Shorelight Education: An Omnichannel Future
Exponential growth throughout the company’s 10 year history had resulted in disconnected processes and platforms, and a significant gap in UX consistency. There were existing design artifacts from previous one-off engagements with CX consultancies, but the company struggled to utilize them effectively. Because of this, Shorelight committed to establishing a CX competency to unite business units throughout the organization towards a common vision.
I led the buildout of a CX competency to unify disconnected platforms and processes. By authoring and socializing a Future State Vision, streamlining fragmented systems into a unified customer portal, and creating a cross-functional product roadmap aligned to OKRs, my work improved collaboration between business and engineering teams, clarifiying ownership of customer issues, and delivering a measurable impact across the user journey.
Define the Future State Vision, accounting for 4 primary customer segments
Applied existing insights and artifacts to design and script a simple, easy-to-follow Future State Vision animatic
Architected a unified omnichannel customer portal experience, thencollaborated with IT/Engineering to work towards platform consolidation and SSO compliance, simplifying access for all customers
Through focus groups, stakeholder and customer interviews, and existing data, identified customer needs, and synthesized into DMT-structured Need Statements
Mapped top-scoring Need Statements to core enablers, overarching themes, and OKRs
Visualized capability enablers to measure against existing ecosystem
Led departmental leaders through structured workshops, utilizing customer insights and organizational OKRs to create actionable future-state strategies via Prioritization & Alignment Matrix
Driven by Prioritization & Alignment Matrix, slotted feature enablers into MVP and subsequent feature release schedule
Created journey-based feature map, socialized for organizational understanding and alignment
Created a catalog of HMW Design Briefs to inform product/solution teams, allowing for simplified contextual considerations to empower cross-functional teams to participate in Design Studio (solution) sessions
User Flow: Current State analysis
User Flow: Ideal State SSO
User Flow: Architected streamlined workflow for internal site update ticket requests
User Flow: Simplified existing user experience to account for DAM-based data sources
User Flow: Optimized LMS course creation user experience to simplify common tasks for instructors