OVERVIEW
This project was completed for a client, Pawlicy Advisor. My team and I were approached with little more than an idea, and were asked to conduct research to learn what information should be displayed to users on a home page and understand what experience is best for the search/results experience of finding an insurance plan.
ROLE
UX Researcher, UX Designer, UI Designer
TOOLKIT
User interviews, screeners + surveys, affinity mapping, persona, competitive analysis, sketching, low- mid- and high-fidelity wireframing, prototyping, responsive design, logo + icon design, branding, Sketch app, InVision, Principle
PROCESS
RESEARCH
I began the research process with identifying the appropriate users to interview by creating a screener survey.
I asked questions to both people that did and did not have pet insurance to gain further insights about this topic area.
I used affinity mapping to synthesize my new findings and identify key trends within the users’ insights.
View my entire research summary below:
KEY INSIGHTS
5/5
users did not know much about pet insurance and did not understand the value of insuring their pet
5/5
users used family-related or human-like terms when describing their relationship with their pet
5/5
users were overwhelmed by the process of researching insurance plans, and found the details confusing
5/5
users identified cost as the most important factor when choosing an insurance plan, followed by coverage
PERSONA
INTRODUCTION After a day of work, Julia returns to her home in Charlottesville and receives an overjoyed welcome from Luna, her new fluffy friend that she rescued from the local shelter after she was struck by her adorableness. Julia recently heard about pet insurance through her friend who experienced an unexpected $8,000 pet bill nightmare, but does not know much more about it.
“I love my dog and shouldn’t have to jump through hoops or stand on my head to keep her healthy.”
BEHAVIORS
Responsible pet owner
Worries about her pet’s health every day
Believes in insurance for “peace of mind”
GOALS
Take care of Luna the best way she can
Understand the value of pet insurance
Find a plan that she knows is right for Luna
NEEDS
A source of information she can trust
Options that fit her budget and Luna’s lifestyle
Clear and straightforward information
PAINPOINTS
Intimidated by the insurance research process
Overwhelmed by too much complicated information
Luna has been eating less because of a tooth ache
PROBLEM
How might we help Julia understand the benefits of pet insurance and help her choose the pet insurance plan that will best fit her needs?
LOW-FIDELITY SKETCHES
MID-FIDELITY WIREFRAMES
TASK FLOW 1 Find the best pet insurance plan for your dog, Luna.
Indicates where the user taps
EARLY HI-FIDELITY MOCKUP
FINAL HI-FIDELITY DESIGN
KEY FEATURES
Above Prominent banner with hero image and header/subheader text that immediately gives the user context for the site, CTA button to begin.
Below The value of pet insurance is explained to uninformed users through custom icons and concise blurbs that are friendly yet informative.
PREVENTATIVE PEACE OF MIND
Pets require a lot, but you love them anyway. Prepare to cover the common conditions of your breed.
PROTECT AGAINST THE UNEXPECTED
It’s a big, scary jungle out there. Defend your pet against surprise attacks and unpredictable encounters.
INVEST IN YOUR PET’S RETIREMENT
Most pets experience old-age health issues that require high medical costs. Plan now to cover bills later.
TRANSPARENCY IS THE BEST POLICY
Know the price and coverage of every insurance plans without any hidden fees or details.
BREED-SPECIFIC PLANS & INFO
Whether you have a Pomeranian puppy or the greatest of Danes, we have the best plan for your pet.
HAPPY VET, HEALTHY VET
Proud to be trusted by animal healthcare experts and the industry leaders in pet insurance providers.
KEY FEATURE Short and conversational form that is designed to be approachable rather than overwhelming. Users input information in a way that is personal to their pet.
KEY FEATURE Global navigation that includes an outline of the site’s interior pages. Various informational pages further explain the importance of investing in pet insurance and the benefits of using Pawlicy Advisor to do so.
KEY FEATURE Responsive website design allows users to access pet insurance information and browse for insurance plans both on their desktop computers and mobile devices.
