AIA Insurance– UX Research
My Role
User Research
Workshop Facilitation
Human Centred Design
Client Engagement
In line with AIA’s proposition of My Way Life Insurance, it was vital to enable their customers with the ability to buy & manage their insurance online. A one stop shop for all AIA insurance products was to be designed, but designing for this from scratch was a big task.
Project
Deliverables
1. Experience Themes that provide a clear picture of the user issues, needs and expectations
2. Usability Testing Results on the ‘buy’ journey and various low fidelity prototypes of features
3. Feature Prioritization informed by user research data and stakeholder workshops
4. Service Blueprints of all the phone servicing scenarios for AIA insurance products
As the lead researcher on the team, I was responsible to decide on the project approach. Some initial meetings with stakeholders helped me unpack the design brief. The approach decided was a double diamond process for the UX research piece with stakeholder workshops to socialise insights and Also, multiple workshops to be parallelly to deliver on the service blueprints for the larger service delivery piece.
Round 1 research gave us a detailed map of the experience themes – user issues, needs and expectations. The research was conducted as remote 1:1 video interviews.
The next step was to socialise the round 1 insights with multiple stakeholders through series of workshops. The agenda was to build empathy for the users, bring everyone on the same page in terms of the direction of the research project to gain buy-in from everyone and lastly to use this as an opportunity to brainstorm ideas that can be developed further to conduct some early user testing and round 2 research. We used HMW statements that we developed for each insight to ensure the research data is solution oriented and trigger directed ideation.
The stakeholder workshops gave us a lot of ideas that had consensus but needed further fleshing out before we take it to the user to test and get a much more realistic sense of what works and what doesn't. The Round 2 research was focussed on some of the key part of the discussion guide from Round 1 that gave us quality insights and also testing some of the low fidelity prototypes we built based on the workshop ideas.
Round 2 research and user testing results were instrumental in understanding and informing what the product roadmap should look like in terms of features. We facilitated further workshops with primarily the product, development and design teams to agree upon the feature prioritization informed by the round 2 research data.
While the UX research project was going on, the wider project to map the service blueprints for My Way Life project delivery was implemented via multiple workshops with various stakeholder departments with a focus on customer experience focused opportunity identification.
Project
Impact
1. Experience Themes enabled the product team to evaluate their strategic direction & stressed to the stakeholders about the importance of a UCD approach for My Way Life digital platform
2. Usability Testing Results delivered clear feedback on what is working, not working and why to the UX team on the current buy journey that was built out
3. Feature Prioritization provided a clear direction to the product team roadmap and planning for the digital platform release
4. Service Blueprints helped in getting multiple teams within AIA that are responsible for service delivery to be on the same page and the workshops enabled us to spot opportunities to improve