Arizona Tourism
Research drives design decisions. I led a small team through a number of design and user research exercises that helped shape the structure and content of Arizona Tourism’s website. The insights from our competitor analysis ensured the final product delivered a superior experience compared to their rivals.
Common questions
How well do you really know your users? If we want to build a website they’ll love, we need to get to know them properly—what drives them, what frustrates them, and what makes them click. We’ll use tools like interviews, questionnaires, empathy maps, user stories, and personas to uncover those insights. The methods we choose will depend on the questions we’re asking, but the golden rule is simple: leave assumptions behind and stay curious.
It’s the foundation for creating a website that truly delivers a better experience. After all, your audience is constantly comparing you to the competition, and we want to make sure you come out on top. That’s why we dig deep into both your website and your competitors’, using project-specific criteria to uncover what’s working, what’s not, and where the best opportunities lie. We then distil everything into a clear, actionable document packed with insights and recommendations—so every design decision is backed by evidence, not assumption.
Yes, I'm often brought in to run a user and design research sprint that culminates in actionable insights and recommendations. We then create a visual website map with a detailed page structure to get everyone aligned before handing over everything to a design team who can now hit the ground running.
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