Download - Product Management Portfolio

Product ManagementPortfolio for Stephan Orme

Product Management | UX Design | Information Design

[email protected] • 510-847-8537Document Version 0.46

Portfolio 4.0 of 14March 12, 2011 Stephan Orme • [email protected] • 510-847-8537

Detail Screen

Tartine Bakery600 Guerrero StreetSan Francisco, Ca 94110

Distance: 0.3 Miles (415) 487-2600

Yelp Google Places

Insert Yelp or Google places page ORexisting 'View Contact' screen in

Android Dialer

Scrolls in this box

Add to Favorites

+Add to

Contacts

+

previous, next and backgoes to next contact in list. Back goes back to List page (Search or Contacts)

Tap to call. If there are multiple phone nujmbers, display the 1st.

Address info (same info we have in list view). Tap goes to Map

Loads page data. Initially only show Yelp. Later have multiple tabs for multiple data sources

Use standard Android share functionality. This pops up dialog: "Share via email or Bluetooth" - Both send VCF formatted files (contact interchange file)

Need Estimate: Add Send Text Message option to existing. SMS content: NOTE FORMAT incl: commas, spaces and colons

<Full Name><IF business show business name><City>, <state> <zipcode><phoneType1>: <phone number 1><emailType1>: <email 1>

- Brought to you by PhoneTell: www.phoneTell.com

Bad Contact / DeleteShow Bad Info when the contact is 'one of ours'Show Delete when the contact is in their contact list

Bad Info BehaviorClicking Bad Info pops up a comment field.The Contact Id info along with the comment is sent to a 'bad_data' tableLater we'll figure out how to use this info

Delete BehaviorDialog: "Delete this contact?" With Ok / Cancel (ok to reuse Android standard)

Bad InfoShare

!

Add to Favorites, confirm with Toast "Added to Favorites"- if NOT in contacts add to contacts also (no toast)

Add to Contacts confirm with Toast: "Added to Contacts"

Edit

Delete

If NOT in their Contact list, create new contact then go to Standard Android Edit Page

If already in their contact list,just go to edit page

My Contacts

Show in this area:Yelp, etc. HTML pages and Existing Android 'View Contact page

Bad Info dialog

Menu Options:Phone Number Doesn't WorkAddress Wrong or Business MovedBusiness ClosedOther

Thanks for Letting us Know!

comments

Bad Phone NumberCan you tell us why?

Cancel Submit

Delete This Contact?

Cancel Ok

Delete Contact dialog

Product Management PortfolioI have experience with all stages of the product process

including managing development teams, implementing Agile systems, de!ning the product roadmap and UX designs.

As Director of Product for PhoneTell, I prepared product roadmaps for their suite of mobile applications, led product strategy discussions with senior management, managed a 15-

person development team and designed applications for Android, Blackberry and Skype.

As CEO of Worklogistics, I led the creation of the Crew Tracker mobile application for Android, along with a sophisticated web application. This involved the complete product life-cycle, from product vision, customer development, technology stack speci!cation, UX design, data modeling, hiring and managing a development

team and !eld testing.

As lead developer for the Pesticideinfo.org project I wrote all front and back end code (SQL, JSP and Perl), optimized the site for SEO (which resulted in top 10 ranking for many pesticides), set up co-located unix servers and performance tuned MySQL.

I believe in small, effective teams, customer development, minimum viable product design and agile development.

Product Roadmap and Mobile UX speci!cations for PhoneTell

“Stephan has a great understanding of the so!ware development process and it was a pleasure to work with him.”

- Sergey Slepchenko, Project Manager, Interlink

Product Roadmap

Not for release - private distribution only

Draft document version 0.35

Table of ContentsServicesCore TechnologiesPartners and TechnologyPlatforms and TechnologiesTechnology Trends

October 5, 2010Private and Con!dential PhoneTell, Inc PhoneTell Product Roadmap


Product Management, Customer Support and StaffingProduct management is embedded in larger business processes and has to consider a range of business issues

including customer support and staffing. The top !gure is a hiring plan which shows how the product roadmap, marketing launch and hiring evolve from pre-launch through launch. The bottom !gure shows how customer support and user feedback is integrated into development.

Development Staffing/Activity PlanShown at right is a nine-month staffing/activity plan for Worklogistics that shows

how staff are added over time as development evolves.

This model was prepared in conjunction with a full !nancial model.

