Building the MVP across customer and agent channels to facilitate policy application and onboarding journey
As we swiftly continued the momentum and progressed into MVP Implementation Phase, the focus was to re-design the agent-led digital servicing journey from policy application to account activation.
With the agent tool being the only digital tool on the journey, here are the key problems in the existing agent-led journey
1 ) there was a heavy reliance on agent’s manual efforts to facilitate application process with customers, leading to operational inefficiency and lengthened process time
2 ) customers were using social media and emails to share documents with agent, leading to potential security issues
3 ) lack of digital methods to secure signatures from all parties, make initial premium payment, or to track application progress
We had then started working around the idea of creating a customer-facing channel, so that customers can complete simple tasks on their own or track their application without waiting for agent assistance, which also helps streamlining the overall process.
HMW better facilitate the agent-led policy application journey by enabling a secure two-way digital channel, so as to empower customers with visibility and simple task completion, reduce friction, optimise agents’ operational efficiency?
As the UX Designer, I started off with defining the high-level view of the experience by mapping out the happy path of the end-to-end journey across the agent and customer channels - from initial enquiry conversation, agent processing the the application, customer using the digital channel to submit documents and signatures, agent reviewing the application, to customer making payment and activating their account upon application approval.
Then, I worked with the BAs to understand the exceptional use cases and complex scenarios (e.g. insured is not the policy owner, multiple insured, change of requests, etc) so as to map out those journeys accordingly.
After aligning the journeys with Product Owner, I further zoomed into one level down to define the detail user flows (e.g. every step flow, elements interactions, error case handlings and scenario-based variations) for each of the channels. UI Designers then worked with Design System to create hi-fi mock ups.