Mindset mapping & user journeys
What I do
Based on user data and research, create user personas and/or mindsets in order to better target audience segments and move them through a website or marketing funnel.
Case study: A simplified approach streamlines strategies
Sphera ESG, part of the Blackstone group, had a B2B website with an overwhelming amount of content aimed at 16 different personas. In conjunction with the UX team, I narrowed down their audience segmentation into 3 user mindsets based on provided personas. I then showed how we could effectively move these mindsets through their user journeys / the marketing funnel. Finally, I explained how the new content blocking I created for Sphera’s homepage would accomplish this for all mindsets.
Case study: Cruise travelers on a complicated journey
Even before they get into the booking flow, travelers make hundreds of decisions that impact which trip they’ll choose. For Virgin’s newly launched cruise line, Virgin Voyages, I worked with a UX designer and CRM expert to create a detailed user journey to inform our creative strategy. Focusing on triggers, pain points, and the circular nature of travel planning, we created user journey map that was easy to understand but packed full of info. It became a key reference for our entire team throughout the length of the project.
Related Work
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