Client Center

Reclaiming 'usefulness' for a B2B2C self-service platform.

TL;DR

The solution in all its forms

ECS is a streamlined real-time messaging tool designed to enhance communication between pilots and IOC.
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Mobile app

Insured's mobile app that they use to handle all their insurance needs.
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Agency facing CRM

The EZLynx CRM handles all the agency's business needs.
Overview
Client Center is a self-servicing app designed for insurance agencies to provide their clients with a seamless, mobile-first experience. The goal was to empower policyholders with an intuitive, all-in-one app to manage their insurance needs—from accessing policy documents to filing claims—without needing to contact an agent.
Brenna Johnson
VP of product management, EZLynx
James Kim is an excellent UX designer. He innately understands human behavior and how we interact with software. He is able to successfully work with users to understand their goals and look for the best way to achieve them. One of James's best skills is his ability to articulate his decision making process to a variety of stakeholders.
Tony Thomas
Product Manager
"I've worked with James on multiple projects and have seen him advocate for all sorts of users. He's particularly good at encouraging them to share in-depth feedback detailing their unique problems and situations. James can then take these details and workshop with members across multiple teams to arrive at effective solutions."
The Challenge

Everyone hates it.

Insurance is notoriously complex, and nobody wanted to use something that made it worse.

Agency Frustrations

Agents, spent countless hours handling basic customer inquiries that could be automated.
Agencies had no reason to push it because their clients found it way too clunky to use.

Policy holder's frustrations

Many policyholders struggled with fragmented digital experiences.
Didn't find enough use to warrant using Client Center to begin with.
Policyholders relied on phone calls and emails for routine tasks like downloading policy documents or checking coverage details.

From Research to Implementation

Before designing CC, I led a team of 4 people to visit 12 insurance agencies, and manned a booth at AgentLynx, a 3 day insurance tech conference, to learn more about their grievances.
Policy holders needed easy access.
Most phone calls to agents related to basic asks leading to unneccessary calls to the agency.
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Starting from 0.
I wanted to totally re-imagine the entire sitemap and workflow that insureds would go through to handle their needs.
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Hearing the cries of the people.
Everyone had an opinion about what we "needed" to build but it was important to keep the teams focused on the big picture.
Agencies wanted to focus an agent's time on sales.
Agencies sought to reduce time spent on repetitive customer requests while maintaining a high level of service.
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Focusing on personal line insurance.
"Insureds" can be observed as 2 different groups. Focusing on personal line insureds sets us up for success with the commercial line holders.

Design Approach

Simplicity was everything.

Ease of access

Not just easy to use but easy to get to.

Quick docs

Making it really easy to get important documents.

Upsell opportunities

Creating space for integrating with some of the other efforts.

White-labeling

Giving the agencies the ability to market it as their product.
The Solution

Client Center 2.0

I designed Client Center to replace the outdated processes nested in its older iterations and focused on really breaking it down to simple, easy to use functionality.
The most basic mobile experience.
Embedded into agency sites.
Quick & easy "add to home."
Granting the agent's wishes.
We brought back and added features that agencies leveraged 3rd party products and services for.

The impact

Within six months of Client Center, the results were clear:
Agencies did in-fact report and testify that their insureds bothered them less about menial tasks. Which was sick!
Client Center played a major role in the company's buyout the following year and continues to play a large role for personal and commercial insurance.
98% retention rate of Client Center, 108% adoption rate!
Brenna Johnson
VP of product management, EZLynx
James Kim is an excellent UX designer. He innately understands human behavior and how we interact with software. He is able to successfully work with users to understand their goals and look for the best way to achieve them. One of James's best skills is his ability to articulate his decision making process to a variety of stakeholders.
Tony Thomas
Product Manager
"I've worked with James on multiple projects and have seen him advocate for all sorts of users. He's particularly good at encouraging them to share in-depth feedback detailing their unique problems and situations. James can then take these details and workshop with members across multiple teams to arrive at effective solutions."
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