Amazon Insurance Store

Customer's can now shop for home insurance the Amazon way.

As a one-stop solution for Amazon customers, it simplifies the process of comparing, purchasing, and managing various insurance policies, aligning with Amazon's commitment to customer obsession and satisfaction.

i was responsible for the complete end-to-end design & PRODUCT EXPERIENCE

ACTIVITIES & OUTPUT

The impact and achievements of my work on the Amazon Insurance Store have been substantial and wide-reaching

SUCCESSFUL PRODUCT LAUNCH

The Amazon Insurance Store, catering to home insurance, was successfully launched across web and mobile platforms for the UK market. This launch represented a significant milestone for Amazon, adding a new dimension to its service offerings and placing the company at the forefront of the online insurance market.

user experience improvements

Continual iterations on the comparison user experience have led to a more streamlined and user-friendly design, enabling customers to make more informed and confident decisions about their insurance choices. These improvements have contributed to increased user satisfaction and engagement with the platform.

PRICE COMPARISON PAGE REDESIGN

By redesigning the price comparison page, we've made it simpler and more intuitive for users to compare insurance options. This has increased user satisfaction and led to a 15% rise in conversion rates.

Stakeholder interviews

Understanding the business goals, user needs, and technical constraints from various perspectives.

I was hired specifically to lead the design of this project. My first few weeks were invested in conducting a comprehensive interviews with key stakeholders to gather insights into the project’s objectives, user expectations, and potential challenges.

MANAGER FEEDBACK

“JOHN IS A FORCE-OF-NATURE - BOTH IN PRESENCE AND ABILITY TO DELIVER. John HAS SHOWN HIS STRONG COMMITMENT TO CUSTOMERS, AND TO FINDING THE BALANCE BETWEEN CUSTOMER NEEDS AND BUSINESS FEASIBILITY. HIS OWNERSHIP OF AMAZON INSURANCE STORE OVER THE LAST YEAR, AS A SINGLE DESIGNER SUPPORTING 50+ DEVELOPERS HAS BEEN PHENOMENAL. KUDOS FOR YOUR OWNERSHIP, AND COMMITMENT“

— Jamie Acutt, UX Design Manager

Landing page design

ACTIVITIES & OUTPUT

10+ Stakeholders interviews

Engaged with over 10 key stakeholders, including product managers, developers, and executives, to gather diverse perspectives on project goals and user needs.

Identified Key Business Goals and User Needs

Extracted critical insights about business objectives and user requirements, helping to shape the direction of the project.

Created a Shared Understanding

Facilitated discussions to align all stakeholders on project constraints and opportunities, ensuring a unified vision.

COMPETITIVE ANALYSIS

Identify market gaps and opportunities by analyzing competitors’ strengths and weaknesses.

Performed an in-depth competitive analysis of leading insurance platforms to understand the current market landscape and benchmark best practices.

PEER FEEDBACK

“John has done a great job designing the entire AMAZON INSURANCE STORE experience. He has navigated challenging situations with calm and patience. He is open to feedback and constantly looking for ways to improve the customer experience. He is a great advocate for our customers.“

— Software Engineer

deep dive into the insurance industry to understand our competitors

ACTIVITIES & OUTPUT

Analyzed 8 Competitor Platforms

Conducted a thorough analysis of eight leading insurance platforms to understand market trends and best practices.

Highlighted Key Features and Design Patterns

Identified successful design elements and features from competitors that could be adapted or improved upon.

Identified Opportunities for Differentiation

Recognized gaps in the market where the Amazon Insurance Store could stand out. Created a detailed report summarizing the competitive analysis, which informed the design strategy.

MULTIPLE DESIGN WORKSHOPS

Foster collaboration and generate diverse ideas through interactive design sessions.

Organized and facilitated several design workshops with cross-functional teams to brainstorm ideas, align on vision, and create initial design concepts.

peer feedback

“John excels in his attention to detail, upbeat attitude, and receptiveness to feedback. My experiences working with John have been consistently positive, and I've been particularly impressed by his skill in incorporating feedback from both technical and product teams into high-quality designs. His work on the PCP redesign stood out to me as particularly noteworthy.“

— Product Manager, AIS

Customer Journey Map of Amazon Insurance Store

aligned on the customer journey based on research insight

ACTIVITIES & OUTPUT

Conducted 5 design workshops

Organized and led collaborative workshops with cross-functional teams to brainstorm ideas and create initial design concepts.

Developed initial design concepts and sketches.

