Designing a user-centered experience for car Insurance

This case study reveals how user research and usability testing shaped the user-centered design of car insurance integration for KMV (abastece-ai)

About
KMV (abastece-ai) is an app that rewards users with points for refueling at Ipiranga gas stations. The app also provides users with a digital wallet for convenient management of their points and transactions.
The challenge
KMV (abastece-ai) offers a range of car-related services, and the challenge is to effectively integrate and promote this auto insurance product within the existing app ecosystem and encourage user adoption.
The goal
The goal is to identify opportunities to promote car insurance purchases by customers through the app. This includes understanding user motivations for purchasing car insurance and leveraging those insights to drive adoption of the new auto insurance product.
THE PROCESS

Mapping the partner journey

To create the design of a seamless car insurance experience within the KMV (abastece-ai) app, we mapped the partner journeys of several leading insurers: Mapfre Seguros, Liberty Seguros and HDI. This mapping exercise aimed to identify commonalities in their car insurance purchase experiences. Understanding these shared elements is crucial, we can ensure a user-friendly and consistent experience for KMV (abastece-ai) users seeking car insurance.

Survey (quantitative analysis)

We investigated the motivations behind car insurance choices for users actively engaging with Carglass, Jetoil, and Pneustore services.

Interestingly, a majority (56.3%) expressed a preference for purchasing insurance through KMV (abastece-aí), suggesting a high level of trust and convenience associated with the platform. While price remains a significant factor for 39.5% of respondents, the data indicates that other factors, such as brand loyalty and a seamless experience, may also be influencing their decision-making.

Benchmarking
To better understand the auto insurance landscape, we developed a matrix that analyzes three key players, comparing their strengths and weaknesses to reveal potential insights and opportunities for innovation.
Prototyping
With the user journey defined alongside stakeholders, we built a navigable prototype to facilitate usability testing and gather valuable user feedback.
Usability testing
In order to optimize the user experience, we conducted A/B tests with moderated and remote participants to assess two different ways of presenting the insurers' descriptions.
THE RESEARCH

We conducted both moderated and unmoderated usability tests and sent a survey to better understand user needs.

80+

Users tested the experience

10+

Moderate user test

70+

Unmoderated user test

420+

Users responded to the survey

THE IMPACT

Despite representing a small portion of our overall user base, over 55% of a specific user group expressed interest in using the KMV app for car insurance, highlighting a promising opportunity for expansion.

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