Modernized the acquisition and management experiences, increasing conversions 4-6% across products and decreasing support calls.
Led an initiative that used service blueprints to map the processes, employees and systems involved across all P&C products and trained our business partners on how to use and maintain the documents. Trained designers and business partners in the process so the effort could be run in parallel for rapid completion.
Redesigned the P&C section in the new USAA mobile app and contributed heavily to the information architecture redesign as well as the mobile component library.
Getting Started
I led my team through multiple activities to kick off the project, including a heuristic assessment of acquisition and servicing experiences, refining an existing journey map to better fit our needs, and conducted baseline usability testing of the current experiences with users.
I also facilitated a Google sprint style workshop with key stakeholders to align on KPI’s, assess our products against competitors, and produce several design approaches to prototype and rapidly test the following week. This allowed us to determine the general approach we should take and validate some of our more novel ideas in just a few weeks, supercharging our speed.
Many moving parts
With over a dozen P&C insurance products, mapping the overall ecosystem and linkages was key to understanding the big picture. This took many forms, including IA diagrams, process flows, service blueprints, and journey maps. I led many of the efforts that produced these documents, coordinating teams of designers, business partners and architects.
Tech Modernization
The redesign of insurance products coincided with a company-wide technology modernization effort, which meant coordinating closely with the team leading that project to help inform their decisions and shape our designs to fit the new technologies.
Insurance Products
Our team explored different approaches and tested rapidly to determine the best approach. We partnered with our marketing team to test many of our ideas on the existing web experience with A/B methods so we could better measure real world outcomes of our decisions with large sample sizes.
The Homeowners insurance acquisition flow saw a conversion increase of 5% and the updated servicing experience reduced support calls significantly for basic maintenance actions like updating payment methods and property details.
EXPERIENCE MAPPING
I led an effort with over a dozen business teams to create service blueprints of key processes within their domains to better understand how employee actions and backend systems affected the user experience. I developed a repeatable process that I handed off to other design teams so they could help their business partners map their respective domains as well.
Mobile redesign
My last big project at USAA was a fast-paced effort to redesign the company’s mobile app, where my team directed the design for all insurance products and contributed a great deal to the overall app design. This effort produced test-validated designs for an entirely new native app in less than 3 months.
I also coordinated closely with the team responsible for assessing and reorganizing the website and app navigation structure (IA), contributing to their testing efforts by providing research findings our team uncovered in our own studies.