Mission:
Architect useful, usable and business-effective Web sites and Web teams.
Location:
We are Boston-based, but work with clients near and far.
Methodology: Usage-Centered
The goal of usage-centered design is to optimize the end-user’s performance — to achieve desirable business outcomes: High adoption rate, system reliance, system preference. This process emphasizes task modeling to uncover mission-critical uses of the system and usage-centric design exploration to reveal the most efficient and effective site organization and feature presentation.
Founder: Jen Cardello
Internet Strategist, Analyst and Information Architect, Jen Cardello has worked on both the client-side and as a consultant to Fortune 1000 firms in financial services, telecom and lodging as well as for major universities and retail brands. Jen Cardello’s Client List
Having also analyzed and benchmarked over 100 of the most heavily trafficked transactional Web sites in the U.S., U.K. and Canada, she brings a wealth of knowledge to every project. As a strategist and marketer she has worked with firms to define online strategies including the definition of business goals, user personas, features, functionality and presentation.
During her involvement with the Gomez Scorecards (now Keynote Scorecards for Financial Services), Jen developed hundreds of criteria and analyzed dozens of sites in financial services — banking, credit cards, mortgage lending, brokerage and insurance — as well as created custom benchmarking frameworks and competitive analyses for other industries including telecom and lodging.
Jen is an experienced, business-focused and user-centered strategist who helps firms optimize their use of the Internet by improving user experience and increasing business-effectiveness.
Career History
2008-present, Nielsen Norman Group, User Experience Specialist
2006-2008 Site Diagnosis, Principal
2005-2006 Keynote Systems, Director WebExcellence Financial Services
2004-2005 Watchfire, VP Customer Experience Services
1998-2004 Gomez Advisors, VP Customer Experience Services
1995-1998 TSDesign (Internet Consultancy), Director of Design Planning
