THE TEAM
I joined the team as a UX contractor to increase client acquisition by redesign enrollment and filing an insurance claim flows. Our team included another designer, two software engineers, the CEO, an insurance expert, and a Product Manager
THE PRODUCT
Pelotea connects soccer players to insurance so they can file claims and get reimbursed for any injuries they sustain while playing soccer.
THE TEAM
I joined the team as a UX contractor to increase client acquisition by redesign enrollment and filing an insurance claim flows. Our team included another designer, two software engineers, the CEO, an insurance expert, and a Product Manager
Before re-designing the enrollment and new claim flows, the design team had to understand who we were designing for. We collected information from the CEO and marketing teams about the user demographic and their pain points.
The initial meeting with the Pelotea team uncovered two major challenges for the business was facing. We were tasked with addressing the following:
In order to learn about insurance constraints, my co-designer and I talked with Carolina, Pelotea’s in-house insurance expert, to make a list of the information we need to collect from users. This information dictated the research and subsequent designs.
The home and enrollment screens feel more friendly and help users understand what they get out of a Pelotea insurance plan. These adjustments were essential to help reduce likelihood of user drop off.
Adding prices and explanations to the plan selection screen helps users make a decision. Another way we created trust is to make the checkout screen align with most standard checkout pages.
Enlarging the “file a claim” call to action and showing users’ claim information on the home screen makes starting or checking in on a claim easy.
We knew that filing an insurance claim while injured on the field would be a challenge. By using an illustration of a body, users can easily select their injury location and quickly complete the claim process.
The design team focused on the filing a claim flow rather than on the enrollment flow. This is because filing a claim requires more steps is more complex and therefore required more changes. Users also reported that filing a claim was the biggest roadblock in the Peltoea experience.
We developed a prototype on Figma with a new UI system and streamlined functionality. This prototype was used to conduct usability tests with users.
I worked with the marketing team to connect us with users in LATAM. I organized the usability tests via Zoom with 3 participants based in Mexico. Usability tests were conducted in Spanish and later translated to English. Based on users’ feedback we were able to identify areas to improve the design.
Two of the three participants struggled to select their injury from our initial design. To address this, the design team researched the most common soccer injuries and provided them as options. We also added the “Other” category as a catchall for less common injuries. These changes also aim to reduce cognitive load, as users will be filling out this form while injured and may be distressed.
In this project, I learned that it’s important to understand the constraints. In our case, it was essential to take time to learn about the insurance requirements and about users’ cultural understanding of what insurance means to them before designing.
If I could do something differently, I would test earlier and more often. Designs we thought were intuitive didn’t pass the test when put in front of users or internal stakeholders like the insurance contact. Getting designs in front of users can reduce extra work.
In order to push the design further, I’d like to continue adjusting visual components to align with users’ mental models. Adjusting the information hierarchy in the enrollment carousel and making the prototype more interactive would help (1) make the design more comparable to industry standards and (2) make usability testing richer.
UX/UI design
UI Design
© 2024 designed by Alitzel Tamayo