OneView
Hagerty's CRM for agent workflows, which reduced call times and improved customer service with an intuitive, user-friendly interface.
Overview
Hagerty’s legacy servicing systems were outdated and fragmented. Agents relied on multiple disconnected tools to locate and update customer data, resulting in long call times, inconsistent records, and inefficient workflows.
Our goals were to:
Understand how agents navigate between systems and identify key friction points.
Evaluate usability needs for a unified “single pane of glass” CRM experience.
Validate whether consolidating tools would meaningfully improve call efficiency and data accuracy.
Solution
We designed and tested OneView, Hagerty’s next-generation CRM platform. The goal was to centralize customer information and streamline servicing workflows within one intuitive interface.
I conducted a mixed-methods study—interviews, contextual inquiry, and usability testing—to inform design decisions and validate outcomes.
Key Challenges
OneView was envisioned as a centralized hub where agents could efficiently access, verify, and manage customer records across Hagerty’s ecosystem.
Previously, agents juggled between the Drivetrain system, Salesforce, and internal databases to complete even basic tasks like verifying a member’s policy or updating contact information.
This disjointed system increased handling times, frustrated users, and limited scalability. The Product and Design teams set out to modernize this experience—consolidating critical workflows into one consistent, accessible tool.
Methodology
We used a multi-phase research approach to understand pain points and validate OneView’s core workflows:
Contextual Inquiry: Shadowed 10 Member Servicing Center agents during live calls to observe real workflow challenges.
Card Sorting & Task Mapping: Identified the most-used data categories and optimized information architecture for quick retrieval.
Prototype Usability Testing: Conducted 15 moderated tests using Figma prototypes to assess ease of navigation, search accuracy, and visual clarity.
Surveys: Gathered quantitative feedback from 60+ agents post-pilot to evaluate perceived efficiency and satisfaction.
Efficient Search Experience
A search feature that returns identity-resolved records based on specific data points, allowing agents to locate and verify customer information accurately.
Single Record View + Deep Linking to Source Systems
Displays demographic, account, insurance, and product data in a consolidated view, giving agents instant access to customer details without switching between systems. Additionally, these solutions link directly to related records in core systems such as Drivetrain, Salesforce, etc.
New Record Creation
Supports the creation of new person or entity records, ensuring future scalability as Hagerty moves towards a master data management approach.
Research Plan & Implementation
Research participants were recruited from Hagerty’s Member Servicing Center and Underwriting teams. Sessions were conducted remotely using screen-sharing tools and lasted between 30–45 minutes each.
Core Topics Explored:
Search workflows and pain points in the Drivetrain system
Validation of OneView’s global search and record linking
Navigation and hierarchy of the customer record view
Efficiency during data entry and verification
Error handling and confidence in retrieved data
All findings were synthesized in FigJam, mapping insights to design recommendations and prioritizing by user impact and implementation complexity.
Key Results & Takeaways
Research uncovered several critical insights:
Agents often wasted up to 20% of call time toggling between systems to verify basic customer details.
Users wanted clearer hierarchy between policy, vehicle, and member data within a single view.
Quick actions (e.g., renewals, address updates) were most valuable when surfaced contextually within the record view.
Confidence increased when system feedback confirmed that data synced correctly with Salesforce.
As a result, the team implemented:
Identity-resolved global search, merging duplicate records automatically.
Consolidated “Single Record View”, integrating all demographic, account, and product information.
Deep linking to legacy systems for audit trails and traceability.
Inline action modules to handle the most common servicing tasks directly within OneView.
Business Impact
After implementation and testing, early pilot data showed:
10% reduction in average call handling times
Fewer duplicate records across CRM databases
Increased agent satisfaction with a more modern, cohesive interface
OneView became a model for future internal applications—proving that well-researched, user-centered CRM tools can dramatically improve both employee efficiency and member experience.
