Car insurance website
We are dedicated to empowering individuals by offering a seamless comparison experience for insurance products, ensuring they find the perfect fit that aligns perfectly with their unique needs and circumstances.
My role: UIUX designer
Deliverable: Research, usability testing, graphic design, Visual design, Marketing campaign.
Project year: 2021
Platforms: Mobile, desktop ,tablet
Made with : Sketch, illustrator, just in mind
Overview
Elevated website user engagement by 50%, extending session durations on the insurance comparison page. Orchestrated improvements for a leading insurance company, focusing on speed, simplicity, and ease of purchase.
This accomplishment resulted from comprehensive user interviews, combined quantitative and qualitative surveys, meticulous sitemap revisions, and impactful UI design enhancements. Additionally, collaborated with the marketing team to generate campaign ideas, strategically implemented on the website for heightened user engagement.
Collaborated with
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Product owner
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Developers
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Business
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Marketing
Main problem
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Time-consuming process and excessive questions discourage users, leading to high abandonment rates.
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Information overload on the insurance page causes frustration and prompts users to leave the site.
Solutions
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Revamped user experience for speed, simplicity, and enjoyment at every step of the process, ensuring a seamless journey.
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Restructured and prioritized insurance information, enhancing user accessibility and facilitating informed decision-making.
Interview & Survey
I executed a quantitative survey with 30 participants, targeting online and offline insurance customers, leveraging Google Forms.
✨ Conducted a comprehensive survey to delve into user behavior patterns when purchasing insurance both online and offline.
✨ Uncovered critical pain points in the user journey, shedding light on the challenges users face during the process of buying insurance.
Conclusion
Extracted key insights into user needs and pain points from both online and offline experiences, informing the ideation process.
Key insight from survey
✨ Information overload on the insurance page causes frustration, prompting users to leave.
✨ Inconvenient comparison process with page switching impedes decision-making, impacting the overall user experience.
User Needs
An interface that provides a fast, simple step-by-step process, ensuring ease of use and quick access to easily readable information.
User pain points
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Quote generation: Users experience a time-consuming process when obtaining car insurance quotes due to the need to respond to numerous questions. Leading to frustration and discouraging them from completing the quote generation process.
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Filter: The insurance page overwhelms users with excessive information, often leading them to leave the website because they can't find what they're looking for.
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Compare: Users face inconvenience in comparing insurance information due to the need to switch between pages making it difficult for users to make informed decisions.
Solutions
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Quote generation: Redesign the quote generation process by condensing questions. Make it fast, simple and enjoyable every step answers questions.
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Filter: Reorganize the content hierarchy, prioritizing essential information and presenting it in a digestible format.
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Compare: Create a comparison table where users can select the insurance plan they're looking for and easily compare them on a single page.
Sitemap
To start, it is important to create an overall user flow that provides a holistic view of the entire process and enables navigation through each screen.
Screen Navigation Overview
Wireframe
Creating wireframes can help save time during user testing. By gathering feedback on the wireframes, I can make improvements to ensure ease of use.
Mock up
We will be focusing on three key features that address the pain points of a large number of users:
Quote generation, search results, and comparison.
Quote Car:
Describe : A quote is an estimate of premium for the insurance coverage you selected and information you entered.
Idea : I would like to make it fun for users by using icons instead of text. Icons are easy to understand, and users can just click on them to move to the next question. This way, we can save time.
#Mobile devices
#Desktop devices
Filter:
Describe : When you submit information for a car insurance quotation, a search result appears. You can then filter the results to make the plan more personalized.
Idea : I have added green icons to the insurance plan cards to make them more visually appealing and enjoyable for users compared to plain text. Additionally, I have implemented filtering options so that users can easily find the insurance plans they are looking for by filtering based on price or coverage.
#Mobile devices
#Desktop devices
Comparison:
Describe : The comparison option allows users to evaluate up to three insurance plans at once.
Idea : To make this feature look as clean and readable as possible, I tried to develop a compare table that would compare the details of every insurance plans by dividing the sections and designing a layout.
#Mobile devices
#Desktop devices
Design guidline
The outcome
Through this project, I've gained valuable insights by engaging in the entire end-to-end process. Conducting interviews and surveys extensively has honed my ability to craft precise questions during interviews🤩. I've also delved into the intricacies of employing the '5 Whys' technique, enabling me to effectively analyze user responses. Additionally, observing and comprehending user behavior while interacting with the product has significantly contributed to my skill development🥳.