June 2017 - February 2019
I worked as the sole UX/UI resource for the Cake team for the first 2 years of its life, collaborating with product management, development, data science, and customer success teams to ensure our design decisions supported business and customer needs.
Background & Problem Statement:
The insurance industry as a whole is 10-15 years behind today’s expectations in user experience, Workers’ Comp is no exception. Historically it has taken Pinnacol Assurance (the state fund for workers’ comp in Colorado) 3-5 days to get a simple quote out to small business owners in CO, and twice that for coverage to take effect. While waiting for coverage to take effect, many small businesses are prevented from hiring employees or are non-compliant with the state by having employees working for them without coverage. The Cake team was tasked with improving the time to quote and buy workers’ comp coverage for small businesses in Colorado.
Developing personas, user journeys, and finding pain points.
The Learning Curve:
To start designing an easier way to quote and purchase workers’ comp insurance the team needed to understand the product (insurance), our competition, and our intended customers. We started by looking at competitors like BiBERK and other industry leading user experiences like Lemonade and Oscar. We began to understand the traits that work and fall short with each of the above by conducting our own user testing on their products.
When we began interviewing customers, we were lucky to be able to pull from a pool of existing Pinnacol Assurance customers that fit our small business criteria. The product team led a focus group and several one-on-one interviews to uncover how workers’ comp insurance fit into their day to day lives and what the biggest frustrations had been surrounding getting coverage. Over time, I was able to help the Cake team develop personas by conducting user interviews, gathering data on how the site was used post-launch, and holding a collaborative session with key members of the Cake team who interacted with our customers the most.
During my first few months at Cake, I participated in a certification course for property & casualty insurance producers to quickly ramp up my knowledge on the subject (I am a licensed insurance agent for property & casualty lines now!).