Understanding insurance agents to evolve our Safelite for Agents experience
Background
Following the launch of Safelite for Agents—a platform designed to help insurance agents easily schedule glass appointments for their policyholders—we set out to evaluate its performance after the first year. The platform also supported agents with regular email campaigns offering service guidance and resources to pass on to customers.
To ensure the experience was meeting real-world agent needs, we conducted a two-phase research initiative.
First, a quantitative survey of 700 agents captured baseline insights.
Second, we conducted 10 qualitative one-on-one interviews to dig deeper into the survey themes—gathering stories, quotes, and nuanced feedback to build empathy and guide future strategy.
My role:
Lead researcher
Impact:
+Prioritized roadmap features
+informed new content marketing strategy
Tools:
Qualtrics, Zoom
What challenges are agents facing with our platform and communications?
Challenges
Limited understanding of agents' day-to-day roles and how they support policyholders
Uncertainty around which marketing efforts were resonating, and which were falling flat
Lack of clarity on content preferences, including format, frequency, and relevance
Needed deeper, story-driven insights to help leadership empathize and prioritize improvements to the site and communications strategy