Home / UX /UI Design / Berkshire Title Company Project
I strategically situated Berkshire Title Insurance within the comprehensive landscape of real estate title insurance, developing a communicative brand that connects with clients on a personal level.
I strategically situated Berkshire Title Insurance within the comprehensive landscape of real estate title insurance, developing a communicative brand that connects with clients on a personal level.
My Roles
- UX / UI Designer
- UX Researcher
- Prototype Design
- Responsive
- Website Design
Tools
- Figma
- Adobe Photoshop
- Adobe Dreamweaver
- WordPress
Client
- Berkshire Title Company
- Dec 2022- May 2023
- 20 Weeks
The Challenge: To build an intuitive website that facilitates title insurance quote acquisition for prospective home buyers.
The Challenge: To build an intuitive website that facilitates title insurance quote acquisition for prospective home buyers
In a fiercely competitive title insurance landscape, I transformed the opaque pricing and tedious procedures of Berkshire Title Company through a user-centric website. Blending intuitive design with robust functionality, my solution empowered future homeowners to effortlessly estimate their closing costs, eliminating surprises and fostering security. This streamlined platform not only simplified order placement but also instilled transparency, boosting client confidence and peace of mind during a typically stressful process. Within its first quarter, the website generated a 25% surge in online quote requests and a 40% decline in customer inquiries about unexpected closing costs, proving its effectiveness in empowering clients and streamlining Berkshire Title’s operations.
User Interviews
User Interviews
I conducted interviews with three participants with the aim of gaining insights into their title insurance acquisition. The principal focus of these interviews was to discern the essential components and challenges inherent in their processes.
User 1 Question
Can you describe your experience when searching for and purchasing home title insurance on a the internet?
User 2 Question
Were there any specific features or information you found lacking or difficult to find during the home title insurance purchasing process?
User 3 Question
Were there any pain points or challenges you faced during the online home title insurance purchasing process?
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
COMPANY
STRENGHTS
WEAKNESS
- Prompt Call to Action
- Unified Throughout
- Concise Header
- Visual Elements, e.g., Video
- Educational Content
- Organized Sitemap
- Interactive Messaging Feature
- Top-notch SEO Implementatio
- Menu Icon (for "Burger Menu")
- White Space Overload
- Instantaneous CTA
- Minimal Scrolling Required
- Dynamic Calculation Features
- Informative Resources
- Net Sheet Calculator Bot
- App Functionalities
- Missing Sitemap
- Text Too Minuscule
- Incoherent Design Throughout
- Immediate CTA
- Seamless Design
- Educational
- Client Feedback
- Personable Images
- Sitemap
- Excessive vertical scrolling
- Extensive text
- Notable logos throughout
Affinity Mapping
Affinity Mapping
User interviews revealed several key takeaways that would improve a home title insurance company’s online experience. Users highly value a user-friendly website with clear navigation, easy-to-find information about billing, fees, and policy information. Pricing is central to their decision-making process, causing them to actively compare quotes from different providers. Recommendations from friends and family play an important role in implementation decisions, emphasizing the importance of positive customer feedback. Pain points include difficulties with the online application process, such as long and confusing documents, difficulty uploading required documents, slow process and users suggest online application chat features are not included for immediate communication. Addressing these insights provides an opportunity to enhance customer satisfaction, trust, and the overall online experience of home property insurance.
Insights
from User 1
Insights
from User 2
Insights
from User 3
Positive Aspects
Clear
Coverage
Information
Positive
Online
Reviews
Easy
Document
Upload
Insights
from User 2
Areas of Improvement
Calculator
flow
and Pricing
Lengthy
Decision-
making
Process
Pricing
Consideration
Insights
from User 3
Common Pain Points
Document
Upload
Process
Difficulty
Comparing
Policies
Reputation of
Insurance
Insights from User 1
Positive Aspects
Clear
Coverage
Information
Areas of Improvement
Calculator
flow
and Pricing
Common Pain Points
Document
Upload
Process
Insights from User 2
Positive Aspects
Positive
Online
Reviews
Areas of Improvement
Lengthy
Decision-making
Process
Common Pain Points
Difficulty
Comparing
Policies
Insights from User 3
Positive Aspects
Easy
Document
Upload
Areas of Improvement
Pricing
Consideration
Common Pain Points
Reputation of
Insurance
Persona
Persona
Meet John, a 28-year-old single marketing graduate, crafted post-interviews. Eager to understand home title insurance intricacies, John seeks affordable coverage aligned with his budget-conscious mindset. Overwhelmed by complex terms, he values clarity and transparency. Motivated by providers offering clear information and competitive rates, design considerations should focus on user-friendly interfaces, simplified terminology, and transparent pricing for John’s tailored experience.
