Nationwide.com Redesign Leadership

Partnered with the Nationwide internal design team to assist with experience strategy and agile testing processes for their marketing website. I served in an experience strategy and change management role helping their team use new processes in research and iterative design to go to market more quickly.

Iterative Design

Rapid Design and Testing

Iterative design helps organizations think about a project as "living" by using divergent thinking, test and learn, and validation in place of long design and build steps.

Experience Brief

Establishing a Strategic Direction

To equip the team with the insights and frameworks needed to drive iterative design and decision making, I built an Experience Brief that synthesized research and established project goals and desired outcomes.

Sample Illustration

Iterative Testing

Rapid Design Validation

In order to quickly test diverging ideas, in collaboration with internal Nationwide team, we created a series of prototypes, performed daily testing sessions and then iterated on designs in order to drill into the concepts, especially related to site architecture, that best met user needs.

Example Design Iterations