Olly Mardling - Visual portfolio

Olly Mardling
A VISUAL PORTFOLIO

@OllyWhatTalent+44 (0) 07525 901 230 olly@whattalent.com
Hello! This is my 250 word biography.
With nearly a decade’s experience designing & delivering digital and entrepreneurial initiatives, my
armoury contains a range of creative, commercial and technical skills.
I love designing innovative and immersive apps. AGILE and LEAN principles are in my DNA and though I don’t code, I have a
hacker’s mentality. I believe in rapid prototyping; sketching on paper, then fleshing out UI & IA in Balsamiq, xMind, Illustrator,
InDesign and Photoshop. Putting prototypes in front of users early in the process is vital to delivering successful products.
Currently, I’m Director of UX at NovaRising, a digital agency in London; part of the Digital Innovation Group. Since joining at the
start of 2012, I’ve lead UX and IA on a variety of web, mobile, tablet and connectedTV initiatives, for clients like
Domino’s Pizza, Chelsea FC and InterContinental Hotels. It’s a client-facing role (often pitching to senior and board level at
the start of the project the managing ongoing client relationships), but I’m also comfortable collaborating with developers and
designers and I am integral in the full project lifecycle; from specification to launch.
Back in 2007, I founded an ambitious start-up: WhatTalent.com. After failing to scale, I pivoted the business in 2009 into a
profitable creative services agency. Through the agency I worked as an AGILE project manager on website builds for clients
like The Economist. I also produced and directed a variety of video projects, from corporate videos to music promos.
I’m now looking for a new challenge. Whether you are a start-up, agency or blue-chip brand, if there’s a digital product to
design, a project strategy to devise and execute, a campaign to reach the digital generation then I might just be your guy...
Product Imagineer
UX Lead
Information Architect
Agile Project Manager
Entrepreneur

My Career - The Last 5 Years
2013
2011
2012
2010
2009
UX Lead @ NovaRising
Founder @ WhatTalent
Director @ Digital Innovation Group
UX Lead / IA @ B&M McHugh
UX Lead / UI Designer @ Kliqed
Project Manager / IA @ John Thorogood Estate Agency
Project Manager / IA @ TheBookseller
UX Lead / Project Manager @ Times Educational Supplement
Project Manager / IA @ The Economist
Video Producer / Director / Editor @ Freelance
Project Manager / UI Designer @ BodyCoach

Full product life-cycle experience
my weapons of mass creation
- Sharpie & A3 Pad - Balsamiq Mockups - xMind - Adobe CS - Google Apps - Google Analytics - Basecamp (if I have to) -
Product Visioning
Presenting & Pitching
Project Roadmapping
Proposal Writing
Business Modelling
Raising Investment
User Research
Lean UX Workshops
Multiplatform UX Design
Information Architecture
Functionality Specifications
UI Design & Style Guides
Agile Project Management
SCRUM
User Testing
Content Production
Creative Direction
Budget Control
Launch Party Planning
Product Management
Analysis & Reporting
Digital Marketing
Community Management
Staff Training
DESIGN &
DOCUMENTATION
PRODUCTION &
DEVELOPMENT
LAUNCH, ANALYSIS
& GROWTH
STRATEGY
& PLANNING

Key Skills - Presenting & Pitching
Fundraising & Pre-Sales
I‘ve acquired some powerful sales skills since first pitching
ShowRealTalent.com, an early version of WhatTalent, 9 years
ago (securing £2,500 seed investment from a millionairess).
In 2007/2008 I raised £32,000 from 18 different investors
to build the WhatTalent.com beta site and, after pivoting
into a creative agency in 2009, won prestigious contracts
with companies like The Economist,The Bookseller, Sun
Microsystems and the Times Educational Supplement.
In my Director role at the Digital Innovation Group, I lead
client pitches, sales meetings and negotiations and have
taken the stage at numerous pitching events to promote
DIG’s services and technologies. Best one: Sound Index, a
“Big Data” music chart, at the legendary EMI Records, to a
300-strong audience and a panel of music industry execs
and tech VCs. I came second in the panel vote and won the
audience award, with about 75% of the public vote.

