GREAT EASTERN
AGENT DIGITAL PORTAL
The Agent Digital Portal (ADP) is one of Great Eastern's first initiatives at building a personal digital presence for each and every one of our financial representatives in 2020.
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This project is still in development as of today, which could be subjected to further changes and should remain private & confidential.
Project Context
The objective of the Agent Digital Portal (ADP) is to help more than 5,000 Great Eastern (GE) financial representatives (REPS) build a customizable, professional, digital branding & identity, to build trust and engagement with customers. It is a new digital storefront for direct sales, campaigns and lead generation.
Main User Group: RAFABA (Regional Agency for Financial Advice and Bancassurance)
Problem
What are the types of jobs our financial reps want to get done that cause them to use/ not use GE tools?
Given rapid digital expansion over the years, our REPS are required to possess high information-processing abilities over a large amount of data across various platforms. Some experience drawbacks with familiarising themselves with the different platform interfaces while others have varying levels of disengagement and frustrations when accessing product / policy / customer information online. These concerns among many others give us an opportunity to review our products through research, so we could better understand the Jobs-to-be-done by our REPS to design effective digital products that would be happily adopted in their endeavour to improve servicing, productivity and sales performance.
Great Digital Advantage (GDA) Team Brainstorm Session on Rep’s Jobs-To-Be-Done:
Leads Prospecting, Market Self, Develop Competency, Secure Sales Appointment, Establish Connection
Research - Agent Discovery Workshop
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What web feature(s) would be considered most important to the REPs for ADP?
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It was the first experimental workshop conducted with 4 senior financial agents on this project, where the UX team experimented with ideas we have about the website features. On one hand, we validated our ideas with the agents’ feedback, we also obtain better ideas from them about the website.
Research - Survey
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What web feature(s) would be considered most important to the REPs for ADP?
Quantitative Survey for Agent discovery workshop
We consolidated ideas from everyone to further refine it for a survey which was pushed out to another 15 agents / directors to have them prioritise the website features based on level of importance.
Idea Prioritization & Consolidation for Agent discovery workshop
Finding out what are the Must-have / Good-to-have features for ADP
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E.g. Must-have - Opinion article / financial calculator; Adobe Experience Manager (AEM) Content Management; Website Templates; Marketing - Event rewards.
Proof of Value (POV) lo-fidelity user flow
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Studying competitor products.
Finalised features - Profile page; Testimonials; Opinions Article; Insurance for your needs (products); Events & deals.
Customer User Testing
What are the reasons customers would or would not visit the site?
What is the most and least important site feature?
A User Testing was conducted on the ADP (medium-fidelity) with 9 customers from different work industries who each owns at least one insurance policies. The age group includes 5 in their 20s, 1 in their 30s, and 3 in their 40s. The user-test are conducted via Zoom for around 45 minutes where users evaluate the prototype so we could understand their motivation and usage of the website and the website features they will most likely noticed / be interested in.
What we learned
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- Most customers have a clear motivation in mind when they visit the agent’s page. They are either looking for information about an agent / product or are serious about buying insurance coverage.
- When customers first landed on this page, they might ask themselves whether this website is credible; is this person reliable; what is he/ she doing? According to their feedback, testimonials are an effective way to gain trust.
- On a general basis, this page would be helpful for customers who are new to insurance; who want to switch an agent and those who want to compare between agents. If customers have an existing agent-friend/ friends who know other agents, this page might be redundant as most would prefer to get someone they know compared to strangers. Agent referrals from friends are important to most interviewees.
- One of the top features such as testimonials, products, and opinions should be written in a way that aims to educate rather than sell. Website visitors engage more with educational than promotional content. Creating useful content with good storytelling skills is particularly important for testimonials and opinions, as customers want relatable information about their situations.
- Other site features such as Events are not mentioned by the majority. Events could include some good deals to attract more of their attention.
Hi-fidelity Improvements & Challenges
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Taking into consideration what we have discovered thus far, our approach to promoting “Products” also changed along the way. There were also other disagreements internally to push through the feature such as the “Share” button.
Final Hi-fidelity User Flow (mobile & web)​
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Target Outcomes:
- Convenient log in process (Through GreatPlanner)
- Increase ease of maintaining relationships between agents and their customers (Opinion Article - AEM)
- Increase agent’s customer network (Events - Referral program)
- Increase customer’s perception of agent’s reputation (Testimonials)
- Improve lead monitoring (Google Analytics)
- Reduce miscommunication of product information (Orion)
- Increase agency recruitment of new agents
Final Product​​
