Project Goals and Objectives

Critical Mass was asked to examine the Valuable Personal Property (VPP) Insurance storefront flow with particular emphasis on the item description page. The abandonment rate exceeded 50% for both desktop and mobile. Because the description page appears after members have already approved the annual premium, USAA believed the content and layout were the cause.

The objective of the project was to minimize the abandonment on the VPP description page by reworking the content and layout.

Where It Began

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Project Kickoff

While taking a deeper look at the current experience of the VPP, we, the two Critical Mass Experience Architects on the project, realized the the actual problem may extend beyond the original ask. We suggested that the entire flow and experience needed a change. We proposed two options for scope: 1) The original ask to just design the one page, or 2) Our suggestion to restructure and design the whole experience. Option 2 was accepted. 

With the new objective in scope, we created a proposed new user flow.

Wireframes

I was tasked with creating wireframes and interaction design for the new proposed experience. Below are some snapshots of some of my screens, but you may view the full decks, as they clearer images, and are annotated for further explanation. The first iteration deck can be viewed here. And the most updated deck with annotations can be viewed here.

Desktop

Mobile

Bringing It To Life

Here are a couple screens of the designs made by the Creative Designer on the team.