GCooke
Client: World Travel Holdings Industry: Travel & Hospitality Overview World Travel Holdings partnered with internal UX and Marketing teams to enhance the way customer data was collected, tracked, and analyzed across their suite of luxury travel brands.By integrating Salesforce Marketing Cloud (SFMC) with Google Analytics (GA), I helped establish a seamless data ecosystem that connected...
Client: World Travel Holdings Industry: Travel & Hospitality Overview At World Travel Holdings, I led the design and implementation of new Salesforce Marketing Cloud (SFMC) capabilities to optimize email marketing performance across multiple brands. By introducing structured A/B testing, data-driven reporting, and UX-informed content strategies, the team gained the ability to continuously test, learn, and...
Executive Summary Challenges in AI-Enabled Government Services: Designing AI systems for government case management involves high stakes and public trust. Past failures (e.g. welfare or benefits algorithms that harmed citizens) show the risks of moving too fast without safeguards. A human-centered approach is critical to avoid alienating users and exacerbating mistrust. This white paper outlines...
This playbook outlines a practical, human-centered approach for Salesforce teams working on case management and similar workflows. It follows Salesforce’s design playbook style – structured, actionable, and approachable – guiding teams through the full HCD (Human-Centered Design) lifecycle. The guidance is organized into phases (Discover, Define, Design, Deliver, Evolve), with modular Plays in each phase....
Creating delightful experiences is a key challenge in product design. We can make products useful and usable, but delight requires understanding what truly evokes positive emotions in our users. Loretta Graziano Breuning’s framework on “happy chemicals”—dopamine, serotonin, oxytocin, and endorphins—offers a valuable tool for this. By understanding when and why these chemicals are released, we...
Creating immersive gameplay experiences that draw players into a “flow state” can significantly impact enjoyment, engagement, and retention. In game design, Flow refers to the optimal state of immersion where players feel a sense of control and lose track of time. Rooted in positive psychology, this concept was popularized by Mihaly Csikszentmihalyi, who identified eight...
Creating a UX strategy is about establishing a clear path and setting measurable goals to enhance user experience, align design with business objectives, and ultimately drive impactful results. But does having a UX strategy guarantee success? Not necessarily. It’s more of a guiding framework than a promise of increased profits and accolades. However, a well-constructed...
Why Stakeholder Interviews are Essential for a Strong UX Process Throughout my career as a UX consultant, I’ve worked with a variety of companies, each with its own unique processes and challenges. But across all these experiences, one common issue stands out—the rush to conduct user interviews as soon as a new feature request comes...
Gamification is more than just a buzzword in business; it’s a growing trend where companies use game-like mechanics to drive engagement, encourage productivity, and improve employee satisfaction. With the rise of mobile devices, gamification has the potential to seamlessly integrate into our daily workflows. But can it truly revolutionize employee productivity, especially in free-to-play (F2P)...
Creating a mood board is essential for setting the tone and direction of any design project. For UX and product design, it becomes a collaborative guide that aligns both the designer and stakeholders on a shared vision while staying focused on user needs and problem-solving. Here’s a step-by-step guide to building an effective mood board...