Making Splitting & Paying Household Bills Easier User Researcher. Problem. Process. Solution

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1 Hi! I m Diane. Using ethnographic interviews, surveys, think-alouds and design thinking, I build experiences and products that solve real problems for people.

2 Making Splitting & Paying Household Bills Easier User Researcher Design a simple web app that allows users to split and pay for utility, dinner, and grocery bills, while keeping track of outstanding debt. Surveyed Target Market Remote & In-Person Usability Testing Conducted Ethnographic Interviews Created Customer Advisory Panel I recruited mothers, college students, and couples who were living together and interviewed them to understand how they currently split bills with kids, roommates and significant others. Analyzed competitive services and prioritized functionality. Created a customer advisory panel for the founder to get quick feedback from. I realized that the biggest market would be housemates, so I designed an experience for them to be able to split household bills with each other.

3 Identifying the Needs of Healthcare Providers and Freelancers in New York Ethnographic Researcher Rethink the relationship between healthcare providers, freelance workers and the Freelancers Insurance Company. Psychiatrist Pediatrician Internist Allergist In three months, I recruited, designed the scripts and interviewed 25 healthcare providers (psychoanalysts, psychiatrists, internists, pediatricians, optometrists, allergists, nurse practitioners, plastic surgeons, dermatologists) and 30 freelancers (writers, disk-jockeys, photographers, web designers, film producers) some insured by the Freelancers Insurance Company and some not. To satisfy the needs of the different populations, we proposed that our client, the Freelancers Insurance Company, build a simple web application. We created wireframe prototypes to get them started.

4 Introducing Wattbot to New Consumers Co-founder & Researcher Help first-time visitors understand Wattbot s value when they arrive at the homepage. We surveyed and interviewed over 400 Americans to better understand our target market. We created three personas from that research: the greenminded woman who wants to reduce her energy usage, the head of the household who is angry at the high energy bills and the retired couple who is trying to make the most of their limited income. We created three messages, one for each persona, but made sure to keep an underlying theme: use less energy, save more cash. We rotated these messages on the homepage so that we would appeal to all three groups.

5 Helping Consumers Save Money Co-founder & Interaction Designer Help consumers understand that our suggestions are the most cost-effective options for reducing their energy bills. During user testing, we noticed that users were constantly switching between the recommendations, financials and providers pages, so we decided to combine all of those into one page. Before After In addition to changing the workflow, we removed the ability to sort by ROI, cash up front and savings per year and replaced it with three categories: Recommended, Worth Considering and Not Recommended. The stars became the only sorting criteria. We also changed the default layout to hide the details of each technology, making it easier to understand the overall picture.

6 Engaging Consumers in a Scalable Way Co-founder, Researcher & Product Manager Educate a broad audience about the various energy efficiency and renewable energy technologies Wattbot could recommend. After doing some competitive analysis on energy videos and interviewing our consumer advisory panel, we decided to create short videos to answer common questions about each technology. We wrote 3-minute scripts and then we worked with our video production team to create the shorts. Inspired by the Virgin America safety instructional video, our team created quirky animations instead of the serious this is how solar energy works videos. They added a fun and catchy soundtrack to the background of all the videos too.

7 Creating FailCon: a Conference about Startup Failures Co-founder & Associate Producer Create an outlet where entrepreneurs can learn from each others mistakes. We ed, called and met with folks in the Bay Area startup community and asked them what their failures were. We learned that while there were some people who weren t comfortable sharing their stories, there were many serial entrepreneurs who were proud of their failures and would love to share their stories with their peers. called our first show a breath of fresh air labeled it a big success In 2009 we created FailCon, a day-long conference for 400+ attendees with main stage talks to showcase failures in product design, hiring, public relations, marketing, accounting, scaling, bringing services inhouse vs contracting out, community management and customer service. FailCon 2009 was such a success that we decided to make it an annual event.

8 Bringing Green Roofs to the Public Co-Designer & Product Manager Educate homeowners that green roofs are a viable rooftop option by increasing the number of green roofs in San Francisco. I co-chaired SPUR s SF Green Roof Task Force, meeting with city officials to learn about how green roofs fit into the city s guidelines. After confirming that they were completely allowed, we hosted monthly meetings with local architects and landscape architects, and learned that there wasn t enough consumer awareness and demand for green roofs. We decided to do a public green roof demonstration project, and it had to be at eye level. Copyright 2009 National Geographic A bus shelter in downtown san Francisco supports a tiny living roof. It's intended to plant a seed in the minds of Americans. Diane Loviglio, who planned the bus shelter roof, hopes ordinary passersby will see "a viable home-improvement idea." The sustainable-design activists wanted to showcase the green-roof idea, less familiar in the US than in much of Europe, "at street level," she says, "so people don't have to tour a giant industrial building to understand it. -National Geographic May 2009 Issue We created a pilot green roof on top of the bus shelter in front of the San Francisco Public Library, across from City Hall so everyone could see it.

9 Diane Loviglio