Scaling a trucking insurance platform
First all-in-one retail platform exclusively focused on the trucking insurance market.
Product Design, UX & UI Design, User Research, System Design, Strategy
Problems to Solve
LuckyTruck needed to design and ship an industry-leading digital insurance product that provides an easier, faster, and more feature-rich customer experience than competitors to attract new customers and increase retention.
Full Product Design & Launch
Led a full product redesign and saw it through launch
Increase in user-testing sessions resulting in significant product improvements
Target User Groups
Commercial truck drivers (truckers) are LT's primary customer. Their primary goal with LT is to purchase and get covered by an insurance policy that covers their drivers, vehicles, and commodities. They are supported by the LT Platform and LT Brokers.
LT Brokers are sales agents who speak with truckers to help them get covered by an insurance policy. They use the platform to support their sales process and communicate with truckers over the phone and email
Understand who the users are, how they work, and what they need day-to-day.
Map out user flows and design product flows for development.
Create a design system for scalability and faster iterations.
Strategic Mapping: Service Blueprints and User Journey Maps
To interview brokers and customers to understand who they are, their needs, and how they complete their job-to-be-done. With recorded information, organize it into strategic maps that can highlight process, friction points, and opportunities.
I created service blueprints and user journey maps that highlighted friction points and helped me understand their work better. We were able to notice what were blockers and where we could work on the product and service for better workflows.
Critical information has been removed to protect privacy. In practice, notes are detailed and poignant.
I wanted to create a fully-functional, near replica prototype in Framer. I wanted to create something that felt hyper-realistic during user testing and a space where I could build conceptual fixes quickly and without interrupting engineering.
The Framer prototype includes live-text fields, interactive buttons, and was a near replica of the platform suitable for testing.
Task-Based Testing & Analysis
By creating a testing script, focused on tasks-to-be-done, I wanted to understand how users used the platform. I wanted to capture blockers and issues to fix.
For analysis, I would take screen shots of the product screens and and mark where there were observations. For each observation, there was a consideration on how to fix the issue. Each observation was numbered and given a priority ranking for how critical of a blocker it was for the user. Priority and numbering was great for giving to the PM and engineers to create requirements and turn into sprints.
Research Plan for Conducting Task-Based Testing
Using Figma, I designed both desktop and mobile views for both broker and customers. When encountering a particularly complex challenge, I typically create 3 versions or concepts then kick those ideas back to the team for critique. This provides variety in ideas and is fast enough to keep things moving.
Building a Comprehensive Design System
The purpose and objective of a tight design system is to increase efficiency and quality of output. As I updated the product flows, I was much more diligent about creating an design system that could scale, was more efficient, and could be easily navigated by anyone. I provided access to all team members and routinely point to the design system for engineers to use.
I continue to learn how to develop strong design systems and excited about this area of product design.
More to explore
Site design and marketing for beverage launch
See the work
Alignment mapping and strategic sketching