The Hartford

UX Designer & UX Design

Online Business Service Center . Conceptual Discovery

2015


The Ask

The Hartford was looking for opportunities on their Online Business Service Center(OBSC) to improve overall customer experience by creating differentiated user experience for their Small Business Owner customers. Nowadays, customers are always expecting a tailored experience when they visit websites. By utilizing customer profile, historical and situational data, personalized user experience can be created and delivered.

My Role

I was working on this project as Experience Designer with overseeing from an Associate Creative Director. I was responsible for creating all creative assets including user journey and conceptual wireframes.

The Process

The track of UX started with a “Personalization Research Summary” sent over from client. From there, we identified four most important and appealing key interactions. Based on those key moments, we created user journey to turn those moments alive with the help of personas, and eventually designed conceptual wireframes to demonstrate possible approaches to generate discussion and explore proposals for client’s internal usage.

Main steps are listed below.

Identify key interactions: As one of the documents client sent over, the “Personalization Research Summary” was the most important one for us to take a look and learn about user’s voice. From it, we identified 4 key interactions to focus on when creating user journey.

User journey: After those key interactions were identified, we came up with two different user journeys to connect those moments together to form a personalized user experience for two different personas.

Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - User Journey
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - User Journey

Conceptual wireframes: Created conceptual wireframes for The Hartford Online Business Service Center dashboard at three different scenarios to help internal teams to discuss and explore.

It was requested by client to design with tablet screen size.

Since there was no visual design scoped in, high-fidelity (colorized) wireframes were created as final deliverables.

Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 1
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 2
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 3
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 4
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 5
Responsive wireframe for VCE Solution Exchange Homepage.
The Hartford OBSC - Visualization 6

Final presentation: As deliverables of the project, I presented the user journey and conceptual wireframes to client core team on the final day, and led discussion around the user journey and wireframes during Q&A session.

Experience With Clients Below

Wellington Management Fiat Chrysler Automobile LOGO LeggMason LOGO The Hartford LOGO VCE LOGO Travelers OGO McGraw Hill Education LOGO Voya Finance LOGO

All Trade Marks/Logos belong to their respective owner. I didn't receive endorsements from any of them. Please notify me if you feel uncomfortable to have your Trademark/Logo shown in the list.

Not available at this point.