Income Insurance advisory tool
Skills Applied:
- Experience Strategy
- Systems Thinking
- UX design
- UI design
- Mobile/Web Integration
- User Research and testing
- Prototype Development
Income Insurance
2022-2023
The Challenge: Traditional advisory tools weren't meeting the needs of digitally-native customers and mobile-first advisors. We needed to re-imagine the entire advisory experience.
As part of the company’s digitalisation efforts, this project aimed at delivering an omnichannel experience and providing our advisory with self-service digital tools and know-hows to connect with younger customers
My role was to design a hybrid (both web and app available) platform also serves as a central piece for evaluating advisor performance and the services provided in a customer journey.
Image from UnsplashFor insurance, approximately 50% of the journeys begin with digital first.
Challenges
#1 Accountibility
Advisor activities were hard to track on a day-to-day basis, making it hard for supervisors to coach and guide them, especially on the digital etiquette of customer relationship management.
#2 Trust corrosion
As advisors move on from their role, customers get “abandoned” and transferred to another advisor, who have to restart the relationship-building process
#3 Onboarding time
Data on customer contact rate required more manpower from business operations to ingest and visualise before handing over to supervisors, who then have to coach the underperforming advisors.
The Process
The Process
Review of current internal tool and user interviews
I was responsible for the CRM tool, identifying key needs through qualitative user interviews and testing, and proposing actionable recommendations through experiences on a hybrid app.
The project involved collaborating with various stakeholders, including business stakeholders, business operations, and advisory supervisors and advisors. Working closely with the product owner and the business team, a review of the intended outcomes across diverse teams was gathered and mapped against the current website.
It was crucial to understand that additions in processes do not always equate to increased productivity.
In fact, we helped advise the management that only new or under performing advisors need to follow certain processes instead of trying to police the whole force. Let the top advisors continue to do their thing so long as their ways of working remain within ethical and compliance standpoints.
On a digital product level, we have also deduced that certain features, like offline mode and customer contact status updates, are high priorities for on-the-go needs.
Instead of reinventing the wheel, inspirations were taken from daily apps people are used to, (eg Apple Health Ring) to simulate motivational traits.
End result
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Advisor access
What should we know about the services you provide? Better descriptions result in more sales.
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Supervisor access
Performance tracking across team members are all in one app and updated real time. Modular settings are also available for different teams of supervisors: those who conduct sales and don’t.
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Business Operations
Customers and their interactions with the organisation, such as calls with customer service and advisors, are collected in a centralised zone. This ensures a more consistent service and a source of truth.