Our team was tasked with optimizing a legacy web app that would allow users to compare car insurance rates from various providers. We’ve had multiple tests that had failed or gave us neutral results for a few months and we needed to apply a fresh perspective to the problem. However, we quickly realized that the project was "stuck" in terms of innovation. We were simply replicating what other car insurance comparison websites were already doing. We needed to differentiate ourselves in order to succeed.
Client:
The Zebra
My Role:
Principal Product Designer, Design Director
Year:
2023
Service Provided:
Product Design, Design vision, Content strategy
The Process
We started by reviewing user research we had previously done to better understand our users pain points and what users were looking for in a car insurance comparison website. We also analyzed our competitors to identify gaps in their offerings.Based on our research, we identified a few key features that would set us apart from our competitors:
Personalized recommendations based on the user's driving history
Integration with the user's existing car insurance provider to provide accurate rate comparisons (this was a big lift and not part on an MVP)
A user-friendly interface that would make it easy for users to compare rates and make informed decisions
