Bonzah, car rental insurance provider
I was part of a UX design team. We performed individual and group research. Every designer had their own individual visual exploration and prototype.
Bonzah came to us in need of the design of their new app. The challenge for us was:
How might we create a user interface -that's in-line with the Bonzah brand - for a broad group of users to easily and successfully purchase Bonzah insurance, they understand, and trust to buy?
Analyzing our inherited MVP wireframe prototype
Before our team started the project, a UX team at Designation worked with Steve. Through research and user testing they created a set of wireframes that laid out the user flow for return users to purchase an insurance. These wireframes were our initial framework into creating the visual design for Bonzah.
As a team sat down and discussed how we could improve the existing wireframes. The changes we made to the wireframes made by the user research team were mostly visual hierarchy changes. One of the functional changes we made was getting rid of the Facebook login button out of the design,
after we brainstormed we each created our own improved set of mid fidelity wireframes. Here you can see an improved log-in flow.
ONBOARDING | SPLASH SCREEN
ONBOARDING | SIGN IN
Sign up changed into link
Sign up buttons deleted
Profile icon changed into menu icon
Chat feature not part of MVP. Icon deleted.
GET A QUOTE FORM
Visual hierarchy improved
ONBOARDING | SPLASH SCREEN
ONBOARDING | SIGN IN
GET A QUOTE FORM
Core user needs Bonzah
We synthesized the existing data about Bonzah users into three design principles. While doing this we focussed on users behaviors, what they feel and what they think. These design principles were the starting point and guide for our design exploration. After our user test we updated the principles in what you see here.
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.
We facilitated three rounds of tests with fifteen potential and returning Bonzah users, five users per round. In those fifteen interviews, we interviewed with four return users.
Bonzah did not desire to craft a defined audience, and we didn't inherit a persona from the previous UX team. We could synthesize insights from user interviews into design principles by asking questions about their motivations, how they feel and think and why. Instead of attaching behaviors to certain demographics.
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?
Desirability test 2 outline
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 reactions?
Policy screens: mid–fi to high–fi
Below you can see the 'evolution' of the policy summary screens. Testing on high fidelity screens helped us get better feedback quick.
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 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.
Final designs. High fidelity prototype.
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.
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.
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 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 audience.
More research on the needs and behaviors of Bonzah users when they buy a Bonzah insurance: Are they at 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 create personas for a more effective design.
The number of users we tested on was good enough to find certain patterns, but those patterns could be validated with more users. I think it is a great idea to test with more users in the future.