Statewide Workers Compensation Insurance Company
The Problem
A Statewide Workers Compensation Insurance company wanted to launch a new initiative in 2018 to focus on their policyholders from a customer experience and user experience perspective, and create a seamless experience across their digital products.
This initiative required deep understanding of policyholders, yet no previous research had been conducted with their major customer base.
The Method
User Interviews
6 stakeholder interviews
4 interviews with the customer service team
30 semi-structured interviews with policyholders and agents
Usability Testing
Ongoing usability testing and SUS testing.
Formally benchmarked usability on 7 major task flows
Data Analysis
“Big data” analysis of customer service data and policyholder databases.
Analyzed the 30 semi-structured interviews to reveal customer attitudes.
Solution + Outcomes
Design Thinking Tools
We provided the client with a comprehensive, interactive user database to serve as an internal foundation of user insights. By integrating with the design team, we provided them with the guidance to develop a sustainable internal research practice and the training to ground future design decisions in sound user experience research. This allowed them to shift to a design strategy based on user insights.
Usability Improvements
Based on user research, we were able to recommend optimizations and redesigns to the policyholder experience in the following areas:
Public website and logged in task-based experiences revised to decrease time on task and eliminate user frustrations (based on user journeys).
SUS scores for prospective clients projected to increase by 15 points. Research revealed that the SUS score given by prospective customers was 20 points lower than the SUS score given by existing customers because of a lack of design consideration for this user group.
Revealing mismatches between effort and impact. Our research revealed for the first time that over 40% of existing pages pertained to safety tools--the least utilized and least popular feature on the site.
User Insights
Identified six policyholder personas based on user research data.
Research revealed users' common tasks by role. Previously, design decisions were based on a single "policyholder" persona that did not account for differences in attitudes, motivations, and tasks performed.
Before and After: Public Site
Before
User interviews and a detailed heuristic analysis revealed a wealth of usability and marketing errors.
Most significantly, interviews and usability tests with non-client business owners revealed much lower scores and a significant lack of acknowledgement of prospective clients in the public-facing site.
After
A complete overhaul of the public-facing site allowed the company to effectively address and target new business owners and prospective clients, a capability that the original public site did not address at all.
Design and messaging is aligned to customer values and needs.
