Bixel Exchange, Tech & Innovation Center
Facilitator & Lead Researcher
Communication Study & Creative Strategy for Non-Profit
Spearheaded 'Project Mercury' a human-centered design focused, communication study and creative strategy project with emphasis on understanding the needs of two core target audience groups in alignment with growth and communication tactics for Bixel Exchange, Tech & Innovation Center a non-profit division at the Los Angeles Area Chamber of Commerce.
Facilitated, led and planned exploratory research to validate two target groups, funders and company partners. Formed shared alignment on goals and audience through a series of design thinking workshops, which led into qualitative research. Interview sessions were setup for a 1:1 conversation with structured guide to ensure meeting project goals.
Research analysis informed a validated creative strategy aligning with an agile iterative delivery plan. Strategy includes a priority of problems to solve and a process for doing so. Enablement and coaching of project tactics were executed throughout to teach on-sight team how to continue human-centered design efforts beyond my engagement.
Top Skills: Team Lead, Human-Centered Design, Qualitative Research, Service Design, Persona Development, Creative Strategy, Brand Development, Business Strategy, Growth Tactics, Project Management
shared alignment
In a half-day kickoff workshop we focused on shared alignment of goals, market audience and potential obstacles.
The Bixel Exchange team worked collaboratively in thought leadership for the kickoff workshop.
Defining Target Audiences
Before heading into qualitative research, the team brainstormed assumptions to explore and validate the audience.
To help define research goals, the team indvidually brainstormed persona breakdowns of the target groups.
Exploratory Research & Analysis
Led qualitative 1:1 research sessions with eight individuals identified in the target audience groups.
Our research synthesis was done in an agile manner and kept portable for varying locations of analysis.
Insights and Validation Led to Creative Strategy
Validated Target Groups
Our research allowed us to validate the needs, behaviors and workflows of our target audience groups.
We developed shareable personas for each of the groups.
Each persona featured the facts about their workplace needs & behaviors.
Partnership cycle and workflows defined by research insights:
The facts gathered about our target groups allowed for a deep understanding of their workflows.
Key insights and problems statements from research:
Creative strategy
We shared our research evidence and validated product strategy with stakeholders before beginning production.
We prioritized the top problems from our target groups against business needs.
The prioritization exercise started on whiteboard for easibility.
The validation from research and collaboration from the team led to a defined creative strategy:
Delivery Plan
Aligning with lean and agile processes we implemented an iterative, cyclic delivery plan.
Led brainstorm activities to define execution for solving prioritized problems:
We took the number one problem and started brainstorming against 'how might we' solver for that.
Prioritized concepts for Frank persona from brainstorm
Prioritized concepts for Penelope persona from brainstorm
Beginning exercises to solve for the second problem:
Led business model canvas workshop to look at org holistically
Began brainstorming core values to assist in defining value props
Appendix
Various activities and tactics used to cross-validate and collect varied data for refining the creative strategy.
Seeking wholes in the market for easy wins with business strategy:
Competitive analysis visualization for quickly identifying opportunities.
Social traction across completitors to assist with identifying wins with communicaiton.
Key learnings from brand audit survey sent to newsletter list and interviewees:
