Kerry Crawford

About Kerry Crawford

As director of research and strategy at Simple Focus, I\'m responsible for guiding our team\'s work in UX strategy, user research and content strategy. That means different things on different days, but I spend most of my time working on things like- Designing, conducting and analyzing qualitative and quantitative studies and usability tests, and delivering meaningful findings and actionable recommendations - Working with clients to identify strategic objectives for their projects and making sure all of the team\'s work aligns with those objectives - UX architecture for software and websites, including journey mapping, personas, flows, wireframes, and detailed requirements documentation - Content strategy, including content audits, content architecture, and making sure that websites deliver great experiences for both content managers and end users - Collaborating with internal and external teams of product owners, designers and engineers, and making everyone is on the same page about UX and research outcomes I\'m passionate about helping our team understand users and their needs so we can create meaningful digital experiences that meet people where they are. But before this: I founded ilovememphisblog.com in September, 2009 as part of Memphis Tourism\'s efforts to promote the city. Strategically, I Love Memphis was aimed locals - data showed that many people make their travel decisions based on recommendations from friends and family. I thought if I could get locals to get to know all of the amazing things happening around town, they\'d become evangelists for the city. I ran I Love Memphis and its associated social media accounts from 20••••13. When I left, the site was generating more than 1 million page views annually. Outside of work, I\'m an aerialist (mostly hoop and trapeze). I read about 80 books per year (fiction and narrative nonfiction are my favorites!), and I\'ve recently taught myself how to do visible mending. I hold a BS in journalism from Ball State University in Muncie, Ind. Chirp chirp!

Experience

1. Director of Research and Strategy

   Simple Focus

   Jan 2016 — Present · Memphis, TN

Education

• Ball State University

  BS

  2003 — 2007