BEEMA MOBILE APP

 OBJECTIVE

Introduce the unique car insurance propositions “Pay-per-kilometer” and “Driving behavior based cashback” into the Beema mobile app. Combine these features with the reshaped and mobilized version of the policy management, claims and rewards sections. Design an efficient, simple, easy to use mobile app and avoid complex designs to make sure that the tech team can develop it as fast as possible.

CHALLENGES

Kilometer and driving behavior based cashback are very complex products. Users shouldn’t feel its complexity and enjoy their insurance coverage by getting rewards. Moreover, because of being a start-up, this product needed to be launched in the market faster than the competitors.

PROCESS OVERVIEW

We followed the start-up way and aimed to release a mobile app as fast as we could. With the tech team, we analyzed the areas we needed to redesign natively. In the other sections, we used the existing web funnels. We selected to redesign “Pay-per kilometer and behavior based cashback flows, policy management, renewals and claims natively for the app. We avoided redesigning “get a quote funnel”, because of its complexity and for the fact that the mobile app was not a preferred channel to buy a new insurance policy.

Since we had been working and testing the web funnels for almost 2 years, we already knew the product, operations and users very well. This is why, we skipped the user research phase. Firstly, we benchmarked other insurance apps which was followed by the blueprint design. At blueprint level, we aligned the product with the stakeholders. After revising the blueprint, we worked on the mapping the user flows with a rough wireframe design. These user flows helped us to see that the product can cater to all possible user scenarios. After that, we communicated the blueprint and user flows with the product, business and tech teams to get their feedback. The feedback from the tech team was very crucial because business team wanted them to develop the app as fast as possible. As a result of the alignment, we avoided any complicated design structure which would cause delays in the release date. After the alignment, we knew which components to use in the wireframes which later allowed us to design the wireframes very quickly. Finally when the UX design is ready, we worked with UI designers and tech team to make sure that the product was designed accordingly.

SUGGESTION

Merge pay per kilometer and behavior products into one cashback product instead of 2 stand alone products. Users can choose their cashback method based on their driving routine. They can either be rewarded for safe driving or driving less, based on their choice. Show driving analytics to update users and give driving tips to increase the safety and rewards.

THE TEAM

The team consisted of 1 UX lead (Matteo), 1 UX designer (myself) and 2 UI designers (Lisa and Waseer). I worked on benchmarking, blueprint design, User flows and UX design and guiding UI designers and tech team.

PROCESS DETAILS

We skipped user research and design thinking workshops in line with the business request to release the app as fast as possible. We were able to skip these initial processes due to the fact that we already gathered useful insights about the product, users and the operations by working on the website for almost 2 years. We did a lot of user research, testing and design thinking workshops for the website already.

Task management plays an important role in a team work. We filtered our tasks into these categories: Doing, Ready for review, Waiting for copy, Ready for development, Completed. Everyday we conducted 10 minutes daily stand-ups to align on our tasks and share brief information about them.

Firstly, I benchmarked the other insurance apps with pay per kilometer and behavior features.

Secondly, we created the end to end blueprint design considering users, online and offline processes. The end to end blueprint design was already created for the website but we needed to adapt to the mobile app and add the new feature of driving behavior. At this stage, blueprint was very useful to align the product with all the stakeholders and make revisions on the product before designing the screens.

Thirdly, based on the blueprint design, I designed information architecture of the mobile app.

Later on, we, designed the user flows with rough wireframe design and mapped all the possible user flow scenarios.

Finally, we designed the UX wireframes and made it ready for UI design. When the UI design is completed we need to replace user flows with the final UI design screens and make it ready for developers to analyze the product and write stories to develop it.