Purple Ant is an IoT-based SaaS platform that ingests, normalizes, aggregates, and integrates data from different sensors.
The business will be expanding into the life insurance sector and needs to better understand the space and users to properly understand the value proposition and how to position themselves.
How Might We...
Determine the viability of expanding the current business from "smart home sensor technology" into the life & disability insurance sector while incorporating a "B2B2C" model.
Produce A Market Research Report that validates the opportunity space and defines who the customer is & their needs.
Prioritizing the growing business needs by presenting a solution based on multiple ideas and concepts to produce an initial prototype.
As the main UX/UI designer on a team of 4, I was involved in all phases of the project.
DISCOVERY - Learning, Understanding, Researching, Stakeholder Alignment, Kickoff Meetings
DEFINE - Gain Insights & Define the Problem
DEVELOP - Develop Possible Ideas & Concepts. Rapid Iterating.
DELIVER - Prototyping & Testing. Continuously Improving & Optimizing
SUBJECT MATTER EXPERT
Franchise Owner Ameriprise
Life Insurance Policyholder
Summary of Takeaways from Insights:
Current and prospective life insurance policyholders who are
willing to share personal data need a platform through which
they can manage/modify their insurance plans and
control the data they are sharing because
transparency and accessibility to their plans would build trust in the organization.
Design & Test 4 Concepts, to explore for the stakeholder and help prioritize ideas.
Concepts & Ideas helped to scope possible solutions even further to focus on one problem.
The Goal is to Produce:
One Converged Concept, Low-Fi Wireframes, and a Clickable Prototype.
CONCEPT A - Familiar Fitness Interface.
CONCEPT B - Calendar Feature, Transparent, Easy Onboarding
CONCEPT C - Dashboard, Manage/Share Options, Centralized
CONCEPT D - Timeline, Guided Information, Estimator tool
WHAT DID NOT WORK:
CONCEPT A - Too similar to a fitness tracker
CONCEPT B - No option to research, view plans, compare prices
CONCEPT C - No explanation of why sharing data. What Benefits?
CONCEPT D - Uncomfortable with data requests. Context issues
Is the platform understandable?
Is the user frustrated?
Can the user navigate the interface?
Offer users a comparison tool for quotes, plans, features, and prices, and test iterations.
Enhance explanations. Provide more guidance throughout the process.
In our initial interviews, we had more Users that had availability for interviews than SMEs. It is possible that their comments and feedback skewed our research in which we created a B2C solution first.
The time we devoted to research did not feel like an adequate amount to do a comprehensive amount of research for a new product. We stated this to the client for certain areas to be revisited and noted areas for further exploration.
We were all nervous about this project. Most of us had limited experience with Life Insurance. The team and I struggled with what success would look like for this client. The more we interviewed users and worked with the client we were able to strengthen our knowledge and help the client make decisions with confidence.
Team Success wasn’t about being perfect, it was about the momentum and reactions we garner from both the client-side and the end-user.
© 2020 Sandie Starr