The client’s platform aims to be the one-stop solution for all the needs of an insurance agent. Right from the point when potential candidates show interest in becoming an agent or clearing the state exam to get licensed in a Line of Business to the point when they process their clients, their products are there to help him across different stages of execution.
The average age of Insurance Agents in the US is 62 Years. The client wishes to reduce this metric and bring it down by bringing in younger agents in the industry. They wish to get young people of 30-40/45 years of age to be interested in becoming insurance agents and hence, pursue the certifications.
We followed an User-Centered Design (UCD) process, which is an iterative process in which we focus on the users and their needs in each phase of the design process. Our team involved users throughout the design process via a variety of research and design techniques, to create highly usable and accessible experience for the user.
The first stage of the design approach was to research and perform a study to understand what motivates a person to become an insurance agent and how can that be translated to a younger audience. We used several methods that contributed hugely in our discovery:
In survey research, the people who respond to the survey are a sample of the population. The goal is to obtain a representative sample to be certain that the people who respond to the survey represent the thinking of the entire population, as if you had a 100% response rate.
Some key Findings of the survey:
Most people do well taking a ‘crash course’ a few days before and then take the test after the info is still in their heads! We analyzed the platforms offering online courses as our competitors and came up with the following pros and cons:
Competitive analysis provides strategic insights into the features, functions, flows, and feelings evoked by the design solutions of the competitors. By understanding these facets of competitors’ products, we focused on strategically designing our solutions with the goal of making a superior learning experience.
During the Define stage, we put together the information that we have created and gathered during the Discover stage. This is where we analysed our observations and synthesised them in order to define the core problems that our team has identified up to this point.
Based on our insights and primary & secondary research, we also created:
What users are we targeting for this product? Building User Persona can align with the marketing and design team for their inputs, they would have these answers as it is key for targeting.
The ecosystem map is a representation of how the user interacts with their immediate surroundings and how it influences their choices. The ecosystem will help us understand the bigger picture and also will show us the way forward.
The goal of customer journey mapping we created was to understand not only if people are happy using the product but also seemingly tangential factors like how they react to the advertising and sales strategy or what their experience is with the customer support.
During the third stage of the design process, we start generating ideas. Since now we have grown to understand our users and their needs, and also analysed and synthesised our observations, we have a human-centered problem statement. With this solid background, our team starts to “think outside the box” to identify new solutions to the problem statement we have created, and start to look for alternative ways of viewing the problem.
We created various rough sketches for ideation:
Our team now produced a number of inexpensive, scaled down versions of the application, so they can investigate the problem solutions generated in the previous stage.
We created various low-fidelity prototypes:
We were able to achieve these outcomes after following our design approach process of all the 5 steps and iterating it to reach our desired goal.
Reduced cognitive load on learning
Gamification leading to higher interactions
Encouraged young people to enter the industry
User Experience and accessibility was redefined