrs)

Research & Prototyping (3mo)

User Interviews
Internal Design Sprint

Iteration & Design (3mo)

User Testing
Team Collaboration

Implementation & Phased Rollout (12mo)

Design Specifications
Feedback & Improvements

Team

E

Engineering

PD

S/M

Sales / Marketing

Product design

(Solo)

P/S

Product / Support

DS

Data Science

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Analytics Platform | Uplevel

Business challenge

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Analytics Platform | Uplevel

Customer challenge

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Analytics Platform | Uplevel

Opportunity

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Understanding our Users

Analytics Platform | Uplevel

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1

Relying on internal analysts
Series of disparate data sources and reports

Core Problems

2

Manual Spreadsheets
Relying on manager intuition

Current Solutions

3

Single pane of glass
Manage by exception

Opportunity

Analytics Platform | Uplevel

Key findings

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Analytics Platform | Uplevel

Core Needs

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Lo-Fi design

Analytics Platform | Uplevel

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Analytics Platform | Uplevel

Design iterations

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Analytics Platform | Uplevel

Breadth & Depth

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Understand engagement across presonas

Goal

2

Custom segments & Targets

1

Cadence for Execs vs Managers

Metrics

3

Breadth & Depth of engagement

Findings

Initial engagement high, then drop off
Interesting but not lasting
Importance of engineering maturity
Needed more guidance on course of action

Analytics Platform | Uplevel

Measuring Success

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Analytics Platform | Uplevel

Framework

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Analytics Platform | Uplevel

Iteration & Testing

Insights

Help users focus in on problem areas
In-app correlations across metrics
Based on their data/performance

Suggested Actions

Focus in on key teams
Indicate clear outcomes
More flexibility for custom views

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Analytics Platform | Uplevel

Prototypes

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Analytics Platform | Uplevel

Final Design

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Analytics Platform | Uplevel

Outcomes

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Thank you!

Questions?