William Goff Email & Phone Number

Boston, Ma, Us

Boston, Ma, Us

Newburyport

At Mechanica, I integrated experience design strategy and thinking into the traditional brand positioning process to ensure that brand perception, authenticity and engagement correlate directly to all aspects of experience, not just the big idea, look, feel and tone. In addition to upfront audience, stakeholder and experience research to better understand needs and aspirations of the audience and business, I construct persona-based journeys to help map out the audience's needs, successes, pain-points and general behavior across the consumer lifecycle to identify opportunities for brands to have relevant and distinctive impact across the entirety of the consumers experience over time.Brand Planner/Strategist- Led internal/external research qualitative/quantitive initiative- Conducted cross-touchpoint assessments and competitive analysis- Uncovered critical, actionable insights to serve as rationale for strategic direction- Crafted relevant and distinctive brand positionings foundational for activation- Developed mission, vision, values to inspire teams and attract talent- Crafted brand, creative and project briefs to guide teams and execution- Governed brand strategy across downstream initiativesCX Strategist- Created current state personas / journeys to understand audience - mindset/behavior- Constructed future state journey to identify moment and activations for impact- Developed content/experience strategies to fix, improve and transform paid, earned and owned assets to drive engagement- Authored solution, product, platform architectures - Crafted experience concepts via information architecture, wireframes and content- Served as experience lead to oversee and collaborate with dev teams and partners

As a Strategist I...- Collaborated with brand planners to uncover and discover insights that lead to new opportunities- Conducted category and competitive assessments- Created user mindsets/personas/journeys to activate against- Translated insights into strategic directionAs a UX leader...- Managed and led UX team- Conducted experience work sessions to using agile methodologies- Developed extensive user flows, sitemaps and wireframesAs a Visual Designer I...- Created conventions, interfaces and infographics digestible for all audiences, internal, clients and end-users.- Architected and designed presentation decks- Ensured experience design was holistic in nature - balancing all attributes of design and user contextAs a Cross-functional collaborator ...- Aligned with marketing and data analyst to solve for KPIs- Worked w/ creative teams to ensure tonality, user interface, and design across experience- Collaborated with technologists to explore functional solutions and feasibility

- Conducted user research to better understand audience- Led competitive analysis- Culminated research into strategic direction- Architected experiences that delivered on creative strategy- Designed communication architectures- Created strategic sitemaps, user flows and wireframes

------------------------------- PRODUCTION-------------------------------- Managed large-scale dynamic corporate websites: - Served as information intermediary between functional groups- Developed/monitored budgets and resources -------------------------------CREATIVE-------------------------------- Facilitated brainstorming meetings for media distribution and branding- Served as Information Architect-------------------------------DEPARTMENTAL-------------------------------- Managed team of 3 producers- Conducted intra-departmental training sessions to improve process efficiency- Built production department/trained staff in Toronto