IntelliDrive User Experience Study November 2016

IntelliDrive User Experience Study November 2016
River Brandon, Madison Russo & Michał Sterzycki

IntelliDrive UX Study - Approach
Method Online click-test and survey, presenting participants with screens of the app while asking them where they would click and following up with questions about their understanding of the app Used Research Now for recruitment and UserZoom to build the click-test and survey Participants 200 people with auto insurance Scope PI welcome and Travelers IntelliDrive Mobile App Proprietary & Confidential

IntelliDrive UX Study – Assumptions
Scenario 1: You signed up for IntelliDrive and need to set up the app to get evaluated Assumption: Users can set up the application easily on their mobile phone Welcome with link to app store, download app, home screen on phone, and open app Assumption: Users can go through on-boarding fields without issue In-app onboarding steps Assumption: Users understand how their driving is evaluated and measured Users know what the evaluation period is and how many days are left Users know what the rating variables measure Users understand the app is continuously running in the background Just want to make sure the user can accomplish these things Proprietary & Confidential

IntelliDrive UX Study – Assumptions
Scenario 2: You have a specific question about something in the app and need to get something done Assumption: Users know how to find more information if they need it Users know how to view driver trips and all trips Users know how to view details of each trip Users understand what trip events (speeding, braking, etc.) mean as segments or points along the trip route Assumption: Users can accomplish trip recall tasks Users know how to edit a trip incorrectly recorded as a driver trip Follow-up Survey Question: Ask customer how often they would check the app and how often they would want to be reminded about trips. Just want to make sure the user can accomplish these things Proprietary & Confidential

IntelliDrive UX Study – High-Level Findings
Validations: 73% of participants have used verification codes for app set up (Question 7) Participants thought the app was easier to set up than they expecated (Question 14) Issues: Participants did not immediately know where to go to edit a trip (Question 27) Clicked on ‘settings’ button at top, ‘Driver trips’ tab, ‘All trips’ tab, and the trip in the log Most participants clicked on call to action button in the welcome instead of the app store buttons (Question 1) 37% of participants thought the 90 days remaining was the number of days until their next policy renewal (Question 15) 43% of participants thought the number inside of the triangle next to trips on the home screen meant number of times on this route (Question 22) Proprietary & Confidential

IntelliDrive UX Study – High-Level Findings
Data Observations: Some results may imply an issue but I will assume this was from bad data. Secondary buttons were skipped by about 25% of participants (‘Resend Code’ Question 6, ‘Learn More’ Question 9, and ‘Skip ’ Question 10) About 25% of participants clicked on ‘Sometimes’ or ‘Almost Always’ for driving in their car Mon-Fri, when the question said they were using the bus 55% of participants thought their trip on the bus was correctly recorded, even though it was displaying in the ‘Driver Trips’ log Previous question indicates they knew how to look for trips from an Uber or taxi ride in the ‘All Trips’ log Participants indicated the description for ‘Time of day’ did not match their expectations, but they did not have any concerns about how it would be calculated. Perhaps participants understand what it was but did not expect it to be a rating factor in this program Proprietary & Confidential

IntelliDrive UX Study - Results
Question 1: Looking at this , where would you tap first to complete next steps for the IntelliDrive program? Participants selected CTA button before app store button. Perhaps moving the app store buttons to the Policy-To-Do list would fit better in the user’s flow. (shows all clicks) Proprietary & Confidential

Question 2: Let's say you clicked on one of the two buttons (App Store or Google Play) to download the IntelliDrive app, what would you expect to see next? Majority of participants recognize the function of an app store button. Proprietary & Confidential

Question 3: Let's assume you downloaded the IntelliDrive app on your phone (refer to image of app on home screen). Based on what you would expect to do, how difficult do you think it will be to set up the IntelliDrive app? 1= not at all easy, 5 = extremely easy Majority of participants thought set up for the app would be easy. Proprietary & Confidential

Question 4: You are entering the IntelliDrive app for the first time. Where would you tap next? Majority of participants selected the CTA button over the Terms of Service link. (shows all clicks) Proprietary & Confidential

Question 5: After seeing the Terms of Service, you are presented with this screen. After entering your mobile phone number, where would you tap next? No issue (shows all clicks) Proprietary & Confidential

Question 6: After entering your phone number, you should have received a text message with a code. If you did not get a text message, where would you tap next? Some participants selected CTA button over Resend Code link. We might be able to assume bad data from participants not fully reading the question or viewing the screen. Or we might want to enlarge secondary buttons. (shows 1st click) Proprietary & Confidential

Question 7: If you hit 'Resend Code' on the previous screen, a text message with a code would appear. (Refer to image above.) Have you used verification codes like this with other apps? Majority of participants are familiar with verification codes in apps. Proprietary & Confidential

