Differentiation through better agent experience
The client recently began an initiative to migrate its data and functionality from one digital platform to another. This platform serves the clients’ independent agents—providing important policy information as well as tools for quoting and policy management.
In conjunction with the migration, the company also wanted to redefine its vision for user experience, including both platform capabilities and user interface behavior. This vision would provide vital input for vendor requirements and help define the strategic direction for development.
Customer experience expertise, paired with data management skills
The company expects the new platform to streamline and improve usability, as well as to set a direction for a differentiated agent experience. To achieve these goals, the company sought a partner that could help it:
- Develop a strategic direction for future platform interface design
- Provide quantifiable insights about its independent agent base—including their needs, wants, and issues
For assistance, the company turned to West Monroe Partners, which offered expertise in customer experience strategy and management, interface design, and data management systems. In addition, West Monroe provided project resources with years of experience in personal and commercial insurance lines.
Designing a new platform around agents’ needs and preferences
The project began with the platform’s users—the company’s independent agents. To understand the current environment as well as agents’ needs and concerns, West Monroe and client team members visited 50 agencies across the country and interviewed more than 100 agents, producers and principals. The interviews gathered information about the current platform, as well as observational data about user tendencies and current usability issues.
West Monroe Partners then synthesized the data into a portal design strategy based on:
- Central design principles reflected throughout the agent interviews
- Observed user tendencies
To verify the findings, West Monroe Partners ran a client “discovery workshop,” and the client’s team conducted a follow-up survey that garnered more than 700 responses.
Finally, using the verified insights and design directions, West Monroe Partners created digital and interactive prototypes and used these to conduct user testing. Testing produced further feedback, which the project team used to develop new iterations of a prototype and ultimately to produce a final design and strategy that closely matched agents’ needs and preferences.