The confidential information in this case study has been altered.
“ How to figure out which targets or key indicators users would like to monitor? “
Background
During my use cases checking in the distribution with consultants, they mentioned a few key scenarios several times, which was performance review during exploiting markets and expanding businesses.
Beside the goal indicators that insurance companies set up for channels, to gain more data on how could they improve products and approaches to channels, they also required some statistic insights into the performance of different products and channels.
Gaol
“ A minimum report for performance review. “
At beginning, I planned to design a minimum-viable report on channels’ product selling and accumulated premium given that this company already had a performance dashboard specifically for products performance in another module that I previously designed.
Therefore, it might be unpractical to rebuild the exactly same function into a new module on the same insurance core platform as we could display channels’ product selling through adding some filter conditions to filter specific channels on the existing dashboard.
Redirection
“ The distribution module will be a stand-alone module with no dependency on existing core platform!? ”
As module scope was narrowed down to digital channels, a new decision on the strategic level was made as well, which was the distribution module would be launched to markets as a stand-alone product from this company’s insurance core platform.
On the business level, this also meant that the distribution module could be promoted to integrate with other insurance core platforms when potential clients having their own core platform already.
Therefore, beside all newly created functions in this module, I was required to rebuild any existing functions If I needed them in the distribution, which could be an opportunity that allowed me to review some of the previous designs and improve them.
Research & Ideation
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The KPIs regarding channels needed to provide insights into what should insurance companies intervene? I organized the contexts of channel performance as its purpose were quite different form the existing dashboard that was primarily focused on product performance.
1. Comparing the performance of different channels. 2. Monitoring the performance of a specific channel.
I went researching to see if I could find distribution-based KPIs apart from the product dashboard this company had, and all the KPIs I found were centered on product or channel performance and customer profile. The principle I followed to evaluate these KPIs was to answer:
Q1 — What insights does this indicator show to the viewers? Q2 — Are the insights accurate for performance review & identifying issues?
Design
To show accurate insights on the performance of products and channels, a tricky part of designing a dashboard was filter. I walked through the combination of time elements and all indicators to figure out:
Q1 — What filter conditions we should (could) provide? Q2 — What chart should (could) be used to present them?
The new scenarios of performance at specific products and channels in certain regions required more fields in the filter. The time range and product type as fixed fields in the existing dashboard may have concern of scalability, so I brought in the flexible filter from product selection.
On the other hand, some geographical data of customers may involve confidential issues when this company’s clients haven’t implemented their insurance core platform. After holding the demographic info off, pie charts and bar charts were no longer needed.
Mockup
After checking with our consultants, this dashboard showed basic KPIs that were able to tell the performance of the goals, a specific channel and channel comparison.
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