My contribution

During my time at Afa Försäkring I’ve been part of three agile teams. I was the first designer on site and started up several activities for a more insight-driven product development.

Some of my daily tasks included:

• Wireframing

• Prototyping

• UI design

• Workshops with stakeholders

• Effect mapping

• Customer journeys

Challenges

Afa Försäkring is an organization owned by Sweden's labour market parties. They are a non-profit insurance company.

Some of my challenges during the project:

• Afa Försäkring don’t know who the customer is before they make an insurance claim.

• Companies have different insurance terms. Customers rarely know what kind of insurances they have.

• Many target groups with different needs made it difficult to reduce information.

• The website needed to pass WCAG AA 2.2 (Accessibility)

New external website (2021-2023)

I’ve been involved with new the external website for Afa Försäkring

With the new external website the goal was to:

• Increase digital self-service

• Strengthen the brand

• Reduce the number of customers that don’t make any insurance claim despite being sick or having an injury.

I worked with the whole concept and implementation but I was especially involved with navigation, information structure and design for insurance and claims pages. I led workshops where we worked with customer journey and effect mapping together with the team and stakeholders. I initiated several activites for a more customer-driven product development, for example configured Hotjar and started up a test panel with customers. I also contributed with accessibility audits together with Funka.

Mina sidor (new logged in experience) (2023-2024)

I’ve been involved with new the sign in experience for insurance customers.

With the new Mina sidor pages the goal was to:

• Change to new visual identity

• Improve the usability for insurance claims

• Increase the number of successful insurance claims and reduce drop out rate

Together with another UX designer we collected customer insights and interviewed claims adjusters. We then mapped out all opportunities into an Opportunity solution tree. The tree was then cleaned so it only consisted of opportunities that was related to the overall outcome.