My user interviews uncovered different tribes of news consumers who are driven by distinctly different needs and goals. Some seek news stories throughout the day in order to share them, some watch to feel connected and informed and others use news for small entertainment breaks at work. These findings and others were used to drive the redesign of CNN.com.
My design studies conducted in homes, offices and college campuses revealed significant distrust of the financial institutions, a sea change in employment expectations and a redefinition of retirement. Customer journey maps, detailed personas and usability findings informed the redesign of various websites and mobile apps.
I interviewed fans at their favorite events and uncovered the cyclical and addictive nature of terror and fantasy. Fans prefer to experience fear and fun with other fans and they re-live peak moments through talk, play and inside jokes. Personas and an emotional journey map informed the design of new campaigns, products and fan websites.