DOTCOM Redesign
The Goal
The primary goal for this project was to create a new responsive website that would replace an old brochure site. Secondarily, we wanted to move the site into a more robust CMS environment that would allow content authors manage content in real-time.
Process
In Research phase, we’ve identified stakeholders from various business lines and conducted stakeholder interviews.
Then we identified our top customers segments to be individual investors (life insurance policy holders, 401k customers etc.), financial advisors who used the site to sell our products, as well as plan managers shopping for a company plan for a business. We have conducted interviews and ran surveys and the data analysis from these activities served as basis for creation of proto personas.
Additional research activities included competitive analysis, goal-based user journeys and analysis of the metrics from the current site.
Design phase consisted of creating information architecture mapping, a set of responsive annotated wireframes, and a proposed site map, validated by a card sorting exercise. Concurrently, I partnered with a visual designer to develop look and feel for the new experience. This collaboration led to the creation of a new style guide, and was foundational to the creation of the design system.
Design System
Design system was essential to creating consistency and alignment between different parts of the digital experience. Working closely with the development team, we have outlined the list of key components, and designed a system accessible across the enterprise.
In designing our components we have worked through the challenge of finding the right balance between providing enough flexibility to the content authors (to ensure wider adoption) and also locking down some of the functionality (to ensure consistent user experience.) In the end, the hard work has paid off, and U.S. businesses found the components robust and flexible enough to adopt them across various business sites.
Result
The responsive site launched in 2017 and provided a solid platform for further consolidation of dispersed digital experiences. Metrics showed wide adoption among mobile users. Moving the site from the old Teamsite environment to the new Adobe AEM enabled real-time content updates, robust analytics and better user experience.
My Role
Wireframes, Flows
Personas, Journeys
Information Architecture
Design System Component UI
Style Guide
Usability Testing
Product Ownership
My Tools
Adobe CC
Axure RP
InVision
Sketch
Adobe AEM
Rally