Challenge
How can we create consistent experiences for our advisors and small business owners across all of their touch points with us? Do their expectations align with the customers?
My Role
I was the lead on the project, managing everything from research design, secondary research, recruiting, facilitating, analysis, and presenting to stakeholders. Two other UX designers assisted with recruiting, facilitating, and other tasks throughout the project.
Process
Secondary Research
I love using secondary research as a starting point since its free and easy to access. It can start to give you an idea where the gaps are in your research and what types of questions you need to ask.
For this project, I pulled together:
Industry studies from Limra
Customer demographic data
Call center topic logs
Quantitative Study
I worked with our internal research team to utilize our community of customers. We designed two surveys - one that focused on enrollment and one that focused on servicing.
"Be more transparent when trying to get me the best deal for my current life situation and finances."
"I would change how complicated it is to read everything to make sure its a good fit for my family."
Interviews
We recruited a mix of external advisors, external small business owners, and our own advisors and business owners. Since both advisors and business owners play such a role in the process of managing employee benefits, we asked the same questions to each. Our hypothesis was that there would be discrepancies in how they wanted to work together, but we learned that they both desired the same thing -- to be informed during the process but not play "the middle man."
Key research questions included:
How do you manage your employee benefits today?
What's your process for initial enrollment? Annual enrollment? Coverage changes?
What's your ideal interaction with your broker/business owner?
What's your ideal interaction with the insurance carrier(s)?
Outcome
Design Considerations
Since this research was generative in nature, it wasn't tied to a creating a new product or feature. This means that design wasn't a component of this project, but there were insights that will be used to drive product features and design decisions once we're ready to build.
