Summary

As the Exclusive Aon Correspondent Office for Zimbabwe, Minerva has access to more than 65,000 insurance professionals worldwide, in over 120 countries.

Roles

  • Interface & User Experience.
  • User Research.
  • Prototyping.
  • Usability Testing.

Tools

  • Papers.
  • Miro.
  • Figma.
  • Adobe Photoshop.
  • Google meetups.
  • Zoom.

Overview

The insurance industry is on the verge of significant change. Digital transformation, demanding customers and new competitors are pushing the industry closer to transformation. The covid-19 Pandemic has in a significant way also pushed companies to find ways to engage remotely with their customers. Minerva has embarked on an exercise to upgrade its website so as to provide its customers with a better experience, to maintain its brand image and remain competitive in an increasingly convoluting market.

Objectives

  • Minerva needs to update its website to improve its look and feel, to improve its features and to improve its ranking on search engines in comparison to its competitors.
  • They needed to increase their organization’s credibility. There are several providers offering a similar service to Minerva hence why they want a website that stands out and clearly communicates quality information to their audience.
  • The website should come with a self-service portal.
  • To generate specific requirements for the website and self-care portal based on the customer’s expectations.
  • Highly professional look which appeal to their key target audience as defined above.
  • The website should be intuitive, clear and of modern looks.

Problem

  • Target market comprises prospective and existing corporate clients (B2B) who transact on behalf of their employees and later on we serve these employees on retirement or their beneficiaries (non-tech savvy users).
  • How best to accommodate all user age groups, for them to accomplish their task.
  • Best way to obtain information and quotes on products and reduce cost of phone calls for users.
  • Too many options on the old Navigation bar, that were confusing to users when navigating through the website.
  • The information structure on the old website was confusing to new users and users of age.

Solution

  • The most critical stage of the customer journey is the awareness and consideration stages. Most people start their research by searching for keywords on the search engines. So structuring information with keywords was also a priority.
  • Since Minerva has different divisions, we had to group information according to the divisions, to eliminate clutter on the navigation bar and, have a drop down to open different division sides.
  • The following features should be included on the website: (Pension calculator (Various calculators to be provided)), live chat, online contact form, easy to download claim forms).
  • The website will be available 24/7 hence shall be useful in displaying any announcements and updates to customers. The website will have the ability to display circular updates.
  • An online form solution instead of the old system where clients had to download a form and fill.
  • A sticky live chat button that was clearly visible.

Design Process

Research

Competitive Analysis

We had to conduct a competitive research to understand if they offer the same key points we were tasked to prioritize. The project manager and I had to analyze 4 main competitors of Minerva.

Personality Types

The personality types phase was to give us an insight on the type of users we want to reach and target.

Personality Types Description

Personality Segment

Personas

We created four personas to get the user insights from all the potential customers. We worked with those four personas that were more related to our target market and goals.

Synthesis

Journey Map

The journey map was to create a clear journey for the platform and eliminate unnecessary content to avoid distractions.

Userflow

We focused on one main user flow and the goal was to reach the online form calculator, because we wanted to make the process as easy as possible. Judging from the personas most users are not in tune with technology that much because of age.

Sitemap

The sitemap was heavily guided with by our competitive analysis and old Minerva website.

Design

Wireframe

After team collaboration during the synthesis phase, with enough data collected had to create wireframes.

Prototype

We had to work on the website prototype first since it was high priority before getting into the portal. So after iterations and usability testing on the wireframe, I had to create a Hi-fi Prototype, for another usability testing.

Challenges

  • The navigation bar was very complex because working with different divisions of the company, all the stakeholders wanted their division to stand out.
  • Most users were people of age and were not tech survey unlike the younger users, which caused some difficulties when navigating to preferred packages for the non-tech savvy users.
  • Minerva is a big company and setting up meetings with stakeholders wasn’t easy, it was hard to get the whole team in one meeting. Cancelled meetings were time consuming, given that we were working with deadlines.

Conclusion

  • For the navigation bar, we had to conduct A/B testing and because of age difference we had different outcomes to the testing. So, we ended up implementing Occam’s razor principle and had to go with the one which users found less complicated and the one every user managed to complete their task with.
  • Because of too many cancelled meetings. The project manager had to advice stakeholders to give us representatives that we can work and collaborate with.
  • To address large number of views, we opted to address the stakeholders using UX principles on what works best, so most decisions had to be supported by UX principles.
  • I enjoyed working on this project because it helped me deal with pressure and communicate with the team and stakeholders.