MOBILE-FIRST RESPONSIVE WEBSITE

Pawsurance

OVERVIEW

Product: Mobile-first Responsive Website

Role: UX/UI Designer, UX Researcher, Creator

Tools: Figma, OptimalSort, Miro, Figjam, Loom

As a project for DesignLab’s UX Academy, we had to create our own end-to-end digital product backed by real research, user interviews, prototypes, and tests.

I created Pawsurance* - a website that helps educate pet owners about the wide variety of health care options for their pets. This website also has the data and tools to help pet owners select find best plan fit for them.

*Not a real, live website

DEFINE

PERSONAS

Based on the data and observations from the research, the Frugal Pet Parent and the Protective Pet Parent personas were created. These are the main users who would come to Pawsurance for help and find the best solutions for their pet’s health care.

SITEMAP

With the recurring themes in the user interviews plus the Card Sorting activity, I was able to map out the main categories pet parents want to learn more about. This sitemap is a framework of all the pages that will be available on the Pawsurance website and which topic belongs under which category.

FLOWS

After we created the personas and sitemap, we illustrated a happy path the the typical User Flow would follow within the website - which would be to reach the Questionnaire form.

Then, we created a the flow to help depict the fundamental task of completing the questionnaire.

TEST

USABILITY TESTS

Tasks Flows to Test

  1. Getting quote

  2. Signing up for insurance

  3. Which other pages are they interested in?

Success Metrics

  • 100% Task Completion - yes

  • No errors/roadblocks - yes

  • Positive feedback - yes

Feedback + Iterations

  1. Move “Add another pet” to earlier in the questionnaire

  2. Change homepage nav bar color as there is not enough contrast, logo gets lost in background

  3. Add back button during questionnaire

  4. Add testimonials/reviews because of insurance

  5. Add about page

  6. Contact us more prominent

  7. Add graphics regarding dogs/pets

  8. Add footer

  9. Make background light yellow so field forms have contrast

RESEARCH

USER INTERVIEWS

Objective: Learn what pet owners prioritize when it comes to their pet’s health, and gather current thoughts on pet insurance

Participants: 6 pet owners

  • Cat + Dog owners

  • Located across U.S.

  • Full-time employees

Format: 4 in-person, 2 via Zoom

Key Takeaways:

  • Insurance provides peace of mind

  • Huge variety of insurances

  • Researching insurance is not easy

  • Insurance was recommended by friends/family

  • Insurance is expensive

  • Insurance is not a necessity

COMPETITOR RESEARCH

PawlicyAdvisor, ASPCA, Nationwide

Advantages: Partnership with top insurance companies

Weaknesses: Does not have a partner that will provide insurance to animals with pre-existing conditions

Opportunities: Find a partner who will

CARD SORT

Objective: Understand how users would categorize the different cards (features) to help me organize the structure of a website

Tool: Optimal Workshop Open Card Sort

Key Groups:

  • My Account

  • Pet Care

  • Health Insurance

  • About Us

BACKGROUND

Over 94% of pet owners do not have health insurance for their pets. Pet parents are having a hard time finding where to start their research and figuring out the best path among the variety of options.

Learning about pet health insurance is daunting and overwhelming.

GOAL

Pawsurance provides comprehensive, digestible information about pet health insurance so that pet parents can learn and select the best health options for their pets.

DESIGN

PROTOTYPES

Through competitor analysis and data from the Sitemap, the initial Low-Fi desktop wireframes were drafted.

Then, the Mid-Fi mobile wireframes were created as a responsive mobile design. Some color was tested as well as the main goal: the questionnaire form.

UI COMPONENTS

Pawsurance’s brand values encompass health, clarity, care, and knowledge.

The bright, trustworthy, inviting colors were chosen to represent these ideals.

The typography was selected to provide a clear and merry feel to a dull topic like insurance.

CONCLUSION

The main challenge with creating Pawsurance was the opposing opinions of the personas and users.

1) The Frugal Pet Parent who is hesitant to move forward with pet insurance due to the high costs

2) The Protective Pet Parent who believes 100% in pet insurance - no questions asked

However, I found that the end goals were the same - to learn more about pet insurance options.

  • What did you learn from the process?

  • How can it inform the work you do in the future?

  • What could you have done differently?

  • What next steps would you take to further improve the project?

  • What other key takeaways should potential employers know about?

  • What are you most proud of?