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)
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.
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.
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.
