Purple Ant is an IoT-based SaaS platform that integrates data from different sensors. Purple ant is a start-up based in Chicago, who is looking forward to growing their business into the life insurance sector and needs to understand the space and users to properly recognize the value proposition and how to position themselves. Purple Ant’s goal is to license this platform to insurance companies, in order to collect the data of their customers.My team and I were asked to research the potential of this new business idea. We identified users and pain points, while in the end focusing to improve the experience for the users and giving access to control the data they are sharing.
Purple Ants goal is to build a platform where their users can manage and modify their insurance plans and control their data sharing.
JUMP TO SOLUTIONUX Designer
Project Manager
User Research
Competitive Analysis
Persona
Ideation
Wireframes
Prototypes
Usability Testing
Figma, Mural, Zoom, Otterai
4 weeks
My team and I kicked off the project with a domain research, we wanted to get a lay of the land. We started with a competitive analysis, Specifically we wanted to see whether any of the current competitors were successful in being in this service platform. We picked 5 direct competitors and 2 indirect competitors, who we felt was in the same domain. We created a comparative matrix to seek out a place where we could differentiate ourselves.
.jpg)
As shown in the priority matrix, we found the following insights.
During the research and development process, Purple Ant mentioned that their business model could be a B2B2C model. They were unsure about the current business model for their life insurance product. So we conducted 10 user interview via Zoom video call, which allowed us to observe the interviewee's body language and gain greater insights.
.png)
After the interviews these are the main insights we gained from the users.
-Most users are open to sharing wearable data with insurance carriers if they get lower premiums out of the deal.
-Data privacy and security is a concern for users when considering sharing data with insurers.
-COVID-19 has influenced how insurance agents and policyholders are approaching conversations about changing plans or increasing coverage.
-Customers and industry representatives agree that policyholders are, on average, under-informed and underinsured when it comes to life insurance.
With our insights from the research and interviews, My team and I developed two user personas. Ayana and John, Since we are targeting 2 user groups it was essential to built 2 personas. But Ayana is our main persona who is an existing user, we pursued John as a potential user.
Ayana is a 32 year older Solutions Consultant who has life insurance through her employer. But she is looking to purchase some additional life and disability insurance. Ayana and her wife Joan both receive benefits, including life insurance, through their employers. She’s also heard that getting life insurance requires a medical exam and is stressed about fitting this into her already busy schedule.
John is a 51-year-old single dad, who works as a restaurant manager. John doesn’t get life insurance through his work. So he is a potential customer looking to get a new insurance plan. He has a 10 year term insurance plan set up 7 years ago, he got 3 years left on his term plan. His daughter is in college and he thinks it might be good idea to get some additional coverage to make sure her education is paid for if anything happens to him.
After all of the insights gained from research helped us to understand the pain points of the users and keeping our personas in mind we created a problem statement.
Four our problem statement, we asked ourselves " how can we help Ayana with her process of purchasing additional coverage, how will she comfortable in sharing her data
While we address Ayana's needs in creating this platform, we want to ensure our product encompass the following design principles:
The clarity in essence really means transparency and this allows for better productivity, reduced effort, and streamlined understanding.
Efficiency allows for productivity and reduced effort, and streamlined design allows more to get done in the same amount of time. Creating efficiency demonstrates a great deal of respect for your customers, and they’ll be sure to notice.
Respect the information and data collected from the users. It's important for users to feel secure when using technological platforms. We want to design a space where privacy is front and center.
My team and I decided to focus on the following three questions during a dot voting session after brainstorming ideas to make sure that we were addressing major issues that users have with the current life insurance companies. We then dove into sketching the highest voted ideas for each question:
We made some basic low-fidelity wireframes of 4 concepts based on these questions.
.jpg)
.jpg)
.jpg)
.jpg)
The 4 concepts were then tested with 7 users who currently have an insurance policy. To consolidate our ideas, we created an affinity diagram measuring the insights.
Based on the affinity diagram these are the top insights:
Keeping all of this in mind, we developed a site map to help us organize the feature that will go into the mid-fidelity prototype.
.svg)
After concepting, my teammates and I decided to take on different task flows. I was explicitly responsible for creating a dashboard home screen, the profile, settings, and data management process. Considering that many of our users needed access to manage the shared data because not everyone is comfortable giving their data and also is concerned about the safety of it and how it will impact their policy, I decided to tackle this specific issue directly with features that would provide flexibility and trust to users.
Users prefer to view all their data in a place which is accessible. So I incorporated the ability to choose different features from the home screen. so users would not have to worry about where everything is located.
Users are able to see the data and progress that they shared using their wearable device and manage it using a toggle button. This is to ensure that the user can see what data they have shared at a glance. This would be another way to help the users have transparency and accessibility to the information shared.
Allow users to manage and modify their information and change password and security in the settings page
Users are able to see the data and progress that they shared using their wearable device and manage it using a toggle button. This is to ensure that the user can see what data they have shared at a glance. This would be another way to help the users have transparency and accessibility to the information shared.
Below given are the mid- fidelity wireframes used to conduct the usability testing.
The mid-fidelity prototype was then tested with 10 users who currently have an insurance policy or have previous experience with one. We based our results on 3 factors using the likert scale:
Users found that level of difficult was 4.4 on an average. (1 being difficult and 5 being very easy) and a completion rate 80%. Although, we received positive feedback our takeaway was how can we reduce the error rate.
Based on the usability test conducted these are the immediate next steps we recommended to the client.
During our time on the project, our team uncovered many valuable insights through research and testing. At our handoff, we presented the client with future considerations that would help streamline the overall process. Additionally, we recommend incorporating the application phase into our design. Currently, life insurance policyholders must go through a physical health check-up in order to receive a policy; this application could bring their data online and allow users to complete and submit the application and also get a quote on the same day.
.png)
During our time on the project, our team uncovered many valuable insights through research and testing. At our handoff, we presented the client with future considerations that would help streamline the overall process.Additionally, we recommend incorporating the application phase into our design. Currently, life insurance policyholders must go through a physical health check-up in order to receive a policy; this application could bring their data online and allow users to complete and submit the application and also get a quote on the same day.
My recommendation for moving forward is to test the updated prototype and to enhance certain features:
