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Improving the communication experience and the process of complete purchasing insurance between the agent and his clients.
The process of purchasing insurance by an individual includes documents for signing. His agent sends his clients documents and ask him to return it back to him signed by him. The same way, there is few more process between them, like upload needed documents such as ID photocopy, or viewing some document the agent send to his client.
Characterization and redesign of the existing process that the company worked with. I worked closely with the product manager and the company's vice president. In my role I was required to understand what did not work properly in the existing process, characterize the needs of agents and their customers and reshape the product's visibility according to the company's messages.
Elifim Insurance Agency did not know a digital product of this sort earlier. The agency contacted its clients through SMS messages, that are being sent to unstable, irrelevant, and unpleasant websites. I took this problem as a challenge, and led them to a system that’ll improve their connection with the clients on all levels; efficiency, uniformity, and visibility.
The insurance agents had to work in a method that couldn’t satisfy the insurance policy’s buyer, who is the main user. For example, this was the process of signing a customer’s document:
1. The customer received an SMS with a link to the website he needs to enter and begin the process.
2. A site page, in which the insurance agent introduces himself and his details, and requests what he needs from the customer to deliver to him: a signature on the attached file.
3. A page with the signature space and a signed document by the customer. It seems as if there’s no visual connection between both of them, therefore it’s unclear on what the client needs to sign.
4. The “thank you” page, that serves as a preview of the signed documents by the client.
I felt a specific pain as a user when I tried to go back to the link so I could edit the signature or even undo it, but this is the page I arrived at: (“the document is already signed” and there is nothing that can be done about it).
Interviews
I had a few interviews with agents of the company, veterans and juniors alike. I asked them questions like:
1. Do you think the process as it is currently conducted in front of customers is appropriate?
2. Are there customers who abandon the process in the middle?
3. Are there time when you need to repeat the process in front of the customer several times? The agents have repeatedly reiterated their desire to a screen area where they could properly present themselves to the customers, their details, and the company to which they are associated.
I also had conversations with clients when we’re performing the process together, and I tried to understand from them what doesn’t work out for them in the process, or what they would like to see differently. They said things like, “I’m not sure if I can trust them”, or “I wasn’t sure where I needed to sign, or how to upload a file”. Some of them used the term “cheap”. They didn’t feel as if something serious was behind the system.
I have created 3 kinds of personas to define for me the needs the users would have based on the interviews I have done with them. I chose to create them based on a few type of personalities who's might to use this platform.
An independent insurance agent, who works in collaboration with a large insurance company. The insurance company allows her benefits, so she could use it to subscribe people in that company. Meital invests a lot to improve the conditions of its customers and she is valid for them almost 24/7.
The main need: Meital care about her personal image Infront her client. She care a lot about her clients, and love to be in contact with them as much as they need.
Jordan is a young and healthy man, who currently works hard between 10 to 12 hours a day, in order to save for the big post-military trip. For this reason, his parents force him to arrange his insurance affairs in order to be covered in case of an emergency.
The main need: Yordan does not have too much free time, and dealing with such bureaucratic issues exhausts him, so he wants such a process to be as quick as possible.
She retired about two months ago, after she has been worked as a teacher of science and the human body. Miriam is an overall healthy woman, apart from problems in her eyes that make it difficult for her to read closely. Miriam's digital literacy is average for her age, so she does not use her mobile phone for complex issues such as banking services.
The main need: Beside the Miriam's eyes problems which make it difficult for her to use apps, Miriam would like the most things to be designed in a simple and clear way.
I chose a structure that’ll bring together on one main page all the desired actions. This page shows the user what type of action he’s required to perform. Circularly, at the end of each action, the user returns to the main page. When the user has finished performing all the actions required by him, he can send everything to his agent.
Signing document flow:
After understanding how the system should look in terms of its structure, which is a main page like a “lobby”, that contains all the actions in a visible way, each document on which an action is required has its own card, and the type of action to be performed on it. In this way, it will be possible to make sure that the customer does not miss out any request from his agent, and it is especially clear to him which actions have been taken, and which have not.
“Trust” is the main idea that guided me, because of customer comments and the process that can be sensitive (like personal documents, etc.). Therefore, I thought about how to give the system an elegant and pleasant look and feel, in order to try to “neutralize” the feelings like mistrust and contempt. I decided to choose a complimentary peaceful color palette, and design the whole system in soft radii. Here are some of the screens I’ve created:
BUT The customer did not like it. A few days later I initiated a conversation with him, because in general it is difficult for me to remain calm and satisfied when my customers do not say “wow” after I present them with the final product or the project. He said that the new design did not excite him, and was even boring in his opinion. He told me he was expecting to see something that would make him feel “butterflies” in his stomach. I took his things into consideration, and though how I could bring him to such a feeling. I had an idea: Contrast colors and images.
Trust
I wanted the customer to feel like he was coming into a process that has both a beginning and an end. So, I designed an opening and a closure. In addition, I added an animated extension to the end, so that the user would end the process with a more pleasant feeling. I put the agent’s picture to show that there is someone behind the process from the beginning.
Clarity
(in the context of ‘clear’). The home page collects all the required actions clearly, with titles and divided into sections, that the user must complete. The user can now edit, know if he is fling something wrong, and make sure he does not miss any task.
Personal Area
agents repeated this a lot during the interviews, that they want a personal area system that will present them properly and their contact information.
The document management system was for me a total experience. In the process of characterization and design in a very real way. I received from the client his desires as an organization what problem needs to be solved, and with this data I initiated a full characterization and design process. At the end of the process, the client and his agents felt that a really difficult problem has been solved for them, that they even had a hard time explaining in words before.
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