Customer Experience Principles
Role: CX Design Lead
Business Problem: Lack of consistent guidelines for creating customer experiences that resonate with customers and exude brand values.
Activities: Research, Competitive Analysis, Workshops, Roadshow
Outcome: Shared vocabulary for translating brand into experiences, framework to make choices for future experiences, and a common set of principles focused on what matters to customers.
Transitioning to Retirement Research & CX Strategy
Role: Principal CX Researcher
Business Problem: Participants were not annuitizing their funds (which is how TIAA makes money) and those that did, struggled through the process.
Customer Problem: Annuities are complex insurance products. Very few people know what they are, how they work and how they could benefit from an annuity within their withdrawal strategy.
Activities: Moderated in-depth interviews, journey mapping, workshops and roadshow.
Outcome: Well-defined business case, a strategic roadmap to address key customer needs, detailed journey maps encompassing multiple scenarios, and an enhanced
propensity model tailored for annuity prospects.
TIAA Secure Web Redesign Discovery
Role: Principal CX Researcher
Business Problem: TIAA was losing business due to a poor digital experience that wasn’t keeping up with the changing expectations of its users.
Customer Problem: TIAA’s secure website was difficult to navigate, missing a competitive edge, and lacked connection to customer needs throughout the retirement journey.
Activities: Secondary research, heuristic analysis, gap analysis, VOC analysis, competitive analysis, content audit, site map analysis, customer interviews, journey mapping, card sorting, tree testing, and concept testing.
Outcome: 50+ insights through various qualitative and quantitative research methods to fuel better design, resulting in higher quality of experience scores and a reduction in negative voice of the customer.
Coffee with Customers
Role: Program Manager & Workshop Facilitator
Problem: Not many of our employees had the opportunity to get 1-on-1 time with customers and would sometimes lose sight of the customer perspective.
Solution: Organized a continuous series of workshops where employees could interact with customers and co-create together on a variety of topics.
Outcome: Engaged 100+ employees and customers, generated 500+ ideas, and uncovered 30+ insights to aid product development and ensure customer-centric outcomes.
Invest On-boarding Research & Journey Mapping
Role: CX Researcher
Business Problem: Engagement with the robo-advisor product would drop significantly after customers would open an account. Many accounts were inactive or went unfunded.
Objective: Understand why participants weren’t funding or engaging with their accounts.
Actions: Stakeholder interviews, in-depth customer interviews, journey mapping, data and analytics mapping, and workshop facilitation
Outcome: We identified countless issues to solve within the customer journey, helped the invest team become more aware of their personas, developed empathy with the group, and shifted product owners to a customer centric approach to solving problems.
Pended Application
CX Research & Business Case
Role: CX Research & Strategy
Problem: 30% of applications for a new bank accounts were being held for review to check for fraud causing customers to abandon the process or call customer service.
Objective: Understand the issues both customers and call center associates were experiencing when applications failed to create a business case for funding.
Actions: Stakeholder interviews, user interviews, journey mapping, stakeholder workshop, data & analytics, market research, voice of the customer analysis, concept sketches, future state journey
Outcome: Reduced number of pended applications, decreased calls to the call center, decreased amount of negative VOC
Managed Portfolio
Robo-Advisor Discovery Research
Business Problem: Lacked understanding of customers within robo-advisor product.
Objective: Understand robo-advisor customer needs, goals, behaviors and motivations to inform future work.
Actions: Stakeholder interviews, customer interviews, persona creation, journey mapping, ideation workshops and development of a product roadmap.
Outcome: Shared understanding of robo-advisor customer needs, goals and behaviors and opportunities and pain points throughout the customer journey.
Ally Corporate
Responsive Redesign
Problem: Ally’s corporate website was in need of a refresh after 9 years left dormant.
Process: Persona review, competitive analysis, analytics, journey mapping, content audit, flow diagram, site map, sketching, wireframes, design, iteration
Solution: Responsive redesign of the content and visual elements for the corporate website, updated navigation based on persona usage, developed strategy for responsive design within the company
Outcome: Increased ease of use, improved visual aesthetic to match the rest of the public website, lead the way for other responsive redesigns within the company.
Ally Authenticated Dashboard
Responsive Redesign
Problem: Customers want to be able to see and manage all their Ally accounts in one place, but all of the lines of business had separate digital interfaces.
Process: Competitive analysis, navigation and content audit, persona review, sketching, wireframes, iteration, high fidelity mockups, usability testing
Solution: Created a consolidated view of all possible Ally account types, updated the navigation structure to house all the possible actions for each account type, created responsive framework for authenticated space, and developed proofs of concept for creating goals and cash flow analysis.
Outcome: Fewer calls to call center for navigation issues, positive VOC on new design elements, increased ease of use.
