My Role
UX/UI Director, Content Strategist, UI Architect
Challenge
CONTENT: How do we consolidate 300+ Prudential Financial properties down to just a handful of destinations? Can we focus on just a few consumer facing, authenticated experiences, advisor portals and high profile marketing campaign driven properties? Improve overall site navigation, consumer self servicing, and support Bring Your Challenges brand promise. Deployed design thinking, ideation, and experience research best practices to improve site discoverability.
TECHNOLOGY: Can we help reduce technical debt, move towards single sign-on, support modern front end development and a template driven responsive framework?
PROCESS: Create a nimble and flexible design process to support a full Agile Scrum development and human centered iterative lifecycle integrated user testing and research.
Process
RESEARCH: We gathered market research, conducted user interviews and completed heuristic competitive analysis.
IDEATION: I conducted brainstorming sessions, nine box content strategy session with senior business stakeholders and participatory workshops and journey maps to support persona development.
DESIGN: Sitemap iterations, paper prototyping, wire-framing, high/low fidelity prototypes, content inventory, CMS system integration, modern templating, new branding integration.
USER TESTING: Observed usability testing sessions and consolidated feedback in to actionable feedback for design, marketing and product teams.
Results
The Prudential.com redesign was the first fully responsive site created at Prudential. It's been continually updated to make great improvements with users looking to Log In to self service products and make updates to personal/contact information.
A big step forward in consolidating content across all Prudential businesses in to one modern platform becoming much easier for users to find what they came for. It saved the company millions in site property overhead and maintenance.
It extended Prudential's Master Brand styles deeply down and across new interactive tools and template designs. Improved access to the "differently abled" helping to improve Web Accessibility of content for all users.
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