Amelia Bellows

Pictures, postings, videos, links to elsewhere

Profile

User Experience Design Leader at Citrix Online
Design | San Francisco Bay Area, US

Summary

Experienced leader gifted in bringing online marketing vision to fruition by empowering creative teams to deliver great results through user-centered design.

• Accomplished career dedicated to increasing ROI, elevating staff performance, and driving revenue growth for Fortune 500 brands including Cisco, Intel, Avaya, Verizon Wireless, Microsoft, Canon, IBM, Telcordia, Bellcore.

• Blended talent in online/web design, interactive, usability, user experience design as well as brand communications and media content design.

• Managed Interaction Design, User Research, Customer Insights, and Information Architecture for large-scale sites.

• Experienced mobilizing, developing and empowering creative teams through inspiring guidance, mentoring, and inclusive communications.

• Effective at building relationships across functional groups to facilitate conversations, drive decisions and move projects forward.
Specialties: Web Design and Online Content • Mobile and Web Applications • Brand Identity and Management • Strategic Planning and Execution • Project Management and Agile Methodologies • Team Motivation and Building • Internet Marketing and E-Commerce • Usability Research and Analysis • Presentation and Communication • Conceptual Model Development • Multi-channel Customer Experience

Experience

  • Jul 2011 - Present
    Design Manager, Access/Cloud, Global Ecommerce Marketing / Citrix Online
  • Nov 2010 - Present
    Design Lead, Online Strategy and Experience / Collaboration Software Group / / Cisco
  • Jan 2008 - Present
    Sr. Manager, Web Experience Design, Collaboration Software/WebEx / Cisco Systems, Inc.
    Direct and manage internal team and vendors responsible for interaction design, usability research, information architecture, visual design and multimedia, to attract, engage, service, and retain customers across global web sites. 

Key accomplishments: • Directed discovery through design phase of site to support new freemium engagement model, including guerilla through lab research studies, US and European personas. • Member of the 2009/2010 Cisco Master Brand Web design team. • Achieved significant improvement in web KPI’s: abandonment, purchase completion. • Guided experience strategy team on single sign on initiative for WebEx. • Improved working methodology (and more face time) between design, publishing and development for greater efficiency and more delightful, lightweight implementations. • Initiated best-practice collaborative usability research program for site optimization resulting in adoption of similar approach across other internal groups. • Structured reporting of research and metrics for web experience insights, resulting in site redesign and ongoing upgrades. • Guided internal team through WebEx visual brand migration during year post-acquisition by Cisco. Created a replicable model for future acquisitions. Focused on meaningful experience for visitors and customers throughout transition period. • Initiated and designed significant upgrades to e-commerce experience. • Led cross-device mobile and web user experience during launch of WebEx iPhone application. • Directed teams on visionary prototype, resulting in major new product initiative.
  • May 2006 - Present
    Design Manager / WebEx
    Built and directed team of internal designers, vendors on web presence, marketing programs, brand. • Directed redesign of web properties. • Developed PRD and FRD for digital asset management system. • During acquisition by Cisco, facilitated understanding of WebEx as end-user, web-based application. • Developed standards and process to enable consistent, high-quality localized marketing.
  • Jan 1992 - Present
    Design Director/ Consultant / Amelia Bellows Design
    B2B: Adobe, Intel, Cisco, Canon, IBM, Avaya, Verizon Wireless, Bellcore, Telcordia, Lucent
 B2C: Regional healthcare, insurance, home products, nonprofits, education, publishing KEY ACCOMPLISHMENTS • High performing online campaigns for Adobe, Intel, Avaya, Canon. • Website design of business partner, sales team portal and small business segment for avaya.com; regional sales intranet for IBM. • Multi-channel event design, executive events for Telcordia, Bellcore, Avaya, NACR. • Websites, outreach for regional hospital systems of Stamford, CT and Rochester, NY • Interactive sales tools to explain complex technology products for Intel, Avaya, Microsoft. • Creative, educational disaster recovery sites for Verizon Wireless.
  • 1988 - Present
    Design Director / The Asbury Park Press
    • New Jersey's second largest newspaper, award-winning news presentation. • Senior member of editorial team that grew circulation to #2 in state. • Directed design of 5 zoned editions of daily paper, 3 zones on Sunday, 9 weekly community magazines optimized for subscription and newstand sales. • Managed a staff of 28 designers, artists, photographers and programmers. Redesigned the Sunday and daily papers. • 1991 to 1995: design consultant on acquisitions.

Education

  • 2010 - 2010
    Stanford Continuing Studies
    Cloud Computing: Selling and Marketing SaaS Solutions to the Enterprise
  • University of North Carolina at Chapel Hill
    B.A. in Urban Planning and Design; Mathematics

Additional Information

Posts

February 15, 11:48 PM

I found this so inspiring. Khoi Vinh shared a story on his blog today, about someone who had been creating many, many collages with his new social creativity app, Mixel for iPad. Then Khoi discovered that the artist had limited mobility due to MS, and had written about how Mixel had enabled him to create much more easily because he only needed two fingers to use the app. Check it out… beautiful.


