Insurtech UX Design
The first 100% online
insurance solution in Brazil
Death and loss have always been taboo in our society. Therefore, we are not prepared for the bureaucracy and expenses that we will have when someone close leaves. Our challenge was to bring, in a welcoming way, a way for people to prepare for these events with funeral insurance, in a simple, fast, and inexpensive process.
I joined a tech startup (Mobi2Buy) to act as the UX designer for their new project team, with a PO, a UX Writer, a Full-stack Developer, and the Lead Designer. We joined forces to bring to life an online insurance company, focused on selling funeral insurance.
That, by itself, proved not to be an easy task.
Discover
Interviews
At the discovery phase of my project, I participated in user interviews in order to get a better understanding of the problem.
As it is an initial phase of discovery, we opted for broader data, with qualitative research, to collect insights of higher quality and level of detail. So we chose to work with 2 focus groups, with people from different backgrounds and aspects like religion.
My participation in this stage was to create, together with the business area, the questions that would be asked, starting from a CSD Matrix. I curated the interview raw material and presented the results to the team and stakeholders.
The interview was divided into general aspects questions, and how they deal with death. Then, some questions about funeral insurance, and their knowledge about the subject. After that, questions about Colo da Mãe naming, branding, and value proposition.
We discovered that people don’t usually talk about death, but the ones that have experienced the loss of someone close, regret not being prepared in advance.
Personas
Based on the interviews/benchmark we set up three personas. We referred to them throughout the entire product development process.
From the very start of the project, we felt the necessity to have personas, because of the different insurance possibilities and the sensibility of the theme. So we used the interview profiles and sat down with stakeholders to align the target we would be aiming for.
Those personas were essential for the tone of our communication. And I was able to adjust the whole purchase experience based on them.
Customer Journey
I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goal with the product. Buying a plan.
The journey mapping was made to help me see the touch and friction points, from the moment a user enters the site all the way to the final of the checkout.
I was able to identify the difficulty of some additional steps with the plan selection, which was adjusted and simplified.
Also, the team could understand what the user should experience and some business decisions were grounded on the users, like how many plans should be offered.
Prototype
Sketches
I usually start the design process with low fidelity wireframes. This is the way I iterate through many design options quickly.
With the sketches, the team was able to discuss the technologies we would use, and brainstorm about design possibilities.
We knew since we created our personas, that one of our target consumers was elder people with little web knowledge. So I started thinking about accessibility and ease of use.
The main difference was the way we were presenting the plans and how users should choose between them.
The structure of the main page with an area to introduce the company, followed by the benefits of having insurance, and, then, the plan selector, was defined in this stage.
All the wireframing and the iterations after that were all drove by the initial concepts sketched.
Wireframes
At the beginning of my design process, I created wireframes for testing purposes and concept validation.
This step was crucial to get a concept approval from the stakeholders, still in an early stage. I created a low fidelity wireframe, using Adobe XD. With the wireframe, I was able to show the main structure and present the main functionalities for the product, and how they will work. And with 3 to 4 iterations, the concept and informational architecture were approved and I was ready to advance.
User Testing
Before launching the product, I did a testing round in order to reveal possible usability problems.
With a functional prototype done, I selected 15 colleagues that were not involved in this project to help me with feedback, and if the buying process was clean and easy enough. Those colleagues matched with our personas profile and the tests were conducted locally and unmoderated, to observe and measure behavior patterns.
I saw that the plan offers, the way they were planned to be, were creating some confusion and users were not feeling confident in choosing any options. Some redesign was made and I could present a new and more easy way for users to select the best offer for them.
Card sorting with the user testing results
Design
UI Design
Once I tested out all usability mistakes, I started designing the final screens in Adobe XD.
I followed a modern and light design, reflecting our bold and also welcoming attitude.
The product was created as a website, both for desktop and mobile. Totally responsible.
The checkout process was particularly fun to create because it reflects the product ambition to be simple, direct, and efficient. And it was made considering all the users’ problems identified in the research process and in the user testing, like the fact that some users are not used to shopping in the digital environment.
Final Product
Analyze
What have I learned?
When I first started this project, I was afraid that our deadline would interfere with my UX plans and how should I apply my methodologies, something I really believe is more important than just drawing nice screens.
But, all the team was sharp, and the scrum methodology really made the difference. But the whole team was sharp and working with Scrum really made a difference. It was an opportunity to put my knowledge into practice, and create a product that I was really proud of being involved in from the beginning.
