:: iOS & Android app design, UI/UX
The General wanted to redesign their current app to help elevate the customer experience as well as the brand experience by adding tangible functionality behind well-designed UX.
The current PhoneGap based app had very limited functionality and was not up to the standard of UX for their customers. Also, it did not deliver on the brand promise of "Making our customer's lives easier." We needed to provide a way for customers to easily submit a claim and also make a payment towards their premium.
USERS & AUDIENCE
The target users of the The General app are a mobile-first generation of younger (25-34), underbanked, non-standard insurance customers. The app usage rate for this group is extremely high, so creating a premium experience is important.
TEAM & ROLE
The overall project timeline was 16 weeks. My role as Creative Lead was mostly involved upfront to participate in the initial discovery workshop with the client, establish a new visual direction, and help ideate on the initial UX. The extended team included (1) additional Senior Art Director, (2) UX Designers, (1) iOS Engineer, (1) Android Engineer, and (1) Technical Architect.
We kicked off the project with a discovery workshop onsite. This allowed us to get a better understanding of the features and functionality requirements. We started with designing the biggest and most important feature; claims. Starting with claims allowed us to build a foundation for the other features.
USER INTERFACE DESIGN
The objective of the interface was to create a clean and simple UI that would allow the user to do what they need to do quickly and efficiently. Dealing with your insurance is often done under stress, so we wanted to make sure the experience was light and as painless as possible. Additionally, the visual design was refreshed from their current brand to apply a more modern and updated look.
A simple card gallery provides an overview of the features and process for submitting a claim.
Related documents are kept on hand for easy access. Users are able to share or print documents when needed.
The end result is an insurance app that provides an easy, simple user experience and will help customers submit claims faster, make payments easier, and keep returning to The General. Further, we've helped establish a modern visual direction for the future, while still adhering to the existing brand equity.