Kristi has been doing UX research for ecommerce Web sites since 2001 and information architecture since 2006. After specializing in qualitative research methods for Target and Evantage Consulting, she moved to her current employer, Deluxe, and transformed UX research by blending qualitative and quantitative insights in a new approach called UX analysis. Kristi is an expert in research methodology, designing and blending methods of research, and discovering creative approaches to gathering data that meet business objectives. Kristi has synthesized her long-time, right-brain approach to user research with the left-brain approach of Web analytics to more powerfully communicate with Ebusiness. She has been Deluxe’s Tealeaf owner, administrator, and primary business user since 2009 and is on the road to becoming an Omniture Discover power user. Kristi is currently completing her Master of Liberal Studies in Innovation Studies.