Confidential Client - InsurTech Underwriting
Confidential Client - InsurTech Underwriting
Confidential Client - InsurTech Underwriting
Enterprise
B2B
SaaS
Insurance
Real Estate
The project involved modernizing a widely recognized application, incorporating contemporary UX methodologies, as well as leveraging psychological and scientific theories. The nature of this work is confidential. We've taken steps to protect the client's identity and any potentially sensitive information by obscuring their name, data, and future product release details.
The project involved modernizing a widely recognized application, incorporating contemporary UX methodologies, as well as leveraging psychological and scientific theories. The nature of this work is confidential. We've taken steps to protect the client's identity and any potentially sensitive information by obscuring their name, data, and future product release details.
Services Rendered
Services Rendered
Discovery
Competitive Analysis
Design System
UI/UX Design
High-fidelity Prototyping
Year
2024
Duration
2.5 Months
Annual Revenue
$2B+
Website
Confidential
The Client's Goals
"Success is not only a destination; it's a carefully charted course, defined before the journey begins."
Modernize the UI
Completely rebuild the UI/UX of the application from the ground up to remain competitive in the target industry, unlocking marketing possibilities and attracting new clients.
Recapture ARR
Re-engage a significant amount of lost customers within 3 months post-launch.
Increase Accuracy of Assessments
Data shows users often undervalue the assessment of a property, leading to LTV issues and costly expenditures for the client. This reduces trust in the application.
The Client's Goals
"Success is not only a destination; it's a carefully charted course, defined before the journey begins."
Modernize the UI
Completely rebuild the UI/UX of the application from the ground up to remain competitive in the target industry, unlocking marketing possibilities and attracting new clients.
Recapture ARR
Re-engage a significant amount of lost customers within 3 months post-launch.
Increase Accuracy of Assessments
Data shows users often undervalue the assessment of a property, leading to LTV issues and costly expenditures for the client. This reduces trust in the application.
The Client's Goals
"Success is not only a destination; it's a carefully charted course, defined before the journey begins."
Modernize the UI
Completely rebuild the UI/UX of the application from the ground up to remain competitive in the target industry, unlocking marketing possibilities and attracting new clients.
Recapture ARR
Re-engage a significant amount of lost customers within 3 months post-launch.
Increase Accuracy of Assessments
Data shows users often undervalue the assessment of a property, leading to LTV issues and costly expenditures for the client. This reduces trust in the application.
A Process of Discovery
This has been a staple in the market for over 30 years, accumulating many client requests and subsequent feataures that must be taken into account during the redesign process. Cerebral gathered this background information through internal stakeholder interviews, comprehensive application demonstrations, usability data analysis, and more. Additionally, the fact that one of Cerebral's co-founders has nearly a decade of experience in InsureTech solutions, ranging from startups to major corporations, made understanding the context that much easier.
Research on Readability Patterns in Similar Applications
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
An Fitting Opportunity for the Golden Ratio
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement this well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
A Process of Discovery
This has been a staple in the market for over 30 years, accumulating many client requests and subsequent feataures that must be taken into account during the redesign process. Cerebral gathered this background information through internal stakeholder interviews, comprehensive application demonstrations, usability data analysis, and more. Additionally, the fact that one of Cerebral's co-founders has nearly a decade of experience in InsurTech solutions, ranging from startups to major corporations, made understanding the context that much easier.
Becoming Current on 30 years of Context
Becoming Current on 30 years of Context
This has been a staple in the market for over 30 years, accumulating many client requests and subsequent feataures that must be taken into account during the redesign process. Cerebral gathered this background information through internal stakeholder interviews, comprehensive application demonstrations, usability data analysis, and more. Additionally, the fact that one of Cerebral's co-founders has nearly a decade of experience in InsureTech solutions, ranging from startups to major corporations, made understanding the context that much easier.
A Process of Discovery
This has been a staple in the market for over 30 years, accumulating many client requests and subsequent feataures that must be taken into account during the redesign process. Cerebral gathered this background information through internal stakeholder interviews, comprehensive application demonstrations, usability data analysis, and more. Additionally, the fact that one of Cerebral's co-founders has nearly a decade of experience in InsurTech solutions, ranging from startups to major corporations, made understanding the context that much easier.
Becoming Current on 30 years of Context
Becoming Current on 30 years of Context
This has been a staple in the market for over 30 years, accumulating many client requests and subsequent feataures that must be taken into account during the redesign process. Cerebral gathered this background information through internal stakeholder interviews, comprehensive application demonstrations, usability data analysis, and more. Additionally, the fact that one of Cerebral's co-founders has nearly a decade of experience in InsureTech solutions, ranging from startups to major corporations, made understanding the context that much easier.
