Writing Experience

Elizabeth G FaganLifelong habits of reading and writing led me first to a BA in English (Grinnell College, Grinnell, IA & UIC, Chicago) and then to an MA in Linguistics with specialization in Teaching English as a Second Language (UIC, Chicago). I taught English part-time (ESL Instructor, Triton College, River Grove, IL) but needed a more income.

I completed a Chicago Manual of Style copyediting program (U of C, Chicago, IL) and landed a full-time position as Assistant Editor in Rand McNally’s World Atlas Division (Skokie, IL). I was promoted to Editor, then to Senior Editor. I became an award-winning book author/editor and one-time Employee of the Year.

When the internet came along in the late 1990s, I saw it an another—very exciting—form of publishing. I was operating my own writing business, EGF Consulting, at the time. I wrote user guides, then early Windows Help systems. When Microsoft moved to HTML-based help, I taught myself HTML and started writing and coding those. I obtained a Web Developer Certificate (DePaul University, Chicago, IL). Some people perceived an incongruence when I said that I wrote and I coded equally. But writing code requires as much creative thinking as any other art form.

One day, an email from Microsoft recruiting arrived. The sender asked me to become a full-time Help Author at Microsoft in Redmond, WA. I nearly fell out of my chair; it was no joke. But I was a Chicagoan married to a Chicagoan. I accepted a four-month contract to work onsite at Microsoft, where I wrote help topics and participated in usability testing for Windows 2000. It was a great experience. (Yes, I saw Bill G.)

At HSBC (Chicago, IL, full-time), I became Principal Content Developer, a position that combined writing, user experience design, and front-end code. As web teams expanded, I found my place as User Experience Architect/Designer (Walgreens.com, Deerfield, IL & Grainger.com, Lake Forest, IL, contracts).

User Experience Summary

Our careers are more than bullet points on resumes. Think of your own career, with its unexpected turns and unanticipated opportunities. Remember how you weathered the ups and downs of our economy. Fagan’s career story naturally has its own twists and, relative to UX, is summarized as follows.

Early UX Experience

Elizabeth Fagan

Elizabeth G. Fagan

Fagan operated EGF Consulting, her sole proprietorship, continuously in Chicago between 1993 and 2000. She wrote user guides, then Windows Help systems. She was involved with Winwriters (now called WritersUA), the definitive resource group for Windows Help authors. When Microsoft moved to HTML-based help systems, she taught herself HTML and started writing those.

Fagan met and worked with Gloria J. Gery, an originator of user-centered design and the author of the groundbreaking book Electronic Performance Support Systems (Gery Assoc; September 1991). Together they designed software interfaces for United Airlines (Apollo booking software) and Montgomery Ward (POS application). Fagan learned the practices of customer-centric design. She performed user research and created user profiles and personas. She created a competitive analysis worksheet. Her project teams engaged in many rounds of usability testing with paper, Visual Basic, and HTML prototypes. Not only were the new interfaces easier to use, but completion rates of tasks such as booking reservations and completing sales rose markedly. Good user-experience design was good for business.

One day an email from a Microsoft recruiter arrived asking Fagan if she wanted a full-time, permanent job as Help Author at Microsoft’s main campus in Redmond, WA. Fagan was a Chicagoan married to a Chicagoan. She turned down the permanent move to Seattle, negotiating instead a contract and temporary housing. She worked on the Help System for Windows at Microsoft in Redmond. She also participated in Microsoft’s usability-testing regimen.

Working for Oprah Winfrey

OATS video on Oprah.com

Video on Oprah.com

On returning to Chicago, Fagan started coding websites. She earned a Web Developer Certificate (DePaul University, Chicago, IL). Right out of school, she became a contract front-end coder for Oprah.com, Oprah Winfrey’s official website. She was hired full-time and ultimately promoted to Manager, Web Development. Fagan worked for Ms. Winfrey for a total of five years. Her close-knit team worked long hours, and they had a lot of fun.

