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<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<link rel="stylesheet" href="css/html5reset.css">
<link rel="stylesheet" href="https://use.fontawesome.com/releases/v5.7.2/css/all.css" integrity="sha384-fnmOCqbTlWIlj8LyTjo7mOUStjsKC4pOpQbqyi7RrhN7udi9RwhKkMHpvLbHG9Sr" crossorigin="anonymous">
<link rel="stylesheet" href="css/baguetteBox.min.css">
<link rel="stylesheet" href="css/style.css">
<title>Ascend UX</title>
<link rel="icon" href="imgs/favicon.png">
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</head>
<body>
<a href="#main" class="jump">Jump to Content</a>
<header>
<div class="global-nav" id="topnav">
<div class="navbar">
<div class="navbar_link navbar_link-brand">
<a href="index.html">Amanda Bassett</a>
</div>
<div class="navbar_link navbar_link-toggle" aria-label="menu icon">
<i aria-hidden="true" class="fas fa-bars"></i>
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<ul class="navbar_link">
<li><a href="index.html">Work</a></li>
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</div>
</div>
<div class="spacer">
</div>
<div class="banner" id="ascend">
<h1>Ascend UX</h1>
<h2>Research to improve the conference attendee experience.</h2>
<img src="imgs/ascend_banner.png" alt="ascend personas header image">
</div>
</header>
<div class="content">
<main id="main">
<div class="project-section">
<h2>Overview</h2>
<p><strong>Problem: </strong>Houston does not currently have a strong UX presence. PROS wanted to increase UX visibility in the community by hosting a conference geared toward UX newbies. This was the first conference that PROS had ever hosted, and they were looking to make the experience as streamlined as possible for attendees.</p>
<p><strong>Solution: </strong>Conduct research into the conference attendee experience and learn about the type of content that piques the interest of target audience.</p>
<p><strong>Duration: </strong>Independent project lasting ~6 weeks during internship.</p>
<p><strong>Role: </strong>Researcher.</p>
</div>
<div class="project-section">
<h2>Interviews</h2>
<h3>What matters to conference attendees?</h3>
<p>To gain some background information about potential attendees, I conducted <strong>11 semi-structured interviews</strong> with students, early-career professionals, and career-changers. I asked them about previous conferences they had attended, their opinions about things that they would like to see improved, and what topics interested them most. After completing interviews, I looked for common themes across my notes.</p>
<img src="imgs/ascend_process.png" alt="interview protocol and spreadsheet photo"/>
</div>
<div class="project-section">
<h2>Personas</h2>
<p>Once I had conducted interviews, I had enough information to construct personas to inform my recommendations. I created three personas, one for each target audience segment.</p>
<div class="gallery">
<a href="imgs/becca.png">
<img src="imgs/becca.png" alt="student persona"/>
</a>
<a href="imgs/sai.png">
<img src="imgs/sai.png" alt="non-UX persona"/>
</a>
<a href="imgs/noah.png">
<img src="imgs/noah.png" alt="early career persona"/>
</a>
</div>
<p>The personas emphasized the differences in priorities between the different groups who might attend the UX conference. Students were interested in learning about <strong>cutting-edge industries,</strong> such as autonomous vehicles and voice technology. Career-changers and non-UX professionals wanted a more <strong>broad introduction to the field,</strong> explaining that it's difficult to figure out how to get started in UX solely based on Internet searches. Early-career professionals, on the other hand, were most interested in learning about new techniques in the field and <strong>gaining hands-on experience through workshops.</strong></p>
<p>In spite of the differences in interests and priorities, all audience segments placed a high value on workshops and participation during conferences. As I moved into creating a journey map, I kept each group's unique needs in mind.</p>
</div>
<div class="project-section">
<h2>Journey Map</h2>
<h3>What matters to conference attendees?</h3>
<p>Based on the personas that I had created, I started creating a journey map of what people are thinking about when they decide that they would like to attend a conference. I began with a basic outline based on the responses I had received from my interviewees. From there, I drew separate paths for each target audience segment. While the basic journey was the same across interviewees, students were much more likely to think about networking opportunities than early-career professionals. This group was also most likely to be price-sensitive, pointing out that we would need to prominently call out student discount options within our marketing messages.</p>
<img src="imgs/journey_map.jpg" alt="journey map"/>
</div>
<div class="project-section">
<h2>Results</h2>
<p>After gathering information about the conference attendee experience, I presented my findings and recommendations to the greater team. Based on my recommendations, the team updated the marketing plan to include a greater Twitter presence, scheduled a happy hour for after the conference to provide more networking opportunities, and increased the amount of hands-on opportunities and discussion for participants. Pictured are a few of the slides from my presentation.</p>
<div class="gallery">
<a href="imgs/journey_map_slide.png">
<img src="imgs/journey_map_slide.png" alt="simplified journey map"/>
</a>
<a href="imgs/finding_slide.png">
<img src="imgs/finding_slide.png" alt="findings slide"/>
</a>
<a href="imgs/reco_slide.png">
<img src="imgs/reco_slide.png" alt="reco slide"/>
</a>
</div>
</div>
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<ul>
<li><a href="fares.html">PROS Internship</a></li>
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