Portfolio/Projects

SIGMA COMPUTING is a start-up cloud-native business analytics platform for business users. I led the creation of a try-it-yourself “Sigma For Marketers” flow that created 5X free trial signups and increased MOFU conversions.

Steps: Determine most valuables kinds of analysis marketers want to do, and identify biggest blockers to doing them

Graph showing survey results that campaign spend attribution and optimization was the most valuable data task Sigma could help marketers do

Chart showing survey results that the biggest blockers to doing campaign spend attribution is that the data is in different places and is hard to aggregate. And that marketers don't necessarily know how to organize and analyze it

Steps: Create a flow with several core paths marketers could take to understand how Sigma can help them do campaign spend optimization

Flow diagram of the different paths I devised for the projects (quick clickthrough, do tutorials, download sample workbooks)

Steps: Create prototype of flows. Get feedback from prospects on which flows and features they preferred

Screenshot of prototype showing steps of campaign spend attribution

Flow diagram showing the results of feedback on which flows people preferred (they two top were the quick clickthrough and the tutorial)

Graph showing how easy or hard prospects rated the "try it myself" tutorial

Graph showing how confident prospects where of their ability to use Sigma after going through the tutorial. in the 6 ranking options, 80% put themselves in the top two ranking levels

Steps: Design final flows and interfaces (collaborate with design and engineering). Test, launch, track

Screenshot of launched "try it myself" tutorial

Screenshot of "Sigma for Marketing" landing page

National Safety Council is a 100+ year old workplace safety training organization. I led the qualitative and quantitative research that defined a new primary persona and identified numerous new business opportunities.

NSC goals: Develop new and update existing personas driving marketing and sales strategy

Steps: Create and execute surveys and interviews to meet those goals

Step: Map prospect/customer journey through evaulation of safety vendors and making a purchase

Image of customer journey with inset video of a participant talking about the initial steps in the journey that are highlighted

Step and insight: Analyze data and find a new primary personas...decision-makers on workplace safety who sit in Marketing

Insight: Also realize via analysis that there are additional first aid sales and upsell oppotunities the company hasn't explored yet

Image of survey results about first aid offerings

Image of recommendations for how NSC should bundle and package certain first aid offerings

Results: Defined new, unique primary persona ("HR Rick"). Identified new business opportunities for different lines of business.

Square is a leading financial technology platform for businesses. I led a cycle of qualitative research, identified core weaknesses in how handheld point-of-sale devices enabled order management, and recommended solutions

Square goals: Compare strengths and weaknesses of Square handheld devices with competitors re: customer use/usability of order management

Steps: Use diary study and interviews to identify use cases, biggest pain points, opportunities for improvement

Image of a clover handheld point of sale device

Image of someone holding a POS device as they would while working

Screenshot of one of the screens in a flow being described by a Square user

Image of basic overall order management flow

Image of basic order management flow but with pointers calling out weaknesses

Chart of the tasks -- by frequency -- that users have a hard time completing with current devices

Insights: Assembly line style workflows are too brittle for the way people have to manage orders

Quote from one of the interviewees re: order and inventory management

Results: Recommended numerous changes to the order management workflow to enable more flexibility for workers to make changes to orders. Also delivered a list of "low-hanging fruit" upgrades the client could make to several existing features based on

Pac-12 Networks was one of the first sports tv networks to enable watching via streaming apps. As Senior Director of Research and Design, I revamped the website and apps to better engage fans, increase viewership, and drive revenue

Goals for Pac-12 Networks: redesign digital platforms to better engage fans. Increase pageviews, users, time spent on site

Steps: Analyze traffic data to discover what users were going, when they were doing it, and potentially understand what they were seeking

Image of Pac-12 traffic data from Google Analytics

Insights: Visitors seemed to particularly seek and visit content on teams (e.g. USC football) vs sport (Pac-12 men's basketball) or school (Oregon). This may seem obvious but it wasn't how the Pac-12 conference and network had approached content to d

Steps: create and automate Event pages to capture interest. Create and automate schedule pages that also made team schedules more prominent. From both of these promote how to watch the games and getting team or game alerts. Also increased prominence

Chart of what content event pages should prioritize in the 3 main stages of an event (before, during, after)

Screenshots of mobile web event pages before and after an event

Map of traffic increase generated by new event pages

More Pac-12 goals: Increase Pac-12 viewership (on tv, in app, etc). Increase subscriptions to Pac-12 tv provider partners

Results: PVs 30%, Users 20-25%, time on site 15-20%

Series of screenshots showing the "How to Watch" flow: screen 1

Step: Map out "How to Watch" flows to link from nearly every event page

Series of screenshots showing the "How to Watch" flow: screen 2

Series of screenshots showing the "How to Watch" flow: screen 3

Series of screenshots showing the "How to Watch" flow: screen 4

Series of screenshots showing the "How to Watch" flow: screen 5

Series of screenshots showing the "How to Watch" flow: screen 6

Series of screenshots showing the "How to Watch" flow: screen 7

Series of screenshots showing the "How to Watch" flow: screen 8

Series of screenshots showing the "How to Watch" flow: screen 9

Results: Drove 10X the traffic to tv provider sites than the year prior

Sagewell Financial was a fintech startup focused on optimizing people’s spend-down during retirement. Via research, I identified the ability to double the price of Sagewell’s core services with only 5-10% decrease in conversions. I further defined the “Interest Rate Dad” persona and created a customer engagement journey for sales and marketing.

Sagewell goals: Increase revenue and determine how to maximize engagement of "Interest Rate Dads" persona

Steps: 200-person survey of broad target audience. Interview advisors who talked with customers. Review transcripts of past customer interviews

Image from survey of people's biggest concerns re: retirement

Bar chart of results from survey re: barriers to making good decisions in retirement

Insights: Determined there was more price flexibility than we had realized for Sagewell's monthly subscription for it's most basic set of financial tools and services

Image of survey results regarding how much people said they would pay for Sagewell's base subscription service

Image of engagement journey Sagewell should use to upsell and cross-sell "Interest Rate Dads"

Results: Doubled the price of Sagewell's base offering with only a 10% decrease in conversion rate

Additional project examples, videos, etc. are available upon request.

Portfolio/Projects

Gretchen Atwood