UI/UX Design       Mobile       Prototyping       User Research

Turners Cars: Redesign the Online Car Insurance Buying Journey

Background

Turners Car holds the distinction of being the largest second-hand car auction company. However, it may not be readily apparent that they also extend car insurance services. Notably, the absence of online purchase and quotation facilities necessitates customers to visit the office in person for the entirety of the transaction process.

The Problem
The Time-Consuming Reality of the Current Purchase Journey
The current process of buying insurance is labor-intensive. On average, it takes about 8-10 minutes to locate the insurance page on the website, and calling the store for confirmation and document verification, not to mention obtaining details about insurance packages, adds even more time to the process.

Design Process

We used the Double Diamond Design Thinking Model to lay the groundwork through initial research before diving into designing solutions. Later in the design process, we focused on creating and testing prototypes iteratively to ensure effectiveness. 

Research
We tried to investigate past customer and specialist experiences at Turner's Insurance to identify reasons for low service awareness. My focus is on understanding and empathizing with the challenges in the current purchasing process, before I propose, test, and validate effective solutions.

Stakeholder Interview Insight
In the early phase of this project, we conducted stakeholder interviews to identify the core problems and get a sense of how our customers perceive our product. The following are what we learned:

👨🏻‍💼: ” We want to satisfy customer's need for basic online service and also up sale more car insurance."

👩‍💼: ” I expect the insurance policy to be comprehensive and the process to be simple, and purchase online." 

User Journey Map
A persona and user journey map has been developed through interviews with Turner's car manager and customers, focusing on the target audience aged 18-35. This demographic consists of young individuals with constrained budgets.

User Pain Point
Based on user feedback gathered through interviews, we've identified critical pain points that users are facing, categorized by their severity rate for prioritized resolution:

Absence of Online Quote Form

The absence of an online quote form creates a hindrance in the process of obtaining quotes and purchasing car insurance. This inconvenience may lead to a loss of customer interest, especially considering the requirement for in-person visits during the purchasing process.

Lack of Comparison Information

Users are left without essential details for informed decision-making, as there is no car insurance comparison information available.

Inadequate Homepage Information

The homepage falls short in providing direct information, making it challenging for users to navigate and easily purchase insurance.

Ideate

We dedicated an entire day to collaborative discussions with the UX and development teams. This session focused on establishing goals, hypotheses, and constraints, fostering alignment among team members regarding problem-solving approaches and desired outcomes.

Goal

Launch the new purchase experience (MVP) that aligns with the expectations of car insurance buyers.

Hypothesis  
Refined UI/Visual Design: Enhancing the UI and presenting information in a more structured manner will empower users to effortlessly discover insurance options tailored to their preferences.

Tapping Experience Integration: Introducing a tapping experience will enable users to express their needs more effectively, streamline their search, and uncover relevant insurance plans with greater ease.

Challenges & Constraints
Short on Time: We have limited time to make the website better, so we need to work together and focus on what's most important to get it done on time.

Flow chart and Information Architecture

We are integrating the current car insurance website with an added insurance purchase and quote function. To determine the essential features needed for the initial redesign of the website, we are delving into the Information Architecture and creating a flowchart. 

Principles

The following principles are what I complied with when I was designing the new experience:

Consistent
While tailoring the design for Turner's car, it's crucial to adhere to the foundational design system and color scheme. This ensures a consistent user experience across various devices, countries, and products.

 
Accessible
Turner's car customers are accustomed to viewing abundant content on a single page. We aim to ensure that navigation remains intuitive and that essential functions are presented in a familiar manner.

Clear
Customers of Turner's car thoroughly review every piece of content. The provided copies must be concise, clear, and utilize consistent, easily understandable language 

Design Deliverables

Here are the key initiatives we've launched in MVP and some following improvements

Introduce an intuitive insurance quoting experience.
For an extended period, individuals have had to complete entire insurance forms to obtain a quote, which is outdated and disrupts the modern user's journey. As a key aspect of the redesign, we aim to introduce a simpler way to initiate form-filling through easy taps and selections.

Outcome
The recommended approach involves a revamp of the current Turners website to facilitate a straightforward and user-friendly experience for obtaining a quote and purchasing insurance online. The provided images showcase a sample of the new homepage, insurance page, quote creation flow, and confirmation page. Accompanying notes detail the design choices, informed by user feedback from usability testing and expert reviews based on standard UX principles.

Reflection

This project showcased the benefits of digitizing manual tasks, revealing potential for similar improvements in my own routines. Utilizing the double diamond design model ensured a user-focused solution that became more efficient with each iteration, as evidenced by enhanced user satisfaction and reduced task completion time.