May 2017 - August 2019
Dublin Ireland & Cleveland Ohio USA
AVP of Design and Innovation Lab
UX design lead and design team manager
What is TapSafe?
TapSafe is an App/service to help people get extended warranty for their smart-home connected devices. The product site was, but then AmTrust sold the product and it moved.
  • Market: Warranty for Smart-home early adopters
  • Extended warranty for WiFi connected devices
  • Smart phones, tablets, computers, TVs, media players, game consoles, wearables etc.
I joined AmTrust after a period of contracting where I worked on projects for Aon (the insurance company).

In AmTrust Innovation Labs I worked on coming up with ideas for new products and features.

I also worked on everything else - designing the UX/UI of the products, building prototypes and websites, organizing teams and vendors to do the work, client briefings, stakeholder reviews, user testing, documenting the product and process, QA reviews of dev builds, even creating and setting up exhibition displays!

If it needed to be done - I helped to get it done.

Below are some examples of the work I did to get an app shipped.
  • Discovery - understand the business, the subject, and the users goals
  • Wireframe the current process / system
  • Define the problems - agree on the defined problems with stakeholders
  • Discuss the possible solutions with stakeholders and get agreement
  • Wireframe a proposed improved process / system
  • Create exploration designs
  • Create a prototype
  • Test the prototype with users
  • Define areas for improvement
  • Refine the designs based on user feedback
  • Create assets for development
  • Sync with development to implement version 1
  • Move on to version 2 features
  • Extended warranties can usually only be bought at point of purchase
  • Extended warranties are bought individually over time
  • Extended warranties are expensive - and the costs add up
  • People have multiple warranties in various places (paper warranties, hard to find)
  • People usually don't know when their device warranties have expired
  • It's difficult to make a claim for a broken device - long wait times on the phone
  • Combine warranties into one place (an app, always with you)
  • Pay a monthly subscription for the service - much cheaper than buying individual warranties
  • Easily customizable - add and remove devices at will
  • Easy to make a claim within the app or online
  • Your broken device is either repaired, replaced, or you are reimbursed the current market value
Review with stakeholders
Me going through a project flow I created in Sketch. This was the length of the room and it showed how the user 'flows' through the app, how screens link to each other, edge cases, and it described the features of each screen (for engineering). This was also made into an InVision prototype for further clarity and testing with users.
Test with users
  • Write the test script (questions to ask the users per screen)
  • Test the prototype with users (minimum 5 people)
  • Compile the results into actionable tasks (what needs to be fixed first)
  • Create a presentation including videos to show and explain why we need to update certain designs

After testing the prototype with users, I compiled the feedback into prioritized actionable tasks (in XL) to define which feature designs needed to be updated, in order of priority.

Colour code:
Green = OK, no change needed‍
Yellow = could be improved but did not block users‍
Red = Blocks some users and needs to change

These changes can be anything from terminology (simple text changes) to moving, improving, or removing sections of the app.
I then created a presentation to show (using short video clips) and to explain why some areas of the designs needed to be updated.
Supply assets to development
Example of some of the links and screens in a prototype I built to demo an app
Some examples of app screen red-lines in more detail. I created hundreds of screens for the app, taking into account all of the possible variable edge cases. I then provided exact details (to the pixel) of spacing, fonts, colours etc. I also supplied all icons in 1x, 2x, 3x, SVG and PNG formats.

Note: Today I would use Zeplin to replace this part of the process (if designing in Sketch app), or I'd create the designs in Figma or Framer X (so development can use that work as the front-end).
TapSafe rebranded
TapSafe is a "white-label" product, meaning it can be quickly modified to match any companies brand. The "blue version" of TapSafe was intentionally developed as a generic style. I.E. The fonts, colours, icons, and images are all swappable.

I took the key screens from the designs and quickly re-branded and exported them (using Sketch and Photoshop) to incorporate them into customer branded PowerPoint presentations we had created.  I also created a short prototype for each brand. All of this helped to sell the idea to potential customers.

The result - every customer commented on how professional the presentation was and how impressed they were with the product and designs.
Some examples of the many "rebranded" presentations created and demoed to potential clients.
Example of the app rebranded to match a clients branding.
An example flow with changes made to re-brand the app to look like a clients native branding - Norton by Symantec.
Explorations of possible future features
There are multiple possible solutions to most problems, and sometimes the best way to test and prove which solution is best - is to create various designs and prototypes to test them.
An example of a short video I created to demo a proposed new feature using Google's Vision AI.
An exploration showing adding items to the cart.
An exploration showing how the user can add items to the cart (using a bottom sheet) and then update the quantities.
What I did at AmTrust
  • Workshops with stakeholders
  • Market and competitor research
  • Product designs
  • User experience design
  • User flows
  • Prototyping
  • Script writing for user testing
  • User testing
  • Final visual designs
  • Icon design
  • Asset production
  • Design documentation
  • Work directly with development teams
  • Work directly with third party vendors
  • Produce RFP documents for potential clients
  • Meet with clients
  • Produce content and displays for trade shows
  • Attend trade shows to demo products
  • Interview and hire designers
  • Setup and train staff (designers, sales, PMs)
  • Manage a design team
  • Get stuff done!
Skills used
Product Design
Writing Content
Team Management
Team Lead
Team Direction
User Testing
Project Management
Presenting to Stakeholders
Working with Development
Working with Vendors
Meeting with Clients
Tools used
Sketch App
Adobe Creative Cloud
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Dreamweaver
Office 365
Mac OS