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Heuristic Evaluation- Insurtech Case Study

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I led a team of three of MHCID students in using Neilsen's ten usability heuristics to evaluate Say Insurance's website. A heuristic evaluation can help user experience researchers and designers uncover most usability issues without user testing.

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Heuristic Evaluation- Insurtech Case Study

  1. 1. H E U R I S T I C E V A L U A T I O N 1. INTRO
  2. 2. Positive findings Say Insurance's new Insurance Score feature meets many usability criteria: it lets the user know how many steps are in the form; provides content that speaks the user's, not the system's, language; offers accelerators for expert, returning or mobile users; and has a clean aesthetic. Negative findings This report found room for improvement on user control, consistency in the menu, and implementation of error prevention. It is interesting to note that some evaluators encountered initial difficulties in distinguishing the insurance score and the insurance quote features on the home page. This report includes recommendations to improve this issue by using interface design that supports recognition rather than recall. 2. EXECUTIVE SUMMARY Only one feature was ranked severe: Users must give personal information before learning they're not able to get their Insurance Score.
  3. 3. •• MARIA HAYNIE AMIR RASHIDIFAR DAVIDSON YOUNG SHIRIN DIVINPOUR SAY INSURANCE PROJECT OWNER EVALUATORS SUBJECT 3. TEAM INTRODUCTION
  4. 4. WHAT IS SAY INSURANCE? Say is a young, online-only auto insurance provider backed by a traditional agent-model insurance company headquartered in Missouri. 4. CLIENT INTRODUCTION
  5. 5. WHAT IS THE INSURANCE SCORE? In late 2017, Say released a new feature called Insurance Score. Similar to a credit score but evaluated from an auto insurance perspective, the Insurance Score allows a user can find out the factors that impact their car insurance rates and learn what they can do about it. 5. FEATURE INTRODUCTION
  6. 6. METHODOLOGY For this project, we studied the following evaluation methodologies: Peter Morville's User Experience Honeycomb Ben Shneiderman's Eight Golden Rules of Interface Design Albert Lund's Expert Rating of Usability Maxims Jakob Nielsen's Ten Usability Heuristics for Interface Design I decided on Nielsen's criteria because it encompasses many of the concerns the other addressand is a well-recognized industry standard. 6. METHODOLOGY
  7. 7. HOW TO USE THESE FINDINGS The purpose of this evaluation was to evaluate the Insurance Score feature with Nielsen's ten heuristics in order to improve the user experience on the Say Insurance site. Negative findings were ranked on a scale of 0-4, zero being a minor usability problem and four being a severe usability problem. Positive findings were not ranked. For each negative finding, a recommendation is provided to improve the design. 7. METHODOLOGY
  8. 8. Visit SayInsurance.com Fill out address, apartment number, email and last four of your social security number. Read intro and select "get score." Select "insurance score" from the top menu or "Tell me more" from lower on the home page. See your Insurance Score FIll out first name, last name and date of birth text input fields, then select next. TASK OVERVIEW: EVALUATE THE "INSURANCE SCORE" FEATURE... 1 2 3 45 6 8. TASK OVERVIEW
  9. 9. H1 Visibility of system status Keep users informed about what is going on through appropriate feedback within reasonable time. H2 Match between system and the real world Speak the users' language, follow real- world conventions and use natural and logical ordering. H3 User control and freedom Users often make mistakes and need a clearly marked "emergency exit" without extended dialogue. Support undo and redo. H4 Consistency and standards Users should not have to wonder whether different words, situations, or actions mean the same thing. H5 Error prevention Either eliminate error- prone conditions or check for them and present users with a confirmation option beforehand. H6 Recognition rather than recall Minimize the user's memory