Challenge
My role was to create an in-depth analysis of 5 leading insurance companies that used different insurance portals to generate policy quotes for consumers.
Goal
Our goal as a team was to understand how our company could make our quoting portal better and more user-friendly. Down below is a slide deck of my findings.
Role
UX/UI Design Consultant,
UX Researcher
Presentation Design
Team & Timeline
Dian Fay, Bill Robinson,
My Self, 2 Week Timeline
Methods
IDEO’s human-centered design and UX design methodology,
Competitive Analysis
Tools
Mintel, Google Analytics, Google Search
The Process
By using a software called Miro, I was able to make a timeline of each brand's user experience. Then I documented the pleasure and pain points a user felt. Another element of my research was evaluating who the users were for each company.
Over time I realized many different UX decisions were implemented in the interface depending on the audience. Some brands, like Lemonade, were targeting the everyday user looking for insurance, while companies like Arbol directly targeted insurance brokers and tended to use more fancy insurance jargon. These discoveries caused our development team to reassess our goals and targets for our portal.
1
Be on your toes!
Startup companies may have short turn arounds and small teams that may not have members with a UX or design background. They also may not have time for research or user testing.
2
Don't make assumptions without validating them
Don't assume your users understand how to use your interface. I found while analyzing other brands some brands had user experiences that could be more intuitive. At times I was confused about how I would complete certain steps. When I encountered these moments, it reminded me why user testing is so important to product development.
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