Problem
Our company faced an upcoming rebrand. Marketing and Design needed user-centered insights on brand perception and the value proposition the new brand should embody.
My Role
As UX Researcher, I designed and executed a research plan to understand user sentiment towards the current brand and their ideal brand experience.
Our company faced an upcoming rebrand. Marketing and Design needed user-centered insights on brand perception and the value proposition the new brand should embody.
My Role
As UX Researcher, I designed and executed a research plan to understand user sentiment towards the current brand and their ideal brand experience.
UX Disciplines: Facilitation, User Research, Information Design.
Deliverables: User Interviews, Demographics, Survey results, Synthesized Report findings from triangulated research.
Deliverables: User Interviews, Demographics, Survey results, Synthesized Report findings from triangulated research.
Triangulated Research:
To ensure reliable results, I proposed a multi-phased approach with data triangulation:
To ensure reliable results, I proposed a multi-phased approach with data triangulation:
- Customer Interviews & Demographics: 16 in-depth interviews revealed user experiences and brand perceptions. Demographics were compared to existing data, uncovering discrepancies helpful to both the client and our Marketing team.
- Brand Personality Survey: A survey sent to loyal customers explored user needs (jobs, pains, and gains), brand personality traits, and desired service outcomes. 140 insightful responses fueled brand personality development.
- Internal Stakeholder Interviews: Conversations with COO, CEO, Marketing Manager, and Customer Service Representatives provided valuable internal perspectives.
Each interview participant is represented by a different color. Similar responses were grouped and labeled to surface insights through affinity diagramming.
Results
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Two in-depth, actionable research reports delivered to Stakeholders and Executives
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Lessons Learned
This project's success hinged on collaboration across Marketing, UX, and Development. Cross-departmental engagement ensured efficient research execution and valuable outcomes.
This project's success hinged on collaboration across Marketing, UX, and Development. Cross-departmental engagement ensured efficient research execution and valuable outcomes.