load by making objects, actions, and options visible with easily retrievable instructions. H7 Flexibility and efficiency of use Use accelerators to speed up the interaction for the expert user and allow users to tailor frequent actions. H8 Aesthetic and minimalist design Every extra unit of information in a dialogue competes with the relevant units and diminishes their relative visibility. H9 Help users recognize, diagnose, and recover from errors Error messages should be expressed in plain language (no codes), precisely indicate the problem, and suggest a solution. H10 Help and documentation Any necessary help and documentation should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large. ...USING NIELSEN'S TEN HEURISTICS. 9. NIELSEN'S TEN HEURISTICS
  10. 10. HEURISTIC POSITIVE NEGATIVE H1 H2 H3 X H4 X H5 X H6 X H7 H8 X H9 H10 POSITIVE NEGATIVE 7 5 TOTAL FINDINGS FINDINGS SUMMARY 10. FINDINGS SUMMARY
  11. 11. Positive Findings 11. POSITIVE FINDINGS
  12. 12. H1: Visibility of system status KEEP THE USERS INFORMED ABOUT WHAT IS GOING ON H1.1 The introductory Insurance Score screen lets the user know how long the score should take. H1.2 The first form screen in the Insurance Score flow lets the user know how many steps are left in the process. H1.2 H1.1 12. POSITIVE FINDINGS
  13. 13. H2: Match between system and the real world SPEAK THE USER'S LANGUAGE H2.1 The content uses words and phrases familiar to the user. H2.1 13. POSITIVE FINDINGS
  14. 14. H7: Flexibility and efficiency of use USE ACCELERATORS TO SPEED UP INTERACTIONS H7.1 The returning user can retrieve a saved quote. H7.2 The address selection includes a predictive dropdown, which makes it easier and faster for all users, especially those on mobile. ALLOW USERS TO TAILOR FREQUENT ACTIONS H7.3 On mobile, the phone's native autofill behavior is allowed for easier and faster form-filling. H7.1 H7.2 14. POSITIVE FINDINGS
  15. 15. H8: Aesthetic and minimalist design CLEAN DESIGN H8.1 The home page is not overly busy, there is some visual hierarchy of information, and there is a clear call-to-action. H8.1 15. POSITIVE FINDINGS
  16. 16. H9: Help users recognize, diagnose, and recover from errors ERROR MESSAGES SHOULD BE EXPRESSED IN PLAIN LANGUAGE AND SUGGEST A SOLUTION H9.1 Error messages are clear and easy to understand. The error message changes when a date of birth is mistyped versus when the field is left blank. H9.1H9.1 16. POSITIVE FINDINGS
  17. 17. H10: Help and documentation PROVIDE EASY-TO-ACCESS HELP H10.1 On every page, there is a tap-to-call link to customer service above the main menu and a chat feature available that floats on the right lower corner as the user navigates throughout the site. H10.1 H10.1 17. POSITIVE FINDINGS
  18. 18. Negative Findings 18. NEGATIVE FINDINGS
  19. 19. H3: User control and freedom X ALLOW USERS TO LEAVE AN UNWANTED STATE WITHOUT HAVING TO GO THROUGH AN EXTENDED DIALOGUE H3.1 The user who inputs all of the fields accurately is disappointed to reach the end only to find that they are not able to achieve their goal and obtain an Insurance Score because they are out of service areas. This was the only item ranked as a severe usability problem. Consider letting users know earlier in the Insurance Score process whether they are in service areas or not. Consider telling the user before they have to provide any personal information or consider a state field in the address section with a drop-down that only includes the states serviced by Say. H3.1 SEVERE 19. NEGATIVE FINDINGS
  20. 20. H4: Consistency and standards X FOLLOW PLATFORM CONVENTIONS H4.1 The main menu changes between the home page and the secondary level pages of the insurance score. The color changes and the secondary menu disappears. While this minimizes the chance the user will move out of the Insurance Score, it is inconsistent. Consider maintaining consistency in the main menu's color and behavior. H4.1 The menu changes from the home page on the insurance score page. MILD 20. NEGATIVE FINDINGS
