Key Responsibilities:
Producer of new business in new and existing accounts to grow agency revenue.
Efficient management of client relationships and deliverable execution.
Designs flawless experiences using agile and data-informed methods.
Mentors creative team with a contagious attitude of explosive creativity, rapid prototyping and ideation, and effective client communications.
As Lead User Experience Strategist, I leverage digital touchpoints to produce sales, loyalty + advocacy by guiding users to accomplish their goals.
According to Forrester Research, most companies that spend $100 driving customers to their site, only spend $1 converting that traffic into business. And guess what, if you spend even just one more dollar on converting that traffic you’ll see about an 83% return.
The process I follow applies a framework of methods to identify areas of growth throughout digital touchpoints. With users today only spending an average of 15 seconds on your site, imagine how intentional and impactful every message and interaction needs to be in order to convert a user into a customer. There can’t be any assumptions.
My job is to find the sweet spot between business goals and user needs to identify an arsenal of strategies to inform digital product roadmaps and execute profitable actions. There are few who can discover, communicate, and execute meaningful creative solutions to make your customers happier, more likely to return and even promote your business as effectively as I can..
To learn more about some of my biggest wins at M+Co check out results from Medical Guardian.
Improving Interdepartmental Workflows - Timelines, Handoffs & Cross Dependencies
At the start of my position at M+Co it was clear that the scoping and delivery of work that involved web development was a challenge for the company. I took the initiative since by nature I’m always looking to improve the systems that deliver our team’s work whenever the opportunity appears. This meant connecting with stakeholders to understand pain points as well as big wins to develop improvements. As a result, I implemented company-wide processes that clarify responsibilities, define timelines and minimize scope creep to deliver results as efficiently and effectively as possible.
Case Study - Industrial Investments Site Redesign
Industrial Investments is an age-old commercial real estate business that needed to modernize their digital strategy in order to generate more leads. Previously their site had been connected to LoopNet’s API where all content was managed dynamically. The business did not want to link out to LoopNet, but instead wanted to keep users looking at their properties exclusively. This meant users would need the experience to view properties on their local site as well as get in touch with the leasing contact to rent property. Industrial Investments wanted full control over exactly what data was displayed on each property and requested an entirely new CMS. The end result included a fully responsive front end with a componentized design system and a fully functioning back end admin. So far we’ve seen the exit rate is down 58% and lead conversion are up 34%
Creative Business Development Outreach Campaign - Selling UX / CRO Services
In order to get the attention of ecommerce business owners and leadership I developed a campaign to attract new business. We had to stand out and we had to be able to track prospect engagement to identify the effectiveness of each touchpoint when investing in future campaigns.
The initial touchpoint was a large envelope mailed to the prospect that included sample creative work, my business card and a crumpled up handwritten note which read sometime along the lines of “Hi Susan, We know there are companies out there that don’t have a need for new business growth. If you’re one of these companies, we went to the trouble of pre-crumpling this note to save you the time. Is [COMPANY NAME]’s digital experience driving profitable actions? Q4 is here and it’s time to crush it. Check us out at www.WhatsUp[COMPANY NAME].com.” We then purchased unique URLs that redirected to our website and shipped out these notes in our creative envelopes. Whenever the unique URL was visited we knew we had a warm lead.
The next phase was triggered when a warm lead was identified. This involved the prospect receiving a card with a digital screen in it that when opened would auto play a video like the one seen below. If a prospect then reached out for a UX / CRO audit directly or visited the custom landing page I designed to request a mystery package then the lead was considered hot and we would follow more extensively. While only 2 prospects ordered a mystery package, both are now our clients which made the investment a success.
Case Study - LifeGuides Conversion Funnel Audit
LifeGuides helps companies increase employee engagement, by providing a human-to-human network to help employees through their Life Challenges. The client wanted to identify ways to “grease the funnel” or generate more conversions. I focused in on auditing the step by step process of matching with a guide, registering and paying for the platform. Below is a visual analysis of UI/UX that was used to create iterative enhancements leading to a larger redesign of the funnel and increased conversions by 24%.
Case Study - Interactive Prototype
Mardani is NYC’s high end luxury retailer of fine minerals. They wanted a mobile experience that would allow users to explore the visual features of their showcases. Below is an example of the interactive design.
