Digital Transformation
In late 2020, Deloitte partnered with Isagenix to reimagine their digital channels including e-commerce and back-office web experiences. It was part of a broad organizational transformation that involved coordination with stakeholders at all levels and several vendors.
Highlights include:
Creative direction of the digital transformation journey
Extensive research and discovery work
Established trusted relationships with client stakeholders and vendors
Moderated and unmoderated usability testing
Facilitated design review and feedback sessions
Management of design/dev teams across the US
Timeline
2020 (8 months)
The project began with an extensive discovery phase that established personas, customer journeys, documentation of current state architecture, and key future state functionality. After an initial design exploration sprint, we moved into a 2 week cadence of design and front-end build development.
Team
My Role: Creative Director / Experience Lead
My role was to own the overall experience vision and creative direction. I built relationships with client stakeholders, additional partner consulting firms, and our functional team to create an environment for our design team to do their best work.
The team included: 2 UX Designers, 2 UI Designers, 2 Front-End Developers, 2 Functional/Requirement Leads, and Project Management.
Challenges
The project consisted of several parallel tracks of work sourced to a number of firms. Our team was selected for the new design and HTML build for the future-state vision. Our stakeholders were responsible for multiple tracks, and it made clear alignment across meetings difficult and clear decision-tracking critical.
Outcomes
The new designs are scheduled to be released incrementally in 2021. Initially feedback from both sales associates and customers has been overwhelmingly positive. Executive leadership was impressed with the work and the creative team was extended to continue exploring additional features and ideas across the back-office portal.
Project Alignment
Customer Paths
We mapped out core customer paths to validate our understanding of the requirements, document changes from current state, and articulate the experience vision.
Project Plan
We used Mural.co to whiteboard concepts, align on feature epics, and develop our sprint plan. Online collaboration tools became critical to our team’s success in 2020.
User Experience Design
Product Details
The pricing and primary calls-to-action proved to be much more complex than a standard e-commerce site. We went through several iterations of wireframes before landing on the our final design.
Cart and Checkout
The enroll and checkout process also presented some unique challenges with numerous paths to map out and validate.
Prototypes
Every design review included some form of clickable prototype to demonstrate core functionality.
