The Challenge

Dell’s Thought Leadership team recognized that the publication of a major industry research report represented an opportunity to shift the perception of the company from a technology vendor to a trusted advisor, but needed help designing content for a digital experience that delivered on that promise.

My Role

As a co-lead researcher, I co-facilitated alignment workshops, helped document and define requirements, worked to develop the research plan, executed and analyzed the study, and developed insights and recommendations on positioning, tone, content, and page narrative structure.

Outcomes

Insights regarding tone, positioning, and content were well-received by stakeholder team and will likely prove to be durable guidelines as additional pages are developed. Specific recommendations on copy and narrative sequencing drove a quick turnaround on a new iteration of the page, allowing the team to meet their tight production deadline with the confidence that the content and design were thoroughly validated.

Activities

• Discovery and alignment: Co-facilitated a discovery workshop to align on business goals, north star, target personas, knowledge gaps, and design requirements.

• Persona refinement: Gathered additional information from stakeholders on key personas; enhanced artifact with psychographic and behavioral data based on specific requirements for this initiative.

• Qualitative message testing: Collaborated on research plan for qualitative message test focused on comprehension and emotional responses to page content. Analyzed and synthesized findings from 24 qualitative sessions comparing two approaches.

• Readout and recommendations: Delivered overarching insights on focus, tone, and content of messaging as well as specific, actionable recommendations for page layout and copy.