PRIMERICA
CX | UX RESEARCH, DESIGN, STRATEGY
PROJECT | DCE (Digital Client Experience)
TEAM
UX Research Lead
UX Design Lead
V.O.C Lead
UX Director
Content Management
Marketing
Legal
Technology Systems Management
Development
Quality Assurance
Product Owners
Scrum Master
SKILLS + TOOLS
Systems Design
Lead Design Sprint Exercises and Research Initiatives
Qualitative Research
Competitive / Disruptor Reviews and Analysis
Expert Audits on Existing Products
SWOT Analysis
Surveys
Customer Experience Ecosystem, User Flow & Journey Mapping
Assisted with standardizing design systems elements as needed
Established a design operations template called OP.EN.ED (Operations Engagement Education)
Axure Prototyping
TIME FRAME
6 + months
OBJECTIVE
The insurance industry has typically been rooted in tradition. However, as we move to a more digital word, the behavior and expectations of consumers are changing.
As technology begins to change the insurance landscape, I was tasked with helping the business technology department better understand needs, how to be more user-centric, and how to adapt to a more digital future. To help teams empathize and better understand customers, other teams’ role, and the end users.
DISCOVER + UNDERSTAND........SPRINT
Tasked to work with disparate teams within the department, it was important to make sure everyone understood how they collectively fit together within the department, were aligned and working towards the same goal, and understood how their work affected the end to end customer experience.
Connect with people
Understand the environment ( I make maps ) and the relationships that do or do not exist.
Assess Capacity
Start to create structure + Build relationships + Tap into resources + Understand the Technology and Tools
Crucial to the design sprint | Good Data
Forrester Account
Industry Differentiators
Competitive Analysis
Financial Climate
Life Insurance Climate
Stakeholder Interviews
Product Owner
Development
Systems Management
Marketing
Legal
User Interviews
16
Worked with 2 UX designers
Helped them refine their discussion guides, mind map and categorize sentiment and notes, define major and detailed findings post interview
Sample of Major Findings that came out of the Affinity mapping session
1. Users want a site that provides them accreditation and informs the client
2. Users have difficulty locating where they should log into their account
3. Users desire a streamlined way to change their password as now they are not able to.
4. Users need informed about their options for insurance and desire a comparison of options.
5. Users, in order to remain loyal need their provider to advocate for their needs and not sell them on a one size fits all product.
6. Users desire the ability to make changes to their personal information such as updating their address and or phone number
7. Users desire to change their beneficiary percentages and the beneficiaries themselves as they currently have to submit a paper form
......
FAQs from Customer Service
Secondary Research
Empathy Mapping
Participants reviewing and voting on solutions and experiences they felt most
We then focused on categorized pieces/parts to be implemented into the user journey
Journey Draft 1
Journey Draft 2 Post Sprint
Communicating ideas and checking for technological and developmental constraints
Communicating ideas and understanding technological and developmental constraints
Concept Testing Static Screens with 5 reps
1. Users want more detail within the policy summary broken down by category.
2. Users do not notice the left rail as a slide out but as a permanent fixture.
3. Users do not make a direct connection with what is happening with the "financial house and feel the elements should be more connected.
3. Users want to see what they are paying in to their policy and who is covered displayed saliently on the page.
The Iterative Process of Design, Test, and Refine continued as a formalized process.
Further testing was done via:
1. Regional Conferences
2. Remote and In person moderated Interviews
3. Unmoderated testing via UserTesting
Sample of Iteration Testing General Population via User Testing
More Initiatives
