Guardian Life Insurance has been helping people protect what they love most for more than 160 years. This case study highlights my work with the Guardian CX team to improve the welcome experience for small businesses offering group benefits to less than 100 employees.
My role
Information Architecture, User Journey Mapping, Sketching, Wireframing, UI Design, Prototyping
Timeline
4 weeks
The challenge
Design welcome experiences for small business owners and their employees which provide the tools they need pre- and post-enrollment. Facilitate communication between brokers and employers, employers and their employees, and employees and their dependents.
Key goals
Develop digital tools to simplify and speed up the onboarding, enrollment, and post-enrollment stages.
Provide easy access to benefit information to help users make informed choices along their journeys.
Develop personalized experiences for users.
My process
Discovery
Workshops
Personas
Journey maps
Define
Project goals
Task/user flows
Product reqs
Ideation
Earlier sketches
Mood board
Prototype
Mobile app
Planholder site
Validation
Usability testing
Documentation
UI kit
Handoff
Discovery
To learn more about the needs of brokers, employers and employees our research team held multiple workshops with representatives from each group. At first glance, it was easy to assume there would be competing interests.
Surprisingly, the workshops revealed that a lot of the needs overlapped
01
Keep it friendly. Users want warm, supportive, and engaging communications.
02
Keep it personal. Users want curated guidance and their preferences noted.
03
Keep it relevant. Information should be available when a user needs it to avoid being overwhelmed at the start
04
Keep it digital. Users wanted an app to organize information, help simplify decisions and boost confidence
Research also helped to break down the journey into distinct phases: Post Sale, Pre-enrollment, Enrollment, and Post Enrollment. We focused on the future state to reduce complexity.
Ok, now we had the what and the when, but what about who? With a product as complex as insurance, it was important to develop personas for each of the user types prior to mapping the journey. The team landed on Harry the Broker, Pete the Small Business Owner, and Joyce the Employee. Watch the video to see how we brought the storyboard to life: