About Kazumi Terada - Available for hire - Born in Tokyo, Lived in Dallas, Lives in New York. US Citizen. Bilingual. - Parsons School of Design, BFA in Architecture - Work Experience: Panasonic, Shutterstock, Vibrant Media, Bertelsmann - Building websites since the 90’s - UX Design Immersive Certificate from General Assembly, May 2016 - Co-founder of a design firm and a non-profit

1. KAZUMI TERADA
UX DESIGN PORTFOLIO

2. 2
KAZUMI TERADA @kamitera
PROFILE
• Born in Tokyo, Lived in Dallas, Lives in New York. US Citizen. Bilingual.
• Parsons School of Design, BFA in Architecture
• Work Experience: Panasonic, Shutterstock, Vibrant Media, Bertelsmann
• Building websites since the 90’s
• UX Design Immersive Certificate from General Assembly, May 2016
• Co-founder of a design firm and a non-profit
While I was in at Parsons in the
90’s, I got fascinated with “The
Internet” and after graduating,
began working as a web designer
at Pixelpark (Bertelsmann). Later, I
was selected as a project manager
to launch BOL.com, Bertelsmann’s
media e-commerce site, which
launched in Japan before Amazon.
After Sept. 11, 2001, I wanted to
give back and co-founded a non-
profit organization and became a
board member of a yoga school.
In 2004, I co-founded a design
firm, Fifth Line Group, selected as
one of the participating businesses
for NY Designs incubator. After
2008 financial crisis wiped out all
our clients, I found work at
Panasonic Design Center of
America (PDCA). For over four
years, I was involved in advance
development of various B2C and
B2B Panasonic products for the
North/South American market,
collaborating with top design firms
across US.
Some involved industrial design,
while other projects were UI/UX
development for a variety of
products such as digital cameras,
3D TV’s, washing machines, and
retail POS systems. After PDCA
closed down, I was hired as a
Japanese UX specialist at
Shutterstock.com, improving the
usability of their website for
J a p a n e s e c u s t o m e r s , a n d
retranslating their image search
database.
When Shutterstock Japan project
completed, I decided to go back to
school to update my skills in UX,
a n d t o o k t h e U X D e s i g n
Immersive course at General
Assembly. The program confirmed
that what I have been doing since
the 90’s in the web space applies
to the mobile space, and that I was
“doing UX” all along. I hope to be
able to bring my experience,
resilience, leadership, and design
skills to make a difference for your
company.

3. “It is my nature to deeply observe human nature and derive actionable insights”

4. Without context, nothing can
occur. Context is the sublime,
unspoken backstory that
determines the physical outcome
and results. Identify and transform
context to change outcome.
CONTEXT IS
EVERYTHING.
Answers exist in the depths of
Silence, which speaks volumes and
will often shed light to blind spots.
It is my nature to deeply observe
human nature and derive
actionable insights.
ACTIVELY LISTEN,
THEN SHUT UP.
There was a Japanese pottery
maker who would break 99% of
what he made. Pottery or apps, it’s
the same. Are you willing to break
the 99% to get to the 1%
masterpiece, rapidly and cost-
effectively?
SKETCH, IDEATE, PROTOTYPE
AND BREAK…FAST.
It’s time to launch that 1%
masterpiece. Does it delight the
users? Is it seamlessly usable?
Suddenly, power users and ‘edge’
users will appear out of nowhere.
At the same time, you can’t design
everything for everyone. Go back
and iterate again.
TEST, LAUNCH, AND
ITERATE AGAIN.
4
MY UX PHILOSOPHY
FROM CONTEXT TO IDEATION

5. UX PROTOTYPING
USER TESTING
ITERATING
What are the micro & macro contexts?
(Research, User and Stakeholder Interviews,
Workshops, User Surveys, SWOT, Brand Grids)
TIP: Listen actively with empathy
What are design actionable insights? (User Needs, Touchpoints)
Who are we designing for? (Personas, User Journey, Affinity Mapping)
What are we designing? (Design Ideation, Feature Prioritization)
DEVELOPMENT
for Production or Manufacture
QA
Test & Finalize
Is the scope clear?
What are the goals, expectations,
and UX literacy of the client?
LAUNCH PRODUCT!
DELIVERABLES
- Research Findings
- Initial Design Proposal
and Direction
DELIVERABLES
- Specific Solutions
- Design Proposal
- Documentation
5
MY UX DESIGN CYCLE
CONTEXT x RESEARCH x IDEATION x PROTOTYPE x ITERATION x LAUNCH
RINSE & REPEAT AGAIN!
client approval
client approval and
handoff (depending on scope)
KICKOFF
DISCOVERY IDEATION
UX could get involved here as well,
depending on scope.

