Initially identifying the wrong user prompted a process loop –
and ultimately a better solution.
Collect
Background
IBHS generated a great deal of research and policyholder content (reports, brochures, web content, social media content) but didn’t have a good understanding of how its members would like to obtain and utilize the materials. The resources were available via a “Member Resources” section on the IBHS website, but it was cumbersome and didn’t get much use.
Assumptions
Members either
- can’t easily access the information they need in the existing member section of the website,
- aren’t aware the resources are available to them or
- they don’t find the resources useful.
So we asked: How can IBHS better engage its members?
Upon request, we were provided with a small list of member employees to reach out to for phone interviews. We conducted phone interviews with six employees of member companies.
Questions were designed to establish:
- Familiarity with IBHS
- Perceived value of IBHS
- Previous experience with IBHS
- Comparisons with other organizations
Analyze
Through the few interviews conducted we were able to determine two distinct needs.
Personas
The Sharer – there were the member employees who were tasked with providing their agents and policyholders with mitigation guidance. They needed DIY guidance for consumers.
The Researcher – other employees were working on gaining traction for a specific weather risk within their own organization. They needed data and insights.
With limited resources, we decided to initially solve for The Sharer persona.
Problem Statement
Member companies need a way to educate and inspire homeowners to reduce property risks related to man-made and natural disasters.
Initial problem statement
Iterate
User Flow
Wireframes
User Feedback
“Why would I take a photo of the project?”
“I would usually go to YouTube for this type of project.”
“How would I find these projects/app?”
tl;dr: It wasn’t good.
Analyze…Again
The prototype missed the mark. We returned to the research and reviewed the analysis.
It was determined the true goal of The Sharer persona was to have homeowners take action to reduce their own losses. The needs of the member could be met by meeting the needs of homeowners.
A third persona was developed and ultimately became the primary audience/user.
Now we had a The Homeowner persona and a new problem statement:
Homeowners need simple ways to protect their homes from natural and man-made disasters.
Final problem statement
Iterate…again
User Flow
Wireframes
User Feedback
“I would use this to avoid looking all over YouTube”
“I could see myself using this.”
Implement
This project launched in early 2019 as a refreshed DisasterSafety.org. The site was built in-house. The segment of members identified as Sharers has regularly promoted the projects on their social channels.
Remnants from other projects
Getting from here to there
Samples of work in progress.