Auto insurance journey |
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Working for a Fintech to map and understand the entire process of users contracting an auto insurance and using it
My contributions: desk research, workshop preparation, workshop facilitation, script preparation, user journey map, support with recruiting participants, transcription of interviews, revision of transcriptions, interviewing users, final report, executive summary, touch base with stakeholders and be their point of contact Role: UX Lead and UX Researcher (I was leading this project that included 3 teammates with a UX Researcher role) Duration: 6 weeks (Feb. 2021 - Apr. 2021) |
THE PROJECT |
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Auto Insurance companies are both loved and hated depending on who you talk to. One thing that is a fact is that they are a multi-million business and that's why our client saw this as an opportunity to increase their portfolio of services offered by entering this market that is new to them.
I worked alongside 3 User Experience Researchers in this project for this well-known and huge Fintech. Our main goal was to deliver a user journey and good insights so this Fintech could enter this business with a product better than any other auto insurance on the market. This project was developed at Sensorama Design. To comply with my non-disclosure agreement with Sensorama Design and this client, I have omitted and obfuscated confidential information in this case study. CONTEXTThis client had a previous project with us where we made an auto insurance service blueprint after interviews with repair shops and tow truck / assistance companies. This project aimed to continue this previous project where I was also part. However, the focus this time was on the policyholder, called the final user.
THE CHALLENGEBUILD A COMPLETE USER JOURNEY FROM THE MOMENT USERS DECIDE TO CONTRACT AN INSURANCE TO THE MOMENT THEY ARE DONE USING ITS SERVICES The biggest thing about this project was the amount of interviews we had to carry out in a short period of time and the amount of information we had to deal with and analyze. Another colleague and I were the senior UXs of the team, so I conducted 13 semi-structured interviews and she conducted the remaining 12, totalizing 25 interviews. The deliverables were:
KICK STARTING OUR PROJECTThe first thing we did was organize a kickoff + business workshop so that we could all introduce ourselves and understand from a business point of view what their expectations were and what questions they wanted to have answered for by the end of the project.
We used Miro to run this workshop and we had two main activities: (1) clients need to fill in the expectations map so we could have a greater view of what the expected outcome was and what they knew so far in order not to deliver repetitive information; and (2) a CSD matrix was also filled in, as this was very important for us to understanding their goals and have a good idea on how to structure the first version of the interview script. Once we were done, we lined up what was needed in terms of recruitment. What was the user's profile, what needed to be in the first and second screening, and everything else that was relevant for us to select the ideal interviewee. 
Kickoff and business workshop with the client
SCRIPT AND RECRUITMENTAfter this first session, we analyzed at what was written by the stakeholders and started writing the interview script. We needed to cover all the moments of a policyholder (before signing with an auto insurance and after using its service).
We divided the script into macro topics and thought of in-depth questions within each topic. Once we were done, we shared the file with the stakeholders for comments and set up a meeting with them to go over the comments and see what questions needed to be changed, what needed to be added and what needed to be removed. 
Final interview script
Once the final version was defined, we conducted a trial interview with a colleague to understand how much time we needed and started recruiting for the white label interviews. We created a first document using Google Forms to run our first screening. All users who were within the requested profile had to fill out another form were they would be given a segment according to the formula defined by the client. We were looking for a specific segment in this project.
PROCEEDING WITH THE INTERVIEWS AND DATA COLLECTIONAs soon as we had out first user who passed both screenings, we started the interviews via Google Meet that were conducted by me or my other colleague. The person supporting the interviewer was using Userbit to write down important information. This tool was very important for us in this project, as we used it as a research repository to store all the relevant information from the interviews.
We interviewed 25 users in 12 business days. All data collected was reviewed and relevant tags were used to help us find insights and highlights along the the policyholder's journey, as well as structure a user journey map. 
All categories and tags to organized information for this project on Userbit ORGANIZING AND DELIVERING GREAT RESEARCH CONTENTUserbit and Miro were two relevant tools for this project, as we used the information tagged on Userbit to map out the biggest pain points, highlights, opportunities, iconic quotes (positive, negative and neutral ones) and findings; on the other hand, Miro was our mind map to organize information, connect facts and data, and identify what was important and relevant at different moments of the journey.
Mind map, affinity diagrams and user journey first version on Miro
We also constantly looked at the information from the kickoff to ensure that we would give to the client important answers they needed, and explore the questions they had.
Analyses of the CSD and maps of expectation information on Miro
USER JOURNEY MAP AND BLUEPRINTUsing Figma, we built the policyholder journey map to maintain design consistency, as in the first project the blueprint was also built using Figma. The structure of the journey was the steps and moments within each step, and what the needs, pain points and opportunities were at each moment.
Policyholder journey map on Figma
We also merged the blueprint from the part 1 of this project and this new journey map. That way, the client could easily see the big picture and understand which actors were involved at each moment, as well as all the details of the journey in the same place.
Merge Tow truck and repair shop blueprint + user journey on Figma
FINAL DELIVERYEach week we had a report session with the stakeholders to present some highlights from our week. Along with a more detailed view of them, in the final document we brought an in-depth overview of each moment of the journey with real user quotes for support information, and an analysis of the CSD x reality considering what we were able to answer with the information collected in the interviews.
We also had two extras which were: 1. a desk research to map opportunities and services offered by car insurers: we brought some points that were not raised during the interviews, but that we considered relevant for mapping opportunities 2. two empathy journeys (an empathy journey is a visualization that shows how a user-based persona is feeling throughout the process of using the insurance): the idea was to bring two examples from the interviews that were a bad experience so the stakeholders could relate to users RESULTS
Within 6 weeks we were able to recruit all the users needed, interview them, deliver an extensive and detail report with valuable information for the client, have some extras to add value to our work, deliver a complete user journey and all the transcripts. All of this was well received by the stakeholders and will help them build a great product.
TAKEAWAYThis project was super important because the delivery of part 1 was so big that we had to exceed expectations and show the client that our work is always great and consistent. The deliverables for this one were well received by the client.
Our weeklies were very important because we could show the stakeholders the progress of the project and understand, considering their questions, what was more or less important for them to know. The debriefs after these weeklies were essential for us to discuss which topics we should explore further because they were more relevant to the client. By being the project leader on this one, I was able to be the point of contact with the stakeholder, support my team and work with them, and plan our project with the team. It was also relevant for me, as it was the second project I took on as a leader, supervising and helping colleagues. |
