https://www.kelleyduffy.com/contact daily 0.75 2021-04-24 https://www.kelleyduffy.com/view-resume daily 0.75 2026-03-14 https://www.kelleyduffy.com/aboutme daily 0.75 2025-09-02 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/6a081a16-96c4-41df-bfed-bb96864a35b3/IMG_8657.png About Me - Hello! I have been a User Experience designer for 7 years, but that is not where I expected life to take me. It took me 12 years to realize this was my passion. I have worn many hats throughout the years. I started my professional life in the health care industry (BS from Michigan State in Health Studies and BS in Psychology). I pivoted industries into Business IT at Oakland University with a BS in Management Information Systems. While I didn’t realize what UX was until recently, it was what I've always wanted to do: Helping improve the experiences people have with various technologies. My background in both business and psychology have helped me immensely. I joined Ford Motor Company in 2016 because of the culture, passion for innovation, and the way they take care of the employees and customers. Ford provides the opportunities of a mega-company, but still feels like a close-knit family. Outside of work, I love boating, traveling, and biking/running on my Peloton! I have an obsession with musical theater. I'm the biggest "Friends" fan you'll find and my guilty pleasure is date night watching The Bachelor/Bachelorette with my husband. I graduated with my Master’s in User Experience Design from Kent State University in May 2021. I’m a Michigan native; a wife; and a proud mom of 3 beautiful children. Thanks for stopping by! https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619202339392-O6PYWV28BW0QAFYKTSOF/LUMEN-Model-1080x675.jpg About Me - LUMEN Model All projects I tackle, adhere to this model. This process is very similar to the traditional design thinking methodology. When presented with a project: I first focus on gathering data and information about the users, clients, organizational culture, common tasks, and work environments. Next I seek to understand the context in which the project will be undertaken in order to frame the problem and provide the most meaningful experience for the specific target audience. I combine this informatiton with the specific buusiness requirements to create a design solution. I tend to first start with wireframes/low fidelity ue designs to ensure that my understanding of the requirements are accurate and the design will accomplish to goals of the user. Preliminary testing is done at this stage if time and resources permit. Frequent evaluation of the designs as I move to higher fidelity mock-ups is crucial. The most important part of this model is consistent communication with the product owner/manager. https://www.kelleyduffy.com/home/kelleyduffy-uxportfolio daily 1.0 2026-03-14 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619230939170-Z7LFWWWU86FNGGDYPH40/jessica-lewis-fJXv46LT7Xk-unsplash.jpg Kelley Duffy | UX Portfolio https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619294902908-0HZXXZLUM9ET0WFRDUUH/unsplash-image-qvzjG2pF4bE.jpg Kelley Duffy | UX Portfolio https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619296613909-GVX2X8K9GBQ1TPOSY01G/unsplash-image-8T5UAV6KkZA.jpg Kelley Duffy | UX Portfolio https://www.kelleyduffy.com/vehicle-software-updates/multivariate-testing daily 0.75 2021-04-25 https://www.kelleyduffy.com/vehicle-software-updates/introducing-design daily 0.75 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/7a202caf-6fa6-4206-86ab-609fa0f6a232/whiteboard.png Introducing Design https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/d64431d9-e1ba-4ee0-801f-3bbd41b1783a/vadr+2.0+pic.png Introducing Design https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/4137d028-8503-41b4-8207-cdcdd314b0d8/Mega+Menu+version+2.png Introducing Design https://www.kelleyduffy.com/vehicle-software-updates/heuristic-evaluation daily 0.75 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/2c3db87f-d2e1-4fb6-8cd2-aabd281b10b3/HeuristicEvelations.jpg Heuristic Evaluation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/c5679e16-6bae-4640-83b8-1309a71440b5/MVPHeuristicEvelations.jpg Heuristic