RSA Insurance Pet Account Area
Client
RSA Insurance
Year
2023 – 2024
Role
UI Designer
Tools
Figma
Key Responsibilities
Multi-Branded Approach
Designed a flexible user interface that catered to multiple brands (MoreThan, Tesco, and John Lewis), ensuring a unified yet brand-specific experience.
Collaborative Design
Worked closely with content and UX designers to understand the motor insurance account architecture, identify user pain points, and enhance the pet insurance customer journey.
Distinct User Needs
Recognised and addressed the significant differences between motor and pet insurance, notably the shift from supporting multiple cars to managing single and multi-pet policies. As the content designer put it: 'cars and pets both purr but that's where the similarities end.' I developed a new UI to effectively support and manage multiple pets within a single account.
Systems Integration
Partnered with a 3rd party development team to assess and address the current limitations of our systems. This involved detailed discussions and troubleshooting to ensure the new design could be seamlessly integrated with existing technologies.
Addressing Call Centre Strain
A significant driver behind the creation of the new account area for pet insurance was to alleviate the pressure on our call centre staff. Previously, a substantial number of calls were received from customers requesting policy documents. To address this, we designed the account area to prominently feature these documents. By placing them front and centre on the main page, we enabled customers to access their policy information quickly and independently, reducing the volume of calls and streamlining customer service operations.
Handling Long Pet Names
One amusing challenge we faced was designing a truncation system for accordion sections. Believe it or not, some pet names can be quite extravagant — like "Captain Fluffernutter Thunderpaws"! Managing such whimsical names, especially in policies with more than three pets, required a thoughtful truncation solution. I worked closely with the development team to create a process that could handle these delightful but lengthy names without compromising the user interface.
Achievements
Designed and implemented a user account area that successfully catered to the needs of MoreThan, Tesco, and John Lewis pet insurance customers, maintaining brand consistency and enhancing user experience. Developed a user interface that addressed the unique requirements of managing multiple pets, moving beyond the motor insurance model and improving functionality for pet insurance customers. Overcame system limitations in partnership with a 3rd party development team, ensuring a smooth and scalable integration of the new design.
