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The property insurance member center offers services such as policy modification and claims application. However, it currently faces several issues with poor user experience. After evaluating the importance, I focused this redesign on the homepage and optimizing the navigation experience, proposing innovative solutions that can enhance corporate benefits while addressing user pain points.
This is a short-term project, during which I rapidly iterated multiple solutions through continuous communication with stakeholders and exchanges with senior designers.
Methods: Google Analytics, User Experience Evaluation, Stakeholder Report Review, User interviews
By analyzing previous data, I identified several existing issues with the current member center and prioritized the items for this redesign.
Some existing issues with the Cathay Century Insurance Member Center:
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With the only one month left, I evaluated the problems and decided to focus on adjusting the information architecture.
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Methods: Competitive analysis
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I reviewed 21 member centers, including 6 property insurance companies, and 15 other competitors, to gain insights for creating the most convenient and intuitive one.
What are the relationship between the official website(OW) and the Member Center(OC)?
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* Independent means two separate websites.
If integrated, what content should be featured on the homepage of the Member Center?
If integrated, how would the Member Center's navigation not conflict with the one in official website, especially on mobile devices?
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Methods: Brainstorming, Heuristic Evaluation, Wireframing, Usability Testing
Upon identifying a solution direction, I analyzed the product's market and user base, discussed with the design team, and proposed an optimal redesign plan.
According to the above research results, I proposed two integrated redesign ideas based on three points:
Redesign Idea 1
Navbar for Member Center: Yes, on the side
Navigation: More hierarchical, with the navbar.
Homepage type: Dashboard
Redesgin Idea 2
Navbar for Member Center: No.
Navigation: More linear, with breadcrumb navigation
Homepage type: List all functions
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1. Navbar considerations: What factors determine the necessity of a navbar?
Thinking process
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Conclusion
Although our product has a high number of mobile users, the limited number of services and the relatively simple website structure mean that a navbar is not really needed to enhance usability.
2. Homepage information restructuring: How to combine the advantages of two redesign ideas—customizing content to enhance usability while compensating for the absence of a navbar?
Thinking process
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Conclusion
As seen from the site map, by designing the homepage to be more customized and moving functions that originally required accessing level 2 pages up to the homepage based on user habits, I significantly simplified the structure of the website information and made the user flow more straightforward.
Problems needed to be addressed
Adjusting information architecture, including navigation experience improvement and member center homepage enhancement.
Redesign Goal
Crafting an navigation experience in our member center that is intuitive, streamlined, and user-oriented.
The goal of this redesign focuses on the member homepage and the overall redesign of the information architecture. The redesign of the subpages will be the next step.
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* In most cases, users will only have a small amount of insurance. Based on this, I designed an interactive section that engages users in a fun way to help them understand their insurance needs, while also increasing the company's revenue opportunities.
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Through this project, I learned the importance of accurately defining the problem. This not only made me think about how to create the most effective and impactful redesign plan within a limited time frame but also ensured that I stayed on the right track throughout the subsequent research/design activities.