visiontau product discovery

The VisionTau App was developed to address the high insurance costs in Canada, particularly in Toronto, where premiums are among the most expensive in the country.

Product

Mobile App

My responsabilitys

Product Design Consultant, usability testing, UX Researcher

Year

2024

Sobre o projeto

Project Overview

The app aimed to analyze user driving behavior and reward safe driving with discounted insurance rates, making premiums more accessible while encouraging safer habits on the road.

Project target

The project focused on validating the concept's viability in the market and determining whether users would embrace the idea of behavior-based discounts.

Design process

The VisionTau App's product discovery process was designed to ensure a user-centered and evidence-based approach, leveraging diverse research methods to validate the concept and inform the design.

3. Interview with Potential Users

To better understand user preferences and priorities, we organized interview with potential users. These sessions helped us structure the app's features, ensuring an intuitive and user-friendly experience.

2. Expert Consultation

Following the desk research, we held several meetings with industry experts in insurance, driving safety, and data science.

1. Desk Research

We began by conducting extensive desk research to understand the context of high insurance premiums in Canada, especially in Toronto. This phase included analyzing market trends, user behavior studies, and existing competitors.

4. Prototyping

Based on the findings from the research and user sessions, we began prototyping using Figma. This phase involved designing low-fidelity wireframes that evolved into interactive prototypes.

Creating personas

and understanding users pain points

The new driver

Ekuwa Thompson

32 years, lives in Toronto CA her salary base is CAD30,000 per year and she have a bachelor degree in Business Administration.

Ekuwa is a cost-conscious, privacy-aware professional who values ease of use in technology. She seeks straightforward solutions that simplify her life and help her manage her expenses, particularly in reducing her high auto insurance costs. Any new product targeting Ekuwa should focus on affordability, simplicity, and privacy to meet her needs and preferences effectively.

The helpful broker

Alex Morgan

29 years, lives in Toronto CA her salary base is CAD55,000 per year, he have 4 years of experience in the insurance industry.

Alex began working as an insurance broker shortly after graduating from university. He works at a large insurance firm in Toronto, primarily handling young professionals and first-time drivers. Alex is tech-savvy and enthusiastic about using digital tools to streamline his workflow and improve client engagement.

Empathy map

To deepen the understanding of potential users, I created an empathy map based on initial user insights. This tool helped me capture users’ thoughts, feelings, needs, and pain points regarding insurance and driving habits.

User journey

or Where Our Product Fits in the User’s Existing Journey.

Before Commute

Actions

They check traffic and weather, aiming to avoid delays and ensure a smooth trip.

During the Commute

The driver navigates through traffic, adjusting speed and lane positions, especially if there are unexpected delays.

Thinking

I hope traffic isn’t bad today; I can’t afford to be late.

I need to stay focused and calm; traffic can be unpredictable.

Needs

Efficient and reliable navigation, with real-time traffic updates to find the fastest route.

Reliable navigation and traffic information.

Return Commute

The driver finishes their day and prepares to head home, sometimes feeling tired and eager for a smooth trip.

I’m ready to get home; hopefully, traffic isn’t too bad.

A route with minimal traffic, as well as amenities to make the drive home comfortable.

After trip

The driver parks their car, secures it for the night, and prepares for the next day’s commute.

I’m glad to be home. I’ll need to be organized for tomorrow’s drive.

A convenient parking spot, safe and easily accessible.

Prototype - VisionTau Game

The game was designed to simulate real-world driving scenarios, providing users with challenges that tested their decision-making and reflexes. Players could earn points, unlock achievements, and receive feedback on their virtual driving performance. These elements were tied to the app’s primary goal of analyzing driving behavior and encouraging users to adopt safer habits in real life.

Gamification Strategies:

Daily Micro-Reward

To keep users engaged, we implemented a system of small daily rewards for consistent participation. This included points for completing tasks, streak bonuses for logging in consecutively, and small incentives for achieving milestones.

These rewards maintained user motivation and encouraged regular interaction with the app.