Enterprise Mobile News App

The company wanted to build a moible app to develop their internal understanding of enterprise mobile app development. There was also a secondary need to leverage the design of the mobile to lay the groundwork for a enterprise mobile UX and development strategy. I was responsible for the concept, user experience design of both the iPhone and iPad apps and a mobile web app for Blackberey 9960 and Bold.

Design Considerations

There were two high fidelity concept mockups, a responsive design concept iPad and a mockup of a native iOS app iPhone. Both of these designs relied to heavily on a desktop interaction flows and patterns, and neither of them addressed the core user needs and business need to surface multiple categories of enterprise news content upon loading and provide an engaging interface for the users.


Based on the user research and business needs the design should be engaging, easy to use and surfaced content from news articles upon loading. Based on task analysis of the existing desktop application and mobile design best practices, we explored concepts of simple screen flows supported by application relevant interaction patterns.

User Evaluation

We could conducted user evaluation on two equally viable designs. We created two screen prototypes to test our user experience goals and evaluate the level of mobile awareness amongst the employees, such as: What is the level of mobile awareness of the user in terms of iconography and familiar patterns? We used an outside usability lab to conduct the test on 6 enterprise users and analyzed the results with an in house usability specialist.


The participant responses were clear; they preferred the design which display multiple news categories with smaller images and excerpts from the news articles. The users wanted to have more news articles display from more categories than having larger images and more text. They responded well to the simple screen flow of having the full article only one click away. We arrived and very little consensus on the cohesive user experience from desktop to mobile question.

Design Specifications

One of the main difficulties was the coordination amongst a highly distributed team. We were distributed across multiple time zones in US and internationally. We followed a hybrid approach to the development of the app. The vendor team leveraged the wireframes to develop application architecture and in parallel I worked with the visual designer on the mockups and wrote the specifications for the iPhone and iPad apps. The hand-off consisted of annotated specifications and red line visual specifications. The major challenge was the inability of the internal team to have daily check-ins with the vendor team due to time differences.


Attune is a enterprise content sharing application that supports a dynamic set of users within an organization who need access to current market specific content to drive thought leadership, marketing, corporate communications and sales enablement. The features of the app enables the user need for instant access to social media platforms and to ensure that the content was easy to scan and navigate.


The primary target users were marketing professionals in an Enterprise Channel Marketing Department and third party vendors who were resellers of networking technology. One of the primary business requirements was that we wanted our application to integrate with current marketing applications workflows in place. The foremost user experience goal was streamlined content presentation and integration with social media platforms.

Mobile Prototypes

From the outset, the stakeholders requested a design that was device agnostic. To insure that we were in alignment with the business goals of leadership and our client, the approach was to conceive of this product through mobile first strategy. Our intent was not to build a mobile product; we wanted to leverage the confines of the iPhone and iPad mobile screen dimensions to refine our focus.


The lessons learned from the mobiles first design strategy provided the guidance for final design. The final design was a web based application, which supported multiple segments of content. The design pattern was inline with a news aggregation site with prominent tabs to navigate through segments, with rich visual treatment to differentiate between content categories.

SocialRep Dashboard

Dashboard is one of four modules which make up the SocialRep social media intelligence platform. The dashboard is the visualization of queries running in the platform for a specific customer. The dash provides the user with the number of Post collected for a specific query running in the system, the distribution of the post across source types, a keyword tag cloud, top key phrases, top post and top sources.

Prior Design

The current design was based on charting widgets from a dashboard development toolkit. It was my job to determine the scope and extent of the new design for the dashboard. My inspiration came from academic research and Edward Tufte's work on visualization of data.

Dashboard Functionality Matrix

In an attempt to ensure that the proposed design was in alignment with development expectations, I created a feature specifications for the charts and tables for the dashboard to engage team about technical functionality and integration challenges.


I explored multiple multiple iterations of designs for the dash. A dash for social media content need to convey high-level information and communicate some contextual data about the content referenced from the Post.

Low Fidelity Prototype

We used low-fidelity prototypes gain insight into how the user would be clicking through queries, topics, and subgroups and how each element had a to be visually rendered. This facilitated broader discussion around development effort and feature priorities. We evaluated this prototype on 6 users.

Final Mockups

Due to development priorities and time constraints, the scope of the final design had far less functionality than what was envisioned in the prototypes.

SocialRep Reporting & Communications Module

The Reporting and Communications module of the platform presented a set of unique challenges. In this module the user interacts with social media assets to create reports, presentations, blogs or any type of communication. Assets are quotes, blog post, keyword charts, dashboard chart images or any piece of data captured by the user. The core design question was could we create different views on the same data set by leveraging visual concepts of thumbnails and coverflow as tools for viewing data. The other element of the design was a pre-configured workspace to assist in creating any form of communications media.

Module Integration Diagram

As the sole designer at SocialRep, my responsibilities sometimes required me to present both a design rationale and implementation approach to my proposed design. I created functional diagrams to communicate how the module would pass information between modules, which was a key platform requirement.


Based on data collected from the phone interviews, one insight was that composing reports and organizing information can take a lot of time. For this design we explored different approaches to data organization and how users created reports

Concept Prototype

The concepts explored and advocated here were highly conceptual and therefore in order to build consensus I created several prototypes to evaluate both the concept of the data assets functionality the report creation functionality and taskflows.

I created the above prototype to demonstrate how the user would potentially use the different views of data to organize content prior to creating a report. One of the core design hypothesis was that user would be more engaged with reporting and communication if there were different features for manipulating the data.

