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US Mint — Omnichannel Strategy

Led UX strategy for the U.S. Mint's online store and wrote the strategy itself: "The United States Mint: Strategy and Information Architecture" (v2.5, 32 pages, 2014). Buyer interviews became eight personas, from the Dedicated Numismatist to the Millennial Novice, and the first persona-driven e-commerce strategy for a government retailer. Cart abandonment fell 31% and revenue rose 20%.

Case study from the portfolio of Micah Boswell, design leader — 30 years of UX and product design.

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