Creating a more flexible insurance purchase experience
Hedvig
UX & UI
2022
Context
Hedvig is a digital insurance company aiming to simplify how people understand and purchase insurance. The purchase flow is a critical moment in the product, requiring users to make important decisions.
Challenge
To create a web purchase experience with more flexibility and support for users
- To create a website that can accommodate multiple types of insurances in different markets.
- Offer more targeted support especially to inexperienced insurance buyers.
The key tension was balancing flexibility and options without overwhelming users during their decision-making process.
Methods Used
To gain better insight into user needs and behavior when purchasing insurance I used the following methods:
- Qualitative user interviews to better understand our target customers (primarily GenZ).
- Ideation and Prototyping various ways to help prospective insurance customers
- User testing the prototypes, gathering feedback, iterating.
Key User Insights
Some of the key user insights about
Inexperienced insurance buyers…
- They needed more support in which insurances to choose.
- Without proper information or help, they would just get the same insurance as their parents.
- The decision-making journey is not a linear journey; there are many things to consider and options to weight.
Final Design
Provided enhanced help to find the right insurance
- Directed users towards contact in the flow.
- Provided a quiz to help users find the right insurance(s) that suited them.
- Suggested complimentary insurances.
Final Design
Made it easier and quicker to compare price and insurance details
Removed long flow of questions to get a price - replaced with an inline form and leveraged BankId as much as possible to fill in data.
Creating a more flexible insurance purchase experience
Hedvig
UX & UI
2022
Context
Hedvig is a digital insurance company aiming to simplify how people understand and purchase insurance. The purchase flow is a critical moment in the product, requiring users to make important decisions.
Challenge
To create a web purchase experience with more flexibility and support for users
- To create a website that can accommodate multiple types of insurances in different markets.
- Offer more targeted support especially to inexperienced insurance buyers.
The key tension was balancing flexibility and options without overwhelming users during their decision-making process.
Methods Used
To gain better insight into user needs and behavior when purchasing insurance I used the following methods:
- Qualitative user interviews to better understand our target customers (primarily GenZ).
- Ideation and Prototyping various ways to help prospective insurance customers
- User testing the prototypes, gathering feedback, iterating.
Key User Insights
Some of the key user insights about
Inexperienced insurance buyers…
- They needed more support in which insurances to choose.
- Without proper information or help, they would just get the same insurance as their parents.
- The decision-making journey is not a linear journey; there are many things to consider and options to weight.
Final Design
Provided enhanced help to find the right insurance
- Directed users towards contact in the flow.
- Provided a quiz to help users find the right insurance(s) that suited them.
- Suggested complimentary insurances.
Final Design
Made it easier and quicker to compare price and insurance details
Removed long flow of questions to get a price - replaced with an inline form and leveraged BankId as much as possible to fill in data.
Final Design
Recommended bundles to help guide customers
Proactively give recommendations that help users choose insurances and reduce cognitive load and decision-making.
Outcome
The project resulted in a validated direction for introducing flexibility into Hedvig’s insurance purchase flow, balancing user control with regulatory and business constraints. The work helped align design and product on where flexibility added real value and where guidance was necessary.
While I was no longer a part of the team at launch, the concepts and principles developed during this project provided a foundation for implementation and future iteration, reducing the risk of overcomplicating a high-stakes user journey.
Creating a more flexible insurance purchase experience
Hedvig
UX & UI
2022
Context
Hedvig is a digital insurance company aiming to simplify how people understand and purchase insurance. The purchase flow is a critical moment in the product, requiring users to make important decisions.
Challenge
To create a web purchase experience with more flexibility and support for users
- To create a website that can accommodate multiple types of insurances in different markets.
- Offer more targeted support especially to inexperienced insurance buyers.
The key tension was balancing flexibility and options without overwhelming users during their decision-making process.
Methods Used
To gain better insight into user needs and behavior when purchasing insurance I used the following methods:
- Qualitative user interviews to better understand our target customers (primarily GenZ).
- Ideation and Prototyping various ways to help prospective insurance customers
- User testing the prototypes, gathering feedback, iterating.
Key User Insights
Some of the key user insights about
Inexperienced insurance buyers…
- They needed more support in which insurances to choose.
- Without proper information or help, they would just get the same insurance as their parents.
- The decision-making journey is not a linear journey; there are many things to consider and options to weight.
Final Design
Provided enhanced help to find the right insurance
- Directed users towards contact in the flow.
- Provided a quiz to help users find the right insurance(s) that suited them.
- Suggested complimentary insurances.
Final Design
Made it easier and quicker to compare price and insurance details
Removed long flow of questions to get a price - replaced with an inline form and leveraged BankId as much as possible to fill in data.
Final Design
Recommended bundles to help guide customers
Proactively give recommendations that help users choose insurances and reduce cognitive load and decision-making.
Outcome
The project resulted in a validated direction for introducing flexibility into Hedvig’s insurance purchase flow, balancing user control with regulatory and business constraints. The work helped align design and product on where flexibility added real value and where guidance was necessary.
While I was no longer a part of the team at launch, the concepts and principles developed during this project provided a foundation for implementation and future iteration, reducing the risk of overcomplicating a high-stakes user journey.