INGO Insurance
Comprehensive website redesign
TLDR
Redesigned INGO Insurance's website as part of their major rebranding into an InsureTech company. Created the fastest insurance buying experience in the local market (6 mins → 2 mins), improved task completion rate from 71% to 100%, and established the foundation for a comprehensive digital ecosystem.
Role
User experience designer
Core Company Value
Accessibility for Everyone
Timeline
March 2024 - Present
Challenges and goals
Improve the user experience
Create the fastest, most streamlined insurance purchasing experience in the local market
Reflect the new brand identity
Design a UI that embodied the company's new visual identity and accessibility-focused values
Build for the future
Create a foundation for INGO's expanding digital ecosystem and InsureTech ambitions
Research
I began comprehensive research across multiple domains to establish a solid foundation for the redesign:
Industry Analysis
Started by conducting a competitive analysis of insurance websites in the local market.
Measured metrics including time-to-task completion, error rates, and user friction points.
Among other metrics measured, I discovered that competitors required around 6 minutes for non-registered users to complete insurance purchases.
Global InsureTech Trends Research
Analyzed emerging trends in the InsureTech space
Identified key patterns: AI personalization, accessibility-focused design, interactive animations, and minimalist interfaces
Documented best practices for application to the local market
Business Logic Analysis
I studied INGO's core systems and business logic
Identified opportunity to leverage government database integration to reduce required form fields
Discovery
To understand current pain points and future needs, I gathered extensive feedback from users and internal teams:
Usability Testing
Conducted tests across diverse age groups and digital expertise levels
Measured task completion time, error rates, click counts, and bounce rates
Outcome – all testing participants failed at least 2 of 7 basic tasks on the existing platform
User Surveys
Distributed surveys to both existing and first-time users
Discovered most customers preferred in-person visits due to website confusion and fear of making mistakes
Cross-Departmental Interviews
Conducted one-on-one interviews with stakeholders from all internal departments
Identified opportunity to leverage government database integration to reduce required form fields
Gathered insights from product, marketing, sales, customer support, legal, compliance, QA, and HR teams
Mapped business priorities, legal limitations, and brand communication objectives
Strategic Planning & Architecture
Based on research findings, I developed a comprehensive plan for the new website:
Information Architecture
Created a new site structure focused on clarity and intuitive navigation
Prioritized insurance products based on market demand and business goals
User Flow Optimization
Designed streamlined user journeys leveraging system integrations
Simplified the purchase process by automating data collection where possible
Design Direction
Established a stylistic framework aligned with the new brand identity
Created preliminary prototypes for stakeholder review
Consulted with frontend developers to understand technical requirements
Established a structured design system, detailing guidelines for colors, typography, spacing, tokens, etc.
Design System & UI Development
With strategic direction established, I moved into execution:
Design System Creation
Started developing a scalable foundation for the design system
Created flexible patterns for responsive design across devices
Product-Specific UI Design
Built unique user flows for 14 different insurance products
Designed fast-buying flows, hassle-free claim processes, and easy price calculators
Created fully responsive screens in Figma with thorough documentation
Implementation
The implementation phase focused on ensuring a smooth transition from design to development through:
Developer Handoff & Synchronization
Walked the frontend team through Figma files and design system
Provided ongoing support during the development process
Conducted UI audits to ensure design-code consistency
Usability Testing (Round 2)
Tested the MVP release with real users
Compared metrics between old and new websites
Gathered feedback for future iterations
Results
The redesigned INGO Insurance website delivered exceptional results across multiple dimensions:
Performance Improvements
Reduced average purchase completion time from 6 minutes to just over 2 minutes
Users successfully completed all 7 test tasks, up from a previous failure rate of 2/7
Created the fastest insurance buying experience in the local market
User Experience Enhancements
Emotional response has improved – users reported feeling calm and confident rather than confused and frustrated
Reduced learning curve, since the adaptation process is more intuitive for all demographics
Accessibility has improved by simplified access to key features for users of all technical abilities