Staffing Evolution

Pre-Launch Marketing LaunchSoft LaunchA B C

Marketing

Analytics System

DevelopmentVP Engineering

Enterprise Architect

Lead Web Developer

Android Dev Team

Web App Dev Team

Dev and QA Systems

QA Lead

Graphics DesignAnimation Design

Dir. Crew Tracker Marketing

VP Community Manager

Dir. Legal Marketing

Dir. Solo Tracker Marketing

Business Development

CEO

Operations

CFO Human Resources Office Manager

Activities by Phase For Crew Tracker Launch

Already in Place

Mar

ketin

g

Soft Launch Marketing LaunchWebsiteAnalytics

CommunityLaunch

Hire VP Community Manager Hire Dir. Crew Tracker Marketing

Server Admin

Cus

tom

erSu

ppor

t Hire Payroll Integrator Hire Customer Support

Hire Technical SupportHire SEO OptimizationSupport Docs

UX Designer

Support

HR System Integrator

Customer Support

Technical SupportSupport Documentation

SEO Optimization

Community Systems

Dev

elop

men

t

Crew TrackerDev

Web AppDev

Sales WebsiteDev

Build out Export Template Library

Load TestingImplement Web Analytics

Develop Community Systems

Dev & QA Process evolutionProduct Design Graphic Design

UX Design Hire Enterprise Architect

Hire VP EngineeringHire Lead Web Developer Hire Lead QA Begin Enterprise Refactoring

Hire QA & Dev Assistant Expand QA Process

Org

aniz

atio

nal

Dev

elop

men

t

Build out HR resources

Fundraising Recruiting

reports to

QA & Dev Assist

6 Months

Key

Contracted

Pre-Launch Phase

Soft Launch Phase

Marketing Launch

Activity

Employee

3 Months 3 Months

Fundraising

Hire PR Person

PR Person

Marketing Directors: Experts within Vertical

Designing for SupportAt right is a Support/Feedback Work$ow which I designed for PhoneTell. This system streamlined support/feedback work$ows. PhoneTell implemented this process along with a new issue tracking system,

Fogbugz.

Proposed Feedback/Support WorkflowHandling Feedback and Support Requests

Feedback and Support - some design ideas

1. Simple Forms. Simple is more approachable and intuitive. Fewer fields = better.

2. Ubiquitous. Make feedback collection as ubiquitous as possible during active beta period so users can contact us easily and immediately (later, we can screen to drive down support overhead)

3. Automatically collect data when possible: OS version, App version, user contact info if we can, etc. to eliminate transaction friction.

4. Don't over-design support system. Don't automate routing and ZenDesk - Editgrid/Fogbugz integration yet. Keep these systems simple. We don't have sufficient volume to justify the engineering cost and we can upgrade and automate once we have a better sense of the actual support workflow and needs.

5. Mobile-centric feedback and support. Most users will experience problems while using the app therefore mobile support is key and web-based support is secondary. Feedback might be more web based.

App-basedFeedback/Support

Web-basedFeedback/Support

Other channels Feedback/Support

PhoneTell Staffer

Customer Support Transaction

ZenDesk System

ZenDesk mail

Manual entry into Editgrid or Fogbugz

Automatic ZenDesk

Ticket Creation

Automatic ZenDesk

Ticket Creation

Manual ZenDesk

Entry

For Internal PhoneTell need-to-know and

discussion

forward relevant info on as-needed basis to other Phonetell staff

Bug Fixes & programmer notes


Development Management

I’ve directly managed two offshore development teams (Ukraine and Chinese teams); below are some of the

Agile processes I implemented to help with the complex logistics of managing distributed teams.

Implementing Agile Development SystemsShown below is a two-week iteration schedule showing developer, product and marketing deliverables. Agile development also means agile marketing; this document was created to help sync development and marketing efforts.

Development Process Flow

PhoneTell

PhoneTell + Aragon

Iteration Plan Draft

Plan Estimating

Iteration Plan

!nal iteration plan sent to PhoneTell Team

Development

Aragon

Unit Testing

Aragon

Regression/Acceptance Testing

Candidate Build

Build uploadedChange log updatedKnown Issues

Aragon + PhoneTell

Iteration Notes IncludeIntroductionDownload URLRelease TimelineKnown IssuesChange LogCollateral Updates Due

Public Release

Build Uploaded to marketsOnline Market text updatedTour updatedTutorial updated

Post Release Monitoring

Crash-log reportingFeedback monitoring

Interim Builds

Interim Feeback

continued below

continued from above

Release MeetingEveryone agree?

OK?

Reviewers Guide IncludesInstallationHow to UseFeatures/Bene!tsPress QuotesPR Contact

Iteration Plan IncludesDevelopment TimelineScheduled work for each project

Iteration Process Documents

PhoneTell QAManual Ad-hoc TestingAutomated Test Suite

Notify PhoneTell TeamIteration Note DraftReviewer's Guide Draft

Collateral Production?Reviewer's GuideTutorial UpdateTour UpdatePR MaterialsOnline Market Text

Final Iteration NotesUpdate list of known issues

Cand

idat

e Bu

ild

Document Version 0.64Mon Dec 27 2010

Marketing

MarketingMarketingMkting

Development Logistics: Coordinating Development, QA, Design and MarketingCalendar shows combined schedule and deliverables for all groups.

24 25Upload Build

17 20Q&A !nal test

18 21Q&A !nal test

19Candidate Build, End of day

22Final Build

23

1615Nightly Android builds if possible

1413Facebook soft-launch

1211Start Iteration

24 25

17 20181st draft of next iteration plan

2119Estimate tasks...

