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UX Research: Improve user experience, content relevancy, and adoption with deeper understanding of the target audience’s goals and information needs.


Fannie Mae Foundation (currently Fannie Mae Office of Community and Charitable Giving) launched KnowledgePlex, an online news and information portal for affordable housing and community development advocates, professionals, policymakers, researchers, and other stakeholders. The foundation needed a refined picture of its target audience to help guide an upcoming redesign of KnowledgePlex.


We used our Audience Discovery™ methodology to research the target users and discover their needs, wants, and goals. First, we defined project objectives through workshops with internal Foundation staff and stakeholders, followed by user surveys, interviews, meetings, focus groups, and workshops with a representative sample of each of the target segments. 

We delivered detailed findings and recommendations including an audience profile, personas for the primary targets, and a report.


Fannie Mae Foundation received insights about its target audience’s goals and needs that enabled them to redesign KnowledgePlex and launch a successful site that increased site traffic and repeat visits. The leadership team has continued to build upon our work to inform additional knowledge-sharing programs and strategic planning, ensuring that future efforts align with its mission and its target audience’s needs and goals.

List of Services   

  • Product Assessment + Strategy
  • User Research
  • Audience Profile + Persona Development

Explore Our Work

Explore Our Work

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