https://nicolefly.com/about daily 0.75 2020-09-14 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1591218642985-2BIRXV5OTRWA40Y8LP43/Nicole-Willer.png About My Background: I started my professional career by creating high-end packaging for high-design toys and games. That experience brought expansion into industrial design for mass-market toys and games, then consumer product user research, and most recently, front-end innovation for industrial products. When I am not creating or collaborating, I enjoy life as a budding birder and an amateur wildlife photographer. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595608677405-QD1O7OW8Q80Q3G0Y56KQ/Tools.png About https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595343881472-J5XS04YRZZMEJT83ANML/Icon_Teamwork.png About https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595343873590-QVHK7ILV8U3T08KBJYL2/Icon_Fun-and-function.png About https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595343865417-KRU5H32MRBFD9ZU17CSA/Icon_Genius.png About https://nicolefly.com/404 daily 0.75 2020-09-14 https://nicolefly.com/work daily 1.0 2025-08-03 https://nicolefly.com/work/toy-and-game-gallery-wall monthly 0.5 2020-10-25 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162968969-6XXASTP7NP656LH20U26/Marbology_1.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590163015346-309HVOVLNMIRHZSJI6M2/The+Sherlock.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162969261-PZKQ1HHN6VURTAA4YUHA/Hnefatafl.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162923830-3X3M5QQIM7U7CXGB69MI/Flingons.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162923578-R978BPJMFAUHKWF0LAWA/Flingset.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162923426-GYOUM51351FMKT2V2NPD/Fundapop.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162894042-TU6VO94G34IB7K5K3RQ9/Catchoo.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162893394-LXP96U2BLS04LMK4YJOK/Egghead.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162968286-5W9EX8XXKWCTI5DXWGMH/Colorfall.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1603632976109-P4RWIVWS8J380K16ZAY0/Touchy-Feely-Full-Package-Marbles-Brain-Store.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590163015319-5RSLBON2N2OV1K875WH5/Touchy+Feely+ABCs.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162924044-FWP9YV4C259Y8WZBJFU4/Foursquare+Kit.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162969037-PCCOPNLPSA09M16SL9JD/Newton.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162970926-QBRLAQSQDKEN5YHV7YAB/Sock+Puppet+Charades.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1591122019853-7G8NJS63N5PL3J7WT1I6/Bend+Your.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590163015251-A4D0ENYD6YI8HMFVPY9B/Thinkamabob.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162923271-V4U6Z1NEMDGKM0XEJMHY/GOtrio.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162894134-38UT5RGPVN564XDPVE9D/Brainpack.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590163329128-W59NIR22KJTGSKKCYQFV/Tugie.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162968709-OABQEPQO4U55TL35OHNB/Idiomaddict.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162969310-SN0GJ24C9YG152O79VCK/Labyrinth.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162969977-VBJPQWPVL3QU0ZTP6ESL/Shoot+the+Moon.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162969653-H0TLEPVQGG209VGT9XJD/Oh+Snap.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590163015322-L81TGZCN9EPK2A30UFJY/Tic+Tac+Two.jpg Work - Toy & Puzzle Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1590162971889-0GUC93OACH7GE254SCIT/Stick+Bombs.jpg Work - Toy & Puzzle Design https://nicolefly.com/work/user-research monthly 0.5 2020-09-14 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101084163-S5Z09BWLQ6GKVESV8L9U/Otrio_2.png Work - User Experience Research (UXR) - Asking the right questions. Writing the question guide is an important first step for any survey, focus-group, or interview. Can anyone provide insights, or does there need to be a vetting system? Do stakeholders need concrete results or inspirational ideas? Are you confirming a hypothesis, or exploring what could be? In many cases, the best questions get framed to discuss outcome goals rather than output restraints. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101114924-2X55GDXBHZ66T6WM663V/UXR_3.png Work - User Experience Research (UXR) - Mixing methods. Researching users comes in many forms: qualitative and quantitative, behavioral and attitudinal. It is important to understand what data is going to make a difference to the development team before deciding on any methods, or more usually mix of methods. For example, if field or ethnographic research is required, it needs to feel natural and personal, while in-lab testing and focus-groups should be well scripted. