Role
Lead Designer
Competitive Research
UX Strategist
IA Architecture
QA Analysis
MyAMA Insurance
Summary
I was tasked with redesigning the existing Online Account platform to allow AMA Insurance customers manage their policies. This needed to be one-stop portal for members to easily add their policies, request changes, view/change billing, contact their advisor, and more.
Business Goal Results
- 17% increase in Membership upgrades during renewal
- Increased 320% Member engagement
- 110,000+ online sessions within first 3 months of relaunch
Original AMA Online Account
Redesign to MyAMA Account
User Research & Strategy
I gathered user insights from our member journey team, who performs ongoing surveys and focus groups to find what features our insurance members were looking for. Additionally, I conducted multiple stakeholder interviews with our Customer Support Team, insurance business managers, and insurance agents to better understand the technical and business requirements.
In addition to our own member insights, I also did a comparative / competitive analysis and best practice guidelines from Baymard & NNg research to understand best practices and opportunities for a competitive advantage.
At the time we did not have an online user testing platform, so prototypes were tested internally with both insurance agents and employees that were insurance members but had no prior knowledge of AMA insurance policies. The main user feedback was hard to understand business-centric content, so we altered the content before launch.
MVP Features:
- Dashboard changes and evolves dependent on type of policies user adds
- Ability to view policy coverage, print documents, request policy changes, start/view claims, and update your billing information
- Useful tip areas for both seasonality and targeted to individual membership levels
- Geo-located agents and specific to insurance type
- Enhanced security using TransUnion verification
Easily Add Your Policies
The main feature of this new platform was to allow members to easily add their insurance policies with one-click. After some technical research, I realized we could also pull in additional insurance policies attached to the member once they’ve added one policy. While the prototype demo shows this functionality, ultimately due to development complexity, the V1 launch will only allow users to add one policy at a time.
Request Changes
As an AMA Insurance member, we wanted to make it seamless to request changes to your policy, download your Digital Pink Card, or start a claim. Utilizing competitor research and API research from our Business Analysts, I designed a series of quick forms that allow users to manage their policies online, rather than needing to come in centre or call one of our agents. These features include click-to-chat during business hours, and an automated follow-up email with your request.