karen manhas axitect

UX Designer Karen Manhas discusses her UX portfolio for Axitect, an insurance startup company. She was enroled in our Beginner UX Design Course wherein she learned the fundamentals of UX Design. In her UX portfolio she explains the entire process of building and improving the app and the next steps thereafter.

Project: Axitect

Axitech is a start up looking to revolutionize the insurance claims industry. Their USP stems from using connected cars from manufacturers while orchestrating all parties involved in road collisions through creating sophisticated and useful services with the end user at the center. They aim to empower claimants to achieve a fair, meaningful resolution but, in doing so, avoid the bias, protraction and stagnation which too often accompanies insurance claims of many kinds.

Problem Statement

Having a car accident is stressful enough especially if it wasn’t your fault. What follows afterwards is a long journey of confusion, panic, questions, evidence gathering, putting the pieces together and reaching a peace of mind.

How might we inform the driver of what they need to do according to the situation they are in?

Scope of Work

The work for Axitech spans from user research to a mid-fidelity prototype. While the user interface was not the primary concern, the work can be broken up into 5 different phases:

  1.  Research: conducting user interviews
  2. Defining: affinity map, empathy map, customer journey map
  3. Designing: low-fidelity wireframes and mid-fidelity wireframes
  4. Testing: asking users to complete a set of tasks unmoderated
  5. Iterating: implementing insights from the testing phase

Research: User Interviews

Conducting user interviews helped understand what people do in an event of an accident. Everyone thinks differently and the goal of the user interviews was to delve deeper into this. 5 interviews were conducted with a criteria of:

  • Connected car owners
  • Connected car is brought brand new and is less than one year old
  • Accident occurred in the last 12 months

Affinity Map

From the user interviewers, it was clear what the pain points and opportunities for improvement were.

Key quotes, insights, challenges and concerns to name a few were captured.

It was insightful to see what control drivers had over the situation and what were their next steps after the car accident.

Empathy Map

From the user interviewers, one user was focused on to give an in-depth analysis.

The focus on this one user highlights in detail their thought process, helping to understand what experience they go through when an accident has occurred.

Customer Journey Map

The same user was used for the customer journey map. The use of the customer journey map provides perspective and clarity on how the user behaves at each stage along with the emotional high and lows.

MVP App Features

For the MVP app, the features are identified below:

  • Note section
  • Take photos
  • Upload photos from mobile phone
  • Live map view of recovery arrival
  • Generate a summary report
  • Step by step guide with users
    • Record accident details

Designing: Low-Fidelity Wireframes

The main learning from the defining phase was that users did not know what to do in an event of an accident.

Even more so, in different types of accidents such as minor, major or hit and run.

Creating a web app, where if the connected car was involved in an accident, an automatic message is sent to the driver informing them of their next steps.

The user is in control of the situation and the web app takes them through a step-by-step process.

Designing: Mid-Fidelity Wireframes

Task 1: User is notified of the accident

Task 2: User requests Recovery

Task 3: Accident Details are Captured

Task 4: My Vehicle Information Captured

Task 5 and 6: 3rd Party Information and Witness Information Captured

Task 7: Witness Information Captured

Task 8 and 9: Add extra Notes and Generate Report

Testing: Unmoderated

A prototype was created for unmoderated testing.

Using UserTesting, users were given the link to the prototype and were asked questions regarding how they would use the app in regard to their recent accident.

Users were asked to say their thoughts out loud and recommend any improvements.

PowerPoint Presentation

Users found the prototype to be:Something they would use in an accident

  • Clear instructions
  • Easy to capture accident details
  • Slight confusion over hit-and-run option as this may be classed as minor or major damage
  • Link provided by car company may be considered as spam if my maufacturer didn’t tell me during purchase of the vehicle

Iterating: Improvements

Improvements were made to the category classification.

During the second around of usability testing, the second set of users had confirmed what the first set of users had mentioned in terms of functionality and providing reassurance.

This shows that the app would be deemed as successful.

Next Steps:

Some other updates that would be considered:

  • Micro interactions
  • Change to a non web-based app – Create a desktop dashboard app

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