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Helping to make insurance human

USER RESEARCH, USER EXPERIENCE DESIGN, USER INTERFACE DESIGN, INTERACTION DESIGN

What was the problem?

This was a large project to solve several issues:

The UI brand elements were inconsistent across its digital touch points, some areas were responsive with the latest branding whilst others were fixed desktop sites from over 10 years ago.
We captured similar pieces of information, in various different ways, without having a UX 'Best practice' approach.
Our tone of voice was inconsistent and in some instances confusing.

Working alongside UX and Content designers I was tasked with bringing User Centred Design principles into the insurance industry and beginning the creation of our first digital design system.

Defining 'Best practice'

The way we were capturing common information (e.g. Postal address) differed vastly across our estate, each with analytical benefits and drawbacks. At the start of this project I worked alongside the UX and content designers to create several variations for our key interactions that we could put in front of our users to generate qualitative experience metrics.

Creating our UI component system

I was very interested in the atomic design system materials at this point so created the new design system structure from this basis of thinking. Starting with smaller, more granular details (Colour, typeface), molecules (Form style templates) and building these up into our organism structures.

Creating our brochureware site

As a first step I iterated and experimented with the brochureware parts of the website so that I could get the feel of the brand components and see how these UI elements start to work and feel in composition with one another.

Creating our purchasing journeys

Once we were happy with the direction our web experience was heading in, we wanted to validate the direction we were heading in by creating the flows for our purchasing journeys. These experiences had to still feel connected to the major brand but allow our users to focus on their task at hand.