Dutch Bros Usability Test & Data Analysis
Eight participants, one homepage, and only one of them could clearly explain what the site was for. Built the full testing setup from scratch: pre/post questionnaires, scenario tasks, observation sheets, a moderator script, and expected user paths mapped before sessions began.
Navigation issues pointed to a structural problem: users couldn't tell what the site was for or where to go. Recommended reorganizing the main menu and clearer category labels.
View usability test ↗The process mirrors product work: define the problem, gather data, turn findings into decisions. The test generated both qualitative observations and quantitative task completion data, which drove a prioritized set of recommendations rather than a wishlist.
Apache Junction Visitor's Page: UX Research Proposal
A seven-person team proposed a UX research strategy for a real client: the town of Apache Junction's tourism website. Recommended a mixed approach, including in-person usability testing with seven participants and a survey targeting 60 to 100 responses.
Writing for a real client meant explaining the approach, justifying it, and accounting for time and resources. A proposal isn't just the plan, the client has to believe you understand the problem before they'll trust you with the solution.
View research report ↗The same dynamic shows up at Ledger constantly. Whether it's proposing a content restructure to a product manager or explaining a new information architecture to a support lead, the work is the same: make the problem legible, make the recommendation defensible, make it easy to say yes.
Stakeholder communication is a skill. This project was the first time it was practiced in a structured way against a real brief with a real client on the other end.
Apache Junction User Personas: Jessica, Dale, Leann
Three personas built to represent different visitor types, each grounded in data from a real recruited participant, not built from assumptions or demographic guesswork. Working through distinct perspectives before writing research questions made the whole study more focused.
The first time audience analysis was approached in a structured, research-backed way. It changed how documentation work gets approached: before writing anything, ask who is reading this, what do they already know, and where are they likely to get confused.
Persona work is not academic. The same process shows up in every content decision at Ledger, the audience for a security article is not the same as the audience for a hardware setup guide, and the structure has to reflect that.
