Annika Grothe
Design Sprint, Research, UX Design
Experience
Design Sprint, Research, UX Design
Caspar Health
Caspar Health is a care product in the health care therapy sector to support people after body rehabilitation remote.
Financed by the health insurance company.
I did with Caspar a one week design sprint with a great and fruitful outcome.
Added the critical business layer as realisation factor.
Result**
Question: Define what content formats we should create next to gain more active users?
The initial task is only one part. It is more important to revise the container that holds all content formats together.
A variety of content formats is favored in order to learn even more and be more active as a user.
The team’s idea of complex video AI interactions is not necessary at the time.
Deliverables**
Filled Figjam Board
Validated Scorecard
Documentation
Prototype
Process Details**
#1 / Map: Find the key moment for the key customer. Patient understands how he can positively influence his illness. A personal therapy goal is set which motivates the patient and is thus achieved.
#2 / Sketch: Create alternative approaches for that key moment. The team has outlined many ways in which we approach Monday's key moment in product design. One realization already on day 2 was that it is more about the product itself than just about the content formats.
#3 / Decide: Pick the strongest solution and built hypotheses. Together we created the user flow, which is unfolding the key moment in a multifaceted and multidimensional experience. And also is able to provide us with many insights from the user testing.
Prototype Details**
Personalized start with the individual therapist: Clear content description, Personal therapist chat, Welcome message from my personal therapist via video. Welcome message performed very good in the user testing. “It feels so much more personal, even if it's only remote.”
Online appointment scheduling: We thought it will be difficult for some people but also the elderly test persons are used with this procedure and would like it a lot.
Video chat vs phone call: Video chat preference. From our first testing round we learned that people want to see their therapist to have also more of a connection. So phone call could also become redundant in the product strategy future.
Personalized dashboard based on individual therapy goal: Personal dashboard and individual with therapist defined goal to have a higher motivation factor, Therapist recommendations, Various content fragments defined for therapy goal. The personalized dashboard worked out great in the user testing. Especially also with participants who use the current status “it feels much more welcoming, modern and beneficial”.
Content format article: Different knowledge levels to choose from and to have more content to learn from, Accessibility (listen to Audio), Therapist chat. Participants like the different knowledge levels a lot “so I can really deepen my knowledge”. But in general it’s very individual what kind of content format a person prefers and would need a quantitative testing.
Content format quiz: The quiz content format performed well through all participants but also needs a bigger quantitative validation round.
Video KI feedback high tech exercises: Users would see themselves, Live feedback via user’s camera. Interesting feedback of participants “I would not like to see me doing this; I don’t enjoy seeing myself”. In this user testing the feedback was: not necessary. But would be interesting to test it with more production effort again.
Normal exercises with music library: Music library to select of. For this round participants preferred this format over the KI feature format. 80% also liked the idea of adding music directly from the app.
Motivation via badges and messages: In the user testing round people who were younger liked this motivation factor. Elderly participants had no strong feeling about it.
Pitch Lead / Team Lead UX Strategy / Visual Design (as Experience Director)
Brillux
As part of Experience Director responsibilities, led the pitch for Brillux redesign.
Brillux is a company from Münster that manufactures paints and other materials, targeting mainly craftsmen but also private customers.
Developed 5 customer journeys based on their personas, each with an inspiring use case for a convincing pitch.
Result**
Question: How can we pull Brillux in a modern state-of-the-art vision while working with their complexity?
We won the pitch with this customer journey and design.
The main budget income for 2024 was solved with this.
Deliverables**
Pitch slidedeck
Customer Journeys
Design Exploration
Process Details**
Did a lot of research and analysis to get familiar with the status quo.
Mapped out the typical buying journey with ideas for the pitch.
Journey Details**
Started with the most “tricky” customer target persons.
Framed the user persona of our journey based on the existing persona.
Added exciting new features for the specific persons.
Added new and bold visual design, respecting the guidelines but crossing edges to excite.
WebApp Launch, UX Strategy
Dein Erster Tag
- WebApp Launch
- UX Strategy
Experience Director / Lead (UX Design, Visual Design, UX Strategy, Research)
Genesis
As Experience Director, led a UX, UI & Content Team (10 people). Responsible for the relaunch of the Genesis Website, ongoing new features, and pitches, with budget responsibility.
