Liro
Timeline
2022
My role
Product Designer
My Service
User Flows
UX / High-fidelity Wireframes
User Interface & Visual Style
Interaction Design
Design System
Efficient sport insurance app
Liro is a versatile mobile app with extensive functionality that helps people purchase sport insurance and live more adventurously.
I worked with a product team to design the product from idea to high-fidelity prototype. This involved research, user testing, multiple design iterations and collaboration with engineering team.
Challenge
There aren't many insurance apps that provide easy way to acquire sport insurance for people who participate in risky physical activities and don’t have a user friendly way to evaluate and purchase insurance. The main goal was to deliver the app that solves these problems by providing on-the-go insurance to streamline the purchase & claims process for sport insurance.
Research
To verify our hypothesis and due to limited resources, I decided to conduct an online survey to understand user pain points. I developed my own screener and identified several Facebook sport-related groups where I can reach the target users.
Research conclusion: “People want an easy way to buy and manage insurance which really benefits them.”
Insights
People shared their biggest pain of purchasing insurance was not knowing what’s covered vs not covered as part of sport insurance. The finding leads to our future iteration which includes different tabs explaining both the covered and uncovered circumstances.
Another insight was that users expressed a desire for the app to consider their entire journey of sports activities. They provided feedback that the app should include local information like weather, food and activities nearby the venues.
These insights presented an opportunity for Liro to be a more integrated experience that goes beyond just insurance.
Prototype
After the survey, PM and I brainstormed product features, including how to present the insurance options, how to provide customer services, and some interesting functions aiming to keep users on the app and differentiate the product from competitors.
Since it is a consumer-facing app, we want to involve user insights as early as possible. So before diving into developing the complete user flow for all the features, I decided to create a basic prototype (as simple as just showing the basic features), bring it to potential users and interview them to gather first-hand insights for future iteration.
User journey
Liro is positioned as a lifestyle app that also sells insurance for related sport activities.
I looked at travel agency user journeys and the conventional insurance purchase process because no other app combines these various experiences into one.
User flow
User feedback informed me that Liro can be a “more attractive” app if positioned as a lifestyle app which happens to sell insurance for related activities seamlessly.
Because no other app integrates these different experiences in one, I analyzed the user journeys of travel agencies and the traditional insurance purchase process.
Insights:
– Instead of asking the user to select sports first, location service data is used to identify user desired sport right now.
– Allow users to make changes after displaying the quote/price.
Wireframe
After deciding the user flow, I drew on paper to wireframes the major features in the user flow. I switched to Figma to create high-fidelity screens after the process.
– Onboarding
– Homepage
– Insurance quote
– Chat
Onboarding
The onboarding process for new users will have two phases:
Before Login:
I designed to use three screens to introduce what Liro is. The images on the screens will be redesigned in the future. Now I am testing whether the messages are clear enough.
After Login:
Favorite sports, social media, and basic information required for insurance purchasing are the key information we want from users, so I designed to collect them after creating account, while before accessing the homepage.
Homepage
I designed multiple iterations for the homepage, starting from a version that focused just on insurance, and finally landed on another version that included local information. After discussions, we decided to keep the insurance info on top of local info, because purchasing insurance is the core feature of the app, and use the horizontally scrolling for the activities and food nearby.
Conclusion after testing: The insurance features should not be overshadowed by local information, although the latter “make the insurance not so boring” (user quote). It also needs to be indicated that there are multiple sport options available.
Quote Experience
In the first prototype, I placed the price, coverage and service information all on one page. However, users found this to be too confusing. Additionally, users told us they also wanted to know what’s covered and not covered, as well as the ability to adjust price.
To address those concerns, I changed the layout and some details of the “quote” screens:
– Show the price per day instead of in total, and allow them to adjust the price because users are price sensitive.
– Use slides to show the coverage & max benefit amount, which are what users care the most when purchasing insurance. The benefit of using slide is users stay at the same place but still getting more information needed.
– The “pay button” is placed and sticked to the bottom tab bar, which is more noticeable and easy-to-use.
– Use tab to separate and show what are covered, uncovered, and services users are receiving.
Chat
Stakeholder and I decided to add chat for following cases:
– Answer customer questions before and during purchasing process so that customer would have comprehensive information.
– Assist with the submission of claims for all insured events
Next steps
& intermediate impact
– The app is going to support 20+ sport schools in the US.
– Stakeholder is successful in obtaining 6-figure investment for expansion.
I'd like to do more design iterations and user testings to discover possible issues and space for improvement. Additionally, I'd conduct A/B tests on a few pages, including the homepage, chat and quote pages.
Although there is progress being made, experience design in the insurance sector still has a long way to go. It's exciting to work on options that involve and inform users, ultimately assisting them in achieving peace of mind while engaging in sports.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.