The Context

This major redesign project aims to help members self-serve their needs by using the member portal called "My Account." The company had three million members at the time, and this project would have a significant impact.

The Objective

One of the objectives of this project is to design a better experience so that members can find relevant information on the site by themselves instead of calling the customer service. What we learned is that customer service is expensive, which involves training the staff and maintaining the team.

My Responsibility

Because this was a redesign project, the existing site was the best prototype to evaluate what's not working. So I carefully examined the site by talking to users and looking at the usage data. Two other contract designers worked with me to redesign the entire website. Not only I helped design some of the most prominent pages & flows, maintained the design library, I also had hands-on experience in front-end development. I was also the first and only designer who got hired as an employee in our department.

The Outcome

Out of the four portals, the member portal received the most positive feedback in an annual usability review conducted by a third party usability team. And we were also able to lower the number of calls going to customer services by 20% after launching the product in four months.