Challenge: Design envisioning of the new e-commerce site for small business customers, affiliates, brokers and employees, working within the newly re-branded MetLife brand guidelines and design pattern library. Approach: Agile co-creation with client through 1) design thinking workshop and research 2) design sprints. Outcome: The design thinking yielded a robust UX strategy that enabled rapid prototyping of experiences that delight users. The envisioning also extended the design pattern library and planted a seed for future voice AI integration. The success of the project strengthened the MetLife-IBM relationship resulting in 3 new large-scale businesses signed.
Project Approach and Phases
1. User Research yielding user needs and personas to envision against
2. Design Thinking workshop for alignment on user and business needs, challenges, goals, and constraints, yielding user flows and product features for MVP envisioning. Teams consist of IBM designers, engineers and product owners; and MetLife sales, marketing, operations, and engineer SMEs
3. Design Sprints: design and competitive research, concepts, mockups and prototypes
1 / Research: Interviews and Findings
1.1 / Persoana 1: Small Business Owner
1.2 / Persoana 2: Small Business Broker
1.3 / Persoana 3: Small Business Employee
1.4 / Documentation of current process flow
The journey is key as context for Design Thinking exercises such as Empathy Map, As-Is Scenario, To-Be Scenario, and Needs Statements
The journey is key as context for Design Thinking exercises such as Empathy Map, As-Is Scenario, To-Be Scenario, and Needs Statements
2 / IBM and MetLife Design Thinking Workshop at Astor Place in NYC
2.2 / Design Thinking: Storyboarding and Lo-fi Prototypes
2.3 / Design Thinking: Identifying future states
3.1 / Design: MetLife Experience Principles
3.2 / Design: Competitive and Design Research in the context of MetLife's Experience Principles
3.3 / Design: MetLife Brand and Design Pattern Samples
3.4 / Design: Conversational UI Principles
3.5 / Design: MetLife Personal Assistant Schematics and Interaction Patterns
3.6 / Design Iteration 1: Landing Page Business Owner
3.7 / Design Iteration 1: Smart Bill for Business Owner
3.8 / Design: Landing Page for New Business Owner
3.9 / Design: Landing Page for Small Business Broker