Key Skills - Lean UX
Recent projects I’ve lead follow the Lean UX methodology,
inspired by the “build > measure > learn” cycle of the
“Lean Start Up” movement. Lean UX is an approach to
product design where cross-functional teams collaborate,
in regular, rhythmic sprints, to build collective knowledge
on what works and iterate projects based on user testing
and feedback. Waste is reduced this way and project goals
are achieved quickly, decisively and cost-effectively.
Armed with sticky-notes, a wall and an A3 sketchpad and
Sharpie, I kick off Lean UX projects with a specification
workshop. I facilitate short exercises with the project team
where assumptions are shared, hypotheses developed,
proto-personas defined, user stories captured, features
outlined and strategic outcomes agreed upon.The example
output on the left comes from a Lean UX workshop I ran
with Penguin Books for a book recommendation tool.
Workshops & Process

Key Skills - Information Architecture
At the early-stage specification phase of
a project, ideally just after the Lean UX
specification workshop, I map out the technical
architecture and content structure of a product in
a series of diagrams in xMind; a mindmapping
tool that allows me to clearly articulate content
structure and navigation to the designers,
developers and client-side stakeholders.The
presentation feature in xMind enables me to walk
through complex systems and explain technical
structures in an easy-to-understand way.
The example on the right was the initial IA map I
produced for the Times Educational Supplement
for newteachers.tes.co.uk - a complex Drupal
platform for newly qualified teachers to access
resources, network with peers and search for job
opportunities in UK schools and universities.
Engineering Products

Key Skills - Wireframing
Starting with pen and paper scamps and building
fidelity through wireframing tools and Adobe CS, I work
at a low and medium fidelity level, quickly producing
implementable UI output that can be used by designers
to produce page templates and developers to build
the front-end of applications. I’ve worked across all
screens: on web, mobile, tablet & connected TV and
experience designing for grid-systems and adaptive /
responsive design.
I like working in Balsamiq Mockups to create medium-
fidelity wireframes because it’s quick and has tools to
create clickable prototypes that can be tested on users.
I’m not a designer by trade and have basic Photoshop
skills, but I’m becomming increasingly proficient in
Adobe Illustrator and Indesign, where I can flesh-out
wireframes into UI templates and produce style-guides.
Building Fidelity

Key Skills - Agile Project Management
When I lead the development of the first version of
WhatTalent in 2007, I was introduced to AGILE project
management principles by our CTO and we implemented a
successful, sprint-based approach across a 6 month period,
involving a small team of developers and designers.When
I pivoted WhatTalent into an agency I secured contracts
with the Times Educational Supplement and The Economist,
acting as a hybrid project-manager / IA on the concurrent
design and build of four large microsites built on Drupal.
I’ve managed half-a-dozen agile projects since (and
countless Waterfall) and my responsibilities cover IA
and UX, running the daily SCRUM and project backlog,
reporting to clients and coordinating user testing. I’m used
to working in Basecamp, but prefer the flexibilty of Google
Apps as a tool for backlog management, sprint planning,
bug-testing and other assorted project management duties.
Managing teams & clients

Case Study - A mould-breaking travel website
Project Summary
Family Traveller is a well-funded start-up who approached the Digital
Innovation Group (DIG) in late 2012 with a brief to research the market
and then design and build a mould-breaking website to complement
their print magazine launch, attract users and drive revenue.
A cross-agency collaboration between 3 DIG companies - involving a
10-strong team of senior designers, developers and project managers -
this ambitious platform was delivered within 5 months (with a Beta site
launching in June, 2013) and development of new features are ongoing.
My role
As Lead Architect, I oversaw the configuration of DIG’s proprietary
CMS to deliver the site’s market-leading features. I continue to manage
the technical side of the project and regular responsibilties include
coordinating the design, development and client-side teams, producing
specification documentation, directing visual and interaction design,
facilitating UX workshops and coordinating light-weight user testing.
FAMILYTRAVELLER.COM

Back-End CMS DesignUX Wireframes
Family Traveller - My Output
Admin Manuals
UX Sketches

Family Traveller - End-to-End Booking System
Biggest Challenge
Family Traveller needed to offer a complete affiliate booking
experience that enabled users to research family-suitable hotels
anywhere in the world and book a place to stay without leaving the site.
Problem
There was an immovable deadline to deliver this functionality by the
launch of the second edition of the Family Traveller print magazine
in July 2013.The project was running late and the UX and technical
implementation of this essential feature was unresolved and unspecified
when the Beta site launched in June.We had four weeks.
Solution
Working with the design and development teams, I lead the delivery
and build of the“Destination Planner,” a powerful Google Map
customisation that seamlessly integrates site articles with family-
suitable filtered hotel feeds from Expedia’s affiliate API, to deliver an
end-to-end travel research and booking UX.You can play with the map
here -> familytraveller.com/map

