Problem
The self-service web app for business insurance customer, is grouped by different functions available to the user. These functions are enabled by different lines of business/business units within the organisation.
The tasks (actions) within each function are primarily available in respective tab/section of the application. User had to navigate to the tab in-order to perform the task.
During our user studies it became obvious that users would like to consolidate the tasks available for an entity on the home page. Users also expected to have the key tasks (like pay a bill, report a claim) upfront on the home page.
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For a bill/billing account (object) applicable tasks (actions) are:
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Pay bill
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Enroll in automatic payment
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View latest bill
For a policy (object) applicable tasks (actions) are:
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Order certificate of insurance
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Report a claim
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Fill renewal questionnaire
Design principles
Product should support object to action as well as action to object.
Multiple redundant ways to perform the task, reduces cognitive load on user.
The applicable actions should be prioritised on home page.
Process
Designing for multiple ways to initiate a task was added as one of the goal in a design sprint.
We asked the business stakeholders to re-imagine the list of entities on home page with the list of applicable actions for each entity. This list was presented an an action menu for each entity.
We also identified key actions to be represented as quick link on the home page.
We designed a consistent UI pattern for all transaction/actions.
Multiple ways of initiating tasks
User research
In a remote moderated user study with low fidelity prototype, we asked user how they would perform a task on entity. Most of the users inclined towards using the action drop-down. They also realised this same task can be performed by navigating to the respective tab and using the quick links. However having the list of actions arranged in the order of priority as per the context of entity was found very valuable by the users.