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101190683-LWNCE53HY1HZXWQ2ZAKO/UXR_4.png Work - User Experience Research (UXR) - Going with the flow. Expressing true curiosity for the user process means considering their motivations at every step and the impact each has on the user, by-standers, environment, and (whenever possible!) our world at large https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101341730-4U4EX7OJH0MJ3EDR8M46/UXR_5.jpg Work - User Experience Research (UXR) - Taking note of everything. Observing and recording reactions is one example of this, because it may provide insights into the things people say vs. the things they actually do. Another example would be cataloging a list of improvement suggestions or saving all emails and correspondence to build-on later. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101493176-RYQ5WXX36663Y1ZNZYNU/UXR_8.png Work - User Experience Research (UXR) - Going on safari. When available, pretending to be the end customer and trying to complete the process steps as they would is an enlightening research step—sometimes it goes off flawlessly, and sometimes whole, new animals get discovered https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101524261-Y7VEVPPJO2TUG9H09IJB/UXR_7.png Work - User Experience Research (UXR) - Mapping feelings and behaviors. Providing the optimal user experience means meeting people where they are at. Tools like empathy maps and mental modeling are helpful for building a story around a “normal” user experience and determining where stronger solutions need to exist in the future. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101434230-UDROCVKV0R9K0N0QFZM0/UXR_6.png Work - User Experience Research (UXR) - Testing internal hypotheses. Adding metrics to the research plan means the ability to share and vet concepts against business objectives to 1) inform design decisions, 2) validate assumptions, and 3) reduce the overall cost of development success https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101609913-00XKY7GYO1S7Y7KUK0CW/UXR_9.jpg Work - User Experience Research (UXR) - Sorting cards. Organizing ideas into categories with labels can make future searching and use easier because it comes from an intuitive place, a place where both big and small ideas got heard https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600102842686-6Q2VQ2FROZ1TK6J1SXJN/UXR_12.png Work - User Experience Research (UXR) *This example report contains no true information. It is for your visual reference and enjoyment only. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101723035-Q8AYU7K2AWZ0K2KS16KA/UXR_11.png Work - User Experience Research (UXR) - Delivering action-oriented results. Presenting findings in a report or project kick-off to ensure cross-functional teams have everything they need to build user-centered solutions (e.g. Personas, competitive analysis, journey maps, service blueprints, action plans). The goal is always to build in little pieces of customized information that can travel on their own through different departments, while still carrying the single core message: how to provide the best user experience. https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1600101739581-UNODAW78RVGQ65993OVS/UXR_10.png Work - User Experience Research (UXR) - Framing (and reframing) solutions. Using clear, visual prototypes and statistically-focused questions to understand the value a system supplies, whether physical or digital, to 1) identify problem areas, 2) narrow engagement issues, and 3) measure what improvements come with improved designs https://nicolefly.com/work/customer-journey-mapping monthly 0.5 2020-09-14 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347148118-GDOS9XTXKV4UO0F7ZFMX/Journey_3.png Work - Customer Journey Mapping - Charting the insights. Starting with the known stages of user interaction, then pulling back the curtain on all the subtasks and sub-interactions that are part of the experience, paying particular attention to the emotional highs and lows https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347167407-WWNF5A9II5TPMUWORJLZ/Journey_4.png Work - Customer Journey Mapping - Sharing the results. Showing a visual of the “normal” baseline to offer transparency to all steps, give context for needs, clarify customer end goals, identify areas for improvement, and recommend projects key to customer retention https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347132035-OO0FKSPB9HCUKFUBT7BA/Journey_2.png Work - Customer Journey Mapping - Reaching out. Internal interviews, online surveys, field visits, phone calls – all to gather qualitative and quantitative data about the customer experience from first contact through engagement and long-term loyalty https://nicolefly.com/work/brand-building monthly 0.5 2020-09-09 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1591125037886-VB7AWOI4FUKQUP77620Q/Otrio_5.jpg Work - Brand Building https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347039784-IKOY3QNRXZXW29R28RGS/Otrio_2.png Work - Brand Building - Devising a strategy. Planning each stage of development, considering how tasks relate to one another as well as the holiday schedule: R&D, Graphic Design, Copywriting, coordination with Operations, Management review, and Production https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347070354-I1YZ41433HGB4XQE0PZI/Otrio_4.png Work - Brand Building - Forging ahead. Technical drawings, 3D files, die lines, pack-out guides - everything the Production Team needs in order to successfully manufacture, ship, and sell the product to local (and