Question 8: After submitting your verification code, you entered your name into this field. Where would you tap next? No issue (shows all clicks) Proprietary & Confidential

Question 9: After entering your name, you are shown this screen. If you wanted to know what s you would receive from IntelliDrive, where would you tap next? The phrasing of this question might be confusing, participant could have interpreted this to mean signing up for s. (shows 1st click) Proprietary & Confidential

Question 10: If you did not want to provide your address, where would you tap next? Some participants clicked on the CTA button over the Skip link. Perhaps we need to enlarge secondary buttons? (shows 1st click) Proprietary & Confidential

Question 11: You have just by-passed the screen and arrived to this screen. Where would you tap to give IntelliDrive permission to use Location Services? Did we show the ‘Next’ button as disabled? Participants may have thought the location services was already enabled… (shows 1st click) Proprietary & Confidential

Question 12: If you were using the bus to get to work on weekdays (Mon-Fri) and driving your child to soccer and doing errands every weekend, where would you tap to set your driving profile? Assuming bad data from this question as participants may have ignored the content in the question and added their own driving behavior… (shows 1st click) Proprietary & Confidential

Question 13: Assuming you drive a 2016 Mazda6 most of the time, where would you tap to set your vehicle? No issue (shows all clicks) Proprietary & Confidential

Question 14: You have completed your IntelliDrive set up. On a scale of 1 to 5, how easy was it to set up the IntelliDrive app? 1= not at all easy, 5 = extremely easy Setting up the app was easier than participants expected  Proprietary & Confidential

Question 15: After completing your IntelliDrive set up, you land on this screen. How would you interpret the headline that reads "90 days remaining"? Issue? No issue Proprietary & Confidential

Question 16: Imagine you completed your IntelliDrive set up 4 days ago and drove a few times since then. You opened the app and saw this screen. How would you interpret the star-rating shown in the image? No issue Proprietary & Confidential

Question 17: The star-rating shown is a sum of your driving performance from all trips recorded. In looking at the rating in this image, how would you describe your driving performance? No issue Proprietary & Confidential

Question 18: One of the rating factors is called "Time of Day". Where would you tap to find out what this means? No issue (shows all clicks) Proprietary & Confidential

Question 19: Descriptions of our rating factors will read: Time of Day: Driving at certain times during the day can be risky because of increased traffic or fatigue. Speed: More time spent driving at high speeds will not only increase the chance of an accident, but also how severe and costly it is. Acceleration: Harsh acceleration wears your vehicle down and might be a sign of aggressive driving. Braking: Sudden and forceful braking may mean you are following cars too closely and are at risk for hitting the rear of another vehicle. Do any of the descriptions NOT match your expectation? Check all that apply. Proprietary & Confidential

Question 20: For "Time of Day", which time periods would you consider most risky? Check the top 3 riskiest time periods from the options shown below. Proprietary & Confidential

Question 21: Do you have any concerns about how "Time of Day" would be used to calculate your ultimate IntelliDrive star-rating? No issue Proprietary & Confidential

Question 22: In looking at the list of trips recorded at the bottom of the screen, how would you interpret the number shown inside of the triangle? Issue Proprietary & Confidential

Question 23: If you took a taxi or Uber today, and opened the IntelliDrive app after your trip ended, where would you tap to view the details of this trip? No issue (shows all clicks) Proprietary & Confidential

Question 24: If you drove from Hartford to New Haven today, where would you tap to view the details of this trip? No issue (shows all clicks) Proprietary & Confidential

Question 25: In looking at the details of your most recent trip from Hartford to New Haven, how would you interpret the markers shown on the map? No issue (Image used for this question showed ‘Time of Day’ selected) Proprietary & Confidential

Question 26: Imagine you rode the bus from Hartford to New Haven today. You opened the app to review your star-rating and saw this screen. Do you think the app accurately captured your trip from Hartford to New Haven? (Image used for this question showed the trip under the ‘Driver Trips’ log, instead of the ‘All Trips’ log) Question 23 suggests the majority of participants understood where to click when wanting to view a trip from an Uber or Taxi. Therefore, I can assume the participants did not notice the log was set to be viewed on ‘Driver Trips’. Proprietary & Confidential

Question 27: If you think the app did not reflect the fact that you rode the bus, where would you tap to edit this trip? Issue (shows 1st click) Proprietary & Confidential

Question 28: Where would you tap next to edit this trip? No issue Proprietary & Confidential

Question 29: Where would you tap next to edit this trip? No issue Proprietary & Confidential

Question 30: With what frequency do you think you would open the app and browse its contents? Proprietary & Confidential

IntelliDrive User Experience Study November 2016

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