MY ROLE: lead UX strategy, conduct secondary research, conduct user interviews, create UX assets, design UI enhancements
GOAL: Create a more consistent and simple experience. Change UIs and business processes to better reflect happy paths, driving adoption and changing perceptions of the platform. Our customers will benefit from minimized confusion around UIs and processes and limited frustrations.
Salesforce
Liberty Mutual
Brief
Underwriters, Underwriting Managers, and Service Users currently have a negative perception of using Salesforce, the data it presents, and the processes encouraged. Our focus on a simplified user experience is fundamental to successful engagement with Customer Relationship Management and broader adoption, which in turn influences the quality of data. The success of CRM is dependent on use -- call reports being entered, accounts being tagged and promoted within pipelines, contacts being updated. As we continue to add features that make Salesforce a source of valuable broker information, we want to make sure that the platform is friendly, becoming a true enablement tool and not just a place Underwriters turn only when mandated. How can we enhance the current Salesforce capabilities to better serve our users?
Process
PRODUCT STRATEGY
SECONDARY + PRIMARY
RESEARCH
ANALYSIS
PROTOTYPING
WIREFRAMES
USER TESTING
+ FEEDBACK
PROPOSED
SOLUTION
PRODUCT STRATEGY
The business team was interested in enhancing the Salesforce UI for Underwriters and Underwriting Managers, but did not have research to support which areas of the UI needed updates. I facilitated a project kickoff with business and tech stakeholders to delve into product and research strategy.
The scope was defined as an underwriter focus, with the go-forward plan to conduct heuristic analysis and user interviews of focus areas​ of Search: Broker, Company. Account, and Contact Management, and Opportunities. ​​
SECONDARY + PRIMARY RESEARCH
I conducted heuristic evaluations on the UI flows of the various focus areas to identify changes. As an organization, we also participated in a Salesforce workshop where we discussed other insurance companies usage of Salesforce to. I also conducted several rounds of user interviews with Underwriters and Underwriting Managers to further understand pain points.
ANALYSIS
I gathered research data from the user interviews and affinity mapped out emerging insights. I also created user personas, journey maps, and flows to help illustrate gaps in current processes.
WIREFRAMES
I used both Miro and Figma to mock up wireframes for various UI changes based on user feedback and heuristic evaluation to validate the concepts.
PROTOTYPING
I created a prototype in Figma to illustrate the user flow of the enhanced experience. This is a sample of one interaction.
USER TESTING + FEEDBACK
I led users through user testing individually to understand pitfalls of the current prototype. Group sessions were also organized to get feedback from as wide of an audience as possible.
