Life Milestones
Strategic leadership in the Life Milestones platform redesign resulted in a modern, scalable solution that enhanced user experience through improved navigation and personalization, leading to significant gains in user engagement, reach, and business outcomes.
Role
Director of UX Design
Year
2020-2021
Team
10+ designers, content strategists and researchers
The Problem
The Life Milestones experience platform had an outdated user interface and failed to meet the evolving needs of its diverse user base. Customers were frustrated by the inability to find what they needed, lack of personalization and recommendations.
Additionally, the platform's technical limitations made it difficult for product teams to iterate quickly and improve the user experience.
Opportunity
Modernize and Consolidate the Platform
There's a significant opportunity to replace the underperforming and outdated dual-platform system with a single, modern, scalable, and reusable platform. This would address the current maintenance burden and provide a foundation for future growth and efficiency.
Enhance User Experience through Data and Personalization
The lack of usage analytics and personalization presents an opportunity to redesign the platform with built-in tracking capabilities and personalized features. This would allow for a deeper understanding of user behavior, enabling the creation of a more user-friendly experience that better meets customer needs and drives desired outcomes of new account openings.
Strategic Approach
Serving on a strategic leadership team involving senior leadership, product managers, engineers and customer service teams, I led a team of designers who facilitated design thinking workshops, ran design sprints, performed comprehensive user research to identify pain points and gathered feedback through user testing.
Close partnerships with the client advisory board helped us gather insights and validate concepts, ensuring the new design addressed real-world needs. These moderated sessions provided the team with user metrics that fed design direction.
We developed a modern, modular design system that allowed for greater flexibility and scalability while maintaining a strong focus on the user experience.
