In a group of 3, we divided our duties after primary research and conceptualisation. As the UX/UI designer, I was entrusted for the interface design.
We began as a team, understanding the company was the first part. We collaborated closely by continually sharing what we found. From knowing their background, objective, U.S.P., featured articles, advertisements, products and many more.
Next, we wanted to know more about their users. We went through the reviews as customers, articles from different online sources. We also surveyed 29 respondents and usability testing with 6 testers on their current site.
I was one of the two observers for the usability test with 6 users; it allowed me to understand the users better when I execute them in the interface.
We created heuristic evaluation and analysed the results from our usability test to serve as a cumulative representation of all the common user needs, goals, tasks, pain points that we derived from our research.
Due to time constraint, we divided our duties once we had a rough idea on how to proceed with the design in this phase. Although I jumpstarted with finding the art direction and design, I was also actively participated in these processes in the room.
Due to time constraint, we divided our duties once we had a rough idea on how to proceed with the design in this phase. Although I jumpstarted with finding the art direction and design, I actively participated in these processes in the room: Customer journey mapping, and feature prioritisation.
Currently, FWD Insurance plays with colours and rounded elements in their website design - portraying a fun, casual and playful vibe. FWD Insurance aims to be unconventional and to break the norm; however, as a new brand in the insurance market, it may appear less professional and questionable.
Based on our research, we identified the main target group is Millennials (18-34 years old). However, the likelihood for one to purchase insurance on their own is those with purchasing power, around mid-20s to early 30s. Their definition of enjoyment may not necessarily need to be a 'loud fun'; it could be a 'quiet pleasure'.
Keeping the streamlined age-group in mind, I was exploring different design approach that looks modern and more professional while balancing the fun, casual and playful elements. I thought to have chic lifestyle photography and utilise their branding colours could do the job.
In our usability test on the current site, many thought that FWD Insurance only provides travel insurance and they were unaware of what's unique about them because of the masthead banner's image and its ambiguous copy: 'Simple, Reliable, Direct'. We wanted an introduction to inform the user what is their U.S.P. as soon as they land on the home page. The statement should explain what their business does and how they could help the users.
Assuming users who already have a clear goal would proceed to 'Buy' or 'Claim' a product in the masthead banner, those who are still unsure if they should choose FWD Insurance will read more on the home page.
Currently, each country has its own design. You could only access to each country by searching them individually, or to enter their international website. Thus, we planned to standardise websites across the world.
Back in 2018, FWD Insurance was still facing credibility issues as they were relatively new in the Singapore market. According to our survey results, we found displaying awards and reviews on their site sound dubious to them. They were afraid that a company filters or fabricates to what is favourable to them in their site.
One of the essential features to add in the home page is a prominent and goal-oriented call-to-action to get the 2nd click. Whether they are prospective customers who are interested in the policies or existing customers who want to make their claims, both of the groups already knew what they wanted to do on the website.
'Destination' is another ambiguous field in the current site. You can only choose one of these options as your destination(s):
Some of the countries under ASEAN like Singapore, Indonesia, and Malaysia are also known as part of Asia. It could confuse and result in having an extra step to check if their destination(s) is/are in the correct category from this diagram.
There could also be a possibility of a user travelling to different categories (Eg. Myanmar and Italy), they would need to go through everything before they could conclude that they'd need to get 'Worldwide' excluding the USA.
Having no agent, and needing to purchase and claim insurance online have removed part of the human connection.
Having no middleman/agent is one of FWD Insurance's U.S.Ps. It helps their customers to save on their commission. However, most of our respondents in the usability test was concerned that there is nobody to consult and lack of confidence to choose the right plan for themselves.
In 1.5 week, we had to do more than just research and design; we needed to propose documents like project cost and the timeline for the mock pitch.
Our team dynamic helped us to complete the project more comfortably as our skill sets were diverse. Therefore we could split our duties according to our expertise. However, this was also the same reason why we are lacked to experience what was outside of our comfort zone.
One of the many things I learnt from this project and able to apply to future projects was that word of mouth and reviews were the most influential factors, regardless of how the businesses sell themselves.
Once again, copywriting and imagery proved to me that it could profoundly impact their users. For instance, despite FWD Insurance wrote 'Simple, Reliable, Direct - Insurance the way it should be', our testers told us that they did not realise that FWD Insurance has no agent or sell their insurance online.
If our team members are open, I would like to suggest us to divide our scopes into all areas, even if this could be challenging for us. At least all of us could gain experience and learn different things in every aspect.
Due to time and resources contraint, we worked on the insurance that is more likely to be purchased online - Travel Insurance. I would also like to explore and work on the insurances that are harder to sell it online - Life insurance.