Transforming Insurtech: Redefining User Experience and Operation
Innovative insurtech offering streamlined online business insurance solutions
Role
Lead Product Designer
Introduction
Superscript offers a seamless online ecommerce platform for business insurance. As the Lead UX Designer at Superscript, I spearheaded all research and product design initiatives, focusing on enhancing user experience and conversion rates. This case study highlights key projects and contributions during my tenure.
The Problem
Superscript faced several challenges in user experience and operational efficiency:
Outdated Tools: A legacy back-office policy management tool was complex and inefficient.
Customer Experience: The customer service portal required improvements for policy management.
Conversion Optimization: Opportunities existed to improve the user journey and increase conversion rates.
Navigation Complexity: The main navigation structure needed simplification for better usability.
Research Methods
To address these challenges effectively, I implemented comprehensive research methods:
Qualitative User Research: Conducted in-depth interviews and usability tests to understand user pain points and preferences.
Quantitative Analysis: Utilized analytics data to identify drop-off points and conversion bottlenecks.
Competitive Benchmarking: Analyzed competitors’ platforms to identify best practices and areas for improvement.
Stakeholder Interviews: Collaborated closely with stakeholders to align business goals with user needs.
Projects
My approach to design centered on strategic insights and user-centric solutions:
Design System Management: Overhauled and maintained design systems and components to ensure consistency and efficiency across platforms.
Prototyping and Testing: Created prototypes to test new features and propositions, iterating based on user feedback.
Conversion Improvement Projects: Led initiatives to optimize the user journey, resulting in increased conversion rates.
Navigation Redesign: Simplified and updated the main navigation structure to enhance usability and findability.
Policy Management Tool Redesign: Completely revamped the outdated back-office policy management tool for improved functionality and efficiency.
Customer Service Portal Enhancements: Enhanced the portal’s usability for users managing their policies online.
Outcome Metrics
The initiatives led to measurable improvements and positive outcomes:
Conversion Rates: Achieved a 20% increase in conversion rates through targeted UX improvements.
User Satisfaction: Enhanced user satisfaction scores, with an increase in Net Promoter Score (NPS) to 85.
Operational Efficiency: Streamlined processes in the back-office policy management tool, reducing processing times by 30%.
Stakeholder Alignment: Improved collaboration and alignment across departments, leading to faster project delivery and implementation.
Conclusion
As the Lead UX Designer at Superscript, I played a pivotal role in transforming the user experience and operational efficiency of their business insurance platform.
By championing user-centered design principles and implementing strategic insights, we successfully enhanced conversion rates, improved user satisfaction, and optimized internal processes.
The redesigned policy management tool and customer service portal exemplify Superscript’s commitment to innovation and customer-centricity in the insurtech industry.