Travelers: Transforming Insurance Sales Process with UX Research

The Scenario

Travelers Insurance faced a complex challenge in modernizing their broker leads process. The company aimed to transition from custom tools to Salesforce, necessitating a deep understanding of historical use cases and functionality.

The Challenge

  • Intricate sales lead generation process

  • Multiple actors and touchpoints

  • Need for comprehensive understanding of user stories for Salesforce implementation

A mixed-methods approach was employed, including:

  • Stakeholder user interviews

  • Service blueprinting

  • Gap analysis

  • Engagement data analysis

The Solution

Key Findings and Recommendations

Cross-sell Functionality

  • Recommendation: Leverage Salesforce for data visualization and automated cross-sell notifications

Historical Data Access

  • Recommendation: Utilize Salesforce "Tasks" function for meeting notes and correspondence

Centralized Workflow and Metrics

  • Recommendation: Implement data hygiene practices and enable user-generated conversion reports

Automated Lead Generation

  • Recommendation: Introduce Salesforce's filter creation capability

Impact and Milestones

  • By leveraging the qualitative coding methodology, I categorized insights from 75 use cases, 102 pain points, and 125 unique sales behaviors.

  • These insights informed feature prioritization for FY sprints

  • With a categorized and searchable database of functionality, the research deliverable were able to guide workflows and user journeys 1 year post-study.

  • The research was a key contributor to a successful Salesforce rollout and transition

Conclusions

The mixed method approach successfully mapped the complex broker leads process at Travelers Insurance, providing actionable insights for the Salesforce implementation and ongoing process improvements. By leveraging multiple methodologies, we were able to inform product managers of the full scale of the product implementation. This allowed them to prioritize the most important jobs to be done and create roadmaps that allowed for a smooth transition from the legacy product without interrupting sales.