|Job Title||Information Architect / User Experience Designer|
|Organization||Malcolm Leyland Creative|
|Member Since||4 Feb 2009|
|Areas of Expertise||User Experience and Usability, Web Design|
I am an information architect and usability experience designer with a passion for developing innovative online business solutions. My principle approach is to focus on the user’s motivations and goals. I have a background in creative design and business.
I believe in the intelligent and creative use of Information Design. The understanding, manipulation, and application of information and user needs, is key in achieving a competitive advantage in today’s commercial climate. I understand the client’s business proposition and how to present it online. I’m always concerned about the customers ‘experience’ of the business, and I believe success comes when information and users are matched - my role is to achieve this.
My strengths & experience
I have a nine-year career in web design, interactive kiosk design; experience of two business start-ups; and a career in design and photography for advertising. I’ve won design awards and worked for some of the UK’s top ad agencies and accounts. I have held management positions in previous agencies, and routinely presented to and worked with clients on a one to one basis.
My aim as an IA
I have continually experienced the frustration with the lack of a planned route to a design. A design, that produces words, which are used to describe sections that have nothing to do with the content that is found there. A design that delivers confusing visuals and contradictory wording. And a design, which incorporates a technology that fails the user. I have always attempted to begin a project before the beginning of a design i.e., writing the script before making the movie. In fact, writing a user scenario is rather like writing a scene, researching and studying personas is akin to developing the characters, and the user goals would be the plot.
My role as an IA begins early in the process and follows on throughout by continually assessing and testing the design against the plot. In this way I champion the user during the process and, because of that I contribute to the success of the project.