We brought Convex and their partners on a journey with us to design and build the MVP.
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Double Diamond methodology: Explore & Define / Design & Build / Post-launch
Agile delivery: 2 weeks sprints, daily stand-ups, weekly ceremonies
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WEEKS 1-4 / RESEARCH - WORKSHOPS - DEFINING - TESTING
Understanding the business and the users, their pain points, needs and wants; understanding Convex brand principles, VI and the limitation of the Unqork platform. Creating user journeys and personas to structure the information; defining opportunities; defining digital CX principles and the look-and-feel of the portal. 

WEEKS 5-8 / DESIGNING & BUILDING WHILE TESTING & ITERATING
Creating the portal’s information architecture. Creating high-level concepts, UX patterns, UI stylesheets and designing the interfaces. Testing & iterating concepts and designs to ensure the proposed solutions stay aligned with user and business needs. Guiding Unqork configuration and coding teams.

LEARNINGS
The importance of getting your head around how the business works before even thinking about solving the design challenge. 
Automation and low-code platforms come with limitations… but they work. 
Helping the client simplify and structure their thinking is 70% of the job. Our design methodologies are useful and necessary but it’s not what the client “buys”. It’s good to excite them with an early visual exploration of the actual product, even if it feels counter-intuitive. 

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Assembling a cross-functional team with EY’s NHS & COPD experts in the delivery work stream, I split the program into 2 tranches, running an agile delivery and following a double-diamond methodology.
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AUDIT - DISCOVER - DEFINE
This part of the project was focused on Business, Technology and Brand audit, heuristic evaluation of the old portal and internal run-through the old portal with our COPD specialist. Activities included competitors analysis, GSK brand review, series of immersion workshops to understand business terminology, inhalers’ prescribing trends, and users’ needs and pains points. Based on our analysis, we defined opportunities, created a set of personas, established the future-state user journey, site architecture, content hierarchy etc. all with extensive testing and iterations.

Defining UX Principles and Tone of Voice principles helped guiding the team in thinking, creating, and collaborating. The selected creative direction provided clarity, originality and a fresh expression, while a new style library and data viz guidelines ensured a coherent look-and-feel.

DESIGN / DELIVER

We delivered a functional MVP in 7 weeks, immediately resulting in improved user engagement and overall experience and a direct positive impact on GSK’s business objectives. Close collaboration with the GSK team throughout the entire process was key, as well as engaging the dev team as early as possible. The project laid foundation to a long-term business relationship with GSK.

I split the project in 2 phases: 3 weeks of discovery and research and 5 weeks of ideation, design and testing.
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PHASE 1
During the first stage we developed a journey map to document an end-to-end omnichannel customer experience. We held discovery sessions with the business stakeholders and read Tate’s strategic documents in order to have a view of the to-be state. Our goal was to discover and align both sides: users and the business. To achieve this, we created a range of other creative/design tools such as archetypes and creative territories and ultimately created the end to end CX map.

PHASE 2
In the last weeks of the project we developed a Northstar for what a future customer experience could be to help Tate to achieve their commercial and business goals: increase ticket sales, increase food & beverage sale in the museum restaurant/cafe and online/onsite museum store sales and to attract a more diverse audience to the museum.

We used our analysis from Phase 1 to develop a set of creative ideas and prototypes on how can Tate use social, CRM, on-site digital, their own staff etc., and created a future visitor journey featuring Abeni, a black girl living in London, who in our story visits Tate with her brother.