22Finalize iteration plan

23

161514131211Start Iteration

Begin Iteration RolloutDeliverables on this day: Iteration Notes, Reviewers Guide draft, Build

Iteration PlanningDuring second week, develop plan and estimate for the next iteration.

Final Iteration PlanDeliver: Iteration plan, 'What's Next' note.

Development Cycle

Iteration Planning

Update CollateralPrepare as necessary: Tutorial, Tour, Reviewer's Guide, PR Materials, Android Market Updates.

Development Cycle - the plan: Note, this is how we'd like it to go, not how it will go.Document Version 0.55Sun Oct 10 2010

Public Release: Upload Final Build, Tutorial, Market Updates, etc.

facebook app updatesAndroid Fix and new release as early as possible


QA Process DesignShown at right is a use case testing worksheet used for regression testing.


Customer Development and Market ResearchI believe the best way to insure good product !t is through a process of Customer Development. To better

understand the market for Worklogistics, I put on a hard hat and visited construction sites throughout the Bay Area and interviewed construction foreman. More traditional market research approaches include market analysis and competitive analysis, two examples are shown below:

Market AnalysisShown at right is a Total Addressable Market (TAM) and Segmented Addressable Market (SAM) analysis for the

construction timekeeping market.

Market Overview and CompetitionThe US Construction Market

The US Bureau of Labor Statistics 2008-2009 report states (using 2006 data - the latest available) there were 883,000 construction firms employing 7,689,000 paid workers and an additional 1.9 million self-employed workers bringing total construction employment to 9.6 million.9 Current data (June 2009)

show the number of construction firms

holding steady at about 890,000 firms but show a sharp decline in employment with losses of 1.3 million jobs since the beginning of the recession.10 2007 US Census data (latest data) report total sales for the construction sector at $1.78 trillion and annual payroll of $348 billion.11 An IHS Insight 2009 report estimates that 2008 global and US construction spending was 5.5 trillion and 800 billion respectively.12

IHS Global Insight predicts a modest recovery in construction spending in 2010 before seeing significant growth again in 2011.13 We expect to be ready for market in the second half of 2010. Over the long term, construction spending is closely linked to GNP and population growth and is expected to grow.14

We are targeting US construction firms with more than 5 employees, which in 2006 numbered 6.8 million workers and 310,000 firms. For our analysis and projections we have used estimates of 300,000 construction firms employing 6.5 million workers; current numbers are possibly a bit lower, but are likely to rise before we go to market. We estimate that market leader, Exaktime currently holds a little over 6% of this market.15

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

1 to 4 5 to 19 20 to 99 100+

Construction Employment by Establishment Size

Workers Establishments

Page 21 of 49! Wednesday, December 29, 2010! CONFIDENTIAL - Property of WorkLogistics

! Sales & Marketing

9 Bureau of Labor Statistics, U.S. Department of Labor, Career Guide to Industries, 2008-09 Edition, Construction, on the Internet at http://www.bls.gov/oco/cg/cgs003.htm (visited July 14, 2009 ).10 Bureau of Labor Statistics, U.S. Department of Labor, Industries at a Glance, June 2009 Edition, Construction, on the Internet at http://www.bls.gov/iag/tgs/iag23.htm (visited July 14, 2009 ).

See also, the US BLS The Employment Situation Report! online at: http://www.bls.gov/news.release/empsit.nr0.htm and http://www.bls.gov/news.release/pdf/empsit.pdf11 2007 Economic Census Data, U.S. Census Bureau, online at: http://tinyurl.com/const-stats12 IHS Report citation xxx13 Scott Hazelton, Director of Construction Services at IHS Global Insight (June 2009) report online at: http://tinyurl.com/IHS-outlook14 IBID: citation #1115 See Appendix B - Sales Analysis of Exaktime’s Jobclock system for discussion and analysis.

Competitive AnalysisShown at right is a number-of-users extrapolation and cost-per-worker analysis for Exaktime, a competitor to Worklogistics in the construction timekeeping market. This analysis was done to support a pricing model for the service.

Appendix B - Sales Analysis of Exaktime’s Jobclock systemSee Exaktime Analysis spreadsheet for full citations and discussion of methodology.

Exaktime (www.exaktime.com) sells the Jobclock system which is the market leader in the construction timekeeping market. Their system is also the closest to ours in function (The majority of other entrants in this market are using PDA-based solutions).

Though privately held, we’ve been able to figure out quite a lot about their business. Using annual sales data from Deloite Technology Fast 500 listings; historic worker claims discovered on archived pages on www.archive.org; and an ill-considered posting on Google Answers in 2006 which reveals their worker - client - sales ratios; we’ve been able to determine approximate sales breakdowns, average system cost, workers per clock, client numbers, cost per worker and other key metrics.

Workers Using the Jobclock System

If Exaktime worker claims are accurate (we suspect they are inflated) today some 700,000 workers use the Jobclock system each day. From data we’ve developed Exaktime systems averages 12 workers per clock. For their customers, the average cost per worker is about ~$86.

