Turners Cars
(Case Study)
Turners Cars
Turners Car Auctions is a market leader in the automotive industry in New Zealand, responsible for more than 10% of all used vehicle sales in the country. It has retained its original function as a vehicle auctioneer, operating in 19 branches nationwide, but has become increasingly dependent on a parallel role as a conventional used vehicle dealership.
In support of that role, it has established in-house finance and vehicle insurance divisions that allow it to offer buyers a complete “one-stop shop” experience.
Turners is currently undertaking a major re-design of its motor vehicle insurance systems and processes, including an investigation of ways in which the introduction of new technologies can enhance the buyer experience.
Problem
Many prospective buyers report frustration with the online insurance purchasing process, citing difficult-to-navigate technology, unclear coverage options, and the requirement for in-person visits to complete the process, which can be socially draining.
Solutions
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Redesign a new insurance buying experience.
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Improve navigation to simplify the insurance buying process.
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Add a clear and easy way to compare insurance types.
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Build a Figma prototype that demonstrates the process and solutions.
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Highlight innovative features for a seamless, informative user experience.
Customer / Stakeholer interviews
Interviews were conducted with both a customer and a key stakeholder (Turners Insurance Manager) as part of the user research to identify user needs, issues, and pain points within the Turners insurance process. Based on the insights gathered, an empathy map, user persona, and user journey map were developed to support a deeper understanding of the problem.
Empathy map
User persona
User journey map
The insights gained from customer and stakeholder interviews enabled a clearer and more precise definition of the problems. The alignment of pain points across both perspectives supported the prioritisation of actionable items.
Problem statment, User story, HMWs
Based on insights gathered from user and stakeholder research, the next step was to define the key issues to address and to specify and prioritise tasks that would effectively resolve user problems.
Competitor analysis
The team conducted a brief competitor analysis, assessing features that improve customer experience and usability throughout the insurance purchasing process.
Ideation
The team then conducted ideation sessions to enhance the Turners Car Insurance pages, synthesising promising features into a solution that effectively addresses user needs.
Information architecture
The existing web information architecture was refined to improve ease of navigation for users accessing the car insurance section.
User flow
A user flow was then developed to optimise the insurance purchasing process, reducing the number of required interactions and minimising cognitive load to support task completion.
Low-fidelity wireframes
The series of pages was subsequently translated into low-fidelity wireframes. These were used in usability testing to validate that the proposed changes were aligned with the project’s goals.
Usability tests
Moderated usability testing was conducted with five to eight participants to evaluate the usability of the insurance section, assess the clarity of information, and identify opportunities for future improvement.
Improvements
Improvements were made in response to the feedback gained from usability testing.
High-fidelity mock-up
Outcome & next steps
Reflecting back on the solutions to the user problems, we ensured that the main pain points were addressed and that out final design aligned with the requirements from the project briefing.
Our next steps are to collaborate with developers to discuss feasibility, make further modifications, and handover the design for development, staying updated on its progress for additional support and changes.