Simplifying insurance for better health care in the digital age.
Kaus is a fictional insurance company that has been in the business for over 30 years in Malaysia. The company provides 350+ different offerings of insurance and are known for their affordable bundle insurances. Over the years, they have been working though regional agents, selling insurance policies directly to customers. However, their new strategy is to regain competitive advantage by selling insurance online, refreshing the brand and gaining consumer trust.
Millennials struggle to purchase insurance by themselves because of the complexity of insurance products. Insurance products often have detailed clauses and it's hard to distinguish each policies. They rely on insurance agents for help but agents are known for selling products only for the benefits of commission. This situation causes frustration for customers because agents take a long time to solve insurance-related issues.
An all-inclusive responsive insurance website that helps users search, understand, purchase, and manage their policies in one place.
I started my research by understanding the insurance market, buying behaviour and trends. Since the year 1960, all insurance company sells insurance through an agent to boost sales. Purchasing insurance online is relatively new and only a few competitors such as Hong Leong Assurance and Etiqa started making their products accessible online.
The amount of salary for an insurance agent depends on how much commission he/she gets through selling insurance policies. For decades, customers purchase insurance through family members or close friends who is an insurance agent because to prevent being cheated by insurance agents. The relationships adds a layer or security and long term service.
To understand customer's experience in purchasing insurance offline and online and their relationship with their agents, I conducted interview with 5 participants, all of whom are in their late 20s. The main takeaways from the interviews revealed that
Using the combination of user interview findings and empathy map, I created Lauren, a busy millennial juggling two jobs in order to pay off insurance and loans. Lauren's ultimate goal is to have a financially stable life but how can we help her to achieve her goals? The persona helped identify her frustrations and needs at a glance.
I begin by identifying and outlining the insights or pain points from my persona and reframe these insights into questions by using How Might We method. With 5 potential user feedbacks, and drafts of affinity mappings, below represent the concrete direction I decided to focus on.
How might we simplify the process of puchasing insurance?
How might we gain trust from user to build long-term customer loyalty?
How might we showcase policies without overwhelming the user with excessive content?
Using How Might We brainstorming method, I generated various solutions to help each problem. However, I need to visualise the experience of my persona going through each problem to make sure the solution is functional. Using storyboards, I sketched out different scenarios of how the features are able to help my persona.
I tried to put myself in my user's persona situation (Lauren) What would she like to see first during her first visit to Kaus website? Through her user journey, I prioritized the must-haves and later went ahead with the others. I imagined there would be more constraints in a real-world situation.
I conducted 3 live cart sorting via video call and realised that some cards such as ‘Save Plans’ and ‘Insurance Bundle’ are not understandable for participants. Participants suggested using simpler words eg changing ‘Insurance Bundle’ to ‘Package Insurance’. For future study, I will include small description for each cards.
With the help from participants using cart sorting method, I structured the information that seem most intuitive and easily accessed for potential users while alligning to the industry's best practices.
While keeping my persona in mind, I created a task flow and user flow with the focus of the quoting and comparing products. The user flow identifies potential roadblocks and ensures there aren't too many decisions that could overwhelm the user along the way
Using everything I learned from the first day, I sketched possible solutions while keeping business goals and user needs in mind. Sketches were generated by making sure users are able to navigate throughout the website easily. Next, I upgraded the selected sketches to digital wireframes.
In between designing wireframes, I came up with a couple of sketches for thenew logo. My idea is to tie in closely with the brand values and user interview research and also have a supporting symbol to it. I found out that the symbol of butterfly resonates with the brand the most because it often represents freedom, emergence of independence and growth.
Using high-fidelity prototype, I conducted usability testing on 5 participants. Each user was asked to complete the same task of getting a Medical and Life package insurance quote, and choosing up to 3 plans to compare. Users was given options to look throughly each product and decide the final plan that is suitable for them. They shared us their experience, feelings and concerns while trying to purchase insurance. Here are the key findings:
They felt that the site is trustworthy and looks legitimate. Participants appreciate that the ‘Contact Us’ page provided a different hotline for specific issues and found it very convenient during an emergency.
Agents selling insurance in Malaysia left a worrying reputation because users often feel agents are prioritizing their commissions more compared to putting the customer's best interest ahead. Therefore, trust is very important because is insurance is a lifetime commitment.
This was my first project where I applied UX research and UI design techniques that I learned from Designlab’s UX Academy program. A few key takeaways from this experience:
Throughout the Kaus case study, I learned to how to dive deep into research to find key insights that would help improve the navigation in finding relevant insurance plans. Referring back to research helped me align my goals and solidify next steps. Insurance is a personal investment so, speaking to different users and learning about their experiences helped me to solve the main problem.