Galvagnized
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NBCUniversal

Creating the future
of entertainment.

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Changing the world through movies.

MOBILE . WEB . TV . IN-THEATER . AR . VR . AI

 
 

DEFINE

Problem

•There is a global increase in conscious consumerism
•People want more engaging and meaningful experiences
•Transactional experiences should focus on purpose and value


ENVISION

Solution

•Create meaning and sentiment around entertainment
•Enable users to connect with others who share their interests
•Personalize experiences to match preferences and mood


CREATE

Results

•Increase customer engagement, loyalty, and sales
•Create an expanding and active global community
•Engage users throughout entertainment life cycle
 

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Role

Product Design Director
Directed creation of new personalized experiences across entire ecosystem, implemented new user experience and design process, and led design team, including goals, results, and success.


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Team

Collaboration
Executives
Product
User experience
Design
Research
Business intelligence
Engineering
Marketing


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Fun Facts

During my time with Warner Bros., I led the creation and launch of numerous products, including Flixster Collections: the 1st studio-agnostic entertainment discovery platform and social network. Flixster was then acquired by NBCUniversal in 2016. I was later brought on to lead Flixster, Fandango, Movie Tickets, and Rotten Tomatoes across: Mobile, Web, TV, In-Theater, AR, VR, and AI.


 

Mind Maps

Flixster Collections, Warner Bros.

 
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CONNECT

Human experience (HX)

Purpose
Brand strategy
Values, needs, emotions
Experience design
Success metrics

ENGAGE

Customer experience (CX)

Journey
Experience strategy
Customer research
User data analysis
Persona journeys

INNOVATE

Product experience (PX)

Function
Product strategy
Architecture
UX . IxD . UI design
Engineering


 

Design Process

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RESEARCH
Examine user data and create a unified strategy.

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EMPATHIZE
Understand what customers think, feel, do and say.

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DEFINE
Analyze user pain points, wants and needs.

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IDEATE
Explore creative solutions, ideas and strategies.

PROTOTYPE
Build solutions into testable models or prototypes.

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TEST
Get customer feedback and evolve ideas.

 
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Ecosystem

MOBILE . WEB . TV . IN-THEATER . AR . VR . AI

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Workshops

Organized strategy workshops, sketch sessions, and design reviews with teams across the company to establish unified goals, streamline decisions, inspire collaboration, and evangelize future thinking.

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STRATEGIC

Business

Product ecosystem
Business and financial goals
Future vision

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ANALYTICAL

Research

Current data
New research needed
Hypotheses

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BEHAVIORAL

Customers

User personas
Journey mapping
Opportunities

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CREATIVE

Experience

Ideal solutions
Advertising model
Personalization 

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EMOTIONAL

Brand

Positioning
Personality attributes
Brand archetype

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PRAGMATIC

Plan

User testing
Product roadmap
Success metrics

 

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Product Strategy

Analyzed results from workshops and created product strategy roadmaps for internal alignment around business goals, brand experience, customer journey, user experience, product design, marketing, and development. Implemented new processes to save time, launch faster, and promote company-wide collaboration.


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Research and Data Analysis

Collaborated with business intelligence and research teams to perform user research. Analyzed data, pain points, navigational behavior, and customer journeys around existing experiences to create new solutions aligned with customer needs and wants.


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Personas

Developed key personas across product ecosystem to create personalized customer journeys.


The Movie Lover

Primary motivation: create movie lists and share with friends
Age: 35•Male•Single•No kids•Chicago•Occupation: Marketing Manager•Income: $78,000

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Functional Benefits

The app allows me to:

• Keep track of movies I want to see
• Create curated lists of my favorite movies
• Get updates on movies I’m interested in
• Share lists I’ve created with friends
• See my friends lists to get inspired

PAIN POINTS

Issues with current app:

• Hard to track movies I want to see
• Difficult to find the info I need
• Movies do not match my preferences
• Unable to share movies with friends

Emotional Benefits

The app makes me feel:

• Organized
• Connected
• Excited
• Supported
• Empowered

WANTS

Key features I want: 

• Meaningful lists of things to watch
• Relevant movie recommendations
• Share lists with friends and family
• Follow critics and influencers

Self-Expressive Benefits

The app suggests I am:

• Ahead of the game
• Movie lover
• Organized
• Social
• Outspoken

MOVIES & TV SHOWS

Products I like:

