Who is Torqata? [tor-kay-tuh]
Torqata Data and Analytics are a software company based out of Charlotte, NC. They provide a suite of digital products to automotive retailers. In this photo, I am helping to facilitate a heuristic evaluation of their website at the headquarters.
Memo
Role: UX Researcher
Duration: December 2022 - August 2023
Location: Remote
Team: Design and Research Team (DART)
Collaborators: Austin Leslie (myself) alongside 2 researchers and 5 designers
Scope: 2 primary projects (one of which was ethnographic-based) with simultaneous secondary ones
Methodologies used: Affinity Diagramming, Card Sorting, Concept Testing, Ethnography, Heuristic Evaluation, Impression Testing, Feature Prioritization, Persona Creation, Usability Testing, Stakeholder Engagement, Survey Design, Workshop Facilitation
Here are four distinct user personas I crafted after extensive ethnographic research — and that were ultimately embraced by Torqata to serve as foundational guides to their digital strategies and initiatives:
Here is an example of how I gathered and summarized stakeholder requirements; a vital step that should precede each phase of product development:
Please note: the annotations are from product managers and senior-level stakeholders to align business interests and goals. This document has been blurred to protect anonymity.
Here is a shareout of a usability testing effort —one among many— that I conducted and presented to senior and executive-level stakeholders:
Finally, check out a card-sorting activity from a real participant during my ethnographic research initiative:
