DELIVERABLES

Content calendar, Raw data repository, Budget planning, Invoices, Video interview clips, Proof of concept

METHODS

Stakeholder interviews, Contextual inquiry, Comparative analysis

ROLE

Lead, I was a team of one with allies on multiple teams

Objectives

• Create a single source of truth the company can mine to inform better decisions

• Design a taxonomy to make hundreds of video interviews and written responses easy to search and spot insights

Execution

A tool audit based on our unique requirements led me to Airtable. I presented my decision to the director of engineering, chief creative officer, and lead product owner for approval.
I knew I had to find the single best tool to stitch a patchwork of the many tools each department has.

Collaboration

I met with each department to build their (workflows) into the repository:

• Content calendars

• Release schedules 

• Marketing automation plans

Impact

The repository heavily relied upon across the company to locate key data and streamline fact-based decision making. 

Reflection

Now, any department or team can reference all research outreach (future, active, and past). 

• Better brand continuity

• Reduced list burnout 

• Faster fact-based decisions