Experience

Senior Director, Design and StrategyFjord, part of Accenture Interactive

We live an increasingly complex world!

As the pace of change accelerates, we find the ways we live, work, shop, and play in a constant state of flux. New technologies emerge on the scene, changing or enhancing our everyday realities. New business models shape our perceptions of traditional product/service relationships. A persistent, ever-present media landscape shapes our opinions and fuels our discourse (for better or worse).

Design helps us navigate these treacherous waters, opening the door to new and exciting opportunities to innovate in service of human need.

2015 - 2019

Managed an annual $4 million design portfolio for B2C and B2B clients, including service design and strategy, rapid prototyping innovation sprints, and detailed user experience design

Philosophy

User Experience Design LeadMCD Partners, Chicago

Led end-to-end UX design efforts, defining research plans (generative and evaluative), facilitating co-creation workshops, and overseeing design execution by the user experience team

2014 - 2015

Senior User Experience DesignerWalgreens, Digital Health and Content Solutions

2013 - 2014

Expertise

User Experience Service Design

Strategy Omnichannel CX

Research

Education

M.S. Human-ComputerInteraction DesignIndiana University 2007

B.A. AnthropologyUniversity of Tennessee 2000

Senior User Experience DesignerSears, Customer Profile

2010 - 2013Retail CX

Media DesignerOption Six (part of GP Strategies)

2007 - 2010

Partnered with key stakeholders across client organizations to establish or evolve design processes and operating models

Provided design leadership, management, and development of a team of over 20 designers within the Fjord Chicago studio

UX Management Business Design

Senior Manager, Experience Design and StrategyBMO Financial

2019 - Present

Direct experience strategy and product design for the online banking portfolio across all digital customer channels

Eldridge DoubledayService and Experience Design Leader

egdoubleday4@gmail.com eldridgedoubleday.com Chicago, IL

Drove iOS (Android) app store rating improvement from 2.7 (2.3) to 4.7 (4.3) using a human-centered design and development process

Increased overall digital adoption by 3% YoY with a 41% increase in mobile app adoption

812.219.5128

Included here are a few examples of different projects I have led over the past few years. These efforts have fallen into one of two categories:

Service Design & Strategy

Strategic engagements focused on defining the broader holistic vision for new product and service offerings. These efforts are grounded in design research and market insights leading rapidly to service concepts, mapped capabilities (ensuring effective delivery from pilot to scale), and clearly articulated value propositions and definition of the value levers serving as the primary drivers for the business.

Design Delivery

In an increasingly crowded marketplace, how you deliver on your value proposition is as important as the proposition itself. Delivering effective, engaging, and delightful experiences to customers, across moments and channels, is integral to success, as is the employment of extensible design systems that support continual iteration and evolution of the product or service.

Selected Works

Retail Service and Support Experience

We partnered with a major retail client to define a new service vision for customers and employees. We conducted contextual customer research and landscape assessments to identify prioritized needs and opportunities, translated those into prioritized concepts reflecting areas of strategic differentiation, detailed those concepts to frame the broader context of the vision, and developed a service roadmap illustrating the pathway to iterative realization. This led to an accelerated pilot and nationwide launch, driving thousands of customer enrollments per week.

Outcomes

• Strategic insights framing an opportunity space aligned to customer needs and desired outcomes

• Detailed service concepts including functional descriptions, value propositions, KPIs, and prioritized feature sets

• Service roadmap illustrating phased development and roll out of key concept features aligned to organizational capabilities

• Detailed customer experience narrative framing the future state vision for the service

Service Design & Strategy

Re-imagining Warranty and Protection

We partnered with a major home and technology services organization to redefine the warranty and protection space for their business. We used extensive qualitative and quantitative customer research methods, deep assessment of the market landscape, and generative co-creation to define new warranty and protection offerings that support the customer across the ownership experience. We used a design-led strategic approach to identify desired customer outcomes and translate them into areas for growth, focused on a multi-tier strategy of simplification, optimization, and innovation.

