Understanding the Problem
Through UX audits of both sites, as well as data usage, voice of the customer and employee, it was simple to see the primary goals of each role from brand awareness through service interactions. This comprehensive understanding, along with insights into basic capabilities and communication needs, confirmed the necessity for a unified technical solution spanning from public to private sites to ensure a consistent user experience. Adopting this user-centric approach enabled the teams to develop a reusable design language system, featuring rebuilt components for accelerated experience development and prototyping, while simultaneously reducing technical debt by leveraging a singular solution for the future.
Proposed Solution
By teaming up with our engineering partners we developed a strategy where in the digital enterprise team provides a core platform that serves as the foundation for Amerisure’s business capabilities. This platform integrates modern solutions for security and cloud management, alongside enterprise capabilities such as notifications and workflow management. By leveraging this platform, the business can concentrate on its core strengths – serving the agency and policyholders.
customer goals
industry business capabilities
Data Based Approach
Following the initial discovery phase, we further utilized data to validate our assumptions. This involved conducting customer interviews, engaging in industry research, performing a UX audit incorporating usage data, conducting employee interviews, and evaluating system usability scores. Additionally, we employed A/B task-based testing through a testing platform to refine our findings and insights.
user quotes from interviews
industry (competitor) research
task based a/b test
employee system usability score (SuS)
Creation of North Star - From Data Above
Following qualitative and quantitative data analysis, the team directed its attention towards mapping user journeys across three critical moments of truth: the decision to purchase, filing a claim, and renewal. This involved creating user journey maps and personas to prioritize features for the minimum viable product (MVP) and develop post go-live feature roadmaps.
end-2-end interactions with benefits
personas
prioritized user journeys
Final Digital Experience
Through this endeavor, we achieved a more cohesive and consistent user experience (UX) for all end users, both internal and external, by implementing a unified design language and leveraging a single platform. Phase 1 focused on enhancing the user interface (UI) for both platforms and establishing streamlined pathways for report downloads. In Phase 2, in alignment with backend systems modernization and our digital strategy, we will ensure the relevant data is accessible to users at the appropriate moment in their journey.
public site redesign and replatform
private side UI redesign before and after
Portal User Video - Phase 1
Future Iterations