Evaluation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1447f823-d5b7-44f3-aaf6-5501714384ff/Screen+Shot+2021-04-25+at+5.07.44+PM.png Heuristic Evaluation https://www.kelleyduffy.com/vehicle-software-updates/colorblind-test daily 0.75 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/22c032eb-4c6e-4d0c-a603-bc403ced178f/Screen+Shot+2021-04-25+at+6.39.06+PM.png Colorblind Test Red Alert https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/845814e6-17ec-4418-a10d-cce3fef16415/Screen+Shot+2021-04-25+at+6.24.51+PM.png Colorblind Test https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/282314d8-d730-4866-b599-b116a7a56c82/Screen+Shot+2021-04-25+at+6.40.21+PM.png Colorblind Test Red Alert with Colorblinding https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/f6e69b4f-cecc-4b0e-b749-c1e905124408/Screen+Shot+2021-04-25+at+6.25.04+PM.png Colorblind Test https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/ba5052bd-de5b-4a33-aa15-807f20a7eb59/flare+affinity+map.png Colorblind Test Affinity Map https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/b014f27f-dec5-47a6-b6fe-882527ae6d1b/Screen+Shot+2021-04-25+at+6.25.16+PM.png Colorblind Test https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/d4d30db3-58f0-45b2-ab3c-a88008fffd01/Screen+Shot+2021-04-25+at+6.45.00+PM.png Colorblind Test Red User Action Icons https://www.kelleyduffy.com/vehicle-software-updates/remote-collaboration daily 0.75 2021-04-26 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/8e493fc1-b72a-4710-8a1d-b2e4a1cd318c/Screen+Shot+2021-04-25+at+7.12.19+PM.png Remote Collaboration https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/5464a9c0-2f79-4bc8-8e0f-25a84b36a478/Slack_logo_new.png Remote Collaboration https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/8089af83-c3b7-4f25-817d-ec2f7582ed58/4afc10256fd86fff074fc2b7881c9124.png Remote Collaboration https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/4b5e025d-2d3a-4354-92fd-d336e630f550/invision-logo-vector-1.png Remote Collaboration https://www.kelleyduffy.com/portfolio daily 0.75 2026-03-06 https://www.kelleyduffy.com/portfolio/b2b-components-distribution monthly 0.5 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/af0ac3d3-4226-4e90-980d-b3d3e5ec775b/KelleyDuffy_ResponsiveInterface_Step1_Page_3.jpg Portfolio - B2B Components Distribution Desktop View https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/a9de2afc-1efc-4028-bb4d-fa7b6fc8f60f/KelleyDuffy_ResponsiveInterface_Step1_Page_4.jpg Portfolio - B2B Components Distribution Tablet View https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/92097491-880a-4f56-8321-2dd44a96080f/KelleyDuffy_ResponsiveInterface_Step1_Page_5.jpg Portfolio - B2B Components Distribution Mobile View https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/87bdc334-b51d-4a94-9b30-a35d44cfc6be/KelleyDuffy_ResponsiveInterface_Step1_Page_6.jpg Portfolio - B2B Components Distribution Mobile View - Menu https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619326636022-6KEI5ONOR4F72464KT8K/header.png Portfolio - B2B Components Distribution https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619325743961-N4VMAEF23HQZUGN2823C/content.png Portfolio - B2B Components Distribution https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619326556885-G1ZGXASJ18J7MGWI7WBH/footer.png Portfolio - B2B Components Distribution https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619320126254-0426L7ZEYEO3PMZG262B/final+wireframes.png Portfolio - B2B Components Distribution https://www.kelleyduffy.com/portfolio/reminderx monthly 0.5 2021-04-24 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/56ffa4fa-7d61-418d-b2cf-861353d7dc3b/1.png Portfolio - ReminderX Onboarding/Getting Started https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/6e3e275f-608d-402e-a113-0b5063cddc74/2.png Portfolio - ReminderX Dashboard https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/72eb7623-4244-4055-acf4-0631f2900f3f/4.png Portfolio - ReminderX Add Reminder https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/72472f88-50fe-437a-8a37-efaf80611abf/3.png Portfolio - ReminderX Create To-Do List https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/a9fdf2ca-2c1a-47fd-a8ad-6f9d1696b1bc/5.png Portfolio - ReminderX Create Event (Calendar) https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/6713cb65-1a00-4f54-bc0e-4cddc2213e33/Picture1.