IAG

AEM Design System / Web design

One of the highlights of my time at IAG was leading the AEM Design System across all customer-facing brands, including NRMA, AMI, State, NZI, CGU, WFI and IAG Corporate. I also worked as an Experience Design Lead for NRMA, AMI and State, helping shape digital experiences that balanced customer needs, business goals and technical excellence.

My Role

AEM Design System Lead (2 x 12 month contracts)

My Responsibilities

_Design leadership
_Discovery workshops
_Digital strategy
_Customer interviews and analysis
_Userflows  and mindmapping
_Information architecture
_Rapid ideation and user testing
_Wireframing and prototyping
_User Interface design
_Interactive design
_Introduced product design processes and workflows

AEM Design System

14 Brands

The first step was to review the strategy and positioning of the USA market that was compiled by the marketing team.

Discovery

Strategy and Benchmarking

The first step was to review the strategy and positioning of the USA market that was compiled by the marketing team. This included the target market, opportunities, competitive landscape, positioning, features, key attributes, customer interviews, and potential customer journeys. This included my own benchmarking of fitness measurement devices available in the USA.

Value Proposition

After a few discovery session we settled on a Value Proposition that resonated with both the business and customers;

"The best way to track you transformation over time"

A detailed infographic with various sections, including diagrams, charts, and images related to health, fitness, and technology. The layout contains multiple images and graphics, organized in columns and rows, with a focus on wearable devices, health tracking, and fitness data.

Personas

Having defined our ‘Why’, we needed to understand ‘Who’ our potential customers were and what their needs would be. The marketing research identified two main customer categories; Trainers (professionals) and Customers who wanted another way to measure their weight loss/gain.

Information Architecture

Understanding our customers and their needs allowed us to define the key features ('pillars') within the app and deliver the most relevant content and actions for each user - to achieve their primary task as quickly (and easily) as possible.

These 'pillars' were; Scans, Goals and Connect.

"We're here to keep you motivated, track your progress, and empower you to take control of your journey."

A digital flowchart with sections for setup, measure, and home feed, including various colored boxes and connecting lines, with some sections duplicated below.

Design

Low-fi wireframe prototypes

These provided us with a platform to continually iterate and refine the user journeys and micro-interactions so we could provide the easiest, quickest and most initiative user experience. We could also perform customer testing and get valuable feedback from the whole team.

Hi-fi User Interface design prototypes

After a few rounds of testing and many iterations, we settled on a starting design. Once launched, a pipeline of new features and updates was continually rolled-out.