https://www.cristinaoliveraheise.com/experiences daily 1.0 2020-03-12 https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e320a717dc3ff0abffb9bf5/1580337788117/SAP+persona+profile+1.png Work We created SMB persona profiles to inform the content strategy and the user goals on the site. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3200d0e05acd45ad60956e/1580335337184/SAP%2BProduct%2BLaunch%2BDigital%2BCustomer%2BEngagement%2Bv03%2Bcopy%2B2.jpg Work My detailed, annotated wireframes provided each team with what they needed to move forward with the new design. I built the wireframes in Axure. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31fc3c8f421a313f298c2c/1580334876386/SAP+home+new.png Work The new eCommerce store home page for SAP’s low-touch, no-touch software sales. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e321007c45bd22f78f982f7/1580339221526/SAP+buyer+journey+store.png Work I created a buyer journey to help the team understand the path to purchase and how we can improve the experience. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e32107b5fd9f804451edfa0/1580339333560/SAP+email+nurture.png Work To define lead nurture, I created a diagram that charts the logic of the buyer’s journey after they become a lead, visit the store, trial software and make a purchase. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e9bbf6248634882e1536d/1583258567284/pv+tot+proto+copy.png Work Internal user testing on a functional prototype validated the approach and allowed for iterative changes https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e9d4869266155eee7f963/1583258958753/pv+tot+collage+2.png Work The virtual try on tool integrated with the voting tool. Contact sheets could be generated from the tool similar to in store mobile photos. Acquiring votes from friends is a fun social engagement with a true CX benefit. With PickMyPair mobile app, sales associates could take photos of consumers’ potential frames and post the photos on PearleVision.com. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5ea0705eb6fa4a91f87e1c/1583260164180/PV+user+profile.png Work I utilized available PV research to create a persona profile to provide the team with a one-sheet touchstone. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e9fb01bb17a23b5b8adc1/1583259581943/pv+tot+collage+4.png Work Features of the online experience of the fun and engaging try-on experience made the purchase process easier and delivered a best-in-class experience. Users can take a style quiz, create a printable shopping list, find the nearest store and get special promotions. Users can share their images on Facebook or solicit feedback from friends with votes on the sites voting gallery. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e985a114c342cf3839172/1583257713047/pv+tot+2.png Work Promotion of the try-on-tool within the website. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e9af9e1de8c59415e5b4a/1583258386901/pv+cx+strat.png Work To enhance the shopping process and realize the vision of the Pearle ecosystem, we created a multi-faceted, fully integrated program that would support the consumer at key touch points throughout the shopping cycle. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5ea2b1de71fd5e03bdf993/1583260385980/PV+IA.png Work The IA of the site was 4 pages and included complex flows of the try-on-tool, registrations and appointments. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5ea4e18c66222768c2a1f8/1583260903616/pv+home+winner.png Work Aside from housing the try-on-tool, the site needed to offer licensed eye health video content, integrate with the retail and physician appointment scheduling while maintaining the highest accessibility standards across all touch-points for a high probability of target users with vision impairment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5e9689df133120a5be86e4/1583257307116/PV+u+test.png Work I sold-in, designed and executed the usability testing research of two design prototypes of the new PV website. Utilizing varying degrees of departure from the old homepage design, the distinct “Icons” vs “Sunglasses” test was conclusively in favor of the design on the right. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430e6025be3151646a11fe/1583851739028/Philips%2BISC%2B1.jpg Work The product interface shows the neurologist view of the test data output of the patient cognitive profile. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e691173c0636a2c9dcbaf6e/1583944059444/ty+tpm.png Work To map out the entire program, the buyer journey creation captured key audience insights in a reference guide that coordinated all the tactical elements of the cross-channel framework by mapping everything including lead scoring back to the buyer journey. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6930d41ef8cd3329cf1434/1583952096815/ty+phased+steps.png Work We worked with Tyco’s developers to increase their marketing technology capabilities along our phased maturity model approach. They used a home-grown CRM system called Compass and Eloqua. We guided them on how to optimize the database, tracking and reporting. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e692a795fd0d866a1a57b73/1583950464726/ Work Our cross-channel engagement model illustrated the logic of the program elements. We routed leads from outbound (push) and inbound (pull) channels to the content nurture program or into the sales enablement program. After completing the calculations and the routing framework, we moved to understanding the buyer wants and needs. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e692bd8863a733fda727c4d/1583950818986/ty+relate+locally.png Work We tailored messaging to locations based on crime rate data and used geolocation to target buyers. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e69290eb0cc6e4fc6135653/1583950124069/ty+2+of+5+email+nurture+plan.png Work In the end we created 5 detailed nurture tracks that planned all assets, links and necessary information for Eloqua programmers to develop. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e692c8c8f00da72b71f4d02/1583951006701/Ty+paid+search+humanly+relevant+offers.png Work Engineering meaningful engagement opportunities required me to redesign a series of tailored landing page templates for simplicity, usability, accessibility and to trigger higher conversions. Additionally a deep dive into the form and database strategy indicated that must ask for industry vertical. In the meantime the client used a 3rd party database de-dupe/append service. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a3471560ee7338aa8997a/1584018556065/ty+new.png Work In our Relate Vertically brand-to-demand campaign, we tailored creative communications to target specific industries like this example of storage companies. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e690e8d96011f2e1ed66519/1583943320199/ty+bj+based+content+planning.png Work To develop buyer journey-based offers and content we performed an audit, map-and-gap of current content requirements, did campaign needs-based conversation planning, and built campaign assets for each target industry. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6917d6c0636a2c9dcd4968/1583945691820/ty+lead+forecast.png Work Kicking off our engagement we calculated how we would reach TIS marketing’s goal – to drive 60,000 leads annually and increase lead-to-win conversion rates to 15%. We used SiriusDecisions waterfall calculator to determine the raw responders to qualified leads ratios and worked with the team to budget leads and dollars per channel. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e69316095285f1fb6c5432b/1583952231665/ty+dash.png Work At regular intervals we created a performance report that demonstrated success and told a story. We combined 3rd party data with Eloqua and other sources in Tableau. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a35d29cd8d351df581831/1584018911324/ty+smb+nurture+1.png Work We unpacked the soft-to-hard offer for each of the industries and conversations. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a2efd530e09007265aafe/1584017156651/ty+prioritize+tracks+by+segment+and+score.png Work Part of the scoring model included my guidance around investments and targets. High value industries needed to be nurtured with more brand touch-points in programs needing more investment. Other low value targets would have less tailored messaging and fewer touches therefore less investment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a30bff2bc4f1af79df0ee/1584017762127/Ty+advanced+nurture+a.png Work I created a framework that became the basis for the offer strategy demonstrating how we accelerate the path to purchase by moving the buyer from soft to hard offers including up-sell and cross-sell. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6917ea92968d6e6aaa3cd7/1583945718508/ty+ab+lang.png Work Our search program A/B testing showed buyers don’t use the same phrases as Tyco to search for security products and solutions. Tyco calls one of the solutions “Intrusion Monitoring,” but users search for “alarm monitoring.” This created a disconnect on the landing page: “Does Tyco have what I need?” By changing the language on the landing pages and the assets themselves we increased responses by 107%. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a5224f2bc4f1af7a348c3/1584026155004/adp+orchestrate+lead+mgt.png Work The key to acquisition was automated nurture that included retargeting and a series of 3 email tracks with sequential messaging. I built the logic requirements to execute the lead management development. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a5313560ee7338aadb682/1584026420330/adp+nurture+details+png.png Work I built out every nurture email for each of the 3 conversation tracks. Leads were assigned a track based on the inbound content offer that they chose to interact with. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a604a0b52bc4814184ddb/1584029777891/adp+lookalike.png Work We used social platform targeting capabilities to hypertarget key segments with tailored messages and catch people when they are actively searching for information such as culture, growth, millennials, hiring, benefits and other HR-related topics. Targeting existing records via CRM lists/integration to provide unique opportunities to hone in on key accounts and decision-makers. Audience size must exceed 1,000 records. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a6323bb6219675f5e433b/1584030504451/adp+next+best+exp.png Work To create a next-best-experience framework, I mapped prospects from unknown lead, to known lead with retargeting from user activity across channels to multiple paths. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a6158479366381da040c1/1584030057594/ADP+Behavioral+intel.png Work CRM retargeting, Look-alike models, Behavioral intent monitoring: In The Business Journal self-diagnostic quiz, we found unknown users exhibiting similar behavior as ADP’s best customers, and served them content offers to generate leads (guaranteed to meet specific criteria). We further qualified them via 3 custom quiz questions to evaluate role, timing and openness to schedule a free business assessment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a42cb560ee7338aaab8f4/1584022251926/ADP+campaign.png Work Our campaign tapped into the creativity and drive of entrepreneurs with messaging around “HR for a New Day”, and we targeted them at the right time with the right message in context of the buyer journey. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a4b1a65d2af22526760bb/1584024492666/a+adp+scoring+and+attribution+copy.png Work I devised a lead scoring model for IT to improve the qualification and routing the leads appropriately. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a71060b52bc48141be6ee/1584034068392/ Work Waterfall calculations at the beginning of the process allowed us to determine how many RRs to get into the top of the funnel and nurture them through to a closed/won sale. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a70829cd8d351df6365a1/1584034117534/adp+programmatic+overview.png Work The look-a-like targeting tactic as part of the programmatic & social buy can be tested and turned off if it is not performing. The tactic can be piloted very efficiently because you are only paying when a lead is generated. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a4ab6a1302d0f55818ee8/1584024259886/a+adp+profile+buying+group.png Work Profiling the buying group consisted of primary and secondary research, a constellation diagram showing the degree of influence each buyer has in the decision and priority persona profiles. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a53c5000a2652c17944b3/1584026615894/adp+bj.png Work Detailed buyer journey models and a content needs map for each of the four priority personas guided the entire IMC strategy and content strategy as well as lead management. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a760bbb6219675f623e0e/1584035347321/adp+enabling+tech.png Work We leveraged enabling technology and sources like Bombora intent data, the largest database of B2B interactions, to identify in-market companies. We added third-party data sources to narrow targeting to “Right Fit” companies and job titles and we used first-party intent data from users who had visited specific pages of the site. This allowed us to create an audience of users to whom we served targeted messaging. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a665b65d2af22526d10ec/1584031388583/adp+5+box+strategy.png Work My 5-box content strategy model that allowed me to map the content to the individual leads’ place in the funnel, to the buyer journey, and to the appropriate lead qualification score. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31f50138839578cd3742ed/1580332309751/FD+3D+2.png Work After the system has gathered information from the user, FD solutions are presented within the environments of the SMB: in this restaurant example, Front of House, Kitchen, Back of House https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5eaac23d5ace6180d84739/1583262412938/FD%2Buser%2Bflows%2Bagile.jpg Work I used a Lean UX output method for fast user stories that enabled our collaboration with FD’s developers in an agile environment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31ef425f5edc784a498af4/1581453134253/FD+wireframe+tablet+view.png Work Developed detailed, annotated wireframes to work through detailed features and functions that allow users to enjoy a great experience. The original business requirements were specified for sales teams to utilize the discovery experience on a tablet versus landscape format at a kiosk. Although the last minute change was a challenge for the UX team we stayed with a lean UX approach not to update the wireframes with the final aspect ratio. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31efa35a8d4879838eb174/1580330939124/FD+wireframe+overlay+view.png Work Wireframe of a product exploration page https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5eac2dfad9a465faeddae6/1583262771445/FD+insights+wf.png Work In my role on the FD account, I also led our NYC team’s UX work which was planning the best experience for the resources library section of the corporate website. We designed the intuitive UI using the card metaphor in an iterative process. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e30acb7da331a6132bce1be/1580330370668/FD+Ntl+Restaurant+Association+booth.jpg Work First Data Solutions Explorer is a web application designed for restaurateurs and other small-medium businesses to discover tools that compliment their Clover POS Station. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e30af18baddec51de526fd7/1580330621824/FD+biz+req+workshop+whiteboard.jpg Work I conducted a discovery workshop with stakeholders to understand the use cases as another team worked through the logic of the recommendation engine. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31f58127c5cb1929259baf/1580332460257/FD+3D+3.png Work The user can zoom into the environment like Front of House to learn more, and interact with hot spots https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31f5c8e700be710eb74d2f/1580332511669/FD+3D+4.png Work As an SMB owner drills down into a product that they find interesting, they are presented with overviews, animated infographics, product details and more. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5eab06c33b350409a2feb9/1583262480547/FD%2BWF%2Bwhiteboard%2Bsketches.jpg Work Leading a co-creative, UX, and developer brainstorm to map out the key screens of the application. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31f46f27c5cb19292539d8/1580332166852/FD+3D+1.png Work The finished home screen where users select their industry, and answer a few more questions https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430f635f04bb59cbbf2621/1581453171102/FD+insights+1.png Work The CMS and IA allowed us to synchronize the demand gen and lead nurture content to needs seamlessly. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a4df0f003c15fefd418c1/1584025087439/adp+customer+intro+and+training+nurture.png Work Current ADP customers’ introduction and training email nurture framework. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d8f35ee5bb23bd7156819/1582141283042/adp+screen+3+small.png Work I designed the notification system for the SaaS tool’s dashboard alerting users of new messages. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d8c63ad89174386a09d26/1582140527892/adp+screen+1+small.png Work The login screen of RUN was prime real estate for presenting customer communications. To stand out from alert messages like the one in the yellow rectangle, I designed round elements with iconography. On hover, the hot-spots increase in size and lead users to more information after sign in. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d6e63ad8917438699673a/1582132846765/ADP+process+2.png Work To coordinate the multiple work-streams and improve collaboration with ADP’s product, marketing and IT teams, I created our proprietary gyro:CX process which was comprised of our 4C’s discovery process and our digital design process including Lean UX elements like iterative design and testing. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d78d83f73540486fdd53f/1582135530501/adp+welcome+email+plan.png Work The details of the email strategy for the welcome kit. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d8fa8394d9569c096aeb8/1582141419408/adp+screen+4+small.png Work I recommended that ADP limit the number of messages on the dashboard’s fly-out panel to no more than 5 and enhance the most important cross-sell message with scale and design. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d91873f7354048603e81b/1582141866857/adp+screen+6+small.png Work I designed up-sell/cross-sell messages that stood out in menus and connected with the campaign. The placement was always relevant to the users’ seeking of more information not distracting them from critical functions. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d93d0ee5bb23bd71698df/1582142420606/ Work The Help & Support Overview screen was improved by using cards and feature icons, then the large, simple cross-sell message would be a good contrast but not be too alien from the rest of the interface. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d5522ec675c7044a4a0aa/1582131465442/ADP+hero-sbs-payroll+cropped.jpg Work Small-medium business customers manage their payroll using ADP’s RUN product. We engaged RUN users within the SaaS product with the comprehensive TotalSource platform. Along with the UI work, we created demand gen content, a messaging platform and a nurture program to achieve business objectives across a 2 year project. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d763f48db010bff8a58c4/1582134992257/ADP+cx+map+copy.png Work After I ran an all-day workshop with stakeholders, I created a CX map that documents the service elements from initial purchase to annual open enrollment. The entire left half of the map indicates the complexity of a 1-2 month welcome and on-boarding process as compared to year long on the right. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d8d46fb915040f509faec/1582140750598/adp+screen+2+small.png Work Through software process life-cycle analysis, I recommended the system updates screen was perfect for introducing more information to users. The design system tied into the SaaS patterns, introduced new functionality, and connected visually to the demand gen campaign elements for a cohesive cross-channel experience. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d94b2c5f027398cca570b/1582142660945/adp+screen+8+small.png Work For the MVP modal, we recommend A/B testing against a simplified version that used my new design on the right. Distractions are removed, the call-to-action is given more white-space and uses an active, contrasting color. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d772ea8aaa2743fa2562d/1582135103632/ADP+cx+map+2.png Work To maximize the storytelling around the dynamics of the CX, I created a rendering that emphasized the key moments, needs and sentiment. This allows the team to focus on fixing the low points of the experience first, maximizing the high points and working through the middle. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d7f81723f3b201b6d5dd8/1582137223465/adp+ui+elements+copy+2.png Work I created an interface design system for the RUN products to provide contextually relevant help and up-sell information. My pattern library for these new features enhanced and complimented the existing product UI. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4d90c720c08f54b947b046/1582141710234/adp+screen+5+small.png Work To promote bundle upgrades or additional services, I elevated the effectiveness by grouping icons together in a designated color field so they stand out and are better understood. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430c2f9e9e58673cd6c902/1581452345517/RTI+persona+5.png Work Each of the 8 personas included details that would fuel marketing decisions from creative big idea to demand creation and lead generation digital marketing activities. Page one of three focuses on the rational and emotional decision drivers allowing copywriters and editors to understand the right tone and value propositions. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e32237f58164e71d263db3d/1580344211633/RTI+persona+3.png Work I created a touch point map that indicates all of the tactics and how they rolled up into each phase of the buyer journey according to strategy. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430b7b1fc5b848a9f7d71d/1581452173179/RTI+persona+2.jpg Work This data formed the basis of our content needs map and fed into buyer journeys. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430c7f7e88114bfbb8a137/1581452424933/RTI+persona+6.png Work The second page focuses on the behaviors during the purchase cycle. The entire team can understand what it’s like to go through the complex purchase process and begin to put marketing strategies together. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3219dadca2b334263457a1/1580341774751/RTI+audiences.png Work In order to appropriately target this diverse audience with the right messages and content offers for each segment, we had to understand the roles and nuances of each restaurant industry sub-sector. I designed and led the stakeholder workshops, performed research and led development of the persona models. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430c965f04bb59cbbe281b/1581452454108/RTI+persona+7.png Work Content and channel preferences on page 3 of the persona indicate to the paid teams where our communications will intersect the buyer in the middle of the purchase cycle. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e32256bdccb3e3e70a2a0f9/1580344932139/RTI+emails.png Work Examples of monthly newsletters with tailored messaging per audience segment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e430ab82a639774147c66ea/1581452183932/RTI+persona+1.jpg Work Here is one page of the workshop output materials where we gathered insights on emotional/rational purchase decision process. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4308f5ff678833681e0341/1581452192128/RTI+constellation+2.png Work For B2B purchases, decisions are made by a core buying group (or committee). For each sector I created a constellation that represented the core buyers, champions, end users, ratifiers and influencers. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3223e936caa1146846f734/1580344310887/RTI+progressive+yes.png Work From an interactive demo of RTI’s close-loop total oil management system, to gated landing pages and nurture emails. the user experience from campaign to website was coordinated and integrated. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e32230cdccb3e3e70a2153f/1580344085648/RTI+persona+1.png Work In order to unify the strategic efforts of our paid, earned, and own channel experts, I created the buyer journeys and personas for each of the 8 archetypes to understand actions, paths, thoughts and needs of the customers. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3216801213336bbc0d7fd2/1580340907573/RTI+rebranding+home+page+small.png Work Helping restaurant professionals of all sizes and sectors understand the benefits of safe, clean equipment. https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e30a92e0107be3cf98df4ff/1580247353632/FD-clover+2.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e31f701a9303208d31391a0/1580332807864/SAP+thumbnail.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3217fc6fd544780ff1e92c/1580341246322/RTI+rebranding+home+page+small.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e4311d69e9e58673cd8b3ca/1583851739025/philips+isc+2.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e5ea6f2a90e4344f8a69c34/1583261431858/pv+thumb.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e69088c4d8a3c68e2f43ca4/1583941775632/ty+media+1.png Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a4409c6310850653cb42d/1584022538597/ADP+hero-sbs-payroll+cropped+copy+media.jpg Work https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e6a44fcb7468178c1f35419/1584022783708/ADP+campaign+copy+media.png Work https://www.cristinaoliveraheise.com/contact daily 0.75 2020-03-03 https://www.cristinaoliveraheise.com/about daily 0.75 2020-03-03 https://static1.squarespace.com/static/5e2a2af2ed9cf62b162ea3dc/t/5e3740766ce96b4a794408f9/1580679287930/IMG_3465a.jpg About Get my resume on LinkedIn >