.png){kind=small}
Creative Marketing | UX Designer | Project Manager | Artist
SHYLA
OOMMEN
Art is the way to the heart...
User Experience (UX) Innovation Projects
Situation
My team and I were challenged to examine customer performance, establish new objectives, and develop potential models of success with the intention of providing Improvings' leadership with an outside perspective on their Balanced Scorecard measures in order to help Improving IT maintain what they do: improve.
My team, Team Touchstone, worked through the design thinking process through each phase (Emphasize, Define, Ideate, Prototype, Test) and presented our finalized idea to Improving IT’s executives.
The project was completed from September 28th-December 14th, 11 Weeks, Fall 2022.
Task​​
-
Project Manager Lead - Planned a project timeline (link to Gantt chart). Strategically assigned tasks based on each team member's unique strengths (link to team charter). Led team with clear direction and objectives using the project management tool of monday.com.
-
Developed and led multiple teams brainstorming sessions (link to mural).
-
Led (will fill in when completed) journey mapping exercises over (will fill in when completed) hours (link to mural).
-
Collected insightful feedback through in-person interviews involving in-depth design research methods with 8 respondents (link to a summary of responses).
-
Identified and validated 4 success-based categories with our stakeholder, David O’Hara (link to mural).
-
Led (will fill in when completed) one-hour Ideation Sessions with my team over (will fill in when completed) weeks.
-
Created 19 (will update when completed) "How Might We" statements for interviews & to address pain points in the customer journey (link to mural).
-
Asked the 5 Whys to find the root cause of the problems (link to mural).
-
Developed 12 ideas (will update when completed) based on pain points & combined them into 3 (will update when completed) more comprehensive ideas (link to rough storyboards).
Action
-
Used Empathy & Journey Map to evaluate pain points (link to mural).
-
Organized and directed four Stakeholder meetings with David that were conducted to gather feedback.
-
Conducted weekly hour-long ideation sessions.
-
Headed the final presentation (link to a video presentation) of our solutions to the (will fill in when completed).
-
Facilitated (will fill in when completed) team ideation sessions that included:
-
3 Empathy Maps (link to mural)
-
(will fill in when completed) Journey Maps (link to mural)
-
(will fill in when completed) Cluster Boards (link to mural)
-
(will fill in when completed) Feasibility Charts (link to mural)
-
-
Presented & discussed creative innovative ideas over 2 meetings with David O’Hara.
-
Presented Finalized Idea (will insert future link) to Improving IT executives & received final feedback.
Results
-
x
Situation
My team and I were challenged with coming up with the Sam's Club Pet Department's "Next Big Idea." My team, Team Harmony, chose seven of my twenty ideas (link to twenty ideas) to analyze within my team to submit to Jonathan Saffian (link to LinkedIn), Sam's Club's Senior Director of Innovation, and then present the finalized idea to Sam’s Club executives.
​
Project was completed from: March 21st-May 4th, 6 Weeks, Spring 2022.
Task​​
- Team Monitoring Lead - Strategically assigned tasks based on each team member's unique strengths (link to team charter).
- Developed and led team brainstorming sessions (link to mural).
-
Led 2 journey mapping exercises over two hours (link to mural).
-
Collected customer feedback through a Qualtrics survey (link to survey) with 26 respondents and 15 in-person interviews with Sam’s Club Members (link to responses).
-
Performed 3 in-person observations of wine sections for various stores (Sam’s Club, PetSmart, & Kroger) to note customer behavior (link to observations).
-
Identified and validated 3 innovation categories (Subscription Boxes/Trials, Customer Experience, and Gamification) with our stakeholder, Jonathan Saffian (link to mural).
-
Led 3 one-hour Ideation Sessions with my team over 2 weeks,
-
Created 48 "How Might We" statements to address pain points in the customer journey (link to mural).
-
Asked the 5 Whys to find the root cause of the problems.
Action
-
Used Journey Map to evaluate pain points (link to mural).
-
Organized and directed four Stakeholder meetings with Jonathan that were conducted to gather feedback.
