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)

Interview Findings Report (pdf)

Customer Experience Journeys (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.

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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.

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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. 

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