User Interviews + Workshops
Understand how people make decisions for their aging parents and document this process in the form of personas and journey maps
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Lead researcher
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Healthcare
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Subject matter expert interviews
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Stakeholder workshops
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Participant interviews
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Data analysis
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Personas
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Journey maps
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Collaborative design workshop
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Workshops throughout the project helped stakeholders deeply understand the research and ensure the findings could be applied in projects across the company. The finding document and artifacts were combined with the client's previous market research to create a comprehensive overview of their customers.
OUTCOMES:
GOAL:
ROLE:
​INDUSTRY:​
METHODS:​​​​​​​​​
​​STEP 1: Secondary Research
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The project began with phone interviews with subject matter experts, including customer service representatives, to create a baseline understanding of the client's customers.
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A review of existing research about caregivers, aging and dementia was also conducted.
STEP 2: Workshops
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A series of workshops with stakeholders were held to understand the business goals and collaborate on the creation of hypothetical personas.
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Because the client had no existing personas, the hypothetical personas helped harness the company's tacit knowledge of their customers.
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STEP 3: Planning and Recruiting
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Research planning documents (screener and protocol) were created
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Potential participants for the research were recruited through social media, word of mouth, and information posted in strategic businesses (doctors' offices, retirement communities, etc.) then screened multiple times to ensure a good fit for the project.
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STEP 4: User Interviews
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In-person user interviews (one on one) were conducted in two markets, using co-design techniques to document the participant’s experience and emotional journey.
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Interviews included several hands-on exercises in the sessions to guide the discussions.
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All sessions were recorded and transcribed for analysis.
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STEP 5: Analysis
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After concluding the research and beginning analysis of the data, I led a collaborative workshop with stakeholders.
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The workshop helped the stakeholders deeply understand the research and the artifact creation process.
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It also allowed them to brainstorm ways the company could address user needs and pain points.
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STEP 6: Documentation and Presentation
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Aligning the research data and the input from the stakeholders, the personas and journey maps were finalized.
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The final artifacts were highly customized to the needs of the client.
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For example, recommended strategies for each persona were included in the maps to inform to strategic discussions.
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Previous market research was integrated into the documentation to create a comprehensive overview of their customers.
Survey on a Tight Timeline
Understand more about how and why customers select their insurance product in order to inform upcoming product roadmap decisions
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Lead researcher
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Insurance
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Subject matter expert interviews
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Survey
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Data Visualizations
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The research showed that the free device that was provided with the insurance product was not a key motivation for product selection. This led to a recommendation to phase out the free device in the product roadmap in order to focus on other motivations.
OUTCOMES:
GOAL:
ROLE:
​INDUSTRY:​
METHODS:​​​​​​​​​
​​STEP 1: Project Approval
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To inform upcoming product roadmap discussions, I created a proposal for a survey to investigate customer motivations for insurance selection.
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Senior leadership approved the project with a 3 week timeline to align with upcoming meetings.
STEP 2: Questionnaire Development
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Customer service representatives were interviewed to inform sample decisions, survey questions, and content tone.
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In collaboration with Operations and Marketing, the questionnaire was reviewed and finalized.
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STEP 3: Survey
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The survey was distributed and captured using Survey Monkey.
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Customers who had selected their insurance in the last 6 weeks were invited to participate.
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STEP 4: Analysis
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Findings were analyzed using Miro and Excel.​
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Data on three different insurance products were examined and compared to understand satisfaction levels, selection motivations, and product comprehension.
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STEP 5: Documentation and Presentation
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A presentation deck was developed that provided both top line and detailed findings.
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Findings compared existing insurance products and provided insights into the customer’s decision making process.
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Product recommendations for the roadmap were provided, such as phasing out a free telematics device that was provided with the policy because the survey showed that 60% of customers already owned the device at the time of the insurance purchase.
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A high level review of the findings was presented to senior leadership then followed up with an in-depth discussion the next day.
Research leads to Service Design
Increase brand recognition and claims education among customers to improve claims reporting metrics​
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Lead researcher and service designer
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Insurance
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Subject Matter Expert Interviews
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User Interviews
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Survey
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Claims data review
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Storyboards
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Blueprints
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Information Design
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Pilot Testing
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A research project showed that low brand recognition and claims misunderstandings were creating a delay in loss reporting among customers. A service design project was proposed to overhaul the customer onboarding process. The project streamlined internal processes to increase efficiency and improved the likelihood that claims were reported within 48 hours by customers.
OUTCOMES:
GOAL:
ROLE:
​INDUSTRY:​
METHODS:​​​​​​​​​
​​STEP 1: Generative Research
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Customer interviews and a survey were conducted with the goal of understanding customer behaviors, motivations, and pain points.
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The research uncovered that there was a lack of brand identity among customers which led to issues in claims reporting.
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Customer did not know to whom to report their claims. They often reported a loss to their agent rather than calling the insurance company directly, creating delays in the claims process.
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Reporting a claim, which can be a confusing and stressful interaction, was frequently a customer’s first touchpoint directly with the insurance company.
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STEP 2: Further organizational research
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Internal interviews, contextual inquiry, and claims data analysis uncovered:
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# of days it took a customer to report a loss was an important metric for the senior leadership as an early indicator in claim success.
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Only 50% of customers received a touchpoint with the insurance company after signing a policy.
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Data analysis revealed that current claims education touchpoints were not improving claims reporting.
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STEP 3: Onboarding process redesign proposal
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The innovation team proposed:
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Creating a brief animated video to improve brand recognition and educate the customer on timely claims reporting.
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Redesigning an accident checklist that would be mailed to all customers to keep in their vehicle.
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Streamlining the existing onboarding process with new tools and workflows.
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STEP 4: Collaborative Design
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All aspects of the design were developed through collaboration with IT, Claims, Customer Support, Marketing, and Innovation departments:
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Created story board and oversaw the video development.
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Designed information for the accident checklist.
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Created blueprints for current and future processes.
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STEP 5: Launch new process
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Two pilot tests were conducted to refine the new process with input from CSRs.
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After refinement, the new process was launched.
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The rest of the organization was educated on new process.
STEP 6: Measure new process
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At 2 months, data analysis showed:
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41% of customers were watching the video.
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52% of customers who watched the video were also opting into text messaging, providing future opportunities for marketing and claims messaging.
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The duration of the internal process for onboarding decreased from 5.5 hours a day to 2 hours a day.
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There was an increase in customers accessing the company’s Risk Management Portal, showing an increase in engagement and safety interests.
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At 1 year, data analysis showed:
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People who watched the new video were on average ~10% more likely to report claims within 48 hours (the metric the company considered on time).
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On average, customers that watched the video reported claims 1 day earlier than those that did not watch the video.
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