Paul Cooper

UX and Product Designer - Making the complex, simple

With over 20 years experience in design and currently specialising in UX and product design in the insurance sector, I follow user-centered design methods to create useful, usable and delightful digital products and services.

“Paul took on difficult UX challenges with the energy and enthusiasm needed to succeed. It wasn't always easy but it was always fun, and I learned much from him.”
Michael May, iOS Lead Dev, Time Out

Vitality Presales Responsive Website

The Challenge

Consolidate all Vitality business lines into one website

Actions & Deliverables

1. Create personas for each business line to cover all key journeys.
2. Heuristic evaluations and competitor research to create a best in-market website.
3. Create a design system to enable developers and content editors to build pages in Sitecore quickly.
4. Write UX specifications and user stories for the Agile development team.
5. Support the development team from sprint planning through to testing and launch.
6. Collaborate with optimisation teams to establish ABT and MVT strategy.
7. On-going product development via user-testing and ABT/MVT.

Outcome

The site continues to beat acquisition targets across all business lines.

Visit the website

Vitality Facebook Chatbot

The Challenge

Reduce pressure on the social team by automating responses to common customer issues

Actions & Deliverables

1. Design conversation paths and AI responses to common queries.
2. Identify software solutions to build a POC chatbot.
3. Build a prototype to test each path with end users.
4. Teach the social team to extend the AI's vocabulary.
5. Launch a fully functional Facebook Messenger chatbot.

Outcome

We designed and built the chatbot in just one month and not only eased the strain on the social media team, but also taught them to edit and update the chatbot.

Try a prototype

Vitality Health Adviser Services

The Challenge

Understand the needs of brokers, large and small and build a service to help them manage their clients health insurance plans.

Actions & Deliverables

1. Led the research and explored the needs of brokers by shadowing and interviewing.
2. Built low-fi prototypes to test with users.
3. Designed visual concepts and full end-to-end journeys.
4. Worked with co-located developers, product managers and analysts to create a user-centred product.
5. Supported the on-going development of the end product.
6. Created support documentation and trained Vitality staff to use the Vitality portal.

Outcome

The Vitality Health Adviser Hub launched in October 2017 and has enabled brokers to manage their plans 24/7 for the first time.

Check out the promotional video

Vitality iOS App

The Challenge

Make continuous improvements to an existing iOS app

Actions & Deliverables

1. Add Apple Health syncing and Apple Watch Active Rewards.
2. Improve the cinema ticket code generation journey.
3. Design interactions for manual points refreshing.
4. Make improvements to the points statement to make it easier to understand.
5. Make design changes to ensure compatibility with iPhone X.

Outcome

Despite the hard work, the iOS app struggles to attain good App Store ratings. However, complaints into the servicing team have reduced by 80% due to improvements made to the UX.

Check out a Marvel prototype

Vitality Invest Adviser Services

The Challenge

Understand the needs of investment managers and build a digital solution to fulfill their needs

Actions & Deliverables

1. Researched the needs of advisers via depth interviews and user journey mapping.
2. Worked within a design team to ensure user needs were central to their thinking.
3. Conducted lab-based usability testing sessions using Invision prototypes.
4. Worked with co-located developers, product managers and analysts to build a user-centred product.
5. Supported the on-going development of the end product.

Outcome

The Vitality Invest Adviser Hub launched in July 2018 and has enabled advisers to manage their clients investment portfolios online.

Check out the promotional video
“Surprisingly, it was not Paul's comprehensive knowledge of user experience design and his natural gift for simplifying complex customer situations that impressed me the most. Rather, his flexibility and ability to work under pressure that made him particularly easy to collaborate with.”
Edward Stapleton, Digital Strategy Consultant, Accenture

The Week iPhone App UX

The Challenge

A. Take a successful iPad app and redesign the UI for iPhone.
B. Increase subscription conversion rates and MAUs of the iPad app.

Actions & Deliverables

1. Interviewed stakeholders to establish the business goals.
2. Interviewed subscribers and iPad app users to get an insight in to their habits and behaviour.
3. Analysed Flurry Analytics data to establish drop-off points.
4. Created wireframes.
5. Built a series of Axure prototypes to test with users in a UX lab.
6. Created the visual design and specification document for the iOS development team.

Outcome

Readership of The Week app increased by 25%. Apple App Evangelist Karl Good claims The Week is his personal favourite iPhone app.

Download the iOS app
Try an Axure prototype
View the wireframes
View the hi-fidelity UI design
Evo iPhone and iPad App UX Design

Evo iPhone and iPad App UX

The Challenge

Take a traditional magazine app and redefine it to improve revenue and attract new users.

Actions & Deliverables

1. Held creative workshops with stakeholders to help define the product.
2. Created Photoshop mockups of the main UI for internal testing.
3. Worked with an iOS developer to build a skeleton prototype in XCode.
4. Tested the prototype with end users.
5. Evaluated the usability and conversion rates and modified the UI accordingly.
6. Rebuilt the skeleton prototype and retested to validate UI redesign.

Outcome

The app won Best of Newsstand 2013 as voted by Apple and is undergoing constant UI improvements in reaction to user testing.

View the hi-fidelity UI design
LWR

LWR Personal Trainer iPhone and Android App UX

The Challenge

Create an app to help people achieve their fitness goals.

Actions & Deliverables

1. Scoped the features and content with stakeholders in a series of creative workshops
2. Developed prototypes using Balsamiq and guerilla tested with colleagues
3. Created hi-fidelity UI designs, animations, icons and marketing assets
4. Collaborated with fitness experts and app developers to create the apps

Outcome

Launched an iOS and Android app simultaneously

Try the Balsamiq prototype
View the hi-fidelity UI designs

My Toolkit

Software

Sketch • Invision • Zeplin • Axure • Framer • Photoshop • Illustrator • Marvel • Jira • Confluence • HTML • JavaScript • CSS

Discovery

Usability testing • User journey mapping • Prototypes • Personas • Site maps • Card sorting • Interviews • Workshops • User shadowing • Data analysis • Service Blueprints

My bookshelf and bookmarks

My bookshelf and bookmarks


This is Service Design Thinking Marc Stickdorn
Lean UX Jeff Gothelf
Gamestorming David Gray, James Macanufo, Sunni Brown
The Elements of User Experience Jesse James Garret
Don't Make me Think Steve Krug

www.uxchecklist.github.io
10 Psychological Principles to Design With
www.52weeksofux.com
www.swissmiss.com
www.tympanus.net/codrops
www.smashingmagazine.com
www.frankchimero.com/blog
www.pitchfork.com
www.theverge.com
www.gariphic.tumblr.com

Training, Workshops and Events

Attended

Leading with Change 2017
Silicon Beach 2014
MeetDraw 2013
SXSW 2013
Apps World October 2013
UX Brighton 2012
UX London 2012
UXLX Lisbon 2012
iOS Design Workshop 2011
dConstruct 2011/ 2012

Talks and Presentations

UK UX Awards Judge, London, 2018
"Chatbots and AI" - Discovery, South Africa, 2017
"How to work with UX Designers" - International Institute of Business Analysis, 2017
"How we designed the Men's Fitness App" at MOMO London 2013
"What is UX", Apps World, Earls Court, 2013
"Designing for multiple plaforms", SIIA Digital Content & Media Summit, London, 2013


Paul Cooper

Get in touch

dmfcoops@gmail.com
linkedin.com/in/coopstar


Last update: August 2018




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