NEUSTAR (2014-2016)

Director of UX

I was the Director of UX of the Neustar UX (NUX) Studio. The NUX Studio oversaw user experience for Neustar's diverse product groups: Marketing Analytics, Safety and Security, UltraViolet, and more. I built a team of seven full-stack UX designers and a dedicated front-end developer. Besides delivering world-class UX solutions for Neustar's products, we also maintained and evolved the NUX Toolkit, a pattern library built on top of Twitter Bootstrap.

 
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PROJECT BLUEPRINT

In 2014, Neustar launched a major initiative to consolidate and coordinate a group of disparate companies and technologies they had acquired over the course of a few years. This consolidated experience was envisioned as a Bloomberg terminal for marketing targeting and analytics.

This initiative initially had two main foci: 1) develop a pattern library that would be centrally maintained by my team but leveraged across the company and 2) creation of a new marketing analytics tool that unified a complete marketing work flow, from customer data analysis to targeting to publishing to analytics and recommendations. 

Below are some key artifacts of this work and two PDF downloads. These represent my initial thoughts on the project and were used to promote discussion and build consensus.

 
 
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Means and Ends

Project Blueprint was an exploration of how a unified experience might be architected: creating a platform that would marry several products, knit them into a single cohesive workflow and adapt to the needs of different user types and roles.

This wire illustrates a new user to the system who was in a junior position and more tactically tasked.

 
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Task Bar

Breaking down the page into its discrete elements and explaining what and why. These explorations led to productive discussions across the UX, Product and Development teams. It always helps to have something tangible to react to when talking about complicated systems or what-if scenarios.

 
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Patterns in the Data

Central to these experiences was the need to gauge performance quickly and easily, be it of a marketing campaign or a server farm. We built robust information displays based on the needs of certain roles and product spaces.

 
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Intelligent Coaching

One of the facets of successful software is the ability to recommend next steps based on system/user status. The thought here was to elevate the passive, user-maintained 'to-do' list into an intelligently curated 'next steps' based on workflow progress, the state of campaigns, and recommendations kicked off by optimization algorithms.

 
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Mental Models

The original experience was broken into functions and then objects. What we found was that most users wanted to step into an object space (e.g., an ad campaign or audience they'd built) and then into functions (editing, monitoring).

 
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Adjectives

A detail of how to think about data (adjectives). These abstractions helped direct and focus conversations between key stakeholders.

 
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Role Model

One of the key goals of PlatformOne was to be able to serve different roles from a common interface. An experience could differ across a complex workflow (left to right) but also the view into that workflow could change depending on role (from Jr. analysts to CMOs, from the tactical to the purely strategic.)

 

There was a massive amount of work that was completed while I was at Neustar. Many of the services were complex and leveraged niche concepts and lexicons.

I urge you to download the two PDFs at the top of this page for more detail on my thinking and project aims. The materials here barely scratch the surface of the thinking and design (and sheer number of products and projects supported) that went on in those two years.

 

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©2019 by John Clarkson