Patricia N.
Sr. User Experience Researcher
Texas-Based Insurance Provider Digital Offering
Generative User Interviews
The challenge:
Having exceptional, JD Power award-winning customer service is something to boast of, however, overburdening them unnecessarily due to lack of digital offerings is less than ideal. A Texas-based insurance provider realized their inadequate digital app caused users to overload the customer support team for the most basic of tasks. In order to rehabilitate their customers' digital experiences, this insurance provider required a foundational understanding of their customers' insurance journey, as well as their competitors' customers, to strategically learn and plan their app revamp.
My role:
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Senior UX Researcher, leading and executing all research aspects
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August 2022
Industry:
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Insurance
My responsibilities:
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Orchestrated the research strategy and execution
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Coordinated with my design counterpart and key stakeholders to identify exploratory topics
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Created, facilitated, and analyzed moderated remote user interviews
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Crafted the results readout deck with my designers' input for recommendations and presented to the stakeholders
The Approach:
To provide customers with an app that thoroughly fulfilled their insurance needs, thusly unencumbering customer support staff and enriching retention and usage, the pain points, needs, and opportunities needed to be uncovered. In-depth moderated user interviews allowed deft discussion with customers and non-customers, gleaning foundational insights around insurance topics, such as choosing a provider, understanding their policies, submitting claims, mobile app expectations, and the like.
The Impact:
After a seven month pause in project work due to Client delays, I rolled off the project, but future rounds of user research and design were completed. Leaning heavily on the primary research data, the new app was built around features like biometric sign-in, offline ID cards, policy overviews, and streamlined claim filing. The app will be launched around December 2023!
