Legal & General Consumer My Account Log in Journey
Jenny Nam
UX / Service Designer
Design Process
Kick-Off
• Conduct Business Stakeholder Interviews to find out the business vision, goals, plans, brief scope and resources. • Drive and facilitate design kick-off workshop with the team and stakeholders to understand various problems to solve from the user, business, and tech perspectives based on what we know now. • Utilise Project Canvas to provide a simplified project overview by outlining Proposition, Audience, Vision, Goals, Challenges, Stakeholders, Approach, Outcomes, Scope, Team, Activities, and Metrics. • Communicate the UX strategy and plans to the team.
Discovery
• Conduct user research to gain a deep understanding of target audiences, their needs, and pain points. • Carry out market research and competitor analysis to identify new opportunities for designs or feature visions. • Perform a heuristic review of the current designs and the user journeys if applicable to identify problems, unmet needs, and opportunities. • Gather analytics if available to uncover problems and opportunities and to inform design decisions.
Define
• Establish user profiles/personas based on user research. • Create Empathy Maps based on what they Say, Think (users’ thoughts, motivations, and needs), Do (typical or observed user behaviours and actions) and Feel. • Create Experience Journey Map to understand and define users’ pain points, touchpoints, emotions, etc. • Drive and facilitate the Define Design workshop to group identified problems, and opportunities, and prioritise them with the team. • Utilise various ideation techniques such as How Might We, Crazy 8, SCAMPER, etc., during the Ideation Design workshops to generate ideas and establish assumptions. • Establish Epics and Stories by applying Jobs To Be Done to focus on the outcomes.
Design
• Structure information architecture to optimise user flow and findability. • Design clear and logical navigation systems that enable users to navigate and access the features and functionalities easily. • Apply best practice human-centered UX laws such as Miller’s Law, Hick’s Law, Fitts’s Law, Jacob’s Law, etc., while creating design solutions. • Utilise behavioural science to create effective UX content and design. • Create UX content including error messages that are clearly and easily understood and aligned with the brand personality and tone of voice. • Create low-fidelity designs in preparation for user testing. • Consult the development team to ensure the feasibility of the designs.
Test
• Conduct moderated and/or unmoderated user testing to gather qualitative and quantitative data. • Outline the testing objectives, select the appropriate testing methods (interview, card sorting, click test, think out loud, survey, preference, etc.), and write detailed testing scripts accordingly. • Build prototypes to validate or invalidate the assumptions. • Analyse/synthesise user feedback, behaviour, data, and create the result report. • Play back the testing results and findings and discuss them with the team. • Iterate designs accordingly to enhance the user experience and retest to validate the iterated designs.
Deliver
• Ensure that the end-to-end user experience design and information are Useful, Usable, Desirable, Findable, Accessible and Credible. • Create delightful and cohesive high-fidelity interfaces that align with the design system and brand identity. • Provide implementation guidance to developers to ensure intended experiences are carried through at the highest quality. • Collaborate with the relevant team to make sure the launch and support communications are coherent with the design. • Present and communicate the work to the wider organisation throughout. • Monitor and measure the success metrics and iterate design solutions from the learnings.
Projects
Experience
Legal & General | Senior UX/Service Designer
• Currently working on the full user experience design of the L&G My Account login and registrations, and internal Security Access and Management Platform as a lead designer in Agile scrum teams • L&G My Account login journey was successfully released in September 2023 to its 10 million customers • Past projects: L&G Adviser’s login and registration, Pension Tracing Management Platform for internal agents, Consumer Pension Tracing and Consolidation application journey, LGIM Fund Management Platforms, Personal Pension application journey, L&G Digital Design System – Canopy, etc.
16.07.2018LexisNexis | Senior UX & Visual Designer, Design & Usability
• Led the full user experience design of the flagship product of Business Insight Solutions division - Nexis. • Developed a portfolio of Business Insight Solutions products enabling organizations to research and conduct due diligence on organizations and people, and help them to make informed decisions by searching and analyzing the latest and historical news, market reports and public records etc. • Developed conceptual models, workflows, wireframes, prototypes, visuals and user interface specifications in response to user needs, business needs, user analyses and technology • Supported product owners and product managers on prioritization and product strategy • Collaborated with researchers to conduct usability testing by providing prototypes, defining objectives etc. • Conducted usability and visual reviews, and provided assets and feedback to developers to support implementation and release
10.11.2014LexisNexis | Visual Design Lead, Design & Usability
• Oversaw visuals of LexisNexis legal and financial database digital products for pc, tablet and mobile for the UK, Europe, Australia, New Zealand and Canada • Undertook strategic decisions for the LexisNexis Global Design Standard and developed, managed and safeguarded the use of the Global Visual Style Standard and assets • Supervised and mentored the visual design team and made resourcing decisions
16.12.2013Deutsche Telekom | Senior UX & UI Designer, Product Design Team
• Worked in an Agile development team with the product owner, frontend and back-end developers to develop a product which aggregates major DT products for pc, tablet and mobile devices, adopting responsive web design • Created user centred design solutions including user journeys, wireframes, prototypes and visual interfaces and reviewed implementations • Developed usability testing questionnaires, conducted user testing, analysed the findings and used them to improve the product
19.08.2012Yahoo! | User Experience Visual Designer, UXD
• Collaborated with product managers and developers to conduct site reviews, develop new products including mobile apps and widgets to improve the user experience • Created special occasion sites and produced graphics for online editorial content
09.01.2012Jenny Nam
A true hybrid UX/Service and UI designer, passionate about developing the best experiences for the end user, fully aligning with business goals. I fully utilise the Design Thinking process with a human-centered service design mindset, from conceptualisation based on quantitative data analysis and qualitative user research to creating engaging user interfaces validated by user testing through implementation to release.
I've been a critical member of the successful launch and management of various responsive and native applications on multiple platforms as a manager and hands-on practitioner. Throughout, I’ve demonstrated a high level of creativity and fresh conceptual thinking balanced with practical, analytical and technical abilities.
Along with an MA in Graphic Design and Communication, I have over twenty years of experience in different design sectors and have consistently delivered outstanding results for many global brands including T-Mobile, Yahoo!, Hyundai, LG and Samsung.
Key Skills
I've been a critical member of the successful launch and management of various responsive and native applications on multiple platforms as a manager and hands-on practitioner. Throughout, I’ve demonstrated a high level of creativity and fresh conceptual thinking balanced with practical, analytical and technical abilities.
Along with an MA in Graphic Design and Communication, I have over twenty years of experience in different design sectors and have consistently delivered outstanding results for many global brands including T-Mobile, Yahoo!, Hyundai, LG and Samsung.
Key Skills
- Axure RP; Figma; Sketch; Adobe Creative Suite; MS Office; Miro; HTML, CSS, JavaScript etc.
- Strong hybrid UX (design research, ideation, user journeys, wireframing, user testing, interaction etc.) and UI (visual design) skills
- Expertise in building UX design operations, design processes and methods, UX guidelines and visual design systems
- An excellent understanding of usability and accessibility issues