-
Conducted weekly hour-long ideation sessions.
-
Headed the final presentation (will insert link later) of our solutions to the Director of Innovation.
-
Facilitated 7 team ideation sessions that included:
-
3 Journey Maps (link to mural)
-
6 Cluster Boards (link to mural)
-
3 Feasibility Charts (link to mural)
-
-
Presented & discussed creative innovative ideas over 3 meetings with Jonathan Saffian.
-
Presented Finalized Idea (will insert future link) to Sam’s Club executives & received final feedback.
Results
-
Worked with the Innovation Director on:
-
Ideating 48 ideas with 3 of those voted highly by the team and Jonathan Saffian
-
Discovering new pivots in ideas related to pain points in the Subscription Boxes/Trials, Customer Experience, and Gamification insights (link to mural)
-
Evolving ideas via partnerships with pet-related businesses, pet focus groups (link to pet research), research-based personas (link to mural), and further developed ideations
-
Situation
My team and I were challenged with coming up with the Sam's Club Wine Department's "Next Big Idea." My team, Team Harmony, chose eight of my twenty-one ideas (link to twenty-one ideas) to analyze within my team to submit to Jonathan Saffian (link to LinkedIn), Sam's Club's Senior Director of Innovation.
​
This project lasted 6 Weeks, from January 12th to March 13th, 2022.
​
Task​​
-
Team Monitoring Lead - Strategically assigned tasks based on each team member's unique strengths (link to team charter).
-
Developed and led team brainstorming sessions (link to mural)
-
Led 2 journey mapping exercises over two hours (link to mural)
-
Collected customer feedback through a Qualtrics survey (link to survey) with 16 respondents and 5 in-person interviews with Sam’s Club Members.
-
In-store observations using the Six Looking Glasses exercise at Kroger and Sam’s Club
-
Performed 3 in-person observations of wine sections for various stores (Sam’s Club, Kroger, Sprouts) to note customer behavior (link to observations).
-
Identified and validated 3 innovation categories (In-Store Experience, Technology/Gamification, and Personalization) with our stakeholder, Jonathan Saffian (link to mural)
-
Led 3 one-hour Ideation Sessions with my team over 2 weeks
-
Created 43 "How Might We" statements to address pain points in the customer journey (link to mural)
-
Asked the 5 Whys to find the root cause of the problems
Action
-
Used Journey Map to evaluate pain points (link to mural)
-
Organized and directed four Stakeholder meetings with Jonathan that were conducted to gather feedback
-
Conducted weekly hour-long ideation sessions
-
Headed the final presentation (link to presentation) of our solutions to the Director of Innovation
-
Facilitated 5 team ideation sessions that included:
-
2 Journey Maps (link to mural)
-
2 Cluster Boards (link to mural)
-
2 Feasibility Charts (link to mural)
-
-
Presented & discussed creative innovative ideas over 3 meetings with Jonathan Saffian
Results
-
Worked with the Innovation Director on:
-
Ideating 43 ideas with 8 of those voted highly by the team and Jonathan Saffian
-
Discovering new pivots in ideas related to pain points in the in-store experience, personalization, and education/gamification insights (link to categorized wine idea presentation)
-
Ideating Augmented Reality scanning of solutions that moves beyond barcodes (link to video presentation of "Scandit")
-
Evolving ideas via partnerships with wine information apps, wine drinker focus groups (link to wine research), and further developed ideations
-
Situation
Jonathan Saffian, Senior Product Manager at Sam's Club Innovation Lab, and UNT Frisco's Project Design and Analysis (Cohort 2) collaborated on this project. Students created innovations for Sam's Club, a warehouse club and supercenter company, based on finalist entries from the employees of Sam’s Club who participated in the 2020 and 2021 Sam's Club Innovation Jams.
​
This project was done over the course of the Fall 2021 semester with ideation and will continue with implementation into the Spring 2022 semester.
