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AXA HK, 2020-21

Developing an Online Self-Service for Changing Contact Information for Revenue Growth

My Tasks: User Research, UXUI Design, Usability Testing

Case study: Online Changing Contact Information Service on EMMA by AXA App

Background

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31% of AXA hotline inquiries related to contact information changes in 2019

If users can't change their contact info with customer service, they must fill out a paper form. It wastes double the cost.

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So why not let them to update contact details online by themselves?

My Role

Product Design Lead

  • User journey design

  • Define component use cases

  • Define a development road map

  • Define user research requirement

UI designer

  • Component Designer

  • UI journey design

Big Challenge - Inconsistent data storage!

  • As a result of basic study on our current limitation of our database, I have found following the following issue.

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My Goal:

​​An effective solution with stable performance

  • Devise a user-friendly solution that not only met users' needs but also prevented data overloading and potential performance issues.

Scalable and maintainable

  • Create a scalable, straightforward solution to maintain, further mitigating the risk of data-related performance challenges.

Eliminate extra resource

  • The solution aimed to reduce the internal human workforce and paper usage.

Efficient Data Analysis for ROI Calculation and Strategic Planning

  • Provide concise tagging guidelines for data analysts performing data analysis tasks.

  • Capable of calculating Return on Investment (ROI), thereby facilitating strategic planning.

Action Task

    • Ask Operations Team to understand:

      • existing validation rules and regulations.

      • which clients from countries to support, e.g. Hong Kong, Macau, China, and Taiwan.
         

    • Ask Data Team to understand:

      • the existing database structures, data storage formats, data identifiers;

      • our client segmentation.
         

    • Ask Data Analytics Team to understand:

      • clients'demographics, data collection criteria, and API exploration.
         

    • Ask IT Development to understand:

      • existing resources

      • any potential impacted by other projects

    • Analyse the most heavy cost in:

      • Operation process

      • Data analytical process

    • design front-end journey and validation process

    • component design

    • the contact information change journey should be scalable.

    • define automation tasks, e.g. daily report generation, and critical human process, e.g. exceptional cases approval, error log review and data extraction

    • minimize redundant work during onboarding new business lines.

    • Our aim was to conduct the test with real, in-person users to validate the usability of the product. I will focus on: 

      • define the testing topic and scope

      • passing background research information to research team.

      • led the recruitment requirement

    • Split the journey development into several phrases by the conditions of resources and product launch schedule.

Highlight Solution

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Overview page

To help users easily identify policies with outdated contact information, we provide a policy overview for reviewing contact details. We have implemented caching of policy numbers on the homepage, making it quicker to load policy details when users access the page.

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Filter out the complicated cases

For users residing outside the US or those who need to change their contact information to another country, an additional form with extra information is required. As a result, we redirect these users to the offline service.

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Feature of applying the change to multiple policies

For users residing outside the US or those who need to change their contact information to another country, an additional form with extra information is required. As a result, we redirect these users to the offline service.

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Simple Fast Address Form Filling

Users can save time and prevent mistakes by choosing their location or searching for their building name. But they still have to type in their flat and floor details. The system will then turn it into a four-line address. The data team could also use the same mapping equation to do analysis.

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Keep simple solution for China, Macau and Taiwan address change

Due to different address formats in China, Macau, and Taiwan compared to Hong Kong, and considering the majority of our clients are from Hong Kong, we have chosen not to extend the map search solution to other countries. Currently, there are no map search engines available that support all four regions. Therefore, we have kept a simple four-line form for addresses in China, Macau, and Taiwan to minimize development costs.

Project limitation

Because the data on the overview page is caching records, we need to create some additional steps to load policy details and confirm which policy information would be updated.

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I hope the data loading issue can be solved soon so that future UX designers can streamline the journey of updating information.

Result

The online contact information change process accounted for approximately 60% of all contact information changes within the first three months. This significant improvement demonstrates the impact of the solution on user behavior and revenue generation.

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