Approaching From New Perspectives
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
Research on Readability Patterns in Similar Applications
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement this well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
An Fitting Opportunity for the Golden Ratio
Before & After
Designs
Let's take a look at a few pages of the new design, along with some of the psychology principles used to guide the design.
Getting Started
The user's experience begins with a dashboard summarizing all assessments. It also functions as the starting point for creating new assessments.
Anticipatory Design
This technique was used to unearth crucial information without requiring the user to open each assessment to gather the information they need. E.g. Assessment Completeness; Availabile imagery, and more. By leveraging historical data to anticipate user requirements and behaviors, the design actively delivers pertinent information, minimizing the need for excessive clicks and time wastage.
Increasing Engagement
Availability Heuristics
By beginning the assessment with imagery, the design capitalizes on the Availability Heuristic, as users establish an immediate mental reference point before engaging with the assessment tool. This bias prompts users to consider recent visuals when making significant property-related decisions, ultimately leading to more accurate assessments compared to scenarios where imagery is introduced later in the process.
Psychology Principles
Increasing Accuracy
Contextual Priming & Inquiry
By building a data model that guides users to investigate outlier data points, users quickly and easily assess potentially misleading data.
Increasing Accuracy
Other Theories and Psychological Principles Used in the Project
Endowed Progress Effect: A phenomenon where people are more likely to complete a task if they are given a head start. This effect used by leveraging known data points to pre-populate areas of the assessment and provide a head start for the user to take across the finish line.
Hick’s Law: The time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically. This law was used to carefully design the progressive disclosure of data points that have a lesser impact on the assessment value.
Curiosity Gap: The gap between what we know and what we want to know. When a story teases something interesting but leaves a gap in the reader's knowledge, the reader feels compelled to fill in the gap with knowledge. Examples of this gap in practice include property imagery thumbnails at the dashboard level; the use of count badges across the experience; Confidence intervals, and more.
Commitment Bias: The desire to be consistent with what we have already done or decided. This bias was used in the favor of all parties by means of a completeness indicator, which encouraged users to pursue 100% completion.
Framing Effect: Drawing different conclusions from the same information, depending on how that information is presented. By leveraging a custom data model which surfaces contradictory data points so the user, and serving them as alerts, the design frames outliers as something to be investigated.
Paradox of Choice: The observation that more choices can lead to less satisfaction; having too many options can result in anxiety and choice paralysis. An example of this is the interior and exterior cards, which surface just 3 categories each. There are 11 and 16 categories in total, respectively. By limiting to 3 categories before expansion, the design encourages interaction with the more important datapoints, leading to a more accurate assessment value - a cornerstone of this product's value.
Pseudo-Set Framing: The technique of presenting items or choices in a way that suggests a set or collection, motivating individuals to complete the set. This is most easily seen within the Interior, Exterior, and other card-like structures within the design, and encourages completion of each respective card.
Spark effect: people are more likely to take action when the effort is small. By pre-filling as much of data as possible using known or predictive analytics, the remaining effort becomes smaller and easier to digest for the user, increasing completion and thus accuracy.
Perceptual Load Theory: Considering the cognitive demands placed on users' attention and perception and designing interfaces that minimize distractions and cognitive overload. Perhaps the best example of this is the Dashboard, which has deliberate and considerable empty space to the right of the header. Minimizing cognitive overload and complexity.
Mere-Exposure Effect: A psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. By starting with the golden spiral and research-backed F-patterns, the application's architecture is instantly familiar to new and existing users, decreasing onboarding time and increasing user satisfaction from the very beginning.
Designs
Let's take a look at a few pages of the new design, along with some of the psychology principles used to guide the design.
Anticipatory Design
This technique was used to unearth crucial information without requiring the user to open each assessment to gather the information they need. E.g. Assessment Completeness; Availabile imagery, and more. By leveraging historical data to anticipate user requirements and behaviors, the design actively delivers pertinent information, minimizing the need for excessive clicks and time wastage.
Increasing Engagement
Getting Started
The user's experience begins with a dashboard summarizing all assessments. It also functions as the starting point for creating new assessments.
Availability Heuristics
By beginning the assessment with imagery, the design capitalizes on the Availability Heuristic, as users establish an immediate mental reference point before engaging with the assessment tool. This bias prompts users to consider recent visuals when making significant property-related decisions, ultimately leading to more accurate assessments compared to scenarios where imagery is introduced later in the process.
