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ADD A FEATURE
My goal with this project was to revolutionize the car insurance industry by designing a health and wellness feature using Progressive's existing design system and architecture.
ROLES
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UX Researcher
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UI/UX Designer
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IxD Designer
DELIVERABLES
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Add a feature to Progressive's current architecture
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User interviews
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Secondary Research
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Competitive analysis
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Persona discovery
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Task and user flows
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Site mapping
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Wireframing and testing
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High-fidelity prototypes
SPECS
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Figma​
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Whimsical
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Zoom
1
Research
BACKGROUND
Progressive Insurance, commonly known as Progressive, is the third largest and one of the most well-known auto insurance companies in the United States. Founded in 1937, Progressive has grown to become a major player in the insurance industry, offering a wide range of insurance products and services, with a primary focus on auto insurance.
RESEARCH INTERVIEWS
Objectives
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Determine the target audience's preferences, needs, and pain points when it comes to their current car insurance company (i.e. pricing or added features).
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Determine the participants’ thoughts on the relationship between driving and health and wellness.
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Determine the participants’ exercise routine and whether they use fitness trackers in their daily lives.
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Determine what participants are willing to do to save money on their car insurance plan.
Participants
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All 6 fall within Progressive's target demographic age of 30-45.
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6 female (target demo. is 53% female, 47% male)
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6 participants have car insurance
RESEARCH INTERVIEW SYNTHESIS
Affinity Map
To better understand my participants' needs and to determine the feasibility and details regarding the feature, I formulated an affinity map.
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Using the affinity map, I was able to pull out specific insights articulated by the users from each topic we discussed.
KEY FINDINGS
The affinity map was very useful for finding themes within my participants' responses, which then allowed me to identify important insights and takeaways.
TAKEAWAYS
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Concerns revealed the participants would NOT sign up for the exercise tracking program if:
a.) their insurance rate would increase if they didn’t follow a regular exercise routine.
b.) things other than their minutes of exercise/steps and heart rate were being tracked such as their location.
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Participants were more open to saving money by allowing their car insurance to track their exercise rather than track their driving.
INSIGHTS
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6/6 participants identified price as an important factor when shopping for insurance.
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3/6 said they would sign up for the safe driving/tracking, which is an already common feature of car insurance companies.
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6/6 said they see a correlation between driving and emotional/mental health.
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6/6 provided examples of how their mental health affected their driving.
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4/6 have an established exercise routine (the other 2 depends on work schedule)
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6/6 mentioned stress reduction as a reason for exercising.
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4/6 use a fitness tracker while exercising.
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5/6 said they would be open to allowing their car insurance company to track their exercise and heart rate only through their fitness tracker (if they have one).
SECONDARY RESEARCH
Objectives
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Determine the relationship between one’s health and wellness and driving ability.
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Determine the impact of exercise on one’s health and wellness.
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Perform a basic competitive analysis to determine whether other car insurance companies offer health and wellness programs.
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Determine the potential benefits of a car insurance company offering a health and wellness tracking and incentive program.
CONCLUSION
Based on a multitude of sources, this image outlines the relationship between the biggest health factors that can negatively impact one’s driving, which supports the hypothesis that better health = better/safer driving.
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BENEFITS OF A CAR INSURANCE COMPANY OFFERING A WELLNESS PROGRAM
USER PERSONA
After going through and synthesizing all my research and data, I identified the following behavior patterns that make up this user persona.
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Information Architecture
Because the design system for Progressive is well established, I didn’t need to do a site map.
However, I used the information from my research to develop a feature matrix.
FEATURE MATRIX
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Interaction Design
USER & TASK FLOWS
Developing the user & task flows allowed me to take my user needs and goals and break them down into steps, bringing clarity to my design thought patterns and helping me narrow down what needs to be included in my design and wireframes, how it should be built, and how it should be tested.
WIREFRAMES
The low-fidelity wireframes helped me get a basic visual sense of the user and task flows and what they will look like on a mobile screen.
Using the low-fidelity wireframes and the user and task flows, I incorporated Progressive’s branding and current architecture into my added feature in my high-fidelity wireframes.
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Usability Testing
The usability testing revealed the following frequent and severe patterns in user behavior that negatively impacted their experience.
Home Page
Difficulty locating the StartFit links on the home page.
StartFit Details Page
Frustration around having to click back and forth between the questions from the previous page.
Hesitation to sign up without having access to Terms and Conditions and the Privacy Policy.
FIRST MAJOR IMPROVEMENT
Users had difficulty locating the StartFit links on the home page.
Original Design
Improved Design
I emphasized the StartFit container so users could quickly identify the offer.
SECOND MAJOR IMPROVEMENT
Users expressed frustration around having to scroll through all of the questions. and/or having to click back and forth between the questions from the previous page.
Original Design
Improved Design
To make the experience more user friendly, I converted the content into an accordion menu.
THIRD MAJOR IMPROVEMENT
Users expressed hesitation to sign up without having access to Terms and Conditions and the Privacy Policy.
Original Design
Improved Design
Now, when users click “yes” to having a tracking device, they have to agree to the Terms and Conditions to proceed.
