GEICO
UX Design Intern | Summer 2023
During the summer of my junior year, I had the pleasure of working on GEICO's Telematics team to design a new product called "Try Before You Buy (TBYB)". I spearheaded the research process to provide a foundation and gain insight into developing a trial experience at GEICO. After conducting user research, I developed both low-fidelity and high-fidelity prototypes for the "Try Before You Buy" user experience.
Research
What is Telematics?
Telematics is an underwriting model that offers a personalized rate based on your driving. App technology tracks a customer's driving habits including braking, cornering, and phone handling. This provides a full picture of how, where, and when people drive.
Research
Telematics @ GEICO
DriveEasy is GEICO's existing telematics experience that gives customers a personalized rate based on their driving habits.
Introducing
Try Before You Buy (TBYB)
A way for new customers to try Telematics with no commitment! Introduces a unique process for potential customers to get an estimated insurance rate based on their driving habits.
Comparative Research
48% of customers surveyed by retail data firm Nazar say they returned an online purchase in the last year.
Amazon's Prime Wardrobe
Comparative Research
The brand has a net promoter score* of 91 (Apple is in the mid-70s).
*Net promoter score is a market research metric that is based on a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or service to a friend or colleague.
Warby Parker's Trial Program
Comparative Research
Ulta Beauty reported that consumer engagement for its GlamLab virtual try-on tool increased five times.
Ulta's GLAMlab
Competitive Research
Competitors in the Try Before You Buy Space
Lemonade
Branch
Allegory
Progressive
Competitive Research
Heuristic Evaluation
A heuristic evaluation is a method for identifying design problems in a user interface. Evaluators judge the design against a set of guidelines (called heuristics) that make systems easy to use.
Research Summary
Key Findings from the Competitive Research
Consistencies and qualities to consider or avoid when thinking about the Try Before You Buy experience.
Heuristic Evaluation
Visuals
Consistencies: Lots of visuals, branding, and marketing used to educate and attract customers on the telematics experience. Allegory’s UI had very good key components such as: gamification, consistent UI, and learning behavior.
Help and Support
Some major qualities apps lacked were user engagement, ways to exit a task, and descriptive instructions for new users.
Companies that were rated higher on the scale tended to have better usability factors (Lemonade & Allegory). Lower scoring companies lacked basic design principles.
User Research
Stakeholder Interviews
A conversation with a person who has a vested interest in a project with the goal of gathering insights to drive the project’s success. A moderator asks questions meant to shape the design process, define success metrics, and ultimately meet their expectations.
Transparency & Clear Incentives
Customer Acquisition
Education
Engagement
“Data collection does not impact negatively on the customer. Give customers control of their data and outcome of their insurance.”
“Opportunity to remain competitive with other companies. Gives customers an opportunity to customize their insurance rates.”
“Educate drivers about their flaws and will give us customers that are better drivers.”
“Insurance is boring. At the end of the day, people want to be protected in an affordable way.”
User Persona
Meet Adele!
Introducing
Adele
Adele enjoys outdoor activities and frequently embarks on road trips and weekend getaways. Drives a rugged SUV and seeks an insurance policy that accommodates their varying driving habits.
Frustrations
-
Doesn't drive often
-
Younger driver who lives in an area with bad drivers
-
Often given higher rates due to environmental and demographic factors
Needs & Goals
-
A policy customized to her driving habits
-
Cheaper rates so that she is protected at a low cost
User Journey
Adele's Customer Journey
Inspiration
Utilizing Dribbble & Behance
Prototype
Wireframe
High-Fidelity Solution
Design Solution
01
QR Sharing
QR sharing for in-person interactions
QR codes allow younger audiences to buy products through recommendations via friends and family.
02
Link Sharing
Link sharing for distant interactions
​
Link sharing allows customers to buy products through convenient messages via text, email, or social media.
03
Sign Up
1
Education
​
Educating the driver on how telematics and the TBYB program work to prevent confusion.
2
Transparency + Incentives
​
Clearly stating the program benefits and educating customers on good driving habits.
1
2
04
Sign Up
1
Data Privacy
​
Requiring the minimal amount of data needed from the customer to give them more control of their info.
2
Account Linking
​
Engaging the customer with an easy and convenient sign-up process to decrease complexity.
2
1
05
Sign Up
1
Engagement
​
Clear next steps to decrease confusion. Simple start process for an easy trial program.
1
06
Dashboard
1
Autonomy
​
Give users the choice to commit to buying from GEICO to increase user control.
1
Recommendations
Next Steps
1
Research
More Interviews
-
Learn from other stakeholders outside of Telematics
-
Gather more context and insight to better support the idea and concept
-
Gain better understanding of the TBYB experience
2
Testing
Concept Testing
-
Validate if the concept aligns with users' needs and preferences
-
Identify any concerns or barriers that may prevent users from participating in the program
-
Measure the level of interest and willingness to participate in the program
3
Testing
Usability Testing
-
Ensure that potential customers can easily and successfully use the TBYB experience
-
Identify any obstacles or challenges users may encounter and make informed design decisions
Impact
What I learned at GEICO
In my learning process, I gained insights into effectively utilizing available resources, implementing an end-to-end design approach, and integrating the company's design procedures.
01
I spearheaded the Try Before You Buy project, employing thorough user research to create comprehensive low-fidelity and high-fidelity prototypes.
02
The Try Before You Buy project has significantly impacted GEICO by enhancing the user experience. This has led to increased user engagement and satisfaction, aligning with GEICO's commitment to customer-centric innovation.
03
Check out my other work!
Genemod
Visio
