Project Directive
- Create an engaging onboarding experience for new users
- Reduce the number of calls from new users
- Increase enrollment rates in notifications, storage, and location services
My Role
UX research & usability testing
Prototyping & workflow design
Persona generation
Phase 1
Understand the Business Problem
GEICO Mobile was not fulfilling its role as a policy management tool.
New customers were:
- Calling instead of using the app to make updates
- Dialing for roadside assistance rather than initiating claims electronically
The appliaction’s goal of 100% digital self-service was falling short of its goal.
Phase 2
New Customer Interviews
New policy holders were the target audience for this research. I interviewed eight customers that had purchased insurance within the past six months.
Interview Objectives
- Asses what thoughts users have after purchasing an insurance policy
- Identify user expectations and expose product gaps
Key Discoveries
For accidents, updates, cancellation (big stuff) users call
Wanted peace of mind; confidence & accuracy
New users want to look for confirmation; make sure address, drivers, and vehicles were correct
The process was overwhelming, hesitant to add another step in an already lengthy process; too many questions
Phase 3
Existing Customers Survey
I distributed a survey to existing customers (Power Users) to compile data on the perceptions of active users and create a well-rounded model of what it meant to be a “new customer.”
Rating Scale
- Strongly Disagree
- Somewhat Disagree
- Neutral
- Somewhat Agree
- Strongly Agree
Survey Results
2.9
I was confident in my knowledge about insurance.
3
I had everything I needed as a policy holder.
3.8
I needed the help of technical person to use the app.
3.5
I would like to use this app frequently.
Phase 4
Generate Personas
The insights from the user interviews and their survey responses led to the creation of a persona named Sue. Sue’s uncertainty during the onboarding experience, lack of confidence in her insurance, and difficulty adopting technology became key problems to solve.
Phase 5
Establish context for personas
New Driver Sue needed to feel confident in her choices and have peace of mind that she’s fully covered in case of emergency.
I created context for Sue by designing templates that explained why permissions were essential. Simultaneously, Sue learned about the range of capabilities the app had.
Design Templates
Phase 6
Usability Testing
With templates in hand, I collected feedback from users about account activation and the permissions UX.
Too much context is not a good thing! Rather than overload an already difficult process, I identified a small opportunity to show three slides to users during registration.
Outcomes
Comparing Registration Flows
Results from a satisfaction questionnare suggested the new registration process with added context (orange) out performed the old registration process (red).
Business Impact & Final Designs
In production, context-building onboard led to a modest increase in rates of enabled permissions. The outstanding illustrations and well-curated language had a positive impact on the application’s UX.
