Simplified Insurance Buying Experience: Redesigned the insurance purchasing journey with improved navigation and a more intuitive user flow, making it easier for users to explore coverage options and obtain a quote independently.
Clear Insurance Comparison: Introduced an intuitive insurance comparison experience through a high-fidelity Figma prototype, helping users understand their options and make informed decisions with confidence.
Competitor analysis
Improve navigation and call-to-actions by making key actions such as Get Quote and Car Insurance easier to find.
Simplify the quote process by reducing the number of steps, required inputs, and information displayed on each page to minimise cognitive load.
Enhance decision-making with clearer visuals, coverage comparison tables, and interactive tools such as a cost calculator.
Build customer trust by showcasing brand value, credibility, and the benefits of choosing Turners Insurance.
Ideation
Competitor analysis
Improve navigation and call-to-actions by making key actions such as Get Quote and Car Insurance easier to find.
Simplify the quote process by reducing the number of steps, required inputs, and information displayed on each page to minimise cognitive load.
Enhance decision-making with clearer visuals, coverage comparison tables, and interactive tools such as a cost calculator.
Build customer trust by showcasing brand value, credibility, and the benefits of choosing Turners Insurance.
Ideation
Competitor analysis
Improve navigation and call-to-actions by making key actions such as Get Quote and Car Insurance easier to find.
Simplify the quote process by reducing the number of steps, required inputs, and information displayed on each page to minimise cognitive load.
Enhance decision-making with clearer visuals, coverage comparison tables, and interactive tools such as a cost calculator.
Build customer trust by showcasing brand value, credibility, and the benefits of choosing Turners Insurance.
Ideation
Pain points
Pain point 1
Navigating through the web to complete tasks and get an insurance quote is complicated.
Pain point 2
Cannot compare coverage types easily to decide on best insurance coverage.
Pain point 3
Completing the insurance buying process requires customer presence at the site.
Pain point 4
Making changes to insurance plan cannot be done independently and efficiently online.
Problem statement
George, a professionally extroverted husband, needs digital tools to self search options about different insurance coverage without needing in-person support so it does not consume his social battery.
How might we help users to understand information on insurance and navigate through the process efficiently?
How might we enable users to view a preliminary quote online so they can compare and decide on the best insurance coverage type?
How might we facilitate users so they can make changes to their insurance plan independently?
How might we
Problem statement
Improve the speed and convenience of the insurance quote process.
Enhance visibility of vehicle insurance options on the website for easier access and navigation.
Implement preliminary quoting with minimal customer input, such as using vehicle registration details to provide an initial estimate.
Develop an online platform for insurance quotes and purchases to align with customer expectations and industry competitors.
Offer options for customers to complete the entire insurance process online, including policy issuance without requiring physical presence at the site.
Pain point 1
Navigating through the web to complete tasks and get an insurance quote is complicated.
Pain point 2
Cannot compare coverage types easily to decide on best insurance coverage.
Pain point 3
Completing the insurance buying process requires customer presence at the site.
Pain point 4
Making changes to insurance plan cannot be done independently and efficiently online.
Pain points
Problem statement
George, a professionally extroverted husband, needs digital tools to self search options about different insurance coverage without needing in-person support so it does not consume his social battery.
How might we
How might we help users to understand information on insurance and navigate through the process efficiently?
How might we enable users to view a preliminary quote online so they can compare and decide on the best insurance coverage type?
How might we facilitate users so they can make changes to their insurance plan independently?
Actionable feedback
Improve the speed and convenience of the insurance quote process.
Enhance visibility of vehicle insurance options on the website for easier access and navigation.
Implement preliminary quoting with minimal customer input, such as using vehicle registration details to provide an initial estimate.
Develop an online platform for insurance quotes and purchases to align with customer expectations and industry competitors.
Offer options for customers to complete the entire insurance process online, including policy issuance without requiring physical presence at the site.
Pain point 1
Navigating through the web to complete tasks and get an insurance quote is complicated.
Pain point 2
Cannot compare coverage types easily to decide on best insurance coverage.
Pain point 3
Completing the insurance buying process requires customer presence at the site.
Pain point 4
Making changes to insurance plan cannot be done independently and efficiently online.
Pain points
Problem statement
George, a professionally extroverted husband, needs digital tools to self search options about different insurance coverage without needing in-person support so it does not consume his social battery.
How might we
How might we help users to understand information on insurance and navigate through the process efficiently?
How might we enable users to view a preliminary quote online so they can compare and decide on the best insurance coverage type?
How might we facilitate users so they can make changes to their insurance plan independently?
Actionable feedback
Improve the speed and convenience of the insurance quote process.
Enhance visibility of vehicle insurance options on the website for easier access and navigation.
Implement preliminary quoting with minimal customer input, such as using vehicle registration details to provide an initial estimate.
Develop an online platform for insurance quotes and purchases to align with customer expectations and industry competitors.
Offer options for customers to complete the entire insurance process online, including policy issuance without requiring physical presence at the site.
Design Thinking
User Research
Wireframing & Prototyping
Usability Testing
Turners Car Auctions is New Zealand's leading used vehicle retailer, offering a one-stop-shop experience through vehicle sales, finance, and insurance services, including an online vehicle insurance process.
I investigated customer pain points in the online insurance process and identified key stakeholder needs. Using these insights, I designed a prototype that simplified the insurance journey, creating a smoother and more intuitive experience for customers.
