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Cross Sell

Introducing a way for insurance producers to identify cross-sell opportunities by finding model-generated recommendations.

ROLE: Product Designer

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TIMELINE: Nov 2021

COMPANY: Vertafore

PROBLEM

Insurance producers need an easier way to manage their book of business and find relevant policies for their clients to provide them with the most comprehensive coverage.

The RiskMatch product had rolled out a feature called Cross Sell, however the first launch was more confusing than it was helpful because of the user interface - users were unclear how to use it to their advantage due to the overwhelming amount of options.

BACKGROUND

RiskMatch is a comprehensive data and analytics platform that provides agencies with actionable insights to grow their business. It supplies better recommendations, identifies specific revenue opportunities, and informs executive decisions resulting in increased growth and better relationships with customers and carriers.

RiskMatch is introducing a way for producers to identify cross-sell areas by finding model-generated recommendations based on user inputs.​

HYPOTHESIS

The solution was to add in more instructional elements and create a better flow so users knew what steps to take in order to get the best results for their business.

WHY?

Based on research, users needed to understand how the feature worked and how it would benefit them before they could trust it enough to use it. This solution would walk them through the ins and outs of the feature to gain their trust.

RESEARCH

Our UX Researcher performed extensive user research on the Cross Sell feature a few months earlier. I worked closely with her to hand off all the work that was done previously and decide next steps by:

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Reading through all reports to understand the users wants and decide what the priorities were.

Watching recordings of research sessions to see where users were getting stuck and frustrated with the tool.

Meeting with the product team to understand what they wanted to accomplish from this project.

The UX Researcher interviewed 7 participants who are active users of RiskMatch to understand how producers were using Cross Sell.

WE ASKED QUESTIONS TO:

  • Discover how frequently users were coming to cross sell and why or why not

  • Explore how frequently a user needs to re-run reports and validate the value of being able to schedule reports​.

  • Discover how the results page would best suit the needs of producers.

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RESULTS

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”I’d personally like to see that in a larger section. Just the cross-sell recommendation list. I feel like that’s the feature of the page, so I’d like to see that in a larger section than some of the other options on the page.”

“This doesn't seem very user friendly to me. There are a lot of options. Sometimes, less options is less confusing.”

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INSIGHTS
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RECOMMENDATIONS
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After digesting all the research and findings, I put together a list of recommendations to share with the product team to align on the direction of the project.

CONCEPT

USER FLOW

Since there were new pages and flows needed, I created a user flow in FigJam to understand the full picture of how this tool would work together. This allowed me to see how all the pages connected to one another and all the paths a user could take throughout Cross Sell.

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SKETCHES

I went through current RiskMatch UI to pull out common components that could work for this feature.

Sketching things out on paper is a crucial part of my process to help get the ideas flowing. It gives me a place to start and get a feel for what works and what doesn’t. It’s also low risk and saves so much time when bringing the designs into a digital platform.

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WIREFRAMES

Landing Page

There is now a new user and existing user landing page.

  • New user landing page includes quick instructions on how to create a new report, based on feedback of users struggling to create reports.

  • Existing user landing page includes quick access to saved and recently run reports, based on feedback that they were wasting time inputting the same criteria over and over.

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Criteria Selection Page

  • The selections are now in consistent dropdowns, based on feedback that all the options were very confusing to understand.

  • Added in subtext to explain what certain categories were.

  • There is descriptive error message when things don't work.

  • A client number tracker is placed at the bottom so users knew how big thier pool was.

Report Page

  • A save report button is included to add to their favorites list.

  • The recommendation grid moved closer to the top of the page for visibility, based on feedback that other information wasn't relevant to users.

  • Grouped information that was relevant to each other in a section container instead of hopping around the page to get the full story.

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DESIGN

After I recievied approval from the design team and approval from the product team, it was time for high fidelity mockups.

HIGH FIDELITY MOCKUPS

I worked very closely with the product team at this stage to finalize information needed and make sure the designs were hitting all their goals.

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Landing Page

Built out interactions and thought through where buttons/clicks should be to get to saved and recently reports.

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OVERVIEW
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Criteria Selection Page

  • Reorganized some of the dropdowns to display a more logical order for users.

  • Included an exit button as a way out of the flow.

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Report Page

  • Finalized information needed on this page.

  • Allowed for a customizable grid to contain relevant information for the users.

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I once again brought this back to my design team for a final approval and the product team for a final approval.

Handed Figma designs off to the development team and worked with them through any questions they had.

VISUAL SYSTEM

COLORS
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BUTTONS
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TYPOGRAPHY
Open Sans

Bold for headings, Regular for content

KEY LEARNINGS
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Have frequent check ins with product team to constantly improve processes.

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Putting the effort into wireframes helps so much when it comes time to design the high fidelity mockups.

OUTCOME

DELIVERABLES

Designed a desktop based feature inclusive of mockups and prototypes to demonstrate a cross sell recommendation feature within RiskMatch.

SUMMARY

RiskMatch is a comprehensive data and analytics platform that provides agencies with actionable insights to grow their business. It supplies better recommendations, identifies specific revenue opportunities, and informs executive decisions resulting in increased growth and better relationships with customers and carriers.

With Cross Sell, insurance agents are able to grow their book of business while satisfying the customer and providing the best services for them. Through this technology we were able to automate processes and increase productivity previously taken up by manual tasks.

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FUTURE ROADMAP

Currently, the development team is building out the designs to be implemented in the software.

Down the line I would have conducted another round of user research once the tool was implemented to measure success and determine future iterations for the project.

THANK YOU!

For questions, contact me at erinblumenthal19@gmail.com.

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