DigitalServicesUX

ITS ALL ABOUT THE EXPERIENCE

Kay Mercado
01.20.16

2016 CSAA Insurance Group. Proprietary and Confidential

intro

2016 CSAA Insurance Group. Proprietary and Confidential

OUR GOAL
We deliver simple, proactive, and personal
experiences for our customers through all
online channels with innovative, user-centered
design and market-driven products that
support the promise of the AAA brand.

2016 CSAA Insurance Group. Proprietary and Confidential

UX GOALS
a meaningful intuitive experience that
Create
requires thoughtful attention to our customers
at every point of contact.
our customer well enough to
Understand
know the difference between what they need
and what they want.
almost all of the friction in the experience
Remove
to be successful and make it delightful.

2016 CSAA Insurance Group. Proprietary and Confidential

GUIDING PRINCIPLES
What We Learned from our Insured Members
feel more
Icomfortable
and

want to feel special

Iand
individual as a

reassured with
simple interfaces.

AAA insured member.

AAA to show
Imewant
what I need to

want to feel like

II dont
have to deal with my

know, when I need to

know it.

insurance.

2016 CSAA Insurance Group. Proprietary and Confidential

thetriangle

2016 CSAA Insurance Group. Proprietary and Confidential

THE TRIANGLE

2016 CSAA Insurance Group. Proprietary and Confidential

CEREMONIES
We are an Agile Software Development team and we follow
the best practices of collaboration with cross-functional
teams, iterative design + development and continuous
improvement all centered around our users needs.

Daily Stand-up
Pre-IPM (Iteration Planning Meeting)
IPM (Iteration Planning Meeting)
Retro
2016 CSAA Insurance Group. Proprietary and Confidential

discovery+framing

2016 CSAA Insurance Group. Proprietary and Confidential

DISCOVERY+FRAMING
is where the team collaborates with
Discovery
key stakeholders to determine the problem
theyre trying to solve.

Understanding our Users

Understanding the Business
Understanding Technical Constraints/Options

is when we start to solve the problem.

Framing
We continuously research and validate our ideas
with users and iterate.

2016 CSAA Insurance Group. Proprietary and Confidential

10

D+F EXERCISE
1.
2.
3.
4.
5.
6.

Product Vision
Goals/Anti-Goals
Personas
Scenarios/Tasks
Landscape
Risks

2016 CSAA Insurance Group. Proprietary and Confidential

11

designthinking

2016 CSAA Insurance Group. Proprietary and Confidential

PERSONAS
a shared understanding of who
Establishes
we are building and designing a product for.
an identified persona, we use
Without
our imaginations.
refer to the persona throughout the
We
product lifecycle.

2016 CSAA Insurance Group. Proprietary and Confidential

13

OUR PERSONAS

2016 CSAA Insurance Group. Proprietary and Confidential

DESIGN PROCESS+THINKING
understanding of the product vision
Extensive
+ business goals
broad with design ideas, validate with users,
Going
then narrow direction based on what we learn.

Thoughtful and intentional design decisions based on:

Persona(s)
Continuous + frequent user research sessions
Industry best practices/design patterns
Mindful of platforms/devices

2016 CSAA Insurance Group. Proprietary and Confidential

15

DESIGN ACTIVITIES
User Research
Designer-led
(DLUR)

Design Charettes
Design Critiques
Design Reviews

2016 CSAA Insurance Group. Proprietary and Confidential

16

DESIGN ARTIFACTS
1. Information Architecture
2. Scenarios/User flows
3. Sketches & Wireframes
4. Feedback + Findings collected from user-testing
5. Interactive prototypes
6. Visual Design comps (look & feel, design language,
design patterns, iconography, typography)
7. Style Guides

2016 CSAA Insurance Group. Proprietary and Confidential

17

E R A L LIS O

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We specialize in solving problems and produce thoughtful,

intelligent experiences to create meaningful connections with
our members through our digital products.
2016 CSAA Insurance Group. Proprietary and Confidential

18

OUR SPACE

2016 CSAA Insurance Group. Proprietary and Confidential

mypolicy

2016 CSAA Insurance Group. Proprietary and Confidential

SELF-SERVICE v.1

2016 CSAA Insurance Group. Proprietary and Confidential

21

MYPOLICY v.2

2016 CSAA Insurance Group. Proprietary and Confidential

keytake-aways

2016 CSAA Insurance Group. Proprietary and Confidential

KEY TAKE-AWAYS
continues to become a much more
UX
critical part of digitals backbone.
job is to observe, learn, understand,
Our
design, test, validate, iterate, and deploy.
focused + user-centered design
Customer
meets customers expectations.
customers expectations
Meeting
establishes a connection.
a connection fosters trust
Making
and encourages brand loyalty.

2016 CSAA Insurance Group. Proprietary and Confidential

24

thankyou

2016 CSAA Insurance Group. Proprietary and Confidential