6. 6
MY UX TOOLBOX
DIGITAL AND ANALOG
✓ DIGITAL TOOLS INCLUDE: Sketch, Axure, Omnigraffle, InVision, Marvel, POP, Framer, Proto.io,
Photoshop, Illustrator, InDesign, Premiere, Experience Design, Keynote, Powerpoint, HTML, etc.
✓ ANALOG TOOLS INCLUDE: User interview ‘shorthand’ note taking (cultivated from being an interpreter),
Stickies, Whiteboards, Sign Pen by Pentel, Copic Markers, LEGO, etc.

7. PORTFOLIO - UX PROJECTS
PERCHWELL
JOHNSON & JOHNSON
SHUTTERSTOCK.COM
PANASONIC

8. Perchwell is a real estate search app for
searching properties for sale in NYC. It was
launched in iOS in April 2016. Our team of three
at General Assembly were given one month to
improve the onboarding tutorial process and any
additional improvements if time allowed.
What makes Perchwell unique is that it lets users
create market report data visualizations with a
wide variety of metrics. These beautiful charts can
be a great tool for real estate agents and an eye
candy for real estate due diligence fanatics.
It also has a proprietary algorithm called
“Perch Price”, that takes into consideration the
total cost of ownership over the years including
property taxes and maintenance.
In user testing, no one understood “Perch Price”.
Perchwell iOS App Onboarding Project
8
PERCHWELL
Real Estate iOS App Onboarding Project May 2016

9. Research Included: • Stakeholder interviews
including the founder and real estate agents
• Contextual & Competitive analysis.
Persona creation based on user interviews Design Insights, Sketching and Wireframing
9
PERCHWELL
User Interviews, Persona Creation, and Sketching and Design Ideation

10. A: Sort menu now showing what it’s sorted by
B: Moved Icons off the photo
C: Moved Bed & Bath to the left
D: View icon changed to an Eye
A: View icon changed to an Eye
B: Compare icon changed to an actual scale
10
PERCHWELL
UI Redesign
v

11. 11
PERCHWELL
Taxonomy Analysis and Suggested UI Change
12 Categories were reduced to 6 categories by combining redundant subcategories

12. A: Took out initial category selection page by combining “Current” and
“Historical” categories into one, narrowing 12 categories down to 6.
B & C: Redesigned Median & Premium icons.
A: Replaced the overlay three view page, with three icons that shoot out
of the “VIew” icon, directly from the filtered result page. Reinforces
connection between results and three ways to view them.
12
PERCHWELL
UI Redesign

13. 13
PERCHWELL
Prototype
Feature Prioritization
After meeting with the client, we prioritized which
feature should stay in the final prototype.
Prototype on InVision
https://invis.io/JQ7E36YRY

14. 14
SHUTTERSTOCK
Complete Retranslation of Image Search Database and Micro-copywriting for UI 2013 - 2015
• Image database search keywords (50k+ words) were retranslated for accuracy and cultural relevance.
• Key microcopy throughout the site was proofread and retranslated.
• Validated through extremely successful A/B tests and improvements in conversion.

