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https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1524861246833-FL792GV7YL4JLPA4W110/CoasterCrewHome2018-mobile.png Coaster Crew Redesign https://www.davidparmeleeconsulting.com/theme-park-university daily 0.75 2017-11-26 https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657031557-F0YSJWXVF3SBU2E678U8/1-ThemeParkUniversity-Post-Top-1500x630.jpg Theme Park University Usability Improvements - Improved navigation Navigation changes included improvements to the homepage's article feed, the search box, and the categories. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658685896-3B03380E44FA6R65MDA7/14-ThemeParkUniversity-Post-Subscribe-LogIn-1500x630.jpg Theme Park University Usability Improvements - After I moved the Subscribe widget down the sidebar as a final call to action for readers who have seen more of the site's value. I changed the "Meta" header to "Log in to comment" since commenting on TPU posts requires registration. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658502404-9HXNS3ISNGE783YJZGRG/12-ThemeParkUniversity-Post-AboutAndAdvertise-1500x630.jpg Theme Park University Usability Improvements - About & Advertise New widgets in the sidebar tell readers about Theme Park University and invite businesses in the amusement industry to advertise to an already interested audience. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657593713-BJUSBHHE8KC050A9P2QE/4-ThemeParkUniversity-Post-MorePosts-1500x630.jpg Theme Park University Usability Improvements - After A call to action invites visitors to read the full article. The Older Posts and Newer Posts links became buttons to help people see that there were more posts. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657825062-818UIY0D8BDN8HC9L8EZ/2d-After-TPU-Navigation-Related-Content-1500x630.jpg Theme Park University Usability Improvements - After I installed a related content plugin, which pointed people to more related articles within the same site to increase pages per session. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658318627-3SOGBGNU1UI5RBGN752R/9-ThemeParkUniversity-Post-Facebook-1500x630.jpg Theme Park University Usability Improvements - Facebook Like box Similarly, I installed a Facebook like box to replace the previous one, which was broken. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657194743-LJON5IWPHB3K0R833QR0/2-Before-TPU-Navigation-Top-1500x630.jpg Theme Park University Usability Improvements - Before Before, the main navigation menu's location made it very easy to miss. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657965447-PEZS1140U8LSPLRUQ7VG/5-Before-TPU-Home-Google-Amazon-Categories-1500x630.jpg Theme Park University Usability Improvements - Before The sidebar presented a series of widgets: a search box, a suggested product for Amazon affiliates, a series of categories, and (further down) a small button for following TPU on Twitter. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657227121-IT64WFIB0KFNYHCZI1TG/2b-After-TPU-Navigation-Top-1500x630.jpg Theme Park University Usability Improvements - After I moved the main navigation to a fixed-position bar at the top of each page. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658615021-M83BQ1TIWSFN8EMS7MBL/13-Before-7-TPU-Sidebar-Meta-1500x630.jpg Theme Park University Usability Improvements - Before The sidebar had a series of Amazon ads presented without context. The register and login links were under a confusing "Meta" header, which did not state a case for signing up. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658114038-VENJU2JNJMECC50019OS/7-ThemeParkUniversity-Post-AmazonTwitter-1500x630.jpg Theme Park University Usability Improvements - After I added background information to explain why people should support TPU on Amazon. I also installed a plugin which embedded a feed of rotating Tweets into each page. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658425796-7Y3Y9Z1TUHOSM8RNINRB/10-Before-TPU-Home-Sidebar-Ad-1500x630.jpg Theme Park University Usability Improvements - Before TPU had sidebar ads which were falling victim to right rail blindness. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657521283-2O1A44ZMCU00Y9IR3H52/3-Before-TPU-Home-Excerpts-1500x630.jpg Theme Park University Usability Improvements - Before The original post excerpts were WordPress's defaults and did not have calls to action to read the post. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511658444240-EMND8ZST9JTL9D0QP016/11-ThemeParkUniversity-Post-InPostAds-1500x630.jpg Theme Park University Usability Improvements - After: New ads The new advertisements were scattered throughout each post. