ARTIFACTS

I've used many types of diagrams, models and frameworks to tell stories. Those stories enable me to help companies and clients better understand their customers, organization, business, market and industry.

Below are a selection of artifacts I've created to help tell those stories to

companies and clients I've worked with.

Customer Journeys

Customer journeys tells a story of how a customer interacts with a brand. Sometimes journeys are high level and outline all the touchpoints a customer may engage or more granular, illustrating a particular part of a journey. Journeys are particularly useful to align what the customer needs to do with the required features and functionality.

Customer journey outlining how customers find, evaluate and ultimately rent houses

A comprehensive customer journey for Viking Cruises showing all the steps and activities a customer goes through from booking a cruise, traveling to their port, boarding, experiencing their cruise and post cruise.

A comprehensive customer journey for Viking Cruises showing all the steps and activities a customer goes through from booking a cruise, traveling to their port, boarding, experiencing their cruise and post cruise.

This journey tells the story of all the ways customers may physically and digitally can become aware of, and interact with a brand. This became a springboard for evaluating a solution strategy for the client.

Personas

Personas should represent archetypical aggregates of actual user or customer attributes and behaviors. Personas are valuable as they provide a way for a team to share empathy for those that use their products and services. Personas aren't static and should continue to evolve as the world an organization lives in changes along with its customers.

At the NFL we created a persona model called FIRE that categorized football fans as some mix of Friendship, Identity, Recreation and Expertise. This model was developed and validated through comprehensive research and was used to evaluate potential product and service concepts against.

Affinity Models

A series of diagrams were created for Toyota to illustrate similarities and differences between people with different affinities with the brand research a new Toyota. What it shows is that while people go through generally the same steps yet have vastly different approaches as to how they advance through those steps depending on their their knowledge, desires and affinity with Toyotas offerings.

Business Value Alignment

We can't design experiences in a vacuum. Design is always a compromise and our efforts have to live between user value and delight and ensuring solutions meet the needs of the business. Frameworks like this help us align business value with solutions that respond to those goals.

Strategy Frameworks

Often clients ask for fresh thinking in terms of the business strategy for their organization their digital experiences impact. Design research often informs business strategy and vice versa so we should always be cognizant of the larger strategic picture.

Depicting market distribution of the prepared food market, how much of it our client owned and where additional opportunity for growth lay.

Market landscape and positioning - depicts synthesis of research to understand the market for a major bicycle component manufacturer.

Making our point visual. Depicts how the level of innovation an organization engages in is tied directly to its P/E Ratio and market performance.

Core competency diagram to help a global company understand its core-competencies and how they map to other business verticals and opportunities.

Activity Studies

Part of contextual research often is to understand physical spaces and how

people operate and behave within them

This example depicts activity within a pediatric ICU that analyzed both activities and time

spent by caregivers with a goal of understanding the flow of activities and

identifying potential issues and product opportunities.

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