the challengE
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How might we design a digitally-driven accelerating health experience for the Asia region?
CX + Design Team brief
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My Role
As a Creative Director on the Customer Experience and Design team, I participated in the global team design thinking workshop and led the digital brand design concept development during the two week sprint. I collaborated with visual designers on my team, UX designers, experience strategists, content strategists and sprint workshop facilitators from Co:Collective and The Design Gym.
The end deliverable for my team was to develop the UI for a prototype that would exist within the branded universe of MetLife’s visual identity system, yet, speak to our differentiated role in Asia health with a distinctive visual language.
During the time of this project, the new brand was still fairly nascent. My team looked at this challenge as a great opportunity to showcase all the work and research that went into promoting the new brand promise with best-in-class visual design.
Our joint teams at work prioritizing experience concepts. *Innovation workshop curriculum developed by Co:Collective
examine
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Design Thinking Workshop
We kicked off the workshop putting the customer’s needs at the heart of our problem solving by examining rich customer data and synthesizing experience opportunities through research and insights. Our experience objectives were predicated on the following:
“Help our customers lead healthier lives and play a more active role in critical illness prevention”
“Support our customers who experience critical illness by activating the right resources at the right time”
“Allow customers to fully realize the benefits of the MetLife health offer”
To better understand customer’s needs across their care journey, we focused on the experiences of cancer patients and their families. Critical pain point themes from ethnographic research helped to inform our priorities.
ideate
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Create and Cluster Starter Ideas
During the workshop, the team brainstormed potential ideas inspired by the experience opportunities that derived from customer pain point trends. As a group, we shared our ideas, created an affinity diagram, and performed dot voting to align on the strongest ideas we wanted to build on and iterate into more detailed concepts.
This process defined the DNA of the concepts to help the team draw connections and determine what to focus on to bring the experience storyboard to life.
ideate
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Storyboarding and Synthesis
Two design territories emerged from the workshop. My ideation group was focused on MetLife as the connector that activates community-based and interpersonal support to customers. We took a no nonsense approach to the narrative, underscoring the hardship of being faced with critical illness yielding opportunity areas to explore. The storyboard generated key features for the platform with various community circles for family, friends and others to join together to share, track and maintain health. Scenarios and use cases were then defined to move into the next phase of the sprint.
Design experiment Sprint
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Exploring, Making, Refining
Once the design thinking workshop wrapped, it was time for the concept development team to roll up our sleeves for the second half of the sprint. Our internal team partnered with Co:Collective to create rough solutions for each phase and iterate.
While the UX designers were sketching the storyframe, flow and wires, my team simultaneously conducted an audit of our existing patterns and researched best-in-class digital design examples to create moodboards. This inspirational exploration phase ensured we were pushing the boundaries to differentiate without breaking MetLife’s design system.
detailed design
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Bringing it all to life
The prototype focused on two conceptual directions for the customer. The “Navigator” provided a personalized health management dashboard that curated health information, support and access to value added services. It acted as a guide that helps customers take small steps to stay healthy and manage their illness if they fall sick. The “Facilitator” was a place for customers to connect to their loved ones to give and receive support for health management.
Onboarding Screens
Community based screens to provide and receive physical and emotional support should someone fall ill.
“Circles” screens with community based features to motivate each other to stay healthy.
Dashboard and “mymetlife” screens to review profile, policies, services, health tracker and claims.
the outcome
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Reusable element concepts for local customization
The intent for the CX+D global team was to create reusable element concepts that could be customized and fleshed out by local teams for their market.
Once the design sprint came to end, my team’s role in the project had concluded. A narrative of the digital experience was then brought to the Asia region for a local market working session to refine the protoype and plan for testing/validation.