Context
Slide Insurance, a Florida-based insurer, was preparing to acquire 163,000 policy holders from an incumbent. The challenge was to create a unified and intuitive File a Claim process that would seamlessly integrate new and existing users. This required a deep understanding of diverse user needs and an innovative approach to design.
Process
As Lead Designer, I orchestrated a week-long design sprint with key stakeholders, guiding a cross-functional team through each project phase. My responsibilities included:
My contributions ranged from initial concept development to final implementation, including:
- Conducting and analyzing user research to guide design decisions.
- Creating wireframes, prototypes, and high-fidelity designs.
- Collaborating closely with developers to ensure technical feasibility and implementation of design elements.
- Leading user testing sessions and incorporating feedback into design iterations.
- Developing a scalable design system and ensuring consistency across the platform.
- Managing project risks and adapting strategies to meet evolving project needs.
Strategic Design Leadership
Following the Google Ventures framework, I facilitated workshops and brainstorming sessions that aligned product goals with Slide's strategic objectives. This collaborative approach fostered innovative thinking and effective problem-solving.
User-Centric Design Approach
We developed an ideal customer profile to guide our design choices, ensuring the final product resonated with our core users. This persona-driven approach informed key decisions throughout the design process.
Innovative Problem-Solving
Key challenges included creating an engaging onboarding process and simplifying complex insurance information. We brainstormed creative solutions and rigorously tested sketches to ensure effectiveness.
Scalability and Future-Proofing
Slide did not have a design system or UI kit for their existing applications, so we decided to set them up with one. We utilized Tailwind and made modifications to meet the needs of Slide's team. This ensured that their future work would be scalable and adaptable when they made expansions in the future.
User Testing and Validation
On the fifth and final day of our design sprint, we conducted critical user testing sessions with 5 target customers. This step was crucial in validating our prototype and gathering real-world feedback. We set up two rooms: one for interviews and another for the sprint team to observe. As the lead designer, I ensured our prototype was fully functional and prepared a set of non-biased questions to guide the interviews. We carefully observed user interactions, paying attention to both verbal and non-verbal cues. This process provided invaluable insights into the effectiveness of our onboarding experience, helping us identify strengths and areas for improvement. The immediate feedback allowed us to quickly assess which ideas worked, which didn't, and informed our next steps for refining the product.
3-Month Product Development Phase
Following the successful design sprint, we embarked on a 3-month project to transform our prototype into a robust, product-grade application. This phase included:
- Iterative Design Refinement: Weekly design reviews, continuous iteration based on user feedback, and optimization of user flows.
- Development of Comprehensive Design System: Continuing to create a scalable design system using Tailwind CSS, including a component library and documented guidelines.
- Cross-functional Collaboration and Testing: Working closely with engineering, product, and design teams to conducted regular user testing and A/B testing to optimize the onboarding process.
- Performance, Accessibility, and Compliance: Ensuring fast load times, WCAG 2.1 AA compliance, and adherence to insurance industry regulations while maintaining a user-friendly interface.
Streamlining the Claims Process
One of the biggest challenges was defining the various possible claim types users could choose from, and providing them the right user flow based on that. We developed a sophisticated decision tree to guide users through the claims process, ensuring they received the most appropriate path based on their specific situation. This involved extensive collaboration with Slide's claims department to understand the nuances of different claim types and their respective requirements. We then translated this complex information into an intuitive, step-by-step interface. The decision tree not only simplified the process for users but also improved the accuracy of claim submissions, reducing processing times and minimizing errors. This feature became a cornerstone of our design, significantly enhancing the overall user experience and operational efficiency of Slide's claims management system.
Measuring Success
The outcomes of our 3-month development phase were not only impressive but also indicative of the project's success in transforming Slide's onboarding experience. Below are the key results that highlight the impact of our efforts:
- Onboarding Completion: Achieved an 89% onboarding completion rate, surpassing the industry average of 70%.
- Time Efficiency: Reduced average onboarding time from 20 minutes to 8 minutes, a 60% improvement.
- User Satisfaction: Net Promoter Score (NPS) increased from 32 to 58.
- Support Reduction: Customer support calls related to onboarding decreased by 45%.
- Accessibility: Achieved WCAG 2.1 AA compliance, improving overall usability.
Conclusion
This project exemplifies the transformative power of user-centered design in the insurance industry. By leading a comprehensive design sprint and overseeing a meticulous 3-month development phase, we not only
revolutionized Slide's onboarding process but also set a new industry standard. The success of this initiative demonstrates the critical role of design in driving business growth, enhancing user satisfaction, and creating scalable solutions. As Lead Designer, I'm proud to have guided this project from concept to implementation, delivering tangible results that positively impacted both users and the business.
