Online Insurance
ZhongAn Insurance App is an online insurance resolution which offers users plenty of cheaper insurance products and teaching users how to buy an appropriate product.
This App encourage people to buy insurance independently without agent help. The users also can make a claim online conveniently.
Role: Team lead / Visuals Design Duration: Feb-Apr 2021 (8 Weeks)
Project Chalenges
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Making easy understand description of insurance;
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Put plenty categories into limited page layout;
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Design an online claim process;
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Online healthy evaluate contribute insurance purchasing.
Meet The Users
We find out 2 typical personas that behalf on the almost user's needs.
Name: Jeff
Age: 29
Occupation: Coding Engineer
Jeff works as a coding engineer, he works overtime and he care about his health in the future. Because he don’t like to go to the office to claim. He expects to pay less and get more coverage. As he is used to shopping online, he decide to buy a valuable insurance via app. In addition, he needs learning about insurance policy.
Name: Xu Jia
Age: 36
Occupation: Clerk of office
Xu Jia has married for 3 years and she just got a baby. She and her family live in shanghai and have good incoming. So she wants to buy business insurance for covering her family. But she doesn’t believe the insurance agents and she don’t know how to make a choice for a suitable insurance. She hopefully need an app to teach her insurance knowledge and buy insurance independently.
Competitive Audit
We find out 4 competitive Apps and compare them. They're all big insurance companies in China. We summarize the advantages and disadvantages of these Apps. Through out these analyzation consequence, we got the insights of designing our project.
The main differences that we noticed were:
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– Fun and Easy to Use vs Boring and Hard to use
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– Clear Description vs Frustrated Description
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– Good Visual Design vs Bad Visual Design
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– Positive Comments vs Negative Comments
Affinity Map
We split the existing user process as small as possible. Invite users to participate the user interview to get their feedback on each step and collect their pain points. Based on the feedback from this user research, we redesigned the user journey and simplified the complex user process. With a new Information Architecture design, our team started on a new UX redesign.
Outline Userflow
Our team redesign the user flow base on the feedback from the user research. We simplified the originally complex user process before prototype design.
Lo-Fi Prototype
Based on the redesigned user journey, we created new Low-Fidelity Prototype to present the details of user process and related interaction between all of pages.
UI Guide
We according the brand colors to keep the design style consistently. The 60-30-10 Rule be used in design. The idea is that one color—generally something fairly neutral makes up 60% of the palette. Another complementary color makes up 30% of the palette. And then a third color is used as an accent for the remaining 10% of the design.
Takeaways
As Chinese economic development, more and more people are becoming aware of importance of insurance. Also as the internet development, young people prefer to buy insurance online independently without agent help and expect low price of insurance. Our team started from user interview, collect the needs and pain point from potential users and summarized them into design insights. After iterations, we finished the project and get more positive feedbacks from marketing.
Via this App, I learnt that when we face complex user process, we should be patient and split all of the steps of user process and reform the Information Architecture base on the user's expectation. At last, we will polish to the satisfactory version.