Amber Fields

Remote UX Researcher, Design Strategist & Moderator
 

Case Studies

Amazon Multicultural CX
Lead Ethnographer
February - March 2019
Google VR
Lead Ethnographer & Sr. UX Research
April 2018 - 2019
Kohl's 360 Shopping
Lead UX Researcher
March - April 2019
Zillow Premier Service
Lead UX Researcher
April - June 2019
UBER Marketing
Lead UX Researcher
May - December 2017
Tracfone Purchase Journey
Lead Ethnographer
September - November 2019
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About Amber

Amber is a process driven UX (User Experience) Researcher & Moderator who enjoys solving real world problems for niche groups to create inclusive products. 

 

Her expertise lies in design strategy, in-depth interviews, and consumer journey mapping. Ultimately, she crafts interconnected sets of elements and user behaviors to simplify a complex problem.

BACKGROUND

She’s led digital and experiential marketing campaigns for Nissan and Infiniti in Nashville. Later shifting her focus into market research to provide consumer trends to Infiniti & UBER and Dominos, in Los Angeles.

 

Amber transitioned into UX with Google and Amazon in NYC to impact website design and user experience. Currently consulting with Turner Sports in Atlanta to refine their digital products to enhance sports fan's experience. 

 

Skills & Expertise

UX Research​      Remote Moderation        Journey Maps    

CX Discovery Sessions        Personas                   Strategy Brainstorming

Ethnographic Interviews      Usability Testing       Design Sprints

Get In Touch

Amazon Multicultural CX

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Problem

ROle

Impact

Solution

Understand the shopping habits of multicultural consumers and uncover opportunities to develop a better e-commerce experience.

Led ethnographic in-person interviews to create empathy and cultural understanding with Black consumers.

Uncovered areas of product and brand expansion to drive sales with Black consumers. 

Drove directional change as business goals shifted to accomodate more in-depth research to understand the Black consumer. 

Problem

ROle

Impact

Solution

 

Google VR

Identify characteristics of a niche group during moments of trauma. 
Build those characteristics into a VR educational tool for training.

Led in-person interviews with target audience immersed in their environment to also uncover environmental  impacts.

Designed an emotional tracker tool as a bench-marker for designers and engineers to measure within the VR tool. 

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Helped designers and engineers build out characteristics of VR characters which advanced product development and launch.

Problem

ROle

Impact

Solution

 

Kohl's 360 Shopping

Explore whether customers are interested in a new 360 shopping experience and if product development should continue.  

Lead UX Researcher that led a team of  researchers to conduct a quantitative survey & usability test remotely with customers.

The data identified product value proposition and customer's current shopping mental model & journey.

Key stakeholders used the insights provided to inform product and marketing decisions that lead to the development of the next phase of the product. 

Problem

ROle

Impact

Solution

 

Zillow Premier Service

Evaluate if the updated Premier Agent services  better support our customers. Explore  whether the support increases customer satisfaction.

Lead UX Researcher that conducted remote in-depth interviews with customers. 

Identified service value proposition and informed updated business strategies. 

Key stakeholders re-branded the service initiatives to highlight customer value proposition and to acquire new customers. 

Problem

ROle

Impact

Solution

 
 

UBER Driver Marketing

Evaluate marketing campaign messaging for tone deafness and sensitivity among the multicultural community.

Lead market researcher conducting focus groups and live digital surveys with UBER riders and drivers. 

The data showed that the brand was not being tone deaf, but culturally relevant and sensitive in their marketing campaign. 

The advertising campaign launched with minimal cultural backlash and improved service awareness among multicultural communities. 

Problem

ROle

Impact

Solution

 

Tracfone Purchase Journey

Identify customers mobile purchase journey to increase satisfaction and reduce churn. 

Lead Ethnographer that led a team of researchers in in-person interviews in three cities.

The data highlighted areas of improvement in opportunity during the mobile purchase process.  

The brand repositioned their marketing campaign to include customer behaviors and attitudes towards mobile purchasing that was not included in branding before to reduce churn. 

Problem

ROle

Impact

Solution

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