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Brian Patten & Associates
Project type
Strategic Planning for UX & Web
Role
Strategy Lead
Industry
Employee Benefits Education
BPA needed a digital presence that matched the sophistication of their services and culture. But before design, they needed clarity on what their users valued. I led the user research and translated insights into a site strategy rooted in empathy and hierarchy.
My Work
• Conducted in-depth Jobs to Be Done interviews with clients, brokers, and staff.
• Identified key user needs, decision friction, and content priorities.
• Worked with copy & design teams to develop site architecture, content hierarchy, and tone-of-voice guide.
• Delivered strategic handoff documents for design and content teams and presented strategic plan to the client.
Results
The website now reflects BPA's professionalism and people-first service. The structure directly supports marketing, prospecting, and internal recruitment, providing a future-facing foundation.
