A new car insurance
This is the story of how we helped peruvian car owners to protect what they value
My Role
I was part of the beacon team responsible for the experience strategy and design for the company's new product: car insurance. I participated in research and visual design producing all major deliverables and presenting these to the client between May 2018 and October 2018. I worked alongside a fullstack developer who focused on bringing our website to life.
The Challenge
Accelerator 2.0 was an initiative by La Victoria Lab which provided Intercorp companies an environment to transform and innovate, working side by side with IDEO residents in Peru. It had three different beacons in charge of designing new products. One of these products was car insurance.
Here we are so... what do we build?
Our client approached the accelerator with a primary objective: to help them design a car insurance experience beyond their competitors. We were tasked to deliver an alpha version of the product within six months, so they could further escalate and develop it once the accelerator was over.
The Process
To define how to approach the challenge, we started with our users. We talked to different groups of car owners: people that were insured at the time, people that used to have private car insurance but decided to stop renewing their policies, people new to car insurance and people with a long history in the matter.
The Discovery: "I need to protect my car in a way I can afford and trust"
After conducting 5 weeks of research we had come across some valuable insights that would be the foundations of our product: although car owners considered having car insurance was important, they saw it as a very complicated world. It was full of terminology they didn’t understand, every process involved annoying paperwork that was inevitable and it was expensive, even considered to be a luxury.
To differentiate ourselves in a highly price sensitive market, we needed to define a product that could solve those issues. We were thrilled by the opportunity to create something more meaningful.
The approach: affordable and hassle free car insurance
We started developing prototypes in different levels of fidelity to explore solutions and shape things up, with our goal in mind: support car ownership experience by protecting it with an affordable and hassle free car insurance.
We decided on a landing page to communicate our approach and to build a simple buying process that would allow car owners to insure their cars digitally, no paperwork in the way.
The refinement: the birth of "salva"
After weeks of iteration, we worked on developing a joyful brand personality that would express to our users that we speak the same language and that we were allies in protecting their cars.
Reflections
Being part of this project allowed me to dive into IDEO’s principles and work with a multidisciplinary team of wonderful people. I believe I’m better embracing ambiguity and focus on shipping things faster. It may sound silly for some people, but I even apply design thinking in many personal aspects of my life now. It was indeed a life changing experience and I will be forever grateful for it.