Company
Liberty Mutual Insurance

Challenge
The online policy change flow needs to provide confidence to the user with a simplified experience and progress bar, and increase completion rates.

My Role
Partner with product, & development - embedded in agile team, workshop facilitation, information architecture, iterative user experience design, branding, research & user testing in collaboration with research team, presentation demos with leadership team

Final Designs
Before vs. After

Project & Strategy Kick-Off

With this project, We decided to focus on the online policy change flow as a priority due to high drop off in the process that we leveraged from qualitative click data metrics. The drop off in user flow was caused by a confusing progress bar, and too many steps to complete a task, which is feedback we received via Quatrics surveys. We first identified pain points in the existing process from user interviews which also helped drive our core user personas, setting the foundation for many of our projects with this team. Our core user behaviors were identified as:

• Digital first; calls when frustrated

• Comfortable handling situations that are familiar

• Feels responsible for protecting her assets

• Asks for advice when she needs it

• Triple checks things

• Tries to get the most value for her money

Our persona ‘Alex’ frustrations were identified as:

• When the process is uncertain or overly complex

• Not knowing what is and isn't covered

• Too many passwords (#cheatsheet)

• Too many choices or too much content

• Lack of confirmation

Their goals were identified as:

• Tasks completed efficiently and thoroughly

• A firm understanding of what's happening and why

• Confirmation—on screen and in email

• Transparency—process and timeline

Problem statement

Alex, who feels obligated to deal with insurance, goes online first to try to self-serve, but faces uncertainty and seeks confirmation and completion only through necessary touch points.

Card Sorting Workshop

The next phase of this project was a card sorting workshop that I organized and facilitated with the team in an effort to prioritize and better define the many personal insurance coverages. The goal for this workshop was to align with the team on the appropriate categories of coverages, as a precursor to create the information architecture for the user experience.

Brainstorm & Ideation

Once we had established the priorities, content, we as a team had a whiteboard sketch session to identify key steps in the process, which was the foundation for the information architecture. This was an important step to align on the user flow, and where to eliminate unnecessary pages. We identified that there needed to be a better organization of content into clear categories, to make it clear for users where they need to go, as well as better indication of progress in the user flow. We also added important help text for the user. As we went through several rounds of ideation with product and development, I facilitated hallway testing for early and often user feedback, as well as moderated user testing with a functional, clickable prototype. The final design significantly improved the completion rate for users looking to change their policy online.