Novo - UBI Driver Board

Mobile

Year:

2022-2023

Role:

Design Lead, UI & UX

Product Type:

Usage Based Insurance(0-1)

Project Overview

Team: Product Designer, Principal Brand Designer, Engineers, QA, Marketing/CI
‍
NOVO Insurance helps users understand how their driving behavior impacts their insurance costs. Over a 12-month product cycle, I led the design of the Driving Board, from defining the initial MVP to evolving it into a behavior-driven dashboard powered by Cambridge Mobile Telematics (CMT).

My role spanned all phases: from designing the 1st launchable version based on the acquired Motion Insurance app, to validating core concepts in a beta release, to reshaping the experience based on user feedback and platform constraints.

This case study focuses on Phase 3: major design evolution of the Driving Board, where I introduced weekly score breakdowns, trip-level insights, and behavior-based motivation to help users reflect and improve. Building on earlier phases, where I designed the initial launch version and validated core concepts, this iteration aimed to make driving data more actionable and personally meaningful.

Driver Board Evaluations

Business Goal

Reduce claim/loss rates by encouraging safer driving behavior.

User Impact Goal

Help users understand their driving and improve their driving habits to potentially save money on car insurance.

Target Users

Millennials

Design Process

Design Problem #1 📌

How might we make driving data more specific and relatable,

so users can reflect and see its impact on insurance?

Solutions

I started by synthesizing insights from user feedback and internal dogfooding sessions to understand where the experience felt vague or unmotivating.

 

Based on those findings, I explored different ways to visualize driving behavior over time, using wireframes and prototypes to test score breakdowns by week, day, and trip. I collaborated with engineers and CMT partners to ensure the design aligned with real data constraints, then refined the UI to prioritize clarity, reduce cognitive load, and support behavioral reflection. Each iteration focused on making the experience feel more relatable, informative, and actionable for everyday drivers.

 

The redesigned Driving Board provides both a high-level summary and detailed, time-based insights

- Kept the Total Driving Score to show overall performance

- Introduced a Weekly Driving Score to help users track short-term progress

- Broke down risky behaviors by week and weekday

- Added trip-level maps with event markers for context

- Included an estimated insurance rate, linked to current safety score and projected mileage

Based on those findings, I explored different ways to visualize driving behavior over time, using wireframes and prototypes to test score breakdowns by week, day, and trip. I collaborated with engineers and CMT partners to ensure the design aligned with real data constraints, then refined the UI to prioritize clarity, reduce cognitive load, and support behavioral reflection. Each iteration focused on making the experience feel more relatable, informative, and actionable for everyday drivers.

 

The redesigned Driving Board provides both a high-level summary and detailed, time-based insights:

- Kept the Total Driving Score to show overall performance

- Introduced a Weekly Driving Score to help users track short-term progress

- Broke down risky behaviors by week and weekday

- Added trip-level maps with event markers for context

- Included an estimated insurance rate, linked to current safety score and projected mileage

Low-fi

Hi-fi

Design Problem #1 📌

How might we present driving scores in a way that encourages reflection and improvement without overwhelming users with negative visual feedback?

Aligning with Telematics Logic, in the original design, the score meter thresholds were:

0–70 = Red (unsafe)
70–80 = Yellow (average)
80–100 = Green (safe)

 

This resulted in the meter where more than half the arc was red, which created two major issues:

1. Visual stress: The dominance of red made the UI feel judgmental and heavy.
2. User discouragement: Even moderately low scores looked like failure, creating negative emotions.

Solutions:

Based on both user and stakeholder feedback, I've made two key changes:

 

1.Capped the score meter at 50

  • Scores still calculate below 50, but visually the meter starts at 50
  • This rebalanced the segments to:
    Red = 1–70
    Yellow = 70–80
    Green = 80–100

 

2.Simplified the visual design of the meter

  •  Active range is visually emphasized
    The score meter now highlights only the range that corresponds to the user’s current score. This immediately draws focus and helps users quickly interpret their performance.
  •  Faded inactive zones reduce distractions
    Color segments not related to the current score are softened, creating a more focused and calm visual hierarchy.
  •  Tick marks removed
    Removing the tick marks eliminates visual clutter and simplifies the component, making it easier to read and emotionally lighter.

Ideations and Iterations

Final Design

Final Outcome

DAU increased from 7% to 15% post-launch. Early policyholder interviews highlighted that weekly scores, trip insights, and estimated rates helped users reflect and stay motivated. Broader testing with 822 users further validated the experience，over 50% found it helpful, intuitive, and easy to use, especially among tech-savvy users.

Other Works

Scout Nav - Safer Route

HMI

Android Mobile

Scout Nav - Safer Route

Mobile

Stellantis - Digital

Ecosystem

HMI

Interested in working together?

