SageSure is an insurance company focusing on property coverage in 14 coastal states at a higher risk for damage caused by severe storms.
The Challenge:
The project began with open-ended requirements, which required defining a clear strategy to address user needs and market opportunities. To understand the market and users, I broke the discovery process into three phases: external research, competitive analysis, and user reviews and surveys.
Strategy, UX & UI:
Phase I – External Research
I started by researching the industry to identify the most common pain points homeowners experience with their insurance companies. Key findings included:
– Communication issues: Homeowners often received mismatched information about coverage, faced long hold times, and didn’t get callbacks.
– Insufficient coverage: 72% of surveyed homeowners expressed dissatisfaction with their coverage, and many were likely to shop for another provider.
– Claims disputes: Customers frequently complained about denied claims without explanation and insufficient replacement funds.
Phase II – Competitive Analysis
I analyzed competitors to identify features that contributed to a better customer experience. Key findings were:
– Policy customization
– Messaging platforms for easier communication
– Accessibility features, including support for multiple languages
– Explicit discounts and perks
Competitors analyzed included Hippo, Lemonade, AMICA, and Young Alfred.
Phase III – User Interviews & Surveys
I reviewed user feedback to identify key pain points, which included:
– Lack of communication and long phone wait times to reach customer support
– However, once customers connected with support, issues were often resolved quickly, leading to a high satisfaction rate.
LO-FI WIREFRAMES
HI-FI WIREFRAMES
RESULTS & PROTOTYPE
We ran two unmonitored usability tests with 17 users via Maze.
- We asked them to complete two tasks: finding out if their policy covers hurricane protection and sending a message to a customer representative. We compared both the current version and our redesign.
- The direct success rate while completing the task increased from 66.7% to 88.9%, while the bounce rate dropped from 16.7% to 0%.