03. INSURTECH DASHBOARD
BUSINESS GOAL
Reduce customer support effort for routine activities
MY ROLE
UX Research Lead
TIMELINE (for research activities)
3 Months
Research goals
1. Identify pain points and improvement points in the user dashboard
2. Identify pain points and improvement points in the stakeholder dashboard
Project roadmap
01. Data assessment
Analytics analysis on customer platform using digital and visual analytics (Google Analytics & Hotjar)
02. Usability test
Testing on front-end dashboard with potential users
03. Contextual inquiry
Interview on back-end dashboard with stakeholders
04. Experience mapping
Creation of customer journey mapping, user mapping and service blueprint based on research insights
05. KPI dashboard
Design and creation of a KPI dashboard to monitoring product performance
06. Redesign
Redesign of front-end and back-end dashboards
My role
As a research lead my role was central in all the research phases and was instead of support in the final phase of redesign
My main responsibilities were:
-
guarantee high quality of the research work and of the insights that emerge with respect to the business and research objectives
-
coordinate the research team of 2 researchers
-
select and create the most consistent and useful service design deliverables for the project
Approach
The first activity of the project involved in the creation of a data assessment on internal management system and customers one through the digital analytics available on Google Analytics and the visual analytics (heatmaps and recordings) available on Hotjar.
Furthermore, the research included an examination of the criticalities of the UX and UI of the management system available to customers through eye tracking tests and task analysis in the laboratory.
The activity with end users was accompanied by a contextual inquiry to analyze the experience of employees on the internal management system.
Contextual interviews were conducted remotely with 7
employees in the 3 main roles interacting with the
management system.
In the end, we identified a typical customer
journey and typical user journeys of employees and built a summary service blueprint.
Outcome
-
The figure of the insurance broker is poorly known, but the need for support and advice is widespread.
-
The idea of an environment in which to collect and manage all the policies is a winner, but the dashboard failed to reassure the user and build a relationship of trust with him because it seems to be made for experts only
-
Employees consider the internal platform as a "library", but do not consider it fully functional for their needs. Its real potential could be to enclose the majority of users' daily activities
The dashboard and mail are 2 completely separate worlds.
It would be fantastic to make them communicate!
42
redesign guidelines for the end user management system
32
redesign guidelines
for the internal management system
Reflection
The project went well: the client was satisfied especially with the research part. Despite this, some interesting lessons learned have been emerged
-
To ensure that all the desired dimensions are investigated during a contextual inquiry, tasks can be prepared as starting points for investigation, but they cannot be used to do a real task analysis during the interview
-
To ensure more efficient communication with the designers (especially if they have not participated in the research phase) it is important that the researcher prepares a concise and operational requirements document for the design team (for example a user stories document)