It was an exciting time to work on websites. They grew from static pages to multifunctional online experiences. The Oprah.com team was a small one; everyone did everything. At first, they passed around content in emails and FTPed whole pages to the site. Soon they were working with Interwoven Teamsite, and productivity soared. Oprah’s fans enthusiastically flocked to her website and openly discussed its design on message boards. If fans did not understand or like something, the Oprah.com team came up with something better. It was on-the-job, guerrilla training in user-experience design.

Oprah.com’s Business Model

Although the web team created an online storefront for official Oprah Winfrey merchandise—tee shirts, coffee mugs, and certain items from Oprah’s annual “favorite things” lists—Oprah.com was not a major eCommerce site. The site’s revenue became linked to advertising. Fagan and the front-end coders worked hard to incorporate dynamic banner and right-rail advertising slots for every page on the site.

Slideshow on Oprah.com

Slideshow on Oprah.com

Plenty of advertisers were interested in Oprah.com. And web traffic was not a concern; Oprah.com had become Chicago’s most visited site. The challenge was to maximize the number times an ad was served. The answer was to create discrete web pages—thousands and thousands of them—with lots of links for cross traffic. Each episode of The Oprah Winfrey Show was accompanied by dozens of web pages. Each of Oprah’s endeavors—her book club, her charity work, her magazine, et al—was featured on Oprah.com. Shortly, advertising revenues more than supported Oprah.com. The front-end team, Fagan included, coded a lot of web pages.

At the World’s 4th-Largest Bank

Serving more than 47 million customers in 71 countries, the British bank HSBC is one of the world’s largest banking and financial services organizations.

HSBC hired Fagan as a contract web author and designer in 2006. A full-time offer came within weeks. The User Centered Design (UCD) team asked that her new role utilize the web-related skill sets she had acquired thus far. She was told to create her own job title and description. Fagan became HSBC’s full-time Principal Content Developer, a position that combined writing web content; designing the web pages she wrote; then coding and deploying them. She was also tasked with evangelizing UCD across the enterprise. To that end, she marketed her services across HSBC, writing white papers and giving presentations to support her efforts.

Fagan considers her most interesting project at HSBC to be rewriting and redesigning the websites of Beneficial and HFC.  Widely recognized names in the American home mortgage and refinancing sectors, the companies were recent HSBC acquisitions. Though Beneficial and HFC served different markets, they had merged. Their websites were identical but for branding. Fagan’s project team performed multivariate testing on different versions of the Beneficial/HFC.com home pages, an exciting process that produced interesting metrics. Going forward, analyzing metrics became integral to UCD’s process.

User Experience Architect/Designer

Web teams have evolved into large groups with highly defined roles. Fagan found her natural fit as an information architect, interface designer, usability expert; in other words, User Experience Architect or Web Designer. Her most recent projects have been working on responsive designs for large eCommerce sites such as Walgreens.com and Grainger.com. At Grainger, she led a small team to win the internal award Best Shopping Cart & One-Page Checkout Experience. The design became the basis of Grainger.com’s live shopping cart and checkout.

Fagan regularly works with product owners, product managers, project managers, graphic designers, content writers, user researchers, SEO experts, and others. Based on site metrics, she can create user profiles and stories. She can perform competitive analyses. She is able to create HTML prototypes and perform usability testing. Fagan advocates the user while negotiating trade-offs with stakeholders. Her designs are reinforced by her deep knowledge of code. She prefers to vet wireframes with engineers to save time and money. And she never forgets that doing business with customers is every website’s primary objective.

From Elizabeth Fagan’s Resume

Fagan’s professional user-experience positions include the following.

Senior User Experience Architect, Grainger.com

W. W. Grainger is a B2B company with headquarters in Lake Forest, IL. The company provides mechanical parts and supplies to businesses and organizations. Grainger.com is regularly in the top 15 in annual online sales worldwide. Federal, state, and local governments are typical customers. The site was recently rated a “Best eCommerce Website” by eCommerce Insiders.

  • Senior user experience architect, user experience designer, web designer, interface designer, collaborator, team leader, mentor, award winner
  • Wireframes, sitemaps, workflows, prototypes, agile, scrum, JIRA, Axure, Microsoft, Visio, Photoshop, Acrobat, user personas, user stories, user research, epics, usability testing, mobile, tablet, app, responsive design
  • Chicago, contract, 06/2012–03/2013
  • elizabethgfagan.me/category/grainger-com/
User Experience Designer, Walgreens.com

Walgreens is one of the largest drugstore chains in the United States. In December, 2014, Walgreens bought Alliance Boots, the European drugstore giant, creating Walgreens Boots Alliance, “the first global pharmacy-led, health and well-being enterprise.” Walgreens filled approximately 894 million prescriptions in 2015. Walgreens.com supports 5.2 million visitors per month.

  • User experience designer, user experience architect, information architect, interface designer, user‐acceptance tester, web‐content writer, content manager, content strategist, front‐end developer, collaborator, mentor
  • Wireframes, sitemaps, workflows, prototypes, agile, scrum, JIRA, Axure, Balsamiq, Microsoft, Visio, Teamsite, Photoshop, Acrobat, HTML, CSS, Javascript, user personas, user research, user stories, epics, usability testing
  • Deerfield, IL, contract 02/2010–06/2011
  • elizabethgfagan.me/category/walgreens-com/
Principal Content Developer, HSBC.com

Serving more than 47 million customers, HSBC is one of the world’s largest banking and financial services organizations.

  • Web‐content writer, content manager, content strategist, user experience designer, user experience architect, interface designer, web designer, front‐end developer, collaborator, team leader, mentor
  • Web content, content management, SEO optimization, marketing communications, white papers, sitemaps, workflows, design pattern library, agile, scrum, JIRA, Microsoft, Teamsite, Photoshop, Acrobat, HTML, CSS, Javascript
  • Chicago, contract to full‐time, 10/2006–07/2009
  • elizabethgfagan.me/category/hsbc‐com/
Manager of Web Development, Front-end Developer, Oprah.com (Harpo Studios)

Oprah Winfrey’s official website evolved from a v1.0 site that frequently crashed to a richly featured, multifunctional internet experience that became Chicago’s highest-traffic website.

  • Front‐end developer, coder, web designer, user experience architect, user experience designer, interface designer, information architect, web‐content writer, content manager, collaborator, team leader, mentor, manager
  • Web development, content management, SEO optimization, HTML, CSS, Javascript, front‐end code, waterfall, user acceptance testing, design pattern library, Microsoft, Office, Teamsite, Photoshop, Acrobat, Visio
  • Chicago, contract to full‐time, 05/2000–05/2005
  • elizabethgfagan.me/category/oprah‐com/
Sole Proprietor, EGF Consulting

Fagan operated a sole proprietorship specializing in writing and related skills between 1993 and 2000. She restarts EGF Consulting from time to time between full-time and contract positions. For her clients, she writes anything from marketing communications to a monthly column to help systems and user guides. A leading usability practitioner mentored her into the field of user experience; Fagan designs web and software interfaces, performs user research and usability testing, and other tasks. On occasion, she publishes photos, opines in a white paper or proposal, or writes front-end web code. Clients and projects include:

Green Talk: Keeping Our Lakes & Rivers Great

April 2016

By Elizabeth G. Fagan for the Ozaukee County News Graphic on behalf of Mequon Nature Preserve, mequonnaturepreserve.org


Agricultural runoff in Ozaukee County, WI

Agricultural runoff in Ozaukee County, WI

“It was a gamble, but it worked,” recalled Gaylord Nelson, the founder of Earth Day. The late Wisconsin governor and United States senator (D) successfully infused the activism of the late 1960s with such environmental issues as unchecked air and water pollution. On April 22, 1970, the first Earth Day, the single voice of 20 million Americans called for increased awareness and policy change. Today Earth Day is observed by over a billion people around the world as a day for environmental advocacy and action.

Agricultural runoff in Ozaukee County, WI, USA

Agricultural runoff in Ozaukee County, WI, USA

Water pollution remains a concern in Ozaukee County. Roughly half the county’s acreage is agricultural; crops are regularly treated with fertilizer containing phosphates. With precipitation, resulting agricultural runoff contains large amounts of eroded soil saturated with phosphates. While phosphorus is necessary to plant life, too much flowing into streams, rivers, and lakes creates a highly enriched soup overabundant with algae and other plant life. To address the issue (and others), the USDA created nutrient-management guidelines that prescribe the amount, source, placement, and timing of commercial fertilizers and other soil amendments.