john
JOB
Marketing Coordinator
More Information
Age:
28
Education:
Bachelor's
Status:
Single
Location:
Urban
Background
John is a recent graduate in marketing, eager to embark on the journey of homeownership. He has a strong background in marketing concepts and strategies but is relatively new to the intricacies of the real estate world. He sees homeownership as a significant milestone and is enthusiastic about making informed decisions to secure his first home.
Goals
John’s primary goal is to comprehend the complexities of the home title insurance process. Coming from a marketing background, he is aware of the importance of research and due diligence.
Fraustration
John finds the terminology related to home title insurance confusing. The technical language used in the industry poses a challenge for him to grasp the details easily.
Behaviors
Research and Due Diligence:
John, leveraging his marketing skills, is inclined to conduct thorough research to comprehend the complexities of the home title insurance process.
Budget-Conscious:
Conscious of his budget, John exhibits behaviors aligned with affordability, carefully considering pricing details during his exploration of home title insurance providers.
User-Friendly Interfaces:
John’s inclination towards user-friendly interfaces becomes evident, reflecting his need for simplified terminology and well-organized information.
Feature Prioritization
Feature Prioritization
Introducing the Feature Prioritization Table, I have meticulously evaluated and ranked key features to prioritize my focus and resources effectively. Each feature is assessed based on its priority, feasibility of implementation, and the anticipated impact on user experience
User Flow
User Flow
Based on the insights gathered from user interviews, affinity mapping, persona creation, and feature prioritization, the user flow for the online home title insurance purchase process can be outlined as follows. The journey begins with users navigating from home page on the website, guided by a clear understanding of the user flow. As users delve into the title calculator, they seamlessly find the information they need, enhancing usability.
Building the Site Structure
Building the Site Structure
In creating low-fidelity wireframes, I sketched ideas for the home page, calculator, mortgage calculator, and title calculator. The advantage of employing low-fidelity wireframes was securing immediate approval for the approximate layout structure.
Style Guide
Style Guide
I aimed to create a website with a focus on simplicity and user-friendliness. My design approach incorporates fundamental, clean elements that are visually compelling. The intention is to provide an accessible and straightforward experience for users navigating the site, ensuring ease of use and leaving a lasting impression with the clean and engaging design elements.
High-fidelity Prototypes
High-fidelity Prototypes
Here in the High-Fidelity Prototypes section, the client is able to see how all the research has helped us create a user-centric website.
Usability Testing
Usability Testing
I conducted interviews with three participants to gain insights into the flow of their interactions and assess the user-centered design of the website. The primary objective of these interviews was to understand how end users perceive and comprehend the website.
Task One
Show me how you navigate to, complete, and evaluate the “Order Title” section, noting navigation issues, uploading a sample contract, and providing overall feedback for improvement.
Task Two
Show me how you evaluate the “Title Calculator” for input clarity, information transparency, and user intuitiveness, noting any navigation or calculation hassles.
Result Analysis
Result Analysis
Issues
Issues
- While users generally appreciated the title calculator, some expressed concerns about the clarity of certain input fields. Ambiguities in the instructions for specific data inputs led to uncertainties about the accuracy of the calculated results. Enhancing the clarity of these input fields will contribute to a more user-friendly and trustworthy title calculator experience
- Users reported experiencing delays in receiving responses from customer support. This issue highlighted potential inefficiencies in the support system, affecting the overall user satisfaction
Feedback
Feedback
- Users who accessed the title calculator from mobile devices reported varying degrees of responsiveness. Some users experienced minor glitches or difficulties in navigating the calculator on smaller screens.
- Users generally found the decision-making process to order a title clear and user-friendly. Positive feedback highlighted the straightforward steps involved in initiating the title order.
Next Steps
Next Steps
Issues
Issues
- Identify and prioritize critical issues that have a significant impact on user experience and functionality.
- Assess and streamline the customer support system to ensure quicker responses to user inquiries.
- Improve the clarity of certain input fields in the title calculator based on user feedback.
- Prioritize the optimization of the title calculator for mobile devices.
