Journey mapping
The goal is to outline the current challenges in the customers experience and modify them so that they deliver the desired business and consumer outcomes
Capture key opportunities after a journey mapping session
Create shared understanding and alignment on the key customer challenges and opportunities
Generate solution ideas (Facilitate idea generation workshops)
Develop and prioritize ideas to address key opportunities. I use the COCD box matrix to rate potential solutions based on feasibility, desirability and viability.
Test initial ideas early and quickly
I often use paper prototypes to test initial ideas or as a probe during an interview to get user data at the beginning of a project.
Further develop the most promising concepts
Partner with stakeholders to rank ideas by desirability, feasibility, and viability, merging top concepts into testable prototypes aligned with both customer needs and business value.
Translate concepts into experiences
I turn prioritized solution concepts into end-to-end user flows and clickable prototypes. These artifacts make ideas tangible, allow for early feedback, and ensure the experience delivers on both customer needs and strategic business goals.
Document and hand off (Design-to-Development)
After prototyping and testing, I create clear, actionable design specifications that enable Agile development teams to build with confidence. Where new patterns emerge, I update the design system to ensure consistency and scalability.
Outcome
By following this human-centered design process, prioritizing concepts, prototyping, and translating them into specs. I helped BlueCross BlueShield move from a fragmented, barrier-filled legacy experience to a modern digital platform. The result was a Tekne Award–winning experience that increased member satisfaction and engagement, improved operational efficiency in delivering personalized and targeted content, and significantly lowered call-center demand.
