User + Market Research For B2B Cannabis Industry
The company’s website and branding were creating a disconnect with the intended audience. User sought a more human, engaging, and approachable experience while still perceiving the brand as professional and trustworthy.
To inform design strategy, I:
Used Usertesting.com to recruit real industry users.
Conducted a competitive analysis by testing our website against three competitors.
Gathered qualitative insights on what users liked and disliked about each site.
Competitor 1
Competitor 2
Competitor 3
My Company
Compared to other webpages, ours was the users' least favorite, showing how poor webpage design can drive consumers away.
My goal was to elevate our design to be more engaging and professional, striking a balance between excitement and sophistication without becoming gimmicky.
This research directly influenced
Design direction of company
Engaging website
Research-backed UX strategy
This project reinforced how user perceptions shape brand credibility. A poorly designed webpage can actively push potential customers away. By leading this initiative, I strengthened my ability to translate user research into actionable business decisions, proving the direct impact of UX on the company.