Takaful Emarat

Takaful Emarat

Designer  Ali Issa
Role UX Research & UI Design
June 2019

Takaful, meaning “solidarity” is a co-operative insurance system. It is based on the concept of shared contributions and mutual cooperation.


I followed a holistic approach to user experience design where the people, their motivations and goals always stay in the center and everything else revolves around them. Any change in any layer would have an impact on the whole structure.



As I moved through the UX design process, I addressed and answered these questions:

For whom?
By whom?
With what?
In what context?
How often?
What next?

Stage 1: People, Motivations and Goals

In this stage I addressed the following questions:

For whom?
In what context?

I first started by interviewing the stakeholders to get clear answer to the following questions:

What message are we communicating?
What does “success” mean for this project?
How do we set realistic, measurable goals?
What are the business goals?
What tactics are in use to reach those goals?
What are the objectives for the project?
What are the requirements for the project?


Defining an Audience

The second step was defining the target audience.



• Primary Audience

Young drivers, 20 – 30 year olds, who are single and either finishing their higher education or getting started with their professional career.

• Secondary Audience

Seasoned drivers, 30 – 45 year old, who are married and have 2 to 3 children.They are expats who have been living in the UAE for some years. This segment is also made up of UAE locals.

• Tertiary Audience

All drivers, UAE locals and expats.


Goals Context and Financial Context

What is the primary goal of the audience?



How much of a financial burden will using classic insurance instead of pay as you drive be on the audience?


How much of a financial burden will using classic insurance instead of pay as you go be on the audience?



Developing Fact-Based Personas

To provide points of reference for the different types of people in the target audience and keep them front and mind throughout the project, I developed what’s known as personas. These are archetypal descriptions of people, complete with names and attributes, that encompass the common attributes and qualities of different groups within the target audience.


Extending Personas With Empathy Maps

The empathy map is a great tool to deepen our understanding of the personas by placing them in the context of their surroundings.

Stage 2: Analysis and Structure

In this stage, I focused on the questions, what, how, where and with what? What we’re really talking about at this stage is substance and structure. What are we publishing? The content itself or the substance. And how, where and with what are we publishing it? The structure. In this stage of the process, I built a new layer on our ball that wraps around the core of people, motivations and goals.


Competitor Analysis

Studying competitor apps properly by being a user gave me the chance to explore the following:

• How are the competitor excelling in the market
• What are they doing to reach, engage, and close the sale
• Are customers praising their products or complaining about their experiences
• What features work well
• What features don’t work so well
• Spotting common patterns in the user interface that users are familiar with
• New patterns or features that offer inspiration

The competitors that I studied:

Head-to-Head Competitors:

• Metromile (www.metromile.com)
• Progressive (www.progressive.com)
• Safeco Insurance (www.safeco.com)
• Nationwide (www.nationwide.com)
• The Traveler Companies (www.travelers.com)

First Tier Competitors:

• Lemonade (www.lemonade.com)
• Trov (www.trov.com)

Second Tier Competitors:

• Slice (www.slice.is)


Content Models

A typical web-based publication has at least three content models, static pages, blog or news posts, and fillable forms. Mapping out these content models is an important part of the content strategy process. This helps identify what content fits in each content model bucket and builds bridges between content creators, designers, and developers as the content moves from early stage drafts to publication.


Scenarios and Activity Flows

The purpose of scenarios and activity flow is to establish when the audience access the content, why they are there and what they want to accomplish and how to get them through the experience in the most effective way possible.

Here’s an example of an activity flow created with MindMeister:


Information Architecture and Wireframing

When creating an information architecture for a project, I start by combining the user flows with the finalised content audit and content models. These documents provide guidance and a clear picture of what flows need to be prioritised, what content is available, and what types of content need to be accommodated.

Stage 3: Guides, Templates and Workflows

In this stage, I focused on how to create guides, templates, and workflows that make the implementation of a content strategy as streamlined as possible.

Stage 4: Creation and Management

In this stage, we look at the creation and management of content, focusing on the questions, who, when, how often, and what next. Starting with the question who owns the content? Looking at the work flows established in the previous stage, we see there are various roles involved in the creation of a piece of content. First, someone has an idea. Then, someone decides time and money should be invested in making content to represent this idea.


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