Umbrella Renewal Questionnaire (URQ)

Overview

A form that asks questions about your household and/or property that needs to be filled out annually to determine if your policy needs to be renewed or updated to provide you the best coverage.

Team

Alex Back (Innovation Director)
Samatha Blush (UX Researcher)
Zohair Hussain (me)

Role

Researcher & Designer

Timeframe

10 Months

Tools Used

Figma
Protopie
Miro
Jira
Datadog
Qualtrics
UserTesting
Dovetail

Skills

Interview
Survey
Analogies Analysis
User Testing
Wireframe
Prototype

Challenge

How might we streamline the Umbrella Renewal Questionnaire (URQ) process to ensure policyholders accurately and promptly complete their forms while minimizing manual workload and verification efforts for employees?

Part 1

Discover and understand users

This section is all about discovering and understanding the user's needs, goals, and pain points. We set ourself a few research goals before getting started.

Learn as much as possible about our potential users
Determine if and how I can leverage new technology and innovation

Survey

I sent out a user survey Google Forms and received 75 responses. Here is a summary of the average user’s characteristics:

Smartphones (35%) & Laptops (30%) are the most preferred devices.
Shorter forms win: 65% prefer 10 questions or less
Ease of use (30%) & short length (25%) are the biggest motivators.
Too many required fields (35%) & long forms (30%) make users quit.

Interview

We interviewed 7 participants to get a sense of their understanding of device preferred, types of forms usually filled out, form frustrations or challenges, and pre-filled data.

6 out of 7 participants preferred completing complex forms on desktop rather than mobile.
Participants usually fill out loans, jobs, or insurance applications forms.
Participants reported frustrating navigation, confusing questions, unclear instructions/error indication, and length forms as challenges.
5 participants preferred to save their information just incase of an uncertain emergencies.
All the participants preferred auto-filled form data.

Round 1: Paper User Testing

Tested the following paper URQ to understand Policyholders experience.

User Flow: Happy Path

Part 2

Design & Test

Round 2: Desktop Design Testing

Using the Standard Umbrella Paper Questionnaire, I was able to create the following designs below.

Brainstorming: Analogies Analysis

A/B TESTING

Version A (Step by step)

Version B (Scroll one-page)

Results

Version A (step by step)

Faster completion rate because users were verifying not re-entering information.
Less cognitive load since user can focus on one section at a time.
Guided experience using wayfinding at the top. Intuitive and easy to navigate.
Users were able to correct mistakes as they progress.
Mobile friendly.

Version B (scroll one page)

Faster for frequent & experienced users.
Too much information added cognitive load.
Ideal for short forms.
Less mobile friendly due to long scrolling form.