Broker Briefcase - Content Cloud at Zywave
Broker Briefcase - Content Cloud at Zywave
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In this case study, I would like to demonstrate how I have worked as an individual contributor to identify and conduct research so that we use a variety of data (not opinions) to make decisions. Then how I used that data to create a delightful and compelling experience, building prototypes and running usability tests on those prototypes to work out any issues in feature sets and understanding.
In this case study, I would like to demonstrate how I have worked as an individual contributor to identify and conduct research so that we use a variety of data (not opinions) to make decisions. Then how I used that data to create a delightful and compelling experience, building prototypes and running usability tests on those prototypes to work out any issues in feature sets and understanding.
Roles: UX Researcher, Designer
Roles: UX Researcher, Designer
Tools Used: Dovetail, JIRA, Qualtrics, Illustrator, Google Analytics, WebEx
Tools Used: Dovetail, JIRA, Qualtrics, Illustrator, Google Analytics, WebEx
Overview
Overview
Broker Briefcase, which was a library of insurance content written by Zywave, was Zywave's highest revenue product (10's of millions of dollars annually). Our CEO wanted to combine Broker Briefcase with Content Management System features like Dropbox to create a new product offering called Content Cloud. I served as the sole UX Designer/Researcher for this high-profile project to decide what we needed to change about Broker Briefcase to make this pivot.
Broker Briefcase, which was a library of insurance content written by Zywave, was Zywave's highest revenue product (10's of millions of dollars annually). Our CEO wanted to combine Broker Briefcase with Content Management System features like Dropbox to create a new product offering called Content Cloud. I served as the sole UX Designer/Researcher for this high-profile project to decide what we needed to change about Broker Briefcase to make this pivot.
Opportunity
Opportunity
The CEO told the product manager on the project that he had met with our largest client and they said "Our salespeople at multiple branches are creating different presentations to go after the same type of business, when they should be using the same one. We need a place to centrally store these presentations".
The CEO told the product manager on the project that he had met with our largest client and they said "Our salespeople at multiple branches are creating different presentations to go after the same type of business, when they should be using the same one. We need a place to centrally store these presentations".
I met with the product manager to decide how we wanted to go about researching this opportunity to find the core problems to solve. I wanted to verify that this one data point was truly the most important problem to solve for our customer base with this new product.
I met with the product manager to decide how we wanted to go about researching this opportunity to find the core problems to solve. I wanted to verify that this one data point was truly the most important problem to solve for our customer base with this new product.
Menu of Services
Menu of Services
We were introducing the role of UX Research at this time so I created a simple Menu of Services we could offer on a project that we would walk through with a Product Manager, when a project started, to align on our roles.
We were introducing the role of UX Research at this time so I created a simple Menu of Services we could offer on a project that we would walk through with a Product Manager, when a project started, to align on our roles.
We decided to go through all of the existing research that we already had to explore customer problems and needs. Then use that to inform what primary research we needed to do next to explore this problem area.
We decided to go through all of the existing research that we already had to explore customer problems and needs. Then use that to inform what primary research we needed to do next to explore this problem area.
Existing Research
Existing Research
Journey Maps and Storyboards
Journey Maps and Storyboards
Then we checked out some journey maps and storyboards that I had created for previous Broker Briefcase projects. There didn't end up being anything helpful in those artifacts.
Then we checked out some journey maps and storyboards that I had created for previous Broker Briefcase projects. There didn't end up being anything helpful in those artifacts.
Research Library
Research Library
I brought Dovetail to the company as our research library and my team had stored and tagged the transcripts of all our conversations so we could find key insights and workflows for later projects. We were able to read through the direct quotes from customers about their producer workflows.
I brought Dovetail to the company as our research library and my team had stored and tagged the transcripts of all our conversations so we could find key insights and workflows for later projects. We were able to read through the direct quotes from customers about their producer workflows.
Enhancement Requests
Enhancement Requests
Then we searched through enhancement requests that our Support team had stored in JIRA to find common requests in this area.
Then we searched through enhancement requests that our Support team had stored in JIRA to find common requests in this area.
What Do We Still Need To Learn?
What Do We Still Need To Learn?
After reviewing the information we had, we decided our next step would be to find out which content management features were most important to our clients. So we created a conjoint analysis survey in Qualtrics.
After reviewing the information we had, we decided our next step would be to find out which content management features were most important to our clients. So we created a conjoint analysis survey in Qualtrics.
