Work Samples
Workflow Interrupted
The design process began with a contextual inquiry. The research insights informed my design of a new self-service touchpoint that reduced the target category of support calls by 43% in 6 months. Research-backed personas and a customer experience map challenged a long-held misconception about the universal appeal of our excellent customer service touchpoint.
Surprising Expectations
A carefully crafted unmoderated study revealed VOC first-impressions, informational needs, and value expectations of customers at our landing page.
Numbers Were Just the Beginning
A mixed-method approach triangulated survey, interview, and guerilla ethnography insights to identify unexpected and unmet needs of a high-value customer. A collaborative Value Proposition workshop generated strategic approach and tactical opportunities.
More Than Diagnoses
Persona interviews and a collaborative persona workshop uncovered motivations that reshaped and aligned our organizational mental model of this customer. The workshop and resulting design concept informed the strategic shift to digital pathology for these users.