Generated initial sketches and concepts based on workshop outcomes.

Synthesized ideas into actionable design directions.

Consolidated ideas into actionable design directions, guiding the next steps in the design process.

WIREFRAMES & SKETCHES

Translate ideas into tangible, low-fidelity visual representations to visualize the user journey and key interactions.

Developed wireframes for the entire user journey, focusing on layout, navigation, and core functionalities.

PEER FEEDBACK

“John has a remarkable talent for envisioning and executing large-scale projects, as demonstrated by his successful implementation of Lynx. His ability to think big and design efficiently has allowed the project to expand, enabled the team to reuse assets, and accelerated the timeline for design and implementation. A super talented designer with huge potential.“

— Product Manager, AIS

ACTIVITIES & OUTPUT

Designed Wireframes

Created low-fidelity wireframes for all key pages and user flows, focusing on layout and navigation.

Conducted Review Sessions

Held review sessions with stakeholders to gather feedback and iterate on the designs.

Iterated on Wireframes

Refined wireframes based on stakeholder input and usability considerations.

high-fidelity design

Created visually appealing and detailed designs that align with the brand identity and user needs.

Transformed wireframes into high-fidelity designs, ensuring a cohesive visual language and intuitive user experience.

PEER FEEDBACK

“John is an excellent business partner. He is quick to grasp the concept and proposition of our products, responsive to requests to share his knowledge and expertise, and a strong advocate for the customer experience. His communication is clear and concise, and his approach is collaborative.“

— Senior Product Marketing Manager

price comparison page design for mobile and desktop

DESIGNED HIGH-FIDELITY PROTOTYPE OF THE PRODUCT IN FIGMA

ACTIVITIES & OUTPUT

Developed High-Fidelity Mockups

Created detailed, high-fidelity mockups for all screens, ensuring visual consistency and alignment with Amazon’s brand.

Ensured Design Consistency

Adhered to Amazon’s design guidelines and best practices throughout the design process.

Conducted Design Reviews

Regularly reviewed designs with stakeholders and made necessary adjustments.

FINAL SPECS & ASSET PRODUCTION

Ensure seamless implementation by providing detailed design specifications and assets to the development team.

Prepared final design specifications and assets, ensuring all elements were ready for development.

PEER FEEDBACK

“John's superpower is coming up with designs that are technically feasible and customer-friendly. John is great at collaborating with developers while meeting the needs of the customers. John has helped make it more customer-centric and a better product by iterating through multiple designs.“

— Engineering Manager, AIS

QUOTE CARD REDESIGN

ACTIVITIES & OUTPUT

Documented Design Specifications

Created detailed design specs, outlining all necessary details for developers.

Produced Design Assets

Generated and organized all design assets required for development.

Coordinated with Developers

Worked closely with the development team to ensure a smooth handoff and clear understanding of design requirements.

Conducted Design QA

Performed quality assurance checks during development to ensure design fidelity.

EXECUTIVE STAKEHOLDER PRESENTATION

Communicate the project’s vision, design process, and outcomes to senior leadership and stakeholders.

Presented the final design and project outcomes to executives, highlighting key achievements and future opportunities.

PEER FEEDBACK

“John is a crucial asset to the team. His expertise and extensive knowledge of Figma and UX are indispensable, providing 101% value for everyone. His curiosity about the latest design trends breathes new life into visuals, extending beyond the realm of UX. Additionally, he has a vision for expanding the business beyond the UX domain, benefiting our team and other teams.“

— Head of AIS

ADDRESS WIDGET UX - AUTO POPULATES CUSTOMER'S ADDRESS TIED TO THIER AMAZON ACCOUNT

ACTIVITIES & OUTPUT

Prepared Executive Presentation

Developed a comprehensive presentation highlighting the design process, key insights, and outcomes.

Showcased Design Process

Presented the end-to-end design journey, emphasizing research insights and design decisions.

Highlighted User Research

Demonstrated how user research informed design choices and contributed to the project’s success.

Discussed Project Impact

Illustrated the business and user impact of the project, reinforcing the value of the design work.

next case study

PRICE COMPARISON PAGE REDESIGN

To address the high drop-off rate and user confusion on the Price Comparison Page of the Amazon Insurance Store by redesigning the interface to enhance visibility, clarity, and user confidence

85% drop-off rate on the Price Comparison Page
The policy details were not clear to customers
90% of the quote cards were below the fold on desktop

VIEW CASE STUDY