Options
The Options app was developed for Completions & Delivery Executives (CDEs) at Gulfstream. CDEs needed a way to present add-on items to customers and record their selections. Previously, they relied on spreadsheets for descriptions and PowerPoint decks for imagery - a process that was inconsistent, difficult to navigate, and uninspiring for customers.
I partnered with another designer on this project, leading design research and usability testing to ensure the tool fit seamlessly into the customer sales experience.
Options home screen - an organized entry point for customer meetings.
Discovery & Research
We interviewed CDEs and Interior Designers to understand their process and challenges. We also participated in a simulation of a customer meeting to observe the dynamics firsthand.
One key insight was the importance of high-quality imagery - visuals could communicate item details far more effectively than verbal explanations alone.
Ideation & Initial Design
We sketched multiple navigation concepts before creating wireframes and development-ready mockups. Initially, we modeled navigation after an existing app used by CDEs, but we soon determined it was too simple for the Options workflow.
Items were organized into categories that appeared intuitive at first.
Testing & Iteration
During the first round of usability testing, participants struggled to find items. They often switched back and forth between categories, unsure where certain products belonged.
We conducted an open card sort to better understand how CDEs and customers expected items to be grouped. This revealed that our “Miscellaneous” category was ineffective, and additional categories were needed. We updated the taxonomy accordingly and renamed several groups using participant language.
Dendrogram results from open card sort - informed new categories and naming.
Design Evolution & Final Design
After refining the information architecture, we iterated the details screen to balance imagery, text descriptions, and selection functionality. The final app allowed CDEs to guide customers smoothly through available options.
Details screen of the Options app
Implementation & Outcome
To support content flexibility, we designed a SharePoint-based content management system that allowed the Completions department to add or update items without IT intervention. This ensured the app could scale as Gulfstream expanded offerings.
Form for adding new items in the SharePoint-based content management system.
Workflow of the content management system - supporting scalability and ease of updates.
The final solution replaced a fragmented, manual process with a consistent, engaging tool for CDEs and customers.
Leadership & Influence
I played a key role in designing and running the research program - from interviews to card sorting to usability testing - and in translating insights into design decisions. I also partnered closely with another designer to align our approaches and ensure consistency across both the mobile app and CMS.