Turners Cars
Turners Cars
Turners Cars
Design Thinking
User Research
Wireframing & Prototyping
Usability Testing
Role: UX/UI Design, UX Research
Duration: 4 weeks
Problem
Users prefer to explore insurance coverage online and need a streamlined digital process to compare their options and obtain an insurance quote quickly and independently.
Solutions
Simplified Insurance Buying Experience: Redesigned the insurance purchasing journey with improved navigation and a more intuitive user flow, making it easier for users to explore coverage options and obtain a quote independently.
Clear Insurance Comparison: Introduced an intuitive insurance comparison experience through a high-fidelity Figma prototype, helping users understand their options and make informed decisions with confidence.
Research
Problem
Users prefer to explore insurance coverage online and need a streamlined digital process to compare their options and obtain an insurance quote quickly and independently.
Empathise
Customer and stakeholder interviews were conducted to identify user needs, pain points, and business requirements. The insights were synthesised into an empathy map, user persona, and user journey map to better understand the user experience and define the key problems. Shared priorities between the customer and stakeholder helped identify and prioritise the most impactful improvements.
Solutions
Simplified Insurance Buying Experience: Redesigned the insurance purchasing journey with improved navigation and a more intuitive user flow, making it easier for users to explore coverage options and obtain a quote independently.
Clear Insurance Comparison: Introduced an intuitive insurance comparison experience through a high-fidelity Figma prototype, helping users understand their options and make informed decisions with confidence.
Empathy map
User persona
User journey map
" I just want it to be simple, clear and easy to do online."
Empathy map
User persona
User journey map
" I just want it to be simple, clear and easy to do online."
Research
Empathise
Customer and stakeholder interviews were conducted to identify user needs, pain points, and business requirements. The insights were synthesised into an empathy map, user persona, and user journey map to better understand the user experience and define the key problems. Shared priorities between the customer and stakeholder helped identify and prioritise the most impactful improvements.
Define
With the information gathered from our user and stakeholder research, our next step was to define the main issues to address, specifying and prioritising tasks that can solve the user problems
Define
With the information gathered from our user and stakeholder research, our next step was to define the main issues to address, specifying and prioritising tasks that can solve the user problems
Define
With the information gathered from our user and stakeholder research, our next step was to define the main issues to address, specifying and prioritising tasks that can solve the user problems
Empathy map
User persona
User journey map
" I just want it to be simple, clear and easy to do online."
Process
Process
The process began with a competitor analysis, which identified features that improve the insurance buying experience and overall usability. These insights informed ideation sessions, where the team developed and refined solutions to better meet user needs. The website's information architecture was then updated to simplify navigation through the car insurance section.
The process began with a competitor analysis, which identified features that improve the insurance buying experience and overall usability. These insights informed ideation sessions, where the team developed and refined solutions to better meet user needs. The website's information architecture was then updated to simplify navigation through the car insurance section.
Information architecture
Information architecture
User Flow
A user flow was then created to improve the user’s insurance buying process, minimising the number of clicks and cognitive load to complete tasks.
User Flow
A user flow was then created to improve the user’s insurance buying process, minimising the number of clicks and cognitive load to complete tasks.
User Flow
A user flow was then created to improve the user’s insurance buying process, minimising the number of clicks and cognitive load to complete tasks.
Prototype
The series of pages were then formed into low-fidelity wireframes. The team were to run a usability test with these to ensure the changes were in the direction of meeting the goals of the project.
Prototype
The series of pages were then formed into low-fidelity wireframes. The team were to run a usability test with these to ensure the changes were in the direction of meeting the goals of the project.
Prototype
The series of pages were then formed into low-fidelity wireframes. The team were to run a usability test with these to ensure the changes were in the direction of meeting the goals of the project.
Test
We ran moderated usability tests with five to eight participants to evaluate usability of the insurance section, assess clarity of the information and identify opportunities of future improvement. Improvements were then made in response to the feedback gained from usability testing.
Test
We ran moderated usability tests with five to eight participants to evaluate usability of the insurance section, assess clarity of the information and identify opportunities of future improvement.
Improvements were then made in response to the feedback gained from usability testing.
Many participants still found it hard to understand the coverage types offered.
Almost all participants were reluctant to ask the Chatbot for information.
Some participants felt that there were too many details to enter for a quote.
Participants want to receive an email about their quote.
Usability test feedback
Test
We ran moderated usability tests with five to eight participants to evaluate usability of the insurance section, assess clarity of the information and identify opportunities of future improvement. Improvements were then made in response to the feedback gained from usability testing.
Many participants still found it hard to understand the coverage types offered.
Almost all participants were reluctant to ask the Chatbot for information.
Some participants felt that there were too many details to enter for a quote.
Participants want to receive an email about their quote.
Usability test feedback
Outcomes
Simplified Insurance Buying Experience: Redesigned the insurance purchasing journey with improved navigation and a more intuitive user flow, making it easier for users to explore coverage options and obtain a quote independently.
Clear Insurance Comparison: Introduced an intuitive insurance comparison experience through a high-fidelity Figma prototype, helping users understand their options and make informed decisions with confidence.
The redesigned insurance experience simplifies the journey by improving navigation, streamlining the quote process, and introducing a clear insurance comparison feature that helps users make informed decisions with confidence. These solutions address the key user pain points while meeting the project requirements. The next step is to collaborate with developers to refine the design, ensure technical feasibility, and support a smooth handover through to implementation.