  21. 21. H5: Error prevention X PREVENT A PROBLEM FROM OCCURING IN THE FIRST PLACE H5.1 Errors are not prevented. Errors show up after the users submit their information. Required fields are not indicated, and hint text inside the fields are not provided. Consider stopping users from being able to select the "next" button to go on to the next page until all inputs have been filled in correctly (see example from Lemonade's quote below. The button can not be selected until there is text in the fields). H5.2 H5.1 MILD 21. NEGATIVE FINDINGS
  22. 22. H6: Recognition rather than recall X THE USER SHOULD NOT HAVE TO REMEMBER INFORMATION FROM ONE PART OF THE DIALOGUE TO ANOTHER. H6.1 Once the user starts the Insurance Score form, nothing on the screen tells the user where they are or where they are going. This could be problematic for users who, like some of the evaluators, may confuse the quote feature and the insurance score features. Consider changing the "Step 1 of 2" label to include "Step 1 of 2 of Insurance Score" or provide a clear header for the form pages. H6.1 MILD 22. NEGATIVE FINDINGS
  23. 23. H8: Aesthetic and minimalist design X DIALOGUES SHOULD NOT CONTAIN INFORMATION WHICH IS IRRELEVANT OR RARELY NEEDED. H8.1 The copy is wordy on the home page. Irrelevant words can be edited to reduce the amount of words for the user. Consider editing the copy for brevity (e.g. "save some money" could be "save money" or "get the coverage" could be "get coverage.") H8.2 The headline "clear-cut car insurance starts with a click" is not specific or precise, although that is what clear-cut usually means. The word click is understood by mobile users, but it is not accurate. Consider changing the headline to make sense for users on all platforms. H8.2 H8.1 MODERATE 23. NEGATIVE FINDINGS
  24. 24. NEGATIVE FINDING RECOMMENDATION RANKING H3 H3.1 The user who inputs all of the fields accurately is disappointed to reach the end only to find that they are not able to obtain an Insurance Score because they are out of service areas. This was the only item ranked as a severe usability problem. Consider letting users know earlier whether they are in service areas or not before they provide any personal information or consider a state field in the address section with a drop-down that only includes the states serviced by Say. 4 H4 H4.1 The main menu changes between the home page and the secondary level pages of the insurance score. The color changes and the secondary menu disappears. While this minimizes the chance the user will move out of the Insurance Score, it is inconsistent. Consider maintaining consistency in the main and secondary menu's colors and behaviors. H5 H5.1 Errors are not prevented. Errors show up after the users submit their information. Required fields are not indicated, and hint text inside the fields are not provided. Consider stopping users from being able to select the "next" button to go on to the next page until all inputs have been filled in correctly. H6 H6.1 Once the user starts the Insurance Score form, nothing on the screen tells the user where they are or where they are going. This could be problematic for users who, like some of the evaluators, may confuse the quote feature and the insurance score features. Consider changing the "Step 1 of 2" label to include "Step 1 of 2 of Insurance Score" or provide a clear header for the form pages. H8 H8.1 The copy is wordy on the home page. Irrelevant words can be edited to reduce the amount of words for the user. Consider editing the copy for brevity (e.g. "save some money" could be "save money" or "get the coverage" could be "get coverage"). H8 H8.2 The headline "clear-cut car insurance starts with a click" is not specific or precise, although that is what clear-cut usually means. The word click is understood by mobile users, but it is not accurate. Consider changing the headline to make sense for users on all platforms. RECOMMENDATIONS SUMMARY SEVERE MILD MILD MILD MODERATE MODERATE 24. RECOMMENDATION SUMMARY
  25. 25. THIS WORK WAS PERFORMED AS COURSEWORK IN THE UNIVERSITY OF CALIFORNIA- IRVINE'S MHCID PROGRAM. SAY IS NOT THE AUTHOR'S CLIENT AND DID NOT HIRE THE AUTHOR FOR THIS WORK. ALL IDEAS AND OPINIONS ARE THE AUTHOR'S ALONE. Prepared for Informatics 283: User Experience by Maria Haynie mhaynie1@UCI.edu 25. END

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