As insurance organizations consider a refresh of their agent or policyholder online experience, they often first seek operational efficiency. Wrong approach, notes Josh Levine. He’s the founder of Cake & Arrow, an online experience consultancy. “Better and faster sounds great, but it shouldn’t come at the expense of the end user experience. You can do both. Don’t start with technology. Don’t start with the what; start with the why.” Is insurance on board with this approach? Josh says the “it doesn’t come naturally to insurance organizations. They want to focus on the process, like claims. It’s in their DNA. It’s what the industry thinks people need versus what actually drives people to make a transaction.” Josh believes in intense field research before revising digital experiences—sitting down with agents, for example, and seeing them navigate tech tools. “We want to really understand the behaviors and attitudes as it relates to the problem.” In this engaging conversation, Josh also offers some personal advice: “You be you.”

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