Friday
From Vision to Reality: Launching a user friendly car insurance service
Product designer
2016
UI/UX, UXR, Product strategy
Futurice
FRIDAY is an insurance startup which wants to shake up the industry with modern and customer-friendly insurance products. FRIDAY offers innovative, digital car insurance with usage-based billing, monthly terminability and paperless administration. The company has acquired over 45,000 new customers for its car coverage in less than two years and aims to be Germany’s most popular digital insurer by 2021.
FRIDAY wanted to introduce a new car insurance service with superior user experience to the German market. To turn the idea into a product, FRIDAY needed a partner which could help them to design, build and launch the service on a tight deadline. In Germany, car insurance policies are renewed at the end of the year, so it was crucial to get the service up and running within a year.
I joined FRIDAY right after the company was founded. In the beginning, I ran a service vision sprint together with my colleague to help FRIDAY to find a direction for their product. We did thorough user research and created six service concepts which we tested with potential customers. The service vision sprint provided essential insight for FRIDAY to choose which direction to go. After the service vision work, I worked as the sole product designer focusing on sales funnel, insurance dashboard, claims processes and a design system. Besides, I supported FRIDAY in recruitment, building a company culture and ensuring a smooth transition to a new internal team.
Discovering the service vision
In the beginning, FRIDAY didn't have a clear idea of what kind of car insurance product they want to build. To solve this problem, my colleague and I ran a service vision sprint to help FRIDAY to pick the right direction. We started with JTBD user interviews to understand how people pick a car insurance provider. Based on the findings, we created six service concepts and ten service promises which tested with a survey of 1300 participants. Finally, we analysed the findings and presented our ideas to the FRIDAY management who decided to go with the usage-based, pay per kilometre, insurance concept.
Get a quote in just a few minutes
A major part of my work at FRIDAY was to design a web sales funnel to allow people to build an insurance package tailored for their needs and to get a quote fast and easily. The challenge was to create an easy way for people to enter the large amount of information which is needed to offer a competitive quote. The solution I came up with is a wizard which allows users to personalise their coverage and to save their progress at any time to make it easy to come back to it later.
The team really enjoyed working with Futurice. They’re very solution-oriented and together we became one team working together on one product vision. We both learned a lot working together and they helped our company’s culture evolve.
Lukas Jaworski
Marketing and Communications, Friday
Insurance dashboard
I designed an insurance dashboard which is the heart of the FRIDAY app. The dashboard shows information about customer's insurance, allows them to customise coverage with additional packages, report kilometres, and submit claims.
The first version of the claims wizard
I worked closely with a FRIDAY claims expert to create a minimal claims process for the first release. In case of an accident, users can submit a claim using a claims wizards which asks users details of the incident such as what has happened and when. After completing a claim users can track the progress of the claim from the insurance dashboard.
Design system
I created a design system together with developers for the whole service to speed up the design and development work. The design system included a Sketch component library, design tokens and web components implemented with React.
Outcome
- Conducted thorough user research and created six service concepts which helped to set the vision for the company
- Designed insurance dashboard, sales funnel and a claims process
- Build a design system for the whole product together with developers
- Helped to recruit an internal team and to build a friendly and agile company culture