Background
Coca-Cola aimed to enhance digital engagement across its brand portfolio by optimizing website experiences, integrating new technologies like voice AI, and improving user satisfaction.

Methodologies

• Remote usability testing, 1:1 user interviews, and surveys.
• Persona development, customer journey mapping, and empathy mapping.
• Usability testing for voice AI and smart device integration.

My Role
As a Senior UX Researcher, I led research efforts to understand user needs, improve digital touchpoints, and drive innovation through new technology adoption.

Process

1. Research Design: Defined research goals and methodologies to address digital engagement challenges across 33 brand websites.
2. Data Collection: Conducted usability tests, interviews, and surveys with diverse user groups to gather insights on pain points and preferences.
3. Analysis and Synthesis: Developed personas, customer journey maps, and empathy maps to guide design decisions.
4. Prototyping and Testing: Collaborated with designers and developers to prototype new features and validate them through iterative testing.
5. Implementation: Provided strategic recommendations that informed website redesigns and the integration of new digital experiences.