MRM//McCann. As an established CX practice, the agency hired me to transform it into a product design practice and lead fintech client work.
Al-Futtaim Group's refreshed corporate identity, design-led instead of branding-led.
Convinced AFG to push the envelope to beat their competitors with a native-like experience.
Ran the research that uncovered the real JTBDs of AFG's online users, and led to a complete information architecture overhaul.
A Zurich insurance calculator: comparing packages, with a specialist one chat away.
I ran the whole research program for the premium calculators, from planning to running the interviews, while my designers were busy on design system work for Zurich. A mix of sync and async user tests improved the flows, but also micro UI elements and the nudging mechanics.
Improved premium calculators led to an 18% increase in lead creation. Our new calculator versions beat all our performance goals, from mobile conversion rate to subscription tier mobility.
Calculating a car insurance premium for Zurich, leveraging AI for nudges and recommendations.
We researched and worked closely with Zurich's international business units to understand what could unlock commercial growth for them through digital channels. The experience was fragmented across business units, because they lacked the tools, and the know-how to implement them.
So we teamed up with Zurich's global product team to design and release the Global Toolkit: shared components, guidelines and best practices, to drive tooling adoption globally and grow the share of digital business across all business units, measured through online lead creation, self-service subscriptions and tier migration rate.
We provided strategic design support for Mastercard's B2B security products, establishing them as a leader in the space.