February 03, 06:30 PM


Orange is decaf?, originally uploaded by Amelia Bellows.

When you’re reaching for your morning coffee, no glasses yet, and in a hurry, which one are you going to choose? Not orange!

The designers didn’t think about the consistency/standards heuristic…

Made for a slow start to the day for me recently. Might have been a good thing in some ways.


January 22, 07:39 PM

Five of us from our design team went to the Bill Moggridge lecture at the California College of the Arts San Francisco campus last night. A great opportunity: the lecture was the inaugural event to kick off the new program in Interaction Design that will be offered at CCA beginning next year. Moggridge was a founder of IDEO and one of the original champions of user-centered design and interaction design as a discipline,  and now directs the Cooper Hewitt national design museum in New York.

The talk was fascinating, interspersed with video clips from his interviews with creative and technology leaders such as Mark Zuckerberg and Chad Hurley, as well as his own wonderful insights on design process and the future of interaction design. Many of the clips came from his most recent book, Designing Media. (BTW, you can download the ENTIRE book for free here. Pdfs and videos. That is pretty amazing! ) Most intriguing for me was his clip of Ira Glass (of This American Life) talking about story and narrative, and how, as designers we can use narrative in all three stages of prototyping ideas: for inspiring, evolving and validating design.

We also heard from Kristian Simsarian, chair of the new Interaction Design program, on how he and the rest of his team are structuring it. There aren’t many programs like this in the country. The challenge of creating a new program like this, an innovation in and of itself, was what drew him to the opportunity. Looking forward to seeing how it evolves and the types of designers who will emerge from it.

Also hope CCA offers more lectures like this for the rest of us! Kevin Kelly is speaking next week. I think they’ll need to get a bigger lecture hall eventually though… last night was packed.

 

Vicki Taniguchi, Cleo McMichael and Nick Nelson at CCA

And, a breath of fresh air: the big open spaces of the main CCA campus buildings are wonderful. Large walls with creative work in progress, pieces of new ideas waiting to happen. Reminded me that sometimes I feel like a fish out of water in cubicle land. Would the work we do be different, and produce different results, in an environment like that? I think so.

 

Adding up the evening: it was valuable as much from the context as the content. Going to the talk together, sharing the experience, discussing insights is so valuable. We need to get out more as a team! Good creative work, engagement with new ideas, solving problems, connecting as a group… all those don’t come from just showing up to the office everyday. It seems obvious, but we (I) forget that so easily. It’s on my list to look for other opportunities to get us out of the cube.


December 05, 07:34 PM

Like many who blog occasionally, I have lots of half-baked posts that somehow never get completed. This post has been sitting in draft for months. Even though the original team I was writing about was reorganized, I wanted to wrap and publish it anyway. I learned so much about — and from — everyone involved in the project. So it’s very much rear view mirror now, but I hope to have the opportunity to leverage something similar in future.

Way back then… (a few months ago … I wrote it up with this lead: Our web services and strategy team rocks!

How do I know we rock?

We just put a presentation together — together —  explain ourselves to our leadership: Who we are, how each of our individual roles relate to process and outcomes, and what we achieved over the last year. It went really well, as result of focused work by everyone: pulling together and analyzing metrics, high level reports on projects and accomplishments, and a simplified view to hit on key points across a large number of initiatives and projects. We included video clips from those we work with cross-functionally as well as stakeholders, on their experience working with us. The videos, as well as personal stories everyone told, helped to keep the session lively — important since it ran a full three hours with Q and A.

The key takeaway, for me, and I think for others on the team, was not how we came across in our presentation to the audience. It was the new perspective and confidence we gained about our functioning as a team. We learned about each person in new ways: both personal and professional.

Day-to-day, we’re all involved in a multitude of projects and initiatives. Taking the time for this joint effort, where everyone’s input was needed, gave us an increased awareness of the scope of our work and how working together could enable us to accomplish even more. In essence, we built our “self-awareness” as a group, critical for enabling high functioning team work.


August 15, 07:13 PM

Two cats, Amsterdam shop window

We were just two cats walking through Amsterdam in March — my 11th floor colleague Paul Rutter and I, in town for a web strategy workshop with our European team.  Paul, ever observant, pointed out a real cat, and a virtually identical paper mache cat, sitting in a shop window together on a Sunday afternoon. Too amazing, it was unposed: the shop was closed. I took a couple of quick snaps and posted to Flickr. Back from the trip, I used the photo in several presentations to explain a concept we were working out. (Interesting images can help keep people engaged, and frame things more intuitively than words alone.)

Yesterday, the artist from Amsterdam who made the cat contacted me on Flickr to ask if she could use the photo for a poster about the shop windows she designs and the art she creates!

