I have experience conducting discovery research and using customer insights to drive strategic business decisions, both from my engagement as a designer on several enterprise-scale end-to-end design projects, as well as from my role as a Digital Innovation Lead in the eCommerce space. I have worked on a variety of research projects that range from early-stage exploration to targeted workstream and project-specific studies for directional purposes. These projects have implications that range from service design to user interface design.
The Contact Center team for an eCommerce site identified the need to better understand the customer experience around ordering products via the phone channel. Through a range of research activities conducted with customer service agents and customers, I was able to generate insights to be shared with the Contact Center Team. The research resulted in the identification of three unique customer types with different expectations and drivers for using offline channels, as well as a Service Blueprint. The Service Blueprint I created graphically connected customer pain points to the agent’s service and the systems and tools being used.
I have used task flows on a number of occasions as a way to demonstrate critical breakdowns in both internal employee processes and customer interactions.
I have often used a User Experience Lifecycle framework at the onset of research to describe how customers engage with products and services within a company. This type of deliverable serves as a communication tool between project stakeholders and illustrates opportunities for impact, as well as areas where more knowledge and insights are needed.
I was approached by a team who was working on an Account Management redesign with a research request. Our company already had access to a wealth of customer information around Account Management, including customer analytics, session detail captures, existing usability research and Voice of Customer verbatims. Rather than conducting additional research, I was able to create a strategy for how to approach the redesign by leveraging the information and resources already available in our ecosystem, as well as known best practices for account management.
I created 4 major themes using customer and seller surveys and interview data around utility for logged in customers to drive the direction of the project.
I truly believe that all of us are smarter than one of us and have found that team ideation can result in unexpected and fruitful discussions. I lead a series of site heuristic and card sort workshops for team members from the Account Management design and product management discipline to determine the best starting place for our new taxonomy. The process engendered a shared sense of vision and a common goal. The output was a war room full of post-its that I later digitized (shown below) and synthesized.
During my time on an eCommerce Digital Innovation team, I partnered with a customer data specialist to find trends in the way customers were purchasing. After creating several hypotheses around why customers shared certain purchasing behaviors, I used the data to target specific customers to recruit for a research study in order to validate our hypotheses.