Ahmed Khalil
As part of their digital transformation initiatives, we were approached by Solidarity to design their comprehensive mobile application, which will act as a new platform to showcase and promotetheir products for their users. The main goals for this app are to allow users the convenience of managing, issuing and tracking their insurance policies on the go using friendly, recognizable patterns, reducing the hurdles and redundancies of complicated paperwork, which goes hand-in-hand to improve their customer experience.
End-to-end UI/UX design
UX Strategy
App Store assets
Adobe XD
Insurance
Insurance procedures are typically difficult to grasp and keep up with, especially in the age of digitalization. I had to rethink and strategize the entire approach to how managing an insurance policy would work from a digital product standpoint.
When getting into the mind of the user, the most common situations to get in contact with an insurance provider today is to either file a claim, issue a new policy, or quickly pay and renew existing policies. These became the main touchpoints that users would land on immediately upon launching the app, on which the flows and organisation of information was architected.
Easy discoverability is key; as a user-centric principle, the strategy was to anticipate user needs, which lead the decisions on prioritising what information needs to be shown and how it should be displayed in a familiar and comprehensible way to users, in order to effectively solve their problems.
Another strategy that incorporates feedback and a sense of communication in the app, was to keep users involved and informed through notifications. These can be used as a means to remind users about upcoming payments, or updates on tracking their claims, which are otherwise difficult getting offline. This makes dealing with insurance in general a breeze, as increased visibility fosters trust, and users are more likely to continue using the app which would greatly improve retention as well as customer satisfaction.
Based on user research, filing a claim is the most anticipated feature as it’s arguably the main reason why consumers approach their insurance provider. In Solidarity’s case, motor insurance is their main offering and thus we optimised for that flow. We knew we had to condense a complex process into easy-to-understand, bite-sized steps to make the experience as seamless and stress-free as possible for the user. Common issues were identified such as confusion over what information is needed, uncertainty of the process, and feeling overwhelmed by the amount of information required.
Taking into account the business as usual offline experience, a clear and concise flow was devised that guides the user through each stage of the claim filing process, with minimal effort required on their part. To make the process even more seamless, features such as auto-populating fields, pulling existing customers’ policies, and the ability to save progress and return to the claim later were incorporated. Helpful tooltips and explanations were also included throughout the flow to provide users with the information they need to complete each step.
We focused on simplifying the process and breaking it down into smaller, more manageable steps, whilst ensuring to include an appropriate stepper to act as a visual progress indicator. This was a key design decision that can help users easily see where they are in the process and how much more they have left to do, which avoids uncertainty. Using plain, actionable language and avoiding jargon or technical terms was also in a conscious effort to reduce cognitive load and any possibility of confusing or intimidating users.
The app can be leveraged to provide insights into customer behavior and preferences, allowing the company to make data-driven decisions to further strategise and improve their offerings, thereby increasing sales. By analyzing user data, the company can identify customers who may benefit from additional coverage or policies, and tailor marketing messages to their specific needs and preferences.
As with all apps and digitalised platforms, the introduction of Solidarity’s app has improved several business metrics and KPIs by streamlining internal processes through automating policy renewals and claims processing.