Project: Genesis Retail Partners (Business Model Roll Out - 2023)**
The Genesis Retail Partners are an uncommon business layer. They aren’t dealers, they don’t have a physical presence yet and should be all under the Genesis umbrella, while still having an individual presence on the website.
Defined with the team how this business layer unfolds and where to implement it through the experience in time.
Result: Found a way to integrate the new business layer of Genesis Retail partners through the website. Difficulties with the business layer were all tackled successfully. All stakeholders were happy with the first release.
Deliverables: Website Implementation, Tracking Concept, Content Strategy.
Implementation Details: The retail partner finder (listed based on provided location, recommended giving retail partners faces of their employees to be more personal), The retail partner presence (individual content pages recommended), The integration on lead forms (agent finder implemented in 8 Genesis lead forms: test drive, contact, sales inquiry and service booking, so user is directly matched with the nearest personal contact).
Project: Genesis Website Relaunch (2022)**
Led UX Design and Visual Design for the website relaunch.
Project: Genesis Test Drive Lead Experience (Exploration Lead - 2022)**
The Genesis Test Drive is their most important lead funnel.
Briefed to create new customer journeys and develop a new test drive form experience.
Result: Gained 58% more test drive leads with the entry point adjustments through the website and the form update. Created a tool easy to use for the retail partners.
Deliverables: Website Implementation, Tracking Concept, Customer Journeys, UX Design System Documentation Updates.
Journey Detail: Deep dive into competitor analysis to see status quo. Customer journey mapping to frame the experience and system requirements.
Design Detail - Flow 1 (At a Genesis Retail Partner): Robust interface in an overlaying concept. XS to XL devices. Ensured good reasons for asking personal data and transparency. Prominent Lead CTA. Model selection (pre-filled), Provide location, Genesis retail partner selection (pre-filled), Provide time frame, Provide personal data.
Design Detail - Flow 2 (At a Genesis Event Flow): Model selection (pre-filled), Provide location, Event selection, Type selection and self-scheduling, Pick time slot, Provide personal data. Additional model line selection with self-slot-scheduling.
Project: Genesis Onepager Model Showrooms (Feature Design)**
Convinced the product team to condense 8 sub-page showrooms to one page, displaying more women, diversity, videos, and structured information.
Result: Adapted the feel-excited experience of model showrooms to car excellence. One pager showrooms live based on MVP definition. A model showroom vision inspired headquarter in Korea for new components.
Deliverables: Live Web Implementation, Tracking Concept, Rapid Prototypes.
Design Details - Vision Prototype GV60: Soft configuration via 360° views, Video assets, Highlight features, Relevant charging information, Highlighting interior (USP).
Design Details - Vision Prototype eGV70: Deep dive information in overlays, 360° drag n drop soft configurator with colors, Important measurements in detailed views, High quality product detail slow motion videos, Relevant charging calculators in overlays.
Team Lead Research (as Experience Director)
Amazon Business
- User Interviews
- Team Lead Research
Team Lead Research (as Experience Director)
Emma Sleep
- Product Journey Update
- Team Lead Research
Website Launch, Research, UX Design, Visual Design
Twinner
- Website Launch
- Research
- UX Design
- Visual Design
Product Strategy, Research, UX Strategy
Bosch Professional
With AKQA Berlin, created a product strategy for Bosch Professional Fleet Management over 6 weeks in a team of freelancers and internal employees.
Bosch professional fleet management is a leasing / rental service for several industries to be always up-to-date with their tools.
Result**
Question: Is there room for fleet management on the market? And if so, what does the product look like?
Found out through extensive research that there is definitely a need for Bosch pushing into the fleet market.
Defined a clear validated product prototype with an MVP definition.
Deliverables**
Product Strategy
Miro Board
Validated Prototypes
Weekly Research reports
Personas Report
Process Details**
#1: A 25 interviews research round to discover the target audience (S to XL companies): current tool situation, pains/gains, relationship to Bosch, wishes, competitor solutions usage.
#2: Collected all research input on a Miro board and mapped insights to meaningful clusters.
#3: Based on mapping with needs, pains, gains and opportunity areas, created customer journeys and feature sets.