Workers Using Jobclock SystemReported & Extrapolated

Sales per Worker

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

12

/31

/01

12

/31

/02

12

/31

/03

12

/31

/04

12

/31

/05

12

/31

/06

12

/31

/07

12

/31

/08

12

/31

/09

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$100

workers, est

workers, reported

Sales per worker

Average $/worker

Page 42 of 49! Wednesday, December 29, 2010! CONFIDENTIAL - Property of WorkLogistics

! Appendices


UX Design

UX: Website WireframingWireframe of Product page for PhoneTell

is shown at right. Design considerations included:

• Simple, brochure-like design

• Hub Page for all product information

• Flat design for ease of navigation

•- 85% of content within 2 levels

•- 100% of content within 3 levels

On This Page

Key Functionality:• Download

•!FAQ

• Features

• Help with App

*

Prepared by Stephan Orme for PhoneTell, Inc. Private and Confidential Page 3 of 2 - Mon Jan 31 2011

Notes

Hub Page: All Product Info

exposed via this page.

Product Page: Android, iPhone and RIM

PhoneTell Home

Home

Privacy | Terms | Contact

Product Info

Infoanimated screen, text, test drive...

FAQsUniversal FAQ?

FeaturesFor Each Phone

HelpFor Each Phone

Post Download InstructionsShow After Download is Sent

Feed

back

Download

Name

email

phone

Download

Test Drive

Displays Post_Download in Product_Infoor need your info dialog

Select TopicInfoFAQ

FeaturesHelp

Select Product

Selection loads content into Product Info block at right

We're sorry, the iPhone version isn't ready yet. Can we send you

a quick note when it is?Name

email

phone

Send info

Or

QR Code

UX: UI DesignShown at right is a UI design for a redesigned Yelp List.

On the left users !nd businesses they like, which they then drag to their list.

The right side shows the users list. They can then share these lists with their friends.

This spec was created to communicate the concept, a technical spec would include:

• UI behavior

• User-$ow diagram

• Database Schema

• Exception handling

• Notes for the visual designer

Edit List

1. Find Places and Events... 2. Add them to Your List

Share this List. Goes to Sharing dialog (H)

Delete SaveNew

Controls to !nd places. See Controls (J)

Edit List - a tool to create, edit and share listsF

Search

Search within 2 Blocks of1 Carl St. SF, Ca 94117

Restaurants Neighborhood

Description of this list. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec adipiscing.

Goes to Set Location dialog (G) Using Yelp Recommendation Engine, help users discover places they might like based on items already in their list, i.e. "People who liked these businesses also liked..."

Clicking replaces search results with recommended results

Get Recommendations Share

La Boulange Bakery2043 Fillmore St

89 reviews

1.6 miles$$Co!ee Shop

Zazie941 Cole St

217 reviews

0.7 miles$$$Restaurant

Crepes on Cole100 Carl St

220 reviews

0.2 miles$$Resturant

Marnee Thai9th Ave & Lincoln Way, Golden Gate...

220 reviews

1.2 miles$$Restaurant

De Young Museum50 Hagiwara Tea Garden Dr. Gold...

654 reviews

0.7 miles$$Museum

San Francisco Botanical Garden9th Ave & Lincoln Way, Golden Gate...

220 reviews

1.2 miles$$Garden

California Academy of Scie...55 Music Concourse Dr. Golden Gate...

453 reviews

0.6 miles$$Museum

Drag items to add to list


UX: Information DesignRepresenting complex data in an interface can

be particularly challenging. Shown below are two information designs for the Worklogistics time accounting system.

The top diagram shows a time worked for a worker. Also on this page are controls for

auditing, editing and approving time for payroll.

The bottom diagram is a design for the second revision of the product and shows the same data using a time bar design. The bottom

design also shows screenshot thumbnails which are used for a desktop-based time tracking product.

Both of these designs were produced working in collaboration with other designers.

“Stephan has an uncanny ability to see all sides of complex so!ware systems, and great skills in conveying that information to programmers, designers and customers.

I was consistently impressed in how detailed his speci"cations were, both in conveying the broad tasks that users were trying to accomplish as well as highlighting details which were not obvious at "rst glance.

#is made my work as a designer much much easier, and results in great products since things are thought through at the beginning instead of being bolted on at the end.”

- UX Designer Owen Williams

!"#$% &"'"( )*+,-.!/.01"!-2.


UX: Use Flow DiagrammingEfficient and coherent use-$ow is a key factor in successful designs. The use-$ow diagram at top shows the login

sequence and error handling for PhoneTell’s Android application. The bottom diagram is for a dedicated hardware time clock for construction sites. The clock tracks worker, task and time. This hardware device used an RFID Card reader, LCD character display and keypad for user interaction, the data was then synced to a cloud-based service.

Third Party Login Sequence

PhoneTell Login Sequence

LoginUser Name

LoginCancel

Password

Settings page You are Currently Logged In

DisconnectCancel

Note on login screens. Standardize and re-use design when possible but some (Facebook, others?) require their own login design.

B

connected?

