Sunflowers insurance - UX/UI Case Study

  • Description

I designed a website for Sunflowers insurance company that offers users to purchase different types of insurance policies. After the user selects the type of insurance, he should enter all the relevant data and receive a quote for purchasing the insurance online.

  • The challenges

In my opinion, purchasing insurance online poses several challenges:

  1. Short process – Create a short and simple process as possible so that the user does not lose interest in the middle of the process or shy away from certain questions and abandon the site.
  2. Friendly language – Many users shy away from insurance companies and are afraid to make financial decisions in an area they are not familiar with. Therefore, it is important to address the user in a simple and friendly language to neutralize all these concerns.
  3. Simple forms – Forms for purchasing insurance can be intimidating and exhausting, so I am interested in creating simple forms to understand and fill out.
  • The tools I used
  1. Figma
  2. Photoshop
  3. Illustrator

Click to watch the video of the final result

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  • Research

In the first step, I conducted extensive research on the Internet to locate the top five insurance companies that offer the purchase of insurance policies online on their websites.

Interviews

I presented the websites of these five companies to a group of users and posed some questions to them:

  1. Which company has the most user-friendly website?
  2. On which of the sites will you not purchase insurance? why?
  3. What bothered you or discouraged you while filling out the forms?
  4. On which site are the questions the most understandable and the process the most clear?

 

At the end of the research I came to the following conclusions:

  1. Smiling mood. The site should be designed in a young style and convey an optimistic and smiling atmosphere. It is important to give the impression that purchasing insurance is a simple and pleasant process.
  2. Virtual assistant. It is important to create a virtual assistant that will accompany the user throughout the entire purchase process and address him in a direct and friendly manner.
  3. One screen-One question. Only one question should appear on each screen in order not to create unnecessary confusion for the user.
  4. Friendly conversation. The questions should be related to each other and constitute a kind of continuous friendly conversation between the user and the virtual representative.
  5. Reassure the user. The user should be allowed to go back at each step to correct his answers or start the whole process from the beginning. This option gives the user control over the process and reassures him.
  • User flow

I built a user-focused flow to ensure that the users can successfully complete their home insurance purchase
  • UI design

The design phase included designing a logo, choosing a color palette, fonts, icons and more
  • Responsive design in Figma

Throughout the design process at Figma, I made sure to work smartly to save time and streamline the work. At the very beginning I created components and then frames that would be responsive on any screen size.

  • Usability testing

After I finished designing the user interface, I assembled a group of several users and asked them to try to purchase insurance through the website.

After analyzing the data I came to several conclusions:

Highlight the quote button – The button on the home page inviting users to receive a price quote must be highlighted

Enlarge the selection buttons –The selection buttons should be enlarged and there should be a space between them.

Interactive form – An interactive form must be created that will allow the user to change the scope of the insurance and accordingly see the change in the premium cost.

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