HOMESITE INSURANCE
Exercise—
Insurance Dashboard
A test pilot prototype which served as foundation for our new 2.0 servicing platform, released early 2022.
FOSPRO is a new, state-of-the-art servicing platform.
Features include:
Generic brand cross-sell
Multi-carrier upsell
Multi-product
Scalability
Customizability
Why? Our current servicing platform is antiquated and, more importantly, not scalable to match the new technological landscape and new business and partner demands.
The UX goal was to craft a conceptual view of the future state of online servicing. Discovered was valuable data for conversation in the next steps.
(Roles)
UX Design
UI Design
(Methods & Tools)
Design Thinking
Mobile First
Affinity Diagrams
Figma
Usability Testing Results
Tableau
Google Analytics
Baymard Institute
The Exercise—
Strategy
Translate and envision customers' online insurance experience across all experiences, including devices, point of sales, and new and emerging tech.
Balance the customer's needs with business while not forgetting the 'other' users, the sales agents.
What does the customer need to do?
In servicing - The customer's path is a linear flow. Customers need to get in, complete a task, and get out, for example, making a monthly payment.
Who uses online servicing?
Everyone but the vast majority are Renters (HO4) customers. Over 90% come in to pay a bill, update info, file claims (7%), review documents, renewals and locate POI for additional interests.
Homeowners (HO3) usually have mortgages paid by escrow.
Condo Owners (HO6)
Multi-policy holders - Less than 1% have multiple policies, which is about 20-30K of our customers.
Who are our partners that will be using this?
Homesite, GEICO, Progressive, American Family, Midvale Home and Auto, The General, Root, Elephant, Apparent, Electric Insurance, Mainstreet, Bungalow, MetLife, Costco, OnStar Insurance, Nationwide, 21st Century, Dovetail, NFP, Compare.com, CoverMyStuff, National General, Cozy, Appalachian Underwriters, and Infinity to name a few.
Concerns
The technological landscape will change in the future due to emerging products, interfaces, devices, smart technology, and concepts. The use of social media among younger users can influence the UX landscape.
Research
Two user surveys (31 participants) on UserTesting.com - Research was conducted to learn about customers’ expectations and emotions when using online insurance and gain insight into how they view a dashboard experience.
Tableau analysis of our Google Analytics for servicing enrollment overview.
Baymard Institute, a subscription-based independent web usability research group.
Results
I led a presentation for the Assistant Vice President (AVP) of Homesite’s Digital UX Design Team, including the Head of UX Design and our lead UX Designer. My research and wireframe presentation was received well by the team.
This exercise will pave the initial foundation for the next steps of the future platform.
Conducted user survey to gain understanding on how customers felt about using online insurance.
A second survey was created to understand what customers thought an ideal online insurance looks like, including a dashboard experience.
The Dashboard Concept—
Customer's tasks
Based on the customer's most important tasks, I concluded to display an operational dashboard. This dashboard style imparts critical information to the customer, such as when a payment is due, a renewal coming up, claim status, and where to review policy information. From this view, they can drill down for more details. Using the familiar card UI style allows for easy customization and scalability for other products and CTAs.
Craft personalized messaging
Personalized messaging for the customer can speak to critical actions to review or show customer value by speaking to various messaging—for example, meteorological alerts. We ask the customer if they were affected by the recent Polar Vortex, which we can suggest and tailor an experience suited to their geography and policy. An excellent value add is reminding the customer to change the batteries in their smoke detectors and alarms.
Nudges and social proofing
The first section speaks to what benefits the customer. The section below speaks to business. Nudges to the customer for automatic payments help with user retention. Paperless option helps reduce costs. Opportunities for upselling for customers with pets, or flood coverage, primarily if residing in a flood-prone area. Leveraging social-proofing, mentioning that 75% of the homeowners in your area have flood coverage is powerful. Cross-selling can take place with our partners in the retail space.
Communication
In the Contact Us section, we can provide any channel the customers wants to use. Telephone number (costly), SMS text, or live chat or chatbot experience. More interestingly, leveraging the social media of their choice, the customer can speak with us and do their online transactions. Video chat like Zoom or BlueJeans, or maybe chatting to our call center via WhatsApp or Instagram.
Navigation
The bottom sticky navigation displays the most critical user tasks. Seeing a rise in mobile use, which is here to stay, the sticky bottom nav is suited for access with the user's thumb.
Wireframe of key pages
The Prototype—
OnStar Insurance
My conceptual wireframes were put into use for one of our newly acquired clients, OnStar Insurance. Below is an example of a happy path for making a rental payment.