Earlier this month our Product Instructional Designer Lindsay McCauley attended the 12th annual CanUX conference in Ottawa to help bring back the latest UX expertise to improve our distribution platform product design.
She brought back her top 3 takeaways insurers need to consider when creating digital experiences that are truly human-centric and convert consumers. Lindsay emphasized that implementing digital tools to optimize user experience (UX) is crucial for insurers to stay competitive and meet both consumer and advisor expectations. Here are her top takeaways:
Prioritize user-centric design principles to ensure that digital tools are intuitive and easy to navigate for advisors and consumers.
Conduct user research or ensure your platform vendor conducts user research to understand consumer/advisor behaviours, pain points, and expectations.
Ensure your digital tools were created using personas to represent different user segments and tailor digital tools accordingly.
Ensure digital tools are accessible to users with varying abilities to reach more middle market consumers and a wider more inclusive range of advisors.
Follow accessibility standards (e.g., WCAG) to make the tools usable for all individuals.
Provide alternative text for images and ensure compatibility with screen readers.
Incorporate feedback loops to gather user input on the usability of the digital tools for both advisors and consumers.
Ensure you or your platform vendor actively seeks and responds to feedback to improve the user experience.
Implement in-app surveys or feedback forms to capture user opinions.
Continuous Testing and Iteration:
Ensure your digital tools were developed with an iterative approach to design, test, and refine digital tools.
Ensure you or your platform vendor regularly conducts usability testing with real users to identify areas for improvement.
Ensure you or your platform vendor stays agile and responsive to evolving user needs and technological advancements.
By incorporating these tips, insurers can enhance the UX of their digital tools, leading to increased customer satisfaction and loyalty. UX strategies can help meet the demands of today’s insurance landscape, as well as position insurers to adapt seamlessly to future shifts in user expectations and technology.