Nudging at the right places, and at the right moment.
The team believes in meeting customers where they are in their insurance journey. In the past sprints, we’ve used research to back up why this statement is valuable for bundling; we’ve figured out what are the stages during the journey. Now most importantly, we need to experiment and deliver the design that can show us how — by nudging at the right places, and at the right moment.
As the team officially reached the final sprint, we’ve balanced refining our designs with looking back at the progress we’ve made to tell a cohesive story. . Below, we will share several themes that we hold true and practice accordingly.
Effective nudging ( !== ) Hidden Dark Patterns
Customers are known to not have too much tolerance for advertisements — which is what our project is about conceptually. As designers, we should seek to prioritize non-intrusively nudging customers to bundle over tapping into exploiting the customer’s trust in the company. Will this hurt the customer relationship in the long run, even if it makes the marketing number look prettier in the short term? Will customers have negative feelings toward it?
Being mindful of the Dark Pattern traps — the team kept iterating and testing one of the major design components in this final sprint that is core to persuading customers to add on insurance policies: the visualization of user assets. Our team aims to deliver a design to the client that facilitates a sustainable way to grow.
Low to high-fidelity is a linear process == False
Yes, yes, our team is still sketching ideas at this point. Does it sound concerning to you as it should be a time to converge rather than diverge?
We believe that low-fidelity designs are great visual artifacts to communicate ideas to other visual and non-visual thinkers. For instance, annotating and sketching out an alternative idea during design critique, suggesting changes, etc. And it can happen on a whiteboard, on stickies, on random paper, or in zoom. Not confined by a specific process, we are doing whatever we see fit to improve our design.
test, test, TEST
As our final designs began to gradually form, we seized the opportunity to conduct another round of user testing to validate our concepts.
With CMU’s help, we conducted 12 testing sessions with participants recruited with geographical and social-economical diversity, aged from 30 to 63. From those sessions, we observed them interact with the prototype on their mobile devices and transcribed great quotes validating our insights or pushing us to take the design further. The platform is also robust enough to facilitate efficient testing synthesis and sharing. The team was surprised to receive high-quality and timely responses helping finish all the testing within two days of launching.
Also, the team triangulated the qualitative sessions with a survey distributed across 1,328 participants. We think such a mixed-method approach is best for design validation; hopefully, the result will be fruitful.
Final deliverables and on-site presentation big day are around the corner. Stay tuned for our grand finale!
