Morton Salt · Research engagement

Research and redesign direction for Morton Salt

Role: Led the research and owned the project
Timeline: Research engagement
Selected outcome: The research identified four distinct customer journeys.

Morton Salt asked me to study its website and help a creative agency decide what to improve. I interviewed stakeholders, ran usability studies, and turned the findings into four customer journeys and a set of design recommendations.

The ask

Give the team a prioritized set of website improvements backed by research.

Research and redesign direction for Morton Salt project overview

My role

Led the research and owned the project
Planned and ran stakeholder interviews and moderated usability studies
Created personas, journey maps, recommendations, wireframes, and UI refinements
Shared recorded sessions so partner teams could hear directly from customers

What I used

Figma · FigJam · Stakeholder interviews · Usability studies · Personas · Journey mapping

What changed

The research identified four distinct customer journeys.

The team had a baseline they could use to evaluate future changes.

What got in the way

02-01

The challenge

Stakeholders had strong and often competing ideas about the right path forward.

What I did

I tied each recommendation to something we saw or heard during the research.

02-02

The challenge

There was no agreed-upon way to tell whether a future change improved the experience.

What I did

I established an initial usability baseline the team could test future versions against.

A closer look

Overview of Morton Salt customer journeys — 03-01
The four journeys show what different customers needed and where they ran into problems.

Morton Salt website wireframes — 03-02
The wireframes turn the research into specific changes the team could review.

Detailed Morton Salt customer journey map — 03-03
The journey maps were made to be useful after the final research presentation.

What I’d do next

04-01Test the finished experience against the original baseline.
04-02Pair the interviews and usability findings with behavioral data.
04-03Stay involved during implementation to answer questions and review changes.