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/ba6e0c34-821f-4ed0-bf58-dd6239b69071/Picture2.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/2b75195e-e47e-476b-b628-eb44231dd898/1.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/24ad4b30-0383-4e38-be2c-4b46ce4949dd/2.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/343cf8df-2ccb-4493-aa44-04fce154c56f/3.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/83bfd44d-2017-47c1-97a1-52f967dd957a/4.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/d390f033-d9da-48df-91fa-f54a38364628/5.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/2b418575-8d64-45d8-a171-ac6c716217ca/6.png Portfolio - ReminderX https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619232327919-2LFFOYC89CGDLSKQ1385/Screen+Shot+2021-04-23+at+10.44.56+PM.png Portfolio - ReminderX https://www.kelleyduffy.com/portfolio/taylor-community-library monthly 0.5 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/f542b7e5-1459-4603-842f-d5911edc9358/high+priority+tasks.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/fb58d077-3894-4e93-9073-e0735bcb7e85/LacyPersona_resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/4e30d995-0401-4300-93a0-44813bd42089/GretchenPersona_Resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/3bec6295-b3ef-423c-97b2-eb5ed8666901/high+priority+tasks+2.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/ec96e0e5-2d6b-4639-840b-775d9fa3c780/ToriPersona_resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/2439f43a-112d-4636-a42c-7a85586fbf7b/KevinPersona_Resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/dabb6812-7a27-40a4-ad94-d1d4a6aa44b5/medium+tasks.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/d70a044f-27ae-4d34-8314-0afee4e58304/RowanPersona_Resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/0a6b3b55-45bb-46bc-b725-697dfdbb4547/MindyPersona_Resized.jpg Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619360099149-46T3844BSJIH9Z4FC9DR/task%2Bpriority.jpg Portfolio - Taylor Community Library - Key themes around library patrons and goals were identified through cutsomer interviews and literary reviews: Patrons still want physical copies despite using e-readers. Streaming content is a very commonly used feature. Databases cause a lot of confusion for patrons. Library labeling and terminology is often confusing to patrons. Events are very popular for all ages. Site must accommodate a wide range of tasks. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619362880017-Q2XL7OCAAOYE7KHYSDKQ/Screen+Shot+2021-04-25+at+11.00.51+AM.png Portfolio - Taylor Community Library https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619362937643-L9HEO2MNUM80XHUM2X84/Screen+Shot+2021-04-25+at+11.01.49+AM.png Portfolio - Taylor Community Library https://www.kelleyduffy.com/portfolio/meals-on-wheels monthly 0.5 2021-04-24 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/fb1c2f30-8b33-4179-a35e-543446d20bb0/Screen+Shot+2021-04-24+at+8.29.40+PM.png Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/4d70054a-1366-47a6-9b71-bbb1d8d1d6c4/KelleyDuffy_InteractiveForm_Step1_ExplanationsAnnotations_Page_2.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/949b99a4-3b05-45d9-b808-d95ff092483e/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_2.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/4642debc-b0b7-49ea-9f6c-228ffe2fff0d/KelleyDuffy_InteractiveForm_Step1_ExplanationsAnnotations_Page_3.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/aa0dcaeb-d2b0-45a2-ac78-af00308f53a0/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_3.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/5d59bec5-27a9-427f-aa4b-3742a60f3a85/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_4.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/f0f71e7b-840e-49c9-a3b6-38c652625bed/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_5.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/6a1b1140-a9bd-479e-956f-875865a9ea8f/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_6.