The primary users of the new portal were active insurance agents, whose productivity depends on efficiency. To understand their needs, we conducted interviews to identify pain points and satisfactions with the legacy app.
Agents expressed frustration with:
lack of remote access for policy changes
absence of real-time status updates
inefficiency of the search function
However, they appreciated:
the ease of accessing forms
convenience of making policy payments
We also considered internal stakeholders, like human processors who review complex client requests, emphasizing the need for a streamlined process to reduce manual work while maintaining accuracy.
The deprecation of the legacy app due to outdated technology created an urgent challenge, as it reduced agent efficiency, led to customer dissatisfaction, and hindered digital progress.
We faced hurdles, including resolving security concerns for remote transactions, efficiently handling bulk client requests, and working within the technical constraints of the existing My AIA client portal back-end.
Given the tight timeline, we leveraged existing data, such as agent personas, empathy maps, and service blueprints, to understand agents' primary goals:
Making sales
Building lasting client relationships
Delivering excellent customer service
This research was essential for aligning our design decisions with user needs.
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We then held a workshop to map the new app’s information architecture, reverse-engineering the legacy app to understand its structure. Requests were categorized into client-level and policy-level actions to ensure a logical, user-friendly flow.
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With the information architecture set, we moved straight into designing the app’s key pages, bypassing wireframing due to time constraints.
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The Dashboard posed challenges as it was partially developed by a previous designer. We optimized the search function with a partial match query system for quicker client searches and displayed transaction statuses to help agents track and follow up efficiently.
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The Client Profile page provided quick access to essential information, including personal and contact details, active requests, and policies, allowing agents to verify data and make changes easily.
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Finally, the Policy Details page streamlined policy requests, showing only applicable actions and disabling conditional ones based on policy status to reduce clutter and guide agents efficiently.
We tackled remote transaction security with a tokenized link system for secure digital authorizations, acting as an e-signature. Additionally, a queue system was designed for agents to bundle multiple requests into one transaction, boosting efficiency.
Simplified user flow for single request transactions:
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Simplified flow for bulk request transactions:
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User testing was a crucial part of our process. We conducted the first round with agents nationwide, asking them to complete tasks like finding a client, updating contact details, and changing personal information. The feedback was highly positive, with an average ease-of-use rating of 6.2 out of 7 and a System Usability Scale (SUS) score of 68.38.
Due to time constraints, we couldn't test client-side interactions, but the agent-side insights led to necessary screen adjustments, enhancing the overall user experience. Key feedback on the initial screens included:
The project concluded with the successful rollout of the My AIA Agent Portal. Despite challenges, the new platform was well-received, with agents praising its streamlined processes and modern features. Though we couldn’t conduct additional testing or fully implement the queue system,
Enhanced search functionality for both policy owners and numbers, even with incomplete input.
Clear status updates with respective actions, ensuring agents stay informed.
Displaying policy lists above active transactions, prioritizing policy information for quick access.
More informative policy cards for easy scanning without needing to open the details page.
"Oh so you can also see the unregistered clients (in MyAIA client portal), that’s nice"
Organizing request entry points by categories and sub-categories, eliminating unnecessary middle pages.
"This update is a big help, this takes off a lot of time."
We also demonstrated a sample flow for client authorization via a secure tokenized link, designed for scenarios where agents and clients are in live communication during remote transactions.
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"It's amusing that they are doing it all at once. At iCare, when many policies are being applied, we also have to do a lot of PDAFs (printed consent forms)."
"Authentication step is important so there is proof that the task given to him was completed."
This project underscored the critical role of user testing in the design process. With more time, additional testing could have offered deeper insights, especially for complex features. Navigating the backend system’s technical limitations also taught us how to balance user needs with constraints. In the end, we delivered a user-centric solution that addressed agents' immediate needs and set the stage for future improvements.
Interested in working together?
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