Cross Sell Feature
The RiskMatch product is introducing a way for insurance producers to identify cross-sell opportunities by finding model-generated recommendations on new areas not previously used.
Brand
Product
Risk Match
Role
Product Designer
Responsibilities
Research Analysis
UX/UI Design
Wireframing
Prototyping
Design Tool
Figma
Teammates
Product Manager
Product Owner
UX Researcher
Problem
The cross sell feature was more confusing than it was helpful
because of the user interface. Users were unclear how to use it
to their advantage due to the overwhelming amount of options.
Solution
The solution was to add in more instructional elements and
create a better flow so users knew what steps to take in order
to get the best results for their business.
Handoff
A few months prior, our UX researcher performed extensive user research on the Cross Sell feature. I worked closely with her to hand off all the work that was done previously and decide next steps by:
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Reading through all reports to understand the users wants and decide what the priorities were.
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Watching recordings of research sessions to see where users were getting stuck and frustrated with the tool.
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Meeting with the product team to understand what they wanted to accomplish from this project.
Research
Format:
7 participants
60 minute Zoom sessions
Goals:
Understand how producers use Cross Sell.​
Explore how frequently a user needs to re-run reports and validate the value of being able to schedule reports​.
Explore how the results page would best suit the needs of producers.
Findings:
It was very overwhelming trying to create a new report because of the amount of choices and categories.
The report did not offer certain cross sections of data producers were looking for.
-User research participant
"This doesn't seem very user friendly to me. There are a lot of options. Sometimes, less options is less confusing."
Recommendations
After digesting all the research and findings, I put together a list of recommendations to share with the product team to align on the direction of the project.
Creating a Report:
Create a landing page with instructions on how to create a new report to give users a place to start.
Have a saved reports sections so you don’t have to re-enter everything every time.
Viewing a Report:
Make the cross sell feature more prominent on the page.
Have an export button to share out results.
User Flow
Since there were new pages and flows needed, I created a user flow in FigJam to understand the full picture of how this tool would work together.
Sketches
I then sketched things out on paper to get ideas flowing. This helped me get a feel for what could work as possible solutions before turning them into digital wireframes.
Wireframes
Landing Page
There is now a new user and existing user landing page.
New user landing page includes quick instructions on how to create a new report, based on feedback of users struggling to create reports.
New User Landing Page Wireframes
Existing user landing page includes quick access to saved and recently run reports, based on feedback that they were wasting time inputting the same criteria in.
Existing User Landing Page Wireframes
Criteria Selection Page
The selections are now in consistent dropdowns, based on feedback that all the options were very confusing to understand.
There is descriptive error message when things don't work.
A client # tracker is placed at the bottom so users knew where they are at.
Criteria Selection Page Wireframes
Report Page
A save report button is included to add to their favorites list.
The recommendation grid moved closer to the top of the page for visibility, based on feedback that other information wasn't relevant to users.
Report Page Wireframes
High Fidelity Mockups
I worked very closely with the product team at this stage to finalize information needed and make sure the designs were hitting all their goals.
Landing Page
Built out interactions and thought through where buttons/clicks should be to get to saved and recently reports.
New User Landing Page
Existing User Landing Page
Criteria Selection Page
Reorganized some of the dropdowns to display a more logical order for users.
Included an exit button as a way out of the flow.
Criteria Selection Page
Critieria Selection Page (scrolling)
Report Page
Finalized information needed on this page.
Allowed for a customizable grid to contain relevant information for the users.
Report Page
Learnings and Next Steps
I learned to have frequent check ins with product team to constantly improve processes. Also, putting the effort into wireframes helps so much when it comes time to design the high fidelity mockups.
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Currently, the development team is building out the designs to be implemented in the software.
