Work
Product and experience design to improve insurance for the gig economy
ShareCover
In Brief
In Detail
Challenge
ShareCover wanted to enhance their product features and overall experience; bringing it in line with the growing needs of their customers.
A number of product release challenges through the pandemic had resulted in creeping customer dissatisfaction.
Rapid competition in the gig economy sector had led to a plateauing of growth and overall engagement with ShareCover's product and brand.
Together, we clarified their product messaging and the value to those that perceived to be ‘already covered’.
Outcomes
Identified gaps in product offering and discovered new feature opportunities to enhance the existing product roadmap
Experience design for a new website, quote-and-purchase process, and customer portal
Launched multiple new product features and product experiences aligned to customer needs and preferences
Revitalised digital and non-digital branding, campaign art direction, and content guidelines
Defined design principles, components, and patterns in a versatile design system providing consistency for implementation and future releases
How it was done
Engaged stakeholders and customers across an immersive ethnographic research phase by conducting contextual interviews and hosting roundtable discussions with customer facing teams
Worked to refine the brand vision and articulate an inclusive, aspirational, and impactful brand strategy
Redesigned website and key digital channels working to a 12-week design-to-launch cycle
Coordinated development with ShareCover development team, working with their technology stack and release cycles
ShareCover is an Australian start-up helping insure people looking to share their most valuable assets. Specialising in cover for the gig economy — short-stay hosts and rideshare drivers — and backed by NRMA Insurance, their policies are simple and available for as short or as long as needed.
The team at ShareCover approached Prime Motive to help redefine their product offering, website and brand and take an intentionally human-centered approach to design and technology choices.
Getting to know customers, their needs and challenges
With a shared understanding that customer-centricity was a key missing piece of the product strategy, we began with a comprehensive research approach to inform the design and development process. We utilised ethnographic research and secondary desktop research to gain holistic insights into the target audience and the expanding industry landscape.
Our ethnographic research involved immersive observation and interviews with past and present ShareCover customers as well front-line staff, enabling us to uncover user behaviours, pain points, and desirable product enhancements. This approach identified nuanced user needs that had been overlooked through conventional research methods conducted prior.
Complementing ethnography, secondary desktop research delved into the 'share insurance' (gig economy insurance) industry, competitor analysis, and emerging digital design trends.
By amalgamating the findings from both research avenues, we were able to establish a strong foundation for user-centered design decisions for both our project objectives as well as help evolve ShareCover's product roadmap.
UX content and structure combined to explain new insurance paradigms
Insights showed that one of the drawbacks of being a pioneer in the short-stay and rideshare space was the need to carefully explain a new insurance paradigm to customers who already felt they were covered. Combining the right balance of UX content and structure became one of the initial challenges across our concept and prototype phases.
Our experience design team took great care to craft clear language that explained the intricacies of ShareCover's products, and what was covered and not covered across the different available policies.
Paired with detailed wireframes, the content was iteratively evolved through stakeholder consultation and through user testing. User testing emerged as a pivotal stage to pull apart some of the most thorny issues the current platform was facing, specifically in and around the quote and purchase funnel, and policy management portals which were considered convoluted and disconnected.
Branding, campaign art direction and experience design
ShareCover’s brand lacked direction, excitement and any sense of personality. We wanted to change that.
We embarked on a journey of art direction discovery that involved the exploration of three distinct design concepts, each weaving a unique narrative yet emanating firmly from the ShareCover's main aspirations.
With the goal of infusing the project with a warmth and approachability, we curated a visual language that aimed for consistency as well as individuality, designing and shaping a mobile-first experience and leveraging the best parts of the technology to make interactions simple and intuitive.
Danielle WestProduct Manager, ShareCoverThank you for being absolute lifesavers on this project. If it wasn't for Prime Motive we would not have been able to launch our new marketing campaign with the high confidence that our product offering and experience was fit for purpose and ready for market”
A highly versatile design system to quickly iterate and optimise
Consistency is key to building a strong brand identity, and we wanted to assemble a versatile design system to help ShareCover achieve this objective.
The design system we created provides a centralised and standardised repository of all design components, patterns, and guidelines. It ensures that all teams across ShareCover create cohesive and harmonious user experiences, reducing confusion and errors while accelerating the optimisation process.
As we continued to work with ShareCover and their product team the design system became an invaluable tool for collaboration and rapid communication. By encapsulating a shared language and understanding of design principles, it continues to facilitate smoother interactions between designers, developers, and other project stakeholders.
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