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Vanessa Lindell Portfolio / Thehartford.com

About the Project

TheHartford.com is the public facing website for individual and commercial business. As a designer on the User Experience team, this was one of my core projects. I did extensive work that included usability testing, personas, wireframes, storyboards, content management, interactive elements, page layouts, conceptual redesigns, prototypes, photo editing, infographics, icons and animated videos. As a team member, I also contributed to defining and documenting the enterprise design system. These screens represent a sampling of the front-end public-facing UI design layouts and elements I worked on.


For each redesign of thehartford.com our team focused on enhancing the UX and did many conceptual design explorations. As a member of the User Experience team I partnered with product designers and business stakeholders to understand requirements, conduct research and perform usability testing or leveraged results provided from our Usability team. With requirements and goals in place, we would begin process flows and wireframes. Often, I started visual design and collaborated with content writers in parallel with wireframe sessions. Once we established a new element or site design, I created Invision prototypes for testing and stakeholder reviews. I worked closely with developers during implementation and oversaw designs transitioning to coded pages. I then worked with the developers and the QA team to catch any final discrepancies. Once implementation was complete, I updated the design system with any new design elements.
Research & Discovery

Business Requirements, Competitor Analysis, User Stories, User Interviews

Ideation & Conceptualization

Personas, Journey Mapping, Process Flows, Exploratory Design

Prototyping & Testing

Low/High Fidelity Wireframes, Prototypes, User Acceptance Testing, Visual design concepts, Page Layouts, Collaborate with content writer to align photography with content.

Design Refinement & Iteration

Incorporate Stakeholder Feedback, Design Layouts for Target Devices, Integrate Refined Content

Collaborative Development & Implementation

Asset Creation, Redlining, Final QA

Customer Personas

While creating personas and identifying common groups of users, I documented their personalities, goals, frustrations and needs. These helped me stay focused throughout the design process and on track to keeping the customer engaged. I collected user information from product owners with clear perspectives on customer goals and objectives. These personas transitioned into defined user journeys for each persona to help me get a realistic guide for designing for their goals and needs.

UI Design

This is a set of screens that represent a wide variety of recent layouts and design elements I worked on for thehartford.com.

Design Elements

This is a collection of interactive design elements that I worked on frequently. Our team supported Small Commercial and would do multivariate testing for incremental improvements to page elements such as the quote box, sales banners, expanding menus, icons and page designs. One of my main focuses was to provide new ideas and approaches to presenting the quote boxes which directly influenced sales for Auto and Home issue rates.
Quote Box and Retrieve a Saved Quote
Quote Box with Bundle
Mobile Menu Prototype (CLICK PLAY)
Expanding Menu for Account Logins
Design Elements - Mega Pulldown
Customer Reviews Bar for Claims
Animated Buttons for Product Lines
Animated buttons

Tool Set

After Effects

Thanks for viewing!