Multi-Select Insurance

With a clear picture of traveler pain points and business opportunities, I reframed the observations into design goals that would serve as the north star for this initiative.

After internal crit sessions and weighing the pros and cons of each approach, Approach 2 and 3 were locked in for user research.

As new interaction pattern was being proposed, it was essential to go ahead conduct a usability study before going into development.

Approach 3 and Approach 4 were fleshed out with better design and another approach was added after some last minute brainstorming.

In consultation with our UX Research partner, we drafted our research plan to see if participants:

• Understood how to use the new interaction patterns
• See if they preferred any one over the others
• Test if they preferred them over the old pattern.

Participants favoured the new interaction patterns over the old one. Within the three, the Editable Option variant delayed decision-making as participants struggled with unclear activation cues, leading some to opt out rather than engage.

With a favorable result from the usability study, we proceeded to add finer details to the winning designs.

Aligned closely with the design system, got content approved from suppliers and defined edge cases.

One of the Variants (List in Context) was deemed to be a safer bet and was launched. A test running for 4 weeks concluded that we it was overall a winner with an expected annualized gross profit win of $700,000.

The other Variant (List on Top) has been lined up for testing later this year.