Experience Digital
A collaborative, design-thinking initiative that led to the identification and implementation of six core user experience patterns establishing a foundation for consistent and improved experiences across the enterprise.
Role
VP of UX Design
Year
2022-2023
Team
20+ designers, content strategists and researchers
The Problem
The digital experience for employee services had a high rate of customer drop-off, particularly in complex processes like accepting stock awards and beneficiary management in the case of loss.
In each of these flows, users were asked to traverse across 2 different platforms and faced disconnected and competing solutions resulting in confusion and frustration, which led to significant attrition.
Our digital space was not telling a cohesive story and our customers were suffering.
Opportunity
Identify and Implement Common Solutions
Leverage systems thinking to pinpoint shared underlying issues across seemingly unrelated digital experiences (like accepting stock awards and beneficiary management) and develop unified solutions that can address multiple workflows simultaneously. Could we use systems thinking to solve for both problems?
Reduce Customer Drop-off and Attrition
Significantly improve user experience within specific workflows where over 5 million customers were crossing over to another platform. We had an explicit goal of decreasing the high rates of customer drop-off and attrition. If we could improve the crossover experience, we had the opportunity to create a true digital product used across different channels.
Strategic Approach
Tasked with coordinating a comprehensive initiative with a team of over 20+ designers, content strategists, and researchers, that involved mapping the customer journey across the entire enterprise. Through collaboration with research teams, unmet customer needs were discovered as well as enterprise level pain points. This culminated in a design-thinking workshop that included over 40 product partners, including stakeholders from engineering, product management, and customer service.
We discovered a unified, holistic user experience that addressed both customer drop-off and the fragmented beneficiary experience. The realization that through the implementation of six key Experience Themes, we could solve for not only the two focus experiences but a host of other fragmented experiences across the enterprise. These themes included Notifications, Education, Support, Sequencing, Planning and Transactions.
With my leadership, the team implemented a set of modular, reusable design patterns across multiple product lines to ensure a seamless and consistent user experience. We began with a focus on two themes -Sequencing and Support.
Sequencing - Your to-do, in progress or done list. Providing clear timeframes for task completion.
Support - Offering omnichannel support, always taking the customer’s story into account and being ready when they are.
