Project Overview
My Role
UX Researcher
Analyzed web analytics data and customer segmentation survey with 4000+ responses for creation of personas. Created, collaborated on, and evangelize personas importance to client for future website redesign process.
Team
UX Researchers
Marketing Manager
Data Analyst
Accessibility Specialist
UX Designer
Context
6 month project I completed with a cross-functional team during my team at Anthro-Tech for the Oregon State Parks and Recreation Department (OPRD).
Timeline
January 2023 - May 2023
The Problem
OPRD aims to expand its customer reach beyond its popular camping and hiking offerings. The department's customer base is evolving, with a growing number of younger park-goers and visitors from diverse backgrounds. However, OPRD currently operates three separate websites that lack brand cohesion, leading to confusion for users navigating between them for various tasks. This fragmentation does not align with OPRD's changing audience and their needs.
The Methods
By analyzing web analytics and conducting a customer segmentation survey, I gained insights into the behaviors, needs, and preferences of current park-goers. This data provided OPRD with a valuable resource to better understand their audience and served as the foundation for the personas I developed to represent these insights.
The Solution & Results
OPRD found the personas valuable in synthesizing information they had previously considered, aligning with their understanding of current park-goers. However, we identified the need to expand outreach to better reflect OPRD’s evolving customer base. Together, we developed a timeline to incorporate this new project goal.
Analytics reports provided insights into user behavior across the different websites, highlighting how and when users switch between them to meet their needs.
This is an ongoing project currently in its develop phases. The new websites are poised to be launched next year!
See the three OPRD sites here: Park Site 1, Park Site 2, Park Site 3
