Aaron J Cook
With over 22 years of designing for Fortune 100 companies and startups alike, I am a seasoned professional based in Columbus, OH. I specialize in creating holistic user experiences that drive engagement and business outcomes.
Experience Design Lead · Jan 2022–Jun 2023
As the sole designer, I led product design, established a brand identity, and supported marketing materials. Due to the fast-paced environment of a startup, there was limited focus on generative user research. Instead, I adopted a lean approach, prioritizing creation before seeking feedback.
Consumer App
Data brokers collect and sell personal information, leaving individuals feeling exposed. The mePrism Privacy app locates and eliminates shared details while continuously searching and removing them to prevent rediscovery and republishing by data brokers.
B2B Service
MePrism for Business empowers organizations and information security experts to offer the mePrism Privacy app as an employee benefit to their members.
Product Video
To engage and inform customers and investors about the mePrism Privacy app, I utilized my recently developed brand visual language to effectively convey the story.
Takeaways
Without conducting thorough analyses of the user problem space, startups run the risk of entering dangerous territory by iterating and releasing products too hastily. In the case of mePrism, I synthesized a valuable insight from several studies and observations: although internet and technology users may express concerns about their privacy, their motivation to actively manage it does not align with their level of concern. Conducting a comprehensive investigation into the underlying reasons for this misalignment would provide better insights on how to develop a data privacy management product or service that can effectively attract and retain customers in the long term.
Senior UX Strategist · Jan 2020–Jan 2022
As a UX Strategist at one of Ohio's largest hospital systems, my primary focus was on enhancing healthcare operations and providing support for customer- and patient-facing initiatives. I collaborated with a diverse team of professionals to streamline video visit services during the initial phase of the COVID pandemic. Furthermore, I dedicated my efforts to enhancing patient referrals and optimizing patient throughput.
Addressing the Referral Dilemma
Referrals can be confusing for patients due to the complex process involved in scheduling the referral appointment. It requires a well-coordinated effort by the clinical staff, as the existing systems for scheduling referrals are not user-friendly. A significant amount of manual work is necessary to address any prerequisites for the appointment. Any small mistake can result in the referral request being lost or overlooked while the patient remains left in the dark.
The Project
Overview
I joined a diverse multidisciplinary team consisting of a cardiologist, primary care physician, nurses, operations staff, education designers, and technologists. Our collective goal was to tackle the challenges associated with referrals.
Understanding the Problem
1
To showcase the complexity of the process to the multidisciplinary team in which I was embedded, I visualized the workflow medical staff used for scheduling referral appointments. This workflow was derived from their extensive 96-page training manual for medical staff.
2
Together with a fellow UX colleague, we conducted field observations and interviews at a multitude of in-network clinics with varying medical specialties. Our goal was to gain firsthand understanding of the processes followed and pain points experienced by schedulers.
3
Our findings from the field were presented to the multidisciplinary team to ideate ways to fix the issues medical staff experience. I plotted our research findings and the team's ideas into a feedback grid.
Takeaways
Regrettably, despite making significant progress in the discovery phase and generating valuable ideas, the team faced challenges in implementing those ideas. As a result, I was reassigned to another team to address the urgent matter of COVID-19 (you may have heard something about this in the news).
Design Thinking methods are known for their effectiveness in problem-space research. However, Design Thinking alone is insufficient without the concurrent practice of Design Doing. In this particular case, early identification of problems highlighted opportunities for prototyping solutions—both large and small—which could have propelled the team forward in addressing those challenges.
UX Lead · Nov 2018–Jan 2020
As a UX Lead on the Owner Experience Strategy & Design team at NetJets, I focused on enhancing the onboard entertainment experience for the entire NetJets fleet. Additionally, I provided support to Flight Operations by contributing to the development of an in-house, AI-powered fleet management enterprise application.
Automating Flight Recovery
Flight recovery involves the task of identifying substitute aircraft, and occasionally crew, for scheduled flights that experience delays. Schedulers must consider various factors, including the availability of nearby aircraft, compliance with FAA crew duty time limits, and weather conditions. Performing this task manually necessitates significant mental effort, all while ensuring swift recoveries to maintain customer satisfaction.
The Project
Overview
In response to the needs of NetJets, I collaborated with the product team to enhance their fleet management and scheduling software, a web application, by incorporating recovery flight features. I provided guidance and supported the implementation of these new functionalities.
Understanding the Problem
1
I sat with a scheduler in the flight operations center to observe the current process of flight recovery in real time and understand the broader context of how recovery decisions were made.
2
Before joining NetJets, a former designer had created mockups of a recovery experience. I shared these designs with the scheduler and sought his feedback.
Main Insights
The scheduler's workspace consisted of six separate tools used for making recovery decisions. The addition of a seventh tool would not be optimal.
Flight recovery decisions do not fall solely on schedulers. They work together with owner services, meteorologists, maintenance, and flight dispatch.
Schedulers are accustomed to a specific visual language. Creating new language would add cognitive load to a situation where time is of the essence.
The Solution
Utilize AI capabilities to process an extensive amount of data points beyond human capacity, enabling the creation of recovery options. Present these options in a user-friendly format, optimized for tablet displays, allowing schedulers to conveniently showcase solutions to counterpoints in different areas within the flight control center.
Takeaways
Through the implementation of rapid and iterative learning cycles, along with involving end users in the design process, impactful products and features are efficiently developed, minimizing waste.
About Me
I am looking for full-time or contract opportunities with design-mature organizations in need of a versatile product designer.
Expertise
Skills. Interface Design, Interaction Design, Brand Identity Design, Visual Communication Design, Design Systems, User Research, Motion Design, Illustration
Implements. Paper and pencil, Figma, XD, Sketch, Framer, Illustrator, Photoshop, Blender, AfterEffects, Lottie, UserTesting.com, Procreate, Microsoft Office, Google Workspace
Process
The variability of user, technology, and business factors renders a one-size-fits-all process ineffective. Therefore, I adapt my approach based on the specific situation, drawing from the principles and methods of Design Thinking, Lean UX, and Agile. Regardless of the framework used, I generally follow these non-linear phases in my work:
Strategy. I strive to understand user and business needs while exploring how technology can address them. In cases where time permits and such insights are lacking, I conduct generative user research to synthesize human-centered insights. However, if constraints prevent extensive research, I make and document assumptions to be validated after execution.
Planning. At this stage, my typical approach involves creating user flows to gain a better understanding of how a solution can fulfill unmet user needs. This enables me to bring user requirements to the table, which can then be aligned with both business and technical requirements.
Execution. I bring ideas and solutions to life at the appropriate fidelity level. This involves generating prototypes to validate with users and align stakeholders. Once there is proper alignment, production assets are created.
AARON J COOK
I reside in Columbus, OH with my wife of 11 years, our 12 year-old daughter, and 10 year-old son.
My interests outside of design include:
Lacrosse. Since my son became interested in the sport, my love for the game I played in high school has been rekindled. I recently became Head Coach for the Westerville Lacrosse Club’s 5/6 Boy’s team. Off the field, my son and I enjoy customizing and stringing lacrosse sticks together.
Music Creation. I picked up the bass guitar in 1993 and since then have learned guitar, pedal steel, trumpet, saxophone, drum programming, and some keyboards.
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