UX Research Geeks Kelly Jura | How user research shaped a brand: a case study | #48
Kelly discusses the rebranding of Screencast-O-Matic to ScreenPal, focusing on the research and user feedback that drove the change. She explains the challenges of aligning brand perception with user needs and managing a global market transition effectively.
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🔎 Do you want to know more? Check out this episode at:
https://www.uxtweak.com/podcast/kelly-jura-user-research-rebranding/
Episode highlights
- 00:01:42 – Combining brand and user experience roles at ScreenPal
- 00:12:53 – Methods used to validate and select new brand name
- 00:18:40 – Data-driven rebranding decisions
- 00:21:07 – Communicating the benefits and value of rebranding to leadership
About our guest Kelly Jura
Kelly Jura is a design leader who is driven by the ways that people interact with ideas. Throughout her career, she leverages her deep understanding of brand and behavior, gaining patents, accolades and widespread public acclaim on the way.
🔎 Where to follow Kelly
About this podcast:
Welcome to UX Research Geeks, where Tina Ličková, a researcher and strategist, talks with researchers from around the globe about topics that matter to them.
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