Process: Journey Sketching
Who: financial services company
What: journey sketching / animation
When: July 2015

A financial services company came to SapientNitro looking for a way to retain more retirement service customers who switch jobs within education. This project started with research on the target demographic. Educators that had changed jobs recently were interviewed and asked to rate conceptual products and offerings that facilitated the rollover of their current retirement plan.

I played a role in designing these conceptual products and interview materials, but my main involvement would come in the next phase of the work where we defined a journey that featured products which would help educators keep their current retirement plan through job changes.

Journey Sketching: 01 - Journey Loop
Journey Sketching: 01 - Journey Loop

We created a framework for looking at the life of a job changing customer which would act as the canvas for listing opportunities to incorporate design. The first loop in the journey represents the span of a person’s job, which is followed by the subsequent loop, or period of time where that person moves out of their job and looks for a new one.

This looping path can be repeated many times over; emulating the turbulent journey of a person moving in and out of multiple jobs. Previous interviews with job changers in the education field revealed points on this looping path where correspondence between the company and customer would be most impactful.

Journey Sketching: 02 - Touchpoints
Journey Sketching: 02 - Touchpoints

We leveraged customer interviews and comparative service trends to create touch points that would be strategically placed on our journey path. I was tasked with concepting and illustrating these touch points.

Journey Sketching: 03 - Animating the Journey
Journey Sketching: 03 - Animating the Journey

The final deliverable was an animated video of a woman’s journey as she progressed through her career and cycled through several different jobs. With little time and budget, we created a simple yet visually compelling video by creating dynamic scenes where elements would move to give the appearance of depth. I did all of the illustrations, and worked closely with the production team to fine tune the animations.

The video was given to the client to be shown internally, so screenshots are the only shareable artifact.