CONTEXT AND GOAL
The current pet journey was developed several years ago and was plagued by usability issues and back-end bugs. The new version aimed to address these issues and enhance stability by incorporating components from the reliable internal design system, which had been successfully tested in other journeys.
To ensure the success of the journey, it was crucial to conduct thorough testing of the implemented changes. Testing the end-to-end journey provided valuable insights into how users navigate through the complete quote and buy process. By observing their behaviour and interactions, we were able to identify any potential pain points or areas for improvement. This approach allowed us to gather data and make informed recommendations to further enhance the journey for regular business operations.
Research | UX
CHALLENGES AND HYPOTHESIS
The challenge was to address customer understanding of our product and what is covered within the tiers. Our focus is on simplifying insurance coverage information. We aim to make it easier for customers to comprehend exactly what they are covered for, enhancing their clarity and confidence.
Clear documentation of previous promotional code setups is paramount. We intend to ensure that customers encounter no confusion while utilising promotional codes during their transactions.
Our goal is to enhance awareness across our team regarding project interdependencies and their potential impacts. This heightened awareness will lead to more efficient project execution. John Lewis will have access to a unique product range featuring three tiers of premier offerings. This variety ensures tailored solutions for diverse customer needs. The plan to introduce strategic brand moments at crucial touchpoints, fostering a stronger connection between customers and our brand.
Our approach involves replicating existing live content while infusing new, relevant content. This mix will ensure that customers access comprehensive and up-to-date information. Adherence to regulations, including the Insurance Distribution Directive (IDD), is a fundamental commitment. We will ensure that our operations align meticulously with regulatory standards.
Our strategies encompass these critical aspects, ensuring an enriched experience for our customers while maintaining regulatory compliance and operational excellence.
UX WORKSHOPS
The John Lewis Day 2 venture encapsulates a pursuit for perfection through refining the EVO release of 2021. This engagement is characterised by a meticulous focus on enhancing the details capture page and the quote summary, with an aim to introduce a new product, revolutionize excess offerings, and tailor the experience for each customer.
The crux of this endeavour revolved around achieving a harmonious union of intricate elements. The primary challenge was to amplify the user engagement and satisfaction through an elevated interface. This endeavor demanded careful attention to detail, seamlessly accommodating the requirements from various stakeholders, including Regulations, Underwriting, Product, and the esteemed John Lewis team.
The journey embraced a comprehensive exploration of the revised excess section, a pivotal step dictated by the insights from Regulations, Underwriting, Product, and John Lewis.
This phase was marked by an intensive testing regimen, allowing us to refine and shape our design in response to user behaviors and preferences.
Leveraging the power of Figma, we brought our vision to life through a high-fidelity clickable prototype. This intricate digital prototype served as the canvas for unmoderated user testing, providing an immersive experience for participants. To resonate with the diverse user base, we ensured that our prototype was optimised for mobile usage, recognising the prevalence of on-the-go interactions.
CHALLENGES AND OUTCOMES
The design journey for the John Lewis Day 2 project ventured into a phase of user testing, revealing a profound narrative of growth and understanding. While the initial round of testing yielded results that fell short of expectations across both desktop and mobile platforms, these outcomes served as catalysts for a more refined and impactful design evolution.
In the spirit of collaboration, our recommendations are poised to be unveiled before the discerning eyes of the "pet tribe." This engagement was a testament to our commitment to crafting designs that align with user preferences and aspirations. By inviting feedback, the design team (UX/UI/Content designers) aimed not only to understand the landscape of potential adjustments but to also ensure that our designs resonate harmoniously with the needs of our users.
The journey toward design excellence is one of constant evolution and the design team anticipated the initiation of further moderated testing. This phase unfolded upon the culmination of UI design for the full journey, embodying our dedication to a holistic design approach. The resolve to address any identified ambers raised in prior testing remained unwavering, with our focus firmly set on achieving measurable improvements.
To ensure these improvements come to fruition, the methodology embraced the creation of targeted scenarios. This approach meticulously hones in on pain points, with a particular emphasis on the Co-payment aspect. By dissecting these challenges through scenario exploration, we cultivated solutions that breathe life into user interactions, ensuring that each touchpoint aligns seamlessly with user expectations.