Agents & Brokers Experience
Sentry Insurance
The Problem: Prospective and appointed agents and brokers had to navigate through text-heavy, hyperlink-heavy, unintuitive pages. No filtering system existed for territory executives, leaving users forced to read through each bio to find the one covering their state.
The Solution: Key actions were prioritized in the user flow, search functionality by state was implemented for territory executives, and page content was significantly reduced and reorganized, helping users get where they need to go efficiently.
Role: UX Research, UX/UI Design
Original Experience
The original agents and brokers page was text heavy and provided several stacked links, forcing users to parse through content they didn't need.
The original large business page was text-heavy, redundant, and largely served as an extra step between users trying to find their regional territory executive.
Users needed to find the territory executive that covered their region, but the original experience didn't make it easy; users had to read through a list of nearly 20 TE bios to locate their city/state.
Opportunities
Make clear paths for appointed agents, appointed brokers, and prospective agents
Increase visibility of key CTAs and provide them above the fold
Shorten content blocks/reduce copy
Reduce redundancy (e.g. multiple log in links)
Enable sorting/filtering of territory executives to help guide users to correct channels
Provide opportunities for customization in a later phase
Considerations
Outliers in territory executives that can’t be filtered by state (leadership, farm equipment manufacturing)
Lift for dev had to be small
User Flow
Every “Log In” CTA on the Sentry Insurance site directs users to the exact same secure login page. Despite this, agents and brokers were being sent down two different paths to log into their account, adding needless extra clicks for such a routine task.
Initial User Flow
Narrow structure, long journey, redundancy
New User Flow
Shallow structure, single log in CTA, shortened path to TEs
Updated Experience
For agents and brokers
Highlighted key functionality existing users were looking for (log in CTA, claim status CTA)
Gave prospective agents and brokers clear paths forward
Pulled marketing copy for prospective agents/brokers into main page instead of hoping users will click through to read; divided paragraphs of copy into bite-sized pieces
Data showed civilian users navigating here on accident looking for an agent; “find an agent” block added to get these users back on track to purchase coverage
Resources and sig fig blocks designed with intent to add personalization down the line
Our territory executives
Users can now select their state to filter territory executives
Leadership and farm equipment manufacturing have separate callouts