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511656561525-P0ZVLNIQY4VRS7GQDCK4/0-Theme-Park-University-Post-Top-no-shading-1500x630.jpg Theme Park University Usability Improvements https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511657755488-6OI1VCJ1495SXQ0SLOZM/2c-Before-TPU-End-of-Article-1500x630.jpg Theme Park University Usability Improvements - Before TPU articles had a series of unfocused calls to action: sharing the article, liking it, clicking on an ad, and viewing previous and next posts. https://www.davidparmeleeconsulting.com/dc-trails daily 0.75 2017-11-27 https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813676539-OD5GIERU29NOB3X7KZXU/31+-+DCT+I1+Wires+-+Stops.png DC Trails Hop On Hop Off Tours App These views show similar cases for stops. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814566853-XIIW16OPY8UY90R4XZS6/39+-+DCT+I2+Wires+-+Map+Bus+Annotations.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813390291-1AHZPX3SP3YJNSYPWA8S/19+-+DCT+I1+Wires+-+Guest+Onboarding+2.png DC Trails Hop On Hop Off Tours App At the end of onboarding, we would have invited users to download the maps and start planning their tour of DC. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814456802-2OA8DQSCK36IOFU0N30P/35+-+DCT+I2+Wires+-+Dashboard.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511797510385-ACJS54P6QROZYMPZR5RD/14+-+DC+Sketches+-+Maps.png DC Trails Hop On Hop Off Tours App These design sketches include many of the ideas that we included in the live app’s Maps section. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814763113-P24MG68UKKATNW7COY25/42+-+DCT+Visual+Design+-+Jamie.png DC Trails Hop On Hop Off Tours App This is a Dribbble shot posted by Jamie Syke, the visual designer for this app. His great work on the visual design gave the released app its consistent, on-brand look and feel. I encourage you to read what he wrote about the project on Dribbble and give him likes and good comments! https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813575904-0FI4D7DGZ8PD2BVCIQHE/25+-+DCT+I1+Wires+-+Tour+EOD.png DC Trails Hop On Hop Off Tours App This flow would have provided some closure to people at the end of their tour day. It also would have presented an upsell to 24-hour tour customers to add the second day to their tour. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813589940-K4QUQI7FIT7NCLIX981I/26+-+DCT+I1+Wires+-+Planning+Intro.png DC Trails Hop On Hop Off Tours App This flow would have helped people decide whether to see preset tour plans or make their own plan. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511794541200-3VASECH3O60FMCL0N55X/43+-+DCT+App+Store+Listing.png DC Trails Hop On Hop Off Tours App Screenshots for the DC Trails Hop On Hop Off Tours app's initial iOS App Store release https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813730409-1Q97F3A9BWHOUGXT1WDM/33+-+DCT+I1+Wires+-+Tour+Guide+Ratings.png DC Trails Hop On Hop Off Tours App TripAdvisor reviews of DC Trails frequently mention individual tour guides. Some passengers set out on their tour hoping to be on a specific guide’s bus, which is why we show that on the map views. This flow would have allowed users to rate tour guides (and have that display elsewhere in this app) and learn more about them. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813735223-L5ALHLTVCW65ZCM69O1F/34+-+DCT+I1+Wires+-+Destination.png DC Trails Hop On Hop Off Tours App I initially explored an accordion layout for destinations so that users could see more contextually relevant content more easily, but our team decided against it because iOS’s HIG lacks built-in accordions. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813286276-OY3ERJ7BKJPC9X361MIY/17+-+DCT+Wires+-+I1+Dashboard+Sorting.png DC Trails Hop On Hop Off Tours App These wireframes show how the destinations list would have behaved with favorites and different types of sorting. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511797515632-R9ILCKGGLJOFSALYEJ69/15+-+DCT+Find+My+Stop+Sketch.png DC Trails Hop On Hop Off Tours App This early design idea allowed users to find directions to their nearest bus stop based on nearby destinations if they had disabled location services on their phones. For version 1, we decided to require location services to be on in order to give directions. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796852714-XXJE4NWG4SZDX5ECW7EP/8+-+DCT+Primary+Persona+Decision.png DC Trails Hop On Hop Off Tours App - Deciding on the primary persona Using the factors outlined in Designing for the Digital Age by Kim Goodwin, I determined that one of our personas was the best primary for us because of her market share and the potential value that DC Trails could get from a design for her. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796259842-6UVSFAU14F8OIAU57POV/2+-+DC+Trails+HIT+copy.png DC Trails Hop On Hop Off Tours App Qualification survey questions https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813472506-F91X48JE8D9BXY5DTJEN/21+-+DCT+I1+Wires+-+Start+Tour.png DC Trails Hop On Hop Off Tours App This screen would have shown a user’s full touring plan when they started their tour. