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Lovys App

Lovys is a 100% digital neo-insurance company to offer tailor-made insurance products that meet the needs of the new generations, offering an all-in-one monthly subscription. The app makes it easy to manage a whole range of insurance products designed for its customers: home, smartphone, car, and even pets.

© Francisco G. Villar | Lovys | 2023

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At Lovys, User Experience takes center stage in the design and development of its digital insurance platform. With a focus on accessibility, simplicity, and efficiency, the app strives to create an intuitive and seamless experience for its customers. Through user research and feedback mechanisms, the UX team continuously refines and optimizes the platform to meet the evolving needs and preferences of its users.

From the initial onboarding process to policy management and claim submission, every touchpoint is meticulously crafted to ensure clarity, transparency, and ease of use. By leveraging design principles and emerging technologies, the app empowers customers to navigate the complexities of insurance with confidence and convenience, fostering trust and loyalty along the way.


As the Product Design Lead, responsible for the UX & UI Team, I assumed the following roles:

  • Define UX Strategy to improve the older version of the app;

  • Identify new opportunities for improvement and new features;

  • Guide the UX & UI Team on their daily tasks;

  • Review the teams' work;

  • Work closely with the Front End, Back End, Business Owners, Product Owners, Operations, Data and Marketing Team;

  • User Experience;

  • User Interface

The UX & UI Team was responsible for gathering data, user and business insights to bridge the company goals with the user needs, to ensure the best UX & UI practices were applied. 


UX & UI Team Deliverables:

  • Competitive analysis;

  • Discovery Canvas;

  • Site map;

  • User Journeys and Flows;

  • Low-fidelity wireframes;

  • High-fidelity mockups and prototypes;

  • Design System and UI Kit;

  • Usability Tests

Identifying the Problems

After talking with business owners and customers to understand their problems, it was clear the older version of the app had some usability and experience issues:

  1. Onboarding talked about Lovys and not the benefits of the app;

  2. Homepage wasn't personalized to each user with no clear access to their policies;

  3. It wasn't clear how to activate a policy, wich led to policies activation deadline expiring, losing the policy;

  4. There were no details on the status of a claim, which was frustrating for the customer;

  5. No detailed feedback about user account, i.e.: credit card expiring, which led to policies being cancelled due to the lack of payment;

  6. No details about other products Lovys has to offer;

Designing the Solutions

After understanding business and user problems, goals were set for both, and it became clear what we need to do to have the app helping achieve company and customer goals:

  1. Explain to customers the benefits of using the app;

  2. Personalized and contextualized homepage with quick access to their policies actions and details;

  3. Activate policy went "front and center" without the need to see the policy details;

  4. Design a claims rich feedback notification system wich tells the customer exactly where the status of the claim is;

  5. Clear notification system highlighting account needs and what actions customers need to have to not lose their policy;

  6. Specific product pages with access to the purchase funnel

Give users detailed information about their policies, and easy access to what they value and need.

Creating Structure

The structure, informed by surveys, interviews and data analysis of the previous version of the app, allowed for a better organization, with a focus on the most important needs, tasks and areas.

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Defining Tasks and User Flows

Understanding user needs and expectations was crucial in creating flows that provide a seamless and intuitive experience to complete the tasks. The main expectations for the user were managing their policy, opening a claim, knowing the claim status and controlling their payment information.

By mapping out these needs, we gained insights into how the users would interact with different features, where they might encounter obstacles, and how we could optimize their journey for efficiency and clarity.

Visualizing a User-Centric Experience

Rapid sketching (Low-Fid Wireframes) allowed the exploration of design patterns common among apps in the competitive landscape, helping understand which needed to carry over into the app to ensure familiarity. This also helped identify screen types that could serve multiple functions, as well as swiping/touch gestures that would likely be the most intuitive.

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Understanding What Users Find Intuitive, and Why

Mid-fidelity prototype testing, alongside Think Alouds, allowed to better understand how users expected to complete the tasks set for the testing. Analyzing their behavior, but more importantly, having a dialogue with them about what they expected, allowed to understand which adjustments needed to be made, such as the hierarchy and placement of some components.

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Branding the Experience

High-fidelity prototype testing brought users to the closest experience yet, and it revealed some issues. While users were able to complete the tasks, they found that it had a lot of information per screen, and some small details such as status and iconography were not clear. Therefore, the content was then reduced, and design details were adjusted to make the experience more clear before creating the design system.

Establishing Visual Design

Visually articulating all potential aspects of the Lovys brand (product, as well as marketing and beyond) meant defining a baseline design system that identified key elements of its visual identity.

The colour palettes imbued screens with a sense of calm and control; simple button states and clear iconography would help make tasks feel more manageable and information more clear. A single, modern sans-serif typeface, ensured legibility and clarity in messaging.