Leveraging Illustration to Design for Connection
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Why Illustrations
The core idea was to bring illustrations into our products in order to improve the overall customer experience, add delight for our customers, and create world-class customer experiences. We wanted to see how we could take our customer experiences to the next level by strategically integrating moments of delight into our digital experiences. A utility company isn’t somewhere where a user would expect an elevated experience, so how delightful would it be for an experience to feel more ‘human’… one of the ways we explored adding delight was by leveraging illustrations.
My role
I led a team of designers to evaluate how we could consistently leverage illustration to bring delight to our customers.
Defined our strategic vision, project management, art direction, built a shareable & scalable framework, and connected key dots across our portfolio of product teams & business partners.
Goal
Build the foundation of an illustration system that we can use across our portfolio of products and beyond
Outcomes & business metrics
Use delight to increase CSAT
Increased digital engagement
Improve brand perception