Role:Design Director | UX. Research, strategy, interaction and website HTML/CSS
A Federal Insurance application research, UX Cards (process of UX in physical form) and Highway 22's website.
The Problem: A brand new Federal Insurance application
The client was already in the health insurance space for Federal workers, now they were ready to branch out to the Life Insurance space. They had hired a local marketing team but they had very little development or UX experience, so they reached out to Highway 22 and the sister company Damascus Edge to fufill those needs.
Since there was no current product, I started with stakeholder interviews. The client wasn't familiar with Life Insurance, they only knew "It was bad. All the sites are ugly." I knew I had to do some extra digging at that point.
After the interview I started going through the marketing companies data and while there was some demographic information, and some competitive analysis done, it was branding related. There were also about 10 personas, but they were typical marketing persoans. I needed more information about why a Federal worker. I started with a Competive/Comparitive analysis so I knew who was in that space. A Current State analysis was then done so I could understand demographics of Federal Workers, narrow down our UX persona and then an experience map so I could identify the pain points of the current and future state of the product and understand what opportunities we had to make a better product.
The findings in this particular project were quite useful. First, with the demographics analysis, we discovered that while the average age of someone in the workforce is around 30 years old, the largest group of Federal workers is 45-64. A significent difference. They also are well educated. This meant our tone needed to to be more professional instead of a younger playful tone.
The Competetive analysis revealved something no one knew as well, that every competitors site offered a FIGELI chart. Federal workers get basic life insurance free. If they want more, it costs them a significent more over time. The charts and calculators used by the competitors showed the potential customer how much they could save by using them instead of the governments insurance. This was an eye opener to the client and certainly wouldn't have learned that on their own. The marketing firm even used my analysis in their presentations to the board. The work done on the map helped show them exactly where the areas of opportunity were based on how the other products work today.
I worked with stakeholders, the marketing firm and development. For our firm, I created presentations to help solidify the job, and SOW. For the development group, I created presentations each sprint for work done, timelines, ecosystem maps and design pattern advice. Project is not completed.
The UX cards came about because of a need for the entire team to decide on what deliverables were needed per project and the creation of a Design Brief. There are many types of UX cards out there, but they don't typically take the entire UX process into account. There is a Discover, Research, Concepting, Product Planning, Interaction, Visual and UI category. The team can come together and decide which elements are needed and agree on who does what and when. Then the Project Manager can create a Design Brief based on what was chosen and present to the stakeholders. Using these, everyone, including the stakeholders, BA's, Product Owners and Scrum master can clearly see the benefit for the project.
Highway 22 website:
Our visual designer, Tina Elder, had done an update on what was previously there. It was not responsive and didn't reflect who we were. I created the new site and applied analytics so we would have a better understanding of who was coming to the site. It immedietly increased visits to the site by 67%.