Resume

Peter_Lewis_UX_Designer_Q1_2025
Strategies for Aligning Business Goals with User Goals

My approach to designing HCI digital experiences is driven by a user-centric, Outside-In approach to Design Thinking. Drawing on the principles of Human Centered Design,I strive to build empathy with the user in their work environment as they engage with tools intended to enable the successful achievement of their goals.

For the Record

UX Designer, John Deere

February 2023 – Current

Optical Intelligence and Jobsite Safety
  • Incorporated feature specifications, technical specs, functional safety requirements and customer usability research into the UX design for the next generation multi-camera display with integrated sensor safety feedback.
Information Architecture
  • Designed the supporting settings menus for the Camera systems to enable operators to set up and calibrate their cameras and environment detection systems to suit their operating preferences.
System Calibrations and Diagnostics
  • To support our customers’ Right to Repair needs, I designed calibration and diagnostic Interaction Flows enabling owners and operators to diagnose and calibrate camera systems, tasks that had previously been done during manufacturing or through manufacturer service contracts.  
UX Design, Seismic Squirrel

June 2021 – September 2022

UX Strategy
  • Evaluated early game design components to identify where the player touchpoints align with gameplay functionality.
  • Create Functional User Flow Diagrams identifying how the Core Game Loop and Meta-Game features interact and deliver the experience envisioned by the game design team.
  • Evaluate the emotional flow of the players using design artifacts like Journey Maps, and Empathy Maps.
IA and Interaction Design
  • Analyzed the core game loop and interface requirements to help define player-facing feedback and supporting interaction patterns across the game experience enabling players to make informed gameplay decisions while remaining immersed in the game experience.
Prototyping and Iteration
  • Using Lean Design and agile development processes I helped establish UX methodologies based on rapid prototyping, regular user testing, and iterative development.
    • Wireframes
    • Interactive Adobe XD Prototypes
User Research
  • Established regular user testing across multiple areas of game design.
    • Narrative Usability – Testing the elements that comprise the narrative structure and whether those components flow with ease and delivering in the understanding intended by the writers.
    • Game Flow – Testing how players are able to interact with the meta-game features as they navigate in and out of the core game loop.
    • Core Game Loop Play Mechanic Usability – Designed, planned and ran testing to determine how the games’ untested new game mechanics were performing and enabling players to achieve the goals put before the participants.
UX Design Research, Joblandr

January 2021 – Present

UX Research Strategy
  • Evaluated the vision and design for this SaaS product that was in the early phase of pivoting the goal of the app towards solving user needs that had been identified in the course of presenting the initial design and intention to key members of the target community.
  • A key step in developing the research plan was to identify gaps in contextual understanding of how the features of the product aligned with the goals of the users.
  • The final artifact produced in this Strategy phase was creating a multi-phased test plan strategy that would both validate earlier assumptions about the pain points of Job Seekers and Recruiters as well as ongoing iterations of the design.
Design and Production Alignment
  • Worked closely with Product Managers for Design and Engineering to develop a schedule of deliverables and milestones to be used in the research sessions that would validate the design hypotheses and inform design decisions and iteration.
UX Design & IA Evaluation, Aquent Studios; Client: Microsoft

June – August 2019

Document Current User Flow – XBOX Console App
  • Evaluated and documented the current Information Architecture and User Flow of a successful console game interface.
  • Provided the design team with a comprehensive map of the user interface and flow.
  • Adapted console, game controller, interaction patterns into IxD solutions that meet the needs and expectations of a mouse driven user interface.
  • TOOLS: Visio, Photoshop, Illustrator, Axure RP
  • ARTIFACTS: User Flows, Wireframes, High-fidelity Interactive Prototypes
Redesign Game Controller UI designe patterns to Mouse and Keyboard Patterns – Steam Desktop App
  • Adapted console, game controller, interaction patterns into IxD solutions that meet the needs and expectations of a mouse driven user interface.
  • TOOLS: Visio, Photoshop, Illustrator, Axure RP
  • ARTIFACTS: User Flows, Wireframes, High-fidelity Interactive Prototypes
Sr. UX Designer, DoubleDown Interactive

