This document discusses how user experience design is an important but often overlooked element in business insurance projects. It argues that starting projects with user research to understand goals and contexts can help ensure systems meet real user needs. While UX design may seem like an added cost, it can actually reduce rework and improve productivity, quality, and customer satisfaction. The document outlines a path to developing internal UX capabilities within a business insurance organization over time.

1. User Experience Design
in Business Insurance
The
Missing
Ingredient

2. Why interested now?

3. Not long ago…

4. Today…

5. Today…

6. Today…

7. Today…

8. Today…

9. Today…

10. Today…

11. Today…

12. Today…

13. Today…

14. Today…

15. Today…

16. Today…

17. Today…

18. Today…

19. Today…

20. Today…

21. Today…

22. Today…

23. Today…

24. Today…
But, back at the office…

26. What’s Missing?

27. User
Experience
Design

28. What’s holding us back?
Limited Costs Talent
Awareness

29. Limited
Awareness

30. Today, user experience design is usually
sprinkled into a project

31. When should user experience design occur?

32. User Experience Design starts here.

33. User Experience Design starts here.
And is blended throughout the entire project

34. Starting with…

35. Understanding the user

36. We start with a
Business Idea

37. We start with a
Business Idea
to Increase Shareholder Value

38. Business
is run by
People

39. The
Abstract User
“ What functionality should the app
provide?”
“ What if the user needs to …?”
“ Someone may want to …”
“ The system needs these data elements to
complete the function.”

40. And the value of the
Business Idea
is
Lost

41. With
User Research

42. With
User Research
• User Goals

43. With
User Research
• User Goals
• Task Analysis

44. With
User Research
• User Goals
• Task Analysis
• Contextual Inquiry

45. With
User Research
• User Goals
• Task Analysis
• Contextual Inquiry
• Personas

46. With
User Research
• User Goals
• Task Analysis
• Contextual Inquiry
• Personas
A concrete picture of our user emerges

47. And it causes us to
Think Differently
“ What functionality should the app
provide?”
“ Which user goals should this app
support?”
What if the user needs to …?”
“ What is Alice’s primary goal in this
scenario?”
“ Someone may want to …”
“ How important is it for Alice to…?”
“ The system needs these data elements to
complete the function.”
“ How can we make it easier for Alice to log this event? ”

48. UI Design

49. Traditionally
down…
r i te it
w
iscuss i t…
D
i t.
es ign
he nd
t

50. For better requirements
s i t… val
Discus ida
te
it
n.
d ow
e it
rit
desig en ,w
n it… th

51. Design Progression
Functional UI
HTML Mockups
Static Images
Wireframes
Paper Prototypes
Sketches
CONCEPTUAL REAL
Clarify and uncover requirements
More Ideas  Better designs

52. Building the UI

53. UI Development is Complex
Developers must appreciate
Designers must appreciate

54. Usability Testing
la te
T oo

55. Usability Testing
Test early, test often

56. What can we test?

57. Keep testing simple – so you do
enough of it. Lessons from Steve Krug
“Testing one user early in the
project is better than testing 50
near the end.”

58. Implementation

59. How are we doing?
Web Analytics User Feedback
• NetInsight • Get Satisfaction

60. Not just
t he
End of
The Project

61. Beginning of the
Next Release
User re
search
with th
e current
version

62. Cost

63. User Experience Design
Reduces Project
Costs

64. 10 cup
9 cup
8 cup
7 cup
Added tasks and people
6 cup
5 cup
4 cup
3 cup
2 cup
1 cup

65. 10 cup
9 cup
8 cup
7 cup
Added tasks and people
6 cup
5 cup
4 cup
3 cup
2 cup
1 cup

66. 10 cup
9 cup
8 cup
7 cup
Added tasks and people
(but not as much as you think) 6 cup
5 cup
4 cup
3 cup
2 cup
1 cup

67. 10 cup
9 cup
8 cup
Development 7 cup
6 cup
5 cup
4 cup
3 cup
2 cup
1 cup

68. 10 cup
9 cup
8 cup
Development 7 cup
Rework 6 cup
5 cup
4 cup
3 cup
2 cup
1 cup

69. 10 cup
9 cup
8 cup
Development 7 cup
Rework 6 cup
Training 5 cup
4 cup
3 cup
2 cup
1 cup

70. 10 cup
9 cup
8 cup
Development 7 cup
Rework 6 cup
Training 5 cup
Support 4 cup
3 cup
2 cup
1 cup

71. User Experience Design
Increases Project
Value

72. Productivity

73. Quality
Productivity

74. Sales and customers
Quality
Productivity

75. Satisfaction
Sales and customers
Quality
Productivity

76. Talent

77. Our Options…
Train Rent Hire

79. What Can We Do Now?
• Plan for user experience activities
• Engage Enterprise Usability
• Bring skilled user experience
talent to our teams

80. What Can We Do Now?
• Plan for user experience activities
• Engage Enterprise Usability
• Bring skilled user experience
talent to our teams
But that’s short term…

82. Business Insurance
Portfolios
UX Community
Enterprise
Usability
PI
Usability
Research

83. BI User Experience Design Group
2009 2010 2011 2012
 Usability practices at Travelers
 Offerings from consultant partners
 Visited with Open Solutions
 SharePoint site
 Monthly lunch-n-learn
 Awareness

84. BI User Experience Design Group
2009 2010 2011 2012
• Virtual team
• Project guidance
• Liaison to Enterprise Usability Group
• Training opportunities
• UX Library
No budget impact

85. BI User Experience Design Group
2009 2010 2011 2012
• Formal group with department leader
• Small team of allocated, budgeted resources
• Engagement model defined
• Influence enterprise UI policies
• Expanded library and training
• Unify and leverage user experience design across
all BI portfolios

86. BI User Experience Design Group
2009 2010 2011 2012
• Fully staffed department
• UX specialist for each portfolio
• UX center of excellence
• Drives consistent, outstanding user
experience across all portfolios

87. User Experience Design
• More involved than you may think
• But, not as costly as you may think
• Delivers a better solution sooner
• Business experts, not system experts
• Lowers cholesterol

88. User Experience Design
• More involved than you may think e
olleg
• But, not as costly as you may think ss rsity C also
nive re
fr om U nd st erol
• Delivers a better solution sooner cholest n
“A team has fou
ndon to raise g-term i
• Business experts, not o pears the lon
L system experts
ap r
s ove le.”
• Lowers cholesterol level e peop 05
r 200
er 20
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89. User Experience Design
Not just sprinkled in throughout the project.
A way of thinking carried
throughout the project
that takes our work
from good…

90. To Great!