#4: Parallel to journey, created the value proposition canvas.
Prototype Details**
Product Landing Page: Short summary of fleet contract inclusions, easy fleet setup process. User testing participants were excited about package details and simplicity.
The two most important highlight features: Tool exchange (based on research) highlighted, opportunity for personal “handshake” close of deal nearby.
Additional feature: Centralized Bosch ID based management of the fleet over the Bosch platform was a feature smaller companies looked for.
Calculating the non-binding quote: Participants excited about calculator and simplicity.
Going through the calculator: User could choose tool by industry, then if leased, bought or rent. Then select fleet size (tool by tool). Learned needs in financial and services are individual.
MVP Definition: Defined MVP version and next steps after product strategy validation rounds, sticking to highlight features for realization without high costs.
Team set up and Design, UX Strategy
Brillux
- Team set up and Design
- UX Strategy
User Account Sales Pitch, UX Design, Prototyping
Volkswagen
- User Account Sales Pitch
- UX Design
- Prototyping
Freelance UX Lead / Designer (for BahnID @ Deutsche Bahn AG)
Argonauten
Worked on the BahnID project for Deutsche Bahn as UX Lead / Designer for over 3 years, as part of a 3-person UX & UI team at Argonauten.
Collaborated directly with the CPO and project management; was the link to the UI designer and development.
BahnID is a single sign-on service for Deutsche Bahn's digital services, using a minimal data set (privacy by default) for quick and easy login.
Responsibilities included: Product Design, UX Strategy, Research.
Created user flows, pitch decks, infrastructure maps, user stories, documentation, ideation, and the new design system, landing pages also for other DB products.
Result**
Question: How can we built a central login with a privacy by design personal data management product?
A live product which was implemented in DB apps.
A lot of successful co-creation and knowledge transfer to other DB departments.
Push and pull co-work in the overlaying DB Design System.
Deliverables**
Live Product
User Testing Reports
User Journeys
Sales pitch decks
UX Design System Documentation
Process Details**
One main task through the years was the creation of user flows to all possible flows:
Account verification
Data Migration from other accounts
Authentication
Concept of deletion
Design Details - Authentication Flow**
Login with BahnID (initial sign up data: mail and password). The Deutsche Bahn requirement at that time was to just accept verified data, so verification process was strict.
The connected services are able to ask for additional data, but the data set remains small and must be aligned with the BahnID privacy by default principals.
BahnID personal dashboard.
Personal data to be edited fast and easy.
Data management for connected services.
Security services like multi-factor and biometrie.
Freelance Team Lead UX & UI Team (for Volkswagen Autosuche)
Dayone
- Led a UX & UI Team of 8 people for Volkswagen Autosuche.
- The team and I created feature sets like comparing tool, smart showroom with photo app ideation and the new design system based on the CI update.
Research & Journey Analysis (for Deutsche Bahn Candidate Journey)
Basilicom
Deutsche Bahn Candidate Journey is an extra department within Deutsche Bahn, located into the HR department.
Agreed in advance to look at the overarching journey and create a separate new journey for skilled workers.
I was booked by Basilicom to do this project completely on my own.
Added the critical business layer as realisation factor.
Result**
Question: Where do we lack of potential in our candidates journey and where do we have blind spots?
We identified the phases with the most potential to be adjusted.
We identified trend and mandatory topics to be added.
We defined next steps to continue the evaluation.
Deliverables**
Research Doku
Candidate Journeys
Miro Board
Report
Process Details**
#1 Framed our research with over-laying questions: How others tell their company story? How they approach a variety of target audiences? What are trends in benefits? What are highlight features? How is the application process introduced?
#2 We collected all our research results on a Miro Board, based on our questions.
#3 Identified some important trends and highlight features.
#4 Built up hypotheses based on our results to take with us in our journey mapping.
Journey Mapping**
#5 / Created the overlaying journey mapping.
#6 / Created the journey for our most important target group: Specialized workers.
Report Insights**
Explained our data sources.
Answered our research questions.
Highlighted trends.
Framed our journey mapping.
Journey mappings.
Explained the potential in detail.
Summary
I have been working in research, UX and UI design for many about 20 years. Around 7 years also in team lead positions, but I also feel comfortable in senior roles without lead responsibility.
Languages
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