Hi

My name is Danny Pham and I am a user experience designer with over ten years of industry experience. Providing solutions for complex web, mobile applications, exceeding business goals and user expectations.

AWS / ThermoFisher / Contact

Amazon Web Services

UX Designer / November 2015 - present

AWS Mobile App - iOS

April 2017 - present

As the sole UX Designer on the project, I work closely with the Sr. PM and development team to create a new vision, redesign and launch the new AWS Mobile App in 2018. I owned the design process from end to end.

My role

  • To establish a better understanding of our customer's paint points and use-cases, and in collaboration with the research team, I conducted interviews and usability testing of the product.
  • Working closely and with the guidance of the Art Director and Lead Visual Designer, I created the first mobile design pattern library that is being shared across AWS.
  • I conducted design sessions and provided design guidelines ranging from user journey map, user flow, high fidelity prototypes, information architecture diagram and style guide.

After launch, traffic to the mobile app on iOS increased 24% YoY.

Download the app

IoT 1-Click

November 2017 - March 2018

I collaborated with the Lead UX Designer on the product and took the lead in designing the mobile application for ReInvent 2017. After IoT 1-Click launched the mobile app, I assisted the Lead UX Designer on designing the console experience.

My role

  • Working closely with the Sr. PM, Sr. SDM, and development team, I conducted multiple design sessions to create the vision for the mobile experience.
  • I created wireframes, user-flow, high fidelity prototypes, information architecture diagram, and redlines.
  • I conducted internal usability testing and improved the design based on customer's feedback.
  • Working closely with the researcher and Lead UX Designer, I provided multiple design iterations during usability testing for the console experience.
Download the app

Mobile Hub

January 2016 - April 2017

I joined Mobile Hub as their sole designer back in January 2016. I was working closely with the Sr. PM and Sr. TMP to redesign and improve the overall experience on Mobile Hub. We launched some critical features during 2016 on Mobile Hub to help drive the adoption rate by 12%.

My role

  • I work closely with the research team to conduct usability testing to establish a baseline understanding of our customer and to improve the experience of the service.
  • I led design sessions, gathered design requirements, provided high-fidelity prototypes, wireframes, and user flow.
  • ReInvent of 2016, we launched User Sign-in, Conversation Bot, Cloud Logic, and improved the overall experience to help adoption for the service.

    • DeviceFarm

    August 2016 - April 2017

    One of the goals for 2016 reInvent was to redesign DeviceFarm and improve the overall experience. My task while working closely with the Sr. PM on the product was to redesign the entire console from the ground up and to improve the overall experience based on customer's feedback. Within a month working closely with one front-end developer, we managed to achieve this goal for ReInvent 2016.

    My role

    • I conducted design sessions, gathered design requirements, provided high-fidelity prototypes, wireframes, and user flow.
    • I created a style guide that was used by the development team to speed up design integration.
    • Conducted usability testing on the new design and improved the overall design based on customer's feedback.

    ThermoFisher

    Mobile

    As part of the user experience team, I was tasked to create the first mobile style guide at Life Technologies. Working with the brand team, I designed and developed both the mobile style guide site and assets for ease of use and download. I have trained our regional partners and vendors to ensure that we all have the same design voice across all mobile applications.

    After the acquisition of Life Technologies, the mobile style guide that I created was widely accepted and used as the base model for the other brands in the company. To this date, the mobile style is being used by the vendors as well as our regional partners to create their applications.

    Product Display Page (PDP)

    The goal of this project was to enhance and improve the overall experience of the product display page. Based on customer feedback and interviews, we improved the overall experience by exposing the different sizes for the products, logically grouped important information, and enhanced the overall look and feel of the page. As the UX lead on the project, I provided multiple design comps, worked closely with the developers to ensure what I have envisioned was implemented correctly, and provided guidance for a mobile-optimized PDP page.

    The business has projected an increase between .25% to .50% in conversion, but after the launch, we had a 2.5% increase in conversion based on the 606 products that were tested. These products were the highest traffic and most purchased on the site.

    China GTM / Regions / Cart and checkout

    During the acquisition between Life Technologies and Thermo Fisher Scientific we had to migrate Thermo Fisher Scientific products onto Life Technologies’s platform and enable online ordering for China. This gave us a chance to streamline our legacy checkout process, minimize cart and checkout abandonment, reduce clutter, and optimize the new mobile experience. Through user testing, data collection, and design iterations, the new simpler design allowed users to complete the assigned tasks with ease. Overall it was a success, and we launched the new cart and checkout for all regions./p>

    While working with the developers and business analyst, I have provided over hundred of wireframes that captured all the business use cases. I have also provided visual designs and style guides to guide the developers during the implementation of the new cart and checkout process.

    KDR (Korea sales application for salesrep)

    In the acquisition of KDR in Korea, a goal and agreement of the purchase were to provide a mobile application for their sales team.

    The goal of the project was to provide a mobile application for the sales representatives to use while they meet with customers. This application will allow the sales representatives to pull up product information and place orders that are available to the customers based on their user authentication ID. The application will need to work regardless if there is an internet connection.

    Before traveling to Korea to meet the sales team, we translated the workflow and wireframes for them. I also provided a fully clickable prototype that worked on a tablet device for user testing. Meeting the sales reps was the key to the success of this project. We gathered the information that was crucial and made necessary changes based on their feedback and how they interacted with the prototype.

    Search Transformation

    The goal of the project was to increase interaction on search results, reduce abandonment, increase traffic to the product display page, and bring relevant information based on the user’s search. We successfully met all the goals that we set out to accomplish. Based on customer feedback and user testing, we removed all the visual noise, improved search results relevance, redesigned the look and feel of the filters, and introduced search type-ahead.

    We have increased the overall performance of search by increasing the clickthrough rate over 30% year over year.

    Rebrand

    As the visual design lead on the rebranding project, I provided multiple concepts for the header and footer. I have also provided updated visual design comps of our applications and other high traffic pages to prove that the new color palette that brand has provided would work with the web. After everything was approved, I created design templates and trained designers in the company and vendors across regions. I have set up an easy way for us to share our design assets, and also, to collaborate across functions.

    Supply Center

    My first UX project at Life Technologies was to create a tablet application that was embedded on an RFID-enabled refrigeration system; it enabled users to easily transact and manage products that are needed at their lab.

    The goals of this project were to:

    • Simplify customer access to products providing fast access to biotechnology consumables needed for time-sensitive experimental procedures
    • Provide web and mobile account management, allowing lab managers and bench scientists the ability to monitor Supply Center purchases and manage budget concerns.
    • Provide distributors with inventory information, allowing them to restock the products quickly.

    As the UX lead on the project, I gathered requirements with the team, provided multiple visual design comps, created over fifty pages of documentation (workflow, wireframes, and style guide), and assisted the vendor on the implementation. I also created and iterated on prototypes based on user feedback during the life of the project. Overall it was a success, and the users didn’t have any issues using the device. Not only did I enhanced the experience for the customers on the Supply Center units, I enhanced the mobile and desktop experience to ensure that the user has a connected experience from all these devices.