AIG Academy
OVERVIEW
This project for AIG was an addition to the existing corporate website migration project but was aimed specifically at brokers who were looking to earn CPD points as part of their professional development. The process in this case study was approved by the Head of Global Digital to be used across all AIG offices around the world where AIG Academy existed or was to be produced.
The Challenge
The Goal
My task was to create an AIG Academy section within the AIG Australia corporate site that would provide a myriad of thought leading and innovative information that brokers could read or watch to earn CPD/CIP points. Part of that information would be in the form of previous webinar recordings. The challenge was to design a page for the webinars with an automated process whereby users would be able to view the recordings and earn their certificate of completion. The caveat is that we needed to make sure users were actually watching the videos and not just claiming to.
We also used this exercise as an opportunity to gather data for our CRM team and gauge interest in the type of webinars users were interested in for the marketing team to develop a strategic plan for future engagement.
The goal was to design and create an AIG branded microsite that would provide brokers with interesting and engaging content to help them earn their professional development points (CPD/CIP), and emphasise AIG's position as a thought leader in the market.
As a UX designer, my goal was to design a solution that would introduce a seamless process of setting up and delivering the certificate to the broker.
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Design Process
Double Diamond
Research
Synthesis
Ideation
Design
My Role
Website author and Approver
UX Designer
Project Manager
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Constraints
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No access to broker candidates for research
Mitigation: discussions with internal staff with access to brokers -
Can only use available resources - no budget or people resources to implement
Mitigation: relied on time management skills and possible guidance from internal digital global staff when available -
Eloqua and Developers based in USA so had to manage different timezones for meetings and discussions.
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Multiple stakeholder approvals to be gained at each step.
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Reliant on partner software - Eloqua and Salesforce for certain elements of the process
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Completion of project dependent on internal digital and developer teams workload and time availability
Deliverables
A completed AIG Academy microsite
Form design
Low Fidelity wireframe for developers for the UX process
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Tools
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Adobe Experience Manager (AEM)
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Eloqua
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Figma
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Photoshop
Research
Profit Centre Discussion
Chats with product manager, Profit Centre heads, Digital team as well as internal Eloqua specialist and CRM Specialist
Market Research
Looked at how brokers were earning CPD/CIP points, other AIG sites processes, any other similar processes including competitors
Best Practise
Website and microsite best practise including options for Accessibility.
Internally, AIG UK had an AIG Acadamy site that provided the option of downloading an editable PDF certificate of completion, fill in their details and save. The flaw in the process was that a user could download and fill out the certificate without actually having watched the video. While the process was easy, it also made it harder to monitor, track and gather data that would assist in future planning and strategy and AIG was not a trusted source of valid proof of certification.
Synthesis
Insights Summary
The AIG Australia website was found to be ideal for basic product or company information and also for updated contact and policy wording PDF documents. However,
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there was no other reason for brokers to return to the site
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no place for brokers to go on the site to gain valuable knowledge to assist or aid them in supporting business initiatives with AIG
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No opportunity for brokers to earn CPD points for their insurance certifications
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AIG's values and mission of being innovative and thought leaders was at odds with information provided on the website.
Opportunities
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To fill the AIG Academy section with knowledge and information that would cater to brokers needs - eg, videos, previous webcast recordings, articles, playbooks, contact lists etc
This would also help increase overall website traffic.
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Opportunity to align AIG's corporate messaging of innovation and thought leadership with the various touchpoints specifically website
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To provide brokers and clients with access to certified content that would help them earn their CPD/CIP points to earn their insurance certificates in an easy quick process.
Ideation
AIG Academy
Webinar Page User Flow
AIG Academy
Webinar Page Process Flow
Initial Mockups
User opens the webinar page of the video they want to view.
Design
Project Summary & Next Steps
The UX solution was an easy seamless process that provided the certificate of completion right to the users inbox. The next step was to bring Salesforce into the equation to manage an AIG Academy database and improve AIG's CRM. The idea was to get an understanding of users preferences through their usage history.
Other improvements would include adding a survey question to the form to identify future preferred topics and also to include cookies in order to remember the users details next time they filled in the form, thus saving them time.
Lastly, the idea of possibly 'gating' the AIG Academy site (users would need a username and password), once it became popular to give the illusion of exclusivity, was also mentioned but more thought was needed to understand the need and objective of this before feasibility could even be addressed.