August 2013 – February 2019

UX Strategy, Scope and Risk Assessment
  • Worked with the product management team to integrate user focused strategies into our end-to-end design and development process.
  • Evaluated performance metrics with product managers and key stakeholders to design more effective solutions to business goals by delivering measurable value to the user.
  • Evangelized an outside-in, user first, approach to product and feature development.
  • TOOLS: Amplitude (analytics tool), Research Analysis, Visio, Photoshop, Axure RP ,
  • ARTIFACTS: SWOT Analysis, User Flows, Customer Journey Maps, Wireframes, Low and Medium-fidelity Interactive Prototypes
IxD & IA Analysis and Strategy
  • Desktop experience – Analyzed current features in the DoubleDown Casino desktop app for usability issues that can be addressed with a minimum impact on the over stressed engineering resources across all internal teams.
    • Outcomes:
      • Produced a set of low cost, high impact visual UX enhancements.
      • High ROI with increased usability and minimal engineering costs.
  • Mobile experience – Initiated and produced an end-to-end assessment of the DoubleDown Casino mobile app looking for UX issues that could be contributing to a multi year downward trend in revenue and user retention.
    • Outcomes:
      • 15% increase in Revenue over previous 3 years
      • Time in app increase.
      • Retention metrics up; DAU, MAU
  • TOOLS: Visio, Photoshop, Axure RP, Proprietary analytic tools.
  • ARTIFACTS: User Flows, Customer Journey Maps, Wireframes, Visual Mockups.
Subscription Service Design & In-app Purchase
  • Worked with the product manager and key stakeholders to design a subscription service that would generate ongoing revenue from both low frequency purchasers as well as regular in-app purchase users.
  • Help product owners and key stakeholders evaluate the implications of changing the play experience from an open play experience to a progression based experience with locked content.
    • This change was suggested as a mechanism for driving users into the subscription service to switch the game to an open play experience.
  • Worked with the product manager to analyse metrics from the feature and look for ways to improve the KPI’s with tweaks to the design.
  • Outcomes:
    • 30% of the revenue generated in the app came from subscriptions.
    • 45% of the revenue generated by subscriptions came through users trying to access locked content.
    • Time in app increased for.
    • Retention metrics – DAU, MAU increased for players who had become subscribers.
  • TOOLS: Visio, Photoshop, Axure RP, Amplitude (in-app analytics).
  • ARTIFACTS: User Flows, Customer Journey Maps, Wireframes, Mockups, Interactive Prototypes.
Purchase Funnel – Value Added Experience
  • Worked with the head of the product management team to design and prototype an experience that would gamify the purchase experience with a variable return on increasing the value of their in-app purchase above the base purchase price.
  • Evaluated the proposed mechanics for this feature based on the known psychological drivers of our players.
  • Working with no available team resources I brought in stakeholders from across all the functional disciplines for light design thinking sessions.
  • Built out high-fidelity prototypes for driving decision making and understanding the risks to the critical purchase funnel.
  • Outcomes:
    • The feedback from the high-fidelity prototypes enabled the team to definitively steer clear of feature mechanics that were originally being pushed as the top options.
    • The engineering lead was able to quickly and accurately scope the project based on the high-fidelity interactive prototypes.
  • TOOLS: Visio, Photoshop, Axure RP, User Research.
  • ARTIFACTS: User Flows, Customer Journey Maps, Wireframes, Mock-ups, Interactive Prototypes.
Art Lead, Disney Interactive

October 2011 – January 2013

WEB to Mobile – Future Forward Process Strategy, Production Management
  • Oversaw all aspects of art production on a WEB to Mobile technology platform shift from Flash to HTML to extend the popular kids app, Club Penguin, onto mobile platforms.
  • Worked Cross-functionally with all key stakeholders to develop and refine a production strategy for enabling new content delivery at a cadence needed to maintain DAU/MAU and Subscription engagement throughout the lifetime of the product.
UX/UI Designer, Screenlife Games

December 2010 – September 2011

Ground Up App Re-Design
  • Re-designed elements of the UI that broke with standard design principles for the Facebook version of the game, “Scene It? Movies”, improving both the usability of the application as well as giving the game a more polished look over all.
Feature Design – User Generated Content
  • Designed a new, User Generated Content feature for building shareable content with an accessible functional flow enabling nearly instantaneous publishing of content

“A map is not the territory”

-Alfred Korzybski
Artifacts