Sony

Project type: UX Strategy & Website Redesign
Role: UX Research & Interaction Design

My role within the Sony Redesign project involved planning and conducting research to better understand shopping behaviors across touch-points, the needs behind them and the factors that influence purchase decisions and brand perception. Research was conducted in San Francisco, Tokyo, Paris and Brazil and was facilitated by a research tool-kit developed by our team providing us with the ability to compare behaviors, needs and experiences between regions. The research was used to inform our overall design strategy, identify opportunity areas to improve customers’ experiences using Sony’s online and in-store tools and define requirements for foundational design.

• 10 Qualitative in-home interviews
• Observational field work
• Participatory visioning workshops (internal)
• Competitive & comparative analysis
• Review of existing research & analytics audit

Following the discovery phase, I collaboratively worked on the high-level system architecture, taxonomy definition and framework design. My particular area of focus were the category (Laptops, cameras, etc.), product family (i.e. Cybershot) and product-detail pages.