N

Y

RegisterEmail

Password

RegisterCancel

Password Again

LoginEmail

Password

LoginCancel

Lost Password

Lost PasswordEmail

Send PasswordCancel

Thanks for Registering! You are now logged In Password Sentdisplay for ~2 secondsgo to home screen

display for ~2 secondsgo to home screen

Register

You are Currently Logged In

DisconnectCancelconnected?

N

Y

display for ~2 secondsgo to Login screen

go to Settings screen

You are now logged Indisplay for ~2 secondsgo to home screen

go to Login screen

go to Login screen go to Settings screen go to Login screen

Incorrect! Check Email and Passworddisplay for ~2 secondsgo to Login screen

Or

Setting Screen Design:One long scrolling pageUse Headers to organize content

Note See "Users, Devices and Linked Accounts" (next page) for notes

Settings <continued>

Blocked Phone Numbers

John Doe 510-121-9999

Mark Rothko 510-121-9999

Send To Voicemail

Block

Block Anonymous/Restricted Callers

Later

State: Task Selection display task_sel screen

w/ current user task (if clocked in)

w/ default task (if not clocked in)

wait for key input

wakeUp...

State: Sleep

any keypresswelcome Screen

State: Welcome display welcome screen

scan for RFID card

any keypressMust SwipeRFID Msg

Swipe RFID error message

Swipe RFID Card

First!

Swipe RFID Card

Passive IR Motion Detect

clocked in already?

Y

N

RFIDScan

RFIDRead beep

wait 5

seconds

beginSession

Selection

Greer Appts Tasks

33 Sheet Rock

36 Painting

52 Finish Trim

welcome screen

Select

Selection

Clearstart stop Back

Swipe Card

Crew Clock 1

Bat 87% Sig 53%

system

Error: User has

pressed a key before

swiping RFID card

User clocked in. Display task_select screen

with user's current task selected

start new session

select

clear

back

system

clearSession welcome Screen

up

down

scrollMenuTask_seletion Screen

System_Info Screen

start + stopSystem_Options Screen

Project_seletion screen

writeTimeEvent clearSession goodbye Screen

start

stopwriteTimeEvent clearSession goodbye Screen

user not clocked in. Display project_select

screen with default project displayed

time out? Y

N

writeTimeEvent clearSession goToSleepwait for key Input

Key Input

Swipe RFID Card

New user swipes in before the current session is finished, write current session, and start new

See project_selection example

beep

writeMessageToScreenwriteMessageToScreen

Key Input

State: Project Selection display project_sel screen

with default project selected

wait for key input

start

stop

select

clear

back

system

writeTimeEvent clearSession goodbye Screen

clearSessionclearSession welcome Screen

selectProjectTask_seletion Screen

up

down

scrollMenuProject_seletion Screen

System_Info Screen

start + stopSystem_Options Screen

Swipe RFID Card

writeTimeEvent clearSession

New user swipes in before the current session is finished, write current session, and start new

Hi Steve, Project:

20 Karis Building

54 Greer Appts

56 Hsu DevelopmentSelection

time out? Y

N

writeTimeEvent clearSessionwait for key Input

beep

1 2

3 4

Sleep State Welcome Screen

Select Project Screen Select Task Screen

Display task_select

screen with default

task selected

goToSleep


UX: Mobile App Design

Shown at right is a Place Detail

Screen along with design notes.

I’ve gotten consistent praise for the

thoroughness and quality of my speci!cations from the developers that I’ve worked with.

Detail Screen

Tartine Bakery600 Guerrero StreetSan Francisco, Ca 94110

Distance: 0.3 Miles (415) 487-2600

Yelp Google Places

Insert Yelp or Google places page ORexisting 'View Contact' screen in

Android Dialer

Scrolls in this box

Add to Favorites

+Add to

Contacts

+

previous, next and backgoes to next contact in list. Back goes back to List page (Search or Contacts)

Tap to call. If there are multiple phone nujmbers, display the 1st.

Address info (same info we have in list view). Tap goes to Map

Loads page data. Initially only show Yelp. Later have multiple tabs for multiple data sources

Use standard Android share functionality. This pops up dialog: "Share via email or Bluetooth" - Both send VCF formatted files (contact interchange file)

Need Estimate: Add Send Text Message option to existing. SMS content: NOTE FORMAT incl: commas, spaces and colons

<Full Name><IF business show business name><City>, <state> <zipcode><phoneType1>: <phone number 1><emailType1>: <email 1>

- Brought to you by PhoneTell: www.phoneTell.com

Bad Contact / DeleteShow Bad Info when the contact is 'one of ours'Show Delete when the contact is in their contact list

Bad Info BehaviorClicking Bad Info pops up a comment field.The Contact Id info along with the comment is sent to a 'bad_data' tableLater we'll figure out how to use this info

Delete BehaviorDialog: "Delete this contact?" With Ok / Cancel (ok to reuse Android standard)

Bad InfoShare

!

