Re-inventing an Insurance Agents Portal through UX @ UX-Lx 2014 (Lusitania Seguros)
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Lessons in applied usability for enterprise web applications. Challenged to re-invent an insurance portal, from the ground up, for Lusitania Seguros, we dug deep into our UX arsenal and started a path with our enthusiastic customer to discover just what it could be. At project launch we’ve re-discovered how disruptive UX can be and found out as it can serve as a great innovation enabler and transformation engine for whole organisations.
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Re-inventing an Insurance Agents Portal through UX @ UX-Lx 2014 (Lusitania Seguros)
- 1. Re-inventing an Insurance Agent Portal through UX
- 2. Tough times in the insurance industry
- 4. Ready for Change Motivated to challenge the status quo
- 6. Challenge Create a Page Design
- 7. day 1 day 2 day 3 Learn about the app Meet the users Wireframing New vision presentation
- 9. PROJECTS CAN BE WON WITH BLACK AND WHITE Wireframes are a great tool to sell a vision Mainly when enriched with business and user context
- 10. Mandate Start from Scratch! Extremely supporting environment Designated liaisons inside organization Outlined a UX process plan
- 13. BusinessAnalysis Learn the “business” ropes … 1 week
- 14. BusinessAnalysis Define clear goals Understand the business Interview main stakeholders Review current application(s) Get some application analytics Figure out the different user profiles Identify what to ask the users
- 15. CONTEXT IS KING Don’t learn the business with the users Create a context rich environment Identify goals and constraints
- 16. BusinessAnalysis UserResearch Let’s meet the users… 2 week s
- 17. UserResearch UserTechnology The car alone will not win any competitions without a great fit with its driver
- 18. UserResearch Planning Identify the different user profiles Talk, at least, to 2 users for each profile Dress apropriately – blend in Don’t take a comitee – 2 people, max 3 Bring someone they already trust Go analog – digital is scary
- 19. UserResearch What To Do Create rapport Compliments and Complaints Where do they spend their time Known Unknowns vs. Unknown Unknowns 3 things we must fix 3 things we cannot break Gather, organize, prioritize
- 20. Users missed the previous app Difference between internet and enterprise users
- 21. UserResearch Conclusions Simplify navigation Easier access to information Re-organize main pages Improve invoice management Better overview of their business
- 22. EMPOWERING USERS CHALLENGES THE COMPANY Better support to users usually means more access to data More data access means higher transparency Transparency exposes company inneficiencies Company must be willing to buy this fight
- 24. Wireframes
- 25. Wireframes Solution Design Don’t let ideas escape Rich context makes it a ton easier Information organization is key Keep sketching IA comes hand-in-hand with mockups Challenge designs continuously
- 28. MOCKUPS ARE A POWERFUL CHANGE MANAGEMENT TOOL Everyone can understand what the changes mean and where the company is headed You can defeat the unknown … make change easier!
- 34. VISUAL DESIGN IS KEY FOR INITIAL ADOPTION Usability benefits only kick in after the initial impression
- 36. LiveStyleguide Why a Live Styleguide Styleguides are key for consistency and quality perception … but also easily forgotten. Live Styleguides support development, by providing snippets of code. Living Styleguides contain ready-to-use components by development, abstracting implementation details.
