The Brief
In 2016, Youi Insurance chose to introduce a loyalty program to their general insurance customers to:
- Increase customer engagement with a product that typically has minimal engagement until a claim is made.
- Reduce churn during renewals.
- Encourage multiple policies to obtain more rewards.
- Promote customer loyalty
The brief for this project was to deliver a customer loyalty program from a broad range of offer partners.
Project Summary
ROLE | Lead UX Designer
PROJECT | New Mobile App MVP
DURATION | 6 months
RESPONSIBILITIES | Discovery, requirements gathering, user research, wireframing, screen flows, UI design
STAKEHOLDERS | Inhouse IT Development, Marketing, QA Team
TARGET USERS | Youi General Insurance Customers.
TOOLKIT | Balsamiq, Axure RP, Photoshop, Illustrator, JIRA, Confluence, ProtoSee.
Discovery
Review of negative customer feedback from the Youi Wall highlighted that the majority of customer complaints could have been avoided if they had more engagement with Youi and kept their policy details up to date. This validated the need for increasing customer engagement.
User interviews were conducted initially to determine:
- How customers would perceive a rewards program with an insurance company.
- Technical proficiencies.
- Context of use of current rewards programs.
- A stronger preference for mobile app over web app delivery of a rewards program owing to a context of use. (e.g. I want to redeem my reward while I am at the store).
- Customers only find rewards programs valuable if they know how they can earn and redeem their rewards points easily.
- Most customers were comfortable with using mobile apps. There were some participants who preferred to use a phone only for phone calls rather than using apps.
Initial problems to solve that were highlighted during the discovery phase included:
- How customers earned and redeemed rewards.
- Clear display of a variety of offers from disparate providers.
- Searching for relevant offers within an app.
Design
Whilst there was an excellent opportunity to add additional features such as Roadside Assist, Make a Claim or Policy Self Serve the mobile app, the first phase of the Youi Rewards project focused on the Rewards program only. Monitoring post launch MVP was focused on adoption rates of the Rewards Program before adding additional features to the app.
The initial MVP launch of the Youi Rewards App included:
- Registration and Login
- Linking a Youi Policy to earn “Youi Dollars” (rewards points)
- Rewards Redemption Flow consisting of:
- List of Offers
- Search for an Offer
- View full Offer
- Purchase Offer with “Youi Dollars” to collect a Discount Voucher.
- Discount Vouchers Wallet Flow consisting of:
- List of Vouchers
- Redeem a Voucher
- Youi Dollars Balance View – Earned vs Spent Youi Dollars.
- My Policies List for Customers to view the polices linked to their Rewards Account.
Screen flow maps and wireframes were used extensively to iterate on and guerilla test screen concepts. Screen designs for Linking Policies, Rewards Redemption and Discount Vouchers were iterated 3-4 times to account for technology constraints. Screens were then converted to high fidelity designs in tested on a mobile device using ProtoSee.
Key Deliverables
Key deliverables for this project included:
- User Interviews
- Empathy Mapping
- User Personas
- Screen flow maps
- Lo Fidelity wireframes
- High Fidelity Screens
Outcome
The initial MVP was a challenging project with technology and concept challenges. Once released the app did achieve reasonable adoption which lead to iterative sprints to further improve the App for Youi customers. The Youi Rewards App is still in use by customers today.
