Starting off
Most insurance customers don’t think about their accounts much throughout the year, which is pretty standard in the industry. But when they do decide to check in, they want to find the information they need quickly and easily.Since the launch of the first customer dashboard in 2016, we’ve haven’t made any improvements up to now (2019). Let’s dive in!
Approach
Our goal was to really get to the heart of the right challenge to tackle in a user-focused way, so we could find the best solution. We had a diverse team with skills in analytics, tech, copywriting, and UI design. I took the lead on the project and UX, overseeing both the interaction and visual design aspects.
Methodology
I went with a process that included: Discover, Define, Create, and Deliver. Just my style!
Discover
I spent a week collecting customer insights. I was curious about the key tasks customers performed and their order of importance. To get a complete picture, our team divided up the work. We dove into data analysis using quantitative methods like Google Analytics and qualitative insights from FullStory session replays to understand how users interacted with the current setup. I also took the time to do a content audit, checking out both existing and new design standards.
Define
We found that no analytics was setup, so fullstory was the main source data. The stats showed that customers frequently accessed their quick links. So, I teamed up with two fellow designers to brainstorm and organize the information using a marker and a whiteboard.We noticed that the quick and easy actionable items could be improved since they seemed visually disconnected from each policy account, even though they were closely related.We identified the key priorities for customers which were: Documents, Policy Details, Payments, Edit Policy, Moving, and Claims. We categorized these items based on direct and more frequently used vs non-direct and less frequently used edits to the policy, aiming to streamline the process of making updates as quick and easy as possible.
Create
I got to work and created some wireframes to showcase a more streamlined version of the dashboard. Each policy now has its own drawer filled with related actionable items, making it easy to navigate to their respective destinations.I also integrated notifications directly into each policy instead of using generic site-wide alerts. The Moving and Claims sections were placed just below since they aren't used as frequently and aren't directly tied to the policies. To enhance self-service and retention, I included FAQs to tackle common questions.I collaborated with the tech team to ensure all technical aspects were feasible and worked with copywriters to align the messaging with our customers' needs. Then, the UI designer began applying the design aesthetic to the wireframes to wrap things up while the tech team ramped up their efforts on the project.
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Deliver
Before launching, we added analytics for sure. it was now time to monitor the analytics and session recording data to see later how we could scale to add future improvements.
