Objective:
Conduct user interviews to determine how to reach multiple persona types through each stage of their journey on the Global Citizen website and other supported channels.
Highlight:
Led workshops to transfer user research insights to Global Citizen employees.
Deliverable:
Interview Questions (pdf)
![](https://static.wixstatic.com/media/afe520_2ac8b21c0ecb41e4a9663b5e26eb362e~mv2_d_3055_7105_s_4_2.jpg/v1/fit/w_650,h_1512,q_90/afe520_2ac8b21c0ecb41e4a9663b5e26eb362e~mv2_d_3055_7105_s_4_2.jpg)
Process
Prepare:
Hired as a consultant to develop three different site personas and map how to support their experience through each phase of their journey, I first created a Test Plan for interviewing 21 site users. Part of this endeavor included getting benchmark demographics and drafting an overarching user journey.
![benchmark.gif](https://static.wixstatic.com/media/afe520_77bf49c8f21b47c8ac727e2facccc0d0~mv2_d_2883_1313_s_2.gif)
![User Journey_cgrey.gif](https://static.wixstatic.com/media/afe520_18ad89d0de4b44769fee6aa9b3fddf0b~mv2.gif)
Ideate:
After interviewing site users I created three different site personas and then mapped how to support their experience through each phase of their journey.
![GC-EXPJourney-Concepts_20151215-3.jpg](https://static.wixstatic.com/media/afe520_0c8af46fd27645068d350b9845eb14fe~mv2_d_5333_3000_s_4_2.jpg/v1/fill/w_108,h_61,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/GC-EXPJourney-Concepts_20151215-3.jpg)
![GC-EXPJourney-Concepts_20151215-4.jpg](https://static.wixstatic.com/media/afe520_fb23e50445e9478fbce0f061b492ecc6~mv2_d_5333_3000_s_4_2.jpg/v1/fill/w_108,h_61,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/GC-EXPJourney-Concepts_20151215-4.jpg)
Educate:
After determining what type of content to serve up, when to serve it, and via which channels, it was time to disseminate the learnings through a Findings Report.
After the Findings Report was published, we were asked by Global Citizen to come out to New York and conduct a workshop to discuss their Content Marketing Strategy.
![A_UserInterviews_FindingsReport-4.png](https://static.wixstatic.com/media/afe520_fc05539bb019469eb04e1775d4798cc2~mv2_d_3638_2013_s_2.png/v1/fill/w_60,h_33,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/A_UserInterviews_FindingsReport-4.png)
![UserInterviews_FindingsReport-3.jpg](https://static.wixstatic.com/media/afe520_c86b4278789048b7ba7b27d61012ece7~mv2_d_3655_2070_s_2.jpg/v1/fill/w_108,h_61,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/UserInterviews_FindingsReport-3.jpg)