Project Directive

  • Create an engaging onboarding experience for new users
  • Reduce the number of calls from new users
  • Increase enrollment rates in notification and location service

My Role

UX research & usability testing
Prototyping & workflow design
Persona generation

Phase 1

New Customer Interviews

New policy holders were the target audience for this application. 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; less pressure with more experience
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 2

Existing Customers Survey

I distributed a survey to existing customers 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

  1. Strongly Disagree
  2. Somewhat Disagree
  3. Neutral
  4. Somewhat Agree
  5. Strongly Agree

Survey Results

I was confident in my knowledge about insurance.
I had everything I needed as a policy holder.
I needed the help of technical person to use the app.
I would like to use this app frequently.

Phase 3

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 4

Usability Testing

The usability testing goals were to establish a baseline of user performance and identify potential design concerns to be addressed in order to improve the efficiency, productivity, and end-user satisfaction. The Usability Test Plan Template provided a scaffolding to structure research efforts.

Test Objectives

Identify design inconsistencies and usability problem areas within the user interface and content areas.
Exercise the application under controlled test conditions with representative users to assess whether usability goals regarding an effective, efficient, and well-received user interface have been achieved.
Establish baseline user performance and user-satisfaction levels of the user interface for future usability evaluations.


Data were collected on this project through remote, unmoderated usability tests. This allowed for rapid data collection from target users across the country. Participants were recruited and paid through usertesting.com. Sessions lasted approximately 40 minutes during which time users practiced think aloud protocols and shared their screens to record interactions.

Task-based Scenarios

Users completed the following tasks during the usability test. The questions gave users the opportunity to interact with a variety of functions within the application without focusing on one area for too long.

Imagine you just bought car insurance and downloaded the company’s app. Log in to pay your bill.
You were about to head to work in the morning but left your headlights on all night. Your battery is dead and you need assistance. Show what you would do to get help.
What stood out about the app permission screens you saw after you signed into the application?
What are your thoughts about the language used to grant app permissions you saw after you signed in?

Post-test Questionnaire

Users responded to a series of Likert scale questions to share their perceived difficulty ratings, overall satisfaction, and confidence during their interactions. The Nielsen Norman Group’s guide to measuring perceived usability was a great survey design resource.

I thought there was too much inconsistency in this system.
I had to work hard to complete each of my tasks.
Overall, the app was easy to use.
I was able to successfully accomplish what I was asked to do.

Key Discoveries - Post-Test Questionnaire

Adding slides to the permissions granting process increased the perceived usability of the application
  • I thought there was too much inconsistency in this system.
  • I had to work hard to complete each of my tasks.
  • Overall, the app was easy to use.
  • I was able to successfully accomplish what I was asked to do.

Phase 5

Design Iterations

Through several rounds of usability testing with low-fidelity prototypes, I identified the ideal length for a new onboarding experience by presenting study groups with experiences of varying lengths. Users’ response to a satisfaction question identified the three slide option as the best choice.

Users interacted with prototypes of the the entire account creation process.

This helped create a realistic scenarios by which I could judge fatigue and willingness to engage with new content.

Final Designs