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
Creating an friendly insurance experience by reducing memory recall and focusing on accessibility
March to May 2021
THE PRODUCT
Pelotea is a mobile platform that offers insurance for soccer players, teams, and leagues in Latin America
Pelotea connects soccer players to insurance so they can file claims and get reimbursed for any injuries they sustain while playing soccer.
USER GROUP
We were tasked with designing for users who were buying insurance for the first time
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.
User characteristics
- Ages 8-35
- Skeptical of insurance
- Spanish speakers
Why do users need Pelotea?
Our task was to address drop off rates and confusing insurance flows
The initial meeting with the Pelotea team uncovered two major challenges for the business was facing. We were tasked with addressing the following:
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- 74% drop off rate during insurance enrollment
- High volume of reported user difficulties while filing insurance claims
Project goals
CONSTRAINTS
Because insurance claims have rigid requirements, it was important for the design team to understand the constraints before re-designing the platform
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.
Evaluating Pelotea's original designs
flow 1: enrollment
Screens had either too much information or not enough
Home screen
Payment plan
Payment method
flow 2: filing a claim
Again, there is a lack of detail that is essential for insurance purposes and also keeps users in the dark about the claim filing process.
New claim
My claims
FINAL SOLUTIONS
1. Making home screen information scannable and friendly with card design, which creates sense of security/trust between user and platform
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.
Enrollment
2. Providing the right information and standardizing the checkout process
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.
Filing an insurance claim
3. Creating an obvious
"happy path"
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.
Filing an insurance claim
4. Creative ways to input injury information for insurance claims
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.
Information architecture
USER FLOW
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.
MID FIDELITY PROTOTYPE
First version of the prototype to ensure functionality
We developed a prototype on Figma with a new UI system and streamlined functionality. This prototype was used to conduct usability tests with users.
USABLITY TESTING & ITERATIONS
Conducting usability tests with international 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.
Change 1: Making it easier for injured players to input injury details
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.
Before
After
Change 2: Creating a place for "next steps" to live
One user aptly noted that soccer players get injured and might have multiple injuries, and therefore, claims at the same time. Because of this, having next steps appear only when chatting with the Pelotea insurance bot does not work. Instead, we created an interactive next steps page where users can access through their claim page.
Before
After
Final designs
Take a look at the high fidelity mockups the design team handed off to engineering
Enrolling in a Pelotea insurance plan
Filing an insurance claim as a soccer player
Learnings
Understand your constraints
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.
Test earlier and often
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.
Tweaking the visual design
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.
More work
Atomic Invest
UX/UI design
Kasa
UI Design
© 2024 designed by Alitzel Tamayo