*For proprietary purposes, I am unable to show any clear drafts or final work as this is highly sensitive material. Thanks, Samantha Gulick
Project Experience Vision
Goal: Redefine GEICO’s product strategy roadmap focusing on the customer’s experience for the future.
Double Diamond Design
My Roles and Responsibilities:
My role as the lead content strategist was to work closely with our project lead to compile a set of statements envisioning the future of the customer lifecycle and the experience overall. I would also go on to build a cohesive story to showcase our problem statements, and work with UI design to create concepts for our company’s future 3-5 years out. Using our marketing team’s segmentation work, I created a persona and story line for each concept in the project that spans through all iterations of the project buildout.
While building our project out, I worked closely with senior leaders to create a set of experience principles that we could use to evaluate our priorities and tie each project back to our to those guiding principles. This included facilitating a workshop with other content designs, synthesizing the output, and producing 4 main themes we could use to write our principles.
Our Approach:
Using the Double Diamond approach for this project, our team started in a discover phase to re-imagine GEICO’s product experience— asking ourselves, “What’s the problem we’re trying to solve for?”
Our team consisted of a PM, 2 content strategists, and 4 UI/UX designers. We met numerous times to review research that assisted in the creation of a blueprint of friction points for our customers and brainstorm the deliverables of the project. Then we set off to research.
Over the coming weeks, we compiled research of top brands and experiences to define what it really means to provide exceptional customer centered products.
In order to define the problem, we took the peaks and valleys of our customer’s experience today and used them to craft a solution statement to address each friction point. These were used as a backlog of ideas for our UI designs to craft futuristic concepts and prototypes our senior leadership team could use to align our departments and goals as a company.
We completed 4 iterations of our project in a similar manner after each show and tell to our stakeholders. Each iteration, we pushed the boundaries of AI capabilities and worked to balance how much integration a customer would want in their insurance-usage experience.