Internship Folksam

Assignment
Currently, it is not possible to purchase insurance directly in the Folksam app. Instead, the app redirects users to the website when they want to purchase a new insurance policy.

My assignment was to design creative, innovative, and user-centered entry points into this flow.

Goal
The goal was to help users discover their insurance needs and motivate them to take action.

Additional goals were to increase engagement and customer satisfaction through a simple and personalized experience within the app.

Target Audience
The target audience was very broad, both new and existing customers, with no specific age range, gender, or similar criteria.

However, I chose to focus a bit more on the user who is safety-conscious, anxious, and wants to plan for the future. The purpose of this was to capture as many user needs as possible within a single design solution.

Process and Methods
For me, the most important aspect is, of course, working in a user-centered way. I therefore always work according to the Double Diamond model from design thinking. The purpose of this is to ensure that user needs are always met.

I also chose to conduct qualitative research because I wanted to create a high-quality design solution.

Another method I used was creating analog sketches. I chose to work with pen and paper to avoid limiting myself during the creative and exploratory phase of the process.

Discover
The project started with a meeting between the product owner and the UX designer for the app team, where the purpose was to define the scope of the project and map out the desired outcomes.

The next step was to conduct a competitive analysis, a form of benchmarking against other industry players.
I then analyzed both the app and web flows, with the goal of identifying areas for improvement.

After the analysis, I conducted qualitative user research through interviews. The goal here was to understand users' experiences, needs, and opinions.

The key insights I gained from the interviews were that users wanted a simple and clear user experience. They also asked for guidance throughout the process and a clear overview during the journey. Additionally, they preferred to avoid sales-oriented content. Instead, they requested an educational approach.

Ideation and Results
I began with a brainstorming session followed by analog sketches, focusing on developing ideas around needs-based insurance recommendations, an idea that all users responded positively to.

Imagine a user who has just moved out on their own, takes the needs test, and is informed that they need a home insurance policy for their new residence.

These ideas eventually resulted in a personalized, conditional needs test that helps users understand what types of insurance they actually need and why.
The result of the project was a responsive low-fidelity prototype in Figma.

Further Development and Iteration
The next step would be to conduct usability testing with the prototype, followed by an initial iteration based on those user insights.