Next-Generation Insurance for Savvy UK Drivers
Created a solid design system and a north star prototype to guide the product's vision and design processes, making their growth plans more clear and cohesive.
2021
UI/UX
DESIGN SYSTEM
Context
Zego is an insurance company that uses telematics technology to offer flexible insurance policies and save their customers money. They have approached us with a straightforward requirement to identify fresh opportunities for their product and establish a north star for their teams to work towards over a period of three years.
my role on the project
Zego is an insurance company that uses telematics technology to offer flexible insurance policies and save their customers money. They have approached us with a straightforward requirement to identify fresh opportunities for their product and establish a north star for their teams to work towards over a period of three years.
Discovery Phase
Our first step was to fully immerse ourselves in the product and industry, taking advantage of Zego's experienced research team and their existing findings.
We researched our competitors' approach, design, user experience, and unique selling propositions. Additionally, we conducted one-to-one interviews with stakeholders to identify areas that required improvement and to understand their motivations.
Workshops
After gathering insights from stakeholder interviews, we organized and conducted ideation workshops to tackle the identified problems.
By thoroughly analyzing the themes and topics emphasized during the interviews, we determined the most urgent problems. We then rephrased the problem statements as "How Might We" questions and brainstormed potential solutions with the stakeholders.
These enjoyable and relaxed sessions generated numerous ideas and, with the help of dot voting, a clear vision emerged for what the north star product should look like.
North Star
By gathering and prioritizing everyone's ideas, a vision for their product started to formulate, which was referred to as the "north star."
A concept that would work for B2C and B2B customers in one app was developed by leaning on experience and applying the business needs to thinking.
A user-centered approach was taken to solve issues with onboarding customers by making the conversion funnel as painless as possible based on existing data and user interviews. Additionally, the use of machine learning was introduced to streamline the ID checking process.
The new onboarding flow now displays a price to customers as early as possible and becomes more accurate as users share more information. The goal is to encourage progression through the funnel by lowering the quote and hopefully incentivizing the user to proceed.
Design System
To facilitate quick iteration and scalability for Zego, a comprehensive design system was built using Figma. Close collaboration was established with Zego's designers and engineers to determine which elements would be suitable for the brand while maintaining accessibility and developer-friendliness of the system.
It's essential that everyone involved in developing or using the design system feels ownership of it, and as such, early usage and feedback were encouraged. In addition, a dedicated slack channel and daily stand-up were set up to aid with communications.
atomic design
The atomic design structure was used to break down components and create a clear hierarchy that enables fast systemic changes thoughout the designs.
Extensive Documentation
A Design System is more effective when its knowledge is easy to access. Documentation helps ensure visual consistency and brand harmony across elements and detailed practical considerations. This allows for a smoother transition and shared language between designers and developers.
Closing the Engagement
The end goal of the project was to leave sustainable processes and tools in place, and as such, the focus shifted towards ensuring that this objective was achieved.
With that in mind, the app was assisted in utilizing the design system and testing out some of the hypotheses from the north star concept designs.
The backlog of work that they lacked the capacity to refine was addressed by applying design thinking to solve those problems. They were provided with a head start and equipped with plans on how to go about testing those designs
Results
Early A/B tests were conducted alongside the app team, which validated some of the core concepts of the designs.
It was quickly demonstrated that the approach had a conversion uplift of 15%, which was in line with our hypothesis and a significant win for Zego.
15%
increase in
conversions