Coverdy – Personalized Insurance Comparison Platform

Problem Statement:

Help professionals to solve their frustration when going through the insurance process by compare personalized solutions that based on their own situations and explain in ways that they can understand.

User Research

The project kick-off by conducting extensive market research, including reading discussions on forums to gain a better understanding of people’s pain-points.

I also investigated in other similar websites, mapping the user journey by interviewing insurance buyers and also recalling my own insurance experiences to find out whether there is a gap in what people are expecting v.s. what they are receiving.

User Journey & Job-to-be Done:

User Stories

User Stories:

User Stories 2

During the process, we also identify our USP.

After I’ve done the research and learned more about users behaviours and mindset, I proceed on creating a User Persona and documenting the User Stories/Job-to-be-done to clearly list out what our target users will do/want to do in his insurance journey.

Persona 1 – Edwin:

Persona - Edwin Leung

After the team has agreed on the proposed user persona, we ideate for a solution to solve the problem.

For this project, I discovered that the users are not getting personalised insurance planning online.

The team mutually agreed on the opportunity and thus, I moved on to designing the wireframes, to make sure the flow of the solution is logical and all the functions have taken into account.

The wireframe should give enough details for the stakeholders to tell what they like/dislike on the layout or any functionalities that are missing or should be removed.

Once the wireframe was approved, I started designing a high-fidelity prototype. This is for helping stakeholders to be able to get a realistic feeling of the final product before any coding. This is a much cost-effective to get feedback.

*Many projects dived right into development before a high-fidelity design has been signed-off. Usually thinking it can save time by doing both simultaneously or even worse, design afterwards. From our experience, it often it takes longer to make corrections at a later stage.

“Building the wrong product is extremely costly. Changing code is costly too. Creating the wrong design is relatively cheaper. Hence, changing the design is much more effecient.” – Harrods Chui

Insurance often gives the impression of boredom.

I want to change the status quo and make insurance interesting because this is one of our USPs.

UI Design

Before starting user interface design, I’ll create a mood board for inspiration from similar websites and explore new ideas on Dribble and Behance for screens that might be helpful in visualizing our data.

Below is the high-fidelity prototype of the platform:

This slideshow requires JavaScript.

The screens are connected to show the system workflow, hence, it can simulate the final product for user testing to capture feedback.

Usability Testing

The next step is to prepare screening questions to select candidates that match with the profile we are designing for.

I was responsible for preparing the interview questions and moderating the usability test.

In this project, we’ve interviewed 20 candidates face-to-face, and received insightful feedback.

We discovered for new users, they’ll need more guidance. Besides they also request for more detailed information which we thought they wouldn’t be interested in viewing before.

For minor changes, I made the adjustment on the fly and it’s fine for the next candidate. While some changes require more careful planning, so I took the feedback back to the drawing board and update the changes in the final design.

Once the design has been tested and validated by users, I passed the designs to developers to build the backend of the solution.

Leave a Reply