Conjoint Analysis
Conjoint Analysis
Who we targeted: Emailed one quarter of our Broker Briefcase user base.
Who we targeted: Emailed one quarter of our Broker Briefcase user base.
Why a Conjoint Analysis: Wanted a forced ranking of features and some initial pricing and packaging feedback.
Why a Conjoint Analysis: Wanted a forced ranking of features and some initial pricing and packaging feedback.
What options did we present: Chose options from enhancement requests and other product manager suggestions.
What options did we present: Chose options from enhancement requests and other product manager suggestions.
Results
Results
With 221 respondents, we were able to identify the most important features:
With 221 respondents, we were able to identify the most important features:
Library of Zywave content
Brand content automatically to our agency
Upload our own content
CRM Integration (Salesforce/Dynamics)
From this, we learned that the CEO's customer conversation although important was the 3rd most important thing to include in the new Content Cloud. We presented that information to him and were able to advocate for working down the list in priority.
From this, we learned that the CEO's customer conversation although important was the 3rd most important thing to include in the new Content Cloud. We presented that information to him and were able to advocate for working down the list in priority.
Priority #1 - Library of Zywave Content
Priority #1 - Library of Zywave Content
Our first priority based on the survey results was to optimize the existing Broker Briefcase homepage, so that it was as easy as possible to use.
Our first priority based on the survey results was to optimize the existing Broker Briefcase homepage, so that it was as easy as possible to use.
Google Analytics on Homepage
Google Analytics on Homepage
Activity from the Broker Briefcase Homepage from the last month:
Activity from the Broker Briefcase Homepage from the last month:
61% - Started a search from the top bar
14% - Going to a menu item (except New and Browse)
12% - Navigating to the New page
9% - Clicking somewhere on the homepage
4% - Navigating to the Browse page
What We Learned
What We Learned
Search needs to be prominent in the new solution.
Search needs to be prominent in the new solution.
Our combined side navigation needs to be solid, because also as part of this project we are combining all of the side navigation across our product suite.
Our combined side navigation needs to be solid, because also as part of this project we are combining all of the side navigation across our product suite.
The actual items on the homepage are rarely used. We have some opportunity to experiment there.
The actual items on the homepage are rarely used. We have some opportunity to experiment there.
Priority #2 - Brand Content to My Agency
Priority #2 - Brand Content to My Agency
With that information, I started to investigate what our clients wanted when they said they wanted to brand the Zywave content to their company.
With that information, I started to investigate what our clients wanted when they said they wanted to brand the Zywave content to their company.
Market Research Calls
Market Research Calls
How many: Conducted 7 research calls with insurance brokers
How many: Conducted 7 research calls with insurance brokers
How did we source them: Contacted people from a prior survey who were interested in customizing content
How did we source them: Contacted people from a prior survey who were interested in customizing content
Why market research calls: Explore the different ways people wanted to customize content
Why market research calls: Explore the different ways people wanted to customize content
What We Learned
What We Learned
When people wanted to brand content to their agency, they meant changing one or more of the following: Color, Layout, Images, Fonts, Text
When people wanted to brand content to their agency, they meant changing one or more of the following: Color, Layout, Images, Fonts, Text
Survey for Relative Importance
Survey for Relative Importance
How many: Received 73 survey responses
How many: Received 73 survey responses
How did we source them: Contacted full list of survey respondents who said they were interested in branding content
How did we source them: Contacted full list of survey respondents who said they were interested in branding content
Why a survey: Wanted quantitative backing to show which area of customization to work on first
Why a survey: Wanted quantitative backing to show which area of customization to work on first
Results Ranking Ways to Brand
Results Ranking Ways to Brand
Color - 1.89
Color - 1.89
Images - 2.82
Images - 2.82
Layout - 3.15
Layout - 3.15
Text - 3.24
Text - 3.24
Font - 3.90
Font - 3.90
Whiteboard Sketch to Illustrator
Whiteboard Sketch to Illustrator
Facilitated a whiteboard brainstorm session with the Product Manager and Lead Engineer on the project. Took the agreed upon results of that discussion and created high-fidelity mockups of possible features. We had 2 options. One that was simple and another that allowed for more customization and complexity.
Facilitated a whiteboard brainstorm session with the Product Manager and Lead Engineer on the project. Took the agreed upon results of that discussion and created high-fidelity mockups of possible features. We had 2 options. One that was simple and another that allowed for more customization and complexity.
