Nicole Capuana

Alignment of the Interface

Problem:

The interface for the servicing site varied by user type which created redundancy and complexity while increasing development and maintenance costs. Individual projects focused on one user type without attempting to create a design that could support all three user types.

Process:

Iteratively usability tested designs for all transactions within the new servicing system. Determined that some advanced functionality was best for all users which still provided efficiency for power users (internal reps and agents).

Solution:

Defined that all user types should share the same interface with minimal flexing and provide the best customer experience. Resolved particular conflict that arose when reinstate functionality was extended to customers by guiding the design team through how to align and enhance what was already developed so that it balanced each user type's requirements and eliminated unnecessary redundancy.

Competitive Benchmarks (Keynote and Forrester)

Problem:

The Policy Servicing business team did not consider how individual projects could impact Progressive’s overall score and ranking in annual competitive benchmarks.

Process:

Reviewed published scorecard to identify changes from last scorecard (both positive and negative). Analyzed changes and differences between Progressive and main competitor. Documented how competitors met criteria that Progressive did not. Determined maximum score potential and investigated if the unmet criteria were planned for or not in line with the overall business objectives.

Solution:

Distributed published scorecard and analysis report that highlighted changes, comparison with main competitor, and opportunities for future projects. This report increased team awareness so that at the start of each project, there is an assessment made for criteria that could be impacted. Additionally, any new features or functionality is presented for potential additions to the scorecard criteria.

I also provided a self-service impact tool for team members to use to predict future scores.

My efforts continued Progressive's #1 rank by Keynote and garnered #1 in the Forrester 2010 US Auto Insurance Secure Site Rankings.

Messaging

Problem:

Messaging and offers within online policy servicing are difficult to measure for effectiveness and are inconsistent (visually, in placement, and in support of brand), unnecessarily complex, and redundant.

Process:

Usability tested messaging displays repeatedly with UI standards and documented recommendations based on user feedback. Analyzed site analytics to determine effectiveness of current message displays. Inventoried all existing messages and found opportunities for simplification and reduction. Documented negative user feedback. Analyzed the cost benefit of changing message types and placement based on increased take rates and completions of outstanding follow-ups. Created design concepts for each type of message.

Solution:

Redesigned messaging by message type (critical action, inline, procedural, system, and catastrophe) and contextualized offers to relevant transactions. Based on tenets of strengthening information, prompting action or facilitating interactions, measuring effectiveness and communicating with substance. Cost benefit analysis predicts a $6M-$27M earning and a 51% reduction in message inventory.

Site Simplification

Problem:

IT wanted to remove site content because it was in an old code base without assessing the impact of the removal.

Process:

Analyzed site visits to determine how often content was accessed. Reviewed Keynote and Forrester scorecards to assess impact to competitive benchmark ranks and scores and found specific Keynote criteria that were met by the content.

Solution:

I proved that a sizeable portion of the content could retire but there was a negative impact to our Keynote score if we simply removed the section entirely. Analysis revealed that the content worth keeping was personalized to the individual because it increased user satisfaction. This analysis eliminated 40+ pages.

UI Standards

Problem:

User interface, design elements, patterns and style guidelines were inconsistent across the servicing site.

Process:

Formed a collaborative cross-functional group to study, test and define UI standards for the interface of the policy servicing web platform that worked all user types. Started with documenting the elements easiest to agree on and then spent a year iteratively usability testing all standards. As standards were proven, documented standard and provided patterns, examples and code snippets for reference. Worked through all exceptions by usability testing multiple concepts with each user type. Held focus groups with agents and customer service users.

Solution:

Negotiated reasonable standards and solutions (both from a business and technology perspective) informed by rigorous usability testing and user feedback.

Built a 100+ page standards reference web site to document all standards, provide examples and references, and show coding best practices to support the interface standards.