https://www.ally-tom.com/gallery daily 0.75 2017-04-17 https://images.squarespace-cdn.com/content/v1/57c71bf09de4bb8daeadcbb3/1483643598377-UKVPZZ6SXG514X22S4HB/Florist0239.jpg Gallery https://www.ally-tom.com/work daily 0.75 2021-10-16 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508884091372-ZEFSSJ9LTET7AL2BJ7AN/Persona.png Work User Persona & Scenario https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508734501558-YRSWVB6YCV1RSPD4D35B/puddle+view.png Work - 12 Hour "Puddle" Clock We developed the “puddle” 12-hour view to help associate individual acts with time as well as provide clearer measurements. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508888240792-I1L8YGREUYTQ1J669G9H/App+Goals.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508738189884-O4CK0TI05AEKOE5W3ZYL/image-asset.png Work - Learn SPU had a lot of valuable resources and relevant media that was not getting accessed by their customer. The Learn section was created to help educate and inform the user of community news, tips, and rebate offers. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508738568867-CXA9WVWGI5ZXMEYOST6N/my+account.png Work - Act Aside from the personal information about our user, the Account section also holds a checklist of actionable items that the user can do to reduce water use in "My Milestones". It also holds contact information for SPU for emergencies. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508883614029-32UQSX3GRQ4KO0B7IU4S/Solution+Statement.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508737589513-XI0LS1Q9Y4S8Q3HLJG3Y/month+view.png Work - Week & Year Bar Graph For the week and full year views, we stayed with the bar graph as it was the simplest way to display large quantities. We added markers within the graphs to indicate the community average water use and the suggested level of use to provide context for the individual household compared to their environment. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1513056745442-JET8TXMF2RXOQCQINQT2/Desktop.png Work - SEATTLE PUBLIC UTILITIES Seattle Public Utilities (SPU) provides water to over 1.4 million residents in the Seattle area, but customers are not conserving their water use enough to satisfy city planners in an environment of rapid population growth. My team created an app that integrated new technology to track water usage in real-time and inspire users to conserve. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508950059128-PTSGV44QZXTKG98LJKC5/Empathy+Map.png Work We created an Empathy Map to synthesize data from User Interviews and Surveys. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508878337660-UE1QVPDTXIBL97EJK1IZ/image-asset.png Work - Full Month Calendar For the month view, we visualized the data in a calendar style where the circle size and intensity of color differs based on the day’s use to better help determine the heaviest days. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508734061229-US1XQPVM5NWI0DKWEF6B/giphy.gif Work A Mobile App that allows users to track & understand their water usage and inspire them to reduce. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508883176924-YLCJLNYQY2TSNDTP6FB1/Water+Drop.jpg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508883191091-6JB3B3VMWE9ADNM624LM/User+Problem.jpg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1510644941412-456XQL7CRX0UWEBOBSA7/IMG_3767.jpg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509134468727-VI7WTR8CT1ACZ0NYWJ77/giphy+%282%29.gif Work - Costume Closet Helping Parents find Great Costumes for Great Kids. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509058671911-G38DV3FA73FWPVAPP33W/Desktop+Copy.png Work Kids have the same goal of having a great time but their expectations can be vastly different from what their parents expect. For kids, having a great costume is what makes Halloween fun. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508976370003-AXLOQ2Y4H3ZEKYUI0HNG/Journey+Map.001.jpeg Work Jane's Scenario & Journey Map https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509133885513-ITX30WTCD529HHPZ86CV/item+page.001.jpeg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509127866780-MWRP84URGK1WIH9PVOUI/Competitive+Analysis.png Work Competitive Analysis https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1510645416702-876G2T750ZNV9P9MVR7F/Comparative+Analysis.png Work Comparative Analysis https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509058665083-PH43JY8XEVKA5E6JGZ00/Desktop.png Work Surveys and interviews that I conducted with parents revealed mixed feelings about to the costume hunting experience. The overarching goal is for their child to have a great time on Halloween but a lot of things go into how a child gets a costume that the child may not be aware of. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509132965018-GP65RKMKBUDDW5QL23NC/User+Flow.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509134076536-Q9IBB3A9YSHA6QTLGKOQ/filtering.001.jpeg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509127571002-DS3NGXCHVYNZY47SV3M6/Spirit.jpg Work Spirit Halloween Store https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509064784272-C3G1IS2BCOEXHW5UZURA/Persona+Headshot.png Work Persona created from User Interviews & Survey Data https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1509062015782-T48NA75LZWYH22WDZPQ0/Empathy+Map.png Work Empathy Map https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1511898717910-O79B60HLQUVZXGCQ484O/marlow+hero.jpg Work - Marlow Redesign the homepage and onboarding process for Marlow, a digital career coaching platform helping unengaged and unhappy millennial office workers design their careers. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512594545727-WEZVNJBMKLQDCMG4I5US/Desktop+HD+Copy.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1511999708967-S61ICIF5NDGMAQQZB8L4/Interviews.png Work - Different personas felt the same pain points Survey data from 40+ Marlow Beta users and interviews with 6 users, at different stages of their career and with different goals, revealed similarities in how they were experiencing Marlow. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512546324132-21L6ECC2F0KN82NY2OSX/interview+synthesis.png Work - They weren't fully sure what Marlow had to offer and no clear expectations of their time commitment Which would lead to feelings of guilt for not committing enough time to utilize the full capabilities of Marlow. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512586927176-XBEQULZZRJ75ZOHJS9QU/image-asset.png Work - Design a homepage and onboarding experience that will set up expectations of the Marlow coaching experience. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512175426354-OI5MSD9MPIUNAATNWSTH/goals.png Work - Users are pursuing career coaching to achieve personal fulfillment in their careers https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512602039292-KKTP1IH2XS2V4W5KCU19/homepage+wireframe.jpg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512546690408-ETFPSPV10ZXCIG6HPL2V/image-asset.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1508968153900-EJQX31PZ53MWBYS9AROI/giphy+%282%29.gif Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512671407837-U27GP5GF4CHJ49KMWBJ6/IMG_3535.jpg Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1513575606185-VCVHW2OSICSF87OTV0EA/Desktop.png Work https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1513798079538-FLJDLUGLE0X8UQFHRLQK/Desktop+HD.jpg Work https://www.ally-tom.com/blog daily 0.75 2018-01-15 https://www.ally-tom.com/work-1 daily 0.75 2025-09-18 https://www.ally-tom.com/home daily 1.0 2026-01-09 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/2521cc75-ca95-4976-86ad-b30ee56debed/IMG_4542.png Home - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.ally-tom.com/about daily 0.75 2018-08-15 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1512603766213-JPF1MNI7FZH66627DT9P/image-asset.png About https://www.ally-tom.com/daily-ui-challenge daily 0.75 2018-05-08 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1521144613581-W4AN2MYUC868U4CK2E69/image-asset.jpeg Daily UI - Day 7: Settings Settings page for Spoiler Alert from Days 1 & 5 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1525818972060-5FRLPONIZZ11H1H99GF1/image-asset.png Daily UI - Day 8: 404 page 404 error page for Costume Closet from Day 3 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1515626393415-2NBM1RDMBBQMR3TACOFL/Day+5.jpg Daily UI - Day 5: App Icon Created an App Icon for Spoiler Alert from Day 1! https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1515558816673-KFQG51YD3AK1TD3NLS0A/Day+3.jpg Daily UI - Day 3: Landing page Costume Closet: An E-Commerce Brand for Children's Costume Rentals https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1520981783436-ED6J2KTRS2W44VOBANKB/Day+6.jpg Daily UI - Day 6: Profile Page Profile page for an app for parents to find and book classes for their kids https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1515625237406-XKB3HSQW6DDRMT581TJZ/image-asset.jpeg Daily UI - Day 4: Calculator https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1515204470586-H8T5EK24CYKI81YW5L59/Day+2.png Daily UI - Day 2: Credit Card Checkout https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1513411334540-NLTAR11LB01ZGJSMUZBW/day1ui.jpg Daily UI - Day 1: Sign Up Spoiler Alert! An app to help users make alerts for their food to eat it before it goes bad https://www.ally-tom.com/seattlepublicutilities daily 0.75 2018-03-02 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517351390802-3VNB5KQ1SZQMX0A28OZ2/user+venn+diagram.png Seattle Public Utilities - iOS Mobile App Design https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516830438660-M87PK2WCGQBRL0W23QWC/Desktop.png Seattle Public Utilities - iOS Mobile App Design - Seattle Public utilities How might we encourage the average household to better conserve their water usage? This was a conceptual project. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517849102740-39PWEA49XEYRVDIFHRSZ/puddle+view.png Seattle Public Utilities - iOS Mobile App Design - "Puddle" Clock View We developed the “puddle” 12-hour view to help associate individual acts with time as well as provide clearer measurements. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517847393529-VH99RKBTP2AW2GHM3UIB/bar+biew.png Seattle Public Utilities - iOS Mobile App Design - Week & Year Bar Graph View For the week and full year views, we stayed with the bar graph as it was the simplest way to display large quantities. We added markers within the graphs to indicate the community average water use and the suggested level of useto provide context for the individual household compared to their environment. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517847393030-3CT7XD6PEKJ59C4V77O1/calendar+view.png Seattle Public Utilities - iOS Mobile App Design - Calendar Month View For the month view, we visualized the data in a calendar style where the circle size and intensity of color differs based on the day’s use to better help determine the heaviest days. