Case Study 2

Overview

My Role

The Problem

The Problem

Led end-to-end usability research and analysis
Defined research approach aligned to business and conversion goals
Synthesized user behavior and mental models into actionable insights
Presented findings and recommendations to stakeholders

The Problem

The Problem

The Problem

The lead submission experience suffered from:

Confusing navigation and unclear labeling
Inefficient flow structures impacting completion rates
Misalignment between user expectations and system design

These issues reduced both the quality and quantity of submitted leads.

Approach

The Problem

Approach

I designed a usability study to evaluate real user behavior in the lead submission process.

Conducted stakeholder interviews to define goals and success criteria
Recruited participants aligned with target user profiles
Facilitated remote moderated usability testing (think-aloud protocol)
Analyzed qualitative findings to identify behavioral patterns and friction points
Synthesized insights into prioritized recommendations

Key Insights

What I Influenced

What I Influenced

Research revealed that users:

Struggled with navigation clarity and labeling consistency
Experienced friction due to unclear system structure
Relied on mental models that did not align with the existing flow

These findings highlighted key opportunities to simplify the experience and better align with user expectations.

What I Influenced

What I Influenced

What I Influenced

Identified experience barriers impacting conversion performance
Shaped redesign recommendations prioritized by business and user impact
Informed implementation decisions through executive-ready presentation
Improved alignment between user needs and business goals

Outcomes

What I Influenced

Outcomes

20% increase in “good” lead submissions following implementation
Improved user satisfaction and positive feedback ratings (4–5 stars)
Strengthened stakeholder confidence in UX-driven decision-making
Secured continued client engagement based on project success