How an Approach to CX Improved the Functioning of a Key Application. Case Study

When an application supporting the daily work of professionals begins to fail – slowing down, crashing, or displaying misleading messages – the consequences extend far beyond user frustration. Technical issues translate into reduced efficiency, more service requests, and increased operational costs. For a leading insurance company whose application for housing association policies was a crucial tool for its agents, we aimed to find deep and lasting solutions to these problems.

We applied our proven Think, Make, Go methodology, which not only enhanced system performance but also increased user engagement and the overall efficiency of the team.

Think – Identifying and Understanding the Problem

The project began with a thorough understanding of the challenges faced by the application’s users. During an initial workshop held in Józefów, insurance agents highlighted numerous technical issues, such as system crashes, slowdowns, and unclear messages during processes. It quickly became evident that the problem extended beyond technical matters, also affecting business processes and the everyday challenges users encountered in their work.

To gain a comprehensive view, we conducted a Design Safari across three cities: Warsaw, Gdańsk, and Katowice. This involved observing users in their daily work environments and interviewing them about their experiences with the application. We identified three main categories of issues:

• Technical: Excessive system calls were slowing the application, errors such as 403 codes occurred, and the system froze under heavier loads.
• Functional: A lack of flexibility in processes, such as the inability to adjust parameters without restarting, and limitations in policy renewals.
• Operational: The absence of training and support materials led to data entry errors, which in turn exacerbated technical issues.

Make – Developing Solutions

Based on insights from the Think phase, we proceeded to design and implement changes. A key step involved holding business-technical workshops where we collaborated with the client to establish a list of the top 10 priority actions.

Key improvements we implemented included:

1. System Stability:
   a. Removed redundant calls in the application’s architecture and optimised the system’s performance, significantly improving speed and stability.
2. Enhanced UX:
   a. Introduced messages informing users about the status of operations and estimated completion times, reducing frustration.
3. New Features:
   a. Added the ability to carry over deductibles during policy renewals and adjust parameters without restarting processes.
4. User Support:
   a. Created a knowledge repository and delivered training sessions, simplifying daily use of the system.

Go – Testing and Deployment

A key aspect of the project was engaging users and involving them in the deployment process. Load testing was conducted in the production environment, optimising the application for high-traffic scenarios. Training sessions and educational materials helped users understand the changes, while the new features made the application more user-friendly.

Results of the Implementation

• 25% faster process completion thanks to system optimisation and fewer errors.
• 40% fewer service requests, significantly reducing the burden on technical support teams.
• Increased user engagement, with users actively participating in testing and suggesting further improvements.

How Did the Think, Make, Go Methodology Contribute to Project Success?

Breaking the project into three phases allowed us to execute actions in a structured and comprehensive manner:

1. Think: We understood users’ real needs and problems, extending beyond the reported technical issues.
2. Make: Implemented technical, functional, and operational improvements based on research and workshops.
3. Go: Successfully introduced changes in the user environment, supported by educational tools and resources.

The project was a success: the application not only met user expectations but also became more stable, functional, and intuitive. Moreover, the Think, Make, Go methodology allowed us to go beyond addressing immediate problems, delivering lasting value for the business.