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516836502812-TF545AEBM2T9KY4OVMA3/IMG_3783.jpg Seattle Public Utilities - iOS Mobile App Design https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516927838482-Z4VW0GYJW4PFQ8SZ8UDF/App+Goals.png Seattle Public Utilities - iOS Mobile App Design https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516668580244-IQHK724RGRFBPYBCQ83C/image-asset.png Seattle Public Utilities - iOS Mobile App Design https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516922038847-AYS4WSP89KDBRITFKX2Q/IMG_0106.JPG Seattle Public Utilities - iOS Mobile App Design Left: My 1st design sketch. When more water is used, the less water there is in the tank and the more distressed the animals in the tank become. This was more of a gamified approach to the problem. Right: A more data driven visualization where as water is used, the tank fills up https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517849239644-ETX9E3X8P1WULBV7NVF0/learn+view.png Seattle Public Utilities - iOS Mobile App Design - Learn SPU had a lot of valuable resources and relevant media that was not getting accessed by their customer. The Learn section was created to help educate and inform the user of community news, tips, and rebate offers. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517849249626-KEN9XVQQG3F5XXYFAHU4/my+account.png Seattle Public Utilities - iOS Mobile App Design - Act - Account Screen Aside from the personal information about our user, the Account section also holds a checklist of actionable items that the user can do to reduce water use in "My Milestones". It also holds contact information for SPU for emergencies. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516667397926-0MD3VG2IPZSS6BFZ6RLT/bill.png Seattle Public Utilities - iOS Mobile App Design The only touchpoint between SPU and customers was the bill, making a dry, confusing, and financially reliant relationship. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1516925400933-89CERXBE9G6VH6DH2BSQ/designstrategy.png Seattle Public Utilities - iOS Mobile App Design https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1517939086150-NPZQEPR2P3W041Y8UBUR/Thumbnail.png Seattle Public Utilities - iOS Mobile App Design https://www.ally-tom.com/new-page-1 daily 0.75 2021-10-25 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/06289d4b-ff42-44bb-b81c-a5fb8983f126/Dribbble+shot+HD+-+1.jpg New Page https://www.ally-tom.com/job-search daily 0.75 2025-09-18 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/e31d400a-7f36-4f23-b720-05659a9be62c/Frame+1.jpg Job Search - Concept Testing Users told us that multi-selecting categories at all levels was visually too much, but no multi-selecting didn’t allow for the desired breadth of results. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/7cdaa55a-1d9a-487a-bc86-ed0dc9a2b5fe/2021-10-24_22-53-29.png Job Search - Treatment 1 increased filter usage by 22% & allocate-to-hire metrics by 6% https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/883092e2-145a-4554-ab5a-bc8756bab2da/2021-10-22_18-27-04.jpg Job Search - Make it stand out Multiple Freelancers Fitler (Feb 2021) https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1634518498327-YGLNJ7FA3YTE9ZSAPUZ5/Screen+Shot+2021-10-17+at+5.52.14+PM.png Job Search - Job Search Upwork’s work marketplace connects independent talent and clients to get work done. Job search is a core experience for the marketplace, giving talent the controls to find the jobs that are the right fit for them. https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/543aad1b-0674-4046-8f76-1728c3b8f1ff/Dribbble+shot+-+1.jpg Job Search - Make it stand out Competitive and Comparative Research https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/1582065c-86f5-43f9-8d1c-8452dfe7da87/2021-10-22_11-13-34.png Job Search - Learned behaviors to compensate for a confusing system & UI Filters hidden behind a button making them hard to discover Broad keyword searches with very little filter usage so they don’t exclude a potential job Refreshing the page often and little pagination because users perceived that most recent is most likely to be won https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/758fa3a8-2e52-47c1-8b68-e93300508e1b/2021-10-24_22-53-29.png Job Search - Make it stand out Treatment 1 only tested changing the layout, keeping the same filters https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/278a4b51-ebce-43c9-94aa-73d1e5fede55/2021-10-22_18-24-33.jpg Job Search - Make it stand out Hourly Rate Range Filter (Feb 2021) https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/7d21e1f6-71bc-4f7b-8e82-ce33924bb62a/Machine+Learning+L2+multi-select.png Job Search - Make it stand out Treatment 2 tested changing the layout & introducing new Category filters https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/690f9ec5-5045-4dd3-a38b-e4bd86557870/2021-10-24_22-52-06.png Job Search - Make it stand out Control https://www.ally-tom.com/about-1 daily 0.75 2026-01-09 https://images.squarespace-cdn.com/content/v1/59ea6ecda8b2b0e99cffe5bf/fc809695-b315-4398-bc52-1a48bf61b348/Workshop+Ally.jpg About - Make it stand out Leading a virtual design jam with multiple cross-functional partners including other Product Designers, UX Researchers, Content Designers, Product Managers and Marketing https://www.ally-tom.com/new-page-3 daily 0.75 2023-02-22 https://www.ally-tom.com/social-sofia daily 0.75 2025-05-09 https://www.ally-tom.com/resume-sofia daily 0.75 2025-05-09 https://images.squarespace-cdn.com/content/v1/58d00f106b8f5b01c8e73f52/1491858366054-VN3632LUL8YNY0SH4RCQ/color-3.png Resume https://www.ally-tom.com/contact-sofia daily 0.75 2025-05-09 https://images.squarespace-cdn.com/content/v1/58d00f106b8f5b01c8e73f52/1491858427382-L46N6OML0EQRY4L20YNX/color-3.png Contact https://www.ally-tom.com/services-and-pricing-sofia daily 0.75 2025-05-09 https://www.ally-tom.com/testimonials-sofia daily 0.75 2025-05-09 https://www.ally-tom.com/ledger daily 0.75 2025-09-18 https://www.ally-tom.com/rakuten-search daily 0.75 2025-09-18