https://www.gailfogel.me/alexa-skill daily 0.75 2020-03-04 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580844459751-P363RO75QOCD1VOEDQ4K/image-asset.png Travelers Alexa skill Content strategy inputs https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580848704820-SX58CS0SXCW0XBKR1CRZ/image-asset.png Travelers Alexa skill When designing a voice experience, there are many different paths the conversation can take. We outlined them all with a massive decision tree that mapped out every branch and permutation, specified the underpinning logic, and accounted for personalized content based on whether the user owns or rents and lives in a house or apartment. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580846044006-GYMLOCZH19JHRN8DNCZE/image-asset.png Travelers Alexa skill When designing a voice experience, there are many different paths the conversation can take. We outlined them all with a massive decision tree that mapped out every branch and permutation, specified the underpinning logic, and accounted for personalized content based on whether the user owns or rents and lives in a house or apartment. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580844201863-3Z34AE1SUNCB2T4MAMJB/image-asset.png Travelers Alexa skill Early IA exercise https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580844722611-E06I1C2IFVUM62TGRTBF/image-asset.png Travelers Alexa skill Flow diagram outlining early thinking around a home safety assessment https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580846280098-NCYY8NJZSLJVA0XQ4HRM/image-asset.png Travelers Alexa skill When designing a voice experience, there are many different paths the conversation can take. We outlined them all with a massive decision tree that mapped out every branch and permutation, specified the underpinning logic, and accounted for personalized content based on whether the user owns or rents and lives in a house or apartment. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1574205794047-0VA0QM0RAJ3KZZQMBKMZ/Border.png Travelers Alexa skill https://www.gailfogel.me/welcome daily 1.0 2025-02-24 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583595567458-4ELXDK86LIY11PQLJE42/image-asset.png Welcome Giving a home and auto insurance provider a “voice” ➵ https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1582655968169-PBSTANBX4X4W629FXZIB/image-asset.jpeg Welcome - I’m Gail My sweet spot is crafting a narrative through experience design, collaborating with other disciplines to tackle a problem, and being immersed in strategic thinking. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583595651427-IJ62JS0QII1880V83YL9/image-asset.png Welcome Distilling 400 pages, across multiple sites, into one cohesive, member-focused site ➵ https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583595667831-R7BN67MZI906PRHLJWA1/image-asset.png Welcome Crafting a strong identity for an in-house incubator, while keeping it distinct from its parent brand ➵ https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583595635357-BXT7CWXHEH11XKMRLITV/image-asset.png Welcome Helping a shaving industry giant compete with the rising tide of shaving subscriptions ➵ https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583595688412-QT6MHU1KEEG96X29NTYU/image-asset.png Welcome Giving customers a great health insurance experience from day one ➵ https://www.gailfogel.me/about daily 0.75 2025-02-24 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1574285231821-1AS71NOLWUX1WYKJBKTA/image-asset.jpeg About https://www.gailfogel.me/schick daily 0.75 2021-04-28 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572972801641-R6S63R92L0BNZG2NI3Q7/image-asset.png Schick redesign Men’s subscription, landing page, quiz, and summary A simple 4-step guided selling experience for a personalized shave plan offering for men. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580849257973-8TURW6B4F9Q0EIQXSRKR/image-asset.png Schick redesign The original Schick homepage was actually a splash screen with trapdoors into the separate men’s and women’s sites. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572987495581-GI9C6448VO2C13Y1XCEG/image-asset.jpeg Schick redesign Excerpt from the final site map https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580850662513-R6NFECDD48A2ZLAVXFR1/image-asset.png Schick redesign Card sort results Open and closed card sorts allowed us to understand and then confirm how consumers categorized products. