Challenge: Map user needs, preferences and expectations when shopping for insurance online, and identify appropriate opportunities for cross-selling products while keeping the user experience simple and streamlined.
Process: Our team worked collaboratively with an external research agency to explore the do’s and don’ts of online cross-selling through 22 in-depth, in-home interviews. To explore the context of e-commerce shopping/cross-sell, participants created photo collages of their ideal online shopping experience and shared personal stories from shopping on websites with parallel shopping flows (e.g., booking travel.) Throughout the process, we worked with the internal design team to mock-up preliminary wireframes and scenarios to get additional user feedback on the experience.
Outcome: The study provided important insights for the future design, content and flow of the company's online shopping experience, and a set of design principles for the website and mobile app.
My role: Research design, project management, recruiting, vendor management, data analysis, internal project liaison, results