APIA | Interface Design School Project

My Role

UX Researcher, UX Designer, UI Designer

Platform

iOS

Tools

Sketch, Invision

Timeframe

March - May 2018

Background

The project‘s goal is to optimise the car insurance sales funnel of APIA. It is completed by a three-student team separately working on designing three different platforms: IOS App, PC-based Web and iPad-based Web. My role is to design the iOS App.

01. Background Research

The target age group of APIA insurance is above 50s, so I conducted the research regarding several ethnographic factors of Australians who are above 50s, such as seniors’ population, income level, Internet usage and emerging technologies adoption abilities. Then, I did research on the emerging technologies and the trendy integration of new techs in improving the online insurance sales.

As an international student, this step drew me a clear pattern of the senior online users in Australia. Also, the new tech research provided me with more comprehensive understandings about the business digitalization in the insurance industry, which helped me at the stage of the idea generation.

02. Market and User Research

To have a full picture of the market and better understandings about APIA’s competitors, I conducted desk research based on the car insurance market in general. Then, I analysed APIA's and their competitors' online platforms, such as Apps, mobile webs, PC webs, regarding the functionality, usability and UI design.

Besides, I did research on product online reviews of APIA to gain the insights of the existing problems that APIA’s customers are facing. I listed all the users’ needs and the issues existing on the current website based on the analysis of online ethnography.

Design

01. Brainstorming and Storyboarding

The 4 main user needs:

1. Find needed information quickly

2. Get a quote easily

3. Claim conveniently

4. High-quality services

The top 4 existing problems of the platform:

1. No native app where customers can access to a better user experience

2. No trendy techs are applied to improve the system or customer experience

3. Too much text content to read and find

4. The call centre is too poor to connect through when customers need

Based on these urgent user needs and system issues, I brainstormed several ideas:

Video Explaining eases getting a quote process and IOT Tech improves claiming process

The final idea was formed in the group based on 4 criteria: feasibility, accessibility, usability and innovation, considering the target age group and company's requirements.

The final idea is:

A get-a-quote form which can directly suggest a best insurance quote for the user
Simplified visual content replaces the long-text content
Adding the function of "vehicle's registration number" eases user to fill in the vehicle's information

02. Mind Map and Flowchart

we build a mind map of key concepts in our design solution. This is an important step for a teamwork in order to ensure the high consistency across platforms and recalling all the design principles to get ready for the designing stages.

A flow chart addresses the user journey of the getting a quote process.