CLIENTS

WELCOME

Hi there, and welcome to my consulting site.

Quick update:

In February of 2020, I joined a SaaS startup called Provarity, where I served as a Cofounder & VP of Product. Together we launched a 1.0 SOC-2 Certified SaaS product to empower Sales Teams to manage the technical sales process in a disciplined, scalable fashion. We empowered our first crop of customers in the demanding cybersecurity space, with the ability to not only objectively assess their technical sales performance at a granular level, but the ability to make informed decisions about sales team staffing, and where to focus limited resources to save at-risk deals.

As of now, I’m back on the market. Currently seeking a product/design hybrid leadership role.

If you own a business, business unit or venture studio, and need a battle tested product and design leader to refine and build your SaaS, clean energy, climatetech, NFT, AR, healthcare or marketplace vision, then drop me a line.

Best,

Jonathan Hoffberg
Product & Design Leader
F360UX

Download Resume

PORTFOLIO - CASE STUDIES

PORTFOLIO - OTHER PROJECTS

Challenge

Design end-to-end workflow for ingestion, normalization and validation of customer ledger data. (with Bodhtree)

Engagement

Workshopped on-site at Deloitte headquarters in Manhattan with innovation leads in Strategy group. Developed an understanding of personas and workflow for auditors and data processing engineers. Created a readout of service requirements based on workshop. Created a series of wireframes of progressively higher fidelity, incorporating feedback from regular reviews with the client.

Delivery

Client created a lightweight production prototype based on the wires.

Industry: Healthcare
Role: Sr. UX Design Lead
Deliverables: Problem and Product Definition, High Fidelity Wireframes, Workflows

Challenge

Find a way to provide maximum value to clinical partners in a v.1 AI imaging suite, taking advantage of available algorithms. (With Futuredraft)

Engagement

Conducted a two-day workshop with radiologists, data scientists, product managers and designers to understand and define the problem to be solved. From there, we built primary flows and supporting business case for 3 products designed to alert care teams to at-risk patients, and prioritize detected cases in the radiology reading queue. Over a 12 week period, we created sketches and progressively higher fidelity wireframes, soliciting and incorporated client and clinical feedback along the way. Chris Baum was the engagement lead on behalf of Futuredraft, and co-led the kickoff workshop with me. Beate Fritsche, a fellow Sr. UX Designer at Futuredraft, provided additional wires.

Delivery

We delivered mocks and flows for three AI screening products for alerting radiologists when there's a potentially critical scenario in the reading queue. The first of the products, the NG tube detector, received FDA approval in the fall of ‘19.

Challenge

Ventana was acquired by Roche Diagnostics, and their Benchmark Ultra batch staining system needed a UX upgrade. Part of the challenge was to keep the mountain of data that the system generated accessible when needed and hidden when not. Another challenge was building a layout tool for designing slide labels.(with Catalyst Resources)

Engagement

Provided UX and visual design for the touchscreen interface for this cancer screening instrument. Paul Giurata, CEO of Catalyst, ran the engagement, and conducted biweekly meetings so we could stay synced with the client throughout. The Roche style guide ran upwards of 250pp., and yet, I still wound up designing some new screen layouts and icons to meet the functional needs of the embedded application.

Delivery

Delivered final wires and visuals to client per spec. Mike Wojnarowski of Catalyst translated the design into front end code.

Here's the final set of annotated wires.
And here's the brief.

Challenge

Design an Android version of Motif's iOS application, which facilitates the ability to invest in theme-based portfolios of up to thirty stocks. I was also asked to provide guidance to Motif's engineers as to how to develop for Android, given the hundreds of different phones, OS versions and screen sizes that make up the Android install base.

Design

This design took full advantage of the unique capabilities of the Android design system’s multifunction headers and flat, big button design conventions to open up the interface and create an experience that was more inviting and easier to parse. During the course of the engagement, I worked through the entire iOS app, analyzing key screens, and offering solutions to the product and engineering leads for adapting and in some cases extending the iOS functionality in the Android realm.

Delivery

Delivered 35pp of annotated wires, as well as a 24pp brief for the product and engineering teams describing the opportunities and challenges associated with the Android platform relative to iOS. The app was launched several months later, and has enjoyed a 4+ star rating ever since.

Here's the deck that accompanied the final app.

Challenge

The client wanted to develop an advertising solution to test the viability of a digital currency as payment for interacting with advertising from top tier brands. (With Pyntail)

Design

Conceptualized, led UX, and supervised development of prototype of virtual currency advertising engagement application for a company that sells advertising engagements. Chip Davis' phenomenal visual design chops really brought this concept to life, and are amply evident here.

Each engagement’s value is displayed prominently in Vibes. The user’s Vibe “balance” is displayed beneath the engage/purchase UI throughout the user experience. Ads describing redemption thresholds for different rewards encourage users to complete more engagements.

Delivery

I supervised the development of the design and the accompanying prototype app, based on an initial concept by Kamran Qamar, Pyntail's CEO. The app was then pitched successfully to execs at Verizon and Disney as a mechanism for increasing ad engagement.

Industry: Retail
Role: Design Lead, Interaction Designer, Prototyper
Deliverables: Wireframes, Workflow, Brief

Challenge

Westfield Group owns 33 malls in the US and numerous others in Australia, NZ and the UK. They charged their innovation hub, Westfield Labs, with the challenge of easing food court congestion during the lunchtime rush. Congestion causes long waits, reduces quality of service overall, and disproportionately impacts customers of vendors in high traffic zones.

Design

This design turns the concept of the food finding application on its head by designing an application that is built on a taxonomy of meal over genre. We took some initial discovery work done by Frog, and supplemented it with in-person interviews with customers at the mall.

Delivery

I put together a design brief which translated the PRD from the product manager, and worked up sketches and wireframes in collaboration with Saad Ansari, who provided storyboards and additional wires, and Gavan Gibson, WFL's UX Director. We used a series of wallboards to build a picture of our users and the experience itself. From these wires, we developed an Axure prototype. The engineering team built a pilot app from there, which went live shortly after the conclusion of my engagement.

Site Map for the Axure prototype.
User Research Wallboard
Storyboard Wall
Wireframe Wall

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