Goal-Directed Design for Regulated Agencies

Recently, I had the privilege of writing for the Cooper Journal about how Goal-Directed Design makes a lot of sense for heavily regulated industries. A few key points are using personas and scenarios to get early buy-in from stakeholders, building a shared vision for the project team, and discovering ideas that actually have merit (before you get all the approvals and launch).

Working in the insurance industry, an industry saddled with stiff regulations, has several implications for the design team. Generally, this means submitting each page to an internal review process and then to every state for their approval. If after filing there are additional changes, re-submitting a particular webpage earns extra scrutiny, increasing the chance that edits will be necessary prior to launch. As a result, every A/B test, every possible change, must be thought out ahead of time, without proving it first in production. Otherwise, the changes must be filed all over again. Because of these challenges, our digital experience and design team has adopted Cooper’s Goal-Directed Design (GDD) approach.

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