Sensa A Saas design agents portal (UX,UI, Design System, Visual language, Branding )

Sensa is the first and only insurance company providing lifesaving emergency support, 24/7, to its policyholders during an emergency event.

As Design Lead, I was responsible for establishing the new brand's design principles so that they suit the target audience and the company's relevant needs, using feedback from market research and usability testing. I was responsible for designing the product interface that is currently

the main user interface for the company's customers and I created the design system that is the basis for all the decisions and actions taken

by our design team.

The POC Research

1. Market Validation Prior to Our US Launch

Prior to the transition from MDgo (a B2B insurtech company) to Sensa (a B2C insurtech company) we conducted market research studies to better understand the target market and test out the responsiveness to the business concepts in the US market. In order to do so, we started with objective research to examine the following aspects:

• Understand the priority target audience for the product
• Refine brand idea and concept
• Determine priority messaging for the brand
• Set the ideal launch plan

The research included Nationwide focus groups, surveys and examination of the POC process which included A/B testing of two new brand concepts with social media aspects and teaser campaigns. Within one week, I created MVP brand for the launch, that included the interface for the MVP SaaS platform, a branded minisite and other marketing assets (social media ads, videos etc.).

2. The Research

To better understand our users pains and needs, we've decided to examine four potential customer personas:

1. The watchdog parent

2. The childless driver

3. The car seat protector

4. The multigenerational

3. Our Main Personas

4. Detailed Findings

Current Provider Satisfaction Segmentation

Hands-Free/Emergency Services Segmentation

5. Final Conclusions & Key Takeaways

Policy Coverage - Case Study

The Need

Creating a component that allows agents to independently edit auto policy coverage for their customers and adjust it to the agent's needs, according to their budgetary constraints.

The Pain

The user arrived at the additional vehicle component after going through a very long process that includes a lot of questions and completion of key details including the policyholders' personal information, insurance history, family and/or relationship status, and more. After entering all of

the information in the "Get a Quote" process, the user received suggested policy options that they can offer to their clients, including coverage options that they can tailor specifically to meet their customers' needs. At this point in the process, the user is highly invested in generating a quote and this is the critical stage where the bid is set. So we had to simplify the process as much as possible to ensure that the user was getting the optimal experience with our product. Our goals were to enable ultimate accessibility and editing capabilities in order to optimize the amount of time invested by agents

in the process.

The Challenge

The challenge was to create an intuitive user experience for the agents that allows them to progress easily through the "Get a Quote" process. After conducting conversations and tests with users, certain issues arose that we aimed to solve in order to make the process simpler for them. The main issue was in adding more than one vehicle to the policy, which opened a number of tabs, requiring the agent to edit each vehicle separately. The users complained that this structure was inconvenient and that they needed to see all of the information about all of the vehicles on the policy so that they can compare and create a good quote to offer their customers.

The search after the most accurate User-Friendly Solution

To address this important challenge, our team performed a number of tests and came up with a number of solutions that we were able to design and offer our users. We explored the content that we could condense in order to minimize the effort invested in the process, what was important in the data hierarchy and what we could make easier to users at this critical stage.

The Solution

The selected solution appears in the component screenshot below. We changed the layout of how agents can edit the coverage and opened up the tabs into short and wide tabs that clearly display the coverage selected for each vehicle under the policy. This simple but significant alteration allowed our users to edit the coverage for each vehicle simultaneously, as opposed to surfing between different tabs. We received very positive responses from our users due to the change and this solution allowed us to reach design decisions for other components in the process as well.

**The following component shows an additional layout option that was created as a result of changes to the coverage available in each state.

Design System

Given the answers to the surveys and research from our target audiences, and our understanding of their pains from our POC process and the research's findings, Sensa was launched as an insurtech company in the US. The brand was launched using the same technology from the MDgo B2B product, but offering it as a new product bundle and under a completely new look-and-feel for the brand.