RESUME            ABOUT

Pet Insurance

Guardian Direct was a Direct-to-Consumer Insurtech, startup incubation arm of Guardian Life. Indivisuals could purchase insurance and manange their policies post-purchase directly online.

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Design Lead
Design roadmap, research, strategy, user personas, workshops facilitation, UX/UI design, usability testing

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We introduced a new product, pet insurance. Our task was to create a full shopping experience from awareness, acquisition to retention.

To steer our strategic approach, we initiated the design process by defining personas to gain insights into who we are designing for. Young Millennials were the most likely to own our products, while Gen-Z was the fast-growing prospective segment that was our future opportunities. We created two target personas to better understand into how the pet owners’ hehaviors influence their pet insurance purchasing decision-making process.

User personas 

Design Workshops
We facilitated Design Thinking workshop with cross-functional teams aimed at empathizing with the personas, allowing us to gather a wide range of ideas from diverse perspectives on how to motivate them to purchase pet insurance. 

While price is a key factor, we’ve learned purchasing insurance is an emotionally driven decision, because customers are looking to prepare and protect their lives, family, health, or finances. It is important for users to feel that they are being served well during the purchasing decision process. They often seek advice, guidance, and reassurance when it comes to insurance.

Miro workshop example

When it comes to pet insurance, people tend to be more optimistic when seeking coverage, as it offers the assurance of care for their pets and enhances their quality of life. Despite common anxiety, fears and mistrust associated with insurance companies, pet insurance stands out as a source of comfort and secuity for pet owenrs.

How can we guide users through the online pet insurance shopping and purchasing experience to instill confidence and ensure their comfort?

How might we create a more human touch in the online pet insurance shopping experience?

The project encompassed comprehensive full service design. I developed a high-level user journey and information architecture to break down into small tasks to meet the deadline for each sprint within a three-month timeframe.

Given that 75% of users engage with the ‘Get-a-Quote’ survey, this data suggested that a higher quote rate correlates with increased enrollments, which suggest setting the priority of the project.

User journey & information architecture

Ideations & user testing

Design approach
Through rapid testing and iterative design, we found participants favored:
  • A simple, easy, and straightforward experience
  • An efficient, quick, and responsive interface
  • A fun gamification approach
  • Transparency in all provided information for decision-making

I also created the look & feel & color scheme. Visual design should represent happiness, friendliness, playfulness, care, freshness, and urban appeal. It was crucial the users feel confident, as it directly impacts their purchase decisions. Our goal was to provide the utmost care for their pets and enhance their quality of life.

Visual identity

We learned from multiple rounds of usability testings on high-fidelity were: 
  • Participants prefered one question per page, because they felt more confident when the questions were short. 
  • Participants were more driven to humanized visual and verbiage touch because they sought confidence and reliability when it comes to insurance.

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Final Design
The Dog/Cat “agent” guides users through getting a perfect quote journey, fostering an emotional connection, instilling confidence, and alleviating anxiety, fear, and mistrust commonly associated with insurance companies. This approach emphasizes our commitment to both people and animals.



© 2024 Soo Koh