Client
Greencyber
Role
Product Designer
Timeline
3 months
Responsabilities
Design/Art Direction
Visual Design
Market research
Prototyping
Brand design
UX Writing
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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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:
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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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.
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?
Logos
Colors
Typography
Buttons
Other important elements for design consistency included:
◍ Thumbnails for projetcs
◍ Elevation
◍ Shadows
◍ Blurs
◍ Grids
◍ Icons
◍ Tooltips
◍ Divider
◍ Forms
and others
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.
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.
Complete Navigation
Our first sale was through the 'NV Seguros' channel. Below is the link to the complete navigation.
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.