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Simplifying Event Insurance for Event Organizers.
About
Event organizers and small and medium-sized businesses often struggle with understanding insurance options due to unclear coverage details, a complex purchasing process, and a lack of tailored solutions. These barriers led to uncertainty and inefficiency when securing event insurance.
To address these pain points, I conducted in-depth user research to uncover the specific needs of event organizers and SMBs. I designed user flows and interfaces that presented insurance options in a clear, intuitive manner while maintaining visual and interaction consistency with Sympla’s existing design system. Leveraging familiar elements ensured the interface remained intuitive for users already familiar with the platform.
The result is Sympla Seguro, a solution that reduces friction and streamlines the insurance process for small and medium-sized businesses. By improving clarity, usability, and accessibility, the product empowers users to confidently select the right coverage, creating a more seamless and efficient experience while supporting the successful execution of their events.
Clients
DiscoverMarket and Unconventional Wisdom
Timeline
2 weeks
My Roles
Lead UX/UI Designer
Design Tools
Figma, Perplexity
The Challenge
Insurance Shoppers Abandon
40% of customers abandon online insurance purchases due to complexity and cost.
Problem Space
Small and medium-sized businesses (SMBs) in Brazil frequently organize or participate in events that come with inherent financial risks. However, these businesses often lack sufficient insurance coverage to protect them from unforeseen circumstances such as accidents, cancellations, or liability claims. This gap leaves many SMBs vulnerable to potential financial ruin.
Despite the availability of event insurance, the current offerings in the Brazilian market are difficult for SMBs to navigate, with complex policies, high premiums, and time-consuming application processes that deter event organizers. As a result, many SMBs are either underinsured or entirely uninsured when hosting events.
Core Problem
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Complex Insurance Policies
SMBs often find insurance documents difficult to comprehend due to dense legal jargon and unclear terms. According to research, 71% of consumers find insurance policies hard to understand, making it a significant barrier to purchasing appropriate coverage.
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High Premiums for Small Events
Many SMBs face premiums that are disproportionate to the size and scale of their events, making insurance unaffordable. This mirrors broader industry findings where 40% of customers abandon online insurance purchases due to complexity and cost.
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Complex Application Processes
Lengthy and complex application procedures further deter busy small business owners from pursuing insurance coverage. Streamlining this process can be crucial to making insurance more accessible, especially given that companies with improved user experience see up to a 400% increase in online sales.
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Lack of Awareness
Many SMB owners are not aware of the specific risks tied to hosting events or the benefits of having event liability insurance. This lack of awareness exacerbates the underinsurance problem in the Brazilian event sector, similar to the 76% of consumers globally who prefer personalized experiences but do not receive them in the insurance space.
Complicated Policies
71% of consumers find insurance policies hard to understand
Addressing the Problem
The partnership between Sympla and Discovermarket will create a user-friendly, accessible event insurance platform by focusing on a user-centered design approach to overcome these challenges. Implementing effective UX design principles is key to addressing both the complexity of the product and the user experience challenges SMBs face.
HMW Question
How might we seamlessly integrate affordable and comprehensive event insurance into Sympla's ticketing platform to empower small and medium-sized businesses in Brazil to host safer, more successful events while minimizing their financial risks?
Define
Key UX Solutions
Simplified Interfaces
(Standalone Journey)
Given that 88% of users are less likely to return to a site after a bad experience, the insurance interface should be designed for ease of navigation. Clear, simple layouts can help users understand policies quickly, reducing confusion over complex insurance terms.
Streamlined Purchase
(Embedded Journey)
With 40% of consumers abandoning insurance purchases due to complexity, a simplified and user-friendly insurance application process can significantly reduce drop-off rates. By integrating insurance directly into the Sympla platform, users can seamlessly purchase policies in a few clicks, rather than going through lengthy forms.
Initial Engagement
(Banner and CTA)
Design a banner that facilitates a smooth transition from Sympla to the new insurance website. Additionally, create an email that includes a call-to-action (CTA) to be sent to event organizers after they have successfully set up their event on Sympla.
User Persona
Based on the insights gathered from my secondary research and analysis, I developed a comprehensive user persona that embodies the target user group.
Meet Carla
Carla, Age: 35; Location: São Paulo, BR; Occupation: Event Coordinator for a mid-sized marketing agency
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Values efficiency and reliability in service providers, including insurance partners.
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Desires to streamline the insurance process to save time and reduce stress.
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May lack experience with event insurance
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Finds the current event insurance options to be either too complex or lacking in flexibility.
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Wants to establish a reliable relationship with an insurance provider that understands the unique needs of medium-sized businesses.
Standalone Journey
UI Inspiration
Prototype
Guided by my UI inspiration board, I explored various design options for the standalone website journey. I refined the strongest concepts into solution sketches and translated them into grayscale, mid-fidelity wireframes in Figma. These evolved into an initial prototype, tested and iterated upon based on user feedback.
Sketches, Wireframes and Iterations
Main Page (Concept 1)
Embedded Journey
Prototype
The embedded journey for Sympla Insurance enables event organizers to seamlessly add insurance directly on Sympla's website while setting up their events. By integrating insurance into the event creation flow, it eliminates the need for lengthy, complex forms. This streamlined process minimizes drop-off rates, allowing users to secure coverage in just a few clicks. By offering insurance at the ideal moment during event setup, this approach enhances convenience, improves user experience, and boosts conversion rates.
Embedded Journey V1
For the embedded Sympla Insurance flow, I created a new section (#7) on the event creation page, seamlessly integrating the insurance option into the existing process. I used the same button style with a plus sign to maintain design consistency. When users click the button, a pop-up appears where they can easily fill out details about the person purchasing the insurance, whether it's for an individual or a business entity. This approach keeps the user experience smooth and intuitive, ensuring that adding insurance is a natural part of the event setup process.
Closing Remarks
Key Learnings
User-Centered Design Drives Engagement:
Simplifying complex processes like insurance can significantly improve user engagement. By focusing on intuitive flows, clear communication, and accessible designs, I was able to reduce friction and streamline the experience for small and medium-sized businesses.Consistency Across Platforms Enhances User Experience:
Maintaining visual and interaction consistency with Sympla’s existing design helped create a more seamless experience. Leveraging familiar elements like the toggle system kept the interface intuitive for users already familiar with the platform.Feedback is Essential for Refinement:
Iterative design based on user feedback helped improve both the visuals and functionality. Adjusting elements like copy clarity, image choices, and the inclusion of more detailed information led to a more user-friendly solution.Effective Use of Visual and Cultural References:
Incorporating local cultural references and humor into banners helped make the product more relatable, showcasing the importance of tailoring design elements to resonate with the target audience.
Next Steps
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Further Usability Testing:
Conduct more rounds of usability testing to gather additional insights on how users interact with the final prototype. This will help identify any areas for minor improvements, particularly in the embedded insurance journey. -
Explore Mobile Optimization:
While the current design is desktop-focused, the next phase will involve optimizing the journey for mobile users to ensure a smooth and responsive experience across all devices. -
Refining Post-Purchase Experience:
Continue enhancing the email confirmation process and explore opportunities to introduce post-purchase support, such as FAQs or automated assistance, to help users navigate their policy and payment process more effectively. -
A/B Testing of Banners and CTAs:
Run A/B tests on the different banner and CTA versions to see which ones resonate most with users and drive the highest engagement. This will provide valuable insights for future design decisions.
