Uniqa conducts five times more customer research using Dovetail
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Dovetail aids Uniqa's digitalization and innovation department in driving process forward
Uniqa Insurance Group is a leading European insurance provider, operating in 18 countries, going beyond offering insurance products by promoting a mission of a safer, better, longer life. To support this vision, Uniqa plans to evolve into a service provider in the coming years. In 2017, they established the Digitalization & Innovation department, including Team Digital, which primarily develops digital channels for their Austrian market. Within Team Digital is Team CX, composed of front-end developers, designers, and a dedicated User Researcher, Sonja Bobrowska, who takes pride in being part of a company that prioritizes research and customer closeness.
Dovetail has dramatically improved the way we store, analyze, and synthesize qualitative research data.
Sonja Bobrowska
CX Researcher
02
The challenge of integrating agile UXR in a waterfall environment
Team CX at Uniqa works in close collabioration with the digital team, as well as product owners in each feature. While the rest of the company follows a more waterfall-like approach, the CX team practices an agile way of working, naturally creating a big challenge. Despite growing appreciation for user research, it’s difficult for product owners to identify when and how it can benefit their work. To address this, Sonja and Team CX have accelerated usability testing, though scoping comprehensive ethnographic studies remains challenging due to the vast range of insurance products and types of customers.
03
Increasing UXR awareness for better outcomes
Sonja and her team at Uniqa have faced challenges not only in increasing awareness of user research and running more usability tests but also in recruiting participants for insurance-related studies. Initially, they relied on an internal panel of long-term Uniqa customers due to GDPR constraints, but now have permission for intercept recruiting after customer interactions. Additionally, operating in a bilingual German-English environment complicates the sharing of research insights, often requiring duplicate reports for non-native speakers.
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Sharing invaluable customer insights with stakeholders
Sonja and her team rely on Dovetail as their central hub for managing qualitative user research data, gathered from ethnographic interviews and usability tests. They usually start by recording usability test sessions in Lookback, where team members add comments to highlight usability issues. These comments are then transferred to Dovetail, where Sonja analyzes the content with simple keywords to uncover patterns and insights. This tagging process is iterative, with Sonja refining the tags to better capture the nuances of the data. Once the analysis is complete, Sonja shares comprehensive summaries with designers and product owners, including links to the original source material. Detailed presentations for management and non-technical stakeholders are also held, ensuring that everyone has access to the valuable insights needed for informed decision-making.
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Streamlining customer data storage and analysis
For Sonja and Team CX, Dovetail has replaced the cumbersome method of storing data in multiple spreadsheets and folders, offering a more intuitive way to tag and organize textual data compared to Airtable—which they previously tried. While Dovetail is primarily used by Sonja, the team manager also uses the customer insights platform for an overview of completed projects, and designers and product owners access it to find specific answers.
Scanning tags and building insights out of tagged data is much more seamless in Dovetail. It also makes them accessible at any time from anywhere, unlike photos of post-its, for example.
Sonja Bobrowska
CX Researcher
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