Greencyber

Greencyber

Greencyber

Digital whitelabel protection,
streamlined for businesses

Digital whitelabel protection,
streamlined for businesses

Digital whitelabel protection,
streamlined for businesses

Client

Greencyber

Role

Product Designer

Timeline

3 months

Responsabilities

Design/Art Direction

Visual Design
Market research
Prototyping
Brand design
UX Writing

Overview

Overview

Whitelabel for cyber insurance sales

By the end of 2023, I was hired by a startup to launch its flagship digital product, a whitelabel cyber insurance for businesses, set to be operational by early 2024 for selected partners. Without delving deeply into the actual issues of Greencyber, I focused on designing the 'sales journey' and its impacts on the customer experience.

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High-Level Goals

High-Level Goals

As a recently established company, goals were still in the process of being formulated. Therefore, I contributed to laying the foundation for product development and establishing coherence and design consistency through a scalable style guide, brand design, and development pipeline structure. However, the stakeholders' premises were:

However, the stakeholders' premises were:

Reimagining the cyber insurance business model with a simplified approach to channel distribution and insurance enrollment for businesses.

Reimagining the cyber insurance business model with a simplified approach to channel distribution and insurance enrollment for businesses.

Cyber insurance tailored for small and medium-sized enterprises with a low average ticket value, aiming to expand the whitelabel model and attract a broader customer base.

Cyber insurance tailored for small and medium-sized enterprises with a low average ticket value, aiming to expand the whitelabel model and attract a broader customer base.

Process

Process

Initial Challenges

Initial Challenges

Initial Challenges

I initiated the process of understanding the challenges the company was facing and uncovered some structural issues that we needed to address to deliver the best product within a tight timeframe.

1

The brand was not yet recognized, and the company's logo lacked structure. I needed to be attentive to other design artifacts required by the CEO

2

The product team was in the early stages of formation, consisting only of myself as the Product Designer, an Associate Product Owner, and an outsourced development team struggling to meet deadlines and accommodate required changes

3

In the midst of the sales process, I needed to showcase the product's functionality through navigable prototypes for potential clients

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Research

Research

CEO's Reception and Discoveries,
with Recurrent Startup Tasks

CEO's Reception and Discoveries,
with Recurrent Startup Tasks

CEO's Reception and Discoveries,
with Recurrent Startup Tasks

Given the initial challenges mentioned, I started to research on our target audience, specifically Managed Service Providers (MSPs), companies providing managed services focused on security risk prevention. This was done to build trust within the startup and kickstart the MVP creation, as initially suggested.

Due to the short deadline, we did not obtain the CEO's buy-in to conduct user research and testing. However, understanding the importance of user insights, I took the initiative to create an ideal design using best market practices, heuristics, competitor analysis, and Baymard Institute studies. These actions helped me overcome the challenges without prior knowledge of users' specific needs.

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All these initiatives helped me gain more autonomy with the stakeholders and allowed me to be more strategic in product development. This provided me with the time and validations necessary for the creation of the styleguide, which would be crucial for the MVP delivery.

Internal Questions

Internal Questions

Internal Questions

During the research, some targeted questions to stakeholders were crucial to understand Greencyber's premises. I also developed a solution sitemap:

◍ In the question about how many computers the client has, do devices such as smartphones and tablets count?

◍ Why is a highlighted package being offered, and what distinguishes it from the other packages?

◍ Can we include the 'Talk to an Expert Now' button to address customer queries? Are we equipped to handle customers with questions via phone? Does this involve a Call Center?

◍ What are the accepted forms of payment for the service? Does this include payment by bank slip?

◍ Do we have any additional security in our system that ensures the user's data security when they provide their card number?

Ideation

Ideation

Beginning of Visual Design

Beginning of Visual Design

Beginning of Visual Design

With more freedom, I could focus on creating the initial components of a design system (styleguide) that needed to be scalable for this initial phase. For the first MVP delivery, I concentrated on standardizing some foundational elements, such as:

With more freedom, I could focus on creating the initial components of a design system (styleguide) that needed to be scalable for this initial phase. For the first MVP delivery, I concentrated on standardizing some foundational elements, such as:

Logos

Colors

Typography

Buttons

Other important elements for design consistency included:

◍ Thumbnails for projetcs
◍ Elevation
◍ Shadows
◍ Blurs
◍ Grids

◍ Icons
◍ Tooltips
◍ Divider
◍ Forms
and others

Craft

Craft

Details that aid in navigation
and simplified experience

To present the initial concept, I developed low-fidelity wireframes to understand if the solutions would work. I brought in various experiments already tested by the Baymard Institute for internal validation. I designed a landing page/sales funnel that introduced crucial elements for the business model but focused on details that enhanced user navigation and experience.

