Re-design a buy-flow for

Orion Travel Insurance

orion-01

Project

Orion Travel Insurance, powered by a CAA company, created a new brand strategy based on the concept of belonging. The task was to develop a new buy-flow experience to reflect the new brand direction, while implementing a more humanistic purchasing experience, and a greater sense of personal customization and individualism.

Challenge 

There is little emotional benefit communicated through the current buy-flow, and little messaging about why one travel insurance is different from its competitors. Current travel insurance purchase sites are transaction oriented, and are functionally undifferentiated from one another.

Challenge 

There is little emotional benefit communicated through the current buy-flow, and little messaging about why one travel insurance is different from its competitors. Current travel insurance purchase sites are transaction oriented, and are functionally undifferentiated from one another.

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Involvement

User Experience
Lead Designer

Focus on the main task

I wanted to lay out the path a user goes through once they request a quote, directly to purchasing insurance for their trip.

The user flow allowed me to prioritize which sections, and when to request information from the interested traveller. This also allowed me to consider every possible route and scenario a traveller would take.

Screen Shot 2018-04-19 at 5.09.28 PM

Optimizing the form 

I then spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we reduced the amount of areas that could have been potential pain points for the user.

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Here are a few of the key points I kept in mind when diving into the wireframes.  

• Grouping content so it's digestible for the user
• Vertical alignment of labels and inputs for better eye tracking
• Illuminate a clear path to completion
• For long forms, show progress & provide the ability to save
• Progressive disclosure 
• Selection dependent inputs
(more options become available because of an initial input )
• Inline validation

Wireframes 

I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.

Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch.  Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.

Wireframes 

I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.

Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch.  Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.

Wireframes 

I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.

Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch.  Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.

Moment of Delight

Infuse Orion’s personality into the process with well crafted and thoughtful messages.

Moment of Delight
Infuse Orion’s personality into the process with well crafted and thoughtful messages.

Moment of Delight
Infuse Orion’s personality into the process with well crafted and thoughtful messages.

Summary Panels

Every summary panel contained the option to edit, which made the user feel comfortable and removed any fear they would have if a mistake was made.

Summary Panels
Every summary panel contained the option to edit, which made the user feel comfortable and removed any fear they would have if a mistake was made.

Summary Panels
Every summary panel contained the option to edit, which made the user feel comfortable and removed any fear they would have if a mistake was made.

Wireflows

At this point, I decided to create certain key scenarios to better visualize two areas.

  1. How travellers were able to purchase additional coverage.
  2. How the medical questionnaire for travellers 60+ would function and be incorporated into the form.

I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.

Wireflows

At this point, I decided to create certain key scenarios to better visualize two areas.

  1. How travellers were able to purchase additional coverage.
  2. How the medical questionnaire for travellers 60+ would function and be incorporated into the form.

I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.

Wireflows

At this point, I decided to create certain key scenarios to better visualize two areas.

  1. How travellers were able to purchase additional coverage.
  2. How the medical questionnaire for travellers 60+ would function and be incorporated into the form.

I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.

Wireflows 

At this point, I decided to create certain key scenarios to better visualize two areas.

  1. How travellers were able to purchase additional coverage.
  2. How the medical questionnaire for travellers 60+ would function and be incorporated into the form.

I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.

Wireflows 

At this point, I decided to create certain key scenarios to better visualize two areas.

  1. How travellers were able to purchase additional coverage.
  2. How the medical questionnaire for travellers 60+ would function and be incorporated into the form.

I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.

Design Template

In aligning with the new brand strategy of belonging, and providing more of a humanistic experience, I leveraged Principles of Emotional Design by Aaron Walter. This was not only applied in design but was at the forefront of our exploration for every deliverable. 

  1. Appealing – Grab the user’s attention and influence their perception.

  2. Effective – Guide the user’s attention allowing them to find what they are seeking.

  3. Pleasurable – Allow the user to appreciate your website and have fun.

  4. Memorable – Build a relationship with the user and ensure a positive memory.

It helped to convey a sense of trust, and made the user feel like there’s a person, not a machine, at the other end.

