Project overview
Turners Car Auctions is a market leader in New Zealand's automotive industry, responsible for over 10% of used vehicle sales. While renowned for its trusted car dealership and auction services, Turners also provides motor vehicle insurancea lesser-known offering despite its potential to enhance the “one-stop shop” experience.
The Client: Turners Cars
My Role: UX Designer
The Team: Grace (UX), Jessica (UX), Shakira (UX)
Timeline: 2 Months (Aug - Oct 2024)
The Problem
Turners' website does not provide clear, accessible information or support an online application process for car insurance. Consequently, customers must make phone calls and visit Turners in person to complete their applications.
This reliance on in-person and phone interactions results in extended waiting times and a frustrating experience, leading to delays and dissatisfaction. This cumbersome process negatively impacts the overall customer experience and can adversely affect long-term sales in the insurance department.
"How might we create a seamless and user-friendly insurance experience that empowers customers to confidently compare options, access transparent information, and manage their needs with ease?"
The Solution
To address the challenge, a user-friendly, step-by-step car insurance application form was designed to guide customers through the process seamlessly. Additionally, a comparison tool was introduced to help users evaluate and select the insurance cover that best suits their needs.
These solutions simplify decision-making, improve accessibility to insurance offerings, and enhance the overall customer experience by integrating insurance services into Turners' “one-stop shop” model.
The Design Process
We utilised the Double Diamond design process to ensure a structured approach. During Discover and Define, we conducted research to uncover user pain points and identify opportunities. This foundation guided the Develop and Deliver phases, where we focused on design solutions and iterative prototyping to refine the user experience.
For collaboration and project management, we used a Jira board to track tasks and progress. Daily standups ensured clear communication, and FigJam facilitated brainstorming, user journey mapping, and affinity diagrams. This agile approach kept the team aligned and the project on track from ideation to implementation.
Discover Phase: Research and Insights
(Divergent Thinking: Exploring the Problem)
Objective:
To explore and understand the context, user needs, and challenges, laying the foundation for the design process.
Key methodologies included: Stakeholder Interviews, Customer Interviews, Stakeholder Mapping, Empathy Mapping, Power Matrix Analysis
Outcome:
Uncovered critical gaps in user awareness of Turners' insurance services and highlighted the need for tools to simplify the insurance selection process.
Stakeholder and Customer Insights
The stakeholder and customer interviews highlighted the need for an intuitive, user-friendly online platform for purchasing motor vehicle insurance. Stakeholders aim to increase sales, improve customer satisfaction, and streamline processes while maintaining compliance with regulations and branding. Key features should include transparency, scalability, and integration with existing systems.
From the customer perspective, peace of mind and financial stress relief are critical motivators for insurance purchases. Customers value control, preferring platforms that offer clear, detailed options for informed decision-making at their own pace. An intuitive interface that supports trust and transparency is essential to meet user expectations and business goals effectively.
Define Phase: Synthesising Insights
(Convergent Thinking: Narrowing the Focus)
Objective:
To synthesise insights and define clear, actionable goals to address key challenges.
Key methodologies included: User Persona, User Journey Map, Problem Statement, How Might We Statements
Outcome:
Defined focused problem statements and actionable design objectives, aligning user needs with business goals.
“How might we create a seamless insurance experience that reduces friction and empowers users to confidently manage their insurance needs?”
”How might we help users compare insurance coverage options in a way that makes differences clear and relevant to their needs?”
”How might we ensure that insurance information is transparent and accessible, so users feel fully informed and confident in their choices and interactions with Turners?”
”How might we make the insurance application process more intuitive and user-friendly, removing barriers and reducing complexity for customers?”
Develop Phase: Ideation and Prototyping
(Divergent Thinking: Generating Solutions)
Objective:
To ideate and develop potential solutions, iterating based on feedback to refine concepts.
Key methodologies included: Crazy 8s, Promising ideas, Proposed user flow and Proposed Information Architecture
Outcome:
Produced a range of potential solutions, refined through iterative prototyping and feedback.
After our Ideation Session, we selected ideas based on 3 questions we asked ourselves.
Feasibility: Is this idea realistic to implement within the project's constraints?
Impact: Will this idea significantly improve the user experience and solve the problem?
Customer value: Does it add value for the customer in terms of clarity and confidence?
Proposed User Flow
Proposed Information Architecture
Sketches
We began by creating paper wireframes to visualise how each screen would function. Using our user flow and information architecture from our last mission as a guide helped us stay organised. The paper wireframes made it easy and quick for us to sketch out our ideas without getting hung up on making mistakes.
Wireframe: Web Screens
We’ve got the insurance landing page and all the steps for the application form. Plus, we added a new flow for customers who bought their cars from Turners, letting them auto-fill the info they’ve already provided for a quicker, easier, and more seamless experience.
We also designed wireframe screens for pop-out features that keep users informed and make the experience smoother.
Prototype
The tasks were selected based on a few key criteria:
- A/B comparisons
- Frequently used and important features
- Elements we’re uncertain about or consider risky
Deliver Phase: Validation and Implementation
(Convergent Thinking: Finalising the Solution)
Objective:
To validate and finalise the design, ensuring readiness for implementation and alignment with user needs.
Key methodologies included: User Testing report and changes, High-Fidelity Prototype
Outcome:
A validated, user-centered solution ready for development, addressing critical pain points and enhancing the customer experience.
User Testing report
UI Kit
High-fidelity screens
Interactive Prototype
Lessons for next time
Improving Error Messaging
During user testing, I realised that error messages were too generic and didn't help users resolve issues. Next time, I’ll provide actionable and specific error messages, such as "Please enter a valid license plate number (e.g., ABC123)."
Onboarding for Complex Forms
Users found it challenging to start the application without knowing the required documents in advance. For future projects, I'll include a pre-application checklist or guide to reduce user confusion.
Streamlining Data Input
Certain fields (e.g., vehicle details) could have been auto-filled using APIs like VIN lookup. Next time, I’ll explore integrations to minimize manual input and enhance user experience.