One of the largest projects I was involved with at Ameriprise was redefining and remaking users’ experience with both the secure site (where customers interacted with their investments) and the public site.
Starting with analytics, we analyzed the performance of existing features and mapped out current user journeys. Then those journeys were contrasted with our understanding of customer goals.
Back at the whiteboard, we prioritized the kinds of improvements we could make, their cost versus payoff, and started building out rough ideas of UI behavior.
Next the designs moved into low-fidelity wireframes so that we could explain our concepts to stakeholders, get early feedback, test, and quickly iterate.
Because the experience needed to work across devices, we started breaking down behaviors across viewports – how components flowed, moved, or changed.
Finally it was time to work on high-fidelity designs that could be communicated to front-end developers.