Task​​
-
Score 2020 Sam's Club Innovation Jam Submissions
-
Reverse Engineer Their Solution to Find a New Problem Statement
-
Craft Our Own Solution
-
Repeat the Process with 2021 Submissions
Action
When I was cycling through alternative solutions, I spent most of my time empathizing with the customers, finding the root of the problem, and formally presenting to the Senior Product Manager at Sam’s Club, Jonathan Saffian.
I had to consider how the innovation would improve the shopping experience at Sam’s Club, the genuine root of the problem, and the pain points that already exist within the customer experience at Sam’s Club.
I performed problem analysis on the innovations through the strategies of The 5 Whys, Journey Mapping, and SWOT analysis, which were all used in our presentations to our stakeholders.
Results
Because Fall 2021 was mainly concerned with pure ideation, we have not gathered any quantitative outcomes from this project yet; implementation is planned for Spring 2022. However, this was a valuable real-world experience for me because I had the opportunity to partner with a reputable corporation as a UX designer.
Situation
The University of North Texas at Frisco's Project, Design, & Analysis cohort worked with the City of Frisco's Health to ideate incentivization solutions for food establishments to increase their health inspection scores. The client, Julie Fernandez, desired scores to range from 0-5 (the lesser the score, the better). Our team developed an idea connecting consumers to better education of inspection scores so that they would be encouraged to eat at safer establishments.
​
This project was completed throughout the months of August 2020-May 2021.
Task​​
-
Calculate & capture relevant statistical data over all of Frisco's Health Inspection scores to observe the distribution, variance, mean, and range of scores.
-
Interview food establishments & consumers
-
Complete In-Depth Research over inspection scoring (link to research paper completed by team).
-
Work within the design-thinking process (Empathize, Define, Ideate, Prototype)
-
Create a storyboard
-
Present final incentivization idea to the City of Frisco executives.
​
Action
When I was cycling through alternative solutions, I spent most of my time empathizing with the customers and for establishments, finding the root of the problem, researching incentivization methods, and strategically creating social media content with design elements to formally present to the City of Frisco's executive, Julie Fernandez.
I individually performed problem analysis on the innovations through the strategies of The 5 Why's, Statistical Analysis (link to my rough analysis), and In Depth Research (links to our research paper), which were all used in our presentations to our stakeholders.
Results
When the social media account was proposed with prototyped posts, Julie saw opportunity. However, she explained that this idea would require much collaboration with the Frisco news department which can be difficult. Julie then proposed that there may be opportunities in the future of Frisco to create and use a separate Instagram platform for just Health & Safety.
Although the idea was not implemented immediately, it trained me to have a strong process-orientated, research-backed, curious, and design-driven mindset. This was a great ground to start for managing future project work.
Marketing Projects
Situation
Review: Summary
“Founded in 2000, B2B Web Ventures, LLC, dba. Beauty & Hair houses the largest e-commerce hair shopping network in North America including Wigs.com, HairExtensions.com, Hairtoppers.com, WigOutlet.com, and EllenWille.com. We are the premier online source for all your alternative hair needs. Our service and expertise distinguish us in the industry.
Ranked among the top 100 fastest-growing companies by the Dallas Business Journal, Beauty & Hair | The Leading Hair Shopping Network in the USA has experienced stellar growth from year to year and has developed a strong customer base as a result of its exceptional service and product selection.
Our Vision
Beauty & Hair provides the highest quality products in the industry while ensuring professional and informed expert assistance for a pampering online shopping experience (beautyandhair.com).”
Review: What is our project objective?
The purpose of this project is to build a business plan for a new alternative hair e-tailer website to appeal to the desired unreached demographic(s) of Black/African American + future fashion wig wearers.
As Beauty & Hair states that they “are the premier online source for all … alternative hair needs”, this project is to respond to the needs of black/African American wig wearers & future fashion wig wearers. Since Beauty & Hair mainly targets the medical wig wearer or those with diagnosed hair loss through wigs.com, this is a demographic that Beauty & Hair hasn’t targeted in a focused way.
The team of students is to compile & pitch a strategic business plan for a new website targeting this demographic.