Add to Favorites, confirm with Toast "Added to Favorites"- if NOT in contacts add to contacts also (no toast)

Add to Contacts confirm with Toast: "Added to Contacts"

Edit

Delete

If NOT in their Contact list, create new contact then go to Standard Android Edit Page

If already in their contact list,just go to edit page

My Contacts

Show in this area:Yelp, etc. HTML pages and Existing Android 'View Contact page

Bad Info dialog

Menu Options:Phone Number Doesn't WorkAddress Wrong or Business MovedBusiness ClosedOther

Thanks for Letting us Know!

comments

Bad Phone NumberCan you tell us why?

Cancel Submit

Delete This Contact?

Cancel Ok

Delete Contact dialog

At left are wireframes for a contact

list management UI along with

implementation notes.

At right a combined voice/text Search Interface.

tap to slide up Keyboardtyping calls on-the-fly search routine

Clear

go to Voice_Entry dialog

Clear search entryClear search resultsshow home screen messageshow keyboard


UX: Mobile Design and ArchitecturePhoneTell’s core product is a global contact database (with 300+ million contacts) which is accessed through a

series of clients (Android, iPhone, Blackberry, Skype, and Facebook). The Android client, shown below, left, builds

upon and extends the Android Dialer application with integrated search and features such as Inbound-Caller-Id

and Text-to-Respond.

Android, iPhone and Blackberry Apps from PhoneTell

Crew Tracker from Worklogistics

The Worklogistics Crew Tracker™ Application, shown at right, tracks task, time and project information for construction crews.

For the Crew Tracker service I designed a sophisticated system for syncing and updating data across multiple clients. One of the advanced features of the architecture is that data (about workers, project, tasks and time) are efficiently propagated to all clients linked to an account.

Crew Tracker data is used for payroll, billing, analytics and project

management. The Crew Tracker application runs on Android.


Data ModelingOne of the strengths I bring to product design is a strong understanding of how applications are represented at

the database level. My UX specs generally include reference data designs which helps me communicate with development on a deeper, more effective level.

The top !gure is a partial view of the Pesticideinfo.org schema. Pesticideinfo.org is the world’s largest pesticide database incorporating most of the major pesticide-related datasets globally; it includes roughly 100 datasets from dozens of agencies world-wide including chemical, product, toxicity, regulatory, pesticide use, eco-toxicity

and medical datasets. Each of these datasets are processed, validated and then keyed to construct a tightly integrated dataset. These data are then made available to the public free of charge at pesticideinfo.org.

I was the lead developer for the pesticideinfo project and managed all of the technical aspects including specifying the technology stack, writing code, back-end design, UX design, setting up co-located servers, MySQL tuning and SEO analysis and optimization. The site was built using: Apache, Tomcat, MySQL and Perl.

Shown at bottom is part of the schema for the Worklogistics Accounting System.

Water Data

Chem ID

Rec_IdSynonyms

Chem_Name

Ecotoxicity Data

CAS_NoAquire.Main

Taxa_Group

Effect

Measurement

Endpoint

Species

ReferenceNumber

Study Parameters

Chem.Chem_NameSpeciesNumber

ReferenceNumber

Aquire.TheRefs

Citation

SpeciesNumber

Species

LatinName

Taxa_Group

species names

CommonName

LatinName

species study count

CAS_NoAcuteSumCASSpec

Taxa_Group

LC50 values for Chem/Species

SpeciesNumber

Species.CommonName

CAS_NoAcuteSumCASTaxaGrp

Taxa_Group

LC50 values for Chem/Taxa

CAS_NoSumCASTaxaEffList

Taxa_Group

Effect List for CAS/Taxa

Product data

CO_NRCompany

CO_NAME

Company Name

Company Address

CO_NRAgents

CO_NAME

Company Address

REG_NRProducts

PROD_NAME

FORM_NAME

PROD_NAME

CO_NR

TOX_CODE

PROD_NAME

APPR_DATE

CAN_DATE

ProdStatus

RegNo2

AcuteHazWarn

REG_NRFormula

PC_PCTPC_CODE

PEST_CODENewPestName

PEST_DESC

Pests & cnt products

SiteCodeShortNewSiteName

SITE_DESC

Sites & cnt products

TYPE_CODENewTypeName

TYPE_DESC2

Types & cnt products

REG_NRProdSite

SiteCodeShortSITE_CODE

REG_NRProdSite

PEST_CODE

REG_NRProdType

TYPE_CODE

REG_NRProdSynonyms

PROD_NAME

DIST_NR

APPL_DATE

DIST_CO_NAME

CAN_DATE

PROD_NAME

REG_NRPPLS

Label links

CO_NRLABEL_DT

REG_NRProd24C

Special Local NeedsCO_NR

Need, Use, Type

REG_NRProdXfer

PREVREG_NRXfer Date

CT_Code (reason)

