BENJAMIN MERRICK

When Nutmeg leadership decided to launch a lower-cost product with unclear demand, those of us on the design team were initially dismayed. But after extensive research and testing, we found a way to make it blend in seamlessly and naturally with the existing user onboarding journey. Working in a team of three, we began with extensive ethnographic interviews to see how a lower-cost product might fit into our customers' lives. This research led us to frame the offering as a mere facet of the onboarding process - one simple choice of many - rather than as a distinct product... With that insight, our next challenge was one of presenting the choice in a way that users would both understand and yet breeze through. We strived to reduce its weight through copy, prototyping myriad combinations and turns of phrase to see how people would react... We started by exploring the onboarding experience as a whole - thoroughly vetting every single input and requirement to wittle it down to as succinct..