Recently I interviewed for a UX role with insurer World Nomads, and as a pre-emptive exercise decided to do a quick redesign of their mobile home page.
They already have a clever external site when it comes to responsive design – for example losing top nav elements as the viewport shrinks from desktop, through tablet, down to mobile width. The general UX and visual design is also at a high level, so making improvements required two main directions: overcoming decisions made by Product and Marketing, and reconstructing the existing UX element-by-element to improve the overall experience.
The current site: above the “fold”
- Visually, the “Hamburger” menu looks like it is connected to the “Sign In” function. Whilst cognitively this only takes half a second to resolve, by then the user might have already clicked one of the options.
- The marketing spiel is great for larger screens, but is taking up most of the space here. Even if users are ok with scrolling, we still want the important stuff at the top.
- As users add the countries they’re going to – exciting! – they’re added outside the input box. Besides taking up more space, this also leaves an “incomplete” text box on screen – hence a feeling around lack of completion for the form form itself.
- For the date input boxes, more than 50% of the column width is wasted.
- Again, space could be saved here – because usually only 2 people are allowed on a policy (kids go free).
- The “Call to Action” is a good opportunity here – how do we make users enthusiastic to click, and be conversational?
My rework – above the “fold”
Researching other insurers and thinking about the overall consumer journey, I realised there was something obvious missing from all their sites. Whilst UX for the quotes process is getting better and better, no-one is making the claims process usable – World Nomads, for example, had it 6,000px down the mobile page in the footer, then a couple of clicks, and maybe a phone number.
This seems to be a business-driven decision: make it easier to get revenue, but difficult to give out money – presto! Profit!
From a customer service perspective however this is a poor approach: my view is that the first insurer to make claims easier will win in terms of both customer satisfaction and trust, which they will likely retain. So my approach to UX (below image, at right) added a prominent new “strip” with users able to:
- Call directly from their phone
- Have a live chat on their mobile
- Or make a claim directly (linking to an easy process where they could take photos of police reports etc)
I also looked to solve problems 1-6 above:
- The “Sign In” link now has its own person icon, so it’s clear it’s a separate function AND an indicator of member service.
- I slashed the marketing guff, but still leaving room for a tagline.
- Destinations now stay within the input box (I checked this was possible technically – Allianz has it!)
- The date input fields are now on one line, saving space
- The age inputs are shortened, which means we can promote the fact that kids are FREE!
- “Give me a quote” is more conversational and more natural language
The comparison of the existing approach and mine is shown below for an iPhone 6 – with my redesign saving space, in turn giving the user a hint that there’s more interesting content below:
- Whilst this is intended to be a header, it’s similar to a lot of applications that use the same sort of iconography and layout for functions – in this case, making it look like a button for the user to upload a photo.My rework does away with it altogether, replaced by a header about the competition – what’s in it for the user?
- This image captures the idea of a photographer quite well, but could be in any major city. My rework has a photographer walking through cherry blossom season in Honshu – a photo I took last year of my friend Jordan Yerman.
- Concise, but a bit too polite. I reconfigured the layout and language to highlight the possibility of WINNING!
- “Apply now” sounds like it could be for a bank loan. I’ve replaced this with a call to action including a date – let’s make it urgent!
- This is a header for one of the great content sections on World Nomads, but is a bit too subtle – so I added iconography to differentiate it.
- For mine this image is too generic – so I replaced it with a more interesting scene (a photo I took in 12 Tonar, Reykjavík)
- Two generic questions probably aren’t too helpful – we could start to personalise here, based on user behaviour like the destinations they entered above
- Lastly, I added a link to keep exploring – the site has great content and an active forum, which will help build a relationship with users and hence the brand.