Contact me:

pohu.interactive@gmail.com

Copyright @ Po Hu. All Rights Reserved

Novo - UBI Driver Board

Mobile

Year:

2022-2023

Role:

Design Lead, UI & UX

Product Type:

Usage Based Insurance(0-1)

Project Overview

Team: Product Designer, Principal Brand Designer, Engineers, QA, Marketing/CI
‍
NOVO Insurance helps users understand how their driving behavior impacts their insurance costs. Over a 12-month product cycle, I led the design of the Driving Board, from defining the initial MVP to evolving it into a behavior-driven dashboard powered by Cambridge Mobile Telematics (CMT).

My role spanned all phases: from designing the 1st launchable version based on the acquired Motion Insurance app, to validating core concepts in a beta release, to reshaping the experience based on user feedback and platform constraints.

This case study focuses on Phase 3: major design evolution of the Driving Board, where I introduced weekly score breakdowns, trip-level insights, and behavior-based motivation to help users reflect and improve. Building on earlier phases, where I designed the initial launch version and validated core concepts, this iteration aimed to make driving data more actionable and personally meaningful.

Driver Board Evaluations

Business Goal

Reduce claim/loss rates by encouraging safer driving behavior.

User Impact Goal

Help users understand their driving and improve their driving habits to potentially save money on car insurance.

Target Users

  • Safety-Conscious Drivers
  • Parents / Caregivers
  • New / Inexperienced Drivers
  • Drivers with Prior Incidents or Insurance Sensitivity

How might we make driving data more specific and relatable,

so users can reflect and see its impact on insurance?

Target Users

Millennials

Solutions

I started by synthesizing insights from user feedback and internal dogfooding sessions to understand where the experience felt vague or unmotivating.

 

Based on those findings, I explored different ways to visualize driving behavior over time, using wireframes and prototypes to test score breakdowns by week, day, and trip. I collaborated with engineers and CMT partners to ensure the design aligned with real data constraints, then refined the UI to prioritize clarity, reduce cognitive load, and support behavioral reflection. Each iteration focused on making the experience feel more relatable, informative, and actionable for everyday drivers.

 

The redesigned Driving Board provides both a high-level summary and detailed, time-based insights

- Kept the Total Driving Score to show overall performance

- Introduced a Weekly Driving Score to help users track short-term progress

- Broke down risky behaviors by week and weekday

- Added trip-level maps with event markers for context

- Included an estimated insurance rate, linked to current safety score and projected mileage

Design Process

Design Problem #1 📌

How might we present driving scores in a way that encourages reflection and improvement without overwhelming users with negative visual feedback?

Based on those findings, I explored different ways to visualize driving behavior over time, using wireframes and prototypes to test score breakdowns by week, day, and trip. I collaborated with engineers and CMT partners to ensure the design aligned with real data constraints, then refined the UI to prioritize clarity, reduce cognitive load, and support behavioral reflection. Each iteration focused on making the experience feel more relatable, informative, and actionable for everyday drivers.

 

The redesigned Driving Board provides both a high-level summary and detailed, time-based insights:

- Kept the Total Driving Score to show overall performance

- Introduced a Weekly Driving Score to help users track short-term progress

- Broke down risky behaviors by week and weekday

- Added trip-level maps with event markers for context

- Included an estimated insurance rate, linked to current safety score and projected mileage

Low-fi

Hi-fi

Aligning with Telematics Logic, in the original design, the score meter thresholds were:

0–70 = Red (unsafe)
70–80 = Yellow (average)
80–100 = Green (safe)

 

This resulted in the meter where more than half the arc was red, which created two major issues:

1. Visual stress: The dominance of red made the UI feel judgmental and heavy.
2. User discouragement: Even moderately low scores looked like failure, creating negative emotions.

Solutions:

Based on both user and stakeholder feedback, I've made two key changes:

 

1.Capped the score meter at 50

  • Scores still calculate below 50, but visually the meter starts at 50
  • This rebalanced the segments to:
    Red = 1–70
    Yellow = 70–80
    Green = 80–100

 

2.Simplified the visual design of the meter

  •  Active range is visually emphasized
    The score meter now highlights only the range that corresponds to the user’s current score. This immediately draws focus and helps users quickly interpret their performance.
  •  Faded inactive zones reduce distractions
    Color segments not related to the current score are softened, creating a more focused and calm visual hierarchy.
  •  Tick marks removed
    Removing the tick marks eliminates visual clutter and simplifies the component, making it easier to read and emotionally lighter.

