Role: Strategy / Senior UX Designer / Information Architect / User Interface Designer
Deliver global and local content, relevant to employees in an easy accessible manner. Taking into account ZEISS communication strategy 1:1 brand communication.
We were challenged to design a news app along with a communication strategy. Consolidating channels of internal communication, through a hub ecosystem solution.
The conversational news app is the genesis of conversational brand called the voice of ZEISS; which strategically integrates into existing channels of communication. Moreover, catering a wide reach of users, targeting baby boomers and Gen Xers.
Through workshops and research I was able to find user insights. After a few iterations and dialog with the client, we ultimately designed an application with both a conversational news feed as well as topic-based news feed.
My research covered: Infrastructure, user channels and engagement. Out of my personal interest, I joined a hackathon which allowed the chance to talk directly with diverse employees. Through the workshops with stakeholders I was able to understand, identify pain points and gain insights.
Integrate a conversational brand into existing channels. The catalyzer to digitalization is the conversational news app.
Created cards for each business group with their interest and behaviours.
Addressed questions regarding: Users, environment and the application.
Parallel to the application features and architecture, it was important to address the several aspects relating to the shift in communication behaviour. The core concept embarked the following points:
Identify the source and flow of information. Designed a plan for possible content definition. Prepared a rough matrix of the content overview and task definitions.
Specified how business groups and corporate communications would deliver real-time relevant content to employees.
Designed user flow for customization settings
Proposed a road plan for digitalization. Beginning from pilot of chatbot to a NLP intelligent agent.
A platform of discussion for ZEISS. Logging in and authentication. Q&A for ZEISS work council.
The app architecture covered four areas: Onboarding, news feeds conversational and topic-based, personal area and application settings.
To overcome the time constrains I opted for storyboarding and rapid-paper prototypes. The tool of choice for wireframing, designing conversational flows and mapping is Sketch.
Thanks to my sparring team for constant feedback and brainstorming: Account director, Content director, Work council, CTO, Editor, Business director and ZEISS.