Internet User Experience 2010

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Program > Schedule > Presentations

11:00 a.m., July 26, 2010

Re-engineering the Sales Process for Usability (P4)

Linda Parra Brammer, American Family Insurance

It can be intimidating to know where to begin when examining an online sales process for usability improvements. American Family is in the midst of re-engineering our online sales process with the goal of improving conversion rates. I will describe our project's process, and why each step matters. This presentation is a case study with many examples of artifacts produced along the way. The project is not yet completed or released, but all of the following work below has been produced and will be presented:

-Web analytics showing fallout /conversion rates for quoting and estimating
-Competitive analysis showing field- and screen-level detail
-Baseline usability testing in advance of embarking on a redesign effort
-User-centered design methods that include the following:
• Focus groups
• Task analysis
• User analysis
• Paper prototyping

About the Speaker

Linda Parra Brammer trained as a graphic designer. She transitioned from print design to web design, and quickly became interested in usability testing the first time she watched a user struggle with her Flash interface. She has practiced usability at American Family Insurance in Madison, WI since 2002. Her specialty is user interface design. She also spends a fair amount of time modeling the cross-channel customer experience, and writing usability test specifications and project plans.

Linda lives in Madison with her husband, 3.5 children and more than enough pets to be considered eccentric. She is pursuing a Masters’ in Human-Computer Interaction from DePaul University in her free time.

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