Project Ask

Orchid Insurance sells a variety of insurance to agents who in turn sell insurance to customers. Agents go through a quotation process with the customer and eventually receive underwritten policies that customers buy. The existing system was plagued with usability and workflow problems, and so Orchid wanted us to figure out how to improve their agents' experience.

My Responsibilities

  • Determine best research strategy to fix problems in the experience
  • Lead and manage UX team members in research and design activities
  • Present and advise client on UX research

Challenges

  • A long, complex quotation form and process filled with industry nomenclature and business logic
  • Understanding intricate insurance agent workflows and behaviors
  • An outdated system filled with unknown usability issues

Approach

MEDIUM

Desktop

METHODOLOGY

  1. Stakeholder Interviews
  2. Ethnographic Interviews
  3. User Flows
  4. Feature Planning
  5. Prototyping

Process

After speaking with stakeholders, I performed several user interviews to gain complete knowledge over the insurance claims process and learn the workflow processes of claims adjustors

I then extracted my research and translated it into user flows where I could begin task analysis. From this activity, I was able to come up with features and designs that accurately supported the user at different points of their flow

 One segment of the entire agent workflow; research insights, design musts, and questions are collected in each step

One segment of the entire agent workflow; research insights, design musts, and questions are collected in each step

To help control feature scope, I also built a feature matrix in Google Docs to centralize and manage features, while outlining an MVP approach.

Designing from the user flow and MVP features, I sketched and produced an Axure prototype that was ready for usability testing.

 Dashboard of the agent portal based on the user interview and user flow research

Dashboard of the agent portal based on the user interview and user flow research

Finally, I had proposed a full information architecture phase to solve problems with labeling and categorization. The current form was large, filled with business logic, and complicated language.

Results

  • Strong research that outlines an agent's typical workflow process, along with design solutions to dramatically improve their process
  • Ongoing contracts for revamping the entire brand and design of other areas in the application
  • Successfully became a subject matter expertise in insurance quotations