In the case of especially severe accidents cars can be deemed a “total loss,” meaning that it would cost more to repair the vehicle than it is worth. Typically, an adjuster at the insurance company calls the vehicle owner in an effort to explain the situation, and to encourage them to accept the money for their vehicle and settle the claim.
This manual method of calling customers to explain valuations and negotiate settlements is a substantial overhead cost to the insurance company. These companies believe a significant proportion of their customers would prefer to settle their claims online, thereby saving the company a considerable amount of money.
To create a Total Loss Claim Settlement Site that allows the vehicle owner to view the details of her total loss valuation and accept or reject the settlement amount.
The process of settling should be extremely transparent, accurate, and speedy, and many users would prefer to not have to speak to anyone on the phone.
Vicky will be accessing this online site via a link embedded in an email from her insurance company. The site will be browser-based and optimized for touch since Vicky is most likely to access the site from her tablet.
I focused my market research on the total loss claim settlement process to determine the most important information.
To learn what information was most important, I researched the process through Mitchell’s site and viewed the WorkCenter Total Loss Brochure. I also read articles on the settlement process from both insurance agency and user points of view.
I used the 2015 Toyota Corolla Brochure to learn more about the specific vehicle .
I interviewed a 25 year old girl who has been in a total loss accident before and has gone through the claims process. My goal for the interview was to learn about the emotions involved during this process, as well as about the process itself.
I was able to learn about some of the feelings and pain points a person may experience throughout the process.
I used this feedback to create an empathy map, a more complete persona for Vicky Owens, and a user journey for Vicky.
Persona - ViCKY OWENS
I created an empathy map in order to get a sense of what someone like Vicky might be feeling while going through the process of her total loss claim settlement.
To do this, I interviewed a 25 year old girl who totaled her car in the past 2 years and has recent exposure to the total loss claim settlement process.
I created this prototype using Sketch and InVision.
USER TESTING PLAN
In order to validate the usability and effectiveness of a product it is important to complete user testing.
1) Give users a card containing the important information they should be able to locate in the product, as well as the main tasks they should complete.
2) Ask the user to engage with the product, validate all of the information on the card, and complete the main tasks.
3) Observe the users’ flow throughout the product while completing the given tasks.
4) Count the amount of ‘clicks’ the user needs to complete the tasks.
5) Pinpoint the areas in which the user is getting stuck.
6) Ask the user questions about their overall experience and emotions while engaging with the product. Do not ask leading questions; give the user a platform to express how they really feel.
7) Analyze the results and feedback, iterate on the product design, and test some more.
I would also complete A/B testing during my user testing. In order to do this I would have users complete tasks using different versions of the product and see which designs and features are the most user friendly and effective.