Hedvig
Challenges & Brief
Hedvig, the Nordic insurance firm, didn't have a way to sell new insurances inside the app, the member had to contact us through the chat to sign a new insurance. This creates two problems: Members don't see which are available insurances in the app; and that they are dependent on Hedvig’s customer service to buy a new insurance.
At the time of onboarding, Hedvig only offered home and accident insurance in the app in Sweden, but expressed plans of dropping more coverages in their line-up over the years. Given the context, how can they accommodate their insurances within the app so that members find it easy to know the importance of and buy more coverage? Furthermore, how can Hedvig assist them in doing the needful? These were pressing questions Hedvig was asking when they collaborated with Hyper Island.
Understanding & EmpathizingTo begin, we conducted a rapid research session of secondary sources. We spent two days getting a sense of Hedvig’s place within the landscape of insurance providers, particularly those catering to millenials. We conducted a competitive analysis comparing competitors’ strengths and weaknesses, as well as identifying where opportunities for Hedvig to differentiate itself might exist.
Next up was getting to know how people felt about the original app and of insurances in general. We crafted questions to ask participants about how they perceived insurance, and what motivates them to (or not to) purchase insurance.
Narrowing the Customer Base Next, we created synthesis tables to process the information gathered during our contextual inquiries. We looked for patterns, similarities, and contrasts in order to uncover insights from our observations and move towards identifying implicit user needs. We discovered three major underlying pattern clusters in the responses we got from all our subjects. These patterns can be summarized through the following three personas.
Rebrief & Strategy These patterns led us to extract and narrow down on three insights which eventually led us to a more specific brief, which became the foundation for our strategy.
Concept Cards Having a concrete strategy in place enabled us to test several ideas and iterate them multiple times. Towards the end of five weeks, we had a reimagined UX flow for the app which solved the three aspects of the brief in different ways at different places across their product.