SiteCatSiteCategories

Site_Desc

Not Used

CAS_NoPhysicalProperties

PhysProp DataPAN & DPR RatingDPR_Chem_Code

Data Files for Chemicals

CAS_NoChemsOfConcern

PIC

POP

DirtyDozen

CAS_NoEDs

PAN_ED

Keith

Colborn

Illinois_EPA

Benbrook

CAS_NoEPAAcute

Rating

CAS_NoEPACancer

Rating

CAS_NoIARCCancer

Rating

CAS_NoNIHCancer

Rating

CAS_NoNTPAcute

Rating

Type

Route

Species

Result

CAS_NoPANAcute

Rating

CAS_NoWHOAcute

Rating

Rec_IdWHOObsolete

WHOObsolete

ToxGroup/RatingWarningIcons

PathDesc

CAS_Nop65

p65 data and dates

Regulatory Data

CountryCountries

Region

Data Note

Subregion

Country

Reg Counts

CountryCCConsolidated

Region

Chem_Name

Subregion

Country

Reg. Ban, Import

Key_CountryChem

Chem_Id

CAS_No

CountryCountryChem

Region

Chem_Name_Local

Subregion

Country

Reg. Ban, Import

Rec_IdKey_CountryChem

Chem_Id

Source notes & info

Ref_Short

Ref_Long

Use Data

DPR_County_CdCA_Counties

County Name

Ag Comish contact info

Code_DPRCommodities

Groups:CDFA AG

Code_EPA

Acreage Notes

PictureId

chemkeyPURsumFinal

2000_gross_lbs

chemkey

Use stats

sitekeycountykey

sitekey

countykey

Chem_Name

Rec_Id

Commodity_Name

County_Name

S_BA

ClassList

UseList

Get Parent

Get RelatedRec_IdChemicals

Chem_Name

Chem Toxicity data

CAS_No

Chem Toxicity data

EPA_PCCodeDPR_Chem_Code

CAS_RU

TheUses

Key

KeysDatabase

Sort Fields

Search Fields

Selected Fields

Links

Rec_IDLinkMembership

TheOrder

MembType

TheGroup

Grp_Rec_IDLinks

Grp_Heading1

Grp_Type

Link_Rec_ID

Grp_Heading2

Grp_Heading3

Link_Add_Remote

Link_Name_Long

Link_SortOrder

Grp_Chem

Links data via parent Rec_Id

Rec_IdChemUse

TheUse

TheOrder

TheUse

Rec_IdChemClass

TheClass

TheOrder

TheClass

links thruchemclass

links thruchemuse

Rec_IdWaterAll

N CriteriaN Note fields

FieldNameCriteriaDesc

Full Name

codewater footnotes dbases

footnote

linked using name of note dbase and footnote code

linked using name of field not data

SourceAccounts: Banks and Credit Card

Transaction

Source ReconciliationMultiple source records are reconciled into a master transaction record. Transaction_Id links all records.

General LegerJournals is ALSO account_period rollup.Use Journals for most financial reporting; GL is finer grained but won't be current.Journals.Amount equals amount_trans before closing and amount_GL after closing.

Lightweight master Transaction record. Reconciles multiple sources. transaction_id is not unique (can be split)

Full transaction details, including scans of original docs.

General Ledger

amount

account_code

period

transaction_date

account_period

tag_id

GL_trans_type

Table Name: GL

Periods

period_no

last_date_in_period

periods also used for Prices and Costs

Chart_Accounts

account_code

<account info>

Chart of Accounts

Account_Groups

<group info>

AG_code

account_code

Supports sub-groups

GL_Trans_Type

GL_trans_type

<trans type info>

Journal, sales invoice, opening balance, etc. receipts, goods received, AR Invoices, AR credit notes

Income Statement

CashFlow

Balance Sheet

OwnersEquity

Accounts Payable

Accounts Receivable

Transaction_Type

transaction_type

<trans type info>

identifies the source table

Bank & CC Items

<transaction info>

transaction_id

Source Documents: receipts, time cards, etc.

Receipts

<source info>

transaction_id

complete document record: scanned image, etc.

TimecardsComplete document record

Cash

Corresponds to Cash Received Journal

Purchase_Orders

Corresponds to Purchases journal

< Many Others>

Journals

account_code

period

<journal info>

amount_GL

amount

bal_fwd_budget

amount_trans

<acct_period info>

budget

bal_fwd_amount

account_period

journal_id

ALSO Account_Period Rollup. Table GL Items grouped by account_code and period: GL

Transactions

<transaction info>

account_period

eco_code

eco_amount

exchange_rate

currency_code

amount

date

tag_id

trans_type

transaction_id

master transaction fileAll transactions appear hereSource Documents: receipts, time cards, bank trans, etc.reconciliation?

Account_Sections?

xxx

xxx

Account ReconciliationAccounts are reconciled within each ournals by comparing Jounals.amount and amount_GL

Librariesused to auto-fill

tags and accounts

Project_Library

Used to populate Projects

Tag_Library

Used to populate tag_accounts

Tag_Acct_Lib


Task_Library


Tag_Metrics_Lib


Tag_Rules_Lib


Bus_Type_Library

Business Types to set up defaults for entire business

Chart_Accts_Lib


Tagging SystemProprietary

Tags

tag_id

<tag info>

TagReports

Tag_Accounts

expense_rules

tag_rules_id

tag_id

account_code

Tag_rules

tag_rules_id

<rules info>

Tag_Metrics

<metric info>

Basis

Kind

Title

tag_id

Metric_Items

text

value2

value1

date

metric_id

mileage and other ongoing tracking - inventory?

