Laura Richardson is a multi-disciplinary design leader with a real passion for the work.
Product, service, experience design and development. Design and business strategy. Research and insights.
Portfolio walkthrough available on request.
Tech Forward, Growth Focused, and 100% Hands-On
Business Development; Project Planning and Execution; Tech-Strategy-Design Unification; Product Design and Development; KPI and Business Metrics Enablement; Mixed Methods Customer and User Research Design, Planning, and Execution; Insights and Innovation Reporting; Value Strategy; Growth and Competitive Opportunity Identification; Behavior Archetype, Persona, and Voice of the Customer Creation; Customer Journeys and Orchestration; Custom Framework Creation; Mixed Reality (physical/digital, AI, AR, VR) Scenario Envisioning; Innovation Pipeline Creation and Management; Value Driven Product and Experience Auditing; New Interaction Model Creation; Detailed Product Design; Value Resonance and Usability Testing Recommendations; Workshop Design and Facilitation; Teaching and Training (innovation).
Industry: Consumer Financial Services
Time Frame: 14 week engagement
Context: Funnel conversion for 6M tax calculator users annually
Hands-On Work: Kickoff workshop creation, facilitation, and reporting; internal and external research audit; competitive audit; customer journey audit and creation; infield research, qualitative research, stakeholder interviews (including product development, data, and AI owners); KPI and metrics tracking, business and design strategy, new interaction model creation and design, creative direction, value resonance testing, feature prioritization, recommended detailed design iterations prior to launch.
Released Product: https://www.hrblock.com/tax-calculator/
Industry: Industrial
Context: Thought leadership for client partners and RFP response on demonstrating the value of AI solutions — for both internal tools and customer experience.
Hands-On Work: Infield research, secondary research, competitive research; articulation and conceptualization of deployable AI solutions that offer demonstrable value to the company and customers; creative direction; detailed interaction design.
Industry: Technology, Artificial Intelligence
Hands-On Work: Co-wrote Humanizing AI Report, which leveraged expertise on human experience values, emotion engineering, and AI experience (since 2016).
Download PDF: Humanizing AI (2024)
Industry: Real estate, rental, and leasing
Context: Remove the need for in person rental property tours with a delightful, AI-enabled, experience ala Disney. Note the idea of tour mode, AI listening, voice conversation, and building a chat with requested documents leading to personal moment and rental application.
Hands-On Work: Infield research, secondary research, insights translated to product features, business and design strategy, product and scenario envisioning, detailed design, creative direction.
Industry: Retail Healthcare
Context: Service and experience design and strategy across the physical (retail) and digital experience (consumer app and employee tools), from first touch through funnel conversion; including website design, consumer app design, employee tool conceptualization.
Hands-On Work: Co-creation workshop to define project, business development and project proposal collaboration; kickoff workshop creation and facilitation; creative direction for design team; client partnership, infield research to inform mental model and customer journey audit; existing research audit; competitive audit; brand audit; qualitative research; ideal journey creation; third party recommendations for sound design; scenario walkthrough; value strategy and signature moment conversion moments defined, service design playbook and journey map created — including frontstage, and backstage moments to activate across the customer journey; value resonance research; research reporting and recommendations; final playbook walkthrough and readout; recommended prioritization of touchpoint work.
Industry: Consumer Products
Timeframe: (BD) 11 days from research to vision scenario and client presentation
Hands-On Work: (BD) Primary infield and secondary research; customer journey audit; ideal customer journey creation; mixed reality envisioning; technology partner; creative direction; detailed design; client partner collaboration; business development; (Actual project) project planning, creative direction across parallel work streams, client partnership, qualitative research, research reporting.
Industry: Retail
Context: Thought leadership for client partners to engage in meaningful discussions with current clients.
Hands-On Work: Infield and secondary research; competitive research; customer journey audit; technology mapping; connected commerce trends identified; conceptualization and design of potential CLV (customer lifetime value) opportunities; collaboration with client partners and business strategy to determine value pools; size of the prize analysis.
