Voyado: Continuous discovery system

Outcome

Built a shared research framework for a growing design team and created the impact maps and wireframes for the Voyado.com redesign, while leading UX for Voyado Engage in parallel.

Context

Voyado is a marketing platform for retail and e-commerce companies. The design team was growing and they were looking for an experienced designer and researcher to help less experienced designers level up, define research best practices, and create a shared framework for how the team gathers and uses customer insight.

My role covered two parallel tracks. For Voyado.com, I created impact maps and wireframes for a full site redesign, with visual design and development handled by an external agency. For Voyado Engage, I led UX as a practice, supporting designers in research methods, service journeys, and the evolving design system, without being involved in the day-to-day product design.

Challenge

The research challenge was practical: how do you document which research methods to use and when, in a way that's useful after the person who wrote it has left? I was there for a limited period, so the framework had to work without me.

For the Voyado.com redesign, the challenge was different: structuring the site and defining what it needed to communicate, without owning the visual execution. The wireframes and impact maps had to be clear enough to hand off to an external agency and still hold together.

Approach

Research as a system, not a project. I mapped a research process that combined quantitative signals (analytics, product data) with qualitative methods (customer onboarding sessions, user testing, cross-market collaboration). The goal was a repeatable loop that designers with less research experience could follow and get usable insights from.

Impact mapping for the site redesign. For Voyado.com, I used impact maps to connect business goals to site structure. Every section of the site could be tied back to a specific outcome the business was trying to achieve. The maps and wireframes became the brief for the external agency.

Service journey mapping for Engage. I evaluated how the team could work with service maps and customer journeys, including whether a dedicated tool like TheyDo was the right fit. I mapped existing journeys across Voyado Engage to see where customer experience and product assumptions diverged, and recommended how journey mapping should fit into the team's ongoing workflow.

Impact

The research framework was developed through sessions with the design team, with me leading and finalizing the output. It gave the team a shared process for continuous insight gathering that could hold up as new designers joined.

The Voyado.com redesign launched with an information architecture grounded in impact mapping. [Add any specifics: traffic changes, conversion improvements, reduced bounce rate, agency feedback on the handoff quality, etc.]

Reflections

Most of the work on this project (research processes, impact maps, journey maps) lives behind the scenes. The value was in setting up infrastructure for the team, not in shipping an interface.