Residential runoff into Lake Michigan, Ozaukee County, WI, USA (© 2016 Elizabeth G Fagan)

Residential runoff into Lake Michigan, Ozaukee County, WI (© 2016 Elizabeth G Fagan)

Urban or residential runoff carries fertilizer phosphates, pet waste, oil and gas residues, and other pollutants. To minimize personal polluting, property owners can devise methods of keeping precipitation in place with ponds, rain barrels, and thirsty plant life. They can also tweak landscaping routines to fertilize minimally before light rains and to refrain from fertilizing before summer downpours.

Green Talk April 2016 by Elizabeth Fagan

Green Talk April 2016 by Elizabeth Fagan

On April 22—Earth Day 2016—from 5:30 to 7:00 pm, Mequon Nature Preserve is happy to host an exhibit focusing on Milwaukee’s aquatic heritage. Collaborators are The Wisconsin Historical Society, Riveredge Nature Center, Schlitz Audubon Nature Center, Urban Ecology Center, and Mequon Nature Preserve. John Gurda, the author of The Making of Milwaukee, provides an Earth Day keynote address. Held at MNP’s PieperPower Education Center, 8200 West County Line Rd., Mequon, the evening is free and open to the public. To register, contact Kay Amland at 262-242-8055 or center@mequonnaturepreserve.org. Be sure to keep up with MNP’s activities on Facebook.

Green Talk: Invaders from Other Ecosystems

March 2016

By Elizabeth G. Fagan for the Ozaukee County News Graphic on behalf of Mequon Nature Preserve, mequonnaturepreserve.org


Wild Parsnip (Pastinaca sativa)

Watch out for two pain-inducing invasives! Wild parsnips contain chemicals that, when combined with sunlight, cause intense burns on human skin. Infestations of aggressively pinching rusty crayfish can make lake swimming a distressing endeavor.

Rusty Crayfish (Orconectes rusticus)
Two centuries ago, cargo ships released freshwater ballast from the Ural region of Russia into the rivers and lakes of western Europe. That ballast contained tiny striped hitchhikers. In the 1820s, Londoners spotted the invaders in the Thames River. Over the next 150 years, zebra mussels (Dreissena polymorpha) invaded Europe’s rivers and lakes, reaching Italy’s Lake Garda in the 1970s. Ten years later, zebra mussels hitchhiked across the Atlantic, entered the St. Lawrence Seaway, and began devastating the largest group of freshwater lakes in the world: our Great Lakes.

Invasive species can arrive unintentionally, like the zebra mussel, or intentionally. Garlic mustard (Alliaria petiolata) and wild parsnip (Pastinaca sativa), for example, were transplanted in the 19th century for culinary purposes. Common buckthorn (Rhamnus cathartica) arrived in the same century as an ornamental shrub. But what really matters when it comes to invasives is what happens once they take hold in a new ecosystem.

Green Talk March 2016 by Elizabeth Fagan

Green Talk March 2016 by Elizabeth Fagan

Rusty crayfish (Orconectes rusticus) arrived in Wisconsin with anglers who used them as bait. Native to the Ohio River basin, rusty crayfish are more aggressive than our native species. They displace native crayfish, eat twice as much (including fish eggs), and fight back when native fish try to eat them. Rusties pull out vegetation, damaging underwater habitat, so that other freshwater creatures are affected. All along the food chain, even small changes have terrible consequences. That is the biggest reason we all need to fight invasive species.

Visit Mequon Nature Preserve at 8200 W. County Line Rd., Mequon, WI 53097. Walking trails are open from dawn to dusk 365 days a year. Leashed dogs are welcome. Call us at 262-242-8055, look for us online at mequonnaturepreserve.org, and like us on Facebook for the latest news.

My beach with boulders fading to sand

14 March 16