Sammons Policyholder Account Redesign to Boost Digital Adoption
Problem
Sammons faced declining digital adoption of its customer portal due to login issues and difficulty in completing routine tasks.
The portal's outdated technology and design created friction for customers, leading to increased support costs and a negative user experience.
Key Considerations
Accessibility: Prioritize accessibility guidelines, with a clear visual hierarchy and large interaction areas, for an older user base (average age 60+).
Ease of Use: Design for infrequent usage with minimal cognitive load. Emphasize intuitive navigation and self-explanatory task flows.
Flexibility: Create an adaptable design system to accommodate multiple Sammons brands while providing customization options for each unique product line. View Design System Project
Solution
User-Centric Approach: Extensive user research (surveys, interviews, moderated studies) established a baseline understanding of the existing portal's pain points.
Iterative Design: Rapid prototyping and usability testing refined design solutions.
Key Design Element: A prominent "What would you like to do today?" section featuring common and seasonal actions streamlined user journeys, reducing the need for extensive navigation.
My Contributions
Collaborative Research: Partnered with UX researchers to strategize, conduct, and analyze user studies to inform design decisions.
Design Leadership: Led the multi-year design initiative, creating and testing iterations to achieve optimal user experience.
Data-Driven Validation: Monitored post-launch analytics and sentiment analysis to quantify the redesign's impact.
Results
Quantifiable Success: Achieved a massive reduction in customer support calls alongside a 143% increase in digital transactions.
Enhanced Customer Satisfaction: Policyholder account view ratings increased by 56%.