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/d53a5cfe-c6ea-4499-b5fe-937bdbd41598/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_7.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/460b6d25-5c17-409c-900c-2a2cc4c20e91/KelleyDuffy_InteractiveFormDesign-Resubmit_Page_8.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1b5dd261-1224-40b1-b0e2-a97dbe81bf1f/KelleyDuffy_InteractiveForm_Step1_ExplanationsAnnotations_Page_4.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/3b94171f-3d3d-4eb0-9475-c4a199829bfe/KelleyDuffy_InteractiveForm_Step1_ExplanationsAnnotations_Page_5.jpg Portfolio - Meals on Wheels https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/0e3d573a-3356-4cce-8d08-8d4c52ecd7ac/KelleyDuffy_InteractiveForm_Step1_ExplanationsAnnotations_Page_6.jpg Portfolio - Meals on Wheels https://www.kelleyduffy.com/portfolio/hyatt-hotels-corporation monthly 0.5 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/3563fff8-850a-483a-b5bc-06b62d25b49b/Hyatt+Hotels+Corporation+User+Research+Report+%282%29.jpg Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/ab9f3634-dcb8-4604-b062-a7a97715ce85/Screen+Shot+2021-04-25+at+1.27.13+PM.png Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/42232d48-06af-4bbc-b715-850be90c23e3/Hyatt+Hotels+Corporation+User+Research+Report+%283%29.jpg Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/79f692c0-1939-461e-8b74-0b404402b633/Screen+Shot+2021-04-25+at+1.18.26+PM.png Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/15bc34d2-791b-4bf5-9f0e-c39861f54185/Hyatt+Hotels+Corporation+User+Research+Report.jpg Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/12fb982e-a14a-475b-82a2-c5cdd3e596b3/Screen+Shot+2021-04-25+at+1.04.54+PM.png Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/13f971f0-399f-4285-b542-e8bda219ecaf/Hyatt+Hotels+Corporation+User+Research+Report+%281%29.jpg Portfolio - Hyatt Hotels Corporation https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/9bbba4fa-3117-40e8-8dd1-ac58f368dc09/Screen+Shot+2021-04-25+at+1.23.01+PM.png Portfolio - Hyatt Hotels Corporation https://www.kelleyduffy.com/portfolio/vehicle-software-updates monthly 0.5 2026-03-06 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619376825312-H2OYURL8VXQT3Z3T5RYJ/OTA+Future+State.jpg Portfolio - Vehicle Software Updates - Introducing Design Success story of bringing human centered design to Ford-Connected Vehicle. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619377075805-XSV415KRD6E26MARRWXK/heuristic.png Portfolio - Vehicle Software Updates - Heuristic Evaluation “VADR” application is evaluated based on design principles. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619380767914-MUUYRB685RHX6ILYL2Y2/Create+Domain+Instance+-+User+Story.jpg Portfolio - Vehicle Software Updates - Multivariate Testing How can we improve the process for Engineers to complete the flow of creating a product structure within the system? https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619381076153-Q5OVY4F6KU3VTWW2ZFO8/Screen+Shot+2021-04-25+at+4.04.17+PM.png Portfolio - Vehicle Software Updates - Colorblind Test How can we build applications while protecting persons with vision impairments? https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619381620874-0KBSNNJCKDTC5IZBTUP4/Screen+Shot+2021-04-25+at+4.10.39+PM.png Portfolio - Vehicle Software Updates - Remote Collaboration COVID-19 has turned our world upsidedown. How have I adjusted to working remotely while and still collaborate with my team and customers? https://www.kelleyduffy.com/portfolio/local-brew monthly 0.5 2021-04-24 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619288650741-QK9E1Q0C8QQF0WLG0TIL/Screen+Shot+2021-04-24+at+2.19.29+PM.png Portfolio - Local Brew - Scope: This project took 7 weeks to complete. The table to the right provides the projeect schedule. User research was been removed from scope as it was considered to have been done prior to the strategy phase. Deliverables: Screen Flow Screen wireframe Finalized Wireframe (post design review) Prototype Step 1 (Navigational functionality) Prototype Step 2 (post design review) Final Prototype Submission (post design review) Weekly status updates (Sunday each week) in the form of an email. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619294074647-Q5W3RRWJ83FUY0OS45F1/Ig2Zbtui9dxas2Df.png Portfolio - Local Brew - Results: Through many peer design reviews, the project went through various iterations resulting in changes made addressing user needs vs. business needs and typogrpahy concerns. 7 iterations, 50 screens, and 1000 cups of coffee later. Lessons Learned: Before this class, I had only created 1 clickable prototype — and it was literally during the first week of class at my day job in a different software than what I used for this project. Therefore, diving head first into a 7-week process of researching, designing, and prototyping a brand new application appeared "a tad" overwhelming. That being said, I feel like I learned a lot about analyzing content structure and how interactions and play into that. Forcing myself to set strict project scope for this project was a challenge. As I was designing the interactions, I kept thinking of things I could expand upon. With the limited amount of time I had and without doing the proper user research, I drew a line in the sand and I would tackle interactions driven by a user's needs in a future iteration (if the project were to be extended or a real life scenario). Peer feedback was my biggest asset. As I am used to working in a team, I relied on my classmates to look at the application through a different lens and provide feedback accordingly. My husband and I are both beer enthusiasts and would be a key user of this application, so I designed the app knowing what we do not like about other similar applications. I expanded my knowledge of design software and learned Figma for this project. I exported designs from Sketch into the program and found that the Apple iOS library did not export well. I had to change some of the icons at the last minute. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619293495018-MH2LGJ425LEKOOKQFULV/untappd.png Portfolio - Local Brew - Untappd This is the main competitor in this space and has the most followers. I really like the number of options it gives you to search and use to build your profile. That being said, it’s a tad overwhelming when you get to the main page after setting up an account. Prior to the main page it does give you a “highlight” onboarding that included icons that you would see throughout the app. This app is global and can be used in multiple countries. The create account workflow provided helper text that shifted above the input field when the user clicks to insert information. This is helpful because it reminds them what they are supposed to be entering if they become distracted in the middle of the process. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619293613344-K9OYW6SI5J5LUKFVSW0U/brewery+passport.png Portfolio - Local Brew - Brewery Passport This is the second leading competitor on the market. I liked how I could view locations not only on a map, but in list view as well letting me know how many miles away a location was away from me at that time. There is not a user community feature in this app (personal achievements only). It is rather simple and doesn’t have many “extras.” https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619293495018-MH2LGJ425LEKOOKQFULV/untappd.png Portfolio - Local Brew - Barley With the fewest amount of followers, I liked how this application categorized its beer. They had a section for “palate” that you could search based on specific types of flavors, and the inventory/menu section had a nice amount of information on the tile. If someone wanted more information they could click on the selection to get a full description of the beer. There is not a user community feature in this app. It is rather simple and doesn’t have many “extras.” It’s mostly about learning the beer and not where to find it. https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619292673287-IE566E4JWW7SPPM7FI35/KelleyDuffy_Sitemap_Page_2.jpg Portfolio - Local Brew https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619293140910-L114Q6F3OICJY4IKB5G5/Screen+Shot+2021-04-24+at+3.38.35+PM.png Portfolio - Local Brew https://www.kelleyduffy.com/portfolio/dsw monthly 0.5 2021-04-25 