This session is based on a field report about an interactive life insurance advisor – from the generation of the idea to its design, implementation, analysis, optimization, and evaluation. You will learn how essential customer needs can be identified in the context of large organizations by involving relevant stakeholders into Customer Experience Journey Mapping. Furthermore, you will learn how time-critical initial design and implementation of a new website tool can be complemented by combining different metrics (like web analysis, session monitoring, and A/B-testing) for subsequent stepwise optimization. This session is ideal for anyone who wants to find out which agile software development team structures support such an iterative process and how UX-designers contribute during different project stages.
Dr. Angela Castronovo is a psychologist with over 10 years’ experience in UX research and design. She has been working in several research projects as well as in diverse applied fields. Starting in the automotive domain in 2006, she has been working for BMW, with a special focus on evaluating camera-based driver assistance systems. After finishing her studies at Saarland University in 2009, she started working full-time in the Intelligent User Interfaces Department at the German Research Center for Artificial Intelligence (DFKI). There, she focused especially on the design and evaluation of multimodal in-car interfaces. She has analyzed driving performance and driver distraction in dozens of driving simulator studies – for industry partners as well as for national and international publicly-funded projects. In 2014, she finished her PhD on crossmodal semantic priming in the automotive context and, besides, she gave birth to her little son. Since 2015 she has been working for the online unit of CosmosDirekt, which is a primary insurance belonging to the world-wide Generali Group. She is now working as a UX researcher and designer in interdisciplinary, agile software development teams. Moreover, she contributes to a cross-functional Conversion Rate Optimization Team.