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HUMAN EXPERIENCE STRATEGY

Understanding the Human Factors Behind Why People Act, Or Don't

Your Story Connects, LLC, led by Zanefa Walsh, is a strategic marketing consultancy specializing in Human Experience Strategy. Zanefa helps organizations learn from human factors, like literacy, background, and life circumstances, that shape how people engage with a variety of touchpoints. Those insights then inform decisions wherever they matter most in the business.

 

Essentially, every organization eventually runs into the same problem: you can see what people are doing, but not always why. For instance, donations dip, applications go unfinished, a campaign doesn't land the way it was supposed to, or something works far better than expected, and no one's sure what to credit. Organizations often respond by doing more: more promotion, more reminders, more spend; or they simply move on without asking why. Your Story Connects helps reveal that these efforts may not fix the real problem, which may be a barrier or an operational issue such as timing, access, or a process that's quietly getting in the way.

 

Zanefa investigates both the touchpoint and the human factors of the people it's meant to reach. She connects what people say, do, and encounter to expose barriers and explain why they matter to your business.

Services

A Human Experience Strategy engagement starts with a conversation, not a deliverable. If you're interested in working with Zanefa, start with a complimentary 30-minute discovery call to talk through what you're seeing, what you don't yet understand, and whether it's a good fit.

From there, engagements are scoped around the complexity of the question, from a single touchpoint to a connected ecosystem of them to an enterprise-wide, ongoing strategic partnership. Pricing is determined by scope and discussed during the discovery call.

1

Single Touchpoint 

  • ​​One communication, program, or touchpoint performing better or worse than expected for unconfirmed reasons

  • Experiences investigation

  • Recommendation(s) provided

  • You choose:

    • Option A: Investigation only

    • Option B: investigation and execution, scoped after findings 

2

Ecosystem-wide

  • Multiple connected touchpoints forming a larger experience

  • Investigate where, within an ecosystem, there's friction and if it's communications-based, operational, or both

  • Evidence gathered across interviews, behavioral data, direct observation, and existing internal information

  • Option A: Investigation only

  • Option B: Investigation + execution

3

Enterprise-wide

  • Multiple departments, programs, or ecosystems at once

  • Investigation is coordinated across departments and data sources to build one evidence-based picture

  • Provide recommendations

  • Option to continue into strategic activation and a later impact review

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