Kelly Jura | How user research shaped a brand: a case study | #48
UX Research Geeks11 Marras 2024

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.

👉 If you have any tips on fantastic speakers from across the globe, feedback, or any questions, we’d love to hear from you too. Reach out to geekspodcast@uxtweak.com

🔎 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

LinkedIn / Website

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.

🐝 Brought to you by UXtweak, an all-in-one UX research software. Start your research for free at: https://www.uxtweak.com/ 👈

🐝 Where to Follow UXtweak:

LinkedIn / Instagram / YouTube / Facebook / Twitter

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(79)

Building a UX research career in 2026 | Mujaahida Shakur | #78

Building a UX research career in 2026 | Mujaahida Shakur | #78

Mujaahida Shakur, a behavior scientist and UX researcher with a background in public health and experience at Amazon Web Services, reflects on her journey into UX research and the challenge of transla...

17 Syys 33min

AI, empathy & user trust: Researching AI products | Angelina Amlani | #77

AI, empathy & user trust: Researching AI products | Angelina Amlani | #77

Angie Amlani, Executive Director of Strategy and Research at Metalab, talks about what it really takes to design AI-native products. She covers how UX researchers can navigate AI-specific challenges l...

27 Elo 30min

Rethinking where UX research belongs | Joel Barr | #76

Rethinking where UX research belongs | Joel Barr | #76

Joel Barr, a UX engineer and software creation professional, reflects on why we need to rethink the place of UX research within organizations, arguing that researchers have much greater impact when th...

6 Elo 30min

New chapter of UXR Geeks | Petra Rajkov | #75

New chapter of UXR Geeks | Petra Rajkov | #75

After 4 years and 70+ podcast episodes, we're saying a heartfelt thank you to Tina Ličková, our amazing host of UX Research Geeks since its first episode. Tina gave this show her critical mind, passio...

29 Heinä 14min

Challenges of user research in healthcare | Dr. Gyles Morisson | #74

Challenges of user research in healthcare | Dr. Gyles Morisson | #74

Dr. Gyles Morrison, a Clinical UX Strategist and former medical doctor, discusses how UX research can improve healthcare by addressing the realities of clinical practice, systemic bias, and complex ca...

10 Heinä 35min

UX design vs UX research: Where do we draw the line? | Anfisa Bogomolova | #73

UX design vs UX research: Where do we draw the line? | Anfisa Bogomolova | #73

Anfisa Bogomolova, a product designer and the host of Honest UX Talks, reflects on how AI is dissolving the boundaries between UX design and UX research. She explains how role expectations are shiftin...

11 Kesä 28min

Designing AI products | Vitaly Friedman | #72

Designing AI products | Vitaly Friedman | #72

Vitaly, the UX lead with the European Parliament and co-founder of Smashing Magazine, reflects on the messy reality of designing AI products and why UX matters more than ever in the age of artificial ...

14 Touko 37min

AI in UX research: What really changed since 2023? [UXtweak report findings] | Tadeas Adamjak | #71

AI in UX research: What really changed since 2023? [UXtweak report findings] | Tadeas Adamjak | #71

This special episode is based on a webinar recording with Tadeas Adamjak, Head of Growth at UXtweak, where he shared the main findings from our AI in UX Research Revisited report. He talked about how ...

24 Huhti 34min