Next step was to take these ideas and do some usability testing to see if our clients could understand what we were presenting and find out if this met their requirements. We also wanted to see if they preferred concept A or B.
Next step was to take these ideas and do some usability testing to see if our clients could understand what we were presenting and find out if this met their requirements. We also wanted to see if they preferred concept A or B.
Usability Calls
Usability Calls
How many: 11 calls with insurance brokers showing 3 options
How many: 11 calls with insurance brokers showing 3 options
How we sourced them: People who answered the previous survey and said they wanted to talk further
How we sourced them: People who answered the previous survey and said they wanted to talk further
How results were shared: Presentation to team leadership in a formal meeting due to the large amount of content
How results were shared: Presentation to team leadership in a formal meeting due to the large amount of content
My Usability Process
My Usability Process
What We Learned
What We Learned
Larger agencies wanted more customization.
Larger agencies wanted more customization.
People wanted this functionality restricted to certain individuals.
People wanted this functionality restricted to certain individuals.
Overwhelmingly, they liked the simplest interface for agency use with the complicated one reserved for high-ranking employees.
Overwhelmingly, they liked the simplest interface for agency use with the complicated one reserved for high-ranking employees.
Pivot
Pivot
After seeing all of the new ideas that had been generated from the research, leadership asked us to quickly add a simple upload button to allow for loading custom content to a new page in the application. Then they wanted us to jump to the next priority, CRM Integration, since that would be a differentiating feature for our sales team.
After seeing all of the new ideas that had been generated from the research, leadership asked us to quickly add a simple upload button to allow for loading custom content to a new page in the application. Then they wanted us to jump to the next priority, CRM Integration, since that would be a differentiating feature for our sales team.
Priority #4 - CRM Integration
Priority #4 - CRM Integration
We needed to generate lots of ideas, so we went to one of my favorite tools, a modified Google Design Sprint.
We needed to generate lots of ideas, so we went to one of my favorite tools, a modified Google Design Sprint.
Google Design Sprint
Google Design Sprint
I pulled in a cross-functional team from across the organization (Sales, Support, Content Team, & Technology). Through a series of activities that I facilitated, we discussed the problem to solve and individually came up with solution ideas. I turned the 4 selected solutions into high-res mocks.
I pulled in a cross-functional team from across the organization (Sales, Support, Content Team, & Technology). Through a series of activities that I facilitated, we discussed the problem to solve and individually came up with solution ideas. I turned the 4 selected solutions into high-res mocks.
Market Research Calls
Market Research Calls
How many: Conducted 11 research calls with insurance brokers both Benefits and Property & Casualty
How many: Conducted 11 research calls with insurance brokers both Benefits and Property & Casualty
How did we source them: Contacted people who were frequently using content in Broker Briefcase
How did we source them: Contacted people who were frequently using content in Broker Briefcase
Why market research calls: Gather initial feedback on the ideas and see if any resonated with people
Why market research calls: Gather initial feedback on the ideas and see if any resonated with people
What We Learned
What We Learned
There was interest in several of the solutions, but overwhelmingly people liked 2 of the modules:
There was interest in several of the solutions, but overwhelmingly people liked 2 of the modules:
Recommended content based on account data
Recommended content based on account data
Sales enablement materials
Sales enablement materials
Conclusion
Conclusion
Follow the research
Follow the research
By listening to our customers, we traveled a completely different path than what we were originally asked to do. Leadership was happy with the differentiating features that we developed.
By listening to our customers, we traveled a completely different path than what we were originally asked to do. Leadership was happy with the differentiating features that we developed.
Post-Release Success
Post-Release Success
The first feature we built was the CRM Integration and it was a huge success! I used the Google Analytics data from the beginning of the process to replace the banner ad with the new content module. I found that the new module generated over 2x the clicks, 3.5x the content downloads, and 9x the email distributions of the banner ad after running an A/B test in production.
The first feature we built was the CRM Integration and it was a huge success! I used the Google Analytics data from the beginning of the process to replace the banner ad with the new content module. I found that the new module generated over 2x the clicks, 3.5x the content downloads, and 9x the email distributions of the banner ad after running an A/B test in production.
I also contacted people who used the new module, which led to a list of 7 enhancements to the module that I shared with the product manager.
I also contacted people who used the new module, which led to a list of 7 enhancements to the module that I shared with the product manager.
The End
The End
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