Manypets App
ManyPets is a pet insurance company that is growing rapidly in the US and UK markets. The company's existing web platform was successful, but many of its customers were requesting a native app.
To address this gap, ManyPets app team (which I was a part of) worked with a development agency to build a light, simple, and minimal viable app for iOS and Android for the US market.
Contribution
User Flows
Info. Architecture
App store assets
Timeframe
3 months
Background
My involvement in this project was essential to defining the core user journeys, information architecture, and communicating with business stakeholders and the app development agency to ensure that the experience met the needs of our customers. I was part of the ManyPets App team and the project lasted for three months.
The challenge
We have received qualitative feedback from customers in the US and UK that they would have anticipated an app being available for ManyPets. The business also wanted to test out if an app would streamline the claims process while also helping out with retention and revenue.
The process
The process I followed for the app was a bit different than the usual process we follow mainly because we already had the core functionality designed and tested. These are the steps I took:
1.
Defining objectives and success metrics
The app team together with the stakeholders defined the success metrics and goals for the app
2.
Research
Discovery work on the existing web platform and UX research on our claims journey with the help of our UX research team
3.
Defining user flows
and IA
I defined the navigation using a hub and spoke model and created the main user flows
4.
Designing the app
I designed the onboarding screens, login and the rest of the additional app specific screens
5.
Development and testing
The development agency built the app based on the approved designs and before launching we tested it with a few select users
🚀
Deployment
The app was deployed to the App Store and Google Play. I also created all of the assets required for the app to be published.
Defining objectives and success metrics
The main business objective of this project was to find out if there is an actual use case for the app and test the benefits this can have over our existing and potential customers.
Apart from this I defined some key success metrics together with the Project Manager:
Claims: streamline the claims journey and decrease claim TTC
Notifications: customers can successfully manage their account and receive push notifications through the app
Quote: potential and existing customers can get a quote through our app
Analytics: set up analytics and measure impact of the app after launch
Pet insurance for many more moments together
9:41
Defining the information architecture
In order to create the main navigation I used a hub and spoke navigation model which allows the user to easily access the main areas of the app through the bottom nav or the dashboard. Anything else related to app settings, FAQ’s and contact were moved to the hamburger menu.
Mapping out the main user flows
I also defined the main user flows by writing the main user stories following the well known format:
As [a user persona], I want [to perform this action] so that [I can accomplish this goal].
Here are a few of the user stories I defined with some examples below:
As an existing user, I want to use the app to easily claim so that I can get reimbursed for my vet fees.
As an existing user, I want to use the app to check the status of my claim so that I can know if there is anything else needed from me or my vet.
As a new or existing user, I want to log in to the app so I can get a quote so that I can get my pet covered.
Designing the app
Because our components are part of a design system and some of the flows were already defined on web, I reused a lot of the components for the main screens while integrating the native app navigation and designing the other elements that would tie the app together. The process was fairly straight forward and allowed for a quick turn-around.
Research
During this stage I asked the help of our UX research team to get some insights on our online claims process and understand if there are any pain-points and how we can solve them in the app as well as on web.
This involved user testing sessions with our existing customers where we asked them to share their experiences with the current web version of the dashboard and claims process.
The key take-away was the absence of proper claim updates
Customers seek greater reassurance that a claim is actively being dealt with, seeing the same message on My Account does not provide that
Customers want to be informed if some action is needed on their part without having to ring customer service and chase for updates
💡
Shipping fast and iterating after launch
Usually I would complement the research with some competitor analysis but since this project was meant to use our existing functionality there was no need to do it. We decided that shipping fast and learning from our customers would be more beneficial.
📝 Key takeaways
After launch, we carried out some more user research and the app appeared to have a great uptake among our existing customers and we also uncovered some interesting behaviours.
One of those behaviours was that the claim numbers for the first month were above expectations and also claim related calls to customer service reps decreased significantly, which was really interesting.
By making it easy for users to claim and manage their account on a native app, we managed to add a lot of value to the business and a lot of potential for future improvements.
Development and testing
During the development phase, I kept in close contact with the agency development team as well as our developers to make sure all of the designs and behaviours were delivered as expected.
I also collaborated closely with our project manager to make sure the agency fixed any issues that appeared.
When the Beta was published and available we tested it internally on both iOs and Android to make sure everything worked as it should before launch.
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