The best way to solve a problem is to understand it and its context. I do this by asking a lot of questions. I ask questions out of curiosity and an interest in learning more. I ask questions to better understand situations and identify problems in need of solving.
The future of technology (2014)
Photo taken in fieldwork
A global technology company wanted to make informed decisions on where to focus innovation efforts. We conducted a multi-market ethnographic study with an on-the-go workforce, multi-generational families, and early tech adopters to gather a comprehensive image of:
technologies people are using
real use-cases of mobile devices of various screen sizes
importance of single-brand ecosystems
observed behaviors in natural environments and 'hacked' solutions to technology problems
With these learnings in mind, we moderated more informed and inspiring co-creations sessions with articulate and creative users alongside the client and their team of designers and engineers. We delivered several opportunity areas for future innovation and trends of consumer behavior in technology.
Understanding the consumer prescription experience (2017)
An early stage start up came to me with a consulting request to assist them in choosing between two different design routes for a new app.
After asking some preliminary questions about their target consumer and value proposition, I identified a wider need for exploratory research to understand the consumer journey and their pain points along the way in obtaining prescription drugs. This information was missing and yet necessary to clarify the company’s value proposition and to make user-driven design choices.
In numerous in-depth interviews, I combined journey mapping exercises alongside iterated usability testing. I worked closely with the designer and product manager to iterate quickly on consumer feedback, improve the flow, and tell a compelling story that built trust with wary users.