Insurtech: UX strategy

UX strategies for trust


My role: Ux strategist and researcher

The challenge

Say Insurance is a young insurtech company in a field of established competitors. Say’s challenge is to develop and maintain essential trust in order to gain market share.

My process

Standing Out: Heuristic Evaluation

While Say’s site met many usability criteria, my evaluation found room for improvement on user control, consistency in the menu, and implementation of error prevention. Only one feature was ranked severely lacking: users were required to give their address before learning if they're out of area and unable to receive their insurance score. 

Building Trust: Competitive Analysis

In insurance, you don’t actually see the product being sold. Instead, the customer is purchasing security and peace-of-mind. I performed a competitive analysis on three direct and indirect competitors, plus three innovative companies from other industries. I used Peter Morville’s “honeycomb” of usability heuristics this time because of his consideration for credibility as a key heuristic. This helped me identify how Say could learn from and improve upon established player’s strategies.

Proof of insurance: Cognitive walkthrough

To learn how user-friendly the site might be for current customers, I performed a streamlined cognitive walkthrough on the process of obtaining proof insurance. researched Say's website using a heuristic evaluation, performed a competitive analysis of indirect, direct and innovative companies, and completed a streamlined cognitive walkthrough to find ways that the company could improve usability, a known credibility-booster. I then tested a key differentiator, the insurance score, in remote unmoderated interviews and a task-based survey.

Task-based survey and unmoderated testing

I paired qualitative research with quantitative data from users to get additional insight into what users were doing and why they were doing it. I tested the insurance score flow with three unmoderated user interviews with UserTesting and a task-based survey with over 70 screened participants with Loop 11. I combined analysis from additional academic research on building online trust, insights from the interviews, and quantitative data from task-based survey into a final presentation.


I compiled all of my key takeaways into a strategy for improving Say’s efforts at establishing trust in marketing efforts, acquisition experiences, and retention experiences. This work helped validate product roadmap priorities and inform future improvements. This work was performed as student in the MHCID program at UCI.