Redesign Case Study: A UCD Approach

  • Led the first major redesign in over 4 years of $20MM platform
  • Developed business goals after speaking with internal stakeholders, clients, and agents (our end users)
  • Employed multiple UX techniques to ensure success including: benchmarking the existing experience, SUS, member surveys, usability studies, desirability studies, and expert reviews
  • Created a mobile-first experience designed to engage, surprise and delight agents

My personal contributions:

  • Led the UX and creative process including requirements gathering, understanding business drivers, and brainstorming sessions with stakeholders and colleagues
  • Conducted a landscape analysis that included an audit of competitors
  • Analyzed over 300 hours of site visit (recordings) data to discern patterns and typical usage
  • Combed through user feedback via customer service emails, calls, and survey responses to determine common requests or user issues
  • Defined the UX strategy for the site
  • Created wireframes, workflows, experience models, personas and site maps
  • Developed and implemented research protocols for conducting in person and remote usability studies
  • Trained my team in various techniques including brain writing, affinity diagramming, desirability studies, complexity analysis, moderated usability studies and presenting UX findings