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619365268155-00GNJVKBCO6SYKEI7Z6R/Screen+Shot+2021-04-25+at+11.37.00+AM.png Portfolio - DSW - Wins Participants were able to utilize the filters both on the top navigation as well as the side filter bar to help them make a selection. “The site was easy to navigate and I liked the number of filters.” ~Participant 1 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619365430381-W1O8RA3PFZIBSP4CJWRL/Screen+Shot+2021-04-25+at+11.39.33+AM.png Portfolio - DSW - Areas of Improvement Most participants assumed you could only check the status of an order when signed into an account. Clearance ranges were not obvious to users. T2 - “WOW is that really where that's at? There has got to be a better way” ~Participant 5 T3 - “I was expecting the % off on the side with the other filters.” ~Participant 4 https://images.squarespace-cdn.com/content/v1/606cddeb29104e3bf1b5f737/1619365967427-2K9DFKLP32FRCU26HCIW/Screen+Shot+2021-04-25+at+11.49.47+AM.png Portfolio - DSW https://www.kelleyduffy.com/graduate-work daily 0.75 2026-03-06 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/12b78168-2315-4f98-a8bd-b10249afd78e/imgg-demo-pjdSe5Ti.png https://www.kelleyduffy.com/graduate-work/project-four-l3zw3-dk9py-xcmem-llk7k-cnfna-byzh8 monthly 0.5 2025-09-02 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711319-L2FCW5K2C3L6L4MY8XXA/imgg-demo-ENjOSIkh.png https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711323-SYUW67EX4YEMSM5NTXCM/imgg-demo-EzhmSujY.png https://www.kelleyduffy.com/graduate-work/project-three-sng7y-jkgxx-kmlk5-rslaw-j2h5a-n797b monthly 0.5 2025-09-02 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711533-NZAOJZPOZ97V6E3OG86D/imgg-demo-EzhmSujY.png Graduate Work - The Brightline Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711557-G8W1459EXJ3R0QS2UBZU/imgg-demo-N1g6iaei.png Graduate Work - The Brightline Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711540-63M6JMAPLQHXC37UTPPQ/imgg-demo-ENjOSIkh.png Graduate Work - The Brightline Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711525-GWJAQCURIR873O25LNYJ/imgg-demo-JBF3SmQJ.png Graduate Work - The Brightline Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711563-UEEGSRMS954NIS9FFNJK/imgg-demo-8xM9d6Tc.png Graduate Work - The Brightline Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711548-S59FIKU43EWX25872BQF/imgg-demo-7J1jaCXI.png Graduate Work - The Brightline Project https://www.kelleyduffy.com/graduate-work/project-two-ky966-n329z-nnx53-feazs-ajmse-lhzhn monthly 0.5 2025-09-02 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711616-YMQC4OKWYB4ARXM8P2DI/imgg-demo-iGikAGoV.png Graduate Work - The Echo Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711631-9TC9KR0J8L00TU517509/imgg-demo-N1g6iaei.png Graduate Work - The Echo Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711601-KGRZWUW2EKWZQGJ15Q8G/imgg-demo-JBF3SmQJ.png Graduate Work - The Echo Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711638-SUW2SWRYEK3MLTSQ14SB/imgg-demo-8xM9d6Tc.png Graduate Work - The Echo Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711623-6O50KLP46MHOZVAI6WA6/imgg-demo-7J1jaCXI.png Graduate Work - The Echo Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711608-BK2PBCPVFIVGP80K3Y0T/imgg-demo-a3mKUH6c.png Graduate Work - The Echo Project https://www.kelleyduffy.com/graduate-work/project-one-f5w4d-z9nem-s3jda-eyssk-a6prr-tsygt monthly 0.5 2025-09-02 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711372-QQZJMFA2JQOGXXX887UH/imgg-demo-iGikAGoV.png Graduate Work - The Atlas Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711390-5GJIKE5EXOQT973Q4EHQ/imgg-demo-N1g6iaei.png Graduate Work - The Atlas Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711353-EUFAGCAV4N0NU68WPGXY/imgg-demo-JBF3SmQJ.png Graduate Work - The Atlas Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711399-0BYY2AEUTE388WAXB3W1/imgg-demo-8xM9d6Tc.png Graduate Work - The Atlas Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711381-BPHBTW3WRZVTOZL0PYTE/imgg-demo-7J1jaCXI.png Graduate Work - The Atlas Project https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1756825711362-E02M0RMMDSDLH5QNSKIM/imgg-demo-a3mKUH6c.png Graduate Work - The Atlas Project