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WHO

THETA INSURANCE

WHAT

Online insurance enrollment

ROLE

Research, UX/UI design, Branding, Visual design 

GOAL

Gain more young customers by allowing them to purchase insurance online

theta insurance

Online enrollment for the digital shopper

ITERATIVE APPROACH TO DESIGN

An iterative approach is to create a design, test it with users, analyze the results, and then make improvements based on that feedback. This approach allows for a more flexible and user-centered design process, as it allows for testing and feedback to be incorporated throughout the design process, rather than waiting until the end.

GATHERING INSIGHT

I performed a competitive analysis to gain understanding of the strengths/weaknesses of other established insurance companies. I also conducted four in-depth interviews with males and females aged 38-47 with a range of insurance needs to explore their experiences shopping for insurance online.

TELL ME HOW YOU REALLY FEEL

During my interviews, it was clear users didn't have an overall positive view about the insurance industry or the process of purchasing insurance.

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I boiled all the feelings down to three themes to focus on so Theta could have a starting point based on feedback:

BALANCE

  • Looking for a blend of price and coverage

  • Mix of communication types; chat bots/agents/websites

ANNOYANCE

  • Shopping for insurance was time consuming

  • Follow up emails and calls were bothersome

  • Paying for something you might not use

CONFUSION

  • Coverage names aren’t standardized; makes it hard to comparison shop

  • Some sites have too much info/others not enough

I liked absolutely nothing (about shopping for insurance). It’s confusing, overwhelming, feels stupid.

I find most insurance to be not very user friendly and technical.

It takes time to shop around to find what’s right, there can be a lot of options, which packages would be good for you...I wish it was instant.

A TRUSTED BRAND

For more than 30 years, Theta has provided insurance packages to individuals through local insurance agents. They would like to capture a younger digital market and allow customers to purchase and manage insurance plans directly through their website.

INSURANCE, YIKES

Purchasing insurance can be time-consuming, confusing and frustrating. It's a competitive market with a lot of large, recognizable names and it's difficult for a small company to capture a piece of the market. Insurance can be stuffy and impersonal.

JULIE'S ON THE LOOKOUT

There’s a clear opportunity to upgrade the insurance buying experience. Users are looking for a simple, modern and straightforward process.

A LITTLE EXCITEMENT

The goal for creating a brand identity was to have a bright color palette and freeform style express a modern, energetic and engaging experience for younger users. 

PUTTING IT TOGETHER

After some initial iterations of the task flow pages, a bold pumpkin blob was the choice for testing. Having only 10 screens to search for and purchase insurance with only 2 inputs per screen, I hoped to minimize user confusion and maximize efficiency.

KEEP IT SIMPLE

With the general dislike of shopping for insurance and Julie in mind, I started sketching a very simple user flow and homepage for a millennial-minded crowd. I pared down elements displayed on the homepage to decrease confusion and increase usability and created wireframes in Figma.

CHECKING THE FLOW

Six participants were tasked with purchasing home insurance through the Theta desktop site.

 

I used Maze, an online testing platform, since the flow was pretty straightforward.

 

Overall, the feedback was positive with the exception of a few problem areas.

NEXT STEPS

  • Overall, the simplicity of the purchasing process seems to be headed in the right direction.

  • Flow testing and functionality was limited in scope; working to create a higher fidelity prototype to test would be next.

  • Theta can now use this design and flow as a baseline to build upon.

33%

Testers had direct success completing the task

4.2

Seconds average spent on each screen

40%

Usability score on the coverage screen

3/6

Completed the task via unexpected paths

I like the color blocking. Looks legit. Icons felt a little clunky.

I liked that it didn't say, ‘Call to get your quote’ like it does IRL!

Great minimal design was easy to follow and use.

INCORPORATING FEEDBACK

  • ​The welcome screen was changed to add more information about how the process would work

  • The "get help" text was changed to an icon to be more visible if needed

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  • Added a validation page to gather SS# and email to confirm identity and send finalized quote

  • Removed the "review your coverage" page as the data indicated it was redundant

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  • On the confirmation page, I added an option to download your policy

  • Changed font sizing to follow UI guidelines

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