Bonzah, start up company
Car rental insurance
Create the UI for an MVP app that can function as a sidekick for the existing website for all Bonzah users –especially return users– to easily and successfully purchase a Bonzah insurance and improve the overall user experience of the app and accomodate successful completion of orders.
UX/UI design. We performed individual and group research and synthesis, every designer had their own individual visual exploration and prototype.
Bonzah is Australian slang for something that is good, even extraordinary, a great feeling."
Third party car rental insurance
Bonzah wants to help car renters in the US by offering a cheaper form of insurance than the ones available at the car rental counter.
Three types of rentals can be covered by Bonzah: docked rental cars like Hertz, undocked car-share like Zipcar, peer to peer rental similar to Turo. The stakeholder for this project was Steve Sherlock, the founder, and CEO.
Bonzah insures the person for the duration of their car rental and does not insure the car itself. As long as the user doesn’t violate the terms and conditions. A Bonzah insurance can be purchased by people who are 18 years and older, the car is worth less than $40.000, and the trip takes less than 45 days.
Designing a sidekick
Bonzah is developing their mobile application and wanted our help designing the UI for the already existing MVP prototype. The design brief was to design the UI for the new app, which should be in line with the existing brand, but not mirror the website.
The current website is not providing users with easy accessibility and a streamlined purchasing process.
How might we create a UI that is in line with the Bonzah brand for return users to easily and successfully purchase Bonzah insurance and improve the overall user experience of the app and accommodate successful completion of orders?
Carrying out user interviews
Analysis- and synthesis of test results
Deciding the MVP user flow
Indivisual visual exploration
To begin this project it was necessary to develop an understanding of the vision of the client and the needs of the user. We used the Stanford D-school design process, laid out in 4 sprints, 4 weeks in total.
1. Understanding brand vision– and goals
Kickoff meeting with the stakeholder
3. Understanding the user
2. Analysis of the existing MVP
Analysis existing website +
visual competitive analysis
Meeting with UX team and
wireframe analysis and changes of MVP wireframes
Test on three divergent style concepts
Test on prototype 1
Tests on prototype 2
Understanding the brand
vision– and goals
After our kick-off meeting with the client we identified a number of areas we needed to focus on to ensure the project goals were met. With the help of a design exploration excersize we gained some insights on the:
Visual direction for the app: The app should feel state of the art, innovative and modern. It should not look like it’s 'trying too hard' or look like the big insurance giants. Steve, the founder, was drawn to clean lines and a modern high end feel.
Measure of success: A successful product would be one that is the single source of trust for potential Bonzah buyers and return users.
Become an established brand in the US market
Create an app with the look and feel of the Bonzah app, without it being a copy.
Create a loyal customer base, and accomodate return users.
Be a trusted alternative to the other ways of rental insurances (creditcards, car-rental-offered inurances)
The Bonzah website, not my design
Analyzing the existing website
By analyzing the website, I became familiar with the existing look and message of the brand. It was good to know that Bonzah did not perform any user tests on their current website. This made me even more excited for our user tests.
The UI of the app can differentiate from the website with better glance-ability and a consistent layout when it comes to color use, photography and overall feel. To stay in line with the Bonzah brand, I planned on used the colors of the logo, and photography with the same feel of the website.
Visual competitive analysis
With the Steve's feedback in mind we looked at direct and indirect competitors to Bonzah, as well as non competitors for inspiration.
I noticed some patterns in visual design: most insurance companies use a clean and minimal design: white and bright colors, minimal tasks per screen and a prominent call to action. The bigger insurance companies stuck to with what the client is expected to see, a serious look, feel and tone, while newer insurance companies —often times geared towards a younger target audience— used a more modern, energetic look and feel with a casual tone and voice, and prominent micro-interactions.
Less traditional style
CHATBOT WITH A PERSONAL FEEL, CASUAL TONE
GO car insurance
FORMS, MORE INPUT FIELDS ON ONE PAGE
ROUNDED FONT +
Analyzing our inherited MVP wireframe prototype
Before our team started the project, Steve worked with a UX team at Designation. Through research and usability testing, they created a set of wireframes that laid out the user flow for return users to purchase insurance. These wireframes were our initial framework into creating the visual design for Bonzah.
We organized a meeting with the UX team to find out the reasoning behind their design decisions. Our main takeaways were:
Users value the flexibility of booking last minute, and they will go for whatever is cheapest in their research—fast quotes sway decisions
There is distrust among the users because of the cheap insurance price. That's why the Bonzah user needs to be able to understand the rental policies at a glance to understand its value.
We evaluated the annotated wireframes and added some changes we thought were appropriate and necessary for the MVP prototype. Below you can see a few of the changes we made.
I researched the target audience and I found important info to take into account for our following research.
It was good to know about these majorities, so I could create a more effective design based on these statistics, with keeping the broader audience in mind.
UNDERSTANDING THE USER
60% of Bonzah users, is between the age of 25–44 (drawn to the sharing economy where car ownership is in decline).
65% of all users are male.
15% of all users are return users, representing 64% of all revenue.
Three diverging style concepts
BONZAH IS YOUR BUDDY
Budget conscious travelers are concerned about the price of insurance and know the value of customer service. Appearing knowledgeable and friendly makes users feel that the company cares for them and that they can afford the product.
Bright colors, friendly language and personalized touches will build connection with the customer and reassure them they’re in the right place.
Insurance shoppers are wary of being taken advantage of and look for honesty. Clearly prioritized policy information builds trust.
Simply structured and easy to read information will reassure users through the quote and purchase process.
