GILES ROLLESTONE | Design: RSA



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Area of expertise: Information architecture & interface design
Client: Royal & Sun Alliance, London

The vision for Sequence involved setting a totally new standard for home services.

Building long-term relationships, not just one-off transactional ones and becoming truly customer centered, offering a full range of home related services (not just buying, selling, renting and letting).

Project: Web based application - digital business
Role: Lead User Interface Designer
Company: Scient/SBI

The situation
Royal and Sun Alliance (RSA) operates over 350 estate agents in the UK and undertakes 60,000 property transactions per annum, representing house sales of over £5bn.

The objective was to improve the competitive position of the business and increase sales of high margin financial services products, eg mortgages and insurance by 10%.

The other objective was to reduce costs by 30% by digitising the processes in the branches and operating them centrally.

Results
Developed a web enabled application with screen layouts tailored to the needs of both employees and customers for the in branch viewing of the properties held on-line.

Almost 300 transactional pages with many complex business rules and work flows, built using Weblogic with an Oracle database.

Developed a sales application for personnel to provide information and expert guidance to customers in the branches. As a result personnel are able to service customers and sell in an informed and professional way.

Scient redesigned and centralised business processes to improve marketing effectiveness and drive down administration costs.

My role
The project required an interaction design framework (screen level architecture), prototype and full detail design specifications in response to user research, the needs of the business and user testing.

This was a highly client-facing role. Giles was responsible for:

Usability and interaction design direction across the entire application. Up 300 individual functional screens/components.

Managed and mentored User interface design team.

Developed best practice user interface (UI) design recommendations based on existing prototypes and directions developed by the RSA's development team.

Created and developed interaction flows/UI wire-frames in response to the needs of the business (expressed via use cases) and needs of the potential users.

Worked closely with the client to understand and validate UI design directions.