- 37. LiveStyleguide OutSystems Living StyleguideWeb blocks ready to use by developers not copy-paste, just drag-and-drop …
- 38. A LIVE STYLE GUIDE GETS YOU IN THE DOOR By creating a ready-to-use component you jump start the development project
- 40. GoLive Keep it real Keep testing with real users Identify user difficulties Prepare users for what’s coming Understand rampup needed for users Teasers and Presentation Videos Controlled rollout with a BETA version
- 41. IT AIN’T OVER UNTIL THE FAT USER SINGS It’s easy to get it wrong Stay close to the users and react, fast
- 42. “a lot more friendly” “this is awesome” “more information, more depth” “clean and beautiful, nice job” “this is really good” x 12 times comments from agents on beta launch
- 43. Thanks to everyone at which brought this vision to reality and that supported us all the way
- 44. Gonçalo Veiga OutSystems UX Services Lead @goncaloveiga
Editor's Notes
- Mobile First is about realizing the mobile potential, embracing constraints to focus on what’s important and taking advantage of new capabilities Easily said. What does this mean to the enterprise? How do we turn efficient-focused apps into mobile apps? Which benefit do they bring? Goal: Answer these questions: Should customers be going mobile? Which apps should go mobile? What’s the ROI? How to go mobile with success (adoption)? Take aways: to make mobile a success, you need to get close to users; to respond to users, you need high productivity; going responsive, allows you to avoid the upfront context investment and the simplistic approach
- I’m here to talk about on of our latest UX projects in the insurance market. It was a great project where we had the space to do a thorough job. The insurance industry has been in a downslope these last few years. The recession The fight is happening in the agents desktops, laptops and (also) tablets. http://www.imoney.my/articles/wp-content/uploads/2013/09/comprehensive-car-insurance.jpg
- What our sales guy agreed was to develop a page design that would compete with the other contestant. But we changed the playing field …
- This against a page design. PoC one can win a project with black and white Design Thinking
- We presented our vision through mockups in black and white about how we would solve the problem. And it was not that the final look&feel was not important. It just was not the place to start.
- You can win projects with black and white. Show a different approach that reflects user needs and business goals. Changing the playing field …
- http://uxmastery.com/resources/techniques
- Really, the business. Wasn’t this all about the UX. Yes, but the business pays for the project. Also, there are loads of constraints you need to be aware of. Agility through multi-disciplinary team, lean ux advocates - put various engine parts running
- BUSINESS GOALS, BUSINESS PROCESSES, CURRENT APPLICATIONS Goals: break from the past, make the agents feel supported, promote higher and better sales Business stakeholders often have goals that are the opposite of the user needs Agility through multi-disciplinary team, lean ux advocates - put various engine parts running
- Agility through multi-disciplinary team, lean ux advocates - put various engine parts running
- Interviewed 10 agents across the country Go where the users are, 2 people is the perfect number - not intimidating. Create rapport. Keep it low tech ... computers are scary. Put it all in a referable format. Write it down … I use Evernote - best tool ever. Feedback what you’ve learned. Follow a plan.
- Rapport – ask about how much time in insurance, as an agent
- But they actually missed this … more complex, but more powerful … the difference in users!!
- Mockups As you’re writing down the findings, your brain will start pushing out solutions - it’s just stronger than you … be sure to keep capturing these brain hints. Some of your set ideas will come from these spurs. Have a lot, lot, lot of context and beginning sketching out some approaches. Analytics for top pages and tasks. Figure out why the data is like that. Understand what is worth your time. Navigation, IA, patterns Mockup Reviews The change enabler potential of mockups and visual requirements - checkout the project . Keep iterating, discussing, reviewing Usability testing in mockups with invision. Keep testing … so cheap.
- Making it Real Create a livestyleguide - luck of using OutSystems. Keep it current - have a responsible (FE) developer for it Handover to development and walkthroughs. help development by providing - difference to lean ux - leaves a foot in the door
- Making it Real Create a livestyleguide - luck of using OutSystems. Keep it current - have a responsible (FE) developer for it Handover to development and walkthroughs.
- KEEP TESTING - LAW of unintended consequences Searching for bank transfer Performance can be a bitch … compromise! Work together with business and IT as one team! Temptation is to solve the 1% most complicated, much often damaging the 99%.
- ORG FOCUSING ON CHALENGING THE STATUS QUO WILLING TO EMBRACE THE NEEDS OF ITS USERS (emplyees, partners, customers) GREAT APP - perfirmance, data quality KEEPING THE CHANNEL OPEN