Research Process

Evaluative Research

Before embarking on the interview phase of the Area Book redesign project, a thorough preparatory research phase was undertaken to establish a comprehensive understanding of the challenges faced by Horace Mann agents and to identify potential areas for improvement within the existing platform.

Mapping out the workflow as observed through contextual inquiry.

By conducting this preparatory research, the project team gained a nuanced understanding of the existing challenges and opportunities within the context of Horace Mann's operations. This foundational research set the stage for more targeted and insightful user interviews, providing a robust basis for informed decision-making throughout the redesign process.

Interviews

The user interview phase of the Area Book redesign project was a pivotal step, delving deeper into the perspectives and experiences of Horace Mann agents. This qualitative research approach aimed to unearth nuanced insights, gather firsthand anecdotes, and validate findings from the preparatory research, ensuring a holistic understanding of user needs and expectations.

The user interview phase served as a crucial bridge between preliminary research and actionable insights, enriching the project's understanding of user needs. The qualitative data gathered during these interviews provided a nuanced foundation for the subsequent design decisions, ensuring that the redesigned Area Book would authentically address the challenges and aspirations expressed by Horace Mann agents.

Data Synthesis

Following the user interviews, the data synthesis phase played a pivotal role in distilling a wealth of qualitative information into actionable design insights. A key methodology employed during this phase was card sorting—an invaluable technique that facilitated the organization and prioritization of features within the redesigned Area Book based on user perceptions and expectations.

By incorporating card sorting insights into the data synthesis process, the redesign team could harness the collective wisdom of Horace Mann agents to shape an information architecture that resonated with their mental models and preferences. This user-centric approach not only validated the project's direction but also laid the foundation for a redesigned Area Book that intuitively aligned with the expectations and workflows of its end users.

Impact

The impact of the redesigned Area Book improved upon a plethora of qualities, including redefining the way Horace Mann agents engage with clients, streamlining workflows, and helping to achieve their professional objectives. The culmination of extensive research, iterative design, and user-centric principles has manifested in a transformative tool that resonates with agents and catalyzes positive outcomes across various dimensions.

1. Enhanced Efficiency and Time Savings:

• Agents now experience a streamlined workflow with significantly reduced clicks to access critical client information.

• Cumbersome processes that once impeded efficiency have been replaced with intuitive navigation, enabling agents to focus on meaningful client interactions.

2. Improved User Satisfaction:

• The redesigned Area Book has garnered positive feedback from agents, reflecting a notable increase in user satisfaction.

• User surveys and post-implementation analysis indicate a tangible shift in sentiment, with agents expressing greater contentment with the usability and effectiveness of the platform.

3. Personalized Client Engagement:

• Agents report a more personalized and consultative approach to client interactions facilitated by quick and easy access to comprehensive client profiles.

• Features such as the notes section empower agents to document and leverage client-specific insights, fostering stronger relationships and tailored service delivery.

4. Quantifiable Usability Metrics:

• Key performance indicators (KPIs) related to task success rates, completion times, and error rates demonstrate the measurable impact of the redesign on the efficiency of agent tasks.

• Usability testing and analytics reveal statistically significant improvements, validating the success of design decisions.

5. Increased Adoption Rates:

• The redesigned Area Book has witnessed a notable increase in adoption rates among agents.

• Agents, who once faced resistance due to the clunkiness of the previous system, are now more inclined to embrace and utilize the features of the redesigned platform.

6. Positive Business Outcomes:

• The streamlined workflows and enhanced client engagement facilitated by the redesigned Area Book have translated into positive business outcomes.

• Agents report an increase in their ability to meet client needs efficiently, leading to higher customer satisfaction and potentially contributing to increased sales volumes.

7. Continuous Improvement Culture:

• The impact of the redesign extends beyond the immediate outcomes, fostering a culture of continuous improvement.

• Feedback loops and post-implementation analysis have become integral, ensuring that the Area Book evolves in response to changing user needs and technological advancements.

In essence, the redesigned Area Book is not merely a cosmetic overhaul but a strategic intervention that has reshaped the landscape of insurance sales at Horace Mann. Its impact is measured not only in enhanced usability metrics but also in the tangible improvement of agent-client interactions, job satisfaction, and overall business performance. The project stands as a testament to the transformative power of human-centric design in reshaping the tools that drive success in the insurance industry.

Lessons Learned

The process of redesigning the Area Book has been a rich and enlightening journey, yielding valuable insights and lessons that extend beyond the realms of design and user experience. As we reflect on the challenges, triumphs, and evolving dynamics of this project, several key lessons have emerged, guiding future endeavors and contributing to a deeper understanding of the intersection between technology and user needs.

“During the Process of re-writing the Area book application UX and UX research performed many interviews with agents and we’re able to determine what the most important parts of the existing application were to the agent. They were also able to extract from the agents what future features are really important and would be great time savers for the agent, so we’re working towards a product that will be truly useful to the end user. 

During the design process UX has provided tremendous value with providing the design of pages, and the flow that will work best. A lot of times this will fall onto the developer and it’s not a skill set we typically have, and takes a lot of time for us to do. The UX team did a demo of the app with the initial design to the agents and figured out how they would use the application, and what our pitfalls were before we even started doing development on the web application.”  

-HM Developer

1. Contextual Inquiry:

• Conducted contextual inquiries by observing agents in their natural work environment.

• Immersed in the daily routines and workflows of agents to gain firsthand insights into their interactions with the existing Area Book.

• Identified pain points, bottlenecks, and inefficiencies in the current system through direct observation.

2. Review of User Feedback and Support Tickets:

• Analyzed historical user feedback and support tickets related to the Area Book.

• Identified recurring themes and common issues reported by agents.

• Used this data to prioritize areas for improvement and understand persistent pain points.

