Kim Moy
UX Strategy and Design

Client Work

As the sole user experience practitioner for T Brand Studio, the in-house branded content agency for The New York Times, I worked on a variety of projects for a range of clients from finance to entertainment to luxury. 

Unlock Your Key to Success

Unlock Your Key to Success

Project Duration
May - September 2016

My Contributions
Concept ideation, interaction design, prototyping, usability testing, content strategy, copywriting

Overview
TIAA wanted an engaging experience that would help readers to understand the array of financial services they offer. The T Brand Studio team developed a quiz to help readers understand how they could achieve financial success at different ages. The quiz asked readers to make decisions similar to those they may be faced with throughout their lives and to consider the factors that influence their choices.

Process

Process

Concept Development
Through calls with stakeholders, I helped the team to clarify the client's goals as well as the constraints, which included a request to omit a point score at the end of the quiz and that the content maintain a positive tone. 

During brainstorming sessions, I sketched ideas, outlined the user journey, wrote copy, and created an early prototype in InVision to test the interaction design.

I also conducted usability testing and made recommendations for changes before publication. Some of these recommendations resulted in significant improvements to the mobile user experience for the final piece on the web.

Challenges
*Client constraints and feedback

  Print Deliverable  This project included an additional print component, in which I was heavily involved. We created a flow chart inspired by the digital quiz. I wrote copy for the chart and worked with the team to determine the user flow for each outcome.

Print Deliverable
This project included an additional print component, in which I was heavily involved. We created a flow chart inspired by the digital quiz. I wrote copy for the chart and worked with the team to determine the user flow for each outcome.

Conclusion

Conclusion

Nearly three-quarters of users who started the quiz stayed engaged until the end, and stakeholders were pleased.

Stakeholders were extremely happy with both the presentation and performance of the digital and print products. We have used learnings from this project to inform other posts with similar quiz interactions.