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Hi, I’m Emily

  • I’ve spent 20+ years helping organizations create meaningful experiences using human-centered design, both internal and consultant-side.

  • I love helping teams go from uncertainty to a future direction by understanding customer needs and defining experiences that create business and customer value.

  • I live in Minneapolis, Minnesota with my husband and two future executive daughters. We love to travel, explore, and get outside together (pics below from New Zealand!).

MY SUPERPOWERS

 
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Empathy

 

Collaboration

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Curiosity

 
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Strategy

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Creativity

 
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Integrity

 

Skills and Expertise

Research & Insights

  • Data and competitive analysis

  • Generative and evaluative qualitative research

  • Personas/mindsets

  • Insight synthesis

Strategy

  • Workshop creation and facilitation

  • Collaborative co-creation and ideation

  • Strategic recommendations and frameworks

  • Experience, UX and content strategy

Content & Experience Design

  • Service design: current and future journey maps

  • UX design: Information architecture and wireframes

  • Concept definition, articulation and low fidelity prototyping

  • Content planning, governance and writing

People & Team Leadership

  • Lead people, teams and projects with and without authority

  • Mentor, coach and guide people

  • Build alignment with partners

Planning

  • Define scope, approach and plans

  • Plan/manage projects, budgets and capacity

  • Prioritization

Communication

  • Storytelling

  • Executive presentations

Professional Experience

Senior Manager, Experience Strategy

Best Buy, Richfield, MN | Jan 2021–June 2022

 

  • Manage and lead a team accountable for helping the enterprise identify and envision aspirational and inclusive customer and employee experiences. 

  • Scope, define project approach, guide and execute projects to explore and identify problem and solution spaces for high potential, low clarity transformative experiences. 

  • Lead research, synthesis, workshops, and storytelling to advise senior executives and cross functional teams on customer and employee obsessed experience strategies of the future. 

Senior Experience Strategist

Best Buy, Richfield, MN | 2016–Jan 2021

 

  • Lead projects that define customer and employee experience strategies for end-to-end, multichannel experiences of the future, using human-centered design methods.

  • Share customer/employee needs and perspectives with executive leadership and cross-functional teams.

  • Workstream lead to define Best Buy’s enterprise CX Vision, a customer-centric guidepost of good.

User Experience Manager

Best Buy, Richfield, MN | 2014–2016

 

  • Led five person agile UX team for Bestbuy.com’s highest revenue generating page, the product detail page.

  • Led iterative approach to evolve the product detail page; increased revenue and customer metrics.

  • Grow, mentor, manage and guide the team to deliver excellent results within tight timelines.   

User Experience Strategist

Best Buy, Richfield, MN | 2012–2014

 

  • Explored, researched, identified and presented strategic UX opportunities for bestbuy.com based on business strategies, new technologies, UX trends, and consumer insights.

  • Led teams and influenced leadership to deliver strategic UX initiatives. 

Senior Content Strategist

Brain Traffic, Minneapolis, MN | 2010–2012

 

  • Led strategic content projects for diverse, global clients with complex digital content problems.

  • Advised clients and pioneered methods to increase business and customer value of content.

Content & User Experience Strategist

bswing Inc., Minneapolis, MN | 2007–2010

 

  • Launched, defined, led and managed new content services offering for web and print design firm.

  • Conducted discovery and evaluative research; created and directed experience and content strategies.

  • Sourced, hired, managed and directed pool of freelance copywriters. 

  • Increased revenue by filling a needed gap in offerings, delivered experiences and content that met KPIs.

Account and Project Manager

bswing Inc., Minneapolis, MN | 2003–2007

 

  • Primary client relationship owner and project manager for web site, application and intranet projects.

  • Set and met client expectations; managed internal teams to deliver on schedule, budget, and scope.

Online Producer

Minnesota Public Radio, St. Paul, MN | 2001–2003

 

  • Researched, designed, produced, wrote, built, and promoted monthly documentary web sites for public radio’s national documentary unit at americanradioworks.org.

  • Delivered projects within tight timelines and demanding standards to correspond with radio broadcasts.

Web Designer

bswing Inc., Minneapolis, MN | 1998–2001

 

  • Designed, built, and maintained web sites.

  • Performed all aspects of user experience including research, strategy, design and coding.

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Let’s make something meaningful together.