Psychology Principles
Increasing Accuracy
Contextual Priming & Inquiry
By building a data model that guides users to investigate outlier data points, users quickly and easily assess potentially misleading data.
Increasing Accuracy
Other Theories and Psychological Principles Used in the Project
Endowed Progress Effect: A phenomenon where people are more likely to complete a task if they are given a head start. This effect used by leveraging known data points to pre-populate areas of the assessment and provide a head start for the user to take across the finish line.
Hick’s Law: The time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically. This law was used to carefully design the progressive disclosure of data points that have a lesser impact on the assessment value.
Curiosity Gap: The gap between what we know and what we want to know. When a story teases something interesting but leaves a gap in the reader's knowledge, the reader feels compelled to fill in the gap with knowledge. Examples of this gap in practice include property imagery thumbnails at the dashboard level; the use of count badges across the experience; Confidence intervals, and more.
Commitment Bias: The desire to be consistent with what we have already done or decided. This bias was used in the favor of all parties by means of a completeness indicator, which encouraged users to pursue 100% completion.
Framing Effect: Drawing different conclusions from the same information, depending on how that information is presented. By leveraging a custom data model which surfaces contradictory data points so the user, and serving them as alerts, the design frames outliers as something to be investigated.
Paradox of Choice: The observation that more choices can lead to less satisfaction; having too many options can result in anxiety and choice paralysis. An example of this is the interior and exterior cards, which surface just 3 categories each. There are 11 and 16 categories in total, respectively. By limiting to 3 categories before expansion, the design encourages interaction with the more important datapoints, leading to a more accurate assessment value - a cornerstone of this product's value.
Pseudo-Set Framing: The technique of presenting items or choices in a way that suggests a set or collection, motivating individuals to complete the set. This is most easily seen within the Interior, Exterior, and other card-like structures within the design, and encourages completion of each respective card.
Spark effect: people are more likely to take action when the effort is small. By pre-filling as much of data as possible using known or predictive analytics, the remaining effort becomes smaller and easier to digest for the user, increasing completion and thus accuracy.
Perceptual Load Theory: Considering the cognitive demands placed on users' attention and perception and designing interfaces that minimize distractions and cognitive overload. Perhaps the best example of this is the Dashboard, which has deliberate and considerable empty space to the right of the header. Minimizing cognitive overload and complexity.
Mere-Exposure Effect: A psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. By starting with the golden spiral and research-backed F-patterns, the application's architecture is instantly familiar to new and existing users, decreasing onboarding time and increasing user satisfaction from the very beginning.
Many screens were created, but only a few can be shown
To maintain confidentiality, additional screens have been concealed to prevent client identification.
High-Fidelity Prototype
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.
Aiding Virtual Roadshows with Prototyping Precision
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.
High-Fidelity Prototype
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.
Aiding Virtual Roadshows with Prototyping Precision
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.
The Results
Initially conceived as a minor cosmetic update to the existing application, the project expanded into a comprehensive overhaul of the user experience as promising opportunities emerged during research. This transformation prompted the development of a lightweight design system, which was shared with the client for potential implementation in other aspects of their business. Cerebral continues to collaborate as a trusted partner with this confidential client to the present day.
The Results
Initially conceived as a minor cosmetic update to the existing application, the project expanded into a comprehensive overhaul of the user experience as promising opportunities emerged during research. This transformation prompted the development of a lightweight design system, which was shared with the client for potential implementation in other aspects of their business. Cerebral continues to collaborate as a trusted partner with this confidential client to the present day.
The Results
This project stands as a testament to the strength of ongoing, close collaboration. It's one of several in our portfolio that highlights how teamwork and persistent partnership can lead to remarkable outcomes.
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Work with us
Schedule a free 30 minute call to discuss your needs and create a plan to begin ASAP.
Work with us
Schedule a free 30 minute call to discuss your needs and create a plan to begin ASAP.
© 2024 Cerebral Studio LLC
Approaching From New Perspectives
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
Research on Readability Patterns in Similar Applications
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement a well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
An Fitting Opportunity for the Golden Ratio
Research on Readability Patterns in Similar Applications
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
An Fitting Opportunity for the Golden Ratio
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement this well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
Approaching From New Perspectives
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
Research on Readability Patterns in Similar Applications
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement a well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
An Fitting Opportunity for the Golden Ratio
Research on Readability Patterns in Similar Applications
Cerebral located recent eye-tracking studies that focus on optimizing information hierarchies for improved readability, specifically tailored to the client's dominant screen dimensions. While the F-Pattern has long been recognized in web usability, recent research indicates variations in application across different screen dimensions. As a result, Cerebral was committed to incorporating these insights into the design of the new application to enhance user experience.