Design Problem #1 📌

Ideations and Iterations

Final Design

Final Outcome

DAU increased from 7% to 15% post-launch. Early policyholder interviews highlighted that weekly scores, trip insights, and estimated rates helped users reflect and stay motivated. Broader testing with 822 users further validated the experience，over 50% found it helpful, intuitive, and easy to use, especially among tech-savvy users.

Other Works

Scout Nav - Safer Route

HMI

Android Mobile

Scout Nav - Safer Route

Mobile

Stellantis - Digital

Ecosystem

HMI

Interested in working together?

Contact me:

pohu.interactive@gmail.com

Copyright @ Po Hu. All Rights Reserved

Novo - UBI Driver Board

Mobile

Year:

2022-2023

Role:

Design Lead, UI & UX

Product Type:

Usage Based Insurance(0-1)

Project Overview

Team: Product Designer, Principal Brand Designer, Engineers, QA, Marketing/CI
‍
NOVO Insurance helps users understand how their driving behavior impacts their insurance costs. Over a 12-month product cycle, I led the design of the Driving Board, from defining the initial MVP to evolving it into a behavior-driven dashboard powered by Cambridge Mobile Telematics (CMT).

My role spanned all phases: from designing the 1st launchable version based on the acquired Motion Insurance app, to validating core concepts in a beta release, to reshaping the experience based on user feedback and platform constraints.

This case study focuses on Phase 3: major design evolution of the Driving Board, where I introduced weekly score breakdowns, trip-level insights, and behavior-based motivation to help users reflect and improve. Building on earlier phases, where I designed the initial launch version and validated core concepts, this iteration aimed to make driving data more actionable and personally meaningful.

Driver Board Evaluations

Business Goal

Reduce claim/loss rates by encouraging safer driving behavior.

User Impact Goal

Help users understand their driving and improve their driving habits to potentially save money on car insurance.

Target Users

Millennials

Design Process

📌 Design Problem #1

How might we make driving data more specific and relatable,

so users can reflect and see its impact on insurance?

Solutions

I synthesized insights from user feedback and internal dogfooding sessions to identify areas of vagueness and low motivation, and conducted a competitive analysis to understand how peers were presenting driving data effectively.

Based on those findings, I explored different ways to visualize driving behavior over time, using wireframes and prototypes to test score breakdowns by week, day, and trip. I collaborated with engineers and CMT partners to ensure the design aligned with real data constraints, then refined the UI to prioritize clarity, reduce cognitive load, and support behavioral reflection. Each iteration focused on making the experience feel more relatable, informative, and actionable for everyday drivers.

 

The redesigned Driving Board provides both a high-level summary and detailed, time-based insights:

- Kept the Total Driving Score to show overall performance

- Introduced a Weekly Driving Score to help users track short-term progress

- Broke down risky behaviors by week and weekday

- Added trip-level maps with event markers for context

- Included an estimated insurance rate, linked to current safety score and projected mileage

Low-fi

Hi-fi

📌 Design Problem #2

How might we present driving scores in a way that encourages reflection and improvement without overwhelming users with negative visual feedback?

Aligning with Telematics Logic, in the original design, the score meter thresholds were:

0–70 = Red (unsafe)
70–80 = Yellow (average)
80–100 = Green (safe)

 

This resulted in the meter where more than half the arc was red, which created two major issues:

1. Visual stress: The dominance of red made the UI feel judgmental and heavy.
2. User discouragement: Even moderately low scores looked like failure, creating negative emotions.

Solutions:

Based on both user and stakeholder feedback, I've made two key changes:

 

1.Capped the score meter at 50

  • Scores still calculate below 50, but visually the meter starts at 50
  • This rebalanced the segments to:
    Red = 1–70
    Yellow = 70–80
    Green = 80–100

 

2.Simplified the visual design of the meter

  •  Active range is visually emphasized
    The score meter now highlights only the range that corresponds to the user’s current score. This immediately draws focus and helps users quickly interpret their performance.
  •  Faded inactive zones reduce distractions
    Color segments not related to the current score are softened, creating a more focused and calm visual hierarchy.
  •  Tick marks removed
    Removing the tick marks eliminates visual clutter and simplifies the component, making it easier to read and emotionally lighter.

Ideations and Iterations

Final Design

Final Outcome

DAU increased from 7% to 15% post-launch. Early policyholder interviews highlighted that weekly scores, trip insights, and estimated rates helped users reflect and stay motivated. Broader testing with 822 users further validated the experience，over 50% found it helpful, intuitive, and easy to use, especially among tech-savvy users.

Other Works

Scout Nav - Safer Route

HMI

Android Mobile

Scout Nav - Safer Route

Mobile

Stellantis - Digital

Ecosystem

HMI

Interested in working together?

Contact me:

pohu.interactive@gmail.com

Copyright @ Po Hu. All Rights Reserved