All posts by symphonyux_jfcorb


NEW PRODUCT CHANNEL – (Mobile Web, Kiosks, API)
The challenge: 
Apptentive’s Mobile Web (WebSDK) lacked key product features compared to the Mobile SDKs (Apple/Android) that made the company successful. I took the role as product producer to update the WebSDK and create product parity with the mobile SDKs as another customer feedback channel.

I participated in a Hackathon. My proposal was an IoT device with hardware buttons (GPIO ports) connected to a Raspberry Pie using the new API and WebSDK. To complete the project, I conceptualized, designed and built a responsive web app. I called it a progressive survey (skip logic) able to iterate through a variety modal windows that captured the binary Yes/True, No/False feedback questions.

PROOF OF CONCEPTCustomer Love Summit
To engage customers in Apptentive’s new products, the company created the Customer Love Summit. I was able to take this event to the next level by showcasing a variety of proof-of-concept feedback mechanisms in real time, all powered by attendee participation. The vision was by the end of the event the CEO on stage could switch to a monitor showing how many customers participated in a live demo dashboard featuring the new API in action. 

The Results – Customer participation and enthusiasm were at an all-time high. Everyone involved – from customers to CEO and the event coordinator – loved the feedback mechanism.

I owned the Summit Demo Table, spearheading a variety of feedback devices that included hardware button, 3 kiosks, Table Tents (QRcode), LTE Demo and Geckoboard monitor. Besides doing all the visual graphics, I worked with the developers to make sure each feedback API functioned properly. Participants/Investors gave the Demo Table, and the ability to test out devices in person, high marks.

Example Use Cases: At the event the projector showcased a variety of customer examples on how the new API could capture a variety of different types of feedback. Some closed new customers.

I took the initiative and coded a fictitious Demo Site to QA every product scenario. This sped up the development process by discovering issues through dogfooding the product faster. I built the site to have a background image so it can be easily swapped for any customer interview or sales call.

Results – Sales was able to close deals before product features have been fully productized.

In addition to utilizing InVision prototypes, we found it helpful for the team to fully understand individual workflows. I created a series of diagrams, each of which represents a key product scenario and level of effort to implement the feature through the customer POV, edge cases, product bugs, and design polish. The results were instantaneous and ongoing – a better advised staff, who could respond to product needs.

The original message center looked dated and was triggered by a small, fixed Contact Us button in the bottom right corner of browser windows that was not discoverable. My design solution was to elevate the visibility for the on-screen button and to incorporate additional feedback interactions into the design as a seamless experience.

Results – After updating the button customer feedback increased, enabling the company to be more responsive to customer feedback.

Customers also wanted the ability to customize the look and feel of feedback interactions, since native dialog boxes (Apple/Android UI) lacked the ability to align with the App brand style.

The innovation was to give customers the ability to fully customize feedback types together into one seamless experience. The wireframe shows how the Love Dialog, Notes, Surveys (skip-logic) and Message Center (open-ended) can be stitched together into one fluid experience. By removing checkboxes and radio buttons and use another binary control as an alternative really simplified the experience (NDA).

After successfully shipping the WebSDK, I transitioned to help support marketing efforts, since I was the most knowledge about the product and designed the product page (marketing website), one-pager, product capabilities brochure, and full e2e product video demo.

THE RESULTS — 6 months after launching the WebSDK sales were able to close significant new revenue deals.

Audience Engagement

The existing query builder performed well at soliciting and capturing a variety of feedback interactions (surveys, messages, ratings, NPS) – but only in a one-way communication. In their feedback, customers told us they wanted the ability to reconnect with their customers.

The product goal is to help customers re-engage with their audience. Among other features, I mapped out the following epics:
1. Segment Builder — The ability to create a segment that can be used by other interactions.

2. Custom Targeting — Create bulk targeting based on custom values such as Key-values, Zip Codes, DMA locations, and Sentiment.

Holistic Journey Mapping 
– When it comes to epic feature development, it’s helpful for the team to understand a holistic map of all individual stories interacting with each other. The key is to show step-by-step each customer story with a workflow so stakeholders get on the same page quickly. This is where the tough questions around feasibility, practicality, cost, and resourcing sway the product decisions.

