Vision
The Enterprise Digital team will create a best in class lead generation experience that will simply and efficiently capture email information from our new and existing customers
align the physical and the digital journeys to create a seamless experience across multiple channels. With mobile in mind, we will strive to build a meaningful widget that is engaging, personalized, intuitive and efficient for our customers to learn more about our products and provide security for their financial futures.. Cross divisional collaboration is key and we will create end to end customer journeys to improve our products, services and purchases.
My Role
- Project Discovery
- Stakeholder Interviews
- User Research
- Experience Mapping
- White board/Ideation sessions
- User Flows
- Mobile Prototyping
- Interaction Design
- User Testing
Teams Involved
- Experience Lead (Myself)
- CX
- SEO
- Content
- Innovation Team
- Visual Design
- Customer Service
- Security
- Legal
Tools and Software
- usertesting.com
- Google Consumer Surveys
- Omni-Graffle
- Mobile Sketch Template
- Pop App
- Proto.io
Process
Discovery
- Competitive analysis
- Current Experience
- Analytics
- Omni Channel Approach. 2 diagrams
We have to design experiences for all touch points across all channels
Definition
- Customer Types
New Customer
Existing Customer
Design and Testing (Iterative)
Pivot
- Due to change initiatives in the organization we moved our focus to the Term Life Insurance experience. We took a lean iterative approach as the prototype was already in place in a mid fidelity.
Term Life Insurance Experience
- Validation Testing
- Usertesting.com feedback
- Design adjustments based on feedback
Outcome
- Validated Term Life quote experience that can be translated to any platform (Native through to responsive)