Next Best Action
Role: Senior Product Designer
As part of a cross-functional team I led the design process working alongside and mentoring a junior designer while collaborating with writers, strategists, product managers, developers, design systems, and AI specialists. Together, we developed a personalized client engagement strategy powered by AI, designed to deliver tailored in-app messages to customers at relevant moments, increasing successful outcomes.
Problem
The most effective way to persuade clients to adopt a desired behaviour is to anticipate our clients’ needs with a “Digital Presentment - Next Best Action” Strategy
How do we create memorable digital experiences that better anticipate our clients needs and are tailored to individual client preferences and behaviours in an increasingly competitive marketplace?
Solution
Competitive Analysis
I conducted an in-depth competitive analysis across diverse industries to identify best-in-class experiences. I examined Wealthsimple and Meta Quest screens, focusing on UI elements that elevate user engagement. Key insights included the use of visuals—like icons or illustrations—within actions to enhance visibility and interest. Additionally, incorporating dismissible functionality (e.g., an “X” icon) allows users to easily exit actions, balancing engagement with user control.
Wealthsimple
Meta Quest
Workshops
To foster collaboration and creativity, I organized and led workshops with 40+ stakeholders from diverse streams, including content, user research, and strategy.
40
Stakeholders
Led four workshops with 40+ stakeholders to align cross-functional teams and capture insights for feature development.
86
Use Cases
Gathered 86 use cases across stakeholder groups, setting a clear direction for the buisness.
18
Prioritized Use cases
Prioritized 18 use cases for prototyping, focusing on high-impact opportunities to enhance user experience.
“When the visual treatment is consistent throughout the client journey they become blind to the feature”
New Strategic Approach:
I adopted a new approach for this project by creating unique visual treatments for each type of nudge. This was informed by a key insight from a previous project that consistent visual treatment across the client journey can lead to "banner blindness," where users become less responsive to recurring elements. My new approach ensures each nudge stands out individually. By diversifying these designs, the goal was to create more touchpoints that capture the client’s attention and maintain engagement throughout their journey.
Design Iteration Process
Final Design
I designed four distinct nudges to enhance user engagement. Embedded Nudges provide contextual info during product interactions, while condensed nudges act as compact reminders. Standalone nudges are brief updates that fit anywhere in the app. Based on user research, I created two variations of the bottom sheet nudge: neutral visuals for informative nudges to convey seriousness and bright, colourful designs for sales nudges to drive attention and action.
