Building a platform for sharing, caring, and learning
SUMMARY
Liberty Mutual has been in business since 1912. Today it's the fifth largest global property and casualty insurer based on 2018 gross written premium. The company employs over 45,000 people in 29 countries around the world, offering a wide range of insurance products and services. As the #1 preferred business insurance provider in the United States, Liberty Mutual works with independent agents and brokers across the country who listen the unique needs of its customers and helps them to select from the variety of insurance products.
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To support their agents and brokers, Liberty Mutual had developed a library of product brochures, training videos and an assortment of microsites and tools to better assist in the sales. They had a very basic portal that provided a listing of these, however the experience was not all-inclusive or personalized for the user. It did not provide the assets in a meaningful, or consumer friendly, way.
MY PART
Customer Experience Director
Client Partner
Customer Research
Content Strategy
Requirements Gathering
Co-Creation Facilitation
Product Architecture & Ecosystem
Product Roadmap
Creative Direction
CHALLENGE
Our task was to create a new fully integrated platform that would provide a personalized experience for all agents that connected the assets and provides for sustainability and growth. alking into this there were many requirements based on the David's goals for the business. The platform we were to create was to be a library of images, a community, a business network, and an e-commerce website rolled into one. This meant that there was a lot of content, and a lot of data to consider. To take this on would require us to roll up our sleeves, evaluate the data and apply design thinking in order to define an engaging online experience that would establish Model Society as a leader in figurative arts.
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INSIGHTS
We knew that our understanding of the needs of the agents and brokers required us to engage them in the process of the discovery and design. Working with the marketing team at Liberty Mutual we evaluated areas of opportunities and devised a strategy to gain insights from the community. We would meet with them on their terms and where we knew they would be - at the yearly agents meeting taking place in San Diego that year.
Garnier provides greater product diversity with more brands covering more hair care, hair color and skin care needs.
Garnier possesses a library of content to help with haircare, hair color, and skincare needs.
Consumers sought to stay on trend and wanted help doing so.
SOLUTION
An experience that helps agents to help their customers
A personalized platform
Working with David was invigorating. This was not his first start-up initiative (or mine), and his entrepreneurial spirit shone as brightly as his attention to detail and his desire for quality. The small team worked collaboratively night and day for 3 days focusing on the key features, and began to create the architecture, build the data structure, outline the content strategy and devise the core functionality and business.
ARCHITECTING A NEW PERCEPTION OF THE HUMAN BODY
Creating the experience required us to express the vision and build the value of the brand – changing people's perception of the human body as art. For Model Society this meant creating a design language featuring the quality of the imagery. It would also reflect the community (artists, photographers, and models) devoted to their craft and the creation of the images. Our goal was to then craft a user journey that facilitates engagement, interaction, and product sales.
A MODEL BUILT FOR EXPLORATION AND COLLABORATION
Viewing the images meant creating an easy way for people to explore the variety of images based on their goals on the site. Some would view for the appreciation of the art, and the member artists, photographers and models would browse and search purposefully to share their work, connect to collaborate, be inspired and produce more beautiful images. "Explore" provided a library of work (new and featured) with the ability to sort, search, and view the details of any image, Model Society member or the collaboration that produced the work of art.
PROFILES, PORTFOLIOS AND PERSONALIZATION
The heart of the site is comprised of profile pages providing members with a venue to share their work and artistic preferences and statistics as they connect and collaborate. Members can create galleries for inspiration, like, follow and comment on the work of other members.
CREATING COMMERCE FOR THE CREATORS
To support the community and build additional awareness of the art form we created a methodology for members to sell select pieces from their portfolio in a variety of forms to the general public. I was very excited to see that Model Society also acted on an early idea we came up with during that time in Florida for a Magazine leveraging the amazing works of art in both a digital and beautifully printed publication.
