Co-operators
The Co-operators, an insurance company, launched its authenticated website in the 90s and has not gone through a digital transformation since then. In response to changing customer needs and expectations, the company identified the need to enhance its online services to offer best-in-class client experiences. The project's scope for the 5-year plan was focused on streamlining and simplifying processes for clients with home, auto, commercial or farm insurance policies.
To achieve this goal, the project team aimed to simplify the client registration process and improve the client's ability to self-serve online. This included redesigning and replacing the front-end technology of online services that would allow clients to manage their home, auto, farm and commercial insurance policies, as well as their segregated fund investments. The team also worked on improving the user experience by creating a clean and intuitive interface that would allow clients to easily navigate the website and find the information they need.
Research
The research team synthesized findings that helped educate the entire product team areas of the landing page that needed to be improved.
Digital Metrics
Digital metrics provided the team insight to the growth or decline of key features of the landing page. The research team would conduct studies on features that saw a significant decline. This provided the team insights into painpoints and areas where we could improve the customer experience.
UX Deliverable
Improved user efficiency across core authenticated tasks by approximately 25% to 40% through workflow simplification and improved navigation structures. Helped standardize reusable UX components, reducing duplicate design efforts and improving consistency across teams by approximately 35% and building and maintaining design systems. Reduced design rework by creating and refining UX artifacts, exploring design solutions early in the development cycle through rapid prototyping and iterative reviews.
