https://www.kaedesigns.space/about daily 0.75 2022-12-27 https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1fafb390-5aaa-4e12-a77d-c882e351c7e8/ME.jpg Contact I’m an artist, a runner, an explorer, and an animal lover. I'm a Senior User Experience Designer with a strong passion for sustainability, accessibility & understanding people and the products they operate. I currently specialize in eCommerce design, as well as mobile responsive web design within the fitness industry. With a strong curiosity for nature and the world around me, I'm always eager to learn more ways I can help people and businesses flourish in the most sustainable ways possible. https://www.kaedesigns.space/creative-work daily 0.75 2022-12-27 https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/ced2339a-e837-4b45-adcc-fcb20455609e/emilyandnick2022+topo.png Creative work https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/947a0c84-3c23-41e7-a9ba-5b477c686c0c/IMG-9380.jpg Creative work https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/a59a1df2-5a51-41fd-bdfc-2aa50a6f3c08/KAF.png Creative work https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1671630398126-C5XEU0SCFG3RKVX2K4K7/4N6A0108.jpg Creative work https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/3bea79c2-c763-4c32-9846-7095b3126d80/R%2BS+front+%28final%29.jpg Creative work https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1671630032689-8WE7BIKGYY93IAKQO5VO/R%252BS%2B%2528back%2529%2Bfinal.jpg Creative work https://www.kaedesigns.space/about-1 daily 0.75 2025-05-09 https://images.squarespace-cdn.com/content/v1/5ce435d6bea1ed00016ba287/1558964652247-5MWXNMFZVOPGE4TY6U2Q/MHeiderich_ReflexionenZwei-05-copy.jpg About https://www.kaedesigns.space/press daily 0.75 2025-05-09 https://images.squarespace-cdn.com/content/v1/5ce435d6bea1ed00016ba287/1558964652247-5MWXNMFZVOPGE4TY6U2Q/MHeiderich_ReflexionenZwei-05-copy.jpg Press https://www.kaedesigns.space/recentwork daily 1.0 2022-12-27 https://www.kaedesigns.space/recentwork/asicsblog monthly 0.5 2022-12-01 https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654599332923-M8KKDCWWPTH93UVJG8R2/blog+cover.jpg Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/c3205816-e049-4ec0-b77a-f18f57c3aa69/blog+comp+research.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/d95a7ec2-8e21-4fc4-bbc8-bc49fbc57bae/Screen+Shot+2022-06-07+at+8.03.34+PM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/58f31377-a74e-422c-81e1-8ad3da55aa36/Screen+Shot+2022-06-09+at+6.38.27+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654679138063-J7LYPIG5QBBC4XNDQZ6B/Screen+Shot+2022-06-08+at+5.01.10+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654680906177-DWY0T1EWXQ6AS7YFX0TU/Screen+Shot+2022-06-08+at+5.34.16+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654686014139-5CHNHTK1RH9E3VURVSBS/Screen+Shot+2022-06-08+at+4.57.22+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654686669230-XSA7ZZGA9ZJ9J45DZFAH/Screen+Shot+2022-06-08+at+4.59.05+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654687425843-XHSHDWH8U7JO995BCZWR/Screen+Shot+2022-06-08+at+7.22.21+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654687452681-LNN04WUE9XAWN2CMSSHA/Screen+Shot+2022-06-08+at+7.21.57+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654687641268-JGFUG7LWA4CNRZ7LSEU3/Screen+Shot+2022-06-08+at+7.21.47+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1654687666904-SF45C3E9TNJN87P3DJLN/Screen+Shot+2022-06-08+at+7.16.46+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/b10b6d5b-ecf6-4e5a-82db-e64cf1b1b17c/Screen+Shot+2022-06-08+at+4.28.01+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/a2523155-7bb3-4d62-9f83-0c1738592e3f/Screen+Shot+2022-06-08+at+4.27.29+AM.png Home - ASICS Blog - Get inspired with expert running advice, product reviews, and all things fitness! https://www.kaedesigns.space/recentwork/shoefinder monthly 0.5 2022-12-28 https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/1af368f6-6d64-43bc-bed4-013f16554de7/Screen+Shot+2022-06-06+at+1.41.52+PM.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/b1f62ba7-a33c-4bb1-925a-ea0e1d5a0c58/comp+research.jpg Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz - Competitive Research We needed a new decision tree for our digital experience. So starting from scratch, I began my research with some competitive analysis of other brand shoe finder experiences. From there, I worked with our Consumer Insights team to pull a list of ASICS customers who had purchased shoes within the past 0-3 months and scheduled 30 minute interviews with each of them. I ended up interviewing 10 customers and giving them tasked-based instructions, all the while learning which types of experiences they enjoyed and what they didn’t like. People favored the more personalized quiz-like experience from Brooks. The least favorite experience was a filtered-down product listing page, such as OnRunning. https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/3402c704-0b6d-4d4e-a383-6af136cd938d/Screen+Shot+2022-06-06+at+2.31.14+PM.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz - Building Trust Comparing our market segments and personas provided an incredible opportunity to help those who were looking for a more inclusive quiz experience and more versatile shoes. For example, each of our personas care about injury prevention - yet nowhere in the previous quiz did we mention anything about injuries. Only one of our personas consider themselves a runner - yet the only type of shoes we were offering were specifically running shoes. By listening to our users and considering their needs, we were able to find new ways to also help build trust in ASICS as a brand; of caretakers for a sound mind in a sound body. https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/f82bb2b0-b6a6-49ca-8d8f-7085da99fab0/Screen+Shot+2022-06-06+at+2.30.39+PM.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz - Acknowledging a New Persona: The “Underserved Walker” From our research, we learned that not everyone coming to our shoe finder experience is a self proclaimed runner! In fact, up until this point, we had only been catering to our runner personas. We were able to add more categories to our quiz that also reached our “Underserved walker” persona, as well as people looking for general fitness/gym shoes. https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/7e87d8bd-6860-4735-a56f-7ba9144bf192/user+research.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz - Key Insights and Takeaways With consumer benchmarking data and learnings from from customer research/interviews, the Consumer Insights team and I compiled a list of insights and takeaways of why people user shoe finder, and what it is they care about most. We also worked with our customer service team as well as our Performance Run Category team to learn what our customers’ pain points were, and how we should talk about our shoes. We learned about great opportunities to improve the content and flow of our quiz to help make it more inclusive, and also help build more trust in ASICS as an expert in the fitness industry. https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/7c1889c3-4980-44cd-a1a9-d7e62b6fdaa2/customer+journey.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/0c5a3936-32f2-4f1b-a901-3352dc7a7835/s3.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz Exploring use of colors, illustration https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/d7587ba5-308f-43a7-89df-ccec8733dd26/s4.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz Content unit Wireframes / Design https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/30d3c2f6-8309-4c54-abe7-3954006a076d/product+compare+horizontal+filters.png Home - 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ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/6b9a577f-761e-4d21-ac26-fa29181d943a/s4.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz https://images.squarespace-cdn.com/content/v1/629bbdac7ad0a33133efba40/abfeb29a-3324-4692-934d-48e35045219a/Screen+Shot+2022-06-06+at+8.01.32+PM.png Home - ASICS Shoe Finder 2.0 - Find the perfect shoe for you through a personalized, online quiz