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Kforce UX collaboration earns major design award for a national insurance company

DIGITAL

Kforce UX collaboration earns major design award for a national insurance company

Our client, a Fortune 500 mutual insurance company with more than $8 billion in revenue, sought to deliver a more robust customer experience and strengthen connections with their customers through their digital capabilities. With a partnership dating back almost 25 years in which we have supported some of their largest corporate technology initiatives, our client strategically chose Kforce as their partner to evolve and differentiate their digital experience.

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142%

Increased digital written premium by 142% YoY in the first full year of implementation

#1

First place national ranking for digital shopping experience in the insurance industry

32%

Reduced overall user-experience expense by 32%

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Business case

BROADEN CUSTOMER APPEAL THROUGH USER-CENTERED DESIGN

Having previously relied on external partners for design needs, our client saw an opportunity to reimagine their customer experience platform by bringing their digital capabilities in-house and adopting a more customer-centric agile approach. They sought to improve navigation, page flow, online quote capabilities and product education. To solve this, they decided to shift their strategy and execution by infusing UX capabilities and a customer-first mindset into their organization.

PROJECT OBJECTIVES INCLUDED:

  • Reduce overall UX spend while increasing throughput
  • Increase internal collaboration across research, design and development
  • Expand trusted brand reputation and customer base
  • Increase conversion rates through digital channels
  • Create an omni-channel experience through user-centered design

Solution

KFORCE’S INTEGRATED APPROACH ESTABLISHES IN-HOUSE DESIGN STUDIO TO TARGET KEY UX MEASUREMENTS

To optimize user experience, Kforce began by assessing current-state design. After making team and process recommendations, we assembled a UX research and design team and began a multi-year journey. Focusing on key experience measurements, design work began on a new auto workflow and digital sales tool. The team created a new design language system and performed frequent user testing to identify friction and challenges. The UX designers were fully embedded with our client's agile development teams and integrated into their product release process.

SOLUTION TARGETING TO KEY EXPERIENCE MEASUREMENTS INCLUDED:

Optimize the time it takes to request a quote online
  • Incorporated a list of steps that allows users to measure their progress
  • Designed and tested four options for a new quote progress bar to prevent drawn-out feel
  • Selected and built most effective option, improving flow of online quote process
Improving access to necessary features, tools and information
  • Placed the most commonly needed features up front
  • Added homepage links to product information pages
  • Reduced content to minimize page scrolling
  • Simplified the main navigation
  • Ensured all CTA links and button were clear and actionable
Delivering a modern experience
  • Identified a target demographic
  • Redesigned the website to correctly target audience and improve usability while migrating to SiteCore
  • Incorporated insights from the first two rounds of design testing
  • Implemented final design, which users described as “clear, modern, creative, professional, familiar and fresh”
Making policy explanation and benefits easy to understand and compare
  • Tested drop-off areas in the home quote experience
  • Discovered during testing that users did not know how to find important information
  • Designed and tested banners and tool tips. Clearly laid out coverage to allow users to choose their benefits
  • Ensured policy details within quote flows and products pages are written in understandable language
  • Added pop-ups to provide additional contextual help
  • Supported industry term explanations with pictures throughout the process

Results

INCREASED DIGITAL WRITTEN PREMIUM AND REDUCED OVERALL UX COSTS WITH ENHANCED DIGITAL CAPABILITIES

Combining a customer-centric agile approach with an in-house design team, our client enhanced their digital capabilities and customer experience with a modernized platform appearance and quicker access to information and policy term definitions.

They earned national recognition for best digital shopping experience in the insurance industry. They were so impressed with the quality, speed and capability improvements introduced by the UX team that they expanded its size, serving more product and marketing functions.

Project Outcomes

UNDERSTANDING THE REQUIRED BUSINESS NEEDS AND OUTCOMES, THE DESIGN TEAM:

  • Substantially improved flow of the online quote process
  • Simplified homepage links and language within quote flows and product pages
  • Eased navigation through clear and actionable CTAs