Victor Lombardi

Design Strategist

AIG Corporate Product Development
2003

Essentially a brochureware site, this project reinforced for me the necessity of each step in the user-centered design process that is easy to take for granted, especially on small projects. The client interpreted the customer research in a way that corresponded with how they wanted customers to perceive them. We created personas and scenarios based on this view and this led directly into a design direction. The design, however, didn't accurately reflect an interaction with customers that was politically viable.

Rather than try to change the designs, which can become a case of treating the symptoms instead of the cause, we revisited the personas and scenarios to get them right. The subsequent design direction was immediately successful.