INX Get your things

Timeline: 8 h challenge – Oct 2020

Team: Solange Molina

Role: UX/UI Designer, Researcher & Interaction Designer

Tools: Figma, Flowmapp, Photoshop

The challenge

Create something in one day

Brief description: A simple, customer centric experience that brings the customer to the centre and its tailored to them with flexible insurance.

Style: Easy, smart, personal – fresh, contemporary, modern, light and airy - a bit google – a
bit Apple.

Words, graphics, pics, and alternative mechanisms/design features to display
insurance and how you buy it.

Inspirational, contemporary design, with the customer being the most important thing.
Idea and the values + refreshing design that focuses on the customer.

IMPORTANT: INX is a fictitious  name that I've chosen for this commission. And represents the union of two big brands: AXA & ING with the aim to find synergies and convergence in the cross-selling of products.


First things first


I received this commission and began to think about the following steps in order to arrive at a design that would meet the requirements:


1 - Research about similar products

2 - Competitive Benchmark and gathering the most important featuers

3 - Create an inspirational  moodboard 

4 - Create a proto persona and scenario 

5 - Ideate rapid prototypes with HIGH definition and make them interactive

1- Research about similar products

Process step 1 of 5

There were mainly 3 different products on the current market that could help to understand the direction to follow.

  1. Luko
  2. N26
  3. Lemonade

2- Competitive Benchmark

Process step 2 of 5

The competitive Benchmark was focused on the main features on each one of the applications and finding how to combine the better.

The following table shows such a kind of features that deserves to be take into account:

Features table


Luko App | Click to enlarge the image

LUKO main insights:

Style: Formal, typical insurance oriented, a bit artsy ( with flat icons and illustrations, but traditional and old style colours)

Content in media: at Medium, not really good and extensive content, a bit boring in general.


Lemonade | Click to enlarge the image

LEMONADE main insights:

Style: Tech, beautiful design, disruptive, B corp support, charity, SoHo-Artsy, community,
connection, TL;DR, LGBTQ, Dethroning the legacy insurance.

Massive content in media: Medium articles, connected to their audience through instagram,
generating disruptive media. Articles about to get a good sleep, climate change (engagement
with audience). Giveback sense, community. Joining the trending (satisfying videos)

Inspirational readings:


N26 | Click to enlarge the image

N26 main insights:

Style: Adult, formal, smart

Massive content in media: Medium articles InsideN26.

Inspirational readings:

Design metrics:  “We always work on better understanding metrics around design. It’s very difficult to measure
the design impact, but we also need to understand the metrics that we can actually look at from
a business design perspective…”

Design metrics

3D cards: “the card is our users’ only physical touchpoint with us. This makes the card
selection one of the most important moments of our users’ journey, and a key
opportunity for the business to increase conversion.”

3D cards in mobile

3 - Inspirational  Mood board 

Process step 3 of 5

A Mood board is an excercise of early creativity to put all together in one page: a collage or composition of images, visuals and other objects, often created for the purposes of design or any kind of presentation.

Mood boards are used  at early stages to help designers to figure out how to create unified styles or themes for a design project.

Inspirational Moodboard | Click to enlarge the image

4 - Proto persona and scenario 

Process step 4 of 5

Proto Persona
Proto Persona

In this case and given the tight time to achieve the purpose,  I decided to crearte a “Proto Persona”, which is almost a Persona but with less data.

“A proto-persona is a description of the target users and audience of a product based on the assumptions of stakeholders.

Creating this ad-hoc persona allows product teams to begin designing and building immediately without getting overly bogged down with the details of user behavior. Since these personas are developed using the preliminary knowledge and assumptions of stakeholders and team members, the persona should be updated with any new information or analysis gained during the course of the project. (For example, from surveys, usability tests, and user interviews)”


5 - Rapid HI FI prototypes

Process step 5 of 5

With all the gathered information, the design moment arrives and I've been working in two different lines:

  1. Prototype 1.0: Formal but a little bit artsy
  2. Prototype 2.0 & 2.1: Disruptive, absolutely artsy and freestyle based.

It's important to undestand that the Prototype 2.0 and 2.1 are related between them. 

In Prototype 2.0 the journey guides the user to buy a product. In the second part, prototype 2.1, once the user has bought the product, the application ask and guides the user to buy an insurance for that product.

INX Prototype version 1
INX Prototype version 1 | Click to enlarge the image
Prototype 1 as an approach Click here to see the interactive prototype in action (external window)
INX Prototype version 2: part 1:
INX Prototype version 2.0 | Click to enlarge the image
Prototype 2.0 Click here to see the interactive prototype in action (external window)
INX Prototype version 2: Part 2
INX Prototype version 2.1 | Click to enlarge the image
Prototype 2.1 This second part shows the cross selling  insurance  option associated to the product the customer has bought, with personal (bot) assistant to create a personalized experience. Click here to see the interactive prototype in action (external window)