Projects

<contact info>

project_id

Tags

Tasks

<Task info>

tag_id

project_id

Tasks are an extension to tags and contains task parameters

Tags

Time_BlocksProject_employees

Not used?

Tagging a transaction creates Journal association and adds accounting codes

Use Transactions for finer-grained analytics. WILL have account codes but missing non-transaction data.

Invoices

xxx

IN

IN

Out

Out

Posting_Log

<audit string>

Type

Date

User_Id

Log all changes made to GL table

Use a sieve to match transactions

use All_transactions table between Source and Transactions. 1 record per source, match on Amount and trans_date range(±1 day)

Allocations


Designing for ViralityI produced a well received study on virality design patterns. The study included a discussion of the steps that go

into a viral designs, a review of design patterns and a mathematical model. The original discussion is online here:

• http://www.quora.com/What-are-some-great-examples-of-virality-design-patterns

Modeling Product Virality

ß = Invite Rate(Invite/User/Day)

! = Conversion Rate (Conversions/Invitations/Day)

" = Attrition Rate (Attritions/User/Day)

Potential Users

(Susceptible)

Invitees

(Exposed)

Users

(Infected)

Potential Users

(Susceptible)

Viral Loop


Writing and DocumentationProduct Management require strong communication skills and the ability to speak to many different audiences.

Writing and Document ProductionI’m an efficient and productive writer and comfortable tackling large documentation projects. My goal when writing is to be clear, concise and accessible. Because many ideas are better communicated visually, I often mix written and visual communication.

I am co-author on several published pesticide-related reports for which I did data analysis and writing.

The PiecesThe Worklogistics system is designed to be developed in modular fashion and functional chunks will be

designed and introduced to address specific market segments.

Accounting EngineRobust, highly scaleable, FASB compliant SMB accounting engine - open-source Rails project similar to WebERP. Includes: Schema, business logic, APIs and basic interface.

Time Accounting SystemAPIs, Coding and Editing Data, Visualizing, Approving, Auditing

Financial IntegrationCredit card and bank integration, Receipt scanning

Tag SystemAutomatic and manual categorization toolset.

Tags have rules to amortize, depreciate and apportion expenses.

Payroll3rd party integration

Billing ToolMobile and Web Invoice builderInvoice Template libraryPDF generation and Mail FulfillmentPaypal and Credit Card payments

Import/Export ToolSimple tool for moving data between systems, includes template creation, libraries. export tool and API support

Timekeeping ClientsAndroid and iPhone AppsBrowser clientWindows, Mac, Linux widgets

AnalyticsOverhead and Labor BurdenCorrect PricingProject and task-level costsMarketing and Equipment ROIEstimating

Reconciliation ToolAuto-match, streamlined process

Estimating / Bidding

Taxes3rd party integration

Project Management

CommunityForums, Content and HelpConsultant NetworksSEO

Auditing ToolsDashboardYour business status at a glance

Why Now?Mint.com™ was conceived, launched, grew to over one million users and was sold to Intuit for $170 million - all in just three years. The meteoric success of Mint.com underscores the significance of financial

integration to disrupt accounting services generally.

In contrast, business accounting is still waiting for a Mint.com to come along. Entrants into this market

include: Intuit, Outright, Indinero, Xero and others.

We see three major trends driving a re-invention of accounting today.

• Credit card and bank integration which makes data available in near real-time and at much lower transaction cost.

• Dashboard-like interfaces which simplifies and brings clarity to accounting data

• Cloud-based services which simplifies integration with a range of services and enables data aggregation

Private and Confidential PhoneTell, Inc ! December 27, 2010 Page 5 of 20

Marketing Communication Reviewer’s GuidesAgile development also means agile marketing. To

accommodate an aggressive feature rollout for PhoneTell, I produced Reviewers Guides for each product release (every two weeks). Review’s Guides served to communicate new features to marketing as

well as serving as a communication document for press. I produced reviewers guides for: PhoneTell’s Android app, Blackberry app, Skype Plug-In and Facebook Application.

Directory SearchPhoneTell will !nd it fast! Using our own proprietary CallRank™ algorithm, PhoneTell gives you the most relevant contacts out of our database of over 300 million contacts.

• You’re out with friends and need to !nd a taxi or a late-night restaurant. PhoneTell will !nd one fast!

• example #2

• secret Amazon – one of many secret, hard-to-!nd phone numbers in our database of over 300 million phone numbers!

Demo Directory Search1. From the Search Tab, tap the Search Bar to search.

• Tap to use voice recognition. Note: the icon is only shown on devices that support voice recognition.

• Tap the text box to use the keyboard.

2. Select any contact to view the Ring Page. The Ring Page detailed information including a map, reviews and other information.

Private and Confidential PhoneTell, Inc ! October 4, 2010 Page 4 of 13


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