PROJECT

Westfield Customer Portal

The goal for the customer portal was to provide a new digital experience for Westfield customers by delivering a refreshed company website and customer portal that aligns with the new brand, while also allowing Westfield to maximize value in capitalizing on its small commercial business strategy.

Project details

www.westfieldinsurance.com

UI Design

User Research

Prototyping

the challenge

Defining the Process

Creating a customer portal from the ground up began with performing a competitive analysis, understanding our customers primary touch points with Westfield and meeting the multiple business units needs simultaneously. 

Starting with that information I was able to create a baseline prototype design that we were able to test with users. Based on that feedback we were able to better design our core feature-set with the business and had a solid foundation to iterate upon. 

Project Team

  • Project Manager
  • Product Owner
  • Front End Devs
  • Middleware Devs
  • Business System Analysts
  • User Experience Lead (my role)
  • Testers (automated and manual)
  • Business units (Billing, Claims, Personal lines, Customer Service)

Tools

  • OutSystems 11
  • Sketch
  • InVision
  • Slack
  • Dry erase markers (lots of sketching)
  • Westfield Design System


Process we utilized for the portal project.

Design process vs. Dev process

When the design team began defining our process for the project we were supported by the business and project team leadership, this allowed us (designers) so self manage the process. This level of support allowed the design team to design/test/iterate and ultimately create a better product because we were able to utilize the fullest extent of our abilities and resources. Our biggest challenge was understanding how our design process and the agile development process would work together and support one another.

Collaborative sketching work sessions with design team and business units.

User testing

  • We built rapid prototypes to test design concepts and features with users to help the product and design teams determine what features would become our product backlog.
  • Depending on the scope of that sprints of work we were able to scale our user testing to accommodate the team's need from a resource and timing perspective.
  • If we required a quick turn around we would test with Westfield employees not associated with the project. We tried to reduce bias as much as possible in order to gather the best feedback​.
  • When testing bigger use cases and workflows we would test with a broader audience of non-Westfield employees. Usually, we would work out of a coffee shop for the day offering to buy participants coffee for a portion of their time.

Initial prototype concept used in the first rounds of user testing.

Evolution from the wireframes to the final design.

Outcome

The project took roughly a year from kickoff to go-live. The team was able to overcome many challenges; first internal product team using agile development, learning how design and development process can compliment and support one another, building APIs, evaluating data, creating a design systems from scratch, getting support for iterative research and much more.

Go-live was a huge success for the team and for Westfield, with no major bugs that the team was not able to overcome quickly and then prioritize and plan into our following sprints.