Support that remembers
Building trust through service that remembers what customers have already shared.
Adapted for confidentiality
Overview
Scope
Enterprise servicing experiences spanning B2C, D2C, and omni-channel touchpoints for a Fortune 500 insurance company.
Focus
• Preserving customer context in their assisted and self-service journeys
• Designing scalable omni-channel servicing frameworks
• Enabling personalized quoting and support experiences
• Supporting language and communication preferences across touchpoints
Role
Product Designer
In this North Star initiative, I helped shape a future-state servicing vision by aligning foundational research, business priorities, and scalable experience architecture across the ecosystem. Partnering closely with UX leadership, I defined servicing priorities, streamlined cross-channel customer journeys, and translated strategic direction into scalable, compliant interaction frameworks within a complex product environment.
Team
Senior Lead Product Designer, Senior UX Manager
Our challenge
We started with a simple question:
If a customer has already shared their story once, why should they have to tell it again?
Across digital, assisted, and self-service channels, customer context often stayed within the channel where it was collected. Every handoff risked losing information, creating extra work for support teams and forcing customers to repeat themselves.
Our challenge was to design an experience that treated every interaction as part of one continuous conversation—giving customers confidence their time, history, and preferences would carry with them across every interaction.
The golden triangle
Identifying the top goals for these three target groups and balancing the goals of these three targets, ensured that user needs are satisfied, support operations run smoothly, and the company continues to maintain fiscal sustainability.
Customer journey
We prioritized the core servicing experience and expanded channels for account changes. Creating the customer journey map aligned all partners, making our Northstar vision more achievable.
Northstar features
Based on insights from moderated and unmoderated user interviews, we identified and prioritized key user needs using a structured prioritization framework. The RICE scores sparked further discussion, and we reevaluated the confidence and effort levels and highlighted the possible factors that could increase confidence and redefine the effort level.
These key needs helped shape the creation of a working prototype that expanded upon the current servicing experiences for both logged-in and logged-out users.
Northstar vision and Roadmap planning
An interactive prototype was created to convey how the new features could easily integrate into our current experience. We used the current branding themes and servicing patterns; this decision was made because previous Northstars were noted as too blue-sky and unattainable when a new branding theme and styles were introduced. This direction was pivotal; this was shared with a select leadership group and created excitement around the NorthStar vision.
The concept prototype was planned to be shared in roadmap conversations with the managing product and IT partners. This would help shift the priorities and strategy from bug fixes to feature enhancements that elevate the customer retention and their account experiences.