OVERVIEW

As part of a 4-member UX research team, I conducted generative and evaluative research for Rogers Communications, Canada’s largest telecommunications provider. The research spanned Rogers’ consumer and business lines, Fido and Chatr brands, and the Rogers Design System, with a focus on improving digital products, online purchase flows, navigation, and internal tools for agents and sales reps.

MY ROLE

1. Conducted 25+ studies over 2 years (mix of generative and evaluative research), including in-person UX lab sessions and remote studies using UserTesting.com during COVID-19.

2. Designed and executed tree testing and card sorting studies to improve navigation and content findability across Rogers and Fido websites.

3. Interviewed internal stakeholders to identify adoption challenges, crafting a strategy to improve design system uptake.

4. Led call listening sessions with customer care teams, synthesizing insights to improve agent tools and digital touchpoints.

5. Mentored junior designers, set up research repositories and reusable templates, and published monthly newsletters to share findings across teams.

PROCESS

1. Conducted extensive research on wireless buy flows, identifying 6 key themes impacting customer confidence in online purchases and driving store visits.

2. Used tree testing and card sorting to restructure navigation and optimize product discoverability for business and consumer audiences.

3. Collaborated with design, product, marketing, and engineering teams to implement actionable improvements for Rogers and Fido apps, digital properties, and internal tools.

4. Pivoted to remote research methods during the pandemic, leveraging UserTesting.com to accelerate digital enhancements.

5. Synthesized insights from generative research, journey mapping, and call listening sessions to drive improvements in customer support tools for sales reps and agents.

OUTCOMES

1. Improved navigation and findability through tree testing and card sorting, aligning site structure with user mental models.

2. Enhanced digital purchasing experiences by addressing confidence gaps in online wireless buy flows, leading to measurable improvements in customer satisfaction.

3. Promoted discussions on pricing transparency, praised by senior leadership for driving meaningful organizational change.

4. Improved research efficiency by setting up templates and repositories, reducing feedback cycles for designers and product teams.

5. Strengthened cross-functional alignment by sharing insights via newsletters, fostering collaboration between teams.

To know about the details of the projects I worked on, email me.