MANAGEMENTTHINKING.EIU.COM
ECONOMISTCONFERENCES.ASIA
ECONOMISTCONFERENCES.CO.UK
NEWTEACHERS.TES.CO.UK
Case Study - Multiple Drupal Sites
Over a 7 month period in 2010, I lead
four concurrent AGILE projects for the
Times Educational Supplement and The
Economist.Though each site was built
on Drupal and the clients were based in
the same building, the delivery of these
projects was a significant challenge and it’s
the period of my career where I honed my
AGILE project management skills.
I was responsible for the specification,
development and post-launch delivery
phases of a all four sites, managing a
globally dispersed team of designers
and developers. Other responsibilities
included designing IA, creating phased
development roadmaps and managing the
prioritised backlog of features and tasks.
Running Concurrent Projects
• 4x Drupal Microsites
• Total budget = £200,000
• 7 month engagement
• 1 x 4 week specification sprint
• 14 x 2 week sprints
• Globally dispersed team
• Sole on-site agency representative
Project Summary
• Pre-sales
• Running specification workshops
• Producing UX wireframes & IA
• Running the daily SCRUM
• Product backlog management
• User research and testing
• Client liason
• Staff training
My Role

COMING SOON ON SAMSUNG & LG SMART TV’S
Primary Roles:
Other Responsibilities:
UX Lead
UI Designer
Pre-Sales
Outputs:
User Stories
IA Diagrams
UX Wireframes
User Flow Diagrams
GUI Elements
Case Study - Connected TV App
• UX & UI design (no development)
• 2 Connected TV apps for Perform
Group (Chelsea TV & LiveSport TV)
• Total budget = £30,000
• 2 month engagement
Project Summary
• UX Lead (team of two designers)
• Agile project manager
• Client liason
My Role
Designing 2 versions of the UI & UX
for both Samsung and LG’s range of
Smart TVs.There are considerable
differences in the navigation required
for each TV set. Especially designing
for LG’s “Magic Wand” remote.
Biggest Challenge

Case Study - “Big Data” Music Chart
Refresh of DIG’S SoundIndex “Big Data”
music chart (originally built for the
BBC). Involved redesigning the UI for
web, mobile, tablet & Connected TV
and selling the technology to potential
clients and brand sponsors.
Project Summary
• Product Strategist
• UX Designer
• UI Designer
• Pitching product to new customers
My Role
Creating a new brand identity from
scratch and designing a consistent UX
and UI across all four screens.
Biggest Challenge
INTERNAL PROJECT

PIZZABOXOFFICE.CO.UK
Case Study - Multiplatform Movie Service
• OTT movie rental service for
Domino’s Pizza
• Multiplatform design & build
• Budget = £70,000.
• 4 month Waterfall project
Project Summary
• Product Strategy
• UX & Design Lead
• Information Architect
• Client Liason
My Role
Designing a consistent UX for users
between the Domino’s website, where
films are ordered, and the microsite,
where vouchers are redeemed and
films selected and viewed.
Biggest Challenge

Case Study - Email Marketing
• Campaigns for restaurants, spas
and internal marketing comms
• Template design & HTML build
• Campaign management and
analysis.
Project Summary
• Designer
• Content Strategist
• Client liason
My Role
With very little previous experience, I
was forced to learn Photoshop on the
job, quickly mastering the process of
designing layered PSD templates that
were “on brand” and that could be
easily implemented by developers.
Biggest Challenge

KidscoTV needed a strategic plan for
launching an OTT video solution so they can
circumnavigate broadcaster paywalls and get
their content direct-to-consumer. I designed
a concept, responsive web app and market-
entry presentation for the CEO to pitch the
idea to the NBC Universal board.
Product Strategy
Case Studies - Smaller Projects
Roles:
UX Lead
UI Designer
Pre-Sales
MyKidsCo
SHOWSHOME CHANNELS TRENDING
KIDSCO TV (NBC UNIVERSAL)
Roles:
UX Lead
UI Designer
Content Producer
DIGITALINNOVATIONGROUP.COM
The Abomination is the first book in an
exciting new thriller trilogy that features an
online hacker’s community: Carnivia.com. As
a means of generating buzz around the launch,
I designed a playful version of Carnivia where
readers could share secrets anonymously and
spread the word on Facebook and Twitter.
Viral Book Launch
I designed the Digital Innovation Group’s
website in 2012 and project-managed the
build on DIG’s proprietory CMS “Singularity.”
I also wrote the copy across the site and
created graphical assets and imagery for
the plethora of case-studies from the 12
companies in the group.
Agency Website
CARNIVIA.COM

FoldGallery is a modern art gallery based
in London, run by a former curator of the
Saatchi Gallery.They required a new website
to promote the gallery and I lead the design
of a clean and simple front-end, yet complex
custom back-end Wordpress configuration
with a non-standard content architecture.
Art Gallery Website
Case Studies - Smaller Projects
Roles:
UX Lead
UI Designer
Pre-Sales
RACINGUK.COMFOLDGALLERY.COM
Roles:
UX Lead
UI Designer
Content Producer
MOTOROLA
RacingUK are a popular horse-racing
broadcaster who are planning a significant
overhaul of their outdated website. I lead a
UX analysis and user study of the existing site
and put together a proposal to their senior
management and partner design agency on
how an improved UX could be implemented.
UX Consutancy
Motorola are developing a strategy to bundle
low-end Android tablets with set-top-box
TV manufacturers, to offer a dual-screen TV
experience. I lead a lightweight research and
design process to develop a concept UX and
UI for Motorola’s team to bolster their sales
negotiations with potential clients.
Concept Tablet UX

