Digitize process for Insurance Agents

My Role
• Senior UX/UI Designer (Led the project)
• Leading multiple squads (LOB)
• Reporting to a few product owners
• Stakeholder Management
• Interaction Design
• UX/UI design
• Functional QA
• Developers Hand Off

Time
2022-2024

USER
Agent

PLATFORM
Marketplace Portal for Insurance

What is Chubb?

Chubb is the world’s largest publicly traded P&C insurance company in the U.S. With operations in 54 countries, it provides commercial and personal property and casualty insurance and personal accident insurance to diverse clients. 

Project Details

We are redesigning the agent experience for the Marketplace portal, enhancing a highly manual renewal process, which can result in extra Chubb resource utilization and poor agent satisfaction.

The Problem -
We are redesigning the agent experience for the Marketplace portal, enhancing a highly manual renewal process, which can result in extra Chubb resource utilization and poor agent satisfaction.

Current Design -
CX Experience - it’s not an overall consistent experience for all LOBs, including email, Snail mail & portal experience,
Design system - The UI is not aligned with the Marina design system &
Line of Business(LOB) - The portal doesn’t include all the LOB.

Final Designs

  • New Alert Filters on the left

  • Segregating the content with Tabs- Helping agent find the right content quickly

  • Main Dashboard - Key Actions

  • List of all Current Customers

  • Upload documents to continue with the renewal process

Results

Manual v/s Digital renewal process (Before & After)

Before - The existing renewal process resulted in extra Chubb resource utilization and poor agent satisfaction. After - The revised renewal process resulted in better utilization of resources and increased agent satisfaction.

By digitizing the agent experience, we've empowered our team and transformed customer service!

  • Increased self-service resolution (STP) by 30%, freeing agents to handle more complex issues.

  • Reduced billing and claim inquiries, streamlining processes for both agents and customers.

  • Fewer emails and calls, indicating a smoother customer experience.

  • Boosted agent satisfaction by 25%, creating a more positive and productive work environment.

How I started

CX Experience - it’s not overall consistent experience for all LOBs, including email, Snail mail & portal experience,
Design system - The UI is not aligned with the Marina design system
Line of Business(LOB) - The portal doesn’t include all the LOB.

How Might We

How might we provide a simplified renewal workflow in the Marketplace Portal?

User flows

  • Current State - We mapped the current process and gathered stakeholder insights on user and business challenges across various lines, forming the foundation for a more efficient user experience design.

  • Target state - We envisioned future state flows to help agents access insurance documents via email alerts or the portal and navigate to the renewals page, guided by stakeholder vision, user pain points, and business requirements.

  • Target State Flow - We designed future state flows to enable agents to access insurance documents from the renewals page, identifying seven key documents for download and the corresponding email alerts to notify agents.

Before & After

 Easy access to recently generated documents will save agents a significant amount of time and frustration.

User Persona

Experienced Agent working at a Large Agency

Experienced Agent working at a Large Agency

New Agent working at a Medium Agency

New Agent working at a Medium Agency

Experienced Agent working at a Small Agency

Experienced Agent working at a Small Agency

Insights from user interviews

  • "I have been calling the service center for days but cannot talk to the right person."

    Renewal customer calls are going to the wrong phone no. We need to update the existing contacts to reflect the right people.

  • "I was shocked to see a non-renewal letter because of a billing issue."

    Billing & Claims

    Agents need help accessing their billing & claim status, which has become a blocker that has led to non-renewal of the account.

  • "So many emails!!! I am exhausted and can't find the right one with the PDF attachment."

    Physical Mail or Email

    Agents are unable to access any forefront documents digitally through Marketplace.


  • "Oh! BRL letter is the same as the Renewal Summary Report."

    Inconsistent terminology across multiple product Lines

    Document name, status name across the systems. Inconsistent dates & documents across the LOBs.

Stakeholder Interviews

  • Documents available for Download

    • Adoption of Marketplace for end-to-end renewal experience.
    • Financial line renewal documents are unavailable for Download in the Marketplace portal.

  • Different ways to renew

    By implementing these digital solutions, the Marketplace portal can streamline renewals for different user needs, offering a faster and more user-friendly experience.

