Insurance, Finance, Health
The client is a leading provider of medical indemnity insure to doctors, medical students, specialists and practices. As part of its product expansion into non-medical products, their existing website needed to be re-architected to suit their key persona segments. It was critical that doctors be given the ability to easily view and update their policies on mobile devices.
What we did
The Avant Mutual website represents the public face for a number of groups within the organisation. Several key stakeholders had specific requirements for what they wanted to achieve from the new design as well as assumptions about where the current design needed to improve. Prior to the collation of stakeholder requirements, it was critical that before any redesign of the existing site commenced, the current site was tested for usability (and feasibility) with the site’s key audience… doctors. This would allow for the correct customer-centric platform to be established and given the highest priority.
Combining usability testing with generative research
To make best use out of the time and investment for recruiting doctors for the testing sessions, doctors were also interviewed about their general computing behaviours, insurance policy goals, attitudes and maintenance preferences.
A usability testing findings and recommendations report was compiled and presented to the key project stakeholders. This provided an objective and customer-centric artefact that ensured stakeholders focused on key doctor objectives and the usability issues that were found.
Information architecture and card sorting
Based on a content audit of the existing website, as well as new content requirements that emerged from doctors research, an information architecture and content strategy for the new site design was drafted. This strategy included a user-centred navigation system that catered for key doctor personas at various life stages in their careers. The proposed navigation was aided by a large card sorting exercise which identified the language that doctors use to describe and group the site’s content.
The findings from the card sorting (i.e. how doctors label and group indemnity insurance content and functionality) guided the design of a new navigation system which was tested using a findability or tree study. This enabled Expiriti’s designers to draft and test the site’s new navigation before designing a single screen.
Interaction design and clickable wireframe prototype
The next stage involved designing a semi-functional greyscale prototype of the new site. The new website needed to be responsive for tablet and smartphone screen sizes.
Using our interactive prototyping tool-of-choice, Axure RP, our designers ensured that all pages were optimised for both acquisition and customer conversion as well as retention and engagement of existing customers.
Formative usability testing
The clickable prototype was formatively usability tested. Formative testing involves recruiting and testing with smaller groups of respondents at a time, and then making iterative changes to the design before testing with the next small group.
Visual / UI Design
Visual design was the final stage in the process once all of the usability testing and iterations were complete.
Using our UI tool-of-choice, Sketch app, the final brand’s colour, typography, imagery and texture was applied to the finished product.
Following the successful UX research, design and testing of the new site, Avant was equipped to technically plan, implement and launch their new offering in strategic phases. We thoroughly enjoyed working with the Avant team on such a critical project.