User Experience Lead

Establishing Process | Replatforming | Accessibility | Leadership

 

My Role

As the User Experience Lead at Funko, my role was vital in shaping the user experiences of our brands. I focused on user-centered design, brand consistency, managing design teams, driving UX strategy, conducting user research, and delivering exceptional designs for both the web & mobile app. Through our efforts, we create engaging, intuitive, and user-friendly experiences that enhance Funko's digital presence and user satisfaction.

I managed a diverse portfolio of over 10 unique brands, which encompassed international websites, mobile apps, NFTs, and collaborative partnerships with renowned companies such as Amazon, eBay, and GEICO.

 
 

Design Strategy & Direction

To shape the design strategy and direction of Funko and its affiliates, I led and managed a team of 10 designers. This role involved setting clear goals and expectations, providing guidance & mentorship, and supporting a global team. I also fostered a collaborative & creative work environment with Stakeholders, PMs, SVPs, and CEOs to understand business goals, user needs, and innovative ideas.

 
 
 

Funko Unique brands include: Mondo/Funko Games/Hipdod/Fans/Droppp/Pop! Yourself/Loungefly/Fun TV/Eunko South/Funko EMEA and more

 
 

Consistent Brand Experience: To ensures that customers received a consistent brand experience regardless of the channel, I oversaw the design and implementation of the Master Design System based on Atomic Design Principals. Creating this modular and reusable design system, I was able to establish a set of atomic elements for typography, colors, buttons, icons, and other UI components. This consistency helped reinforce the brands and provided a unified experience for customers, whether on our website, mobile app, or any of our other 8 sister channels.

 
 

Users can now jump to multiple stores and checkout within a shared cart

 
 

Seamless Transition to Sister Channels: Through extensive user interviews with customers worldwide, we found that our users highly value the ability to effortlessly switch between our mobile app and .com channels. Our research revealed that users prefer to research products on the app, add items to their cart, and then complete the purchase online. By creating a seamless transition between channels, our website and app offer convenience and flexibility, greatly enhancing the overall user experience.

 
 
 
 
 

Efficient Collaboration: I established a set of Design Playbooks that established a shared language and framework for designers, developers, and stakeholders. With a clear understanding of the design processes, elements, and relationships, I was able to create an efficient cross-functional team that collaborated more effectively.

 
 
 

Replatforming onto Salesforce

 

in 2019 Funko moved onto Shopify, 2022 replatformed onto SFCC

 
 

Key Contributions

During the last 4 years, I have been a part of 2 major platform changes. In both instances, I have been sure to prioritize user experience throughout the process.

How?
I would start by Evaluating the new platform's capabilities in order to deliver an intuitive and seamless user experience across different devices and channels.

 

Mobile app road map for eBay collaboration. SFCC features allowed for in depth user engagement, but the Funko teams bandwidth required a small roadmap to pull off new features

 

I would be sure to consider factors such as page load times, mobile responsiveness, checkout process, and navigation structure to ensure a positive user experience no matter what the situation.

 
 

I would actively seek opportunities to turn a negative experience into a positive one by bringing a smile to someone's face

 
 

Customization and Flexibility within SFCC: The new platform allowed significant levels of customization and flexibility. My role was identifying, determining, and designing how to accommodate these new features. My focus was to ease customization, allow integration with existing systems, and support future growth and changes without negatively impacting the user experience.

 

Routers where enabled to direct users to a more immersive experience. Here is an example of a Funko router that navigates to a A+ PLP where assets can be uploaded and reused with ease

 

Here is an example of a Loungefly router that navigates to a A+ PLP where posters would be reused

 

All routers were associated within a Playbook sent to our site managers, empowering them to create bigger and better UI

 
 

Design Process and Workflow

Design Process and Workflow Optimization: I spearheaded the establishment and enhancement of our design processes & workflows, defining best practices, design principles, and guidelines. I fostered collaboration among designers and cross-functional teams, streamlining efficiency and ensuring a cohesive and effective design workflow.

 

I implemented a streamlined process for intaking business requests, resulting in improved communication, alignment of design efforts with business goals, optimized resource allocation, risk mitigation, and fostered a culture of continuous improvement.

 

Funko struggled with creating a process around design requests. By generating simple flowcharts, we were able to have clear communication, requirement understanding, and stakeholder engagement

By analyzing our intake process and gathering feedback from stakeholders, we continuously improved the efficiency and effectiveness of our workflow. This iterative approach allowed for ongoing enhancements and ensured that our process remained aligned with evolving business needs. It created a friendly and adaptable system that benefited both our team and stakeholders.

 

Wireframes

During my role as the UX Lead, I prioritized content and functionality in wireframes. By removing distracting visual details, I was able to focus on defining core interactions, user flows, and content placement. This approach ensured that the user experience and usability aspects were given priority during the initial design stages.

 
 

Accessibility

As the UX design lead, I helped obtained Funko’s & Loungefly’s letter of conformance for ADA compliance by following these steps.

 

First, I familiarized myself with the ADA standards and guidelines for digital accessibility through W2Cx, specifically focusing on the requirements applicable to UX design.

 
 

I then conducted a thorough accessibility evaluation of our UX designs to identify any barriers or usability issues that needed to be addressed for ADA compliance. Over 300 ADA issues were discovered during the audit and within 6 months, 84% have been fully addressed.

 
 

Based on the evaluation, I made the necessary design changes to address accessibility barriers. This involved implementing accessible interaction patterns, ensuring color contrast, providing text alternatives, and optimizing keyboard accessibility.

 
 

After receiving the letter of conformance, I continued to monitor and maintain accessibility compliance within our UX designs. This involved conducting regular evaluations, promptly addressing any accessibility issues that arose, and staying updated on ADA standards relevant to UX design.

 
 

Leadership

I have successfully shouldered the key responsibilities of overseeing a team of 10 designers for Funko, including our mobile app. In this role, my primary focus was on ensuring a seamless user experience.

 
 
 

Leadership & Team Management

I provided guidance, mentorship, and direction to my team of designers, allocating tasks, managing timelines, and fostering a collaborative and productive work environment.

 
 

Strategy & Planning

I developed and executed the overall UX strategy for the mobile app, working closely with stakeholders and utilizing user research to define project goals and objectives. I also created and maintained design systems and style guides to ensure consistency across the app.

 

User Research and Testing

I conducted extensive user research, including user interviews and usability testing, to gain insights into user behavior and preferences. The findings allowed me to incorporate user feedback into the design process and iterate on designs.

 


Interaction Design

I oversaw the creation of wireframes, user flows, and interaction models to effectively communicate the app's functionality and user journeys. It was important for me to ensure that the design solutions met both user needs and business goals, while adhering to industry best practices and usability principles.

 

Quality Assurance

I conducted design reviews, provided constructive feedback to designers, and ensured the app's UI and UX met the highest standards before launch, thereby ensuring the quality of the final product.