When I arrived at Fluo in 2018, it was a 4 years old insurtech startup specialized in car, loan and travel Insurances.
The first core of the mobile app was a credit card insurances detector : over the years they had built an impressive database and a technology able to tell you what insurances are already included in your credit card.
When I arrived, Fluo worked mostly BtoB for travel insurance and BtoC for loan and car insurances.
I was Head of Design at Fluo for 2 months.
The company had already worked with other designers in the past but it had always been occasional.
I was called to check all the existing interfaces (web and app) and improve them, to build an UX strategy and a consistent appealing UI design system.
How I worked
Step 1: Understanding
Before everything, I had to understand what Fluo really was, keeping in mind the next step of my process: building up a UX Strategy.
This first step of research was the most important for me, because I know that in general the more I research the easiest it will be to design a relevant solution later.
- I interviewed all Fluo collaborators to understand the role and the vision of each one of them: what did they think about the product, how did they work, what feedbacks did they have to share?
- I made a User Flow visualisation to help me knowing better and memorize all the current system of the mobile app.
- I made an Ergonomic Audit of the current mobile app and website, highlighting everything looked to me unclear, broken or clearly conflictual with basic ergonomic guidelines.
- I examined existing quality user feedbacks on Fluo: Play and App Store reviews, previous user tests driven by Fluo marketing team, feedbacks from customer service team.
- I made researches on UX best practices and studies in the insurance market and found plenty of interesting researches on user behaviors and expectations towards insurance companies.
- I benchmarked other insurance companies websites, directly or indirectly competitors of Fluo, both in France as well as in other European countries and in the United States.
Step 2: UX Strategy
I felt I had all the elements to start thinking about a UX Strategy and - as planned - the strategy came out very naturally as a result of the research phase.
I cannot reveal details of the strategy I suggested because of a confidentiality clause.
What I can tell about it is that I worked on a proposition value that matched both user needs with Fluo best potential, in order to build a really differentiating customer experience.
In this strategy, positive values and humanity valorization took a central role.
I did not really « invent » the proposition value from nothing: I essentially pulled it out, it already existed unconsciously in the mind of Fluo but it was amongst other thoughts and nobody really took the initiative to make It clear and spread it out loud.
The innovation I particularly cared about was more in the language and ton of voice and what I suggested was really quite different from what Fluo was doing before.
Step 3: Designing > Testing > Designing
Times and budgets dit not allow me to drive classic user tests so I had to arrange Guerrilla User Tests.
Since there was no time because a very special deadline had been set for particular reasons I won’t detail here, I had to do design and test also very quickly so I opted for iterative tests.
I fixed my objectives, wrote down my interview test guides with all details and arranged a 2-days test with 9 voluntaries.
Each test session, lasting 30 minutes, was structured in 3 steps:
1. Introduction and survey on behaviors and habits
2. Responsive website user test about understanding, use and appreciation
3. Mobile application user test about understanding, use and appreciation
In order to arrive as quickly as possible to a usable, relevant and attractive interface solution, these tests were iterative on small groups of 3 users:
- the 1st group tested 2 different versions of the website
- the 2nd group tested a « melted » version of the website (plus the mobile application) following the feedbacks of the 1st group
- the 3rd group tested a final version of the site and the application following the feedbacks of the 2nd group.
This iterative designing-testing procedure was very effective to obtain a final version of the interface quickly.
Step 4: Going online and measuring
We launched online quickly part of the new responsive website and of the new Android/IOS app.
Tags were applied on crucial steps of the flow to measure users interactions with the new interfaces, and the key-value were monitored to understand if users were going to understand and appreciate the job.
A PRM campaign was launched too, to increment the flow of users to the pages we wanted to monitor.
Results were very encouraging but this was just the beginning: in perfect Lean Startup UX style, now we had to start from the beginning and work it over and over, to obtain the perfect experience :)
Since Fluo was a start up, everybody was called to be multitasking.
In my case, I participated with initiative and enthusiasm to the marketing and communication plans, strategy and activities.
For example, I helped the team to conceive a Guerrilla campaign through Design Thinking techniques, or to gain new partnerships through effective design-oriented keynotes (Moonshot, Vente Privée, Mister Fly, Fortuneo Bank).