Context
- Naranja is a big financial company in Argentina and their main product is the credit card (with more than 9 million clients).
- Naranja Insurance had an online hiring flow (only for Naranja’s credit card owners), with many pain points.
- Users ended up hiring their car insurance without understanding what they hired.
- Most users ended up calling our call-center because they didn’t understand how to hire, or the difference between our plans.
- Users needed more information.
- Logging in was a huge pain point, since they had to create a new user just for Naranja Insurance, instead of using their Naranja account.
- Less than 10% of the hirings were happening online. Over 80% were hired by phone calls with the call-center.
Goals
- Recognize pain points in current flow.
- Redesign car insurance hiring flow to rise from less than 10% to at least 40% of sales within the first 6 months.
Main Challenge
- PM didn’t understand the value of user research and it was really hard to get her to prioritize this.
Process
- Benchmark.
- Interviews with call center, store employees, customers and stakeholders.
- Creation of user personas.
- User journey creation workshop.
- Service Blueprint design.
- Lo-fi and Hi-fi prototype design.
- Usability testing.
- Release.
- Interviews with users after release.
Team
I was one of the 2 product designers in the team. We were both in charge of the full process. Besides us, in the insurance team we had a PM, Scrum Master, and developers.
1. Benchmark
We wanted to understand our competitors and their offering, and how those compared to our current website. Some of the features we analysed were:
- Can you fully hire an insurance online? Or do you need to do an extra step offline?
- Can you get a quote of the insurance online?
- Do they inform you about the aspects covered in the insurance? And what about the ones that are not covered?
- Do they have an online chat to help you in case you needed support?
- Can you compare between different insurance providers?
The key insights were:
- Our offering was falling behind with the ones from our competitors.
- Key opportunity was that we didn’t provide online hiring when most of our competitors did.
- Also there was a lot of information we were not providing, that our competitors were.
2. User Interviews
We conducted interviews with:
- Call-center employees.
- Stakeholders.
- Store employees.
- Customers.
Key Insights:
- The majority of Naranja’s Credit Card clients are unaware of Naranja’s variety of products (including insurances)
- The employees don’t have enough information to properly sell insurances on the store.
- When users hire the credit card, usually they make them sign paperwork about hiring an insurance without them knowing.
- One of the strongest selling points is the call-center, but they also get a lot of complaints about insurances hired on this contact point.
- Main reasons users unsubscribe from Naranja’s insurances:
- Claimed they didn’t hire it.
- Didn’t know about the insurances benefits and what it covers. Usually when the team explains the product to the customer, they decide to keep it.
- Economic motivations.
3. Personas
With the insights obtained in previous steps, we created 3 user personas:
- Mica
- Raul
- Ceci
3.1 Mica
Mica doesn’t really trust insurances, she needs them to speak in clear and simple language to her. She is extroverted and active and has the insurance because it is mandatory, “if not I wouldn’t have it” she says.
A perfect insurance for Mica should: be affordable, have a good coverage, have clear and simple attention, with the possibility to check her insurance from the web.
3.2 Raul
Raul is super analytical, meticulous and demanding with his insurances. He’d love to have some reward for being a client of this insurance for so long.
The perfect insurance for Raul would have a coverage that adapts to his needs, constant information about his insurance policy and a glossary with terms that would allow him to fully understand his insurance.
3.3 Ceci
Ceci is super relax, trusting and practical. In the case of an accident, she would love Naranja to accompany her through all the steps to make her life easier.
The perfect insurance for Ceci would have easy to access information about the policies, products that are close to her needs and good advice from the brand.
4. User-Journey Creation Workshop
We invited the insurances team, stakeholders and part of the call-center team to a user-journey creation workshop.
The goal was to take one persona per team and complete the user journey based on that persona’s experience.
We ended up with one user journey per persona that highlighted the key pain points we had in the experience.
5. Service Blueprint
After creating the journeys we gathered the whole team and completed a Service blueprint to highlight the steps of the journey, the actors involved, the dependencies, pain points, opportunities, etc.
6. Flowchart
The next step was to create a flowchart with the steps needed to complete the journey to get a quote and hire the insurance.
7. Lo-fi prototypes
After that we proceeded to create lo fidelity prototypes and did a round of internal testing inside the company, mostly targeting employees that were not working in product areas.
8. Hi-fi prototypes
We created a prototype (Web mobile*), and gave the users different tasks. The goal was to detect usability issues and improve our experience.
* I don’t have the access to the desktop prototype anymore.
We did 5 usability testings with Naranja’s customers with high chances to hire a car insurance.
Before this, we defined a group of hypothesis we wanted to validate:
Hypothesis
- In the current flow, users need more information to quote.
- Users need specific information about their car that they don’t have when they access our website.
- Users need to be able to fill the information about their cars faster.
- Users don’t know the difference between a provisional certificate and insurance policy.
- Hardly any users will use the help feature
- After hiring their insurance, users want to see other products.
- A lot of users will get a quote, but we’ll have a drop in that screen since they compare multiple websites before making a decision.
- Our main benefit is having 50% off in the first monthly payment. ✅
- Users never carry their car licence on their wallet ✅
Test results – desktop prototype
System Usability Scale –
SUS: Average 77/100
8.1. Insights
Positive outcomes
- Users searched for information about the different types of insurances.
- Users really value the 50% off.
- Users considered the designs to be easy to read and harmonic.
Negative outcomes
- Struggled to find the version of the car.
- Issues to fill the brand of the car.
- Didn’t know where to find specific data from their cars.
- Issues finding Cordoba under the “city” dropdown.
Neutral outcomes
- Users didn’t use the “help” button.
9. Final Prototype
Outcomes
- We reached the 40% sales goal in 3 months.
- After releasing, we interviewed 8 users that hired their insurance from our website and 8 that got up to the offer screen and didn’t purchase. From those interviews we realized users needed to be able to compare between different insurances in order to chose the one that was best for them.
Learnings and accomplishments
Even though our PM didn’t understand the value of research and didn’t want to prioritise it, we ended up demonstrating how we can benefit from really understanding the users’ need and keeping them always in the center of every design decisions we make.