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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. Full Deck 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 Full Deck 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. Full Deck 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.

MARY FRASER Design Rese archer Cognitive Psychologist | Researcher | Design Strategist | Leader About 10 years leading Teams 1 MIL smiles, bursts of laughter, moments of Joy 15 Years experience LEADERSHIP 12 independent consulting clients Co-Founded a Mentorship Program for Women in UX Built out and led 2 UXR teams 1800 pairs of women impacted worldwide 18 Direct Reports Business impact of my work 8M users impacted 16 products launched 13 insights generated leading to business pivots 37 workshops led to stakeholders (at all levels) over 250 IDIs conducted

STRATEGY WORK STRATEGY WORK STRATEGY WORK STRATEGY WORK STRATEGY WORK WHAT EXACTLY IS STRATEGY WORK AND WHY DOES UX NEED TO DO IT? An article by Forbes Magazine summed up the value of UX nicely by stating that : $1= $100 On average, every dollar invested in UX brings in $100 in return, or an ROI of a whopping 9, 900% Understanding the business objectives helps stakeholders feel confident about the decisions they Make. Researchers play a key part in this. Tactical research is reactive and focuses on weather the thing being built is being built the right way. Strategic research asks if we are building the right thing are we building the right thing? Is the thing being built right? Wealth Clients Understanding how wealth clients might want to be in relationship with their bank can go a long way towards client retention ask me for access Product or...? Sometimes the product is the right one, but how it is being sold is not. Exploratory research figured this out ask me for access

About About Me Me: a passionate UX research strategist dedicated to understanding user behaviors and needs. I love people. I love technology. I love figuring out how the two work together in the best possible ways. I am committed to creating seamless digital experiences that enhance user satisfaction and drive business goals. Curiosity is the foundation for all connection and empathy. My skills include mixed-method user testing, data analysis, and design thinking methodologies. With a strong background in psychology and human-computer interaction, I strive to bridge the gap between users and technology delivering intuitive and user-centric solutions. At any given moment, I am in the middle of at least one novel, sometimes three, a batch of personal essays, a list of small joys that I post on Instagram and Substack (follow me at DebutanteGoneWrong ) and usually have dirt under my fingernails because I have just been digging in the garden. I am also a swing dancer a gym rat (not really, but I like to lift heavy things a couple of times a week) a community choir member a knitter a painter a Major League Baseball fan a swimmer an adventurous cook formerly from the Outer Banks, born in Scotland. I still carry both accents. I reside in the San Francisco Bay Area and am down to meet other creatives from anywhere. Reach out! Publications TapestryUX on Substack , on Medium Resume C.V. UXResearch Snax - written while I was at my first job at Stella&Dot

Workshops and Speaking The starting point in any Experience Strategist's toolbox is discovering the true questions that are needed to uncovering the insights that move business and projects forward. Then, you have to be able to tell the story. Speaking UX Scotland Why AI can Never be your Mentor May 31 - June 2, 2024 Magic Nashville How Cognitive Science Can influence Fashion Design - Summer 2024 UX Y'all TBA Mentorship and Coaching I am a huge fan of personal coaching and learning from others' experiences. No matter where I go I always try to be a "Mentern", half mentor, half intern. I teach and learn from those who know different things than I do regardless of level. Workshops Journey Work and Proto Personas Setting roadmaps and understanding the users is key in achieving any change or strategy

Hexagon is a non-profit aimed to empower and support womxn and non-binary folx in UX through community, events, and mentorship My role was to found the Mentorship Program in 2015. A program that scaled to 12 chapters internationally. We had to pivot the model during Co-Vid to a virtual one. To date it is estimated that we have paired and helped over 5000 women. Bay Area Hexagon UX COV ID 19 workshopped ways of working Myself and two other women founded the global mentorship program for Hexagon UX in May of 2015. By the summer of 2019 we had 12 chapters worldwide with another 9 chapters that held events regularly When COVID shut down the world we had to pivot and figure out a way to help women in their careers virtually. It was a lot of work. in May of 2023, we had six chapters of the mentorship program still going and another 5 holding events. Everyone was exhausted. The Mentorship Program needed to be revamped. Our Global Program V2. the Guide

One of the big questions Researchers get asked by recruiters and others is this: are you Qualitative or Quantitative? My answer is this: The Question dictates the Method, not the other way around. So A better question is how do you apply which methodology to answer a question? An even better question: What is the purpose of the research and how does it relate to the business KPIs, or the team's OKRs?

< Back Ramen Hero Persona Journeys A gourmet online Ramen service needed to know how to market to clients by understanding who they were. Power in Numbers Programs Locations Volunteers Project Gallery Previous Next

< Back Stella & Dot Journey Field Work Three seperate products lines were using the same sales model. One did not match the others. The data told us nothing, but the feild did. Power in Numbers Programs Locations Volunteers Project Gallery Previous Next

< Back Wealth Varies by Era - Truist Socioeconomic decisions are often mitgated by historic events. These events can group clients by age, and inform the psychology of decisions they make aorund wealth. Power in Numbers Programs Locations Volunteers Project Gallery Previous Next

other work Education Tactical Usability Usability is a way to measure Good User Experience and focuses on the tactical ways of understanding a digital product. It focuses on the three "Es": efficiency, ease of use, and effectiveness. Education Advocacy A deck I originally wrote for a start-up as I was developing process and protocol. It has been updated based on the needs of stakeholders in various settings and organizations. HR Lead Kevin Nye This is your Team Member description. Use this space to write a brief description of this person’s role and responsibilities, or add a short bio. Customer Support Lead Alex Young This is your Team Member description. Use this space to write a brief description of this person’s role and responsibilities, or add a short bio. QA Specialist Andrew Cole This is your Team Member description. Use this space to write a brief description of this person’s role and responsibilities, or add a short bio. Content Strategist Debbie Green This is your Team Member description. Use this space to write a brief description of this person’s role and responsibilities, or add a short bio. Product Manager Alissa Rose This is your Team Member description. Use this space to write a brief description of this person’s role and responsibilities, or add a short bio. Apply Today This is a Paragraph. Click on "Edit Text" or double click on the text box to start editing the content. info@mysite.com 123-456-7890

The Full Story About This is your About Page. It's a great opportunity to give a full background on who you are, what you do and what your website has to offer. Double click on the text box to start editing your content and make sure to add all the relevant details you want to share with site visitors. Mission This is a Paragraph. Click on "Edit Text" or double click on the text box to start editing the content and make sure to add any relevant details or information that you want to share with your visitors. Vision This is a Paragraph. Click on "Edit Text" or double click on the text box to start editing the content and make sure to add any relevant details or information that you want to share with your visitors.