My Startup Story - Part 1
The Idea
In 2004, as I was working my way up the ladder in
TV production, I started developing some ideas for
creative businesses and hit on a vision for a portfolio
/ networking website for creatives, where talented
people could develop fulfilling and lucrative careers
doing what they love. It quickly became all I wanted
to do to setup and build a successful tech start-up.
Raising Investment
The first attempt: ShowRealTalent.com was launched
in 2005, but it failed to gain traction. In 2006, I met my
mentor and he helped me set up a new and improved
version:WhatTalent.com. At the end of 2007, I started
raising seed investment and by spring 2008 had a
war chest of £32,000, from 18 angel investors.
Building the Site
Despite having no web design experience at
that point, I architected the site, hired a team of
developers and designers on sweat equity contracts
and, employing an Agile approach, we began work
on building the site over a four month period.
Beta Launch
The beta site launched in June 2008.The photos
on the left are from the launch party, a wonderful
night where 250 founding members (bands, artists,
photographers, comedians, film-makers etc)
recreated the site experience with performance and
exhibiton of their talent.You can watch my launch
speech here -> http://youtu.be/JVS032OkkCY
Within a few weeks of launch the Beta site grew
to just under 1,000 active members. It boasted a
number of features that were ahead of their time,
including the ability for users to control their profile
at a granular level for specific audiences.This
functionality was later introduced to Facebook (lists)
and Google+ (Circles), but we did it first.

My Startup Story - Part 2
Failure to Scale
WhatTalent Beta had no revenue generators at
launch and despite some very positive meetings
with angels, I failed to raise the £150k we needed to
extend the site functionality, build-in subscription
and advertising mechanics and initiate the marketing
plan.We didn’t have the resources to scale and by
the end of 2008 my dream had almost died; the
economic climate meant investment was hard to
come by and I was forced to return to freelance TV
work, supplemented by working in a record shop.
The Pivot
In early 2009, I struck upon a Plan B. My idea was to
pivot WhatTalent into a creative agency made up of
the pool of freelance talent on the site.The vision
was to bring the right talent together to work on any
kind of creative project and offer the same standard
of work from a traditional agency, but with vastly
lower costs.The agency started slowly, but by mid-
2010 we were turning a healthy profit each month,
working on web, video, design and music projects
for start-ups, local businesses and even some large
organisations like Sun Microstems,The Economist
and Times Educational Supplement.
My proudest achievement was to faciliate over
£100,000 of contract work for the founding members
of WhatTalent, across dozens of projects. Some of
those projects are highlights on the left.
What next for WhatTalent?
In June 2010, I became a Dad.The business was
profitable, but on a low turn-over and I paid
myself a very low salary. By the end of 2011, my
responsibilities to my family forced me to put the
business on ice and take my current job, but I have
a long term plan to reinitiate the WhatTalent (it’ll be
something different when I do) and I’ll always love
(and be drawn to) the culture of start-up life.

Outside of work...
As a kid I acted in numerous stage
and TV productions. After University I
spent 5 years working in TV on shows
for the BBC and Channel 4 amongst
others. I’ve continued my passion
for film-making, teaching myself to
edit, producing music and corporate
videos and making short-films.The
shot above is from the Smoke and
Mirrors “48 hr Film Competition.”
Producing Films
In April 2013, myself and a small team
of locals from Watford embarked upon
a mission to setup an independent,
community-owned book-shopin our
town. Momentum has been building.
We recently secured rent-free
premises in the prestigious Palace
Theatre and we are pulling together
the business plan, fund-raising strategy
and our goal is to launch in 2014.
Starting A Bookshop
I’m an avid reader and fill my available
time outside of work and family diving
into a range of genres . I alternate
between fiction, history and books
about UX, start-ups, story-telling and
digital culture. Recent favourites
include “Lean UX” - Jeff Gothelf,“Into
The Silence” - Wade Davis, “The Art of
Immersion” - Frank Rose and “The Four
Steps to the Epiphany” - Steve Blank
Reading & LearningBeing The Daddy

Thank you for your time!
Please get in touch if you like what you see
olly@whattalent.com
+44 (0)7525 901 230
@OllyWhatTalent

Olly Mardling - Visual portfolio

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (19)

Ähnlich wie Olly Mardling - Visual portfolio

Ähnlich wie Olly Mardling - Visual portfolio (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Olly Mardling - Visual portfolio