Cake Insure

Cake Insure 

June 2017 - February 2019
I worked as the sole UX/UI resource for the Cake team for the first 2 years of its life, collaborating with product management, development, data science, and customer success teams to ensure our design decisions supported business and customer needs.

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Background & Problem Statement:

The insurance industry as a whole is 10-15 years behind today’s expectations in user experience, Workers’ Comp is no exception. Historically it has taken Pinnacol Assurance (the state fund for workers’ comp in Colorado) 3-5 days to get a simple quote out to small business owners in CO, and twice that for coverage to take effect. While waiting for coverage to take effect, many small businesses are prevented from hiring employees or are non-compliant with the state by having employees working for them without coverage. The Cake team was tasked with improving the time to quote and buy workers’ comp coverage for small businesses in Colorado.

  User Research and Pain Point Identification, Problem Space Familiarization:  To start designing an easier way to quote and purchase workers’ comp insurance we started by doing market research, user interviews, and leveraging the years or insurance knowledge available to us from our parent company.  I was very unfamiliar with the problem space of insurance coming into this project, and participated in a certification course for property & casualty insurance producers to quickly ramp up my knowledge on the subject (I am a licensed insurance agent for property & casualty lines now).   New Process Definition:  Representatives and subject matter experts from each department at Cake came together to figure out what info we could get on our own, and what to ask for from all customers, some customers, or drop all together.   User Testing & Content Testing:  A number of focus groups and surveys had been completed by the product management team prior to me starting at Cake, but I was involved in all user interviews from the time I was hired onward and ran the first user tests with target customers to validate the best flow and format for the quoting tool. I tested 3 prototypes with varying approaches to the UI, and one stood out as the quickest and easiest for users to get through. We did uncover some issues with users being able to understand the question wording and some content around the actual coverages that our policy provided, which we content tested and iterated on to improve over time.

User Research

Developing personas, user journeys, and finding pain points.

The Learning Curve: 

To start designing an easier way to quote and purchase workers’ comp insurance the team needed to understand the product (insurance), our competition, and our intended customers. We started by looking at competitors like BiBERK and other industry leading user experiences like Lemonade and Oscar. We began to understand the traits that work and fall short with each of the above by conducting our own user testing on their products.

When we began interviewing customers, we were lucky to be able to pull from a pool of existing Pinnacol Assurance customers that fit our small business criteria. The product team led a focus group and several one-on-one interviews to uncover how workers’ comp insurance fit into their day to day lives and what the biggest frustrations had been surrounding getting coverage. Over time, I was able to help the Cake team develop personas by conducting user interviews, gathering data on how the site was used post-launch, and holding a collaborative session with key members of the Cake team who interacted with our customers the most.

During my first few months at Cake, I participated in a certification course for property & casualty insurance producers to quickly ramp up my knowledge on the subject (I am a licensed insurance agent for property & casualty lines now!).