Reimagined the Anthem Anywhere mobile experience : I led a strategic initiative to elevate key features of the mobile user experience while ensuring alignment with business goals.  This involved:

• Product Vision & Delivery: I collaborated with cross functional teams to define a clear product vision for the mobile messaging solution and establish a roadmap for delivery. This vision balanced user needs with business objectives.

• Cross-Functional Collaboration: To ensure successful execution, I fostered strong partnerships with IT and design teams. This collaborative approach facilitated the development of a minimum viable product (MVP) and the ongoing execution of the product roadmap.

• Voice of the Customer: Recognizing the importance of user feedback, I established a dedicated "Voice of the Customer" forum. This platform facilitated the collection and evaluation of customer feedback, directly influencing future product roadmaps.

• User-Centered Design Foundation: I led the development and implementation of comprehensive digital personas.  These personas were derived from a range of user testing methods, including:

  • Surveys

  • Focus Groups

  • Card Sorting

  • Empathy Interviews

The personas provided invaluable insights into user needs, behaviors, and mental models.  They served as a foundation throughout the design process, ensuring user empathy remained at the forefront of all design decisions.

Skills: Product Development · Product Design · Usability Testing · User-centered Design · Customer Journey Mapping · Communication · User Experience (UX) · Design Strategy ·  Wireframing · User Stories · Product management  · Agile Delivery · Story Telling · Data Synthesis

Building User Empathy Through Design Personas:

To design a solution that truly resonates with users, we needed a deep understanding of their motivations, behaviors, and digital engagement styles.

Solution: Ethnographic Research & Persona Development:

• Unearthing User Insights: I spearheaded an ethnographic study, immersing ourselves in the target user environment. This research provided valuable data on user habits, challenges, and digital interaction patterns.

• Digital Persona Creation: Based on the ethnographic study's findings, I led the development of comprehensive digital personas. These personas segmented users based on their digital engagement styles and behaviors, providing a framework for understanding user needs and preferences.

Benefits & Impact:

Enhanced Design Empathy: The digital personas fostered a deeper level of empathy within the design team. Each persona served as a constant reminder of the real people we were designing for.

Actionable Design Tools: By analyzing persona segments and data, we were able to create practical tools and resources that guided design decisions. These tools helped the team consider the perspectives of each persona type throughout the design process.

Skills: Data Analysis · Product Design · Segmentation · User-centered Design · Customer Journey Mapping · Communication · User Experience (UX) · Design Strategy ·  Empathy Interviewing · User Stories · Story Telling · Data Synthesis