BONZAH ON THE GO
Traveling customers purchasing insurance on their mobile device need to complete tasks right away with minimal distraction.
Centralized, bright CTAs and one task per page will guide users to complete their goals. A clean, consistent layout that’s glanceable will give them confidence that they can complete this via mobile without missing details in a hurry.
Core user needs Bonzah
After individual– and group synthesis of our research, client meeting and user test results we came up with the following team design principles. These design princples were our guiding light for our design decisions.
With the previous research and the design principles in mind, I created three diverging concepts of style for Bonzah.
Our approach was to test our different style tiles with the Bonzah users and find the right design direction as soon as possible. With our client feedback from sprint one and the user feedback, we were able to choose one visual direction, after which we started prototyping.
We facilitated three rounds of tests with 15 potential and returning Bonzah users, five users per round. In those 15 interviews, we interviewed with 4 return users, 25% of users are male and the age varied from 26 to 72 years.
20-second gut checks
After each meeting, we came together to synthesize our findings with whiteboarding and infinity mapping. This helped us to spot patterns and to gain insights about our users.
This is the revised problem statement after three rounds of testing:
Bonzah users are looking for cheapest option of car rental insurance and are wary of the cheap price Bonzah offers. How might we create a thoughtful UI that is in line with the Bonzah brand for return users to easily and successfully purchase Bonzah insurance —they understand, and trust to buy— and improve the overall user experience of the app?
“This reminds me of a friendly company that isn't trying to be like the big corporate insurance companies, more down to earth. Not a bunch of old guys running around behind the scenes”. – Luis, 27, male
Visual direction test
Our focus for this test was the emotional impact of our style tiles on our users. Do the stile tiles convey the targeted emotions?
Prototype desirability test
Our focus for this test: Is the visual design in line with the Bonzah branding, our design principles and would our users feel comfortable buying the insurance?
Iterated prototype test
Our focus for this test: Is the visual design in line with the Bonzah branding, our design principles and would our users feel comfortable buying the insurance?Does the prototype convey the targeted emotional reaction?
Policy screens: low–fi to hi–fi
Below you can see the 'evolution' of the policy summary screens. Testing on high fidelity screens helped us get better feedback quick. Users needed to feel reassured and comfortable buying the Bonzah insurance when looking at this screen. The policy summary as a whole and the insurance coverage needed to be transparant, clear and glance-able for our users.
KEY FOCUS AREAS
Finding the balance between a conservative– and an unconventional look and feel, while keeping the app accessible and understandable for a broad target audience.
Making users feel comforted and reassured with the right photography.
Staying in line with the Bonzah brand.
PIVOTS AND CONSTRAINTS
Designing without a persona for a broad target audience.
I realized that finding the right photography with the right feel and a cohesive look is harder than I thought. I felt this might not make the design system cohesive and streamlined. I threw in a screen with an illustration instead of a picture to test.
As a beginning UI designer, I was hesitant to divert from my style tile. But backed with a good explanation (user test results) and client feedback, it was a win for the users as well for the client.
Following our user interviews, we synthesized our findings and were able to create prototypes which were presented and discussed with the client, and iterated afterward. These are my final designs.
A quick sign up–with a modern feel–for the return user to get a quick quote.
HOMESCREEN AND MENU
A reassuring, personal and welcoming message for the user. Delivering that 'Bonzah feeling' on the home screen. Allowing users to view their past policies and claims, their rewards or give a referral by clicking on the menu.
Testing insight: A clear, direct connection to the idea of cars and travel is appreciated when it comes to using imagery, especially when it is human, personal, optimistic and relatable.
GETTING A QUOTE
The Bonzah feeling, a personal message and a quick easy to understand quote form should get the users on their way. The opinions about the -get a quote screen- varied from conventional to unconventional.
Testing insights: The carefree Bonzah feel is translatable in a variety of different ways for users, like going on an adventure, excitement, open space, bright colors.
Some users were comfortable with less conventional design elements, while other users preferred a more traditional approach.
A quick and clean check-out flow, it was clear to our users what was covered and what was not covered by Bonzah.
Testing insight: Our users appreciated clear policy information and no hidden, confusing or hard to find information. No fine print and asterisks. This made them feel reassured that this company is 'legit' and can be trusted.
More research on the needs and behaviors of Bonzah users when they buy a Bonzah insurance: Are they home on comparative websites or do they buy it after a long trip at the airport? Do users buy Bonzah insurance on the spot or in advance?
Custom photography with the exciting, positive, adventurous Bonzah feel. Users appreciated realistic, human, relatable imagery.
It might be a good idea to have a more focussed target audience to create a more effective design.
Research to find out if there are any key-problem-areas left in the MVP product. Where people stop and leave the app and why.
The number of users we tested on was good enough to find certain patterns, but those patterns could be confirmed with even more users. I think it is a great idea to test with more users in the future, specifically male return users in the future.
Design system: style guide
I documented all the elements that are repeatable and scalable to ensure a cohesive experience and to find eventual inconsistencies in my design.
I started with a style tile that could not be farther away from the final product. In this case, the client was closely involved and I could explain my design decisions backed by test results for a better-designed product with every sprint.
Even though photography is a great way to tell a story and evoke empathy, I learned that finding and creating the right photography is a challenge and not the easiest way to create a concise design system. I quickly tried illustrations, but because of time constraints, I could not iterate and test on those.
I learned that a competitive analysis might be even more useful after a first user test, knowing whom the users see as competitors.
This case study was another learning curve in speaking and writing English as a non-native English speaker, and I have become more confident in presenting in English.