Journey Maps & Research

Findings Report; Primerica


The original PPT included audio snippets of quotes. This was conducted live and moderated. Discussion guide can be viewed here: Prototype discussion guide2.

One of my most significant achievements at Primerica was to enforce and inject the practice of user research as a requirement for the UX team. In all, I conducted about 45 user interviews with 4-5 separate projects. 

Storyboards, Early Client Portal Work; Primerica

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3 of about 25 sketches that me and the consultant, Brett Richardson, from North Highland created for the NH researchers to take out into the field and test with. The amount that we came up with was narrowed down to 4-5 different digitized versions of these sketches to facilitate discussion around where our concept was headed.

Storyboards; Primerica (If viewing on a phone, the colors may look off.)

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Tammy, the RVP, is now in a separate scene, with new clients:

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These story’s were used to fuel two separate design sprints, focused on the customer experience. They were used to get people into the mind set of the reps and the customers, how they felt, what they are doing, etc.

More Storyboards; Primerica

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This story revolved around a Sr Rep and her new recruit. The goal was to capture the features created during a quick design sprint, socialize these, and then test the high level prototypes with end users, which we did.


CARD SORT, CB UX Team (This card sort was intended to create a base line and identify trends across the range of filters for CB Products. In all, the are are over 100 different types of filters being used on and many are the same function with different naming conventions. I organized a workshop where two groups worked from two different personas to prioritize a list from the total filters available across all products)


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USER RESEARCH FOR OPPORTUNITY BACKLOG (User research conducted by Stephanie Lewis of CB UX Team: The research was done to create a prioritization within the back log of potential solutions that were connected to opportunities within the journey map below. My role was to create solutions mapped to opportunities, research then conducted a test to determine which “problem” we may be addressing in order of relevancy to users)

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CUSTOMER JOURNEY MAP, DIGITIZED, (The journey map was already completed for the most part when I had arrived however the opportunities and potential solutions needed to be fleshed out all along the users “path”. Potential touch points were not discussed.


CUSTOMER JOURNEY MAP, Workshop. SEE MORE HERE.timelineWithNOtes-full

This map shows all potential touch points for a customer. Post-it notes represent different external events for a customer, such as place, mood, objects, methods of transportation, etc. The map is based off of real travelers on a trip to SXSW, and we used google maps for tracking, and logs of the travelers to identify all models. The experience took place over a 4 day time span. We then used this journey map to create storyboards for a singular scenario in a workshop for a persona traveling to San Fransisco. See Storyboard elements below:

The Persona, Melanie, is a first time traveler for her company. Here she is preparing for her presentation in San Fransisco:


Here she is presenting:


Here Melanie is, celebrating with her colleagues:


Melanie didnt feel well, and needed to find a pharmacy using Yelp:



Her boyfriend decides to fly out to spend a couple of days in SF after the presentation:


Melanie flying back home:



During this imaginary trip, we outlined all the steps she would generally take. From the booking of the flight, to the hotel and route she would take to get to the office, to the donuts she would pick up on the way to the office the first day, to the hotel and other tourist attractions she would visit with her boyfriend. Doing so allowed us to identify touch points for our potential product. We, along with a group of 6-10 people brainstormed around improvements for the tool.

My role in the workshop was to organize the trip details based off of the customer journey map, and participate in the workshop as a regular attendee. Post workshop, we were required to capture all actionable items and lead a rapid prototyping session with the development team. I was co-facilitator in the prototyping process and collaborated with our in-house lead developer to put a model for rapid prototyping together and present findings to senior management.


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