Improving measurement processes to increase meaningful impact.
Brighthouse Financial (BHF) is the child of Metlife, a separate company focused solely on annuities and life insurance products, with $254 billion in assets. When BHF was created in 2017, it was unique in the financial services space. It had the flexibility of a start-up with the stability of MetLife’s reputation.
A Problem.
The people of Brighthouse Financial knew what products they were going to offer, but they had to figure out the brand and what kind of a company they wanted to be. In spinning up and defining Brighthouse’s digital presence, the digital marketing experience design team needed to develop a program for evaluating the performance of its digital properties. The XD team had high-level performance goals and a scorecard for visualizing reporting when they brought my team in to help them go deeper and refine their approach to measurement.
An elegant solution.
Together with the BHF XD team, my team conducted a comprehensive assessment of BHF’s existing analytics tools to determine gaps and recommend incremental improvements to strengthen BHF’s measurement capabilities, created a program plan to operationalize KPI measurement processes and maintenance over time, and conceptualized a dashboard to visualize performance at varying levels of detail.
Source information
Brighthouse history: https://www.brighthousefinancial.com/about-us/our-story/
Leveraged Capabilities
XD Team Leadership
Experience design direction
Program and project management
Client relations
Stakeholder engagement strategy
Program strategy writing
Design/Innovation Strategy
Concept envisioning
Multidisciplinary collaboration
Content/Communication refinement
Workshops
Mixed Methods Research/Ops
Research design and planning
Generative primary research
(IDIs, qual analyses, participatory design workshops)
Evaluative primary research
(Analytics assessments)