Carolyn Tweedy's Portfolio

Measuring design

Throughout my career I've relied heavily on my formal training in quantitative research methods and statistics as a means to observe behavior, rationalize design decisions, and measure impact.

When I came to Effective in 2015, I joined a nascent group of cross-functional team members interested in establishing a data driven design practice. I played an instrumental role in working with our Chief Strategy Officer to identify gaps in our practice, hire a Senior Director of Data Strategy, and partnered with them to pilot and formalize Effective's Data Strategy offering.

In this case study, I dive deep into some of the innovative methods I instituted to hold our design practice accountable for measurable business outcomes.  

Inventing the Effective Experience Scale

During my tenure, I developed a process for conducting holistic heuristic evaluations on websites and digital products, which Effective has gone on to market as an offering to all clients. See this article to view their offering, referred to as the "Effective Experience Scale," first publicized in January 2018.

In this case study, I detail the development and evolution of this methodology, and describe its pioneering application with two of my clients undergoing rebranding exercises as a result of mergers and acquisitions. 

Product Innovation

During the first 12 months of my employment with Effective, I exclusively partnered with an early-stage startup bent on revolutionizing an entire vertical in the financial services sector.

I worked with their team of four as it grew up to forty-- from product conception through detailed research, design, and development. I even pitched the product to prospective partners and investors, successfully raising a first round of funding.