Program: User Experience Research ’19
Manager, Nike
Current city: Portland, Oregon
Farmer is the vendor governance and performance manager at Nike. She also is the Senior Analyst with 10 years of experience in Military Intelligence Operations and Analytics and has 5 years of experience in Telecommunications analytics. She thrives in fast-paced environments and enjoys working in roles that help direct strategic growth. Ashley is passionate about data visualization and spatial analytics, and is continuously looking for opportunities to learn (or indulge in geekery) and apply new concepts to her work.
Capstone Project
For my capstone, I worked with my employer on a product that was not meeting our expectations for customer satisfaction. We were unable to fully understand what was happening based on quantitative data analysis. I from different customer interaction channels to see if these methods could help provide more context and define the point in the customer experience where the failure occurred. While many reasons can be cited, and most situations are unique, qualitative ethnography identified subtle nuances in the customer journey that helped us develop new insights. The most enjoyable part of this project was being immersed in the process and applying ethnographic methods to better understand the gaps in the quantitative data.