Envisioning the new IFT.org
Lead the team to envision a new experience strategy that resulted in efficient user pathways helping members surface relevant content and demonstrate the value of IFT to prospective members. Leveraged stakeholder and user research to define how the IFT brand values would translate into the website experience.
Company: Velir
Client: Institute of Food Technologists
Role: Strategy Lead
Activities: Discovery workshops, brand strategy, experience strategy, research
