Challenge

AMI is one of the most loved insurance brands in New Zealand

Their travel product covers Kiwi’s when they are travelling nationally or internationally.

The existing experience had been released some years ago. Users would input their destinations, date and traveller information, get a quote for cover and then select the cover they’d like to purchase.

This experience had relatively zero iteration since it’s first launch.The goal of this project was to redesign a modern and clean experience that would increase the amount of policies purchased online, and the sales figures of this specific insurance product.
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I also had to take into account needs from our legal and risk teams to ensure the experience was compliant, and incorporate needs from our insurance underwriters so they were able to issue this cover online.

my role

My role was to lead and execute the design direction of a mobile responsive web experience

The team I led was made up of 3 digital specialists and 4 engineers. Most of our team had little experience with a user-centric design process but were extremely eager to learn.

process

I worked with my other digital specialists to extract information about the current performance of this experience.

Once all gathered together, I decided to lead this project in a participatory style, introducing the team to a user-centric process.

A personal passion of mine is educating others on pragmatic techniques to advocate for the user so I worked to get buy-in from management around trying out a user-centric process.

I set-up and facilitated a 3-hr workshop for the team involved. The biggest problems we focused on during this session were

Helping users understand what additional insurance add-ons mean in a real-world scenario
Be upfront and show clear ways for users to get the discount they’re eligible for.
Reduce confusion around what type of policy to purchase

Affinity diagramming and empathy mapping outputs from the workshop I facilitated

As a team, we reframed the business goal into a HMW statement so we could focus on the opportunity for the user

After the workshop, I refined the outputted ideas and user flows into a prototype for user-testing.

From testing I found that although most users completed the task successfully, time-taken was the biggest area for improvement.

I then mapped the proposed improvements on an impact vs effort matrix and worked together with our Engineers to prioritize what features would help to achieve our goal.

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The team collectively worked in a wireframe of the new experience. I then refined that into a prototype for user testing

design

During initial research, I found that most users were completing their purchases from a mobile device.

Because of this, I focused on using a mobile-first approach.

I also focused on including a range of iconography to help connect to our overall brand and contrast within the typography so a user can complete their action quickly.

I introduced a sticky cart for users to see the cost of their cover easily

Reframing the add-ons experience to make them more understandable had a positive impact on the end results

By rolling up the legal information I was able to ensure the product was compliant but also clear, especially when the user came to purchase