15. Washing Machine UI
Project managed washing
machine touch-screen UI
project with a renowned
digital agency.
Future of Retail UX
Collaborated with a design
firm to create future retail UX
combining security cameras,
motion tracking, large
screens, LED touchscreen
mirrors, smartphone, and
POS system.
Digital Camera UI
With a design firm and
Panasonic in-house
industrial designer,
participated in design
ideation project to create
new UI style guide for
Lumix digital cameras.
3DTV UI/UX Projects
With several agencies,
project managed the
future of TV viewing
experience with 3D TV’s.
15
PANASONIC
UX/UI Project Management with Various Top Design Firms Across US 2008 - 2013

16. 16
PANASONIC
FUTURE CRAFT Ideation Process, Translation from Japanese and Editing in English 2012
Company-Wide Design Philosophy
Participated in a company-wide effort to create
“design philosophy” that will be used as the
common theme across all Panasonic products. The
word “Future Craft” was something my colleague
and I came up with, and then translated and edited.
We advocated for it, and ultimately, it got selected
as the final ‘tagline’ for the philosophy,
https://www.youtube.com/watch?v=rlZQdsX-kEI

17. OTHER PROJECTS
GENERAL ASSEMBLY PROJECTS
ARCHITECTURE
PHOTOGRAPHY
MAKE / DRAW
NON-PROFIT & SOCIAL ENTERPRISES

18. Heuristics and Contextual Analysis Persona creation Design Ideation and Feature Prioritization
sessions on the whiteboard
18
HOTELTONIGHT
GA Student Project - Improve HotelTonight App in Android OS - With a team of 3, in 2 Weeks April 2016

19. Taxonomy: Confusing Hotel categories were
rewritten, and the explanations were edited
down to one line.
Wireframes for the prototype: Added
onboarding process for new users.
View Prototype in action:
https://invis.io/NG70JETS3
19
HOTELTONIGHT
Created On-boarding for New Users

20. Fishs Eddy is a retailer that sells both vintage and
unique, kitschy original products.
After contextual research, card-sorting and
taxonomy analysis, I proposed a new system for
categorizing vintage vs. non-vintage product, and
added a filter that allows for ‘emotional’ search
(funny, artsy, nostalgic, optimistic, etc.)
Both mobile & desktop prototypes were created.
20
FISHS EDDY
GA Student Project - Redesign FishsEddy.com into Mobile First Site - Solo Project, 2 weeks March 2016

21. 21
FISHS EDDY
Wall Lo-Fi Wireframes to Understand Competitors’ Product Pages and Checkout Process

22. Mobile Prototype: https://marvelapp.com/2e5hgc4
Desktop Prototype: https://invis.io/VY6UXNT7J
22
FISHS EDDY
Low Fidelity Wireframe - Mobile Prototype

23. 23
NASA CLIMATE CHANGE GAME “CLIMATE IDK”
Users are presented with climate-change related information nugget, then they get to play an
‘addictive’ casual game (which could be a partnership with pre-existing games). After playing, they have
pass a quiz, in order to go back to the ‘addictive’ game. Prototype: https://marvelapp.com/1376ebb
GA Student Project - Game to Promote Climate Change Awareness - With a team of 3, in 2 Weeks April 2016

24. 24
ARCHITECTURE
I like to build.
Planetarium by the River Flatiron Tourist Information Booth Maritime Museum
Rem Koolhaas Villa 3D Rendering

25. 25
PHOTOGRAPHY
I like to document.

26. 26
PAINTING / ILLUSTRATION / LOGO
I like to draw.

27. Queens Apiary
Launched via Kickstarter by
Kazumi Terada and Phil
Cohen, Queens Apiary is an
urban beekeeping social
enterprise based in Queens
http://www.queensapiary.com
Off-Grid Living Center
Planned to be located in plots
of land totaling 7 acres in
upstate New York near
Hunter Mountain, it will be a
place for various experiments
to take place in off-grid living,
meditation, and martial arts.
Vision Board on Pinterest
https://www.pinterest.com/kamitera/earth-apiary-vision-board/
NY de Volunteer
Co-founded by Noriko Hino
and Kazumi Terada, NY de
Volunteer is a non-profit
organization to mobilize
the Japanese community
for civic engagement.
http://www.nydv.org
Mahayogi Yoga Mission
MYM NY was established
by disciples in 1996 to
disseminate the Universal
Teachings of Yoga taught
by Shri Mahayogi
Board member since 2000.
http://www.mahayogiygoamission.org
27
NON-PROFIT & SOCIAL ENTERPRISES
This is what I do when I’m not working.

28. kamitera@gmail.com
646-209-4565
Portfolio: http://www.kazumiterada.com
LinkedIn: http://www.linkedin.com/in/kazumi
@kamitera