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EVCooper Partners - Customer Research & Insights

@evcooperpartners

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Helping organizations make better decisions through a deeper understanding of the people they serve.
Research • Customer Insights • UX • CX

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WMATA has decided to keep the iconic colored stripes on its station entrance pylons after hearing from customers.
What caught my attention is that Metro changed course.
The redesign had already been researched and tested. Then people reacted to the proposed changes, and Metro learned something else. Those stripes meant more to riders than the research had shown. They’re part of how people recognize Metro and part of the system’s identity.
That’s useful information.
And it’s a good reminder of something I think about a lot in my work:
Research doesn’t end when something launches. Neither should listening.

Sometimes customer feedback confirms a decision. Sometimes it changes one.
And sometimes you learn that something you thought you could change mattered to people more than you realized.

I don’t see that as research failing.
I see it as research continuing.

#UXResearch #CustomerExperience #CustomerResearch #Wayfinding #UserExperience #WMATA #DigitalExperience #dcmetro taken in Washington, DC by @evcooperpartners

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a day ago

I’ve been following the conversation around @metroforward WMATA’s new wayfinding signs, but what caught my attention wasn’t simply that some riders don’t like them.

It was why.

WMATA did extensive research before the redesign. But now that the signs are meeting riders in the real world, people are describing how they actually use information to navigate: looking through train windows before getting off, relying on terminal destinations to orient themselves, looking for streets and landmarks, and reading signs from across platforms and escalators.

Social media comments aren’t representative research. But they can reveal behaviors worth exploring.

One question kept coming to mind:

Are we giving people the information they need at the moment—and in the place—they actually need it?

That question goes far beyond Metro.

A business can put information exactly where it thinks it belongs on a website, booking experience or app. But that doesn’t necessarily mean it’s where customers are looking for it—or where they need it to make a decision.

That gap between what we intended and what people actually experience is where some of the most useful research questions begin.

And it’s why research shouldn’t end when something launches.

Sometimes, that’s when the most interesting learning starts.

#UXResearch #CustomerExperience #CustomerResearch #Wayfinding #UserExperience #WMATA #DigitalExperience #dcmetro by @evcooperpartners

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8 days ago

A few months ago I left inspired.

Listening to the stories behind @sankofadc , Black Classic Press @blackclassicpress , @mahoganybooks , and author @ciciadams_ ' work reminded me that Black-owned bookstores have always been more than places to buy books.

They've been places of belonging.

Places where communities gather, ideas are exchanged, and people see themselves reflected.

That made me think about digital experiences.

For many organizations, a website is the very first interaction someone has with your mission.

Does it create the same sense of welcome?
The same clarity?
The same feeling of belonging?

Or is there a disconnect between the experience people have in person and the one they have online?

These are the questions I love exploring because understanding the people you're trying to reach is the first step toward creating digital experiences that truly reflect who you are.

What organizations have created an experience—online or in person—that made you feel like you belonged?

Want more thoughtful observations on audience understanding and digital experience? Subscribe to Digital Experience Brief through the link in my bio.

#blackownedbookstores #communitybuilding #digitalexperience #customerexperience #audienceinsights #missiondriven #smallbusiness #bookstores #uxresearch by @evcooperpartners

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3 months ago

Sometimes the most valuable feedback isn't in your analytics—it's in the conversations you're not having.

The people you serve experience your organization in ways that numbers alone can't explain.

Analytics can tell you what happened.

But understanding why requires curiosity, conversation, and a willingness to listen.

When organizations make space for those conversations, they uncover opportunities to build trust, remove barriers, and create experiences that truly reflect the communities they serve.

+ If you could ask your audience one question today, what would it be?

Digital Experience Brief is my weekly newsletter for mission-driven organizations and small businesses that want to better understand the people they're trying to reach and create better digital experiences. Join us through the link in my bio.

#digitalexperience #customerexperience #audienceinsights #missiondriven #communityengagement #smallbusiness #nonprofit #uxresearch by @evcooperpartners

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3 months ago

Creating a better digital experience isn't just about improving a website.

It's about understanding the people you're trying to reach.

For organizations serving diverse communities, that means moving beyond assumptions and making space for the voices, experiences, and perspectives of the people who matter most to your mission.

That's what culturally informed research is all about.

It helps uncover what motivates your audience, where they're experiencing friction, and what they need to feel seen, supported, and confident engaging with your organization.

When we truly understand people, we make better decisions—and create digital experiences that communities can trust.

How does your organization ensure the voices of the people you serve are part of the conversation?

#digitalexperience #communityengagement #audienceinsights #missiondriven #uxresearch #communitycentered #culturallyinformed #customerexperience by @evcooperpartners

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3 months ago

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3 months ago

The colors are fine. The copy is fine. But something is missing. The warmth isn’t there. The community doesn’t show up. It could belong to anyone.

That gap has a name: digital experience disconnect. And it’s more common than you think among cultural businesses, community organizations, and mission-driven brands.

The good news — it’s researchable. And it’s fixable.

#digitalexperience #culturalbusiness #uxresearch #blackownedbusiness
#digitalexperiencepartner by @evcooperpartners

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4 months ago

Your website is not just a marketing tool.
For mission-driven, community-rooted businesses, it’s a cultural
touchpoint. It’s often the first place someone encounters your values, your voice, and your people.

When it doesn’t reflect who you actually are, that’s not just a design problem. It’s a disconnect between your mission and your presence.

Treat your digital experience with the same intention you bring to
everything else you do.

Does this resonate? Drop a comment. I’d love to hear how you think.
about your digital presence.

#digitalstrategy #culturalbusiness #uxresearch #missiondriven
#digitalexperience by @evcooperpartners

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4 months ago

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4 months ago

“What exactly is digital experience research, and why does your business need it? 🤔
Simply put, we help businesses understand their customers—what they need, where they struggle, and how to make their digital experiences seamless, intuitive, and delightful. ✨
✅ We conduct research with real users
✅ We test digital products to find pain points
✅ We provide insights that help businesses improve before problems arise
Think of us as your customer advocate & problem-solver. Ready to create better experiences together? Let’s talk! 💬”
Drop a line in the comments if you want to learn more! #digitalexperience #customerexperience #uxresearcher by @evcooperpartners

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2 years ago