Tag (acquired by WilliamsLea)

At Tag, I worked with a small, dynamic UX team on user research and testing, under the guidance of a UX lead. I collaborated with product owners, developers, and QA professionals in an agile environment, focusing on creating a cohesive user experience strategy across all applications to ensure a consistent look and feel.

As a User Experience Designer, my role involved a multifaceted approach to creating user-centric solutions that prioritized usability and visual appeal. My responsibilities included:

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  Exploratory Design

  I played an instrumental role in shaping the design process by collaborating closely with the UX team. This involvement included facilitating brainstorming sessions aimed at generating innovative ideas and concepts. To better understand user needs and behaviors, I conducted in-depth interviews with diverse user groups, gathering valuable insights that informed our design direction. Once initial ideas were conceptualized, I developed prototypes that served as tangible representations of our concepts. These prototypes were subjected to thorough user testing, allowing us to gather feedback and make iterative refinements based on actual user interactions. This cycle of prototyping and testing was essential in creating designs that truly resonate with users and meet their needs effectively.

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  Agile Collaboration

  My engagement with the UX team extended into the Agile development framework, where I actively participated in various ceremonies such as sprint reviews and planning sessions. In these collaborative environments, I contributed to the refinement of our backlog, ensuring that tasks were appropriately prioritized in alignment with project goals. This dynamic collaboration was essential for facilitating seamless development processes and ensuring that design efforts were effectively integrated with development timelines.

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  Specification Development

  Working hand-in-hand with my UX colleagues, I took the lead in crafting detailed design specifications that served as a blueprint for developers. This involved articulating design intent, user flows, and interaction details to provide clear guidance during the implementation phase. Throughout this process, I maintained continuous communication with developers and product managers to ensure that every aspect of our design vision was accurately understood and executed. This alignment was crucial for meeting design goals and ensuring that the final product reflected our user-centered objectives.

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  Quality Assurance

  To ensure the highest quality of user experience, I conducted rigorous UI and functional testing in collaboration with the UX team. This involved systematically evaluating our designs against a set of defined usability criteria to identify any areas for improvement. During this phase, I meticulously documented any bugs or issues encountered, using JIRA as a tracking tool to facilitate efficient resolution. By addressing these issues promptly, we ensured that our final deliverables met the highest standards of quality and provided a satisfying user experience.

Overall, my role encompassed a comprehensive approach to User Experience design, from initial exploration to final implementation, ensuring that each step was infused with user insights and collaborative spirit. Also, taking on this role presents an exhilarating challenge due to its focus on responsiveness and device-agnostic design principles. Tag led the development of two key applications: Marketing Resource Management (MRM) and Digital Asset Management (DAM), which have been widely embraced by prominent clients such as Intel, Hilton, H&M, Jaguar Land Rover, Tesco, and others. These applications primarily serve a varied user group that includes project managers, account directors, account executives, and external design agencies, facilitating seamless collaboration, assignment, and management of brand identities. In this fast-paced setting, my responsibilities mainly involved producing essential assets like wireframes, visual designs, prototypes, and detailed documentation. To realize these creations, I utilized a range of tools, including Axure, Fireworks, Balsamiq, and PowerPoint.