My Contribution
User Research, Prototyping, Wireframing, Usability Testing, UI Design
My client is building a digital insurance brokerage to help connect users to an insurance ecosystem for every kind of protection a customer might need including travel, motor, property insurance and life insurance.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of my client.
There are a multitude of insurance products in the market by various insurance carriers. Finding the best product to suit your needs is a daunting task and require users to do a lot of research and go through multiple layers before being able to make a decision.
I was part of a global team with members in Portugal, Isreal, Hong Kong, Indonesia, Thailand, Malaysia, Australia and Singapore.
The team includes developers, product managers, business analyst, designers, marketing, sales and legal.
Design a product to help users access a broad and growing shelf of products.
Streamline the experience so users find the best quote by answering a few simple questions.
Effectively display different products for easy comparison across coverage options.
Provide seamless ePolicy fulfilment via email/SMS.
Understand the end-to-end process of how customers are making their insurance purchasing decisions.
Uncover the different factors that determine their decisions for their purchase.
Identify any problems or barriers they encounter during their purchase journey.
Learn about any improvements customer might make to their current decision-making process.
User Interviews
Surveys
Prototype testing
User journey
Traditionally, insurance purchase is a manual process requiring one to call in to an agent or a broker to make a purchase. By creating a digital platform, we have improved the efficiency and quality of this purchase process through the elimination of redundancies and the streamlining of communications chain.
As this is a new product, we started off by conducting a survey with over 600 participants to gain insights on their needs, motivations and frustrations to help shape the digital solution.
We started off by asking them the most important factors when they make an insurance decision.
This will help shape our approach towards the problem.
With the plethora of insurance policies available in the market, we would like to know if customers prefer to subscribe off the shelf products or spend time to customise their coverage options.
This will help determine the level of customisation capabilities the customers would require.
As different insurance policies within the same category have different offerings, we would like to understand what are the main coverages that customers expect to see for certain categories.
As a broker, this is important for us to be able to help customers make comparisons between the different products.
Following the user survey, I synthesized the findings and was able to create a user journey and lay the foundation for the digital solution’s feature ideation and prioritisation.
As the different insurance carriers have different ways of wording their policy coverages, we help the user map the different coverages of each policy and point out where there are overlaps.
This is essential for us to effectively display different product for easily comparison across coverage options.
Following the coverage comparisons and customer expectations, we are able to design the plan cards with the top four coverages and the rest in the expanded view.
Different insurance carriers require different information to be provided by the customers during the purchase flow. By mapping out the similarities and differences, we are able to ask the questions at the right time and place depending on the products they have selected.
This helps to streamline the experience so users find the best quote by answering a few simple questions.
Purchase Flow
Customers select a plan, fill in required information, make payment, review policy, receive success message and policy email.
Users will input parameters to define the type of insurance policies relevant to their needs, which will be reflected by the policies shown.
Once users selected a plan, users will only need to provide the required information needed for the plan based on the required information mapping.
Single carrier view was also designed for certain insurance verticals that only has one carrier.
A design system was in the midst of being implemented within our team’s workflow during this project. However, as new elements were constantly being created, there were often time double work as different designers were working on creating the new elements only to find out that someone else was already doing it.