international!) distributors https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595959914298-1IG7BQ6DQIM7GJUFJX1V/Marbles-Brand.jpg Work - Brand Building https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347053568-0GRE7D5I4XJ2WIHDZQAR/Otrio_3.png Work - Brand Building - Defining what mass-market products need. Creating a "big grand vision" board to give the concept a story for Management and Marketing to build around, especially when it comes to things like design style, packaging, and MSRP goals https://nicolefly.com/work/robotic-vacuum-research monthly 0.5 2020-09-14 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347271334-4SRI08H1RG91VZQ2LMGN/Robot_4.png Work - Human–Computer Interaction - Defining the new normal. Comparing and contrasting manual processes vs. robotic to mitigate risks, improve effectiveness, reduce user errors, and ultimately offer real-time, relevant information in the field https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347253822-XPQIZCTDEJVJ2V6J4Q6G/Robot_3.jpg Work - Human–Computer Interaction - Networking with the experts. Working with end users to understand ergonomics and feature requirements, supervisors to understand efficiency goals, and management to understand support needs https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347237830-7FLPW3K12HXO1SB2GOAD/Robot_2.png Work - Human–Computer Interaction - Starting with the known. Developing a step-by-step understanding of how users work with the current, manual machine and what challenges humans face when it comes to processes and environments https://nicolefly.com/work/game-and-packaging-design monthly 0.5 2020-08-01 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1591125408608-FYAVP958I608AV0SN23Q/Rock_5.jpg Work - Game & Packaging Design https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595448622670-JQF8TZ2IRUTWIRRERH62/Rock_4.png Work - Game & Packaging Design - Eureka! I've got it! Building the full spectrum of files necessary to take the product into production, the brand into the market, and the line to the next level https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595347332407-KTI2P9K899MCB0PAXGP1/Rock_3.jpg Work - Game & Packaging Design - Disturbing a few circles. Adapting manufacturing plans to ensure ideal rockability (ex. changing from a hand-shaped and -sanded solid wooden piece to a molded wood composite) https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1595448610430-312G8M5O4V8K2TU1FQ1N/Rock_2.jpg Work - Game & Packaging Design - Building a story to rally around. Starting with the known goals for gameplay and finding inspiration to take them further through ancient Greek mathematics, modern but natural colors, wood textures, and unique storage systems https://nicolefly.com/work/competitive-auditing monthly 0.5 2020-08-06 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596248668590-BJ3XNZ85OXMS9PQ1RU7W/Competitors_2.jpg Work - Competitive Auditing - Reverse engineering their results. Utilizing marketing materials, websites, shareholder reports, and business insights to visually portray how the competition models their business https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596249678386-I5ZBVAPQQ7M16MRQLVA3/Competitors_5.jpg Work - Competitive Auditing https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596248549373-1U2G2YZKCCKSO5GOW1EK/Competitors_4.jpg Work - Competitive Auditing - Predicting the (predictable) future. Determining what actions are most likely to be taken by the competition based on their motivations, capabilities, past reactions to outside forces, and previous successes in order to anticipate any confrontations ahead and how to best turn the tides in your favor https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596248689895-NDUZ3V5P82YLVYEIH9PW/Competitors_3.jpg Work - Competitive Auditing - Accurately assessing the situation. Building honest reviews of their internal strengths and weaknesses and external opportunities and threats, then analyzing how combinations of these characteristics might yield advantages, as well as places of vulnerability https://nicolefly.com/work/product-management monthly 0.5 2020-08-01 https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596249433609-V8DFBQGVRK2L0O5PG7GF/User_3.jpg Work - Product Management - Connecting values, needs, and timing. Delving into the current state of things, the preferred state, and the ideal future state; discussing systems and processes that work well, and opportunities for digital integration https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596249477744-PK6QRAJMBAPA59GA0CP2/User_4+.jpg Work - Product Management - Detailing out ranked summaries. Breaking the original big concepts into smaller goals ranked according to customer insights, then working with department leaders and cross-functional teams working in tandem to bring revenue-driving ideas to life https://images.squarespace-cdn.com/content/v1/5ebb00f108dcb073c01abebe/1596249420525-FU68T9YECNQBMFAQ15GE/User_2.jpg Work - Product Management - Identifying target customers. Beginning with a broad exploration of the whole market and general consumer needs, then narrowing scope as customers with the greatest need and strongest fit are identified