3. User Analytics Review:

• Examined user analytics data from the existing Area Book to identify usage patterns.

• Investigated which features were frequently used, ignored, or caused frustration.

• Used analytics insights to inform the design strategy and focus on high-impact areas.

4. Stakeholder Interviews:

• Conducted interviews with key stakeholders, including Horace Mann agents, team leads, and decision-makers.

• Explored their perspectives on the current challenges and opportunities within the existing system.

• Gathered insights into overarching business goals and user expectations.

1. Semi-Structured Interview Framework:

• Developed a semi-structured interview framework to guide discussions while allowing flexibility for participants to express themselves freely.

• Included open-ended questions to encourage detailed responses and uncover unexpected insights.

• Focused on key areas such as pain points, preferences, and aspirations within the context of using the Area Book.

2. Exploration of Pain Points:

• Explored participants' day-to-day challenges and frustrations with the existing Area Book.

• Encouraged agents to share specific instances where the current system hindered their workflow or impeded client interactions.

• Prioritized understanding the most pressing pain points from the user's perspective.

3. Feedback on Existing Features:

• Solicited feedback on individual features within the Area Book, gauging their effectiveness and relevance.

• Inquired about features that were particularly useful, those that were underutilized, and areas where improvements could be made.

4. Desired Enhancements and New Features:

• Prompted agents to envision their ideal tool for client engagement and workflow management.

• Explored agents' wish lists and expectations for additional features that could enhance their productivity and overall satisfaction.

5. Usability and Accessibility Insights:

• Probed into the usability of the existing system, asking participants about their comfort level and ease of navigation.

• Inquired about any accessibility considerations or challenges faced by agents, ensuring that the redesigned Area Book would be inclusive and user-friendly for all.

6. Emphasis on Client-Centricity:

• Explored how agents perceived the client-centricity of the existing system.

• Inquired about their ability to access and leverage client information effectively to enhance personalized interactions.

• Gathered insights on the alignment of the tool with agents' goals of providing excellent customer service.

1. Card Sorting Workshops:

• Conducted collaborative card sorting workshops involving Horace Mann agents.

• Provided participants with sets of virtual cards representing different features and functionalities within the Area Book.

2. Information Architecture Refinement:

• Analyzed the outcomes of card sorting sessions to identify emerging patterns in how agents mentally organized and prioritized information.

• Refined the information architecture of the Area Book, ensuring that the layout resonated with agents' mental models and workflows.

• Used card sorting insights to inform decisions about the placement of key features for optimal accessibility and intuitiveness.

3. Feature Hierarchy Determination:

• Leveraged card sorting results to establish a clear hierarchy of features within the redesigned platform.

• Identified core functionalities that were consistently deemed as high-priority by agents.

• Aligned the feature hierarchy with user expectations and preferences to streamline workflows.

4. Iterative Design Adjustments:

• Incorporated findings from card sorting into the iterative design process.

• Made adjustments to the layout, grouping, and presentation of features based on the emergent patterns observed in card sorting workshops.

• Ensured that the redesigned Area Book reflected the prioritization and organization preferences of its end users.

5. Validation through Prototyping:

• Developed interactive prototypes based on the synthesized insights from card sorting.

• Validated the effectiveness of the refined information architecture through usability testing with representative agents.

• Gathered feedback on the navigational structure and feature placement to further fine-tune the design.

6. Cross-Referencing with User Personas:

• Cross-referenced card sorting insights with established user personas to ensure alignment with diverse user needs.

• Verified that the refined information architecture catered to the preferences and expectations of different user segments identified during the preparatory research phase.

7. Documentation and Communication:

• Documented the outcomes of card sorting sessions, capturing the rationale behind feature categorizations and hierarchies.

• Effectively communicated the synthesized insights to the design and development teams, ensuring a shared understanding of user-driven priorities.

1. User-Centricity is Non-Negotiable:

• The pivotal role of user-centric design cannot be overstated. Prioritizing the needs, preferences, and pain points of end-users throughout every phase of the redesign was foundational to its success. The more intimately we understood our users, the more impactful our solutions became.

2. Iterative Processes Fuel Progress:

• Embracing an iterative approach was fundamental to achieving success. Continuous feedback loops, iterative design adjustments, and a commitment to refining based on user insights ensured that the redesigned Area Book evolved dynamically and responsively.

3. Collaboration Amplifies Insights:

• Collaboration across diverse teams, including designers, developers, stakeholders, and, most importantly, end-users, brought a wealth of perspectives to the table. The synergy of these diverse insights fostered innovation, minimized blind spots, and enriched the overall quality of the redesign.

4. Data-Driven Decision-Making Prevails:

• Data, whether derived from card sorting, usability testing, or post-implementation analytics, played a decisive role in steering the project. Quantifiable metrics and qualitative insights collectively informed design decisions, validating hypotheses and ensuring a strategic alignment with project objectives.

5. Resilience Overcomes Challenges:

• The redesign journey presented its fair share of challenges, from technical hurdles to unforeseen user expectations. The resilience to overcome setbacks and the adaptability to adjust strategies in response to challenges were crucial in maintaining forward momentum.

6. Embrace Continuous Learning:

• The fast-paced nature of technology and user expectations necessitates a culture of continuous learning. Remaining open to new insights, emerging technologies, and evolving user needs positions a project for sustained success in an ever-changing landscape.

The Area Book redesign journey has been more than a project; it has been a testament to the resilience, adaptability, and collaborative spirit of the team. The lessons learned are not just applicable to this endeavor but serve as guiding principles for future projects, emphasizing the importance of user empathy, iteration, collaboration, and a commitment to continuous improvement. As we move forward, these lessons become the compass that navigates the path to innovation, user satisfaction, and the ongoing evolution of technology solutions at Horace Mann.