I design for humans, with humans. Build, ship, repeat.
Help yourself to some stuff I've worked on
Web platform (+ in-app webviews) of the biggest car and home Canadian insurance company
Outcomes
Reduce the average handle time of customer service representatives.
Increase the autonomy of clients who use the online tools.
Problem
Existing clients have been overwhelmingly asking for one thing: being able to get quick quotes online to insure a new car. Hundreds of survey comments told us what we needed to build.
A 40% drop rate on the first page of the transaction 'Replace a car' also pointed to this. That page asks for the vehicle identification number (VIN) first hand, which you don't have when you're still shopping.
Challenges
Managing expectations from higher management, who were expecting a bit more than a first, simple version of the feature
Design process
I analyzed the client comments more precisely to gather all details necessary to scope the problem, then jumped into wireframing and prototyping. I had several discussions with my product team, including tech leads and architects, to refine the idea and prepare it for derisking testing. I made sure I had stakeholder buy-in at every step.
Solution
A new feature that allows clients to get an estimate of the insurance price for a car, asking very few questions. We added a couple entry points to it, including two on the first pages of the 'Replace car' feature.
Results
Drops are down 40% on the first page of 'Replace car' within the first month, because clients have an escape route to get a simple quote now.
The completion rate of the new feature: 72%. We'll keep optimizing to bring this number up!
Mobile app of a major car and home Canadian insurance company
Outcomes
Reduce the average handle time of customer service representatives.
Increase the autonomy of clients who use the online tools.
Problem
A portion of users (PM was unable to provide an exact number) who own a home security system complained in in-app surveys about not being able to see if their water/smoke/frost/movement detectors detected anything within the past few days.
Challenges (dare I say red flags)
No access to real clients to further frame the problem
Scope was not clearly defined
Team poorly organized and not used to iterating
Design process
I gathered the different stakeholders to list solution ideas, and then sat down with my PM and one of the senior devs to pick the most viable ones. With a UI designer and a UX writer by my side, I got some prototypes ready for user testing. Our solutions were derisked fairly quickly, and one stood out.
Solution
We decided on adding an event history accessible from any detector details. Events for all detectors would be accessible from the same screen. Our first version did not include filtering and the existing in-app notifications stayed separate. Our approach: build, ship, and see!
Results, questionmark
None. Well, nothing was tracked because of several organizational issues.
Outcomes
Sell more golf clubs and accessories.
Maintain online conversion post-rebrand.
Problem
Having launched a whole new brand identity, the company's website was next to ensure branding coherence. They wanted to take the opportunity to add or improve some features that were lacking or simply confusing to clients on the current website.
Challenges
No business analysis was done, so a lot of it had to be done by the designers
Low Agile maturity - we basically launched everything at once
No priority given to features, and no access to clients to help us!
Design process
I created user flows and wireframes and wrote detailed documentation that acted as user stories for the devs. I made sure to validate my solutions with devs and my UX colleague as I progressed. I quickly tested some stuff with my friends. I managed dev hand-off as well as lead the creation of the copydeck for the whole website. All hands on deck to make the launch happen!
Solution
Several new or improved features were added to the website.
List of the features
Product catalogue
Product pages (clubs, balls, clothing, accessories)
Customer service information and contact
Product comparison
Advanced search
I'm glad you asked! Here's my ever evolving approach to design
I build a solid relationship with PMs, BAs, tech leads, higher management… you get it.
I gather hypotheses as starting points, but my North Star is reaching business outcomes by solving real client problems.
I over-communicate, I empathize, I document just enough and I follow data like my dog follows the scent of used Kleenex.
About me
Bonjour! My name is Geneviève, but everyone calls me Gen. My varied experience in digital communication, UX, UI and graphic design make me an empathetic, friendly and collaborative product designer.