Since the buy-flow was to be able to conform to follow each insurance companie's brand guidelines a very streamlined design template was created allowing full customization.

Design

In aligning with the new brand strategy of belonging, and providing more of a humanistic experience, I leveraged Principles of Emotional Design by Aaron Walter. This was not only applied in design but was at the forefront of our exploration for every deliverable. 

  1. Appealing – Grab the user’s attention and influence their perception.

  2. Effective – Guide the user’s attention allowing them to find what they are seeking.

  3. Pleasurable – Allow the user to appreciate your website and have fun.

  4. Memorable – Build a relationship with the user and ensure a positive memory.

It helped to convey a sense of trust, and made the user feel like there’s a person, not a machine, at the other end. 

Design

In aligning with the new brand strategy of belonging, and providing more of a humanistic experience, I leveraged Principles of Emotional Design by Aaron Walter. This was not only applied in design but was at the forefront of our exploration for every deliverable.

  1. Appealing – Grab the user’s attention and influence their perception.

  2. Effective – Guide the user’s attention allowing them to find what they are seeking.

  3. Pleasurable – Allow the user to appreciate your website and have fun.

  4. Memorable – Build a relationship with the user and ensure a positive memory.

It helped to convey a sense of trust, and made the user feel like there’s a person, not a machine, at the other end. 

Design 

In aligning with the new brand strategy of belonging, and providing more of a humanistic experience, I leveraged Principles of Emotional Design by Aaron Walter. This was not only applied in design but was at the forefront of our exploration for every deliverable.

  1. Appealing – Grab the user’s attention and influence their perception.
  2. Effective – Guide the user’s attention allowing them to find what they are seeking.
  3. Pleasurable – Allow the user to appreciate your website and have fun.
  4. Memorable – Build a relationship with the user and ensure a positive memory.

It helped to convey a sense of trust, and made the user feel like there’s a person, not a machine, at the other end. 

Design 

In aligning with the new brand strategy of belonging, and providing more of a humanistic experience, I leveraged Principles of Emotional Design by Aaron Walter. This was not only applied in design but was at the forefront of our exploration for every deliverable.

  1. Appealing – Grab the user’s attention and influence their perception.
  2. Effective – Guide the user’s attention allowing them to find what they are seeking.
  3. Pleasurable – Allow the user to appreciate your website and have fun.
  4. Memorable – Build a relationship with the user and ensure a positive memory.

It helped to convey a sense of trust, and made the user feel like there’s a person, not a machine, at the other end. 

design-1
design-2

Key Learnings

Usability testing was performed by the good folks at Usability Matters and the following were some key findings that needed to be addressed.

  1. Areas that contained certain branded copy wasn't valuable.
  2. Overall, the amount of time spent during the process wasn’t a major concern.
  3. The “Additional Protection” section was confusing.
  4. The quote within the top bar was easily overlooked.
  5. Participants didn’t respond well to seeing exclusions after they had paid.

With our recommendations, their internal dev team proceeded to make the necessary changes to address the issues encountered by the user group.

Key Learnings

Usability testing was performed by the good folks at Usability Matters and the following were some key findings that needed to be addressed.

  1. Areas that contained certain branded copy wasn't valuable.
  2. Overall, the amount of time spent during the process wasn’t a major concern.
  3. The “Additional Protection” section was confusing.
  4. The quote within the top bar was easily overlooked.
  5. Participants didn’t respond well to seeing exclusions after they had paid.

With our recommendations, their internal dev team proceeded to make the necessary changes to address the issues encountered by the user group.

Key Learnings

Usability testing was performed by the good folks at Usability Matters and the following were some key findings that needed to be addressed.

  1. Areas that contained certain branded copy wasn't valuable.
  2. Overall, the amount of time spent during the process wasn’t a major concern.
  3. The “Additional Protection” section was confusing.
  4. The quote within the top bar was easily overlooked.
  5. Participants didn’t respond well to seeing exclusions after they had paid.

With our recommendations, their internal dev team proceeded to make the necessary changes to address the issues encountered by the user group.

Results

We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).

Results

We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).

Results 

We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).

Results 

We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).

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