Kate Wooding

Digital Strategist @Equator

Glasgow, GB

As strategist at Equator I help to ensure that our clients\' digital activity is backed up by some serious research, thinking and planning. We all know that time taken to strategise and plan is never time wasted, as it results in better implementation.Responsible for a wide range of strategic activity, working with clients to help them undertake digital transformation, and improve efficiency of internal processes and systems, and support the business through the change, helping to make it stick. Being the proxy Product Owner, ensuring that the vision and the user needs are met, and steering the development of the product. Conducting user research, often with user interfaces, ensuring that online processes and interfaces are accessible and usable. Understanding what a business is trying to achieve overall, and working with senior stakeholders to identify which digital products/projects will help achieve these objectives, then defining what those projects can deliver and supporting the implementation to be successful.Balancing business objectives and user needs. Defining website requirements, personas and site architectures. Mapping customer experience, and identifying where and how improvements can be made. Ensuring user journeys are seamless and personalised. Understanding how content underpins the user journey, and helping to identify improvements in content. Awareness of digital marketing and social media, using these to understand a brand\'s current position, and using these to improve it. Using data to support insights.I work across a range of industries, working with hotel clients, financial services (including insurance and banking) clients, B2B businesses, public sector organisations, and retail businesses. The work is varied and broad-ranging.