Paper Prototype

We used a paper prototype in conjunction with the concept prototype for a short user evaluation of the proposed design. We wanted to determine which elements of this design our target users would find most useful when organizing information and creating reports.


The outcome of a feature prioritization and the results of the evaluations indicated that we should proceed with the development of the actionbles organization portion of the module and continue exploring solutions for a more simplified design for report creation.

SocialRep Pipeline Module

The SocialRep Pipeline was the first project I undertook at SocialRep. Post are collected and organized in the Pipeline; this is where insights and trends are discovered. An analyst can read, filter, sort, analyze and manage Post and Sources. This module represented numerous challenges with taxonomy,product scope, overly complex workflows.

When I began working at SocialRep, there was a proof of concept of this module. My first responsibility was to translate the POC and formulate a UXD strategy for the development of the entire platform. My first task was to conduct exploratory interviews and conduct a sitemap and inventory of the current release.


I wanted to expand upon the concept of personas by writing a persona for a team of professionals and how they would potentially interact on a collaborative enterprise web application.


Due to the challenges with taxonomy,cross-functional team nomenclature,and complex workflows, storyboards were used in conjunction with team workshopping sessions. This was brutal work.


The Pipeline was in essence three robust applications coupled together. The user need to view organize and filter Post, read a Post and extract intelligence from the Post and view Sources of Post and perform analysis on those Sources. We had to account for all of these actions and dependencies.

Design Specifications

The Analytics Pipeline can be described as the integration of three major task objectives; the Analyst views and manipulates a group of Post––the Pipeline, the Analyst views and manipulates one Post––Post details manager, the Analyst views and organizes sources––Source details manager. The UX strategy for the platform was to design five integrated modules where data moves with ease from module to module.


About Me

Design is about connecting, and I believe this can be understood through our visceral relationships we have with tools, which enable or extend our experiences in the world. As an interaction designer, my approach is to defamiliarize these visceral relationships as a means of discovering new design insights. As a design strategist, my intention is to be a steward of those visceral relationships and ensure that my designs enable new opportunities for new experiences. I value life, work, and community; it is my objective to work with an organization that understands the need for a balance amongst these competing interest.



telephone: +001.415.572.0335
email: samshoulders@samshoulders.com
email: samshoulders@gmail.com



Design Experience

Senior User Experience Designer
Rodan + Fields Digital Products Division
San Francisco, CA | April 2014-Present

- IXD lead for POS mobile application—from concept to development in 5 weeks
-Created information architecture, low-fidelity prototypes for three different user flows for POS application
-Created all user evaluation test, facilitated all test and created all user evaluation reports
-IXD lead for e-commerce website redesign and a enterprise onboarding application
-IXD lead for a e-commerce website redesign and a enterprise onboarding application
-Created high-fidelity prototypes e-commerce website and low-fidelity prototypes for onboarding application

Senior User Experience Designer
Wells Fargo Corporate Communications Divisoon
San Francisco, CA | November 2013-April 2014

-UXD lead for two mobile applications and Sharepoint Intranet workflow redesigns
-Collaborated with user research and evaluation team to create user evaluation prospectus and test stimuli
-Worked with a cross functional team and consulting team to deliver a mobile application in 7 months
-Collaborated on UXD mobile strategy documents and presentations with UX Manager
-Led and formulated a ADA compliance strategy for both desktop and mobile applications
-Collaborated with product manager to produce business system analysis documents for mobile application

Principal User Experience Designer
SocialRep Software & Services Firm
San Francisco, CA | November 2009-March 2013

-Led the design of four integrated platform modules and a client facing application
-Translated business requirements and market requirements documentation into storyboards, wireframes to engage both product development and software development
-Collaborated with user interface developers to define strategy, site architecture and navigation, mapped out user flow and experience, and defined high-level interaction
-Created feature specification documentation and task analysis diagrams to engage software development during the initial stage of the design process
-Collaborated closely with visual designer from wireframes to mockups on all designs
-Worked with the software development team using agile development methods to ensure both a efficient software development and QA

Interaction Designer/Design Strategist | Consultant
DC Department of H& HS | DC Healthy Start
Washington, DC | September 2008-January 2009

-Collaborated with a interdisciplinary team of health care professionals and government officials to formulate user research and user evaluation standards to inform the design of the website and to identify strategic partnerships

User Experience Design & User Research
Disaster Informatics Research Group
Indiana University, Bloomington, IN | August 2006- May 2008

-Led all user requirements gathering utilizing focus groups, surveys, and field observations for design projects
-Produced taskflow diagrams, mockups, wireframes, prototypes, facilitated usability test

Academic Education

Indiana University Bloomington | Bloomington, IN
Masters of Science | Human Computer Interaction Design

George Washington University | Washington, DC
Masters of Science Certificate | Emergency Management and Information and Communication Technology

University California Berkeley | Berkeley, CA
UNIX System/Network Administration Certificate

University of North Carolina Charlotte | Charlotte, NC
Bachelor of Arts | Political Science

PDF Resume Résumé


Design & Product Strategy
Design Strategy
Market Analysis
Design Direction
Product Strategy
Content Curation

User Research
Focus Group
Survey Design & Data Analysis
Affinity Diagramming
Heuristic Analysis
Experience Prototyping Paper Prototyping
Responsive Web Prototyping

Design Methods
Use Cases Scenarios
Participatory Design
Information Architecture

Design Tools
Paper Prototyping
Experience Prototyping
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Fireworks
Balsamiq Mockups