At a high-level the system is kind of like a Crud system + Query builder. The real power of the platform is to uploading a customer list or cloning a segment to allow customers to re-engage with their target audience. Another other words we call this closing the feedback loop.

In agile development mapping out individual UI stories showing how a customer can go down a rabbit hole and traverse to accomplish a task is crucial for sophisticated platform development.

Part of my process is documenting a high-level UI functionality from a designer POV covering use cases, wishlists, and product requirements. The working doc covers a variety epics and product scenarios to help uncover or determine any unforeseen edge cases.

Part of my discovery process is do a quick rough wiring diagram in order to help visualize the user journey before the UX process begins.

I worked closely with a system architect to visualize how the data would closely mirror how the UX/UI would interpret the customer journey.

Finally in my process is to map individual user stories with visuals to better understand the big picture. At times, I found when it comes to complex user interactions teams get siloed and miss interpret product features. The printouts help the collaborative process and speeds up development. You know when you have a high performance team is when you get frontend and backend collaborating.

TIMELINE: Architecting a new platform

Designing a NEW platform from scratch in one year is hard work, but by driving design-level thinking methodologies, modern design principles, and guidelines, I was able to ship a platform that is modern, intuitive, and could be a game changer for the IT industry.

Dominic Pouzin – CTO
“Geoffrey is a very talented senior UX designer and would be a huge asset to any company, especially those with a focus on enterprise products. At BitTitan, Geoffrey helped our product UI evolve from “amateurish” to professional / on-par with top SaaS solutions. Geoffrey’s key strength is creation of new UX concepts and high-level look-and-feel experience for enterprise products.

The CEO made a business decision to leverage MigrationWiz (cash cow + partner base) and pivot the company to managed services. A lot of research went into understanding the new business direction. The plan was to leverage 3rd party OEM SaaS platforms to enrich and supplement the current offerings to be an IT SaaS leader. BitTitan’s flagship product MigrationWiz had six-plus years of technology behind it, including multiple types of cloud migrations. It would be too risky for the company to build on the current Migration platform (tech debt) to avoid any service disruptions. The decision was made to build a new platform using modern tech.

After multiple discovery meetings, presentations, and feature requests, I designed the base platform UX/UI model the Dev team was going to build using the new ember.js framework. The wireframe below shows the high-level breakdown on how two platforms could co-exist until the legacy platform was phased out. The Vision was to support 100’s 3rd party SaaS (API-First) services/partners/webhooks integrated into a managed service platform.

2. ALPHA PLATFORM: 3/2016 – SSO/rBac
The system had to scale for new services while supporting hooks from MigrationWiz, DeploymentPro, Email Archive, and Data Encryption, Entity Management, plus additional features such as SSO (Rbac), App switching, Notifications, Task launcher, Purchasing, and most important onboard new 3rd party OEM SaaS solutions in a consistent intuitive way. This was the first proof of concept platform shipped with minimal features and to start collecting customer requests/feedback.

Once the platform MVP framework was in place, it was time to start integrating services and onboarding new customer to the platform. The first step to getting external customer feedback.

One challenge was designing in an old UI kit. I knew I had to modernize the platform to help BitTitan serve as a trusting SaaS application. collaborate in a shared vision to digitally transform the platform into something much more contemporary.

One challenge was designing in an old UI kit. I knew I had to modernize the platform to help BitTitan serve as a trusting SaaS application. I made it a company commitment to drive a modern UI Kit–the existing dark grey nav and overall site felt like a typical Seattle day to me. I always knew the future of the site would need to be something a little more modern.

5. BETA LAUNCH:  10/2016
This screen shows the first private customer beta launch. The dashboard was still very rough around the edges. The plan was to ship fast / fail fast and start dog fooding to get real customer feedback while shipping in two week sprints. This was an exciting time for the company, throughout my career this is the only fast paced highly efficient team I’ve been part of. The team collaboration fostered solutions for the greater company interests. Their motto: “Get Shit Done!”

