Designing a new insurance website

Minerva is the leading provider of risk management services, insurance, reinsurance brokerage, and human resources benefit consulting.

Introduction

I collaborated closely with stakeholders throughout the project lifecycle, from participating in the design sprint to delivering the final designs to the development team.

Role and Responsibilities

  • Planned and executed UX activities, while promoting best practices for user experience design within the team.
  • Conducted workshops and facilitated communication with stakeholders and developers to ensure that project goals and requirements were met.
  • Established a cohesive visual language and design system to ensure consistency and efficiency in design development.

Goals

  • User goal: The website should be user-friendly for people of all ages, including those who may not be tech-savvy, to complete their tasks easily.
  • Business goal: Minerva’s objective was to enhance user engagement by creating a website that was a primary source of information for clients.
  • Product goal: The website should be accessible round the clock as the live chat feature was meant to be available 24/7.

Timeline

Nov 2021 – Jan 2022

Challenges

  1. Due to different divisions within the company, the navigation bar became complex as various stakeholders had different preferences on how to make their divisions stand out.
  2. Older adults, who were not familiar with technology, made up a significant portion of our target users. This demographic found it difficult to navigate the website to find their preferred packages.
  3. The size of Minerva made scheduling meetings with stakeholders challenging. It was often difficult to get the whole team together for a meeting and canceled meetings were particularly time-consuming given our project’s tight deadlines.

Solutions

  1. Conduct a series of user tests to understand how users interact with the navigation bar, and identify areas where they struggle or get confused.
  2. Create a set of design guidelines that are agreed upon by all stakeholders. Conduct user research to identify the specific areas where non-tech-savvy users are struggling and use this information to make design decisions that will accommodate their needs.
  3. Create a clear agenda for each meeting and distribute it in advance, to ensure that everyone is prepared and knows what to expect. Use online collaboration tools such as Trello, to enable stakeholders to provide feedback asynchronously, so that everyone can contribute even if they can’t make the same meeting time.

Design Process

To begin the project, we engaged with stakeholders to gain a clear understanding of their vision and objectives. Subsequently, I conducted several rounds of user interviews and contextual inquiries to map out the various components and test early solutions, thereby expediting the process.

Design process image.
Journey map image of the website

Journey Mapping

To gain an understanding of the larger ecosystem and to identify inefficiencies in existing workflows, I utilized journey mapping. By examining the various tools used for processes such as Miro, Google Sheets, and paper, we focused on improving the end-to-end experience. However, one of the biggest challenges was addressing the underlying issues rather than simply providing the solutions that users were requesting. This was especially difficult, as our users were also clients.

Wireframing

After conducting research, the team engaged in brainstorming sessions and sketched out ideas for the website. As the designer, I took responsibility for creating low-fidelity wireframes to explore various layouts and navigation options.

Wireframes of a website
A screenshot of a figma file with prototyping wires

Prototyping and Testing

  • In order to validate the design, we performed user testing with a diverse group of participants. These users were asked to complete a range of tasks on the prototype website, including obtaining a quote and comparing policies. We also gathered feedback on their overall impressions of the site and any areas that needed improvement.
  • Due to the lack of a budget allocated for user testing, I initiated the testing of my prototypes and concepts with stakeholders and colleagues. By continuously demonstrating the benefits of user testing,

Learnings from Developers

During the development phase, I worked closely with the developers to ensure that the design was accurately implemented. One of the challenges we encountered was with animating the design due to limitations in Figma. Communicating the precise animations I envisioned was difficult, and we had to engage in extensive communication to ensure the animation was pixel-perfect. To overcome this, I created detailed documentation with referrals for each animation and worked with the developers to iterate until we achieved the desired outcome.

Launch

After extensive quality assurance testing, we launched the final website to ensure that it was fully functional and defect-free. The launch was well received by the stakeholders and clients, and the team celebrated the successful completion of the project.

Results

The users gave positive feedback about the new website, highlighting its responsive design and ease of use. As a result, the company’s online presence increased, and there was a significant improvement in customer satisfaction. The website achieved its intended goals, and I was proud to have contributed significantly to the project’s success.