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572972896290-OO0LH7YGSSFSO6BOAIN2/image-asset.png Schick redesign Subscription flow diagram Making things simple for users took a lot of careful planning. Users see a simple, few-step flow, but behind the scenes we wove in lots of complexity, with hundreds of possible subscription permutations across both genders! https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572993407411-PA7R5FQXVF6KK1IMB37O/image-asset.jpeg Schick redesign Helping people choose the right subscription We built every part of the subscription sign-up around the user. We didn’t anticipate that users would know how often they’d need shipments, so we reframed it for them in terms they could understand—how often they shaved. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580853578885-2RIIK5V79RDXQSX732R7/image-asset.png Schick redesign Men’s subscription flow (mobile) https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572986996686-B9CDHOBU8EA04SREOCF7/image-asset.jpeg Schick redesign Mobile navigation https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573144599110-9NPTIVUSCLHYDYQ28DLX/image-asset.png Schick redesign Comparison page (women) https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580853266498-P2VUJNKZQMGNZC26SMIB/image-asset.png Schick redesign Men’s subscription landing page (mobile) https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572981391120-3UTGEKMTGN05E8WRRFPQ/image-asset.jpeg Schick redesign Homepage https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580853712820-VXOLSB0G9ZDV2PCVIWFJ/image-asset.png Schick redesign Men’s subscription landing page (desktop) https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573144785536-BDTCU2OQ8H261N2FPL2V/image-asset.jpeg Schick redesign Product detail page (men) Designers: Florencia Balseiro, Kyleen Hill, Laura Skaggs https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572986879935-JIWR4VQ1XEBSPASTI8GZ/image-asset.png Schick redesign Navigation flyout with final terminology “Refills” are the replacement blades that can be loaded into a razor. “Blades” is a specific component of the razor (the sharp cutting edge). “Refillable” is a handle that holds replaceable blades. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572972669267-R34Z4GRHAB535HF0R92Z/image-asset.png Schick redesign Women’s subscription, landing page, quiz, and summary A simple 5-step guided selling experience for a personalized shave plan offering for women. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580849790993-2J83J3DXGG4IIB0JSIKO/image-asset.png Schick redesign The original landing pages for both the men’s and women’s sites lacked a cohesive brand identity. https://www.gailfogel.me/rearchitecture daily 0.75 2020-03-04 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572989715248-D2W2ETF1NEYP0JB5C7BX/image-asset.png Site rearchitecture Then, a conceptual approach After all the post-it research, we diagramed the key member needs into a conceptual representation of the site architecture, forming a framework to used for the site map and navigation. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572988416184-DQS5QVAZT5X0P47F4VX6/image-asset.png Site rearchitecture Site purpose statement, crafted in the previous phase of the engagement. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1575996785703-WUZDWGWWIP8E0IAV7M5K/image-asset.png Site rearchitecture A quick-hit menu for members A secondary navigation treatment called out member-specific content in an easily accessible menu. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1572992545984-8TABQ6YIO06Q458TS91H/image-asset.png Site rearchitecture A complex, but streamlined, site map Our final site map is a hefty 160 pages—but an efficient, breezy setup compared to the 400 pages we started with. We managed to merge content from the existing member and Medicare sites and make sure that member needs and priorities guided the design. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573064099383-2HOYJ9XL2TNY0GVYXXC8/image-asset.jpeg Site rearchitecture Templates to tie it all together We created a series of gestural thumbnail templates that would cover every page of the site. This let us streamline content creation and give the site a uniform structure. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1575996288162-5ESJSVMLDNR8JLGKBXEM/image-asset.png Site rearchitecture https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1575996323035-ME0W4IELAB16AJKA8HWF/image-asset.png Site rearchitecture https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1581795582189-Z6T1TFTXV13BF94B2RO4/image-asset.png Site rearchitecture Task comparison We measured the success rates and paths for a consistent set of tasks, across multiple rounds of treejack testing, to gauge the most effective content organization. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1581796215027-NFXOD4C416COTO0I92X0/image-asset.png Site rearchitecture Treejack results Pie trees for each task allowed as to see the paths users took—both correct and meandering—to assess the strength of our different IA variations. