User Experience and Product Design Portfolio

FERIDOON MALEKZADEH
UX DESIGN MANAGER

FULL SPECTRUM OF DESIGN EXPERIENCE
PRODUCTION * DESIGN * CONCEPT IDEATION / INNOVATION * PRODUCT DEFINITION * STRATEGY
2Feridoon Malekzadeh | Portfolio Presentation 3 August 2016

KEY SKILLS
 Business requirements gathering and functionality definition
 Project management, estimation and planning
 Interface and interaction design/information architecture
 Cross-platform multimedia development
 User research and usability testing
 Visual / graphic design
 Rapid-prototyping
 Languages: English (native), German (fluent), Spanish
(fluent), Persian (conversational), HTML (conversational)
RELEVANT EXPERIENCE
 Experienced as a manager, strong as an individual
contributor
 Goal-oriented individual with demonstrated leadership skills
 Organized, highly motivated, and detail-directed problem
solver
 Experienced in designing and managing the delivery of
global designs and specifications for local-market service
implementations
 Ability to innovate and improvise with limited resources in
new situations
 Proven ability to work with multi-disciplinary teams in all
phases of projects to develop functional and brand-led user
interfaces
 Confident communicator with strong people-skills
3 August 2016FERIDOON MALEKADEH | UX Design Manager 3

RECENT WORK
SAMSUNG (2015-PRESENT)

SAMSUNG+ (OWNER’S HUB)
SAMSUNG (2016)
Role: Design Lead, concept and ideation, creative direction
Description: I was brought on to help with the revamp of our
loyalty app. Initially marketing focused, we were now looking
to integrate customer service options into the app. I led the
effort to simplify what had become a very bloated and
confusing app (too many choices, poor IA, outdated visuals).
Solution: I drafted a vision and defined the core use cases
for Owner’s Hub. I then worked with an agency to deliver a
streamlined, contemporary UI with a focus on educating
customers, providing help and rewarding their loyalty.
Result: Samsung+ has garnered great user reviews and
jumped to a 4.0+ rating for the first time since its release a
year ago. More downloads (now over 10MM) along with
incredible retention (80%) along with more active and
engaged users than ever before! Now (2016) pre-loaded on
the Galaxy S6 and S7 devices, this is the little app that
could. Look for it in up-coming TV commercials.
Launched on March 31st, 2016 – The new Samsung+
3 August 2016Feridoon Malekzadeh | Portfolio Presentation 5

Before and After
OWNER’S HUB
SAMSUNG (2014-2015)

CHEF COLLECTION
SAMSUNG (2014)
Role: Concept and ideation lead, creative direction
Description: Initially tasked with creating a simple “throw
away” app as part of a holiday promotion, I proposed a
larger concept which re-framed the tablet as cooking
appliance and leveraged the use case of meal preparation
as a means of tying all Chef Collection appliances together.
Solution: I presented a phased concept which leveraged
what was asked for as a stepping stone towards a holistic
approach to meal preparation. I influenced all aspects of the
product (brand, packaging, accessories) in order to create a
cohesive and intentional feel to the brand offering.
Result: Announced at CES2015, the holiday promotion soon
caught the attention of the Home Appliance team. The app
has been subsequently funded for global release and will be
preloaded on key devices in 2015/2016.

PROJECT SHOWCASE
PROCESS & STRATEGY // HANDS-ON DESIGN

PROCESS AND STRATEGY
 Social Experience Design (2012)
 Bing Homepage (2012)
 10-4 Framework for OOBE (2011)
 MyTouch (2010)
 POV Process (2009)

Role: Creative direction, concept development, social
experience design
Challenge: To understand the value of social data for the
user when searching and to apply this in innovative ways to
our search use cases.
Solution: Together with my team, I defined a vision for
Bing+Social which envisioned a “baked in” perspective to
social data (as opposed to merely being bolted on to the
product).
Result: My vision and framework for using both social content
and interpreted social sentiment has influenced the pipeline
of ideas and features by providing clear direction for new
features while focusing experiences more on validated user
needs.
SOCIAL SEARCH
BING/MICROSOFT (2013)
EARLY ITERATION OF BING SOCIAL SIDEBAR.

Role: Creative direction, concept development, decision
framework
Challenge: Redesign of the Bing homepage for full screen.
Praised by designers for its clean and uncluttered
presentation (and they wanted to keep it that way); Product
Managers complained with about “all the wasted space” and
quickly brainstormed ways to fill it. How to do both?
Solution: I partnered with the homepage PM, various feature
PMs and the head of the Editorial team and developed a
framework to align goals and requirements based on five
decision making criteria: brand impact, business outcome,
utility, friction and level of effort.
Result: The “Experience Score” removed the subjectivity from
the discussions and provided a shared and objective way of
making feature decisions for our flagship piece of UX.
BING HOMEPAGE
BING HOMEPAGE

Role: Creative direction, workshop facilitation, gathering
requirements
Challenge: Post launch studies of the MyTouch 3G Slide
revealed that our assumptions about how customers got
started with their device was flawed. Point solutions aimed at
simplifying this experience failed for lack of context and
misalignment in the hand-offs.
Solution: I started a grass-roots effort to take a holistic look
and approach to solving the OOBE and on-boarding
problem and introduced the timing framework we have been
using to date.
Result: My 10-4 framework has influenced several in flight
initiatives and has driven other products towards greater
alignment.
ON-BOARDING FRAMEWORK
T-MOBILE USA (2011)