• Mindhunter
• Mr. Robot
• Stranger Things
• Westworld


The Streaming Fan

Primary motivation: discover new movies to watch at home
Age: 30•Female•Married•2 Kids•Georgia•Occupation: HR in Tech•Income: $72,000

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Functional Benefits

The app allows me to:

• Figure out which movies to watch
• Organize movie events


 

PAIN POINTS

Issues with current app:

• Finding new streaming releases
• No curation to discover relevant content
• Can't find movies or shows I want to watch
• Don't know what’s appropriate for kids

Emotional Benefits

The app makes me feel:

• Engaged
• Relaxed
• Informed
• Prepared
• Excited

WANTS

Key features I want: 

• Recommended movies
• Info about where to stream
• Browse by genre and category
• Curated top lists of movies 

Self-Expressive Benefits

The app suggests I am:

• Nurturing
• homebody
• Busy
• Efficient
• Curious

MOVIES & TV SHOWS

Products I like:

• Book Club
• Coco
• Grey’s Anatomy
• Scandal


The Trendsetter

Primary motivation: plan movie outings with friends
Age: 29•Female•Single•No Kids•Los Angeles•Occupation: PR manager•Income: $102,000

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Functional Benefits

The app allows me to:

• Find relevant movies and shows
• Keeps me informed of new releases
• See only what I'm interested in
• Keeps me informed of new releases
• See only what I'm interested in

PAIN POINTS

Issues with current app:

• Too much clutter
• No ability to plan with others
• Ads get in the way
• Checkout takes time

Emotional Benefits

The app makes me feel:

• Exclusive
• In control
• Organized and accomplished
• Motivated
• Excited

WANTS

Key features I want: 

• Plan weekend movie outings
• See what friends want to watch
• Choose seats with friends
• Filters and curated lists 

Self-Expressive Benefits

The app suggests I am:

• Social media user
• Want things quick and easy
• Trendsetter
• Center of attention
• Tech savvy

MOVIES & TV SHOWS

Products I like:

• Suits
• The Good Place
• The Bold Type
• Younger


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Customer Journey

Led creation of engaging journeys that aligned with user needs and wants throughout movie entertainment life cycle, to design seamless Mobile, Web, TV, Augmented Reality, and In-Theater experiences.


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Product Experience

Directed successful product experiences, including sketch sessions, user experience, information architecture, wireframes, product design, interaction, animation, prototyping, messaging, and engineering.

 
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Flixster

Mobile, Tablet, Web

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Discovery

  • One-stop destination for entertainment

  • Curated lists of movies and tv shows

  • New ways to explore and discover

Community

  • Create collections of movies and tv shows

  • Share collections with friends and community

  • Plan movie events with friends

Personalization

  • Get personalized recommendations

  • Connect with others who share similar interests

  • See group suggestions based on collections

 

 

Design Samples

Personalized experience

 

Showtimes and streaming

 

Smart search and metadata

 

Global community

 
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Movie Tickets

New mobile app we designed and launched for iOS and Android to browse showtimes, see trending movies, and buy tickets.

 
 

 
 
 

Fandango

Siri shortcuts and suggestions to get real time movie information tailored to your needs, such as movie tickets and showtimes.

 
 
 

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Engineering

Collaborated with product management and engineering to develop new products across iOS, Android, Web, and TV.


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Goals and Performance

Facilitated workshops for product experience team to set goals and developed new process for designers to track progress together on a daily/weekly basis. Taught daily meditation classes, mentoring teams to achieve peak performance, health, and success.


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Innovation Lab

Developed new innovation design lab to explore next generation ideas and experiences aimed to evolve entire product ecosystem, increase value and revenue, and create brand connection.


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In-Theater Experience

Conceptualized innovative ideas to create the future of entertainment with virtual reality, augmented reality, and artificial intelligence for an engaging and immersive in-theater experience.

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Augmented experiences

Your favorite movie characters come to life in-theater with augmented and virtual reality experiences guiding you to exclusive content.

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Artificial intelligence

New artificial intelligence algorithms to provide movie goers with personalized digital and in-theater experiences.

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Virtual treasure hunt

Movie goers can earn points and free movie tickets by finding hidden augmented clues throughout the theater with their phones.

 
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Results

•Drove successful creation and development of new products
•Raised product quality to increase value, engagement, and revenue
•Created unity and collaboration across teams throughout company
•Implemented new processes for UX, design, and goal tracking
•Mentored teams to achieve peak performance and success
•Streamlined decisions, saving time and producing faster results