Outcomes I've Achieved
IDENTIFIED A NEW BUSINESS DIRECTION
We needed to develop empathy for Edmunds’ highest-value customers to create products targeted to them. What motivated them? Why were they doing the things on Edmunds.com that we saw them doing? What pain points did they experience and what could we offer to alleviate those?
After our top-notch quant researcher and analytics team identified the highest value customers on Edmunds.com, I led a cross-functional team from product, design, and research into the field to fully understand those customers.
Through a diary study, interviews, and shop-alongs, we developed not only a clear understanding of these car buyers, but a specific and actionable product idea: personalized alerts. The alerts were created, then refined through usability testing run by my team, until we had an easy to use and engaging experience.
CREATED EDMUNDS PERSONAS
When I first arrived at Edmunds no prior work had been done to understand the landscape of car shoppers. We were about to launch the whole company into a Design Thinking process and needed to quickly pull together insights about our customers.
I co-led 20+ people into the field to run in-home interviews with 35 in-market car shoppers. We returned to the office and did a massive affinity diagramming exercise to create Edmunds first personas. A year later we followed with a segmentation study to round out our understanding of our customers relative the the entire landscape of car shoppers.
Everyone at Edmunds had a way to conceptualize our customers and a language to communicate about their needs.
PIVOTAL CONTRIBUTOR TO EDMUNDS REDESIGN
After conducting extensive qual and quant research into Edmunds brand, we recommended Edmunds be given a more “human” touch.
The decision was made that Edmunds should be redesigned. The team (design, product, research, marketing, and analytics) started by taking a fresh look at customer requirements. We clarified key stages and steps in the car buyer's journey, then the designers quickly drafted ideas for alternatives through weekly design sprints and usability tests to collect input on rough alternatives from our existing customers. Throughout the process our team was responsible for running regular usability tests on prototypes at all levels of fidelity. The redesign included a new logo and we ran desirability tests to get input on logo designs.
The redesigned Edmunds launched January 2017. Since then, all engagement and revenue metrics are up substantially.
TECHNIQUES AND OUTPUTS:
USABILITY AND UX BENCHMARKING
PERSONA AND SEGMENT IDENTIFICATION
BRAND TRACKING AND PERCEPTION