A US based insurance firm wanted to reinvent their digital strategy.

Experience Design

The Client

A mid-size insurance brokerage firm in the US.

The client is a digital insurance brokerage in the US ad their platform aims to be the one-stop solution for all the needs of an insurance agent. Right from the point when potential candidates show interest in becoming an agent or clearing the state exam to get licensed in a Line of Business to the point when they process their clients, their products are there to help him across different stages of execution.

The Problem

The avg. age of insurance agents in the US is 58 years. What might bring millennials to the insurance industry and train them to make an agent ready and foster productivity.

The current industry set up is very rigid. Young Millennials do not have exposure to this industry and often do not get the right guidance, which leads to a lot many prospective agents dropping off from the industry as a whole and those who enter become captive agents.

Most agents are captive to one single organization and even though they plan on being independent. The option to become an independent broker is very tough, high costs are involved and multiple products define their everyday work.

How did we solve it?

Created a cohesive ecosystem for pre-licensing exam platform from training, onboarding and client management using design thinking and gamification.

The size of this project meant that there was a long timeline and had different touchpoints. We started off by understanding and talking to stakeholders, insurance agents, millennials, and listed down the opportunities and the gaps. From ecosystem maps, CJMs, heuristic analysis, competitor product analysis, prototyping we showed how from a single product we could create an experience that helped all the users enter seamlessly in any part of their user journey and use the product.

Our Approach

We followed Design Thinking process where the team created Ecosystem Maps, User Journey Maps, Moscow Matrices, A HMW analysis, Heuristic Studies, Primary & Secondary Research and Competitor analysis.

Identified and defined problems through Surveys and Secondary research for insurance sector.

Ideated different solutions through ecosystem maps, user journey and user personas. Translated into live prototypes.

Our Solution

Three products were ideated for the organization.

Training Tool – This tool would help the organization as a training ground for younger generation folks in insurance. It would train the would-be agents and through in built training gamification give them exposure to the company’s ecosystem of products.
Onboarding CJM – The Team also revisited the current onboarding process and decided to tweak the process to reduce the friction between joining the process, and the process was automated with gamification.
Plug and Play Tool – A product needed to be built that could be used by the agent to track their insured details, lead outreach, binding policies and promotions etc.

A look at our work

The Outcome

We were able to achieve these outcomes after following our approach.

All products under the same ecosystem allowed the company to organically gain agents.

1

The process from training, on-boarding to finally working has seen better user engagement and lesser drop-offs.

2

The average age of learners from through the training system was reduced to 40 with a higher retention average.

A US based insurance firm wanted to reinvent their digital strategy.