UX Strategy
From the Card Sort to the Trash Can: Simplifying Site Architecture
Cricket's site had added and added pages over the years as it grew quickly, with no one person managing page retirements and consolidation. We put our leadership team in a room and asked them to card sort all of our (way too many!) website pages. We took to heart every "what is that page again?" and let it fuel a new organized plan for where and what pages would escape the trash bin. We also identified areas where we needed new pages based on customer search. We learned to talk about our categories in the simplest terms and shared that vision with all the scrum teams.
Key Results: Removal planned of ~50 pages, Audit of additional site sections, and unified future vision for the teams
Who's Your User?: UX Personas
Summary: Based on data, created 5 base personas for our digital and marketing teams to empathize with and understand our customers along their journey.
Key Results:
-
User trend data transparency
-
Shared differences in retail vs digital users
-
Changed user story writing style to incorporate UX personas
Collaboration Across Scrum Teams: Multi-Month Rate Plans
Summary: As the creative lead on an enterprise project for multi-month phone services plans, I worked with 4 scrum teams to ensure we were displaying our new offering with consistent content and design solutions.
Key Results: Within just a week, we exceeded our sales expectations and drove ~75% of the converting traffic from the newly designed page.
Site Designs
