Customer Buying Experience NorthStar

UX Product Design Lead

Image

What I did:

  • Multi-level partnership workshop - At the direction of design team leadership, worked with a variety of business, technical and creative teams along with my own design team resources to initiate, build, manage and produce a workable solution to present to senior executives via a 3 day ideation workshop
    • Worked directly with leadership, managers and partners to establish a strategy and plan around the design team’s engagement for the process
    • Interfaced between workshop coordinator and partners
    • Worked with the previous design teams to include them and utilize their original design contributions
    • Compiled and connected the various past discovery and project experience strategies together 
    • Presented those experience strategies as wireframes and user flow visuals for discussion, divergence and convergence (and updated on the fly during workshop)
    • Along with managing the design team portions, also acted as a table facilitator
    • Worked with design team and workshop coordinator to compile workshop findings into a cohesive summary to help keep all members on track with the results and take-aways
    Image
  • Prototypes, testing, implementation and beyond
    • Lead the design team of up to 4 Designers, 2 Producers, and a Content Strategist in the creation of the prototype design and assets for our prototyping partners to assemble the initial 7 presentation prototypes for the executive presentation
    • Collaborated with our partners to compile multiple product owner and executive feedback in order to narrow down and iterate 
    • Managed the design team in the in-house creation of the 4 new, very focused prototypes into a more transportable PowerPoint version
    • Along with delivering prototypes for leadership feedback, worked with the Customer Insights team to define and initiate user testing sessions to further gain insight into how the proposed experiences would resonate with our customers and to give our business partners more data to back their rationales to leadership

CBE NorthStar was a wide-reaching, multi-product Consumer Credit buying experience initiative to improve new customer engagement and compel leadership interest and buy-in.

Customers needed a more complex credit solution that might require multiple credit product options, but eligibility requirements were for one product at a time and could potentially negate the other products options. They needed guidance and an easy way to make their decisions.

A new integrated credit experience concept needed to be explored through partner collaboration sessions to ideate and design an optimal customer experience:

  • Use simplicity and personalization to make a rigid, complex, and jargon-filled process flexible, intuitive, and human
  • Recognize the individual customer and work with them across all channels and devices in the way that best suits their needs
  • Make a complex process more understandable and less intimidating
  • Guide and support the customer through the experience

The resulting presentable product designs and prototypes not only could get leadership buy-in for the product, but would also allow user testing to gather valuable data.

A product design was created that could take a potentially complex customer credit need and allow the customer to navigate and customize their options to their specific needs.