6. PUBLIC LAUNCH:  4/2017
Once the new UI kit was implemented the platform started to come to life. The kit helped to speed up delivery time, since common controls and UI elements were all components. Among the improvements were: Service center, Activity feed, Subscription billing, Delivery Center, Cost reporting and around 20 new service solutions were implemented. I also made layout changes to simplify the experience by introducing the detail panels for fly-outs and inline accordions.

As the lead designer, I owned key platform features an once the UI Models (MVP) were in place I started handing off the designs to my peers for further refinement and design polish. Then I turned my attention to polishing the Dashboard, Delivery center, Entity management, Activity feed, subscription billing, and 3rd party OEM task workflows.


The Windows App store catalog lacks a broad range of quality apps, which hurts the Windows eco-system, app developers, and bottom-line.

Through consolidation, MS has the opportunity to greatly increase the One Store marketplace by supporting a variety cross platform technologies. The redesigned dev center would be able to on-board Windows XAML apps, Xbox, Win32, Android, and Services through a unified ingestion pipeline.

I designed the App on-boarding workflow pages throughout the platform. I went with an immersive experience than the typical non-immersive (left nav) UI model.

Problem Statement — Poor customer reviews hurts app install rates and monetization and pitched it to leadership.

Insights — From my own experience publishing Oscar’s Adventure as an early prototype app, I received a few negative comments and wished I was able to respond to customer feedback in order to:
· Reduce the amount of negative app feedback.
· Reduce the amount of feedback shown in the app store.
· Reduce the perception of poor Windows App Store apps instead of it becoming product bug triage location.

Proposal — From the App Store allow the ability to send a private message to the developer instead of public feedback regarding minor bug issues. To deter the volume of negative feedback through the ability of responding to customers concerns, this 1:1 personal feedback touch gives the user a validation that their message was heard and that the developer is working on a solution.


App analytics is essential for companies to fully understand their app business. The initial product roadmap included ratings and reviews (R&R), quality, downloads, usage, purchases, conversions, in-app purchases, and financials.

I designed a variety of feature pages to be used throughout the platform.

Since App downloads can get initiated from a multitude of locations, it is important for marketers to know how users land on the Windows App Store. The incentive for companies to spend marketing dollars is knowing what referrers to spend those dollars on.

Break down the conversions into much more granular information. This includes URL path tracking, Store listing pages, Store spot light page, Social references, and group similar referrers by the top locations.

Windows applications run in a sandbox environment. My proposal is to enhance the platform to track click-thru’s to understand a real user product journey. This would give valuable insights to how users use the product and what forks they go down.

My proposals would give a complete e2e user journey so developers can make validated data product decisions.

Ratings and reviews went through a series of updates due to Windows OS updates. This page was the initial tracking page showing the reviews by different OS.

I created the style-guide for the initial charts which includes  line, bar, and pie charts to be used throughout the analytics pages based on the Windows brand colors. Also made sure the colors pass accessibility at the maximum threshold without compromising too much color.


Sharing memories and photos was essential to the Windows 8 suite of products.  This was the first responsive app that spanned across the OS client, Web Apps, and Mobile before responsive became a buzzword. My solution was a film-strip using the glass UI framework which sampled a bit of the image for the ambient background color.

THE OPPORTUNITY – I was tasked to redesign the Windows 7/8 photo viewer (seen below) and create a consistent UI experience across multiple product form factors. The client UI controls didn’t make it clear to users how the UI controls functioned. If a user clicks the photo icon it would start an image slideshow.

THE SCOPE – To design a consistent photo viewing experience across the Windows file client, Messenger (client),, 3rd party API (Facebook), and the iPhone Messenger app. The iPhone app was one of the first (tented) Apple apps developed by Microsoft that I spearheaded.

SHOWCASED – The product was showcased at the annual Microsoft company meeting.

BING SEARCH ADOPTIONSoon after the slideshow launched, the Bing team adopted this UI model using limited feature set.

PRESS – Publicity after the launch.