Before project launch, we conducted user interviews to understand our target users. The insights from this exercise helped us understand the goals, fears, behaviours and frustrations of our target customers.
Segmenting qual data into themes
User interviews
I devised a script of questions to steer our conversation towards the participants' emotions when thinking about home insurance. After transcribing the interviews, I organised the qualitative data into themes.
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high-net worth family
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career driven single
Creating personas
We found both groups felt frustrated when they had to spend a lot of time sorting out their insurance. However, family groups valued "peace of mind" above everything else. This translated to two needs: having sufficient cover because they had a lot to lose; and quality customer service as they were time poor. Singles on the other hand, valued getting the "best value" for their money and "minimal effort".
I researched five of diverse competitors using a SWOT analysis. This was conducted to understand how our target users currently experience the home insurance space, drawing design decisions we should consider.
Urban Jungle SWOT analysis
Key findings
Although comparison websites still dominated the market, more insurance companies were attempting to reduce the time to complete an insurance form. People want choice but do not enjoy filling out disengaging forms.
The price elastic market also indicated that cost was a key determining factor. However, more established brands charged higher premiums as trust was still important.
I created a prototype and presented it to stakeholders for feedback. We then tested two versions of the web journey - light and dark. Dark mode was a new trend and we wanted to test whether it increased consumer trust.
light variation
dark variation
Light variation wins
We tested six participants, all of which were homeowners and the primary decision maker for services and utilities.
Each participant tested both design variations.
Most preferred the light design, finding it more reassuring and personal.
However, some people thought buzzvault was a comparison website and were surprised they didn't see a list of options at the payment page. The light design was chosen for development and was launched soon after.
"The dark version was gloomy"