Pretty amazing that she would come across the photo: Flickr does geotagging, so that makes it much more possible. But it certainly made me think more about how Flickr connects me to others—even those I don’t know elsewhere in the world—through a shared interest in capturing and sharing the visual richness of the world and our experiences.

I sent the cat’s creator the original image for her poster, and she told me a little bit about her process:

I sat upstairs in a little room above the bakery a whole afternoon with lots of paper bags and tape and, of course, Floortje, the (real) cat.

My use of Flickr has intensified, as it has for many, since I started taking pictures on my  iPhone. I can take shots on impulse, and post quickly, no matter where I am. I had begun using Flickr several years ago, and upgraded to Pro pretty quickly to take advantage of more pictures, sets and collections. But it never quite took me as far as the visionary diagram of Flickr as a social tool that Bryce Glass developed a few years ago. Now that I’m using it more, and connecting with others, I can see the social experience he predicted playing out. It’s fascinating, and fun.

As far as a social tool, I far prefer Flickr to Facebook. The privacy settings seem far more clear, there are fewer hidden loopholes. (Another subject, but does anyone really feel they know what happens to all their information with all the ins and outs of Facebook connections and applications now?) And it’s wonderful to see and share pictures with others, not so dissimilar in some ways from myself, and very different in others, around the world.


July 29, 12:28 AM

A boarding pass that talks like a human

I’d seen the cool exploration of redesigning boarding passes by Tyler Thomson a while back. Graphically really interesting.

One of the highly graphic boarding pass redesign explorations

Today I noticed Khoi Vinh’s post about other ideas inspired by the original explorations. I agree with him that the straightforward human voice in the idea from Graphicology is somehow comforting and more meaningful than all the nice typography and graphics in some of the other explorations. Though the sentences may not scan quite as quickly as the graphic designs, the variety of all the large numbers in combo are actually harder to parse visually than the simple sentence statements, and ultimately require more work. They appear to tell me I’m participating in a complex process when I board a plane. I’m sure that’s true, but I’d rather not have to think about it. Air travel is stressful enough!

Brings home too the importance of voice and how critical the words we use are to the success of communicating in an interface on the web too. We’re not machine readers. We like to be talked to considerately, in sentences that are as simple as possible but no simpler.


July 28, 10:36 AM

Our work on the War Hall is getting noticed in all the right places! Martin Hardee wrote us up in the Cisco web experience blog yesterday… I guess showing off work on the wall is a growing practice across Cisco. Come on over and visit us in person! 10am for the daily standup.


July 23, 11:21 AM

Progress on the war hall yesterday: we posted our website templates and styles which are the basis of all other work on the new site design. This gives us the opportunity to continue to review page and component designs as they come together and make sure we’re leveraging the existing styles for evolving work. We did a mid-day synch up at the wall to discuss this and how to build on this initial set going forward. For instance, we determined we have enough work done to add in form standards and styles next. One ‘aha’ we had was that reviewing and aligning with styles and standards is going to be very important going forward, especially when we’re looking at developed work in staging.

We decided to set aside an allocated day each week for the entire design team to review and assess together how it’s all coming together, and provide feedback on development as well as tweek any design work in progress.


July 21, 01:59 AM

Today in our weekly open house we discussed the agile, kinda “scrummy” process the team is using to design the new site. We’re extending an open invitation to others to attend our daily standup at the war hall (daily 15 minutes of fame ).

War Hall

Looks like some folks might take us up on it and join in! But one question was whether we were doing pigs and chickens.
Now, I’d never heard of pigs and chickens… but apparently, in scrum, there’s the concept of pigs and chickens!

Pigs are the active participants doing the work, and the chickens are the other people who attend. I guess in some models the pigs are the only people who can talk, and the chickens have to shut up.

But I hope we’ll be able to have people attend, and listen during the working standup, but then have time following when we can discuss and listen to others who are interested in the work as well.

More attention on stitching it all together, getting the details right, and making the site as good as we can for launch!


July 17, 01:41 PM

We couldn’t get a war room here for our marathon project — redesigning and launching a new web presence on webex.com and other global sites on a tight timeframe. So we went ahead and used our magnetized wall on the 11th floor to post printouts of all our work in progress, charts of work to be done (and done!), the top goals for the site launch, and important style references as the work evolves. We hold our daily scrum meetings there to get together, see what we’ll be working on that day, decide next steps and how we might get any issues that might have come up solved.

This has been great! The aim of this way of working is not perfection (as in immediate perfection), but visibility into how we’re all designing, writing, developing, managing and working together. It gives us all a visual reference for the large body of work coming together. We have a place for the team (and others) to do quick standups to talk about our work over the course of the day. And it gives us all a real sense of accomplishment and presents the work as what it is…  co-creation by a core team with inputs from lots of others across our business.

Just noticed this tip on the 99percent blog (a favorite) that pretty much validates this approach for a team. Being able to see your progress is just as important to a design team as capturing your ideas and what you hope to accomplish.

Our war hall is also available virtually on foursquare. Visit us and check in!


Photos

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