Service Design & User Research
Mapping and improving complex user journeys
Overview
My experience with service design and journey mapping is most evident in my work at Fresh Consulting, where I led the digital transformation of Symetra Insurance's customer experience. This comprehensive project involved mapping out complex insurance processes that had previously existed only in analog form. Working with a previously all-physical system required deep analysis of both internal workflows (how insurance agents and employees processed policies) and external journeys (how customers interacted with Symetra's services). The project involved:
Documenting and analyzing existing analog processes
Identifying pain points in both internal and external user journeys
Creating journey maps to visualize the complete insurance experience
Designing digital solutions that improved both employee and customer experiences
At Fresh Consulting, I established and standardized the qualitative usability testing process using UserTesting.com. This involved:
Creating a consistent testing methodology for the team
Developing test scripts and scenarios
Conducting observational research of user testing sessions
Synthesizing user feedback into actionable design recommendations
At Ad Hoc, I had the opportunity to apply service design principles to a federal project - President Biden's 'Made in America' initiative. Through facilitated workshops with Subject Matter Experts, I worked to understand and map out how users would interact with complex federal procurement information, ensuring the final digital experience would be accessible and valuable to the public.
