Research and testing form the foundation of any successful digital experience. By deeply understanding the audience, competitors, and market landscape, we ensure that every decision is data-driven and user-centered. This process involves gathering qualitative and quantitative insights to create intuitive, efficient, and engaging experiences. I execute research & testing in my work as follows:
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Target Audience Interviews: Conducting one-on-one interviews to uncover pain points, behaviors, and expectations
Contextual Inquiries: Observing users in their natural environment to understand their needs and workflows
Workflow Analysis: Mapping out user processes to identify inefficiencies and areas for optimization
Personas: Creating detailed user profiles that represent the target audience
User Journeys: Visualizing the steps users take to complete tasks, ensuring seamless navigation and engagement
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Competitive Analysis: Studying competitors to uncover strengths, weaknesses, and opportunities
Best-of-Breed Analysis: Identifying industry-leading practices and standards to inspire innovation
Identify Marketplace Opportunities: Recognizing gaps and trends to position offerings effectively
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Brand Audits: Assessing brand consistency and positioning
User Experience Audits: Evaluating the usability and effectiveness of digital touchpoints
Content Audits: Reviewing content structure, accuracy, and engagement levels
Analysis of Required, Redundant, and Expired Content: Optimizing content to ensure relevance and clarity
Project Summaries
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Chevron Intranet Navigation Redesign
Challenge: Chevron aimed to enhance the user experience of its intranet by improving the navigation menu for internal users across various departments.
Approach: Conducted comprehensive tree testing and card sorting studies with a preselected group of Chevron employees to establish a data-driven navigation structure. The iterative process—running card sorting and tree testing twice—provided a strong foundation for restructuring the site's information architecture.
Solution & Impact:
Data-backed navigation structure & nomenclature directly implemented by Chevron
Enhanced searchability and discoverability of content
Improved internal user experience, driving higher engagement and satisfaction
Award-winning information architecture with enterprise-wide recognition
This initiative significantly elevated the usability of Chevron’s intranet, reinforcing the impact of research-driven UX decisions.