Redesigning an insurance platform for specific cyber risk jobs

Taking Bitsight's Cyber Insurance offering from a reskinned third party risk management app to a platform designed for specific cyber insurance jobs.

Role

Lead Product Designer

Industry

Collaborated with 1 Product manager, 4 developers.

Duration

Foundational research- 1 month | Design and testing - 3 months | Engineering, debugging, redesigning - 7 months

Overview

The Cyber Insurance platform at Bitsight had value in network effect by connecting large insurance carriers to potential Bitsight customers but difficulty gaining and keeping insurance customers. The reason for the difficulty? The application wasn’t actually built with insurance related jobs in mind, but instead was a repurposed copy of the currently existing Third Party Risk Management application.

I came on to this product as the first product designer to touch the application. Partnered with a new product manager and development team of 3, we were given the task to improve the Cyber Insurance platform to close the competitive gap and increase our retention.

We achieved this through foundational research that let us understand what main jobs the customers were trying to complete with the application, then used that knowledge to completely redesign the application which included:

A new home page/dashboard
New information architecture
Insurance-relevant names for features

Outcomes

Revenue increase of 20%
The Cyber Insurance sales grew by $1M year over year after launch of the new application

Usability score increase 30%
The insurance application exceeded its usability score goal by 4 points for a usability score (SUS) of 80 which puts it in the rank of top 10% usability.

Application performance increase by 70%
Page load time drastically decreased, allowing users with tens of thousands of companies in a single portfolio to navigate the application with ease

Overview

A new home page/dashboard
New information architecture
Insurance-relevant names for features

Outcomes

Revenue increase of 20%
The Cyber Insurance sales grew by $1M year over year after launch of the new application

Usability score increase 30%
The insurance application exceeded its usability score goal by 4 points for a usability score (SUS) of 80 which puts it in the rank of top 10% usability.

Application performance increase by 70%
Page load time drastically decreased, allowing users with tens of thousands of companies in a single portfolio to navigate the application with ease

Stage 1. Research

Initiated the project with comprehensive market research, analyzing competitors and identifying gaps in the social dining app market. Conducted surveys and focus groups with potential users to understand their needs, preferences, and pain points regarding dining out and socializing.
Synthesized research findings to develop a clear value proposition for the app, focusing on unique features such as group dining options, personalized restaurant recommendations, and event planning capabilities.

Stage 2. Information Architecture redesign

Led the conceptualization phase, brainstorming with the design team to generate innovative ideas that align with user needs and project goals. Developed user personas and scenarios to guide the design process and ensure a user-centered approach.
Mapped out user flows for key app functionalities, including account creation, restaurant browsing, event creation, and social interactions. Prioritized simplicity and intuitiveness in the navigation structure to enhance user engagement.

Stage 3. Delivery

Created detailed wireframes and interactive prototypes using Adobe XD, focusing on crafting an inviting and user-friendly interface. Selected a warm and inviting color scheme and typography that reflects the app's social and culinary focus.
Developed high-fidelity prototypes that showcased the app's core features, including a dynamic home feed, detailed restaurant profiles, and an integrated chat system for planning dining events. Conducted iterative design reviews with the team to refine the prototypes.

Reflections

This project was an invaluable opportunity to apply UX/UI design principles in a real-world setting, contributing to a product that promotes social connectivity and culinary exploration. It challenged me to think creatively about how to meet user needs and preferences, enhancing my skills in research, design, and collaboration. The experience underscored the importance of user feedback in the design process and the impact of thoughtful design on user engagement and satisfaction.

Reflections

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