Sentry Insurance — Territory Executive Experience
User Experience Design
The problem:
The existing experience for prospective and appointed agents and brokers was not ideal. Finding your regional territory executive was a 6+ step process through difficult to parse text and hyperlink heavy pages, needlessly increasing a user’s mental load.
Existing experience
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
Increase use of imagery to improve engagement
Reduce redundancy (e.g. multiple login links)
Enable sorting/filtering of territory executives to help guide users to correct channels
Provide opportunities for customization in a later phase
Initial ideation with stakeholders
Low fidelity wireframes presented to business
