The Aon Student Insurance website allows international students to manage their insurance conveniently. It offers features such as filing claims, viewing invoices, and accessing policy details.

OUR USERS

Who are the users?

The primary users of the Aon Student Insurance website are young international students who rely on the platform to manage their insurance needs while studying abroad.

THE CHALLENGE

Why did I decide to redesign?

As a long-time user of Aon Student Insurance, I often struggled with the website’s inefficiencies, especially when filing claims or navigating its features. The design could be improved to align with user needs, creating unnecessary frustration for an audience that values simplicity and speed.

Problems

PROBLEM 1

Unclear Pathways to Start the Claim Process

Users face redundant and confusing navigation options when trying to find where to start the process. Multiple entry points, such as the “File a Claim” and “Submit a Claim” buttons, lead to the same page but require additional choices and unclear steps. Furthermore, if logged-in users click the “File a Claim” button from the navigation bar, they are redirected to the same redundant options, and selecting certain paths, such as the online form, logs them out unexpectedly.

Impact on Users

Frustration from repeated loops and unclear pathways.

Impact on Business

Increased abandonment rates as users fail to start or complete the process.
Higher customer support inquiries caused by navigation confusion and errors.

PROBLEM 2

Unclear Presentation of ‘Get a Quote’ Feature

The “Get a Quote” feature is buried under the ambiguous “Request Insurance” navigation tab, leading users to believe they are beginning a full application process rather than simply exploring options. This misalignment creates confusion and hesitation, as users may avoid clicking due to fear of commitment or being directed to an overwhelming process. Although the quoting process itself is simple and user-friendly, the website fails to convey this effectively, making it seem more daunting than it truly is.

Impact on Users

Hesitation to engage due to fear of unintended commitment.

Impact on Business

Missed opportunities to attract new customers who may abandon the process early.

PROBLEM 3

Outdated Design and Poor Communication of Value

Aon’s website fails to deliver on its promise of being approachable and user-friendly. Its outdated design, inconsistent visuals, and cluttered layouts create confusion and diminish trust in the brand. Additionally, the homepage does not effectively communicate Aon’s value proposition or guide users to take action, leaving them uncertain about what Aon offers and why they should choose it.

Impact on Users

Difficulty in understanding Aon’s offerings and why they are valuable.
Reduced confidence in the website’s usability and reliability.

Impact on Business

Decreased user engagement and retention due to poor design and communication.
Reduced conversions as users struggle to navigate the site or understand its value.

Solutions

SOLUTION 1

Clear Navigation & Labelling System

Simplify the claim submission process by consolidating entry points and providing intuitive labels. Replace multiple, redundant “File a Claim” and “Submit a Claim” buttons with a single, clearly labelled call-to-action. Ensure users are guided seamlessly based on their login status, eliminating unnecessary steps and confusion. A straightforward, consistent navigation and labelling system will make starting a claim straightforward and hassle-free.

SOLUTION 2

Enhance information scent

Clearly communicate what will happen. For instance, users often have concerns before requesting an online quote, such as waiting time for an answer, receiving spam mail or if they’ll be directed to a payment page or a customer chat. Aon’s online quote process is simple and straightforward, which is a significant advantage.

SOLUTION 3

Consistent design system & Visual Hierarchy

Create a consistent design system which has rules & patterns. (e.g., colours, typography, spacing, and grid layout across all elements, ensuring everything feels cohesive). In the current design, elements like cards had different typography, icon styles, and spacing, which made the design feel scattered. Moreover, Group related information and organise sections to be clearly structured and uncluttered. Users are more likely to scan than to read in detail (Nielsen Norman Group, 2024).

Early Designs

Home

Online Quote

Log in

Claims

Submit a claim

Process

UNDERSTANDING THE CONTEXT

Background Research

I conducted initial research to establish a clear understanding of Aon’s goals and values, laying a foundation for aligned and informed design decisions.

Heuristic Evaluation

I assessed the existing information environment to identify key issues and improvement areas. Findings highlighted the need for enhanced navigation to better orient users and improve context, along with more consistent language usage to increase clarity for the audience.

UNDERSTANDING THE CONTENT

Background Research

I focused on the Home page, Navigation and File a claim flow to examine patterns and relationships within content and metadata. This analysis provided insights into the structural connections within the site, helping to refine the content hierarchy.

Labelling Table

I developed a labelling table to consolidate existing labels in a single document. I could identify inconsistency within the labelling system.

UNDERSTANDING THE USERS

Card Sorting

Using my notes, I developed activity cards and organised them through a card sorting exercise. This process helped me identify priority issues and gain a clearer perspective on my initial assumptions.

Observation & Note-Taking

I documented insights from my personal experiences over several years, capturing key observations through detailed note-taking.

SITEMAP

Information Architecture Audit

I created a sitemap of the existing Aon Student Insurance website to visualise its current information architecture clearly. This process allowed me to analyse the volume and organisation of content across the site. By mapping out each section, I could see how information is categorised, identify the primary navigation paths, and observe how various content types are grouped. This structural overview provides a clearer picture of the underlying content architecture, helping to reveal potential redundancies, inconsistencies, and areas where the navigation might be improved to enhance usability and findability for users.

AoN Student Insruance Website

Introduction

Problems

Solutions