Outcomes

• Remote ethnography and contextual research with customers yielded six mindsets driving customer expectations across the ownership experience

• Identification and validation of desired customer outcomes using an outcome-driven innovation framework

• Market landscape, sizing, and identification of strategic pillars• Concept definition including attributes, value case, as well as required

capabilities and enablers• Pilot-to-scale strategy for core concepts, including Minimum Loveable

Product definition and roadmap alignment

Integrated Health and Wellness Program

As part of the digital health team at Walgreens, I drove the definition of an integrated health and wellness platform, Steps with Balanced Rewards. This program provided digital health tracking capabilities across a range of metrics (steps, sleep, weight, etc.), encouraging repeat engagement through support and points incentives within the Balanced Rewards loyalty program.

Outcomes

• Developed the engagement strategy for Steps with Balance Rewards, including goals, incentives, and experience.

• Led the design and development for the entire Steps with Balance Rewards ecosystem, including mobile app, mobile web, and desktop

• Launched a suite of six health tracking and visualization components within a 90-day window

• Created a sustainable strategic roadmap to support the program over the following 12-month cycle

• Drove the enrollment of over one million unique users within six months of launch

Service Design & Strategy

Year One Employee Experience

We partnered with our client as part of a workforce transformation engagement, helping align multiple tracks of work across recruiting, onboarding, and learning, as well as defining digital experiences to support the Year One employee experience.

Outcomes

• Development of journey maps illustrating key moments in the employee experience, supporting digital experiences, and required capabilities and enablers

• Detailed service concepts illustrating functionality and requirements for supporting digital tools

• High-level wireframes, prototypes, and functional requirements capturing user flows, on-screen interactions, and design patterns

Pharmacy Consultation App

Retail pharmacies are hectic environments, and pharmacists are increasingly called upon to perform more duties for their patients. We designed and developed a tablet application to help pharmacists perform and document mandatory consultations for new prescriptions, taking into account the specific needs of pharmacists, pharmacy technicians, and patients. Outcomes

• Conducted extensive field research to understand the specific needs of all parties in the pharmacy service ecosystem

• Documented core functional requirements aligned with different regulatory requirements across multiple states

• Employed design sprints to rapidly ideate key flows and screen elements• Built interactive prototypes for contextual user testing with pharmacists• Defined and documented MVP requirements and development backlog

Design Delivery

Student Loans Site Redesign

As User Experience lead for MCD Chicago, I led the effort for Discover Student Loans to completely redesign the digital experience for DSL customers, including account management, payments, and loan consolidation. I led the design and development efforts, working closely with the client, leading co-design sessions, setting strategic direction, testing strategy, and providing oversight to the UX, Visual Design, and Front End teams throughout the delivery process.

Outcomes

• Completely redesigned customer experience and incorporation of new loan management tools such as online payments, management of multiple loans, applications, and rich data visualizations.

• Winner of 2016 CIO 100 award

Rapid Innovation: Future Employee Experience

We partnered with a major home and technology services organization in a rapid-fire innovation sprint, quickly prototyping several service concepts connected to their future workforce transformation strategy. This involved physical and digital prototyping, as well as the rapid development of an app-based machine learning proof-of-concept which used image recognition to identify parts and components, helping field technicians more efficiently and effectively identify potential issues and needed materials for service calls.

Outcomes

• Functional proof-of-concept and interactive prototypes of service concepts • Aligned feature sets, prioritized user stories and backlog, and delivery

roadmap

Concept Innovation Design Sprints

We partnered with a major retail client to lead an innovation track, with the focus of helping accelerate design decisions and move more quickly from concept to market. Employing a design sprint model focused on heavy co-creation with our client product and user experience teams, we were able to springboard several concepts to reality, getting them into market rapidly while driving positive customer and business outcomes. We expanded our partnership to help define and implement a sustainable design process currently in use by the enterprise today.

Outcomes

• Defined new products based on key insights, crafted concept prototypes, and developed detailed user stories and delivery roadmap

• Developed an overarching Customer Experience Strategy process to replicate across enterprise-level strategic initiatives

• Informed pathway to market for first-stage experience concepts and supported their delivery

Design Delivery