In April 2021 we created a concept for ANWB.nl based on a new digital strategy. After the concept we started a new phase of the project in which we created more detailed UX and UI design for customer journey's on the website.
UX / UI Challenge
The UX/UI challenges relate to multiple parts of the digital strategy: be a one stop shop with all the products, CJ design, attracting a younger audience, creating surprising and valuable experiences and multiple KPI's concerning conversion, personalisation and more. Here are some of the most important.
From feature driven to a user-centered approach
I organised a customer journey session with the owners to find where we could add value. We plotted research, insights and data to localise gaps. We determined quick wins and larger changes, filled the backlog and got to work.
More collaboration between design & development
In the already existing scrum process of the developers, I implemented rhythmic (de)briefs and (pre-)refinement moments. These sessions contributed to alignment from the start, continuously discussing design possibilities and for each role being able to give design input.