Reimagining Global Entry Enrollment
At a glance
Team: 21 Designers across 8 Disciplines Time: 10 Weeks (Winter 2024)
My Role: Project Co-Lead, Research & Presentation Teams Co-Lead
Tools Used: Figma, Miro, Google Workspace, Botpress
Key Methods: Market analysis, survey, user interviews, user types, competitive analysis. affinity mapping, journey mapping.
The Challenge: Enrollment centers for Global Entry, a federal trusted traveler program, were overwhelmed, and applicants struggled to get interview slots as demand kept rising. Deloitte asked us to reimagine enrollment through the program’s mobile app.
What I did: Co-led the 21-person project and its research and presentation teams. I guided research from a 224-response survey and 29 interviews through synthesis, led our journey mapping, and helped build an AI assistant prototype in botpress.
The Result: A redesigned enrollment journey, presented to Deloitte, that cut estimated application time from almost an hour to about 10 minutes in testing.
Research
We surveyed 224 people, interviewed 29 current and potential members, analyzed 13 comparable services, and affinity-mapped more than 600 notes into actionable insights.
Insights, Users, & Journeys
We extracted a few main insights including; Applicants carry the burden of enrollment, the program’s benefits are poorly explained, and members fear it will become a victim of its own success.
We captured these in 6 user types and mapped their journeys, from first hearing about the program through renewal.
Handoff to Design
We worked with our design team to ideate and build a new user experience simplifying the journey from onboarding to interview, with scan-to-autofill required forms, a progress tracker, and an AI assistant.
Testing & Presentation
Usability testing with 15 participants helped the team to refine our designs before we presented them to Deloitte at ‘Fast Lane,’ a live showcase.
