Understanding the challenge
It starts with one simple question. Have you ever purchased an insurance plan without consulting an agent? 90% of people from our research replied — “No! We need someone to explain the policies and terms.” It’s a behaviour that everyone follows. Users have many questions before buying an insurance plan; they want to talk to an agent first who can help them to understand the product and build trust to buy the best-suited plan.
The challenge was — how can we build a journey that helps the user understand what is on offer, how useful it is, and trust us to proceed with the purchase? Along with this, we wanted to make our app experience easy to use, where a user can simply navigate and buy a plan without any help, on their own.
UX and Business Goals
Personas
Our existing user segment is from the age of 20–45 years. Basis this, we created 4 personas to highlight differences in personalities, goals, and motivations that could influence our designs. Below is an example of a persona.
User Interviews
Based on the personas, we recruited 12 Active and prospective users to research to understand their mental model. We asked a few open-ended questions, which helped us to understand the user psyche on insurance.
What do you understand by the word protection or insurance for health, vehicle, and electronics items?
Do you have any membership or an active insurance plan? What was the trigger and motivation point to buy that plan?
Can you tell me the process of how you bought that insurance? (Online/Offline)
How did you know about it? When did you plan to buy it and from where?
What motivates you to trust and buy?
User Insights/Pain points
After interviewing these users, we found 4 major problems
Trust
Brands fall short of users' trust when it comes to Insurance. To generate trust, they expect to learn about the real experience of other users. How do they review and rate the brand’s services?
Transparency
Transparency plays a pivotal role. Hidden terms and conditions bother users: the common example of this is the basic fee that a user needs to pay at the time of claim, and is not covered in the insurance plan.
Jargon
There are too many technical terms that are used in the insurance sector that need to be simplified and made easy to understand for a layman user. Also, as a product designer, you don’t want your users to switch to Google to understand the meaning!
Claim Process
So you paid some amount already to secure your device. What will happen when it gets damaged? How can I claim? What do I need to provide? Clarity of the service process is a must.
Let’s try some solutions and test with users
After implementing these research insights, we redesigned the overall flow of the app and tested it with users. And yes it helped us to achieve user satisfaction and conversion too. Here’s what we did:
Information Architecture
Navigation
We changed the Overall IA of the app and categorised sales and user engagement features, so the user can quickly discover where to buy and explore other features of the app.
In-App Pages
We optimised the home page and sales journey according to the users’ mental model and other observations that we captured at the time of the user testing stage. We quickly launched it and as a result, there is a jump of 47.88% in conversion rate in sales within the 2 months without any help from the customer care agents.
Conclusions
Design is an iterative process, and we keep improving, analysing funnels, taking feedback from users, and working on the overall experience.
