EXPERIENCE STRATEGY
Here are a couple of stories about how I leveraged proprietary insights to define human-centered plans for my clients.
DO NO HARM DURING A MASSIVE INTEGRATION
The team was confident that their integration plan hit all four goals: do not harm the current state experience, be judicious about what to integrate, prioritize future enhancements based on actual customer needs, and continue to listen and learn to evolve.
PROBLEM/CHALLENGE
My client was in a hurry to integrate legacy platforms that supported their key target audience's digital experience. Backend integration had begun, and this was their chance for an overhaul. Their current state was choppy, and the two platforms didn't speak to each other beyond SSO. The product team had recently changed hands, and they knew one thing: their loyal fanbase didn't like changes. They inherited a long list of unprioritized fixes, limited knowledge of their user, and a tight deadline.
INDUSTRY
CyberSecurity
DURATION
6 months
TEAM
UI Designer
SVP
UX Researcher
Various SMEs
RESULT
Our research showed that the average users no longer need many legacy features, and we uncovered latent needs that informed the integration plan. Honoring our remit to keep users' current-state processes intact, we mapped out a now, next, and later plan. Our first priority was to automate the grunt work within the highly nuanced security assessment/maintenance world. The next and later stages included intentionally small, incremental changes to steadily integrate the two systems with minimal upset to the current user base. Ongoing user research - testing hypotheses and validating assumptions - will inform future enhancements.
Data-driven recommendations on how to smartly integrate two highly-used applications.
DEVISING STOPGAP SOLUTIONS BEFORE A BACKEND OVERHAUL
We stuck to our timeline and budget, creatively and judiciously updating the existing site to complement the refreshed marketing campaigns. We prepared the client for the future work of a re-platforming and site overhaul, setting up the data gathering and analysis program to inform future designs while planning to reuse content and functionality that represents the brand.
PROBLEM/CHALLENGE
A well-known CPG brand was part of a large family of brands we were moving to Sitecore. They’d rebranded to attract younger consumers and were engaged in a massive marketing lift with campaigns they would soon activate. They needed to update their existing website to reflect the new messaging and style, but their turn to be re-platformed was a year away (the Sitecore re-platforming was a massive undertaking for the house of brands). They didn't have the wherewithal internally to provide updated content, and they couldn't afford user research. We needed to use what we had to stand up a new site in support of the new brand, designing to suit the current technology with an eye for what was possible in the future (with limited rework) to represent the modernized brand.
INDUSTRY
Manufacturing
DURATION
3 months
TEAM
Digital strategist​
Content strategist
Sitecore architect
Experience designers
Branding & advertising agency teams
RESULT
We used current-state analytics and intel from our stakeholder interviews to understand what customer behaviors to support. We aligned the web experience with social campaigns for seamless experiences to increase stickiness with audiences, focusing on enriched storytelling and multi-media offerings. We also developed a plan for future enhancements, including personalization and seasonal campaign-specific updates. Throughout, we doubled down on analytics to continue to innovate and evolve based on user expectations and needs.
Wireframes for now, next, and future designs, planning for as much reuse as possible to conserve resources.