AXL Seguros
UX/UI
Case study
Duration
Start:
March 2023
End:
July 2023
Skills
Ui/UX
Author
Yann Carlos
Problem
AXL currently has 8 different applications for each of its different services.
In this way, the experience, especially for customers who have more than one service contracted, becomes a tedious and burdensome task, as users need to download several different applications to manage their insurance and other related services, such as claims or service updates.
Objective
Consolidate the largest number of features that are currently spread across different applications into one application where the user can manage their policies, invoices, emergencies, troubleshooting/questions, and documentation, as well as purchase new services, all in one place.
Process
Double Diamond
Kick off
To begin, I started to familiarize myself better with the subject and the market that AXL is part of. I looked for points such as: Audience, Age groups, the most recent growth data, and the main problems that users face.
Structuring Insights and Competitor Analysis for Strategic Alignment
Starting this project, I organized a user-centred canvas to highlight and structure important information.
Next, I analyzed 5 competitors of AXL, including both national and global, direct and indirect competitors, thus allowing for the identification of how other players are behaving and positioned, as well as verifying positive and negative points.
This process is also important to gain insights into positive points right at the beginning of the project.
Collected insights
Understanding users
To deeply understand users' needs, I implemented a three-phase research approach:
1. Online survey
2. In-depth interviews (in-person and online)
3. Usability testing for practical evaluation of the interface
This methodology allowed me to identify pain points and opportunities, underpinning the development of user-centered solutions.
User research results
Most desired functionalities
Real-time assistance
Interaction with consultants
Bill payment
Insurance customization
User expectations
Multiple functions
Clear and transparent information
Consistent customer service
Ease of use
How could we synthesize and structure the information so far?
The research identified three main personas among the users, including:
-Young people who have recently entered the job market and seek to protect themselves (Health/Travel) and lower-value assets (First car)
-Established individuals who seek to protect themselves and their families, as well as their already acquired high-value assets such as real estate.
-Elderly individuals for whom the priority is ensuring they will have support for health-related issues
To deepen the analysis and generate additional insights, an exercise "How Might We" was conducted based on the main touchpoints with the users.
Furthermore, the "Jobs to be Done" methodology was incorporated into the process, providing a solid structure for developing solutions and enabling the creation of scenarios and journeys that enhance the generation of insights and opportunities.
Strategic Prioritization and Navigation Definition for Product Alignment
I used the MoSCoW technique to prioritize the functionalities and features that the product will or will not have.
This approach was fundamental in aligning the team's expectations and ensuring that the most critical resources were prioritized, guaranteeing that the project meets the essential needs of users within the established deadlines.
Next, I developed the product's information architecture through a "User Flow", establishing the entire navigation structure.
Creative Exploration and Feature Validation for Product Optimization
I conducted a Crazy 8's exercise with two participants to generate ideas quickly and explore new features for the application, expanding the possibilities that could have been overlooked.
After the exercise, the participants carried out a dot voting to select the best solutions.
Additionally, I conducted usability tests on wireframes to evaluate user interaction with the proposals. This allowed us to identify and eliminate features that did not meet expectations, ensuring that only the most effective characteristics were integrated into the final project.
Collected insights
Ui Design
In retrospect
The initial problem involving the need for several different applications to manage insurance has been resolved.
Furthermore, along the way, other features were implemented based on pain points and opportunities I found while generating insights for additional functions that users would like to see integrated into the final project.
What I learned
Processes:
It was a long project with many processes that helped develop the discipline, being a great challenge to stay focused and not skip steps; at the end of the project, it was possible to understand the reason for following the entire journey.
Organization:
The organization and documentation were essential to reach the end, being able to access all the information from the processes and research.
Research:
Understanding the market and especially the users directly was crucial to arriving at the solutions, and having this experience and learning was extremely enriching not only for the product but also for me as a designer.
Balance between the user and the business:
Learning to reconcile the needs of users with the demands of the business was one of the biggest lessons of this project. Through research and testing, I was able to identify the features that would best meet the expectations of users, without compromising the company's growth objectives.
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