Our client had proposed a starting points for market segments to validate. Based on that we recruited a mixed sample of small businesses to interview who were at varying stages of insurance.
Primary users were likely to be a hybrid of office administrators, HR personnel, and founders. In many these were all one individual taking on many responsibilities until they could justify those specialized roles.
Primary users were likely to be a hybrid of office administrators, HR personnel, and founders. In many these were all one individual taking on many responsibilities until they could justify those specialized roles.
These individuals are rarely specialized for this task, and as a result have significant overhead for many of their tasks including deciding on insurance.
A design strategy that promoted learning, limited up-front choice, and shows constant feedback can create confidence in the process.
Reducing the cycle of employee-admin work can be a highlight for them. Chasing employees for physical documentation is taxing.
A design strategy that promoted learning, limited up-front choice, and shows constant feedback can create confidence in the process.
With the second engagement we had much more user insight on the live platform. The original platform had tried to balance simplicity with choice, but the level of choice provided feedback that this level of choice created stress and lack of confidence. However these problems were tied to how the insurance products were designed, rather than the interface.
We agreed to push this towards internal discussions with various stakeholders on how to address this fundamental issue. User experience couldn’t evolve without the core insurance product first changing, so that we could reflect the reality of the product.
Plan structures and policies were re-assessed based on the shared goal of improving customer experience.
The outcome was an even more aggressive approach in simplifying the core insurance product and the onboarding experience as two sides of the same coin. Consolidated choices, simpler language, and crucially less choices overall.