The legacy agent locator lived in 22 scattered versions across regional sites. Analytics told a bleak story:
Customer interviews echoed the data—“I didn’t know Zurich had local agents” was said by 7 / 10 participants; those who found it called the 12‑field form “taxing.”
If we can surface agents earlier and let customers self‑book, we can free up support staff and capture more policy leads.
We sold the redesign by modelling €3.8 M/yr in cost savings (reduced call minutes × agent hourly) and €5.4 M/yr in incremental policy revenue (higher self‑service conversion).
Data deep dive: Parsed 24 months of GA + call‑centre logs (700 k sessions) to pinpoint drop‑offs and top intent keywords.
18 interviews: 10 customers, 5 agents, 3 call‑centre reps to map mental models and jargon.
Competitive teardown: Benchmarked 10 locators (insurance & travel) to cherry‑pick best patterns.
The Zurich Global Agent Finder was intended to help customers find local insurance agents, but it suffered from several critical UX issues:
Experience map revealed 4 friction points and 3 wow moments.
Drafted HMW statements and scored them via RICE to focus on: visibility, clarity, booking friction.
1.7%
3.0 %
With problems and goals defined, we moved into an iterative design process. We tackled each UX challenge with targeted design solutions, informed by user feedback at every step:
Sketched 38 flows, prototyped 3 in Figma.
8 moderated tests (Maze) → merged best parts into a single flow.
Accessibility baked in early - WCAG 2.1 AA. Two blind users booked unassisted.
8 moderated tests (Maze) → merged best parts into a single flow.
We built a single global agent finder with consistent UI components used across all markets. Instead of fragmented regional tools, users now interact with the same streamlined interface—localized for content but unified in structure.
Key Feature: Modular Platform
Key Feature: Appointment Booking Flow
The new Zurich Global Agent Finder became a flagship feature, proving the impact of user-centered design.
In short, we transformed a fragmented, underused tool into a seamless, high-converting experience that connects customers with agents faster—delivering real business value and elevating Zurich’s digital service.
1.7%
1.7%