An Fitting Opportunity for the Golden Ratio
The Golden Spiral Ratio, often referred to as the Golden Ratio or Phi (φ), is a mathematical concept that has been used in various forms of art, architecture, and design for centuries. In web design, the Golden Spiral Ratio is applied to create visually pleasing and harmonious layouts which aid fast information consumption.
The redesign provided an ideal chance to implement this well-established concept throughout the entire user journey, bringing cohesion to the workflow in a visually appealing and advantageous way.
Getting Started
The user's experience begins with a dashboard summarizing all assessments. It also functions as the starting point for creating new assessments.
Anticipatory Design ↑
This technique was used to unearth crucial information without requiring the user to open each assessment to gather the information they need. E.g. Assessment Completeness; Availabile imagery, and more. By leveraging historical data to anticipate user requirements and behaviors, the design actively delivers pertinent information, minimizing the need for excessive clicks and time wastage.
Increasing Engagement
Availability Heuristics ↓
By beginning the assessment with imagery, the design capitalizes on the Availability Heuristic, as users establish an immediate mental reference point before engaging with the assessment tool. This bias prompts users to consider recent visuals when making significant property-related decisions, ultimately leading to more accurate assessments compared to scenarios where imagery is introduced later in the process.
Psychology Principles
Increasing Accuracy
Contextual Priming & Inquiry
By building a data model that guides users to investigate outlier data points, users quickly and easily assess potentially misleading data.
Increasing Accuracy
Other Theories and Psychological Principles Used in the Project
Endowed Progress Effect: A phenomenon where people are more likely to complete a task if they are given a head start. This effect used by leveraging known data points to pre-populate areas of the assessment and provide a head start for the user to take across the finish line.
Hick’s Law: The time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically. This law was used to carefully design the progressive disclosure of data points that have a lesser impact on the assessment value.
Curiosity Gap: The gap between what we know and what we want to know. When a story teases something interesting but leaves a gap in the reader's knowledge, the reader feels compelled to fill in the gap with knowledge. Examples of this gap in practice include property imagery thumbnails at the dashboard level; the use of count badges across the experience; Confidence intervals, and more.
Commitment Bias: The desire to be consistent with what we have already done or decided. This bias was used in the favor of all parties by means of a completeness indicator, which encouraged users to pursue 100% completion.
Framing Effect: Drawing different conclusions from the same information, depending on how that information is presented. By leveraging a custom data model which surfaces contradictory data points so the user, and serving them as alerts, the design frames outliers as something to be investigated.
Paradox of Choice: The observation that more choices can lead to less satisfaction; having too many options can result in anxiety and choice paralysis. An example of this is the interior and exterior cards, which surface just 3 categories each. There are 11 and 16 categories in total, respectively. By limiting to 3 categories before expansion, the design encourages interaction with the more important datapoints, leading to a more accurate assessment value - a cornerstone of this product's value.
Pseudo-Set Framing: The technique of presenting items or choices in a way that suggests a set or collection, motivating individuals to complete the set. This is most easily seen within the Interior, Exterior, and other card-like structures within the design, and encourages completion of each respective card.
Spark effect: people are more likely to take action when the effort is small. By pre-filling as much of data as possible using known or predictive analytics, the remaining effort becomes smaller and easier to digest for the user, increasing completion and thus accuracy.
Perceptual Load Theory: Considering the cognitive demands placed on users' attention and perception and designing interfaces that minimize distractions and cognitive overload. Perhaps the best example of this is the Dashboard, which has deliberate and considerable empty space to the right of the header. Minimizing cognitive overload and complexity.
Mere-Exposure Effect: A psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. By starting with the golden spiral and research-backed F-patterns, the application's architecture is instantly familiar to new and existing users, decreasing onboarding time and increasing user satisfaction from the very beginning.
High-Fidelity Prototype
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.
High-Fidelity Prototype
During the development phase, the design served as a tool for executives to conduct "virtual roadshows," showcasing upcoming products to both current and potential clients. Because of the critical nature of the audience, it was crucial for the designs to be of high fidelity and offer an experience closely resembling a real application. Cerebral conducted extensive prototyping, incorporating animations, various states, and other elements to ensure a seamless and impressive presentation on the big stage.