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.
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 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.
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.
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.