The Brief

United Insurance Company (Unico) asked us to design a digital ecosystem for selling their 12 insurance products online. ____

Client:United Insurance Company


My Role:Service Design & UX Lead

Skills:Stakeholder Management, User Research, Ideation, Product Design, UX Writing, Wireframing & Prototyping, Interaction Design, Usability Testing




The Challenge

This project was challenging on many levels. Buying insurance online was something completely new for Turkish users. It also requires a long and complex buying process. ____

In 2015, Turkish consumers were still used to buying their insurance policies via Insurance Agents. We had to make sure that, this service makes insurance buying journey easier and faster than doing it in conventional ways. On the other hand, products like Vehicle and Home Insurance requires excessive information from users, so we had to find the easiest and simplest ways to get this information from customers.

My personal challenge was getting to know the insurance industry. Overall, I spent more than 6 weeks to discover, analyze and understand insurance ecosystem. Otherwise, I wouldn't be able to oversee the product as a whole. If you're designing for complex sectors like insurance, you have to get familiar with every persona, every possible user scenario, and even the insurance code. That's how I discovered opportunities, barriers and limitations of Turkish insurance ecosystem. Once I understood the bigger picture, I was ready to translate this physical journey into a digital one.

"We had to make sure that, this service makes insurance buying journey easier and faster than doing it in conventional ways."

Research & Ideation

The client provided their in-house research. I teamed up with client side project team to find the right problems to focus on and a UX strategy for solving these problems in the best way possible. ____

Research findings were indicating that although people used to buy their insurance from agents, they're not completely happy with their buying journey. Even if they know their agent for years, they are not always sure that they're getting the best offer. Most of the users were positive about buying insurance online but the amount of personal information they have to give was a big barrier.

It turned out that, they also feel left out after purchase, especially in the case of emergency and during insurance claims process. They wanted to feel supported and get properly informed. Last but not least, They want to perform all of their insurance needs fast and easy. I led workshops with the client-side project team to decide which problems to focus on and define a UX strategy for solving these problems in the best way possible.

Problems to Solve
- Simplifying online insurance buying and claims experience
- An Omnichannel customer experience.
- A transparent, informative and trustworthy user journey
- Assistance after purchase via mobile tools and services.

UX Process

Defining a UX Strategy to simplify online insurance buying and claims experience. ____


I knew from research that almost half of insurance customers start their journey on mobile but finish it in the physical world with insurance agents. By simplifying online insurance buying from mobile, we could have easily migrated their entire journey and micro-moments to the digital. So, I designed all flows and features with a mobile-first mindset.


The biggest barrier for simplifying online insurance buying experience was the amount of information we have to get from customers. Meaning, lots of forms and tasks to complete successfully. We were targeting a demography of a diverse socio-economical population. I wanted to make sure that even the hardest tasks should be easily completed by below the average users and used one-task-at-a-time design approach.


Some companies overlook the lack of human warmth while digitizing their services. Although they don't fully trust insurance agents, users claimed that they like the feeling of being guided, informed, not left out in a complex buying process. I designed informative and guiding user flows with a UI that talks to users in order to fill this emotional gap.


"By simplifying online insurance buying from mobile,
we could have easily migrated their entire journey and micro-moments to the digital."


We had to collect a huge amount of information from users via forms. What would be the best way to simplify this process? A single long form? A conversational form? or should we go with the progressive disclosure technique?

I designed low-fi prototypes for all approaches and used guerilla testing for usability. Single forms seem fast to complete at first but actually had very low task completion rates. Conversational forms were new and alien to our targeting audience and it turned out that they didn't work efficiently for longer forms.

Progressive disclosure technique was the most time-consuming approach for users but had very high task-completion rates. Besides, it was easy to inform and guide users step by step with this technique. So I decided to split this long process into small digestible parts and used progressive disclosure for all forms (12 different forms for different products). I also made sure that it's easy for returning users to continue where they left if they abandon buying process.


In brief, Unico's spot-on business strategy was building an Omnichannel Customer Experience. We were designing a digital sales channel for digitizing insurance buying experience, but we were also obliged to connect all sales channels. Thus, users would be able to shape their own buying journey as they see fit. There were lots of scenarios they can follow depending on their insurance needs. They could start and finish their entire buying journey online. Or, They could start online, switch to call center for asking some details and finish their buying journey with a Unico Agent in the physical world.

In order to make this cross-channel experience possible we designed many entry and exit points in our service to seamlessly connect it with other channels.


Insurance policies are in fact complex products with heavy information. I legally had to show most of this heavy information even if it's not useful for users. I used card-based approach for this problem. Personally, I think card-based content organization approach is one of the best solutions for content heavy user interfaces.


Once we designed everything around the core interactions, then I focused on designing secondary features of the product. Secondary features were targeting services useful after purchasing insurance policies. I had to design for a diverse set of features like tracking claim progress, auto-renewals, credit-card registration, or finding nearest Unico auto repair shop.

I didn't want users to get lost in a multi-hierarchical navigation trying to reach these features. Instead, I kept my card-based content organization approach and designed a dashboard where users can see the bigger picture of their insurance status at a glance and easily reach the tools they need.


Independent insurance agents revolt! ____

Few months before MVP launch, we had a problem with independent agents. The root of the problem was neglecting and mispositioning those agents in the business strategy and eventually, in the UX Strategy. They take Unico's move as a rivalry.

Together with the client-side project team, we worked on a solution and developed a secondary service for independent agents which helps them penetrate Unico's ecosystem. A service that they can digitize their own business and sell insurance online through Unico. It worked. They liked it and gave us the green light.


After UX design process, together with the Head of Design, I oversaw and led UI design process.

Results & Impact

Unico became the second insurance company with its own portfolio and digital sales channel generating 12M yearly sales turnover within the first 10 months after launch.

Unico also won second Runner-up for Best Insurance Service in Altın Örümcek Web Awards(Turkey) 2016.

Visit Site: Unico sigorta

Monthly sales turnover from online insurance purchases


Within the first 10 Months after launch

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