Key Strategic Goal

Design a user-friendly yet professional Chatbot (named Rockwell) for the public - from conception to launch by:

  • Strategizing and delivering on complex user flows, the user interface and sub-functionality like the ability to download chat history.

  • Working with the business and development teams within an Agile environment to craft the correct text and responses to present information and visual designs in a clear, understandable manner.

  • Accounting for the fact that Rockwell will be the organization’s first ever Prudential Annuities Chatbot.

Rockwell is a public product yet all applicable, sensitive information has been taken out and replaced with generic data.

The Design Process: Rockwell & The Double Diamonds

The Double Diamonds outline the Design Process for a given product. Here is how I experienced each step:

1. Research

During the research process, competitors’ chatbots were reviewed. A Heuristic Analysis was conducted to catalog important and standard features for Prudential’s Annuities Chatbot. In addition, public consumers were interviewed using the User Research platform called UserZoom. These insights were crucial to impacting the form and function of the Chatbot. 

2. Synthesize

A Journey Map and multiple Personas were created to frame the problem and the ensuing solution. Gaps in the existing customer self-service process were revealed during this stage. Issues like broken links, long wait times and frustrated consumers were common. A direction and basic roadmap for the Chatbot began to form after identifying the trends and patterns within the Research.

3. Ideate

Using Adobe XD, I mocked up preliminary visual designs for the Chatbot. As the Lead Designer, I made sure to adhere to Prudential design standards. During this stage, I experimented with different methods of displaying Buttons that served to recommend actions for the Users.

In addition, I worked hand in hand with the Business Team to perfect the User Flow within the Chatbot. Some considerations included the order and flow of the post-interaction Feedback Survey and also the post-interaction Recommended-Actions message. 

4. Implementation

Once the Business, Development, Design and Leadership teams agreed on the form and function of the Chatbot, I continued to collaborate with all team members. I would often message and email Development and Business teammates to ensure that the final product was delivered successfully. As an iterative process and product, continuous communication was key. 

Designing the Right Thing

a persona out of many

With a strong sense of the problem area and the pain points, I crafted multiple personas, or ideal users of this product. Doing so creates a sense of realism and urgency. In addition, personas tangibly create a target for the design process.

For the purposes of this portfolio, only one formal persona is displayed.

example flow for Rockwell: the Prudential Annuities Chatbot

Due to the size of the sample User Flow, some components may be difficult to read. Please click into the image and zoom for better legibility.

Problem statement

Prudential’s Annuities Owners are left to their own devices when trying to address issues and questions regarding their investments. The existing process is inaccessible, difficult to understand and simply not user-friendly.

How can we improve the customer self-service experience with an intuitive, comprehensive and user-friendly product?

The answer: Rockwell - a Prudential Annuities Chatbot.

Designing the Thing Right

The final product

A User, Customer and Business Advocate

As the Lead Designer, I helped craft the Introduction Message in conjunction with members from Amazon Web Services and a Consulting Firm. I understood the magnitude of balancing Prudential’s interests with those of the public consumers.

I designed the round, pill-shaped Suggestion Buttons to guide the Users to their pertinent questions. The Buttons also helped Users by cutting down on unnecessary typing.

Initially, there was pushback on the need for the Suggestion Buttons. However, as the User and Customer advocate, I showed the team the need for such features.

User Testing Is Key to Understanding the User

For this response, I advocated for the use of a Read More Button.

According to User Testing, text that was too dense led to Users simply closing out of the conversation. This resulted in Users dissatisfied with the entire experience. Therefore the use of a Read More Button was important.

With the User in mind, I ensured that the Customer would have an enriching and positive interaction with Rockwell.

Rockwell Was Built For The User & The Business

After Rockwell generates a relevant response, a User is shown three more Post-Interaction Buttons.

Again, these buttons helped me optimize the User’s experience while noting the needs of the Business as a whole. Prudential was obligated to provide accurate, quick and understandable information to the curious Consumer.

Much of the ensuing information - after a User clicks into either of the Buttons - was backed by analytics from the Business and Technology Team.

Despite Bias, Feedback Forms Are Necessary

Once Users are done with their interaction, they are directed to a Response Form. User Testing showed that only those individuals who were either ecstatic or extremely disappointed would take the time to fill out the Survey.

However, as the Lead Designer, I thought it was integral to still implement a system to garner feedback - outside of User Testing. Despite the potential bias in results, a Response Form gave Users an avenue to voice their thoughts.

Good for the Consumer,

Good for the Business

As one who had to weigh the needs of both the Business and the User, I saw the need to create a catch-all response for out-of-scope queries.

Providing Users with a phone number to dial - as a last resort - allowed Rockwell to handle the brunt of the Customer’s queries. This alleviated the burden placed on Live Customer Service Representatives.

Simply put, Rockwell was good for both the Business and the Consumer.

Next Steps

In the future, other features will be added to the Chatbot’s list of functions. Some include the ability to transfer the User to a Live Agent and the potential to conduct dynamic and complex transactions (like updating Beneficiary Information) within the Chatbot itself. These features would drastically streamline and optimize the overall Customer Self-Service experience.