My Role

I designed the UX flow and animation for the new IBM DiVA (Watson) mobile voice interaction to be implemented on the GEICO mobile app to enhance the user experience and replace the Help Center on the App.

Finding out the Problem

I partnered with one UX researcher, one project manager and one analyst. We found out that majority of users downloaded the GEICO app but more than 90% of users clicked the back button or closed the app on the last step of the new signup process. GEICO has a help center page on the App but the usage number is very low because of the inaccurate answers and unorganized flow.

There are many limitations to the “Help Section/Topics” on each page and every user has a different need. It is also difficult to determine which help topic to choose and current help topics are not organized or helpful.


GEICO Help Center Flow

High Level Goal

Reduce the customer service calling rate and increase the signup rate by helping consumers make smart decisions and solve inquiries by replacing the Help center with the new IBM Voice assistant feature.


We found out that GEICO is planning to buy the IBM Watson license, but was unsure of what Watson was capable of and what level of Watson’s feature GEICO was purchasing. Since there was a short timeline and limited resources we had to jump into the design phase first without the technical specs.

Design Process

-Persona Research

  • User wants to talk to a real person before purchasing insurance
  • User always has questions regarding insurance
  • User always wonders if they are getting the correct level insurance
  • User wants to know if they are getting the best rate
  • The research made me wonder why users want to talk to a real person even though we provided all the possible answers and gave them a discount while on the App. What makes taking to real a person so special? I wanted to run some further research with real customers but due to limited resource and timeline my UX researcher and I came up with the possible factors from phone customer service.

  • Smart Answer = Gaining Trust
  • Confirmation = Reduce doubt/ Secure feeling
  • Asking customer question to get the correct data = Engagement
  • The Challenge & Obstacle

    Since GEICO had no previous data/analytics to start with, it was very difficult to set goals and prioritize items with the “Voice Assistant” features. We did competitive research (how other companies handled the voice assistance feature) and narrowed down the positive/negative items.


    Google voice search, Amazon Voice help, Siri and others..

    Before I jump to Design

    I thought about all the possible questions and re-defined the goal so we can meet the business goal and prioritize the features for MVP items and post MVP items.

  • How smart is IBM Watson?
  • What other technical requirement/obstacle do I have?
  • Are we introducing voice assistance only or type to search as well?
  • If so, why?
  • How many attempts do we want to allow user?
  • What if WATTSON can't find the answer?
  • What’s the best name for this feature?
  • Where do we want to present this feature? Help center or onboarding?
  • .. And many more
  • After planning & defining scope we set the new goal for this iteration
    1. Find questions & answers faster than the “Help” section and give the smart solution to users (Type search + Voice search)
    2. Replace the Help center with Voice Assistant
    3. All of the Help Center icon will be replaced with the new Voice Assistant

    Design Workflow
    - Requirement changed to only Voice search without the type search
    - After 3 attempts failing to discover an answer, the user can start to use type search as well



    Project Project

    Screen Annotations / Flows - Collaboration with Glennette Clark

    Obstacle II - Scope changed again

  • BD team originally wanted to replace the Help center with this new Voice assistant but found out WATTSON could not replace the entire Help Center question/answers at that time.
  • Since we couldn’t configure the tool with all possible answers and outcomes, we decided to point the user to Help Center topic page.
  • If the user still couldn’t find the correct answer from the Help Center, the user could click to call customer service
  • What should be the name?
    We also thought about what to name the new feature and set up a survey with possible names for the virtual assistant. It got narrowed down to 2 potential names. (Diva, Kate)



    Project Project


    Overlay VS Full screen
    - What is the benefit of having overlay screen VS full screen?
    - What could be the best transition from screen to screen?

    Since we wanted to give users the best native iOS experience and flow best practices, we decided to go with a darker background with a slight transparent background overlay. We didn’t want to surprise users with a new screen and have them feel they were exiting the current page when receiving help from voice assistance. The goal was to introduce the smoothest onboarding experience as possible.

    Speak icon & Position
    Most users who want to use the voice feature want to avoid typing for easy use. I purposely designed the all the action items near the thumb zone so users can have easy access to the buttons.

    Close & Question Icon
    We went back and forth regarding the position of the Close icon and Question icon. (After the user clicks the “?”, a description of how to use voice assistant will show up).
    My argument was “Users are intelligent, don’t assume that they don’t know what this feature is since we have the onboarding screen in the beginning. Having an unnecessary extra element will disturb the user experience”