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Marketing & Sales
Aug 31, 2018

User-Centered Design Playbook: A Case Study

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

Signal, my digital agency, has had the opportunity to work with some of the world’s largest brands, as well as many businesses based right here in Wilmington.
 
No matter how large or small the client, our focus has always been on user-centered design.
 
Recently, we worked with the world’s largest independent distributor of Toyotas to help them:

  • Identify and improve any website navigation and usability issues
  • Personalize content based on where customers are in the life cycle
We’ve created a case study based on the experience that I believe can be a “playbook” for any company looking to optimize and enhance their customer experience (CX).
 
Our approach typically follows a four-step process, tailored based on client needs:
  1. Planning and research – Understand current website performance and identify opportunities using existing data and information (personas, heatmaps, analytics, etc.).
  2. Information architecture – Remove redundancy and make paths more relevant and intuitive to the tasks at hand (based on task audits, card sorting, etc.).
  3. User interface – Anticipate what users might need to do and ensure that the interface has elements that are easy to access, understand, and use to facilitate those actions* (developing clickable prototypes, etc.)
  4. Testing and Optimization – Test the new design with real website users (traditional focus groups and crowdsourced testers, etc.).
Please read the full case study here:
https://signalinc.com/user-centered-design-playbook/
 
* https://www.usability.gov/what-and-why/user-interface-design.html

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.

 

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