15 WEEK PROJECT
Client: Financial services
Project: Employee Experience

Re-imagining the experience of insurance agents, with the vision of becoming a partner for their customers

This project involved 5 different countries (Austria, France, Spain, Switzerland and Italy) in which each of them, had a widely developed set of tools to support agents. 

The challenge was to understand which assets each country had in hand, their quality and which other assets they needed to be able to create a beneficial ecosystem in which countries collaborate to share best practices and optimise resources. 

The ultimate goal was to accelerate the pace of transformation in building digital tools for agents and create impact. 

Outcomes

After having mapped the agent journey as-is of each country, highlighting the agents’ current experience and their adoption of digital tools, we delivered an Agent journey to-be (for all countries), in which we mapped the future experience of agents, enriched by conceptual UI screens designed using a design framework that had been already previously created. 

In collaboration with the Accenture team, we also delivered a feature roadmap headlining the needs of each country, understanding how they could optimise resources and help each other, in order to create a common global framework that accelerates the agents' digital transformation.   

My role

During the project I have been involved in mostly all the different activities.

— First by conducting agents’ interviews in different languages, I was able to empathize with the client and put myself in their shoes understanding in depth their needs and fears.

— I was also involved in the synthesis of all the research findings: writing and clustering pain/powerpoints into different topics and in the mapping of both journeys as-is and to-be.

— I was involved in the workshop, facilitating one group of different stakeholders, and pushing them to ideate and collaborate together

— I have handled mostly by myself the high-level concepts that were wireframed and then visualized using a design language previously created.

Discover

One-to-one Interviews with Stakeholders
We started with the Discover phase where interviews were conducted with 15 stakeholders from the business units to understand their vision and digital capabilities.

One-to-one Interviews with Agents
We also conducted one-to-one interviews with 32 agents in Austria, France, Spain and Switzerland.

Define

Interviews download
We did a download of all of the interviews conducted in the different countries.

In order to simplify complexity, we decided to create a common model to read results: we organized all of the pain and power points of the agent experience into common insights. These insights were then organized into 3 different categories also common to all countries, to help comparison.

5 separate AS-IS agent journeys with common insight topics
The analysis of the insights from the agent interviews resulted in 5 separate agent journeys (1 for each country):

• Using a common structure, we summarized the as-is situation of agents in a journey for every country, where we mapped: the pain and power points - organized various topics (common to all countries), the emotional line, and the relevant IT enablers/digital capabilities (digital maturity).
  
  It allowed each country to have a general overview of happenings in agents’ day-to-day activities and to better understand the areas of opportunities

Insight report
We gathered all of the insights gathered from this phase into a report where we also created a cross-country emotional line, where we evaluated the agents’ several power and pain points, and a cross-country agents’ priorities.

As a result, this phase generated:

• 10 Macro insights, 200+ Pain and Power points

• 5 Separate as-is journeys

• 1 Cross-country agent pain point evaluation (emotional line)

• 1 Cross-country Agents’ priorities

• 1 Business unit list of digital capabilities

Collaborative design:
co-creation workshop with stakeholders

The full day co-creation workshop involved global stakeholders who attended to co-design the future of the agent journey.
The participants worked in groups, where they were each assigned a persona as well as a phase of the journey to focus on. 

Based on the concepts generated by the participants, a common Collaboration model was built to identify the Contributors and Receivers for a specific idea: Contributors are BUs willing to share knowledge and assets and Receivers who are in need of knowledge and assets based on a specific idea.

Design

Elaboration of concepts - internally
In order to build the TO-BE Journey, we first understood the workshop outcomes coming from the countries, integrated insights, elaborated a features list (cross countries), and then illustrated concepts for each step of the journey.

After that, we started designing high-level wireframes to map all the interesting features to be included in the screens.
Having already a global design framework created, we optimized the work and used components of the design framework to visualize certain features.

Outcome and deliverables

From 5 journeys to 1 unique journey to-be
We were able to simplify the 5 as-is journeys of the 5 countries and delivering one unique journey to-be, highlighting the agent’s future experience. 

The evolved agent journey enhances agents’ experience by embracing the opportunities and tackling pain points and needs that emerged from the agents’ and stakeholders’ research.

Today, the agent journey to-be is a consolidated and unique end-to-end journey with 43 UI concepts that support the vision and provide qualified leads and suggestions to help save time, enabling agents to focus on service and customer relationship. 

The to-be journey has been presented in a form of a PPT deck, highlighting each phase of the journey with its contextual high-level concept screens (mobile and tablet) with description of each feature.

It has also been presented through an interactive journey that was created on Invision with the same content.