Project 1
Discovery Research Overview 💡
Research Project: Micro-Insurance User Discovery
My Role: Lead UX Researcher
Project Goal: Evaluate opportunity for vehicle contents insurance protection
Research Goals:
Define “safety” from users’ perspective + assess current insurance practices
Identify what constitutes a “good” & “poor” parking location
Explore potential need/desire for vehicle contents insurance protection in UK & FR
Context & Background: Prior research among B2C & B2B customers had revealed potential need gap, notably in UK & FR for more robust car contents insurance when parking with PayByPhone.
Along with my stakeholders, we partnered with a major insurance carrier, aiming to better understand if their services might offer our users a solution to plug a potential need gap.
Methodological Approach:
Stage 1 - User Interviews (X=10): I moderated qualitative discoveries with strong focus on users’ POV of safety and security when parking. Car contents were less of a priority at this stage as we first needed to acrrately define “safety” prior to potentially improving it.
Stage 2 - Unmoderated Surveys (X=60): I launched a medium-sized survey, which confirmed Stage 1 findings in addition to providing additional insights around safety + car contents more specifically.
Time Frame: August & September 2023
Project 1
Discovery Research Analysis 🧠
Analysis Tools Employed:
Detailed Recruitment Quotas & Schedule: Crucial in the ever-changing Research landscape; accommodating user dropouts, varying time zones, specific task assignments i.e. note-taking.
Note Taking Sheet: Essential for capturing verbatim conversation; handled by fellow designers, AI, or myself while moderating at same time; ensuring complete data integrity across all analysis levels.
Team Participation: I encouraged project’s Lead PM and Designer to attend half of the sessions, enhancing data collection with diverse perspectives.
Initial Stakeholder Debrief: Conducted with the team prior to initiating my formal analysis; facilitated discussion of initial insights and potential key findings.
Analysis:
Affinity Mapping (Miro): Segmenting users by country, definition of “safety” & primary concerns i.e. convenience, cost, and current insurance preferences.
Emotional Trigger Analysis: Pinpointing significant emotional concerns related to parking and vehicle contents insurance, while discerning trends in both positive and negative feedback regarding potential insurance offerings.
Visual Data Representation: Highlighting consistencies between Stage 1 moderated (X=10) and Stage 2 unmoderated surveys (X=60), by use of visual graphs. Due to the qualitative nature of the research (X=70) it was essential to focus on trends rather than statistically significant figures.
Project 1
Discovery Research Growth 🚀
Key Conclusions:
Safety & Security: I found users prioritize general safety and the car body over car contents. Well-lit, secure locations with CCTV are crucial, especially women drivers returning alone at night.
UK vs. FR Users: While UK users imagined an insurance scheme as holistic coverage in the place of their current car insurance, FR users envisioned PBP insurance as an addition to their existing coverage.
Simplicity & Skepticism: While users appreciated the simplicity of adding insurance to their parking, they raised questions about pricing, coverage limits, and potential hidden costs, indicating notable skepticism.
Recommendations:
Concept & Price Study: I recommend conducting a detailed concept evaluation, including "fine print" specifics such as coverage details and monetary caps.
Willingness to Pay Study: Following above Concept Study, I recommended conducting a large-scale quant fieldwork to hone in on users' willingness to pay, preferred payment schedules, and perceptions of subscription-based vs pay-as-you-go.
User Journey Insights: In parallel, I underlined the importance of exploring users' interactions with current insurance providers to identify potential synergies with the PBP/Chubb partnership.
Personal Growth & Impact:
Direct Collaboration with New Partners: Working closely with Chubb Insurance allowed me to make direct and quick changes and tweaks without needing to go through PMs or Designers, enhancing the agility and responsiveness of our project.
Cross-Functional Collaboration: My collaboration with designers and product managers enriched research outcomes, integrating stakeholder insights into UX enhancements and strategic planning.
Business Goals Supported: The insights gathered aligned with business goals, enhancing revenue, user retention, and satisfaction.
