End to End User Experience Design
End to End User Experience Design
A finance company's website that lets users get quotes online, learn about guidelines and to follow up with the quote. My work involved in improving the user experience of the website for converting new users to customers, make the website user friendly.
My Role
UX Designer
My Deliverables
Expert Analysis
Competitor Analysis
Web Analytics
Requirements & Specifications Review
Content Analysis
Wireframes
Visual Design
Whiteboarding & Brainstorming sessions
Our Team
UX Designer (me)
Project Manager
Onsite Business Analyst
Onsite Business Stakeholders to get the work signed off and receive requirements
Developers
Visual Designer
Best Practices
Expert Analysis
Competitor Analysis
Web Analytics
Requirements & Specifications Review
Content Analysis
Wireframes
Visual Design
Whiteboarding & Brainstorming sessions
Challenge
Challenge How to reduce the number of phone calls and emails the customer service receives, from users about using the website? How to convert new users to customers? How to improve existing customer engagement and loyalty?
Solution
Redesign of the website, to make it consistent across pages and improve the branding. New users needed more efficient and easier method of requesting a quote and receive feedback. Enabled the features to contact and receive feedback more effectively. A very comprehensive site map describing each element in the website was added. Adding help documentation.
Overall Process
At the start of the engagement, I spoke with the client team to understand their goals, success metrics, and to discuss prior research that was conducted.I reviewed existing user feedback from the website - the emails, the phone calls received regarding using the website, and interviewed the internal team to better understand the target users. Information from these interviews helped to solidify the direction and vision for the website. My work involved Heuristics review of the website, Competitor Analysis, Web Analytics, Content Analysis, Sitemap, wireframe creation and stakeholder interviews and brainstorming session.
Expert Analysis - Heuristics Review of the Website
Different sections of the website were reviewed for Heuristics.
Competitor Analysis
Competitors who were identified by the business team, their websites were also reviewed in line with the current website I was working on.
Web Analytics
Competitors who were identified by the business team, their websites were also reviewed in line with the current website I was working on.
Requirements & Specifications Review
I reviewed functional requirements, worked with the business team to define user flows and detailed requirements.
Content Analysis
Sitemap & Wireframes
Based on the content inventory, web analytics, and the heuristics sitemap and the features were redesigned through wireframes.
Visual Design
One of the visual design options created for the homepage and subpage are given below.
Whiteboarding & Brainstorming
I conducted several brainstorming sessions with both Business and Development team members to identify initial design approaches.
Before
After
Tools
Some of the tools I used in this project
Conclusion
For AIG, I worked for couple other projects, an Intranet redesign, Internal Communication website, which won the Best Intranet award from NNG Group. I was a UX designer for AIG's fast paced full-service creative shop for global clients, which used global teams,. I worked on projects along with their global team, reinventing their design, brand, and internal transformation.