#WCW January: Lisa Dance

We’re excited to kick off 2017 with Lisa Dance as our January #WCW! Lisa runs her own Richmond-based customer experience business, and has been a fabulous LTUX member from day one. Learn a little more about her below!


Tell us a little bit about yourself! What do you do? How did you get involved in the industry?

My path to becoming a Customer Experience and User Experience Designer is rather circuitous. It started when I was 9 years old and told my mother that I wasn’t going to shop at a particular store anymore because of how they treated their customers. From that time on, I would notice how businesses interacted with customers and look for ways to make improve them. When I went into a store, looked at ads, or visited a website, I was always thinking “if they changed this, it would be easier for their customers.”
There wasn’t a user experience field when I graduated from college. After earning a Bachelor of Arts in Political Science and Post-Baccalaureate Certificate in Marketing from VCU, I managed a variety of customer-facing programs in small business, corporate, government, and non-profit environments.
I found the projects I enjoyed the most were around identifying and resolving customer experience issues. So, when I discovered UX and HCI a few years back, it was a perfect fit. I actually had been using some of the methods already without knowing it.

How do you define UX in your role?

I’m part researcher, problem solver, analyst, and strategist helping businesses and non-profit organizations improve online and offline customer experiences. For the past few years, I’ve worked for myself at ServiceEase.

What’s your favorite part of your job? Least favorite part?

My favorite parts are digging in to understand customer needs and goals whether it’s through observation, and interviews and designing solutions with wireframes and prototypes. I love how eye opening customer journey mapping can be for identifying problems and opportunities and user testing when clients can hear and see what actual users are experiencing. My least favorite part is having user experience be reduced to just how an interface looks.

What’s your biggest piece of advice for other women in technology?

Find people who get you and see your talent. Don’t waste time or energy in unproductive situations.   Whether it’s online or in-person, connect with smart people that you can learn from and challenge you in a positive way.  And, remember to give back to those relationships.

What do you love about Richmond?

As a lifelong Richmonder, I’m a bit rare these days. Ten years ago, if you asked a room full of people how many were from Richmond, the majority would raise their hands. These days, I’m often the only one raising my hand. That’s not a complaint … Richmond has a lot to love, including reasonable weather and traffic, great arts and culture, an entrepreneurial spirit, people who volunteer time and money to causes they believe in, and a variety of urban, suburban, or rural living options.

What are you passionate about?

I’m passionate about using user experience research and design to combat the sense of “powerlessness” customers feel when they can’t get what they need accomplished. As organizations get larger and more complex, I’m passionate about helping them be easy to do business with whether it’s improving their technology or in-person experience.

Thanks so much for participating Lisa!

Categories: #WCW