Digitizing the customer experience
Summary
From late 2017 to early 2019 I was the design lead for a digital innovation workstream focused on creating product and service solutions to improve our customer experience.
Two significant outcomes of that work were the creation of eCommerce capabilities on the TR marketing website and the corporate tax product platform.
The process
The process began with stakeholder and user interviews to understand user and business needs and to establish personas.
A design workshop was then held with key stakeholders to validate those personas, ideate on possible solutions, and identify an MVP.
User flows, sitemaps, wireframes and interactive prototypes were created and validated with the business and tested with users.
2017-2019
Some final outputs
The primary output of the first wave included three marketing campaign landing pages that are no longer online. Elements from those pages have since been incorporated into the main Tax & Accounting marketing website.
All final UI design work shown below was performed by my design partner, under my direction and in close collaboration with our marketing lead.