    • Fully automated, fastest, and most minor paperwork.

    • Reduce manual work while allowing some decision-making.

    • Thorough review with maximum human interaction for complex situations.

  • Email & Snail Mail

    Renewal info is communicated in multiple ways via email & snail mail and not housed or presented in a single location to view.

  • Dependency on multiple squads (Cross Domain)

    Some parts of the agent journey for the renewal life cycle were spread across multiple squads (Find & Acquire, Renew & Deepen, Lifecycle Services).

  • Encourage the agent’s self-servicing behavior through the renewal dashboard -

    • Ability to download the recently generated documents via the Marketplace portal.

    • To check upcoming renewals (30, 60, 90, or 12 days)

    • To stay up-to-date with policies that need immediate attention based on their billing status (past due, premium due, or canceled).

    • Ability to manage their claims based on the status of the claim (new claim, claim closed, or claim updated)

  • Adding new alerts & notifications based on the newly added product line - financial lines.
    • Binder Letter
    • Renewal Summary Report (BRL)
    • Summary of Changes
    • Billing (Invoice available)
    • Claims (Reported, Update)

  • • Business Owner's Policy,
    • Umbrella,
    • Worker's Compensation,
    • Cyber and
    • Financial Lines (Forefront).

  • 1) For Business Owner’s Policy - ARL (Automated Renewal Letter)

    2) For Cyber -

    • ARN (Automated Renewal Notice) v/s Request for Renewal App (PDF)

    • Rider Letter v/s Defense Rider Letter

    For Financial Lines -

    • Advance Notice of Non-Renewal (75-Day Letter)

    • Broker Renewal Letter (BRL) is renamed Renewal Summary Report (BRL).

Design Workshops with Stakeholders

User flows for multiple Lines of Business - Consolidating processes and communication across products.

Featured
Storytelling
Storytelling

I was really surprised by stakeholders not happy about the storyboard…

Experience Map
Experience Map

Experience Strategy Map - A holistic agent journey, from the initial renewal register stage all the way to post-Issuance interactions across touch points where the agent interacts with Chubb website, underwriters and customer service interactions.

The biggest challenges I had were… 

  • While we didn't have a formal document upfront, I appreciate the collaborative approach through brainstorming sessions.

  • The renewal process was divided into three layers - No Touch STP, Manual No Touch, & Full Touch

  • The Challenges I faced:

    • Lack of clear communication channels in cross-domain situations, especially regarding design requirements, can be a significant bottleneck.

    • Developers Spread Thin: The deadlines and workload across different teams can create a situation where developers have limited time or availability for close collaboration.

    • Overlapping Web Pages: When web pages touch on functionalities from multiple domains (F&A and Renewal), a coordinated effort is required to ensure a consistent and seamless experience.

  • I utilized various UX methods like user flows, process flows, storyboarding, or storytelling to understand the user journey, but it took me so many wrong paths to get it right finally.

Low-fi Wireframes

  • Email Summary 📧

  • Alerts Preference Settings 🔔

  • Renewal Hub Low fi

  • Renewal Summary page

  • Renewal Hub Mid fi

  • Renewal Register (Data Table)

Email

Problem: No existing email alerts for financial documents

Solution: Additional email alerts have been added to notify agents about documents they can download from the portal.

Download PDF

Problem: No financial documents were available to download from the portal.

Solution: Easy access to recently generated documents will save agents a significant amount of time and frustration.

Billing Table

Problem: Agents need help accessing their billing status, which has become a blocker that has led to non-renewal of the account.

Solution: The additional billing status column is a valuable addition for the agent. Having a clear view of billing statuses helps agents prioritize tasks and ensure timely payments

Customer Care

Problem: The customer calls are going to the wrong phone no. We need to update the existing contacts to reflect the right people.

Solution: A dedicated "Chubb Support" section in the left navigation will definitely help them find the right resources quickly.

Hi-fi Mockups

  • New Alert Filters on the left

  • Segregating the content with Tabs- Helping agent find the right content quickly

  • Main Dashboard - Key Actions

  • List of all Current Customers

  • Upload documents to continue with the renewal process