David led a cross-functional team supporting Voya’s 3-year North Star digital experience transformation. As part of the Discovery Phase, the team connected with key leaders to gain their candid thoughts on the current and future state of the business and what they believed to be driving factors to create a winning digital North Star vision.

The team provided a competitive analysis to assess Voya’s overall standing and identified trends in business models, offerings, and digital experiences. Ultimately, the design teams synthesized findings to identify opportunities and shape a user-focused perspective on the competitive landscape. Conducted deeper dives on three competitors and identified elements that applied to guiding principles. David leveraged Voya’s unique positioning to create something new. Having completed Discovery, the team shifted into co-creation and workshops. In these workshops, the team shared: market research and industry perspectives to drive alignment on goals and to co-create the future of Voya’s Digital Health and Wealth product ecosystems.

Several themes emerged that drove ideation: automation, assistance, exploration, visualization of your story, seeing into the future, community, and family. Using a Creative Matrix, the team ideated around these themes along with the macro journey phases (Learn, Use, Transition) and Fjord Trends. Following co-creation activities, the team completed multiple sprint cycles ending with multiple POCs. Viewing customer journeys as straight lines and funnels constrains a company’s view of strictly sequential thinking. This is problematic because it structures solutions according to our needs, not the customer’s needs and all customers do not behave the same way.  The final product brought the future state of Voya’s digital ecosystem to life in a way that delivers a holistic, unified, and personalized experience.