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511797521545-L49MVTJCJBFNPFW1ZXAI/16+-+DCT+Touring+Mode+Sketch.png DC Trails Hop On Hop Off Tours App Several flows dealt with a touring mode, which would have provided special features during a tour of DC. This shows how users in touring mode would finish their tour and invites them to review DC Trails on Yelp and TripAdvisor only after they have already completed a tour. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796995706-LW8ZSX60KTI4HZQW17YG/11+-+DCT+Primary+Persona+Empathy+Map.png DC Trails Hop On Hop Off Tours App - Empathy map example Created for primary and all secondary personas. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813624389-TVU863T7LP5CLAIICC7H/27+-+DCT+I1+Wires+-+Preset+Plan+Examples.png DC Trails Hop On Hop Off Tours App These are two examples of preset tour plans I was considering. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796633802-2B9MCFTDH0MTPP1Q0K9N/6+-+DCT+Personas+Behavioral+Variables.png DC Trails Hop On Hop Off Tours App Behavioral variables for DC Trails https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813558909-2RS8BNSYREUIHF5L8NGJ/23+-+DCT+I1+Wires+-+Plan+in+Touring+Mode.png DC Trails Hop On Hop Off Tours App The planning feature would have let users keep track of where they had already been and add, reorder, or remove destinations from their tour. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511797171822-HU9CZC7520PEZUDB99JN/12+-+DCT+Idea+Selection.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796902391-S7QVS63I4ZFQDYSUEPX6/9+-+DCT+Personas+Final+Overview.png DC Trails Hop On Hop Off Tours App - Final personas spreadsheet Our primary persona, Sarah, is shown in green. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814468106-1GYNFYREJS3JARTQ9YIR/36+-+DCT+I2+Wires+-+Multiple+Filters.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813563598-MVYKTB65QQ642HOP8EU0/24+-+DCT+I1+Wires+-+What+Are+You+Near.png DC Trails Hop On Hop Off Tours App These screens would have introduced a flow for users to find their nearest stop based on where they had been or where they had planned to go. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814591548-I8R4TLU3WEMBKQRAF0Y9/40+-+DCT+I2+Wires+-+Map+Destination+Annotations.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796807751-UNMFZOIZ77FH3SZ8H5A9/7+-+DCT+Personas+I2.png DC Trails Hop On Hop Off Tours App - Iteration 2 I compared each of the non-negative personas to the others so that I could determine potential design targets for the app. Here, I ended up with several potential design targets for the app. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813522123-AFTH5RL5K66CQPOU1SCW/22+-+DCT+I1+Wires+-+Connect+to+WiFi.png DC Trails Hop On Hop Off Tours App This flow shows how users would connect to the bus’s WiFi during a tour. When the bus arrives at the stop where they need to get off, the app would provide some tips for visiting their next destination. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796739176-GFETLBTJ904D5NZBJXOM/5+-+DCT+Personas+I1.png DC Trails Hop On Hop Off Tours App - Personas: iteration 1 In the first iteration, I focused on demographic variables, main points, goals, and pain points. The negative personas, who were definitely not targets of our design, were already obvious. The group leader was still TBD. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813656950-GZA2B7KUPXUU4UBHLJRM/29+-+DCT+I1+Wires+-+Maps.png DC Trails Hop On Hop Off Tours App The “I’m in DC” button brings up a prompt for location services if they are not enabled. After enabling location services, people can see where they are on the route. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814554505-NELCK87ODRE9QCIDFXVG/38+-+DCT+I2+Wires+-+Map+Stop+Annotations.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796442340-THRJ4LUHCDUX9M836L8I/4+-+DCT+Survey+Report.png DC Trails Hop On Hop Off Tours App Sample of survey results https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814674829-EWZH723WX6L5NEJZUR1H/41+-+DCT+I2+Wires+-+Destinations+with+Tabs.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813337852-2UEDWGBSQH36050W6BRF/18+-+DCT+I1+Wires+-+Guest+Onboarding.png DC Trails Hop On Hop Off Tours App Our onboarding flow originally distinguished between DC Trails guests, people visiting DC but not touring with DC Trails, and people who were just checking out the app. These onboarding questions were intended to gear the app’s content toward users’ familiarity with the city and their interests. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511797219620-WDRC0MQZT2EJCBGD11AN/13+-+DCT+User+Flow+Example.png DC Trails Hop On Hop Off Tours App https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813628915-GNNFYADR8MXS0C1EJBEH/28+-+DCT+I1+Wires+-+Create+Your+Own+Plan.png DC Trails Hop On Hop Off Tours App This shows how people would have been able to build their own plans to tour DC. