Targeted support for key phases

Testing a polished insurance flow — and what users actually saw.

Working with both agency and client, the research turned strong design instinct into validated direction.

Client

International insurance company

Timeline

Jan 2025 – Jan 2026

Role

UX researcher

Scope

Research planning, recruitment, IDIs, usability tests

Deliverables

Actionable report, stakeholder presentation

Languages

German, English

Context

A major European insurer was preparing to launch a new mobile flow for its car insurance journey. The design was already polished, but hadn't yet been tested with real users. Internally, the team assumed users fell neatly into "aware" and "unaware" segments — but they lacked evidence. They needed fast, focused research to validate their thinking and uncover friction points.

Approach

I worked independently but closely with the design team. My contributions included:

Conducting pre-test interviews to understand users' prior experience and expectations.
Moderating usability sessions with real-life scenarios.
Evaluating the recommendation flow and how users interpreted CTA labels.
Integrating competitor context into both script design and synthesis.
Shaping insight storytelling across agency and client teams for better alignment.

Outcome

Confirmed that users misunderstood the "recommendation" — it didn't read as a quote.
Identified confusion caused by having two primary CTAs on the home screen.
Debunked the internal "aware vs. unaware" segmentation — none self-identified as unaware.
Delivered insight slides that helped align teams and guide design iteration.
Supported iterative design changes and alignment across agency and internal teams — based on clear user evidence.

The insight

Users didn't realize they were looking at a quote. Once that surfaced, the next steps got clearer.

Reflection

A reminder that polish doesn't equal usability. Real user behavior often challenges internal assumptions — and surfacing those insights takes not just speed, but diplomacy and clarity. The outcome? Sharper decisions and stronger alignment.

Testing a polished insurance flow — and what users actually saw.

Other projects.

A skincare brand, launching on evidence instead of assumptions.

Bringing UX strategy to a small team — month by month.