Portfolio //   sample my work

My experience developing an in-house department at a digital agency for research and user experience strategy was highly focused on process development, as well as creating and continually improving a stack of deliverables to enable the creation of a final product that best fit client and user needs.


Data analysis, research, and optimization strategy -- the building blocks of intelligent web design.

Client Discovery

Before it is possible to create a tailored, data-driven strategy for the client, I complete a thorough onboarding discovery process. I focus on better understanding the client's business and goals, researching the industry the client competes in, setting detailed analytic baselines to reveal trends, and analyzing the client's current digital footprint; as well as familiarizing myself with key competitors.

Client Interviews
Carefully directed stakeholder interviews provide clarity around project vision, and reveal gaps in strategy that can be valuable opportunities.
Industry Research
Gaining insight on a macro scale is just as important as understanding the nuances of a client's business. I start projects by exploring the client’s greater industry overall, as well as covering industry performance, products & related markets, the competitive landscape, major players in the industry, and key statistics to know. This research helps contextualize the client and project in the space where they are competing, and provides direction around where the project should be heading.
Competitor Review
Benchmarking against industry leaders, as well as smaller competitors to watch, is crucial to understanding the experiences a client's users are used to encountering - as well as providing inspiration for developing a unique and memorable experience.
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Customer Discovery

Consumer-centric design and strategy start with a deep analysis of the company's customer base. After identifying key buyer personas, I then explore each individual persona journey and mental model. This detailed analysis enables more intelligently designed websites, as well as truly targeted content strategies.

Persona Identification
Although every consumer is unique, I simplify customer analysis by focusing on 3-5 need-based (rather than demographic-focused) personas. These personas each represent a large, primary group of customers who are aligned by a similar need and motivation, answered by a client's brand. I begin by identifying with the client key motivators, barriers to success, and success factors of each primary persona, and build a rough framework sketch of the persona from there.
Persona Profiling
Persona profiles are built out with an in-depth analysis of socioeconomic and urban/city relationships, which I utilize to leverage census data and consumer survey data to attribute specific demographic and preference information to each persona. These profiles provide alignment across the project around who we are targeting, enabling more focused design, content, and strategy decisions.
Persona Mapping
Throughout the history of Consumer Behavior and personality studies, many variations of four-quadrant personality models have been developed. Utilizing surveying, every persona can be analyzed and broken into a mixture of each of the four primary personality types, which makes the insights I can then make based on our refined perspective on each persona far more actionable, and more closely connected to an overall marketing and communication strategy.
Persona Journey
Persona Journeys provide deeper insight into the full consumer process, from initial need through goal completion and final impressions.
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Channel Discovery

Channel observations and insights are evaluated holistically, leading to strategic optimization recommendations for the client. This deep understanding of consumer behavior backed by data helps guide intelligent and consumer-centric design, content strategy, SEO/SEM optimization, and persona development.

Integrated Channel Analysis
There are several ways to approach analyzing analytic data for performance. Individual site-wide metrics do not tell a complete story, and make it difficult to determine actionable next steps. Instead, I review each metric by channel for trends and opportunities for strategy optimization. As I evaluate each channel’s effectiveness overall, I compare channel-based performance at each stage in the funnel, enabling metric analysis in its appropriate context, and helps identify key opportunities.
SEO Fundamentals
Competitive link audits, Search Engine Results Page analysis, and On-Page SEO optimization strategies ensure that the client's site is not only functional, but accessible to users across search engines.
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UX Discovery
Usability Evaluation
Website or product analysis following a set of heuristics provides a consistent set of standards by which objective usability can be measured.
Competitive Heuristic
A competitive heuristic analysis is used to analyze and evaluate the web properties of key competitors, highlighting strengths to emulate or improve upon, and weaknesses to avoid repeating.
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Information Architecture
UX Strategy & Design
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Outdoor Chairs
Surfer Silhouette
Foggy Pier
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© 2016 by Rachel N Johnson

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