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Consumer Engagement Strategy
Product Description
A consumer facing app servicing the risk management product suite. Limited to a primary use case allowing consumers to enter data and/or submit necessary documents to update their accounts. This is the simplified consumer front end to a robust internal transactional processing system.
A significant challenge was around the trust factor. The organization does business on behalf of Financial Institutions. Transparency, education, and SEO were necessary to increase conversion and minimize bounce rates.
Accessibility
This application meets WCAG 2.1 AAA standards. It is the only one in the organization that does. This required internal evangelization of the importance for Accessibility as well as navigating the tradeoffs between capacity for refactoring and new development. I was privileged to learn about this expansive domain from experts in the field.
Scale
170k Unique Monthly Visitors
Key operational component of $300M Annual Revenue business line
Serving 1000+ Financial Institutions
Serving ~25 Million loan portfolio
Context
Myinsuranceinfo.com is strategically positioned to digitally transform one of the organization's largest business lines. However, its potential was neglected and innovation was not funded. Traditionally, as the business grew, additional heads were hired to take on the growing volume of consumer interactions.
I had a different strategy in mind. I sought approval for significant investment. I took a pitch deck centered around enhancing Myinsuranceinfo.com as the key driver for digital consumer engagement and pitched it to every senior leader in the organization. My proposition was to find ways of reducing incoming inquiries by understanding the different types of interactions and designing ways for consumers to self-serve. This strategy will enable greater scale by improving the consumer's experience and materially reducing operational costs.
Execution on the roadmap towards the broader product vision has just begun but the impact can already be seen. So much that senior leaders have taken note and have committed to invest in further, larger innovations. My vision is for this site to become a comprehensive consumer engagement platform meant to deflect a significant portion of operational interactions by developing self-serve use cases. Consumers can view their account details, understand next steps, provide necessary information, and opt in to receive relevant updates and notifications via email/SMS. This digital transformation will bring scale to an otherwise labor-intensive operation, increasing product margins.
