Six experience themes that unified the enterprise — and cut drop-off from 54% to 5%.

A collaborative, design-thinking initiative that identified six core experience themes — Notifications, Education, Support, Sequencing, Planning and Transactions — establishing a foundation for consistent, improved experiences across the enterprise.

The digital workflows for accepting stock awards and managing beneficiaries after a loss were suffering high rates of customer drop-off and attrition, caused by fragmented experiences and competing solutions across the enterprise.

• — VP of UX Design, 2022–2023 — led the initiative end to end
• — Coordinated a team of 20+ designers, content strategists and researchers
• — Facilitated a design-thinking workshop with 40+ product partners across engineering, product management and customer service

1. 1. Mapped the customer journey across the entire enterprise with research teams, surfacing unmet customer needs and enterprise-level pain points
2. 2. Convened a design-thinking workshop with 40+ product partners from engineering, product management and customer service
3. 3. Defined six key Experience Themes — Notifications, Education, Support, Sequencing, Planning and Transactions — that solved for the two focus journeys and a host of other fragmented experiences
4. 4. Implemented modular, reusable design patterns across multiple product lines, beginning with Sequencing (a clear to-do / in-progress / done model with timeframes) and Support (omnichannel help that knows the customer's story and is ready when they are)

• ✓ Reduced customer drop-off from 54% to 5%
• ✓ Improved retention, satisfaction and overall business results for over 5 million customers
• ✓ Enabled personalized experiences powered by data and machine learning, with progress tracking and tailored recommendations
• ✓ Launched a new visual design system with improved messaging that reduced confusion
• ✓ Inspired multiple enterprise-wide initiatives adopting reusable design patterns, improving customer retention