Simplified computers
Customer Personas
Target Audience
Purchasing Workflow
Internal Tools
Web
Advertising & A/B Testing
Brand Guidelines
Photography Direction
Exterior and Interior Refresh
THE BRAND
Simplified Computers is a locally owned technology retailer and service provider undergoing a transition under new ownership. The business needed clearer positioning, improved usability across digital and in-store touchpoints, and more consistent systems to better support both customers and internal operations.
THE DELIVERABLES
Working closely with company leadership, I led UX-focused design efforts across web, brand, and internal workflows. This work included defining target audiences and customer personas, mapping purchasing workflows, designing internal tools, refreshing the brand system, and beginning to iterate on digital touchpoints through testing and performance insights at Simplified Computers.
The website is currently under development, with engineers continuing to refine styling and implementation to closely match the final design, while additional structural improvements are underway in the physical shop.
Customer Personas: Created customer personas to clarify user needs and decision drivers, informing website structure, experience decisions, and brand.
Target Audience Defined core audience segments to guide content hierarchy, navigation, and messaging across digital and in-store touch points.
Purchasing Workflow: Mapped the end-to-end purchasing workflow to identify friction points and align internal teams around a clear service flow. Purchasing Sheet: Designed an internal purchasing tool to standardize information capture and support smoother customer and staff workflows.
Facilitated a university research collaboration, working with a team of UIUC students to synthesize findings that informed customer targeting and website launch strategy.
Google Ads + A/B Testing: Designed and tested multiple ad variations to compare messaging, layout, and calls to action, using performance insights to inform iteration and campaign direction.
