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
Research: Interviews and Findings
Persoanas: Small Business Owner, Broker, Employee
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
Competitive and Design Research in the context of MetLife's Experience Principles
MetLife Brand and Design Pattern Samples
MetLife Personal Assistant: Principles, Schematics, and Interaction Patterns
Conversational UI Principles
Schematics and Interaction Patterns
Smart Bill for Business Owner
Landing Page for New Business Owner
Landing Page for Small Business Broker