Role - Director of User Experience and Digital Strategy

Involvement - Account Relationship, Lead CX Strategist, User Research, Product Design Direction & Oversight

Date - 2014-2016

Agency - ICF Next

Challenge

Amway’s decentralized global network of distributors needed a tool that would help them monitor and manage their business to meet their sales goals on any screen, at anytime and around the globe.

Approach

Research (Qualitative & Quantitative)

• Secondary research

• Stakeholder interviews

• Customer interviews

• Ethnographic research

Strategy & DesignOps

• Workshop-based Experience Strategy

• Journey mapping

• Experience roadmapping (crawl, walk, run)

• Sprint planing & management

Design & Development

• Lean product design and Agile development

• Iterative A/B testing

• Design system design and deployment

• Establishing a voice of the customer program

My Responsibilities

Influenced and worked with the client product partners to define CX strategies and roadmap for the MyBiz product/service experiences.

Led an embedded, highly collaborative, data focused, cross-functional team of 10 - Digital Strategist, UXAs, Business Analysts, Visual Designers, Scrum Master, Front-end Developers, and Technical Architects.

Oversaw and was hands-on for the entire UX process from user research, synthesis, sprint planning, concept, prototyping, development, testing, and validation.

Ensured delivery of high quality UX and UI across multiple projects and work streams concurrently.

Employed a Lean UX and liquid design to change process to align with the Agile development methodologies.

Facilitated the standardization of design principles and experience patterns.

Established a Voice of the customer program - which allowed us to gain insights directly from key subject matter experts, and develop new features based on their feedback every six weeks.

Results

Awards - 2015 CIO Award and 2014 Vendor of the Year for Innovation from Amway.

Created a consistent, personalized platform, SaaS tools, and services that deliver real-time data to Amway business distributors.

Established an innovative customer-centric working methodology, that was ground breaking for Amway.

Extensive user research, feedback and analytics were utilized to drive the direction of MyBiz in creating a user-centered experience that is accessible to users from around the globe.

MyBiz, the global multi-lingual business center application for Amway business owners, integrated with Amway’s extensive customer and financial infrastructure, helps business owners manage, monitor and track revenue downstream with a focus on bonus incentives and rewards.