Process / Customer Journey Optimization, Customer Segmentation, User Research, UX, UI, IA
Organic brought me on for client-specific needs around credit-card portfolio simplification. We faced the challenge of solving for simplicity while balancing an expanding product line.
Through partnership with Organic and Client leadership, I led the strategy and redesign of their online product marketing strategy. I focused first on distilling their customer segments into mutually-exclusive, completely exhaustive personas. This allowed us to create a scaleable framework to address future product expansion against specific customer needs. Signoff on this project ultimately led to implementation of product UX and UI design of our work.
This led to the Client awarding our team with blue-sky strategy work. In this project, we were tasked to develop a roadmap for next-generation mobile and wearable technology. What began as next-gen work soon transformed into actionable near-term product recommendations. During early customer research phases, we uncovered big picture trends of customer product uses. These formed the basis of where mobile and wearable technology could better guide customers. Underlying our long-term recommendations, we also developed opportunities to immediately impact customer product experiences.
Our Client stakeholders signed off on both short-term and long-term recommendations. Soon after delivery of these projects, the client awarded Organic with substantially more strategy work.