Project information
- Category: Agile transformation
- Company: LGIAsuper
- Project: Customer Journey Mapping
Discover
As a part of the agile transformation vision, I led the customer journey mapping sessions to discover opportunities for the company road map.
✅ Stakeholder Interviews with managers from all departments (Financial Advice, Sales and Support, Compliance, Marketing, Insurance etc...)
✅ Feedback from Sales and Support calls
✅ Customer Interviews
✅ Social Media Presence and Web presence, research done with from Insights and Voice of customer
✅ Usability Testing
Define
Personas
From the insights gathered from the discovery phase, I started to flesh out 6 personas
✅ Mix of male and female
✅ Various ages
✅ Focus on behaviours from customer interviews and feedback from sales and support
Journeys
From the insights gathered from the discovery phase, I found that these 5 journeys were most valuable to discover and address for the company.
- Find My Super
- Join LGIAsuper
- Investment Switching
- Seeking Financial Advice
- Education Seminars
Develop
1. Convince the business
I convinced each senior manager to allocate Champions to attend these workshops. These champions were agents of change and hungry to learn and also already had ideas that they wanted to implement.
2. Validate Personas
Personas Workshop
- At this point in time the personas were only built by me
- Validate with various Champions with empathy mapping workshops
3. Build Journeys Together
Deliver
Refine Personas
Leanne
Persona of Leanne
Greg
Persona of Greg
Gabby
Persona of Gabby
Jose
Persona of Jose
Jasmine
Persona of Jasmine
David
Persona of DavidSynthesise Journeys
- All
- Find my super
- Join
- Advice
- Investment Switching
- Seminars
Join LGIAsuper
High fidelity Customer Journey of Jose joining L.G.I.A.super
Join LGIAsuper
High fidelity Customer Journey of Jasmin joining LGIAsuper
Financial Advice
High fidelity Customer Journey of David seeking financial advice
Financial Advice
High fidelity Customer Journey of Gabby seeking financial advice
Investment Switching
High fidelity Customer Journey of Gabby switching investments
Investment Switching
High fidelity Customer Journey of Greg switching investments
✅ Create opportunites for Company roadmap
✅ Create shared understanding and vision between siloed departments
🎉 Find my Super feature
The Find my super feature built from the research was well-received. This feature increased retention and acquisition. Also, someone did Tweet about it - which is pretty nice. The research found also fed into the marketing campaigns and website redesign. I hope the insights gained during these sessions continue to grow and develop the opportunites at LGIAsuper.
About Neil
ORIGIN STORY
I started out as a Nurse for 8 years at Coronary Care Unit and Cardiac Rehabilitation. Although I found the job rewarding it was lacking something I couldn't articulate.
Frustrated with time wasted conducting and documenting a 6-minute walk test (6MWT), I decided to build an app so I could focus more time on my patients. I taught myself how to code and design in my spare time which eventually resulted in 6MWT app.
I found that Coding and Design gave me creative freedom to solve a problem and potentially disrupt an industry.
I wanted to learn from the best cutting edge company with a big heart so I worked at ThoughtWorks as Frontend Developer (FED) and User Experience Designer (UX).
I consider my FED strengths in to be HTML, CSS (SCSS), Javascript (Typescript/Angular). I am a strong advocate for increasing confidence by writing tests and abstracting elements into reusable components. FYI I'm a self-confessed Ionic Fanboy.
I consider my UX strengths to be UI Design, Usability Testing, User interviews, Design Systems and Design Workshop facilitation. I am a strong advocate for baking in UX Methodologies from the start and thrive when I champion the UX processes within the team. I believe Design is a team sport and work best in a collaborative environment.
Ultimately, I have a passion for creating interactive applications that deliver delightful user experiences whether it's with code or design.
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