Lavalier Order Pipeline Redesign
Goal: Design a flow that allows customers to receive a jewelry insurance quote in under a minute and purchase a comprehensive multi-piece policy in less than ten minutes, ensuring a seamless and efficient experience.
Background
Lavalier offers comprehensive, worldwide insurance coverage specifically designed for jewelry. With Lavalier's "all risk" coverage, your jewelry is safeguarded against nearly every conceivable risk, no matter where you are in the world. Lavalier wanted to enable customers to receive an insurance quote in under a minute and purchase a policy in less than ten minutes. To achieve this, they asked me to redesign their order pipeline to streamline and simplify the quoting and purchasing process.
Challenges
There were a few issues with the old pipeline:
The quote page was very stark and unfriendly. They weren't "selling" each step of the way, explaining the Lavalier benefits as the customer progresses through the site.
There was no progress bar to show the customer where they are within the process.
The forms were not as pleasing to the eye as they could have been and there were basic form/field boundaries/alignment issues.
The main website had a different look and feel than the order pipeline.
My Role
I was the lead UX designer for the project, working directly with the founder of Lavalier.
My Process
My UX process began with creating wireframes to define the interaction and flow of the pipeline, aiming to refine the process into manageable steps. The goal was to design a seamless experience that felt simple, despite requiring substantial information input. A key focus was on refreshing the 'Your Jewelry' page.
The old design required customers to enter one piece of jewelry at a time and only view the list of entered items at the end. I reimagined this process so customers could easily see all the items they were insuring, add new pieces, and edit existing entries throughout the process.
To enhance user experience, I added information about Lavalier and the benefits of their insurance to the right column in the new design. In the main quote area, I incorporated tooltips to provide users with helpful information, simplifying the form completion process.
I also designed the pipeline to mirror the brand look and feel of the main Lavalier website. Once the wireframes were complete, I applied a visual treatment based on this branding. I worked closely with the development team to refine the design and address various use cases. Additionally, I created a style and interaction patterns guide to ensure the design could be implemented as easily and quickly as possible.