Peter Mintchev

I am a design leader with a passion for prototyping, research, and a process driven design.

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Illustration: Peter Mintchev

Redesigning the Mobile Shopping Experience

Design Manager
design strategy, roadmap planning, research strategy
Jan 2019 - Ongoing

"How might we design an app like mobile shopping experience for the web?"

The goal of this project was to redesign the Magento Commerce Storefront as an app-like, mobile first, experience, while utilizing PWA (Progressive Web App) technology. The large impact of this project (over 250,000 online stores are using Magento), and the unique nature of the technical implementation, required us to rethink the very process we applied to design. This lead to both innovative research initiatives and some out-of-the-box design thinking.

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Magento VP announcing PWA storefront project. Image credits: https://divante.co/blog/magento-imagine/

Experience redesign of the Enteprise Order Management

Design Manager
design strategy, roadmap planning, collaborative design
Nov 2018 - May 2019

"How might we improve the multi source fulfillment for retail?"

The project of rethinking the Order Management user experience was driven by the technical refactoring effort of service modularisation. The project had two goals:
1. to align the service isolation with user experience areas
2. to provide end-user vision for in-store fulfillment (think a store assistant picking and packing an order to be shipped), customer support workflows, and payment processing management.
The project span a number of months and included multiple ideation workshops, extensive customer research, and prototype user testing. We worked in close collaboration with development and product teams.

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Heuristic evaluation workshop of the legacy order management product UI

Onboarding Towards Success

Sr. UX Designer (Design Lead)
research, design, advocacy, and a healthy dose of product management
Jan 2017 - Nov 2017

"How might we improve the developer experience for Magento Commerce Cloud?"

With the Launch of Magento Commerce Cloud, Magento began offering a Cloud based Platform as a Service (PaaS) for developing and hosting their on-premise software. For the first time in the company’s history Magento was directly exposed and responsible for the successful launch of a store on their platform, a role that traditionally was entirely owned by third party agencies. Magento has just a couple of clients on the product, when I was assigned to lead the user experience of the product.

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Referral Document Workflow

The Advisory Board Co.
Lead UX Designer
UX design, UI design, prototyping, user testing, basic foundational research
Dec 2015 - Aug 2016

"How might we make completing the referral document easier and faster?"

Perhaps one of the most complex parts of the Crimson Medical Referral software, the referral "form" was a complex UI that combined submission and processing flow, multi-user communication, multiple statuses, call logging, attachments and much more. I was very excited to tackle this complexity and come with an elegant solution that would impact the daily lives of medical referral coordinators across the country.

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Designing for the Medical Office

The Advisory Board Co.
Lead UX Designer
UX design, UI design, prototyping, user testing, basic foundational research
Jan 2014 - Aug 2016

"How might we make the processing of medical referrals easier while keeping patients in network?"

At the start of 2014 I began working as a Senior UX Designer at the Advisory Board Company. Together with a researcher I worked on Crimson Medical Referrals – an enterprise workflow application used by medical offices to process patient transitions. The goal was to rewrite and completely redesign recently acquired software to suit new, more complex workflows, and a more sophisticated business model. The following two years were an incredible journey filled with failures and successes. At the end, as a lead designer for the application I am proud of creating not only a successful application design, but building a sound understanding and methodology for addressing the complex and diverse problems of enterprise software users.

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One of the biggest challenges in designing technology for a medical office is that users would rather not use any at all. We had to optimise for key tasks in order to ensure adoption.

User Engagement Initiative

The Advisory Board Co.
Lead UX Designer
UX design, UI design, prototyping, user testing, basic foundational research
Jan 2016 - Aug 2016

"How might we migrate from a legacy system without disrupting work for our users?"

The business of enterprise applications is quite different from consumer based software. Often the people that purchase the product and have the power to request features never do one click within the application. At the same time user training, utilization and user satisfaction is scattered across services, support and training departments that often do not communicate together and do not focus on a unified user perspective.
A successful user centered design has to be based on a clear user strategy and understanding rather than limited to product requirements and basic usability testing.
To solve this problem I formed the User Engagement Initiative, which had participants from Delivery, Services, Product Management and UX. I used product discovery process to create a central strategy and framework for initiating, tracking and measuring user engagement initiatives: everything from training scripts to free t-shirts. This has become the platform from which we are building a deeper understanding of our users, and against which we evaluate our product strategies.

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At the core of the User Engagement Initiative is a framework for creating targeted initiatives that can be measured and evaluated.

Product Migration

The Advisory Board Co.
Sr UX Designer
UX design, UI design, prototyping, user testing
Mar 2015 - Apr 2015

In the spring of 2015 the users of a legacy version of Crimson Medical Referrals in the state of Arizona had to transition into using the new redesigned version of the application. A multiplicity of technical complexities and a lack of development bandwidth made this a fairly complex problem with a potential for a usability disaster. My task was to design the transition workflow within the two applications. My first step was to connect with the delivery teams and design a synchronized online and offline strategy for user communication. We created a continuous experience across the two applications including: communication banners, independent information site, printed materials and even gifts. We designed a character – Maxine the cat, to assist with patient engagement and to be a user-centered brand for the new product. In the day of the transition I was personally in Arizona, visiting over 10 medical practices across the state. We followed the transition with a survey in order to qualitatively measure our success. The transition was successful and soon after we saw an increase in utilization across the state.
This was the first time in the development of the application when marketing and communication was entirely centered on our users and not on the buyers of the application. The success of a collaborative approach between User Experience and the Delivery and Services departments inspired me to form the User Engagement Initiative.

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Transitioning users into a different application is always a risky process full of surprises. Luckily in this case they were good ones.
Thank you for your interest.