Through generative research with CSPs we established an empathy and understanding of their work lives, including environments, mental models, and behaviors.

Our research led to a hypothesized consultative framework to guide Northwestern’s vision and strategy for future CSP training and tools.

Our research helped us understand the mental models and environment of tools the CSPs preferred, which (surprising to management) was a three-screen configuration.

Early synthesis revealed a metaphorical “choose your own adventure” UI model, which led the CSP through a Discover, Deepen, Offer dialog with a Northwestern Mutual customer to create connection and best offer support.

Once we had created a hypothetical framework, we chose two CSP teams focused on very disparate outcomes, Surrender and Beneficiary, to stress test the model.

This led to our design of two hero flows, one for each group, to serve as a cognitive walkthrough in our evaluative research.

The choose your own adventure model of surfacing relevant and contextual data proved to be a winning formula. As this was the lynchpin of the design, this shows the detail of that experience.

2/4 continued…

3/4 continued…

4/4. This is the last frame that shows the “define and detail” example of the choose your own adventure model.

My research process always includes a design research framework to clarify activities and objectives in the time we have.

Before ever showing a vision for the future, it’s crucial to uncover current mental models first. This helps us understand a user’s individual response and value resonance to concepts.

While it can be difficult to determine, it’s important for the C-suite to have some level of comfort and validation that embarking on the effort and time to fully develop the vision is a sound investment and strategy.