lululemon Wish List Goals The current experience of adding an item to a wish list when not logged in redirects users to a new page. There is user drop-off at this point (no metrics provided) and guests are not continuing to log in and add items [...]

lululemon Search and Filters Goals: Elicit pain points and recommendations across specific features of the search experience across desktop, mobile web, and app. Methodology: Moderated interviews: 5 desktop, 5 mobile web, 5 app Split male/female, Canada/US Focus on non-customers except for app users Wins: Fortunately, there [...]

Personas How-To Guide Background Pro bono work for a non-profit organization whose mission is to empower motivated students from low-income backgrounds to graduate from college and pursue a fulfilling career by providing a ten-year, tuition-free program that provides students with the opportunities, resources, and relationships to [...]

Koena Probiotics U&A Study Goals Goals for the values-based segmentation develop an actionable consumer segmentation for probiotics in Canada based on consumer’s attitudes, emotional disposition, and behaviour identify the financially optimal target segment(s) based on the segment’s size, category behaviour, and their purchase power map regional [...]

Home Hardware Shopper Journey Background Home Hardware wanted a refresh of their strategy in light of changing consumer values, communication channels, and increasing competition. In order to deliver all the insights that would be required to support a new strategy, several deliverables were included in the [...]

RBC First Time Home Buyer Journey Background As the Senior Researcher for the team responsible for creating digital experiences to support the RBC mortgages business and their customers, I spent 12+ months conducting research with Mortgage Specialists and first time home buyers. The goals for all [...]