CASE STUDY
Disclaimer: All views expressed here are my own and do not necessarily reflect the views of the respective company. *Some of the details in this project may be vague to protect the client’s intellectual property.
YEAR
Mid 2023 - Jan 2024
MY ROLE
Product Designer
Design Audit
Competitors Research
User Testings
Conducting User Surveys
Wireframing (UX)
Prototyping
Set new look and feel tone
Set up new design system
Website & Mobile (UI)
Main Goals
01 Launch
Improving Bubblegum’s online presence by refreshing the current website and increasing active users.
03 Automate
Automate and explain crucial steps of the purchase process to reduce customer service requests e.g Claims / FAQs, and to free up time for the team.
Solution
A complete digital refresh reduced the redundant content while maintaining SEO performance and enhancing the overall user experience.
With a new and simplified visual style, the website encourages users to experience their journey by serving them the right information at the right time.
See before and after below–
Visual identity
Light and cool tones were chosen, paired with an expressive serif style to introduce modern and playful aspects, and to convey a calming and safe feeling. This design choice challenges the notion that insurance does not have to be always overly serious.
Identifying opportunities
To assess Bubblegum's strengths & weaknesses, my team divided research for competitor analysis on direct and indirect competitors.
Starting with a provided list of competitors, we were able to identify where Bubblegum is performing well and where it could improve when it comes to existing offerings and finding information.
Individually, I conducted an evaluation using Jakob Nielsen’s usability heuristics, identifying several UX/UI issues. Based on the insights collected so far, I created several mood boards and led design sessions with a diverse set of target users & stakeholders.
Feedback and concept validation
I helped to validate new design ideas and wireframes by testing with existing customers, new users and stakeholders.
🎉 Outcome
We achieved this final outcome by merging only the essential information with animated illustrations.
Small, yet significant things like micro animations, serve as an extension of the overall experience. Capturing the look and feel of Bubblegum and bringing it to life in the digital space. The refresh received lots of positive feedback as well as uncovered areas of future improvements:
A few other improvements include:
🎯 Impact
Post-implementation analytics revealed an overall improved CTR as measured within the first month. This demonstrated that the strategic design not only aligned with user preferences but also amplified user engagement and overall satisfaction.
Credits – Kudos to my team for all their help
Ariba (Product Lead), Sarah (UX Product Designer), Kerrhui (Creative Designer – for the awesome illustrations & animations you see here!), Nini (Content Writer), Charles & Saurabh (Product Managers), Tech build team, and more!