UX: Rapid design for a life sciences retailer

Timeframe: 2 months

Objective

The ‘Labs’ team was set up as a digital innovation team to lead exploratory design and funnel concepts into an existing transformation program. I led the UX for this innovation team in exploring new concepts for a leading life sciences retailer - focusing on mobile app and chatbot experiences. For this we focused on delivering weekly design sprints where we researched, designed and tested 6 different concepts over 6 weeks, followed by scoring and presentation against a series of UX and business metrics.

Approach

In our ‘setup’ phase, I analysed existing industry and user research and worked with project leads to establish 6 different hypotheses for our design sprints - 3 leading more towards native app experience and 3 leading more towards conversational experience. We also came up with a series of OKRs to measure the output of each design sprint, focusing on core business outcomes.

We also established a parallel of research activities alongside the design sprints, to both feed into each design sprint focus as well as build a collection of wider user research insights and opportunities to deliver at the end of the 6 weeks.

For each design sprint, I led activities including:

• Establishing research objectives and user interview test plans

• Working with a user researcher to perform user interviews and analysis

• Performing on-site (at universities) guerrilla research where possible

• Managing a team of designers (UX & visual) and researchers in day to day activities

• Leading co-design and design thinking brainstorming sessions

• Creating wireframes, prototypes and user journeys

• Performing user testing and iterating on designs

• Working with developers on conversation design (chatbot training)

• Testing different formats like voice scripts for Amazon Alexa

The end of a design sprint resulted in a sprint demonstration to showcase concepts and assessment of concepts against our UX/Product metrics.