360 View of Insurance Customers

Utilize Salesforce Financial Service Cloud to provide a holistic view of Household information to enable business partners to simplify processes, strengthen the customer relationship and provide remarkable customer service

Role

UX Designer

Duration

1 Year

Tools

Sketch/Invision, Freehand

Challenge

Sales and Service associates take a holistic approach to acquisition and service by engaging customers at a household level. Associates collect a variety information about a customer's situation to understand the customer's needs and identify opportunities for improving the customer experience and cross-selling. The collection of information is, to the users, their household view of the customer and a key aspect needed for efficiently understanding their customer.

Myself, my spouse, my three children, my brother, a house, two cars, a motorcycle, and a boat.

What things do I have? Who do I live with? Who am I responsible for? Who is responsible for me?

Household Customer Perspective - Early Research

Family living together at one address
A non-married couple living together with separate finances
Family with a student away at college
Roommates living at one address
Couple paying their parent’s policy bills

Additionally, the customer's situations are not static and will change over time. These changes can lead to new, cancelled, or modifications of their Household products. In order to provide the best experience for acquisition and service, associates must be able to maintain alignment with the customer's perspectives as the situation changes

User Needs

As a Sales and Service Associate, I need to...

be efficient in my role, by having the content that I need readily available at a household level
be efficient in my role, by being able to quickly change the household to match customer's situation
quickly see customer's situation by easily understanding what has happened, is happening, will happen, and how they related to each other in a household
be aware if the broader context of the customer's household, by being able to see the people, products, billing and claims in the household
understand the customer's situation, by easily seeing what has happened across all channels
complete my tasks efficiently, so I need a process which requires minimal efforts

Participatory Design Workshop

Assumption Smash - compilation of all workshop attendees' knowledge and decoded which were facts and which needed validation

Interviews - 10 Sales and Service Associates
Post up - Collected user needs, pain points, and ideas on the household view
Affinity Mapping - make sense of post-up notes and group them to identify patterns
Flip it - Attendees turn their fears for the household view into hopes
Brain Writing - Brainstorming and building ideas through collaboration
Design in 5 (Storyboarding) - Rapid design the ideas generated from brain writing and identify 1 big idea
NUF Test - NUF test quantified each idea by rating each idea on 0-10 scale into 3 categories, New, Userful, and Feasible. This resulted in identifying the ideas that are short term and long term

Workshop exercises conducted by user research team. I was a participant

While User Research and Design team was busy analyzing Household information to create ideal experience, Product teams were building Household on CRM using Salesforce FSC package. Household Accounts, Policy Details, Billing, Claims teams were simultaneously building MMR screens along with Salesforce Architects.

MVP Screen Reviews

MVP screen reviews and recommendations with minimal experience enhancements

Information Architecture

Information Organization, Information Rank Order Survey Results, Information Audit

Research Notes, Paper Sketches

Wireframes

MMR Usability Test

This was the first round of feedback we wanted to get from our Household users to understand if the MMR is going in the right direction or not. Again UX Research and Design team collaborated together to plan and build a prototype with 3 different scenarios for usability testing.