Note: To protect Covered By Sage, Inc., all information specific to their business model and product strategy have been omitted from this article.
There are already so many articles and books on the topic of user research, but none are specific to internationally-distributed insurance teams. Rather than expect others to go through the process I did for applying user research principles to Sage implementation, I created this documentation.
Knowledge management for us will always be a challenge, because the P&C insurance industry is so incredibly multi-faceted. With Sage's design and engineering team in Nepal building an extremely business logic-heavy platform, the need to get up to speed with industry logic is massive. Aside from reading up on the industry, one of the best ways to cover knowledge gaps is through direct interaction with agents.
User interviews is the best way to discover unknown unknowns on requirements and personas. The golden state for a user researcher in a B2C context is to come to an understanding of your user’s needs and wants that is greater than their own. For Sage’s purposes, none of us individually will ever come to understand all of our agent users’ needs more than they do for themselves. There is too much to learn in insurance – and it’s always evolving. Well-executed research with well-documented insights will always be a key priority for us.
I have spent much of my time over the last few months trail blazing a path for the team to be involved in our user research. I put together a pool of a couple dozen P&C insurance agents from a variety of niche markets - mostly focused on commercial lines - from whom we could buy consulting time.
There are three specific areas where integrating user interviews routinely in our product development process will help us. Conducting user interviews will:
The stages of conducting user interviews for a team are:
Below are guiding principles for Sage in each of these stages:
Work with me on this.