Rebuilt the Carrier Site in a testable environment
Conducted Usability tests
Currently gathering app data
Rich and Ryan needed to focus their efforts on growing the business. They were spending, on average, 1000 hours/year just inputting data. This created a great need for the team to automate as much as possible.
Save Time for Founders
A vital part of our business model is carrier engagement in our system. In order to achieve that, we had to build a valuable, usable, and engaging platform that would increase visibility, accuracy, efficiency, and happiness for carriers.
Create Positive Experience for Carriers
We are in a unique position to provide insightful data to both carriers and brokers that will differentiate us in the market and increase attraction to our product. But we needed more than just broker data to complete the sandwich.
Gain a Competitive Advantage
Richard and Ryan spent, on average, 1000 hours per year setting up RFPs for carriers. (That's 18 hours per project! No bueno.)
Objective | Save Time
With the creation of the Carrier Site, we were able to completely eliminate the hours our Founders spend entering data and submitting bids. This put the onus on the carriers to enter their submissions...
Result | Save Time
Usability & Engagement
Reduction of Email
Now that Carriers had to spend their time entering bids... Would it achieve our goals? Would it achieve their goals? Would they see the value? Would they want to use it?
Objective | Create Positive Experience
Usability & Engagement:
Results from usability tests indicate that usability of the system was highly successful, often resulting in 100% success of task. While we've employed concepts like gamification and delight in some ways, engagement is an area on which we should focus. We want people to enjoy the experience, not just be able to use it.
Result | Create Positive Experience
While we do not yet have quantitative data around the affect of greater visibility, it is a natural effect gained from including features such as Market Activity, Plan Design incumbent values, and more. During interviews, users specifically mentioned the value of our tool giving them more control over their bids and bringing more to light during the bid submission process.
We believe this is a natural by-productof building a step-by-step process with purposeful disruption and features such as Review and Help Center. During interviews, brokers have mentioned the value of our tool giving them more insight and accuracy. We would like to measure this specifically with brokers in the future, through surveys and app data testing.
Result | Create Positive Experience... cont'd
Reduction of Email:
Its difficult to measure the precise effect of these features, but the creation of Commenting, Bid Edits, and RFP Delivery have increased the likelihood that both brokers and carriers are spending less time in email and more time in the WatchTower system. Our goal is to conduct surveys around this subject as we progress.
Objective | Gain Competitive Advantage
Because we're a neutral third party we have a view of the market that no single broker or carrier has on their own. This creates the opportunity to provide brokers and carriers insightful and valuable data. "Birds-eye view of how many RFPs I've received vs how many were sent" and "How many RFPs I've won vs lost".
Result | Gain Competitive Advantage
Another success of the Carrier Site is that we can now sell this distinct dataset as part of our larger offering, which is a second revenue stream. This is extraordinarilyimportant as, over time the carrier deals will represent 75% of our revenue.
Future | Automation, Engagement, Optimization
Acquiring and using data that gives users a sense of completeness, a 'story' of their work, from both the broker site as well as the carrier site. Creating a fun, usable, valuable dashboard out of the insights.
Create more features that will help our user enjoy the experience and generate a desire to engage (perhaps concepts like 'scoring', or connecting positively to their emotional centers through continued studies). Continue to create more things like Market Activity which creates 'status'; pieholes bring a gamified-light visual to a relatively uninteresting task; Help Center guidance outlining features; Comment feature feedback loop; email progress, progress indicators, and success confirmations which creates 'anticipation' and 'accomplishment', playful copy, etc.
Continue to test and optimize usability, performance, and errors through app data testing, user testing, surveys, video and ethnographic monitoring (watching a user or extracting data from a natural setting)
UX Update - Carrier Site Objectives & Results - Summit Q3 2018