Harken Health – Public Site
www.harkenhealth.com The Challenge – Harken Health is an revolutionary concept that puts relationships and care first, and integrates health insurance. The biggest challenge was that the concept was so novel and new for the market it was tough for insurance brokers to explain to prospects and also tough for users to understand. The site needed to deliver what members/users want: Present more detail of the Harken Health benefits Paint a clearer picture of the Harken Health care model Address the primary concerns of someone looking for health insurance Help visitors understand why Harken Health exists Help visitors choose which plan is most appropriate Based on research, member and prospect were categorized in 4 user groups: Curious Beginner Driven Fighter Busy Self-Sustainer Overwhelmed & Ignored Each of these users had unique concerns that the new site would need to address: Cost, Coverage, Retaining Current Doctor, Sustainability, Trust, Care, Best Value. Responsibility: Envisioning and establishing the UX & digital design strategy, developing a multi-year feature roadmap based on user research and net promotor score (NPS) feedback, developing and aligning the roadmap with the market needs, quantifying user needs through research and testing, and basing decisions on both empirical data and KPIs. […]
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Harken Network Search
The Challenge: Create a robust network search that is easy to navigate and understand. An interface that reflects the brand and is simple and intuitive to use on all web and mobile browsers. Following interviews with members and teams and reviewing NPS surveys, analytics it was very clear that the then available search application was very clunky to use, did not provide accurate results and was overall a very bad user experience. My Role: Led design workshops, brainstorms and interviews with stakeholders, members and customer service representatives to understand how each group uses the application to gather up-to-date information about in-network providers, places, drugs and pharmacies. Following I put my ideas and learnings in wireframing the experience in Sketch, prototyped using MarvelApp and tested with the user base. Based on the set style guide for the public site, I led the design of the interface, established feature prioritization and collaborated closely with development team, SME’ and analysts. UX Design | Prototype |Direction | Digital Strategy | Product Owner | Vendor & Team Management
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In a Snap
What: Brand meeting customers on their own terms, desire for instant access to inspiring product. How do we help Target guests to shop products directly off pages of print magazines, ads, in-store displays, catalogs and more. Customers use the app to photograph specific products in order to see details as well as purchase them. Items can also be saved to a shopper’s cart and Snap history. Innovative image recognition mobile app, “In a Snap,” provides instant access to merchandise featured in print ads, catalogs and in‐store signage. Removes the hassle of scanning barcodes, looking up links, or searching store shelves for the perfect product. Result: Featured in ads for Target’s Room Essentials brand in issues of Real Simple, Architectural Digest, Domino and more. Also featured in printed in-store displays. “This is so cool” – Target Guest “Luv luv luv it” – Target Guest This app made it to the top 20 of Ad Critic! http://creativity-online.com/work/target-in-a-snap/36490 Webby Awards 2015 Nominee. http://pv.webbyawards.com/2015/mobile-apps/handheld-devices/shopping-handheld-devices Role: UX/UI Design | User Research | Creative Direction |Product Owner
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Falling For you Live
What: A four-episode shoppable video with an exciting live red carpet event. A truly global experience viewable on any screen anywhere in the world. Role: Role: Creative Direction | UX/UI Design | The accelerated schedule for this event enabled my nimble team to create a highly branded and responsive microsite in less than 30 days that would work on all mobile and web platforms! Originally a private event with only 250 invitees, our digital solution provided the ability to reach approximately 3000 global guests with minimal marketing. “It lines up pretty well with Target’s desire to be forward-thinking. Target has the credibility to try this.” – Bloomberg
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B2B Gift Cards
What: A total redesign and creative vision change for the B2B Gift Card digital experience. This is a $250 Million product that needed a new creative re-envisioning to expand its market capital to targeted $500 Million. Planned and designed a new responsive framework to accommodate for desktop and mobile business users. Role: Creative Direction | UX and UI Design |
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Target Preventive Care Campaign
What: The challenge was to create a fun and engaging digital campaign promoting the importance of preventive care. To increase the engagement value I led my team in interviewing members to see how best we could increase engagement and inclusiveness. In addition to time sensitive information and messaging this experience also incorporated everyday give away prizes and an image wall where members could post their selfies for others to vote! Best selfie voted received prizes. Role: Creative Director | UX/UI Design |
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Tweet-To-Runway
What: Guests could view and interact directly via Twitter with a live fashion show, featuring real-time Tweets embedded in the streaming video and viewable on any device anywhere in the world. Generate brand love for Target’s Everyday Collection. This experience was part of the Interactive Annual 20, under social category. http://www.commarts.com/interactive/cai14/tweettorunway.html Role: UX Designer | Dev Lead
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Target Meetings App
What: Conduct “paperless” meetings by developing a Target Mobile web app that will allow meeting attendees to view agendas, maps and other relevant information on their mobile device. Results: Initially launched with 2700 meeting attendees. 79.6% total adoption rate 200+ questions were submitted during Q&A session 384+ photos were submitted to the Photo Gallery by meeting attendees 72 minute average utilization per user 92% or respondents found the App useful Role: User Research | Surveys | UX Design | UI Design | Creative Direction
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Trip & Travel Planner
What: A digital channel featuring a rich repository of business-critical data and offer support via personalized travel itineraries. A robust database back-end empowers the Guest Insights team to update information and manage users. At launch this was called out “Revolutionary” by senior leaders. This innovative web tool is being considered for a Patent! Role: Creative Direction | UI Design
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Site Survey App
What: Leveraging mobile capabilities to outperform traditional methods. The Target meetings onsite team had been using a printedSite Survey booklet to make notes during frequent site planning visits, and was interested in moving to a paperless version with strong collaboration tools. Solution: Leading multiple brainstorming sessions with clients and users, I came up with the concept of creating a native Site Check App to move well beyond paper, this would include GPS mapping and the capability to capture text, videos and images. Each of the user created survey chapters would be automatically saved on a secure server and would be available in a well designed format for leaders back home for immediate viewing. And available for later access and collaboration. Features: GPS mapping, notes, videos, photo captures with in real time storing and sharing- all rolled into one sleek app. Role: User Research | Concept | UX/UI Design | Prototype | Creative Direction | User Testing
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