Market Inspiration (Moodboard)

We conducted extensive market research to test usability and visual models, which helped us arrive at the concept most aligned with Greencyber.

Market Inspiration (Moodboard)

We conducted extensive market research to test usability and visual models, which helped us arrive at the concept most aligned with Greencyber.

Low-Fidelity Wireframes

Some tests to validate the positioning of elements on our landing page.

Low-Fidelity Wireframes

Some tests to validate the positioning of elements on our landing page.

First version of the design

In total, I created 6 versions of the visual design to validate with the team, each with different characteristics. Below, I will showcase some details from the final approved design.

First version of the design

In total, I created 6 versions of the visual design to validate with the team, each with different characteristics. Below, I will showcase some details from the final approved design.

The Solution

The Solution

How can we help users subscription for accurate cyber insurance for their business?

How can we help users subscription for accurate cyber insurance for their business?

How can we help users subscription for accurate cyber insurance for their business?

Offering a cyber insurance package tailored to a company's needs isn't always straightforward. That's why we've created a streamlined sales flow where users can progress through a few steps and answer a few questions to customize the best insurance for their business, ensuring a sense of security throughout the process.

The user has been activated through email marketing via the partner channel and begins the subscription journey with GDPR approval to customize their cyber insurance

The user has been activated through email marketing via the partner channel and begins the subscription journey with GDPR approval to customize their cyber insurance

With just 4 questions, we can gather enough data to offer personalized insurance for the contracting company and also activate potential post-sales engagement

With just 4 questions, we can gather enough data to offer personalized insurance for the contracting company and also activate potential post-sales engagement

On the plan selection screen, we've created a 'Plan Matrix' to present detailed information for each subscription. Additionally, we opted to assist the user with quotes from other clients, leveraging the confirmation bias to enhance the decision-making process

On the plan selection screen, we've created a 'Plan Matrix' to present detailed information for each subscription. Additionally, we opted to assist the user with quotes from other clients, leveraging the confirmation bias to enhance the decision-making process

We request some information from the policyholder, which is validated to proceed with the sales funnel. In case the user enters any incorrect information, they can edit it before advancing

We request some information from the policyholder, which is validated to proceed with the sales funnel. In case the user enters any incorrect information, they can edit it before advancing

In the 'Payment Methods' section, the user can choose from various payment options, which will be validated by the startup's payment gateway

In the 'Payment Methods' section, the user can choose from various payment options, which will be validated by the startup's payment gateway

Finally, we thank the user and invite them to leave a rating and comment about their experience through a simple CSAT (Customer Satisfaction) model

Finally, we thank the user and invite them to leave a rating and comment about their experience through a simple CSAT (Customer Satisfaction) model

Complete Navigation

Our first sale was through the 'NV Seguros' channel. Below is the link to the complete navigation.

Learning

Learning

In a short period, we were able to overcome challenges and deliver a fundamental product for the startup

In a short period, we were able to overcome challenges and deliver a fundamental product for the startup

In a short period, we were able to overcome challenges and deliver a fundamental product for the startup

During my time, I was able to deliver many significant projects for the company and users, creating a new experience for purchasing personalized cyber insurance securely and easily online. I discovered how challenging it is to evangelize stakeholders about the maturity of UX and product.

Drawing on my prior knowledge, I focused on writing to enhance usability and functionality. I implemented various research techniques to engage users before production and established a CSAT system to monitor and improve user experience through iterative feedback.
I'm pleased to say that as the first designer in the company, I managed to deliver an excellent structured path for new whitelabel product developments, with a scalable styleguide and relevant internal processes for the product team.

Weather

Weather

Insurance assistance claim through messaging

AAFESP

AAFESP

Strategy to attract volunteers

Miaudota

Miaudota

Artificial Intelligence in Adopter Filtering

Let's talk about design, business, or coffee?

© 2024 • ALL RIGHTS RESERVED • Created with ☕ and 💖 by Fabricio Rezende

Let's talk about design, business, or coffee?

© 2024 • ALL RIGHTS RESERVED

Created with ☕ and 💖 by Fabricio Rezende

Let's talk about design, business, or coffee?

© 2024 • ALL RIGHTS RESERVED • Created with ☕ and 💖 by Fabricio Rezende