Michael Beveridge
Liberty Mutual Cross-Sell / Upsell Tools
The goal of this project was to update and unify the cross-sell and upsell platforms used by Liberty Mutual call center reps and Safeco independent agents. The design team consisted of me as the UX lead, a visual designer and one researcher. The larger team included a product owner, four developers and a thrid party research facilitator.
Design Workshop
Projects at Liberty Mutual often begin with a Digital Garage, a six day design workshop. Participants included product owners, developers, designers, analysts and so forth. Week one kicked off three days of user interviews, including call center reps and agents across both Liberty Mutual and Safeco brands. The actual workshop started on week two, where a UX facilitator (not me for this project) walked the team from data affinitization to persona and journey creation, all the way through brainstorming ideas and creating a set of follow up actions. My role at the workshop was to represent overall user experience, and the following screens show the artifacts I created for our primary persona, journey map and hypothesis.
Wireframes & Testing
Working with our primary hypothesis for improving the cross-sell and upsell experience at Liberty Mutual customer service centers (primary persona), I created rough wireframes and prototypes to test. Using InVision and Validately, I gathered feedback to prove our initial hunch, as well as feedback on both the layout and interaction model.
Visual Design & Interactions
With testing behind us, the next step was to solidify the placement and interaction of the app drawer. From the beginning, we wanted to ensure the scaleability of this approach, not just for the applications we were building, but also as a framework other teams could adopt.
Content improvements were central to the new layout. A seasoned rep may be very familiar with a particular offer, so the default cards are simply offer titles and actions. Cards can be expanded to show additonal benefits and talking points, as needed. I worked closely with a visual design applying our design system as well as adding and updating components that were missing.
Before & After
When this project began, Liberty Mutual call center reps were frustrated by unstable and innefective cross-sell and upsell tools. Usage of the legacy tools were in decline and sales opportunities were suffering. When pilot begins in early 2020, the goal is to improve rep satisfaction and usage of the new tool suite, which in turn should help with incremental sales.
Updates
After a short COVID-19 delay, the new cross-sell/upsell tools entered full production in July, 2020. Work rates jumped to an all time high of 29%, then rose again in August to 33%. The historical work rates for 2017, 2018 and 2019 were 13%, 7% and 17%, respectively.
As of August, the new sell tools accounted for 82% of all policy binds above plan, with a value of over $1.2M.
Design Workshop
Projects at Liberty Mutual often begin with a Digital Garage, a six day design workshop. Participants included product owners, developers, designers, analysts and so forth. Week one kicked off three days of user interviews, including call center reps and agents across both Liberty Mutual and Safeco brands. The actual workshop started on week two, where a UX facilitator (not me for this project) walked the team from data affinitization to persona and journey creation, all the way through brainstorming ideas and creating a set of follow up actions. My role at the workshop was to represent overall user experience, and the following screens show the artifacts I created for our primary persona, journey map and hypothesis.
Wireframes & Testing
Working with our primary hypothesis for improving the cross-sell and upsell experience at Liberty Mutual customer service centers (primary persona), I created rough wireframes and prototypes to test. Using InVision and Validately, I gathered feedback to prove our initial hunch, as well as feedback on both the layout and interaction model.
Visual Design & Interactions
With testing behind us, the next step was to solidify the placement and interaction of the app drawer. From the beginning, we wanted to ensure the scaleability of this approach, not just for the applications we were building, but also as a framework other teams could adopt.
Content improvements were central to the new layout. A seasoned rep may be very familiar with a particular offer, so the default cards are simply offer titles and actions. Cards can be expanded to show additonal benefits and talking points, as needed. I worked closely with a visual design applying our design system as well as adding and updating components that were missing.
Before & After
When this project began, Liberty Mutual call center reps were frustrated by unstable and innefective cross-sell and upsell tools. Usage of the legacy tools were in decline and sales opportunities were suffering. When pilot begins in early 2020, the goal is to improve rep satisfaction and usage of the new tool suite, which in turn should help with incremental sales.
Updates
After a short COVID-19 delay, the new cross-sell/upsell tools entered full production in July, 2020. Work rates jumped to an all time high of 29%, then rose again in August to 33%. The historical work rates for 2017, 2018 and 2019 were 13%, 7% and 17%, respectively.
As of August, the new sell tools accounted for 82% of all policy binds above plan, with a value of over $1.2M.