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573054813644-6B2FT2TLQT78OS67EN02/image-asset.png Site rearchitecture First, the post-it approach To get our heads around how the site could work, we created and repositioned dozens of post-its mapping out possible ways of organizing the site content. We used the post-its for informal testing with our coworkers, too. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1575996352441-R0142N5H9UGMEVQQTTTX/image-asset.png Site rearchitecture A main menu for all The main menu was built around universal member and non-member needs, from finding whether a doctor is covered to understanding how insurance works. https://www.gailfogel.me/fidelity-labs daily 0.75 2020-02-24 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580855565380-TARLS39BOK6J8FY4N3VR/image-asset.png Fidelity Labs redesign https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573155007180-7U3BTTVAW6WR8DSAAXVU/image-asset.jpeg Fidelity Labs redesign Case study Designer: Florencia Balseiro https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1581113899149-XXB7KYZTW5PKE0ZQNDJ8/image-asset.png Fidelity Labs redesign Project case study We honed in on two compelling success stories to show how Labs’ creativity turned into real-world solutions. Our case study pages also served as a template for the client to feature future stories on the site. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573146158165-FKWYSG8SLFYHBMJYER30/image-asset.jpeg Fidelity Labs redesign Brand purpose statement https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573148551689-UUNZTPTOHIZT0AJ02DPN/image-asset.jpeg Fidelity Labs redesign Homepage https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573154858076-E8XECGXRIIEAKXFAUUCN/image-asset.jpeg Fidelity Labs redesign About https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1581112159208-6XI8O30HT1TTW3DG5LW8/image-asset.png Fidelity Labs redesign Homepage (desktop) We featured a brief, clear “about us” statement on the homepage. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580855518561-R51NCPXGQ113VO9C1H1D/image-asset.png Fidelity Labs redesign https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1580855609014-D549G1BCK39NZBU6D73F/image-asset.png Fidelity Labs redesign https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1581112904082-69Z4SXB6PYRNMMUMLS1D/image-asset.png Fidelity Labs redesign Homepage (mobile) https://www.gailfogel.me/journey daily 0.75 2020-03-10 https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573162732738-JA9QQDD2SAPAEJXQ9RXD/image-asset.png Onboarding journey Coverage check What if we could prevent members from unexpected plan surprises? » Alert of plan start date with next steps » Clearly show if any current doctors will be out of network, and provide alternate recommendations if so » Provide ability to book appointments Illustrator: Jorge Viera https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573162494330-48AY9GJ6SM685INUUW66/image-asset.png Onboarding journey Confirmation What if we communicated with members immediately after enrollment, during onboarding, and right before their plan officially starts? » Give an easy-to-understand plan summary » Show clear progress between enrollment and plan start date » Provide a digital ID card that the member can add to a digital wallet https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583361127539-I7PA32KHHZZBJQVKF7VC/image-asset.png Onboarding journey A collaborative client workshop allowed us to validate and refine our concept directions. https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573162678423-7EU5XDFKMX48GH3QXFFI/image-asset.png Onboarding journey Plan 101 What if we clearly showed members all the benefits they get with their plan? » Clearly outline plan benefits » Provide motivation to create a profile » Select health topics of interest » Give local suggestions for health-related services https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573162579000-V5TBI87VQBW7AEKJRC7G/image-asset.png Onboarding journey Welcome kit What if we welcomed members to the brand beyond just envelopes and a physical member ID card? » Mail a physical box with member ID inside » Include a physical version of the currently-digital plan summary » Promote the ability to connect with an expert for one-on-one advice » Provide a shortcut to create a profile https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1583360470558-782C5W6SKEEMDNMWR7TL/image-asset.png Onboarding journey Early concept sketches https://images.squarespace-cdn.com/content/v1/5dbb2f87e4e6ee24f00892ce/1573664387811-4M0H1EF1SONECR6J60RH/image-asset.jpeg Onboarding journey Our onboarding vision The final onboarding journey outlined multiple ways for the brand to cultivate a sincere, reliable relationship with members. Designer: Laura Skaggs https://www.gailfogel.me/resume daily 0.75 2025-04-15