Doug Bassett
Doug Bassett is a Hands-On User Experience Design Leader specializing in vision, strategy, storytelling, and building design teams to drive user delight and business outcomes.
Outcome Driven
Design Leadership
6 Teams directed
in a single leadership role with up to 13 direct reports.
45Million Users impacted
by products I've led, built, and shipped.
12+ Years of leadership
across agency, in-house, B2C, B2B, and non-profit design communities.
Continuous growth,
annual recurring revenue (ARR) increasing by $65M.
Quarter-over-quarter growth rates of 7%, 8%, 18%, and 30%, respectively.
People first, results matter, but you will always ship your culture.
Projects
Immersive Interactive Museum Experience
Strategy, Vision, Direction, Design
When we developed the app for the General George Patton Museum of Leadership, our goal was to create an engaging and informative experience for visitors. Here's how we approached it:
Building the App
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Guided Tours and Audio Narratives:
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We designed the app to provide visitors with detailed information about exhibits, including audio narratives that offered insights into historical artifacts and events.
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We implemented interactive maps to help users navigate the museum, ensuring they didn't miss key exhibits.
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Personalized Recommendations:
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We used visitor data to suggest exhibits based on their interests, which increased engagement and encouraged return visits.
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We offered personalized tours tailored to individual preferences, such as focusing on specific military campaigns or leadership strategies.
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Augmented Reality (AR) Experiences:
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We brought historical artifacts to life by overlaying digital content onto physical exhibits.
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We used AR to recreate historical scenes or demonstrate military tactics, providing a more immersive learning experience.
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Gamification and Challenges:
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We incorporated a points system where visitors earned rewards for completing challenges or quizzes related to the exhibits.
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We encouraged competition by displaying leaderboards, which fostered engagement and encouraged repeat visits.
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Accessibility and Planning Tools:
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We included features to help visitors plan their visit, such as ticket purchasing, opening hours, and accessibility information.
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We provided real-time updates on special events or temporary exhibitions.
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Extended Learning Opportunities:
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We allowed visitors to access additional content beyond the museum walls, such as videos, podcasts, or articles related to the exhibits.
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We facilitated social interactions by enabling visitors to share their experiences or discuss exhibits on the app.
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By integrating these features, we created an app that significantly enhanced the visitor experience at the Patton Museum of Leadership, making it more engaging, interactive, and memorable.​​​​​​​​
Visioneering SaaS Experience
Strategy, Vision, Direction, Design
I influenced and directed a cross functional team to develop a human-centered SaaS strategy for our B2B Dealer customers. This involved collaborating with various stakeholders to guide the strategy and set the initial vision for our proposed solution. Actively involving all team members in the strategy's design and execution led to greater engagement and understanding. The process included identifying our strategic problem, framing a focused question, generating possibilities, identifying barriers, testing for insights, and making informed choices. This collaborative decision-making approach not only addresses immediate challenges but also provides a clearer vision for the overall direction, contributing to the success and enjoyment of the design sprint and seeing outcomes come to fruition.
Visioneering Account Experience
Strategy, Vision, Direction, Design
Our reps are in the field meeting with their dealer accounts each day. We road along with six different reps to interview and observe their tasks.
Seeking understanding for the practicality of the role. We found many discrepancies with the way the business wanted them to perform and what was realistic. gaining empathy and observing tasks and time on tasks allowed us to better define them and their customer. Immersed in empathy maps, journey maps and persona maps, we had a great understanding of pain points and opportunities. We synthesized and setup a priority matrix to begin design and achieve UX outcomes.
Visioneering Team Growth and Culture
Strategy, Vision, Direction, Design
Visioning team growth and culture involves a comprehensive approach that assesses various aspects crucial for organizational development. First, I evaluating skills within the team which is essential to understand the current capabilities and identify areas for improvement. I then developed a learning plan, another key component, ensuring that our team members have access to training, mentorship, and resources to enhance their skills continuously. Critiquing processes and outcomes allowed for constructive feedback loops that drove improvement and innovation within the team. Additionally, measuring key performance indicators (KPIs) provided a quantitative assessment of progress towards goals, enabling the team to track success and make informed decisions steering them towards growth and a positive culture. My vision for a holistic approach to encompasses skill development, learning strategies, critical evaluation, and performance measurement, fostered a culture of continuous improvement and achievement of outcomes.
Visioneering Travel
Experience
Transforming the Travel Experience
The current travel experience can often feel disjointed and frustrating. From booking to hotel stay and return, the various steps can feel disconnected and cumbersome. Hotel check-in, in particular, is commonly cited as a hassle, and the amenities and features provided by hotels tend to be quite basic, focusing mainly on bed size or smoking preferences.
Personalized hotel experiences are few and far between. Travelers are often left feeling like just another anonymous guest, with little control or customization over their stay.
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Smart Travelr aims to change all that by taking responsibility off the user's shoulders and providing a truly integrated, personalized travel experience. It can monitor traffic, adjust travel times, book flights, handle check-in and check-out, and even give you control over all the IoT-enabled room amenities. This includes everything from lighting and TV to automated requests for extra towels. The system is fully integrated with hotel apps, so you don't even need to worry about downloading or using them.
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Various Design Experiences
Vision, Direction, Design in Motion
View a breath of work spanning scripts, storyboards shooting, editing, motion graphics, 3D animation, illustration, Logo design across platforms such as AR, VR, print, outdoor, broadcast, native apps, web, and large format display
Leadership Philosophy
My behaviors and actions stem from the belief that leadership isn’t about having all the answers, all the time. The best leaders do so much more—we are human-centered, make people around us better, and know how to ask the right questions. We start with curiosity and make space for others to show up as their authentic selves to have a superior culture and innovative products that delight users. We look at how all of us can grow as leaders in the workplace, how to reduce friction, and how to adapt to a changing and often ambiguous marketplace.