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Research and testing form the foundation of any successful digital experience. By deeply understanding the audience, competitors, and market landscape, we ensure that every decision is data-driven and user-centered. This process involves gathering qualitative and quantitative insights to create intuitive, efficient, and engaging experiences.
Research and testing form the foundation of any successful digital experience. By deeply understanding the audience, competitors, and market landscape, we ensure that every decision is data-driven and user-centered. This process involves gathering qualitative and quantitative insights to create intuitive, efficient, and engaging experiences. I execute research & testing in my work as follows:
Target Audience Interviews: Conducting one-on-one interviews to uncover pain points, behaviors, and expectations
Contextual Inquiries: Observing users in their natural environment to understand their needs and workflows
Workflow Analysis: Mapping out user processes to identify inefficiencies and areas for optimization
Personas: Creating detailed user profiles that represent the target audience
User Journeys: Visualizing the steps users take to complete tasks, ensuring seamless navigation and engagement
Competitive Analysis: Studying competitors to uncover strengths, weaknesses, and opportunities
Best-of-Breed Analysis: Identifying industry-leading practices and standards to inspire innovation
Identify Marketplace Opportunities: Recognizing gaps and trends to position offerings effectively
Brand Audits: Assessing brand consistency and positioning
User Experience Audits: Evaluating the usability and effectiveness of digital touchpoints
Content Audits: Reviewing content structure, accuracy, and engagement levels
Analysis of Required, Redundant, and Expired Content: Optimizing content to ensure relevance and clarity
Chevron Intranet Navigation Redesign
Challenge: Chevron aimed to enhance the user experience of its intranet by improving the navigation menu for internal users across various departments.
Approach: Conducted comprehensive tree testing and card sorting studies with a preselected group of Chevron employees to establish a data-driven navigation structure. The iterative process—running card sorting and tree testing twice—provided a strong foundation for restructuring the site's information architecture.
Solution & Impact:
Data-backed navigation structure & nomenclature directly implemented by Chevron
Enhanced searchability and discoverability of content
Improved internal user experience, driving higher engagement and satisfaction
Award-winning information architecture with enterprise-wide recognition
This initiative significantly elevated the usability of Chevron’s intranet, reinforcing the impact of research-driven UX decisions.