Online Account for Small Business Owners
Redesign - Pie Insurance
The Problem
The existing online account for Pie Insurance policyholders was outdated, housed in a legacy repository, and failed to meet user needs effectively.
The online account saw a significant drop-off during account creation.
Research revealed that all policyholders were given an online account regardless of how they obtained coverage. However, the platform did not provide enough value to encourage adoption, and the overall experience needed modernization to support future feature enhancements.
My Role
I led research, design, and implementation to revamp Pie’s policyholder portal.
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Collaborating closely with customer success, designers, and cross-functional teams, I refined the experience based on feedback before transitioning to development. I also facilitated early engagement with developers to assess technical feasibility and streamline the implementation process. Post-development, I conducted usability testing and helped oversee a phased rollout to ensure a smooth transition.
Pie's Customer Account prior to Nov 2021
Understanding the User
Through user interviews and behavioral analysis, I identified that the high drop-off rate during account creation was due to most policyholders working through agents rather than directly with Pie. This insight revealed a missing user persona, guiding the redesign to serve all users better.
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Looking at the Data
The Significant Drop-Off
The Solution
After user research & competitive analysis, I:
✔ Conducted user interviews to uncover key barriers
✔ Redesigned the onboarding & dashboard experience
✔ Partnered with development for a phased rollout & usability testing
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Impact
📈 80% increase in user awareness
🔄 24% improvement in user retention
🚀 Laid groundwork for future self-service enhancements
Customer Online Account Updated Screens
Measuring the Data
To gauge the success of the redesign, I implemented a post-launch survey to identify potential usability gaps and areas for improvement. We tracked key performance metrics, including user awareness and retention.
What users said they'd like to see:
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A confirmation coverage or certificate of insurance with a field for an additional insured.
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A better experience for account creation
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Technical issues and error handling
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Display when payments will be drafted
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Faster updates to requested policy changes
My team and I addressed four of the five major usability issues and iterated on the customer account.