Portfolio // sample my work
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 InterviewsCarefully directed stakeholder interviews provide clarity around project vision, and reveal gaps in strategy that can be valuable opportunities.
Industry ResearchGaining 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.
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 IdentificationAlthough 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 ProfilingPersona 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 MappingThroughout 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.
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.