MySurrey Account Experience

Product Design + UX Strategy


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https://kaveh.design/wp-content/uploads/2021/05/account-portfolio.mov

Project Info
Project Info


Context
Context


Risk & Challenges
Risk & Challenges


Research
Research


Value Proposition
Value Proposition


Product Design & Roadmap
Product Design & Roadmap


Continuous Improvement
Continuous Improvement


Takeaway
Takeaway

A growing product with more than 80,000 users

[2017 to 2021]

The problem of having so many accounts:

The number of online services has constantly been growing.

Over the last decade, the city of Surrey has been offering many online services. To use some of these services, the customer had to create an account to use a specific service only, and over time, they would have multiple different credentials to use all the offered services (up to 14). As we started designing and building online services in-house in 2015, we noticed we had to add the “account” feature to some applications for users to log in and have visibility on their applications and requests, which meant even more accounts.

There was no question that such an approach was not sustainable to maintain overtime or get insight from user accounts data. Also, the users wouldn’t have a great experience trying to memorize all the different credentials. On top of that, the brand experience wouldn’t be seamless either. The MySurrey Account Single Sign-On was the response to address this problem.

Identified risks and challenges

 

Validating the hypothesis

 

We wanted to define the scope of our first release of a Single Sign-On solution through the research phase. I helped the project team to get a good understanding of the whole ecosystem through the following activities: 

Minimum Valuable Product

After analyzing the research outcomes, we could identify the envisioned value of a single account:

 

Dreaming for future, designing for now!

Right at the beginning of this initiative, we realized that getting to the product vision would be a non-ending work, a long journey for the city to get to the ideal state. Prioritization was the key to deliver tangible results, and agreement on vision was crucial for a clear direction. We achieved the alignment on the direction and prioritization through several workshops, presentations, brainstorming and ideation sessions:  

The future starts now!

The experience of a MySurrey account holder has been evolving since its first launch. I have worked closely with different stakeholders to plan and design for different phases of continuous improvement. The main areas of improvement have been: 

Multiple online brainstorming sessions with different stakeholders to ideate on the migration direction

It’s not a one-man job!

MySurrey account is a product that has many overlaps and interactions with other systems, which made the stakeholder buy-in process very challenging. I realized the fundamental approach to take in these products is to be collaborative and receptive to all the ideas and find a way to facilitate the ideation and brainstorming flow. The rest would come naturally after.

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