Role: design manager, information architect, art direction
Challenge: T-Mobile was looking to create a unique and
exclusive franchise device for its product portfolio. By
leveraging its investment in Android and the relationship with
HTC, the design team supported the product development
team to deliver a fully skinned UI and heavily customized
device experience.
Approach: As design manager, I led a team of 5-7 designers
through concept development, testing, prototyping,
specification, asset production and final delivery.
Result: Delivered the first of a series in uniquely
differentiated franchise devices while implementing a new,
agile, design engagement model and process (POV).
MYTOUCH 3G SLIDE
T-MOBILE USA (2010)
T-MOBILE MYTOUCH 3G SLIDE FROM HTC

Role: Senior Design Manager
Challenge: To integrate the design team earlier in the
product development process and facilitate buy-in on core
product and service user experiences.
Approach: I redefined the way the business engaged the
design team and drove us towards a new and highly
collaborative approach. The Design Point of View (POV)
process and document I defined has become the de facto
way of engaging design for product development at T-
Mobile. By applying the 80-20 rule, the design team could
focus on the key use cases responsible for the bulk of the
experience.
Result: Quicker decision making, more buy-in, less design
churn and a more efficient use of design resources overall.
DESIGN POV PROCESS
T-MOBILE USA (2009)

HANDS ON DESIGN
 Toast (2011)
 Android Common Customer Experience UX (2011)
 PINK (aka KIN) / KIN OOBE (2008)
 MS Live Search / Bing (2008)
 Turbo Tax (2007)

TOAST SHOPPING
SAGA (2011)
Role: Design Lead, concept and ideation, prototyping
Description: I partnered with the founders of a locally-based
start-up on a product geared towards creating a social-
powered platform for peer-to-peer transactions. Trust,
inventory control and inline-transactions were all known issues
with competing products.
Solution: In a two-week period, I sketched and prototyped
the initial screens and flows for the E2E experience. I later
created all visual assets necessary for coding and was
involved in the review and bug-bashing of daily builds.
Result: Despite issues with the viability of the business model
for the service, we were approached by several highly
interested investors and later sold the proprietary APIs to a
3rd party.

COMMON CONSUMER EXPERIENCE
T-MOBILE USA (2011)
Role: Design Lead, concept and ideation, prototyping
Description: To resolve a stalemate between the devices and
the services team, I rallied a small team (2 designers, 1
researcher) to engage in a week of daily design sprints and
rapid prototyping.
Solution: Daily design sprints. Starting at the whiteboard in
the morning and ending with clickable screens in the
afternoon. Refinements were done incrementally. The goal
was to have something “working” at the end of each day.
Result: In under one week, my team delivered a wide array
of concept sketches, wireframes, and prototypes which
addressed the key pain points. The work we delivered
served as the reference design for what would eventually be
built a year later.

Role: Concept, IA, Interaction Design, Prototyping
Description: The KIN team approached frog to create a new
set of UI concepts to revisit their dichotomous ‘people vs.
objects’ paradigm. The goal was to create a UI which
integrated the individual and social use cases and create
collateral to present these concepts.
Solution: As a lead designer on the project, I helped push
the team to deliver several new innovative approaches.
Mercury was my offering, a radical and new interaction
approach based on building activities between the user and
their contacts and content.
Result: A new context based UI paradigm which
dramatically simplified options presented to the user by
focusing on likely actions (anticipatory design). End
deliverables included use cases, live wireframes, high fidelity
visual designs, experience video and companion booklets.
MERCURY UI CONCEPT
KIN/MICROSOFT (2008)

MERCURY UI CONCEPT
Contextual, relationship based interaction model “paired down” the
complexity of features we needed to show to the user.

Role: Concept, Use Cases, IA, Interaction Design, Prototyping
Description: The KIN team approached frog about defining
an on-boarding experience which would quickly result in a
highly personalized device regardless of a facilitated or
non-facilitated set up experience with the phone.
Solution: Delivered animated wireframes which walked
through the key on-boarding use cases. Proposed solution
supported quick, 5-minute personalization (e.g. pictures,
feeds and tweets from friends) as opposed to mere
customization (e.g. picking wallpaper).
Result: As lead on the project, I helped drive the definition of
the on-boarding 3+3+3 framework (user activities to be
completed in the first 3 minutes, 3 hours and 3 days with the
phone) and proposed channel agnostic OOBE solution.
UNIVERSAL OOBE UX

Role: Creative Director, IA, Interaction Design, Persona
development, Prototyping
Description: The Microsoft Search team approached frog
about pulling together a demo which would push the
boundaries of the search experience and pitch a vision for
the (near) future.
Solution: I created a “category focused usage” concept
and led a small team of designers to create a robust
Silverlight prototype for executive level presentations.
Result: The vision demo created by the team was used to
uncover service and enabler needs and inform technology
decisions.
SEARCH VISION DEMO

Role: Lead IA and Interaction Designer
Description: Intuit was looking for a new design layout to
make its large tax knowledgebase more discoverable and
accessible for customers. It also needed to drive care calls
down by redirecting customers to the options on the web.
Solution: Through a system of progressively revealing
contact options to customers, my solution drove dramatic
traffic to the available content on the web. I proposed a
quick and efficient way of navigating the FAQ content
which is still being used today.
Result: increased efficiency in finding help content, calls to
care reduced.
TURBOTAX SUPPORT
FROG DESIGN (2007)

“The Solutionator”
Main navigation UI
used for drilling
down through site
content taxonomy.
Robust Content Display:
Articles display ‘sister leaves’
in order to provide in-
context, relevant options for
related content.
Increased Error Tolerance
Smarter process flow increases visibility of relevant
support options as well as ensure routing to proper
support channels.
TURBOTAX SUPPORT
FROG DESIGN (2007)

TURBOTAX SUPPORT
FROG DESIGN (2007)

ALL DONE.
FERIDOON MALEKZADEH
http://feridoon.malekzadeh.net
fmalekzadeh@gmail.com
+1 (206) 832 6296

User Experience and Product Design Portfolio

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