Targeted support for key phases
Customer research and testing for a new digital insurance experience
- Client: International insurance company
- Timeline: January 2025 - January 2026
- Role: UX researcher
- Scope: Research planning, recruitment, IDIs, usability tests
- Deliverables: Actionable report, stakeholder presentation
- Lenguages: German, English
TL;DR
Challenge
The team needed to test a new mobile insurance flow, and validate assumptions around user awareness and decision behavior.
Approach
I ran pre-test interviews and moderated usability tests with real scenarios.
Insight
Revealed confusion around CTA labels and uncovered unmet expectations around quotes vs. recommendations.
Impact
Supported iterative design changes and alignment across agency and internal teams — based on clear user evidence.
In more detail
Context
A major European insurer was preparing to launch a new mobile flow for its car insurance journey. The design was already polished, but hadn’t yet been tested with real users.
Internally, the team assumed users fell neatly into “aware” and “unaware” segments — but they lacked evidence. They needed fast, focused research to validate their thinking and uncover potential friction points.
Approach
I worked independently but closely with the design team.
My contributions included:
- Conducting pre-test interviews to understand users’ prior experience and expectations.
- Moderating usability sessions with real-life scenarios.
- Evaluating the recommendation flow and how users interpreted CTA labels.
- Integrating competitor context into both script design and synthesis.
- Shaping insight storytelling across agency and client teams for better alignment.
Outcome
- Confirmed that users misunderstood the “recommendation” as it didn’t read as a quote.
- Identified confusion caused by having two primary CTAs on the home screen.
- Debunked the internal “aware vs. unaware” user segmentation with none self-identifying as unaware.
- Delivered insight slides that helped align teams and guide design iteration.
Reflection
This project was a reminder that polish doesn’t equal usability. Real user behavior often challenges internal assumptions — and surfacing those insights takes not just speed, but diplomacy and clarity. The outcome? Sharper decisions and stronger alignment.
It also reinforced how much clarity fast, focused research can bring to a moving product.
Visuals
Check out my other projects
Creating personas and customer journeys for a new online skincare brand
End-to-end experience & service design
Not sure what you need
Understanding your users, testing ideas, strategic guidance — it’s all on the table. Let’s talk and see what fits.
Let’s connect?
Whether you just want to say hi, need someone to jump into a specific phase, or are thinking about a bigger project — feel free to reach out.
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