https://www.allyciapuzas.com/work daily 0.75 2021-01-30 https://www.allyciapuzas.com/work/b2b-marketing-case-study monthly 0.5 2021-02-03 https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1610829334055-XN96O43SG60Z4SVB7K6P/Process_questions.png Work - B2B Marketing Case Study - My Approach: Telling the most impactful story I reached out to some of Pollfish’s biggest clients who had used our tool to gain insights during the pandemic to discover what they learned and how speed played a role in their ability to get the job done. I focused on stories that were able to share tangible results to uncover which stories would be the most impactful. Bustle Digital Group readily agreed to participate. I developed an interview protocol and arranged time to speak with their insights team to uncover their reason behind using Pollfish, what they expected to achieve, and how our tool was able to help them move quickly in a time of crisis. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1610829259828-6LWS75QR2MIUYXG3PIPH/bustle_case_study_hero.png Work - B2B Marketing Case Study https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608575487208-AHTSYF0T765DJ2A59EWA/Article-+real+phone.png Work - B2B Marketing Case Study I took the lead on developing a story that would highlight Pollfish as an instrumental part of Bustle’s ability to rapidly provide news that met their target audience where they were at. I led copy and communications, starting with a draft that I shared with stakeholders to ensure that information was presented accurately and aligned with their brand standards. I also developed accompanying designs for our site that showed the outcomes of Bustle’s insights through Pollfish’s brand styling. https://www.allyciapuzas.com/work/palette-app monthly 0.5 2021-02-03 https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608578149680-YJ3SSF7OLEYN84ZJZYUZ/Detail+Pop.png Work - Palette App - II. Feature Prioritization I updated the competitive feature inventory using the findings of my user-research, which revealed a significant gap in users’ key needs and wants when it came to wine-pairing apps. Throughout the user interviews, personalization came up as a highly desirable feature. None of the competitive apps offered anything similar, giving our app a chance to stand out as a leader among wine-pairing apps. Personalization was the game-changing feature that our users expressed needing in order to find success in their wine-pairing goals. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608577952839-XASGBYKV65UTBY2ZQMJ3/Capture2.JPG Work - Palette App - III. Design Iterations Starting with low-fidelity wireframes and paper prototypes, I gained initial user-feedback on my app. I discovered that certain elements of the experience were confusing or required too much effort from the user to complete the actions, and used those findings and the takeaways from my card sorting exercise to create a sitemap and iterate for clarity. Through a series of user testing and iterations, I learned that users were still overwhelmed by choices on pairings, and changed the flow and navigation in an effort to simplify the experience. My original user interviews demonstrated that the meal is always chosen first, so instead of making users choose both food and wine to pair, I pivoted focus on selecting a wine to pair with a meal. Copy was also added or changed as needed to make prompts more clear and complete to help users get to the next step. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1610832733139-6C70L1COTIJ3FZTMH3ML/ux_app_hero.png Work - Palette App https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1610832661167-AODVUI9NCWIBL6NEZ66K/Research+goals.png Work - Palette App - My Approach: User-centric process I. Research I began with competitive research to learn what current options already existed and to get a sense of what features users might like, expect, or need to learn more about wine pairing. I discovered a gap in the current market—many apps helped users select and purchase wine, but didn’t necessarily offer specific assistance to wine pairing. I used that information to shape my research protocol, then reached out to a broad network of people who had either an interest in, or desire to, pair wine with meals. I interviewed 4 potential users with varying levels of experience in wine-pairing. https://www.allyciapuzas.com/work/ux-writing-onboarding-example monthly 0.5 2021-01-30 https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1611959091985-6DFCKHUQT6N12Z4J1YMX/ux-writing-card2.png Work - Onboarding Copy for SaaS - Key changes: 2nd Card I removed language specific to cost, as the pricing had changed to a quote-based system. I focused on letting users know that they wouldn’t need to pay until they accepted a quote that was specific to their project. I refined the copy for brevity, testing among a group of users to ensure clarity with each iteration. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1611016491775-S5D2MGBMEZVHNWFH6NEH/Client_Quotes.png Work - Onboarding Copy for SaaS - My Approach: Plain Language Based on User Research I started by organizing a small hallway test of users to understand how they were experiencing our offerings from the initial onboarding to determine where pain points began. My goal was to learn how users talked about the features or what they valued to identify areas for improvement in our language or design. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1611016797027-YH5NYF8B5CW1S380KL5W/onboarding_UX_hero.png Work - Onboarding Copy for SaaS https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1611958120593-I5778TX496UL39YHREU9/Before+screens.png Work - Onboarding Copy for SaaS Original onboarding cards. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1611959052595-LFSMU07FA87IWRUZIFKN/ux-writing-card1.png Work - Onboarding Copy for SaaS - Key changes: 1st Card I framed the two offerings in ways that appealed to our different audiences: those who like the idea of exploring the tool and doing it on their own (control) and those who want assistance to ensure they’re doing it correctly (expertise). I removed mention of specific features, which could be discovered at a later time, and opted to use terms like “hire” and “schedule a free consultation” to make it clear that the “research expert” was an additional service. https://www.allyciapuzas.com/work/category/UX+Research monthly 0.5 https://www.allyciapuzas.com/work/category/Content+Marketing+Strategy monthly 0.5 https://www.allyciapuzas.com/work/category/Copywriting monthly 0.5 https://www.allyciapuzas.com/work/category/Branding monthly 0.5 https://www.allyciapuzas.com/work/category/UX+Writing monthly 0.5 https://www.allyciapuzas.com/work/category/UX+Design monthly 0.5 https://www.allyciapuzas.com/work/category/Brand+Strategy monthly 0.5 https://www.allyciapuzas.com/work/category/Marketing monthly 0.5 https://www.allyciapuzas.com/work/category/Visual+Design monthly 0.5 https://www.allyciapuzas.com/home daily 1.0 2023-08-13 https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1607996606414-VZIUZQMMO6HG9XOULB5Y/window-outline.png Home https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1607996301068-A4WGXH78EGL8XQLWM9AA/list-interface-symbol.png Home https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1607996070047-FAJENB0IB1B0PPWTUBIO/user-outline-male-symbol-of-interface.png Home https://www.allyciapuzas.com/contact daily 0.75 2023-08-13 https://www.allyciapuzas.com/about daily 0.75 2023-08-13 https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/86e03a20-5013-4264-b38f-31b6fbf56171/Ally_puzas_headshot.jpg About - GET TO KNOW ME My philosophy is that content should serve a purpose at every touchpoint, whether that’s a podcast or a push notification. As a content designer from a marketing background, I’m a strong advocate for a story that delivers. I take a holistic approach to seamlessly and strategically help people discover, understand, adopt, and use products they love. https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608072033255-WRTXU4EY78XX580RBBPJ/list-interface-symbol.png About https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608071996639-6IAJIIS38VM8V0QA3N4F/user-outline-male-symbol-of-interface.png About https://images.squarespace-cdn.com/content/v1/5fd8065a323b835b65856f9c/1608072061192-UP25GMI69PJ6T6183QVR/window-outline.png About