I joined icare in February 2024 in a contracting capacity to support their Customer Experience and Brand teams develop a design system to support the communication and embedment of their enterprise wide customer journey and interaction strategy.
UX challenges
I had to hit the ground running and quickly grasp an understanding of the organisation and the 8 different schemes, what they do, their needs and how what they do fits within one global journey.
My first step was to get a thorough understanding of the business needs as well as those of the individual schemes. On this project I was working closely with the schemes and the Customer and Brand team.
Research
Through the initial research with the business and all 8 schemes the following solution was created and provided to the business.
Key Insights
Management wanted an easy, visual way, to show what the general icare journey experience is. Something they could use to easily pinpoint areas where teams were working and a tool which would help them communicate about the different points of the journey.
They also wanted to be able to clearly see:
– Each stage of the journey at a high level
– One visual device that would work across all schemesAcross the schemes they wanted to make sure they were correctly represented and not just being put in one bucket.
They wanted to be able to clearly see:
– Each stage of the journey at a high level
– A breakdown of all the points within each high level stage of the journeyThere are 2 areas within the journey that cycle. The first being the Insurance part of the journey. As long as the premiums continued to be paid the insurance cycle would continue. The second was the Care & Repair and Payments points of the Claim and Care part of the journey.
Design round 1
With the initial concepts ready to go it was time to start testing. Throughout the testing phases I conducted testing sessions with 10 different groups across icare representing the different schemes across icare, delivery teams, the GM working group and the executive committee.
While testing the above designs I received further feedback from the teams
They all like the labels being inside the lines.
The linear approach made it feel like there was a start and an end point and that they had to go through each step in order.
Claim & Care didn’t stand out enough
The feedback on which concept they preferred was mixed although concepts 2 and 3 were preferred.
Design round 2
Round 2
Testing insights
I conducted further testing with the teams and also with the executive management team.
They felt concept 1 didn’t work as well for icare anymore
The felt concept 2 felt too busy and whilst they liked it once they understood it, felt as though it took too much effort to understand.
They all liked concept 3 however thought the Insurance cycle needed to be smaller
They thought the transition/Close step made it look like it looped back into the Insurance cycle
Design round 3
Using a tint of the icare blue i was able to easily highlight a section of the icare Journey and then show a breakdown of the steps and touch points within that stage of the journey.
I then conducted further testing with the icare Scheme teams as well as the front line team
They loved the updated design and found it easy to follow and identify their parts of the journey
The loved the breakdown of the sections and found it easy to navigate to the exact parts of the journey they were currently working on
They felt as though the language used within the journey needed tweaking
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