Mhaire Fraser, Ph.D
Journey and Empathy led Projects
One of the best ways to understand how to create products or services that will attract and retain customers is to understand the Journey that brought them to the company or service in the first place. After this is understood, user flows, ways of selling, and the business can be easily be changed to better meet the needs of clients.
Truist Bank
Differences in Wealth based on Age and Era*
*In this case "era" refers to historic events that shape a particular generation.
Truist needed to understand how clients would be affected by the Great Wealth Transfer (from Baby Boomers and Gen X to Millennials). Each era's attitude toward wealth might influence digital products and how business might be conducted.
Third-party research and first-person IDIs were combined to garner insights that provided a jumping-off point for product strategy workshops. Implementation of these insights were placed into a roadmap for product and sales teams.
Results showed ways to retain and produce higher satisfaction in clients, showing higher satisfaction and predicting greater retention.
Stella & Dot
Field Work -
Ways of Working
One product lines with the same sales model as two others did not have the same profit trajectory as the others. The Research Team (me) got charged with figuring out why, and possible ways to increase sales.
Data analysis, Survey methodology, and field visits to home parties allowed for the insight that the sales model was not the correct one. Instead, a one-to-one relationship is more effective when selling skin care.
Stakeholders included: Independent Sales Force, Internal Training, and Productd.
Ramen Hero
Customer Journeys
A Japanese Ramen chef wanted to bring authentic Ramen to the US for mail-order convenience. Wanting to understand if his customers had the same motives to order ramen as his Japanese customers, he hired Authentic UX to discover these motives.
IDIs and third-party research discovered a set of proto-personas that were used to market the Ramen through the site as well as sites like Goldbelly .
Eventually the company folded, not because of the model or the profiles, but because the company could not find reliable shipping options in the US.
LogMeIn
Customer Care Agent Workplace
Lagtime for customer care agents was high. and customer satisfaction with problem resolution was low.
Shadowing global teams, a software-heavy dashboard with multiple versions of software was necessary for agents to perform their duties.
We mapped the agent journey at five levels and made recommendations for change that were instituted company-wide within 14 months. Customer satisfaction increased by 8% in 6 months and lag time decreased across all sites.