Here’s how I helped
Leveraged Useberry findings to improve insurance product selection for new users
Considering the diverse risks law firms face, such as cyber threats and operational liabilities, they may find value in adding extra coverages like Cyber Insurance and a Business Owner's Policy to their Lawyers Professional Liability. These additional protections offer a more comprehensive safeguard against the various legal, digital, and business challenges they encounter.
Understanding the problem
Law firms need more than basic insurance; they require tailored products for their significant risk areas. With high volumes of sensitive data, law firms are prime targets for cyber breaches. Embroker's bundle would address this, offering custom-tailored solutions and transparent pricing.
The 2022 ABA Cybersecurity Tech Report shows that 27% of law firms have faced security breaches. Recognizing this, many are now prioritizing cyber insurance to protect against these threats. Embroker's bundle not only covers professional liabilities but also provides crucial protection against cyber attacks, addressing a key vulnerability in the legal sector.
Competitive analysis: Discovering the use of progressive disclosure in onboarding
During the competitive analysis, I noticed that many competitors successfully use progressive disclosure in their onboarding processes. This method, which reveals information gradually, helps manage information complexity and boosts user engagement. It effectively guides users through initial interactions, preventing information overload and enhancing their understanding. These insights highlighted the need to incorporate progressive disclosure into our onboarding, aiming to make it more intuitive and engaging, thus improving the overall user experience from the start.
Utilizing empathy maps to understand law firm needs and motivations
For this project, I utilized an empathy map to gain a deeper understanding of the specific needs, concerns, and motivations of law firms when it comes to insurance. The empathy map allowed me to step into the shoes of our clients, providing a clear perspective on what drives their decisions and what challenges they face. This tool was instrumental in identifying their emotional and practical responses to insurance products, particularly regarding the complexities of cyber threats and liability coverage. By mapping out their experiences, I could design solutions that not only met their insurance needs but also resonated with them on a more personal level, ensuring our offerings were both relevant and empathetic to their unique situations.
Wireframing process and early design experimentation
In tackling the challenge of introducing additional coverages alongside Lawyers Professional Liability, I utilized wireframes and low-fidelity mockups as key tools. These early design stages were crucial for exploring various approaches to encourage users to consider extra coverage, despite the lack of direct cost savings from selecting multiple products. The core of my design strategy was to create an experience that led users to independently realize the necessity of additional insurance.
I tested different ways to present these coverages, aiming to highlight their benefits and relevance to the users' specific needs. The goal was not to overtly persuade users to opt for more coverage, but rather to guide them through a discovery process where they could recognize the value and importance of comprehensive protection for their law firms.
During the ideation phase of this project, I encountered technical restrictions, challenging me to develop creative strategies for encouraging users to select multiple coverages. Navigating these constraints demanded inventive thinking, especially in designing a user experience that subtly motivated users to recognize the benefits of additional insurance options.
I explored various design approaches and user journey pathways that could subtly influence their choices, despite the technical barriers. The focus was on crafting an experience that, within the given limitations, effectively led users to appreciate the advantages of comprehensive insurance coverage. This phase tested my adaptability and resourcefulness, as I sought innovative solutions to guide users towards making well-informed decisions for their insurance needs.
Jacob’s Law
During this phase, I drew inspiration from the online shopping experience, guided by Jacob's Law, to enhance our design. While not replicating the e-commerce model exactly, I focused on incorporating elements reminiscent of it, particularly in the design of the summary tab. This approach was based on the idea that users are more comfortable with familiar interfaces. By integrating aspects similar to online shopping, I aimed to create an intuitive experience, leveraging the users' existing comfort with and understanding of online shopping layouts. This subtle alignment with a familiar format was intended to streamline the insurance selection process and improve overall user engagement.
Social Proof
I employed the use of social proof by strategically labeling certain insurance options as "Recommended." This tactic is based on the psychological principle where individuals are influenced by the choices and endorsements of others. By highlighting these options, I aimed to guide users towards choices that have been well-received and validated by others.
The "Recommended" label serves as a subtle yet effective form of social proof, suggesting a level of trust and approval from other users or experts. This method was designed to boost user confidence in making decisions, providing reassurance that they are selecting a reliable and proven insurance product.
Unmoderated user testing results and heatmap insights
For our unmoderated test on Useberry, we examined a two-part flow in our insurance application process, with participants testing the flow independently.
Part 1: Quote Estimate Questions
In this part, users answered four questions to receive a quote estimate. The test focused on the clarity of the questions, the ease of inputting responses, and the overall user experience. Notably, users felt that there were too many clicks required to reach the estimated quote, suggesting a need for streamlining the process.
Part 2: Coverage Selection
The second part involved selecting insurance coverages to complete the application for. We tested the intuitiveness of the selection process, the effectiveness of information for each coverage option, and overall user satisfaction.
Key findings from the Useberry test were:
While questions were clear, users expressed a need for fewer clicks to improve efficiency
Users liked the layout of coverage options but wanted more details on certain coverages
Fast generation of quote estimates was appreciated
Overall, the flow was user-friendly, but some areas needed refinement for better user experience
Additionally, heatmap analysis revealed that users were completely ignoring the banner explaining the benefits of extra coverage, highlighting a significant gap in communication. This insight guided us to reconsider the banner's placement or design to ensure key information was effectively conveyed and engaged with by users.
Final designs: refining and implementing user feedback
In the final design stage, my focus was on creating designs that were responsive and seamlessly functional on both desktop and mobile devices. This was crucial to ensure a consistent user experience across these two primary platforms.
While working on these designs, I was mindful of Tesler's Law, which suggests that a certain level of complexity in any system is inevitable. The challenge was to balance this inherent complexity with user-friendly design. I aimed to make the interface as intuitive as possible, accommodating essential functionalities and information while avoiding unnecessary complications. The final designs achieved this balance, offering a smooth and accessible experience on both desktop and mobile, and successfully navigating the intrinsic complexity of the insurance selection as a start of the application process.
Design for desktop
Design for mobile
