SMALL BUSINESS RETIREMENT

Redesign of Web Pages & Design of New Tools

Project Overview

Reimagine end-to-end user experience for the Small Business Retirement squad within the Fidelity Wealth Solutions domain.

This includes conducting customer research, competitive analyses, creating storyboards / user flows / wireframes, applying the most up-to-date design standards and designing responsive web sites and applications.

My main task was to work with the internal stakeholders and peers on the Small Business Retirement squad to come up with the best user experience for public-facing marketing pages, as well as tools and applications for small business owners and their employees.

My Involvement

Plan and conduct user tests and participate in competitive analyses

Create user journeys, wireframes, designs and prototypes

Final Product

Pixel-perfect designs for both public-facing pages and post-login web applications

Cleaner Page Design and Promotion of New "Small Business Plan Selector" Tool

I collaborated with the Small Business team and the Workplace Investing organization to design a new tool that helps independent workers and small business owners pick retirement plans that best suit their needs.

The updated page design also includes a simplified overview of the small business plans that Fidelity offers and updated resources.

User Research to Improve Key Content

Another main focus of the redesign was to simplify the "Compare Plans" section, that was previously very text-heavy and especially hard to view on a phone or tablet.

I conducted a round of unmoderated, remote user testing to ensure that the redesigned "Compare Plans" section (with less text, more white space, and added icons) was indeed an improvement.

Population Health Management

New Website Design

Project Overview

I partnered with the agency Havas Creative to lead user experience design of the new “Population Health Management” (PHM) website, the first of a series of websites under the new Watson Health umbrella.

This included coming up with a strategy for a phased transition from existing web properties of companies purchased by IBM to the new PHM website.

My main task was to work with the client and peers in strategy, design and development to come up with the best user experience, both for the short term (with multiple web properties) and the long term (with a single web property).

My Involvement

Plan and conduct stakeholder interviews

Conduct story mapping sessions with the internal team that leveraged existing personas

Create scenarios, storyboard, site map and wireframes

Final Product

Site map and wireframes

Story Mapping

Story Mapping is a pretty straightforward group exercise. You round up your team members and talk about the user’s journey through your product.
Ideally you would include clients and even users, but in this case we had to make do with the internal team.

Storyboard

I like to give a high level depiction of the experience before honing in on all the details shown in wireframes and prototypes.
This helps to get the team on board and ensure that no crucial items are missed.

Cloud Service Delivery Platform

Vision for SaaS Transformation

Project Overview

CA Technologies engaged me to come up with the vision for the new “Cloud Service Delivery Platform”, that gives service providers a standardized way to manage their customers, services and resources. In particular, the service provider tasks included subscribing to services, deploying and monitoring services.

Main task was to work with the team and a representative set of clients to improve the frontend user experience.

This included exploring a wide range of advanced data visualization options, such as: dashboards with relevant KPIs / charts / graphs, “tree map” views and “hyperbolic tree” views to simplify how users process large amounts of data in a short amount of time.

My Involvement

Get familiar with the existing platform, as well as the initial version of the new SaaS platform.

Lead workshops with dozens of client stakeholders in three cities in the U.S. to come up with top user needs and tasks to include in the personas.

Explore advanced data visualization techniques used for large and frequently changing data sets.

Create detailed personas, storyboards, wireframes and a clickable prototype.

Final Product

Clickable prototype and annotated wireframes

Personas

I traveled to three U.S. cities and conducted workshops with a range of subject matter experts from top partners of CA Technologies.
The data gathered in these workshops led to detailed, actionable personas that were much more valuable than the "made up" personas I've seen on many projects.

Storyboards

Often times, I hand-sketch storyboards and go straight to creating wireframes from there.
On this project I had the time to turn those rough sketches into higher fidelity storyboards, which gave a better preview of the final screens.

AVAYA.com

Rebranding and Website Redesign

Project Description

Avaya is a global leader in business communications systems. The company provides unified communications, contact centers, data solutions and related services directly and through its channel partners to leading businesses and organizations around the world.

In 2008 the Avaya Marketing team asked R/GA to change the branding and digital experience of Avaya.com and to define a social media strategy.

The Interaction Design team that I led was asked to conduct user research, create personas, identify top user scenarios, create wireframes for the pitch, and to create site maps and final wireframes for the redesign.

My Involvement

Lead Creative Discovery phase (user interviews, personas, competitive analysis)

Assist with user scenarios and wireframes for a pitch presentation to Avaya senior management.

Lead R/GA Interaction Design team and oversee creation of flows diagrams, site maps and wireframes.

Collaborate with R/GA Emerging Technologies team to define a social media strategy for Avaya.

Deliverables

User interviews and personas.

Pitch documentation (user scenarios and wireframes)

UI specifications (site maps and over 150 annotated wireframes)

Social Media Strategy presentation to senior management.

Annotated Wireframes

On a "waterfall" project like this one, it was important to create very thoroughly annotated wireframes for hand-off to development. I acted in both a hands-on and oversight role to produce over 150 pages of wireframes using InDesign.
This particular example shows part of the Business Partner Locator search feature, which included the integration of both Salesforce data and Google Maps.

Site Map

Unlike many site maps that are more high-level / conceptual, I created more of a "production-friendly" site map.
I used color-coding to depict when each type of content or functionality would go live over the course of a multi-year rollout.

Final Design

The final site design included a cleaner home page, simple navigation and featured marketing content.
It also included a new "Finder" tool to give users instant access to the most relevant content.