RESPONSIVE SITE | 2017 - 2019
My Southern Cross is an online platform (Web and App) that provides over 800,000 members with private, secure access to their health insurance. The original site had been receiving poor reviews from members for its cluttered UI, confusing architecture and non-responsive behaviour on mobile. I was tasked with facilitating focus groups, gathering insights and leading the user experience re-design to ultimately deliver the best digital experience for members. Since the re-launch of My Southern Cross, call-centre volume has significantly reduced as a result of members becoming more empowered to ‘self-serve’ online.
Based upon early research, I created a set of personas which represented the key audience segments. Real people with real tasks to perform. This added a layer of real-world consideration to my design thinking. The personas also helped form the make-up of members who were invited to join our focus group sessions.
Balsamiq wireframes were created to visualise ideas.
Multiple focus group sessions were held to test and validate ideas with Southern Cross members.
As part of the UX design process, I carefully considered the IA and how content was organised and structured.
Once a clear direction had taken shape with the IA and UX, a responsive clickable HTML prototype was built to form the foundation of our usability testing. This gave members the opportunity to provide valuable feedback within the context of typical ‘jobs to do’. It also helped to highlight potential development challenges ahead of time and confirm a common vision among both members and stakeholders.
One of the pain-points raised by members in our focus groups, were the clunky and confusing login and forgot password journeys. I worked closely with both Southern Cross members and our internal Security team to design and deliver simplified user experiences. The challenge was balancing strict and complex security protocols, with our members’ need for simple user-friendly experiences.
At the core of the visual language, is a comprehensive design system which I created from scratch. This has helped to reduce design debt, eliminate inconsistencies and generally make the developers’ lives a lot easier. It has become a living and breathing system which supports the Agile workflow and disseminates visual updates quickly and easily.
Visual designs were published to Zeplin, where team members and key stakeholders could review, discuss and feedback on UI features.
As an integral member of the Scrum team, I worked closely with Developers, Testers and BAs, as we tested and validated my design decisions during the Agile development. This close collaboration ensured the UX/UI was executed to a high standard.