Task​​
-
coming soon
Action
coming soon
Results
coming soon
Situation
x
Task​​
-
x
Action
x
Results
x
Situation
Within my Social Media Marketing Internship at Baik Brands, I partnered with the Social Media Director, Krissi Petroff (link to LinkedIn), in creating, editing, scheduling, managing media content for ShopMissA.com. I also researched charities (link to one research document) & trends to developed challenge ideas (links to challenge ideas for Tik Tok, links to prize ideas developed for winners) for the brand.
​
My internship projects were from October 2020 to April 2021...
Task​​
-
Create, edit, schedule, & manage social media posts on all platforms (Instagram, Pinterest, Twitter, Tik Tok, YouTube, etc.) to connect & empathize with consumers
-
Research trend & charities for the brand to engage with
-
Brainstorm contests, trends, & challenges for the brand along with prize options
-
Strategically construct the company media calendar with relevant holidays that contribute to the brand identity and vision (link to example of holiday planning).
Action
I spent most of my time utilizing social media content scheduling & editing platforms, such as HootSuite, Canva, PicsArt, InShot, DropBox, etc., creating engaging "New Arrival" story posts (link to examples) to connect users to the website, and developing trends (links to challenge ideas for Tik Tok) for the brand.
Results
Throughout my first internship with Baik Brands, I gained several insights from the behind-the-scenes of social media marketing and planned scheduling. I had the pleasure of actively working with amazing creative marketers, such as Krissi Petroff, the Social Media Director, Jessica Diaz, the Public Relations Coordinator, and Sarah Amrou, the Marketing Director. Lastly, I learned how to utilize design principles within content creation.
Fashion Projects
Situation
For a fashion design competition called "Stuck at Prom" organized by the Duck Tape company, I was challenged to design & create an entire prom look out of Duck Tape.
​
This project was done over the course of Spring, 2020.
​
Task​​
-
Sketch & Design a unique prom look
-
Create the designed apparel from Duck Tape
-
Write a short essay about what this look meant
-
Create a video describing this prom look
Action
In this project, I spent most of my time bringing my roughly sketched design to life. Some features of the design came later than others; my creativity flourished. After finishing the design, I reflected on the prom look. I realized my vision when creating this look was to display the beauty of life through wearable art. I wrote my essay about this. When constructing the video, I put clips together of the creation of the look. After completing these tasks, I got much insight into my identity.
Results
Although I did not win this competition, I discovered something more important. I was fervently passionate and involved with fashion design. Every step of this process was exciting and engaging to me. Therefore, I understood clearly that this is something I will actively do in my life. Displaying human creativity, beauty, and expression are concepts I value in my identity. This project is evidence of that. There is much innovative opportunity in the United States to integrate the sciences, artworks, dance arts, musical arts, technology, and so much more with fashion. I hope to enhance a New Age of Art to the fashion world.
Publications
Situation
It was time for the 2018 IMAZINE Delaware Magazine Submissions. I prepared to be selected & published in poetry, photography, and artwork with my original works to showcase my creative and artistic abilities.
​
This project ran from September-January 2018...
Task​​
-
Submit 3 original poems: "Frozen", "What Love Shall Be", "Teardrops"
-
Submit 3 original photography pieces: “It’s Just Lovely Old Me, Here”, “Sandy Shimmering Sunsets Off of The Shore”, & “Branch Out, Little One”
-
Submit 3 artwork pieces: "Love is Natural", "Trashy Fashion", & "It's Complicated"
Action
During the submission process, I spent most of my time continually communicating with the editors on recommendations and other feedback. Additionally, I kept myself up to date with submission details and deadlines in order to stay on track to be published in the 2018 IMAZINE Magazine.
Results
Every piece of my poetry, photography, and artwork was published in the 2018 edition of the IMAZINE Delaware Magazine! I was extremely proud and excited to have my creativity showcased in a formal magazine publication...
Situation
x
Task​​
-
x
Action
x
Results
x
Creative Projects