Rethinking EV Insurance
Boom, a subsidiary of Abacai Group, is a digital first car insurer that position themselves as a simple ‘no-nonsense’ alternative in a notoriously competitive market. Launched in 2022, BoomEV set to introduce a groundbreaking electric vehicle (EV) and hybrid insurance product, tailored specifically to the rapidly growing EV market.
My Role
As the sole designer pre-launch, I was instrumental in:
Establishing a distinct brand identity for Boom EV, while maintaining a connection to the parent brand, Boom.
Crafting the MVP product, including the landing page, package selection flow, and checkout experience.
Developing future state product concepts including route mapper, charge point finder, EV shop, and gamification/community tools.
Brand Identity Challenges
The design faced two primary constraints:
Size Efficiency: The logo had to be impactful even in small sizes, as often seen on comparison sites.
Versatility: It needed to integrate three elements (logo, EV tag, package tag) and remain legible, even when scaled down.
EV Mode Toggle
In the shared digital space of Boom and BoomEV, much of the content was identical due to the products being housed on the same website. However, the distinctions between the two offerings necessitated a unique approach. To address this, I introduced a toggle feature to seamlessly switch between petrol and EV content. This design decision not only maintained the integrity of both product lines but also added a delightful and unique element to the user experience, enhancing engagement and highlighting the distinct features of each product.
Concept Development for Broader Applications
The focus was not just on the web platform, but also on exploring mobile apps, in-car applications and other digital interfaces. These future concepts were pivotal in gaining internal support from senior stakeholders, serving as a catalyst to secure further funding for the development of these innovative ideas.
Impact
Jemma Ashley, VP of Product: "James's work on the Electric Vehicle project has been invaluable. His design expertise across multiple platforms, coupled with his energetic and inquisitive approach, has greatly contributed to the product's success."
James Brewer, VP of Design: "In his short tenure with the team, James's profound design expertise has been pivotal in visualising and actualising a significant growth area in our digital product landscape."