Role: Senior Product Designer (hands-on lead)
Scope: Web + IVR omnichannel reconnection experience
Partners: Product, Business, Engineering, Legal, Regulatory
Customers were missing critical communications due to outdated contact information, leading to safety risks, higher support costs, and eroded trust.
Returned mail
Undeliverable email
Compliance risk
Goal
Introduce a scalable, self-service way for customers to update contact information—reducing failed outreach while ensuring accuracy, compliance, and consistency across web and IVR.
Primary driver
Inaccurate contact information causing failed outreach and regulatory risk
Secondary driver
Regulatory notification requirements
Inconsistent data handling across operating companies and channels
Customers could update contact information, but only through fragmented, error-prone paths that varied by channel, operating company, and account configuration.
Multiple Data Levels
Operating Company Differences
Accounts Without Online Profiles
The Result
Customers unknowingly updated the “wrong” data, agents corrected it later, and the system quietly drifted back into inconsistency.
Because this was a net-new self-service capability touching regulated data, the strategy focused on creating shared logic that could scale safely—balancing customer clarity, operational trust, and regulatory constraints.
System clarity
Channel-agnostic design
Clarity under stress
Each principle reflects deliberate tradeoffs between customer flexibility, operational risk, and regulatory requirements.
Updating contact information touched nearly every system boundary: customer identity, account hierarchy, channel ownership, and regulatory rules.
Progress depended on alignment more than pixels.
Balancing flexibility with guardrails
I facilitated working sessions with Product, Engineering, and Business stakeholders to map data ownership, update paths, and failure scenarios—aligning on which rules were non-negotiable and where flexibility could safely exist.
Shared logic across web and IVR
I partnered with web and IVR teams to define a shared, channel-agnostic decision framework, ensuring consistent outcomes while respecting different technical constraints.
Making requirements usable
I worked closely with Regulatory, Compliance, and Legal to translate requirements into plain language and validate customer understanding through usability testing.
Cross-Channel Process Alignment
These flows translate complex, regulated decision logic into consistent customer journeys across web and IVR.
Rather than designing separate solutions per channel, the work focused on shared decision logic that could adapt to different interfaces without diverging in behavior.
Eligibility & data ownership
Determines which contact fields can be updated based on account linkage and profile status.
Contact update paths
Routes updates to the correct data level without exposing internal structure to customers.
3. Confirmation
Ensures the customer receives confirmation and captures when contact information is not updated or explicitly confirmed.
Status: Delivered and in development across operating companies
Customer Impact
Business and Operational Impact
(Designed Outcomes)
Reflection
This project reinforced that clarity in complex systems comes from aligning logic and constraints first—not screens.
By treating contact updates as a trust-sensitive system rather than a simple form, the work created a foundation that supports customers, operations, and compliance without sacrificing scalability.
