eCorr
Overview
eCorr is a All-in-one Content Management Platform including Content Assembling, Data Integration, Output Creation, Storage, Storage archiving, and Content retrieving
The internal web-based application developed by Mutual of Omaha serves as a content automation system that enables more than 2,000 users to auto-generate customer documents. The application is critical to streamlining document creation processes, ensuring accuracy, consistency, and compliance in generating customer-related materials. By automating these tasks, the product enhances operational efficiency, reduces manual effort, and ultimately improves internal and external customer experience.
My contribution
Product Strategy User research Branding Streamline Process Product Design Production Validation
The team
1 × Product Manager 1 × Scrum Master 9 × Engineers 3 × Application Developer 4 × Business System Analyst/ Quality Assurance
Year
2021 - Current
Problem Statement
Before the initiatives led by the Technical Product Manager, the content automation system faced several challenges that hindered its optimal performance and alignment with business goals:
- Inefficiency: The content automation system was not operating at its full potential, leading to delays in document generation and increased manual intervention. This inefficiency impacted the overall productivity of the organization.
- High Costs: The cost of maintaining and operating the system was higher than desired, which affected the company's financial performance.
- Brand Repositioning: Mutual of Omaha is going through a major transformation with logo change and enterprise-wide rebranding. This requires product design changes for multiple insurance products, presenting a significant challenge in resource allocation and prioritization.
- Scalability: With Mutual of Omaha experiencing significant growth and surpassing $11B in product revenue, the content automation system's scalability came into question. Ensuring the system could handle the increasing demands was crucial for sustained success.
Ideation & User Research
Customer Segmentation
eCorr serves over 2,000 internal users from health and life insurance product agents, underwriters, and policy service associates. Role-based segmentation can be applied to cater to the specific needs of each user group:
Internal Users:
Insurance Product Agents:
- Health Insurance Agents: Agents specializing in selling health insurance policies to customers.
- Life Insurance Agents: Agents focused on selling life insurance policies and related products.
Underwriters:
- Health Underwriters: Underwriters responsible for assessing and approving health insurance applications.
- Life Underwriters: Underwriters specializing in evaluating life insurance applications.
Policy Service Associates:
- Policy Service Representatives: Associates involved in policy servicing tasks, such as policy changes, renewals, and customer support.
- Claims Processing Specialists: Associates responsible for processing insurance claims and facilitating claim-related communication.
External Customers:
Policyholders:
- Individuals seeking personal insurance coverage for health, life, or other specific needs.
- Family Policyholders: Families looking for comprehensive insurance coverage to protect their loved ones.
- Business Policyholders: Businesses and organizations seeking insurance solutions for their operations, employees, and assets.
Potential Customers:
- Prospective Individual Policyholders: Individuals interested in exploring insurance options and considering different policies.
- Prospective Business Policyholders: Businesses exploring insurance solutions to protect their assets and manage risks.
Key Personas
MVP & Features
MVP for Efficiency in eCorr:
1. User Authentication and Role-Based Access:
- Implement a secure user authentication system with role-based access for health and life insurance agents, underwriters, and policy service representatives.
- Users will have personalized access based on their roles, streamlining workflows and minimizing distractions.
2. Smart Document Templates:
- Develop intelligent document templates for health insurance policies and life insurance policies.
- These templates will auto-populate client data and policy details, reducing manual data entry and saving time for agents.
3. Intuitive UX Design:
- Create an intuitive user experience (UX) design for easy navigation and task completion.
- The user-friendly interface will reduce the learning curve and enhance overall platform efficiency.
4. Documentation and Training Materials:
- Provide comprehensive documentation and training materials for users.
- Clear resources will help users quickly familiarize themselves with eCorr's functionalities, optimizing productivity.
MVP for Cost Saving in Printing:
- Identify priority group one documents with high reach and minimal impact.
- Implement double-sided printing for these documents to reduce paper usage and printing costs.
- Gather stakeholder feedback and assess cost impact.
- Validate the 5% cost reduction target through data analysis.
- Iterate and consider expanding the strategy to other document groups if successful.
MVP for Repositioning eCorr:
- Conduct market research to understand new generation customer preferences and needs.
- Develop a rebranding strategy, updating logo, brand messaging, and visual identity.
- Prioritize logo swapping on high-impact touchpoints like policy documents and marketing materials.
- Implement clear communication plan for internal teams, stakeholders, and customers.
- Gather customer feedback for iterative improvements and satisfaction assurance.
- Coordinate tailored design updates for each insurance product to align with new branding guidelines.
MVP for Content Automation System Scalability:
1. Scalability Assessment:
- Conduct a thorough assessment of the content automation system's current scalability.
- Identify potential bottlenecks and performance limitations.
2. Performance Optimization:
- Implement measures to enhance the system's efficiency and responsiveness.
- Address resource-intensive processes for improved performance.
3. Cloud Migration:
- Explore cloud migration options for scalable infrastructure.
- Evaluate benefits and feasibility of migration.
Product Execution
Efficiency in eCorr:
- Implement secure user authentication with role-based access for agents, underwriters, and representatives.
- Develop smart document templates for auto-populating client data in health and life insurance policies.
- Create an intuitive UX design for easy navigation and task completion.
- Provide comprehensive documentation and training materials to optimize productivity.
Cost Saving in Printing:
- Prioritize double-sided printing for high-reach, low-impact documents to reduce paper usage and costs.
- Gather stakeholder feedback and validate the 5% cost reduction target through data analysis.
Repositioning eCorr:
- Conduct market research to understand new generation customer preferences and needs.
- Develop a rebranding strategy and prioritize logo swapping on high-impact touchpoints.
- Implement a clear communication plan for internal teams, stakeholders, and customers.
Content Automation System Scalability:
- Assess scalability with cross-functional team, identifying bottlenecks and limitations.
- Optimize system performance and explore cloud migration for scalable infrastructure.
Metrics and Measurement:
Efficiency in eCorr:
- Measure login times, successful authentication rates, and time saved through smart templates.
- Monitor task completion rates and user satisfaction scores for UX effectiveness.
Cost Saving in Printing:
- Track reduction in paper usage and printing costs, gathering stakeholder feedback.
- Measure overall cost reduction percentage achieved.
Repositioning eCorr:
- Monitor customer feedback and satisfaction scores, and track adoption of new branding.
- Measure logo swapping impact on customer perception and brand recognition.
Content Automation System Scalability:
- Monitor system response times, resource utilization, and performance after optimization and migration.
- Assess system capacity to handle increased demands during load testing.