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ROLE: UX research, design
CHALLENGE: To better understand what creative professionals are looking for and/or lacking in project management applications.
DISCOVERY: I developed survey questions and recruited creative professionals through Linkedin referrals to create user personas that summarized potential customer demographics, motivations, and obstacles to using project management applications. For a deeper dive into the customer’s decision-making, I interviewed survey participants and co-created a representative customer journey map that charted the phases, actions, thoughts, and feelings throughout the process. To better track pain points in the process, I created empathy icons and incorporated those as visual markers on the map.
IMPLEMENTATION: I developed a site map to determine the content organization and sketched out low fidelity wireframes to think through the user flow before developing a prototype for user testing.
RESULTS: Based on the user personas and customer journey map, recommendations could be made on design, marketing, and customer service touchpoints.