How Skyhook Helped
Because CEA already had a robust internal marketing team, they didn’t need our technical help designing interfaces or implementing code. Instead, they needed help steering and directing the work of their team toward better outcomes.
We started by getting to know each team member, interviewing them to better understand capabilities/competencies as well as efforts they were undertaking. We also talked extensively with the executive team about organizational strategies & priorities, seeking to identify gaps between leadership and technical teams. As we identified gaps, our “next steps” began to take shape.
To solve the first problem, we facilitated a workshop between stakeholders of relevant departments to get alignment on (a) what needed to be measured, (b) how it needed to be measured, and (c) how to report and act on those reports. Having established a vision for reporting at CEA, we led a deep dive to clean up analytics data and to create dashboards that the various teams could review together at appropriate intervals.
To solve the second problem, we provided a mix of group and individual training to staff members, showing them how to extract user experience insight from the data. Then we led them through a usability audit, identifying and prioritizing a host of tasks that needed doing in order to improve the website