Applying Behavioral Science for User-Centric Design and Collaborative Innovation
At iptiQ, we created a fresh sales process for motor insurance in the Dutch market. Importantly, this process needed to be adaptable to all our whitelabel products in various markets. While we had a wealth of experience in household products, this marked our inaugural venture into the realm of motor insurance journeys.
This case study focuses on the new "bundle quote page," we adopted to present our insurance products. Essentially, this page, located inside our insurance purchasing journey, offers users a user-friendly and clear overview of all the coverage options available for their motor vehicles. This approach provides users with the choice to pick from a curated selection of package options, each differing in coverage and price. By doing so, we simplify the process of comprehending the extent of protection they will receive. This clarity makes it easier for users to determine the most suitable coverage for their individual needs.
UX Designer
Jun 2022- Dec 2022
Benchmark analysis, secondary research, metrics analysis, behavioural science principles, workshops, low-fi, mid-fi and hi-fi designs, prototyping, usability testing
Mouseflow, FigJam, Figma
UX, content writers, marketing, front-end and back-end developers, product owners, project manager.
To better understand past and current behaviours, needs, and expectations of our users in general in regards to bundles and quote pages.
Secondary research:
Primary research:
Secondary research:
Primary research:
Secondary research: The decision to place the bundles on the quote page was based on users' significant engagement with this page, where they establish their mental framework for exploring options, customizing coverage, and making informed decisions. Users invest substantial time here to adapt prices and personalize their coverage, making it the primary location for their decision-making process.
We conducted a benchmark analysis to evaluate different insurance websites, aiming to understand industry standards, best practices, and competitor strengths and weaknesses. This analysis guided us in creating a user-friendly page for multiple markets, with a focus on the markets we are present.
We created an impact map to break down business requirements. This involved identifying key user personas that influence the outcome, understanding how the business objectives shape their actions, and pinpointing the specific deliverables that drive impact and goal achievement. This approach aided us in shaping user stories and determining necessary features by aligning the distinct needs of various personas with the overarching business requirements.
We held a workshop with our UX team to deeply analyze motor insurance quote pages and define the best UX strategy for our new page. Our focus was on identifying user challenges, understanding competitor behaviors, and brainstorming solutions. This workshop was enlightening, offering insights into user behaviors, best practices, and potential solutions. It also guided our direction for moving forward.
Low-fi sketches:
We explored a variety of ideas and approaches for constructing and engaging with bundles, deductibles, add-ons, and other components on the page.
Stakeholder workshop:
The objective of this workshop was to align with stakeholders on their perspective of a successful quote page, exchange insights on effective design elements, address any potential concerns, and reach a consensus on the minimum viable product (MVP) criteria.
Mid-fi designs:
We created different versions of the page. After coordinating with stakeholders and conducting a first usability test, we developed a mid-fidelity version improving the presentation of bundles. We simplified bundle cards and moved the comparison table to a modal view for enhanced clarity. We collaborated closely with UX writers, marketing, and developers to ensure alignment and feasibility during design process.
Hi-fi designs:
After receiving agreement from all stakeholders, we developed the high-fidelity design for the bundle quote page and modal screens. These designs underwent approval and alignment with various stakeholders, including compliance, UX writers, project managers, and engineering teams, due to the page's connection with the partner API.
We developed a prototype and had 5 testers try out the entire new motor insurance journey. The quote page received positive feedback, while the comparison table revealed some potential issues:
We made iterative adjustments to address these concerns before finalizing the handover.
Given the tight implementation schedule, we collaborated closely with the development team while ensuring alignment with various stakeholders. To efficiently manage this, we provided designs for both an MVP (minimum viable product) version and a comprehensive bundle quote page simultaneously. The MVP version allowed the engineering team to focus on the essential elements initially. Later, when time permitted, they could integrate desired sections that weren't part of the MVP, referring to the designs we provided. This transition involved a dedicated meeting with developers, where we furnished assets, documentation, and specifications for the new components.
For this project was really important to have an agreement with POs, PMs, Front-end, Back-end, content designers and marketing. This project experience helped me to improve my stakeholder management skills.
Drawing from prior experience and mindful of time constraints, we strategically outlined requirements for both MVP and optimal final iterations in advance
We conducted testing on the designs pre-implementation, incorporating user feedback-driven refinements into the process.
For this project, I prioritized behavioral and psychological insights. I curated a workshop with the team to explore these aspects, shaping our design decisions around data, behavioral science, and foundational psychological principles.