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813662466-OYJUZK7BEKDEOOMNFFXH/30+-+DCT+I1+Wires+-+Destinations.png DC Trails Hop On Hop Off Tours App These are destination views on the map, scrolled to show cases like the last bus of the day and no more available buses. DC Trails’ route for this tour is such that there are several places where a departed bus could visit several other stops and then come back to another stop near the user’s current stop. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796959386-XOME7ZPK2MHCRXM5E5PO/10+-+DCT+Personas+Final+-+Goals+and+Pain.png DC Trails Hop On Hop Off Tours App - Goals and pain points https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813468034-3LD4F9Z1QF3F99UGS27S/20+-+DCT+I1+Wires+-+Notifications.png DC Trails Hop On Hop Off Tours App I originally planned to allow people to opt into notifications right before and during their tour so that the app could help them find their bus and plan their trip. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511796301262-0J1UOODX0HHGCJYVI9O4/3+-+DC+Trails+Survey+Questions.png DC Trails Hop On Hop Off Tours App Main survey questions https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511813680889-O9936WRHHMDLC157H2LP/32+-+DCT+I1+Wires+-+Buses.png DC Trails Hop On Hop Off Tours App With GPS units on the buses, DC Trails can determine where their buses are at any time and relay that to the users. https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511814486587-F897ATHTVHWDOZHVB31L/37+-+DCT+I2+Wires+-+New+Onboarding.png DC Trails Hop On Hop Off Tours App https://www.davidparmeleeconsulting.com/dekalb-county daily 0.75 2017-11-26 https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511660496741-F6FRYQDSUMPCVUAZVDTH/DeKalb-Site-Map-2015.png DeKalb County Excerpt of DeKalb County's site map as it existed in 2015 (Internet Archive) https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511660560150-G721Y8HL8XAK6F4BVEZ7/DeKalb-Site-Map-Concept-2017.png DeKalb County Excerpt of my new site map concept for DeKalb County. Because I do not have access to the original deliverable, I recreated this in November 2017 using a technique that I used in a recent NDA project for an IT consulting firm. I put over 100 cards into OptimalSort and created categories representing not only top-level menu items but also mega menu headers. For example, "About -> History" would be a mega menu for the About menu, with a section in it with "History" as its header. https://www.davidparmeleeconsulting.com/portfolio daily 0.75 2019-05-14 https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557367160607-03VDXZYV1ZRP5H0O3ISB/59785640_449943212240865_4488999251119964160_n.jpg Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557834060324-1ZVDQ89WVE2FXLSJTXD8/Screenshot+2018-03-19+20.46.14.png Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1524862422992-VRERWJNYOB21HOAXVGRW/CoasterCrewHome2018-mobile.png Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557367152648-F9G5GRUFJDGYYE5FMAQW/image-asset.jpeg Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557367136374-UJ7A8XG3T3YE9P13I3XY/60007360_369450750592522_831929805116014592_n.jpg Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557367180695-L9LYKOEROIIBIFNMDAYF/59713325_442865953140844_2776706454332112896_n.jpg Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511895177799-ZYFKKJO3YWZ51E0JFXQI/43+-+DCT+App+Store+Listing.png Case Studies - 19% Increase in average Yelp review score for DC Trails (April-November 2017) https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557874570172-R9M3QPF44KLZDQM82UQK/Screenshot+2018-03-19+20.35.14.png Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511894590327-AFGFP5RGT3K4AQIC7VOA/1-ThemeParkUniversity-Post-Top-1500x630.jpg Case Studies - 24% Increase in average session duration https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557874925016-GLOZ3YFGBD0KIBK9RTX9/Screenshot+2019-05-14+18.57.57.png Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1511894724809-S8WX1GM99KSA888WAXSQ/image-asset.png Case Studies - thousands of pages are in the DeKalb County website https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557874944776-IP3LNH5YNQORLRH7TC84/Screenshot+2019-05-14+18.59.43.png Case Studies https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1524862427439-YLBS44BCVPRDG0D3CSAC/CoasterCrewHome2018-desktop.png Case Studies https://www.davidparmeleeconsulting.com/more-than-an-interface daily 0.75 2018-03-07 https://www.davidparmeleeconsulting.com/bullymake daily 0.75 2019-05-09 https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557359502414-LR5HBE59XL8FVE3ANPL4/Screenshot+2018-03-19+15.58.52.png Bullymake https://images.squarespace-cdn.com/content/v1/58ffa73620099e9f058234c3/1557359712800-1UFXL32HDBNAHJ8BIPX7/Screenshot+2018-03-19+15.52.55.png Bullymake 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