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Making the insurance app experience accessible and informative for new parents in India

Making the insurance app experience accessible and informative for new parents in India

Making the insurance app experience accessible and informative for new parents in India

TEAM MEMBERS

2 Designers

Product Lead

Client side consultant

TIMELINE

1 month

ROLE

UX Designer

BACKGROUND

This project was part of a proposal to a client that provided group insurance plans to employers. As insurance plans become increasingly common among employers in India, there's a noticeable surge in a new demographic: young adults.

This project was focused on personalizing and improving the experience of new parents on the insurance app.

This project was part of a proposal to a client that provided group insurance plans to employers. As insurance plans become increasingly common among employers in India, there's a noticeable surge in a new demographic: young adults.

This project was focused on personalizing and improving the experience of new parents on the insurance app.

This project was part of a proposal to a client that provided group insurance plans to employers. As insurance plans become increasingly common among employers in India, there's a noticeable surge in a new demographic: young adults.

This project was focused on personalizing and improving the experience of new parents on the insurance app.

AUDIENCE

Designing for new parents, who want to add their child to the insurance plan

Designing for new parents, who want to add their child to the insurance plan

Designing for new parents, who want to add their child to the insurance plan

Stressed new parents

Stressed new parents

Stressed new parents

They often find navigating the complexities of insurance policies to be an additional challenge they are unprepared for.

They often find navigating the complexities of insurance policies to be an additional challenge they are unprepared for.

They often find navigating the complexities of insurance policies to be an additional challenge they are unprepared for.

Gaining initial exposure to insurance

Gaining initial exposure to insurance

Gaining initial exposure to insurance

Parents that have very often not used insurance before

Parents that have very often not used insurance before

Parents that have very often not used insurance before

RESEARCH

We wanted to find out more about the problem. We had about 1 week to research. We triangulated our research from our participants interviews and existing reviews of the app

We wanted to find out more about the problem. We had about 1 week to research. We triangulated our research from our participants interviews and existing reviews of the app

We wanted to find out more about the problem. We had about 1 week to research. We triangulated our research from our participants interviews and existing reviews of the app

What did we want to find out?

What did we want to find out?

What did we want to find out?

  1. What they use insurance for currently

  2. New parent's frustrations and pain points

  3. Customer background and cultural context

  1. What they use insurance for currently

  2. New parent's frustrations and pain points

  3. Customer background and cultural context

  1. What they use insurance for currently

  2. New parent's frustrations and pain points

  3. Customer background and cultural context

Whom did we interview?

Whom did we interview?

Whom did we interview?

I interviewed 4 participants for this study. The target demographic for this product is young Indian adults, typically recently married with both partners working.


There was a lack of trust amongst the people I interviewed, they had previous bad experiences with insurance.

I interviewed 4 participants for this study. The target demographic for this product is young Indian adults, typically recently married with both partners working.


There was a lack of trust amongst the people I interviewed, they had previous bad experiences with insurance.

I interviewed 4 participants for this study. The target demographic for this product is young Indian adults, typically recently married with both partners working.


There was a lack of trust amongst the people I interviewed, they had previous bad experiences with insurance.

Common threads through interviews

Common threads through interviews

Common threads through interviews

DEFINING THE PROBLEM

How might we help new parents make the best use of their group insurance plan?

How might we help new parents make the best use of their group insurance plan?

How might we help new parents make the best use of their group insurance plan?

DESIGN GOALS

Improve Accessibility

Improve Accessibility

Improve Accessibility

Parents find it difficult to use insurance app since it had a ton of hidden features and it was difficult to find what to do.

Simplify Complex Tasks

Simplify Complex Tasks

Simplify Complex Tasks

Many tasks (such as adding a new member onto plan) need to be completed by calling the insurance agent and waiting on line to get the work done.

Create Value

Create Value

Create Value

Creating value beyond financial benefits. How might we use this platform to enhance the lives of new parents.

DESIGN DECISIONS

Task 1- Better informing the customer about what the plan covers, and providing easy access to insurance details

Task 1- Better informing the customer about what the plan covers, and providing easy access to insurance details

Task 1- Better informing the customer about what the plan covers, and providing easy access to insurance details

Goals: Providing insurance details in a way that is easy for customers to access

Action: I redesigned the homepage to highlight the most commonly used actions, making it easier for users to navigate. I also added a feature where customers can download their insurance card as a PDF and share it whenever needed.

Key Features

Key Features

Key Features

Easy access to insurance details

Easy access to insurance details

Easy access to insurance details

Insurance details more visible and accessible from the mobile home-screen. Customers would not have to contact customer support to know their insurance details

Add a member option provided in app

Add a member option provided in app

Add a member option provided in app

Simplified the process of adding a beneficiary by introducing a clearly visible option within the app.

Keeping a 'help' option

Keeping a 'help' option

Keeping a 'help' option

There are some questions that the customer's have that can't be answered through the app and FAQs. In this case we kept the option for requesting callback

DESIGN DECISIONS

Task 2- Creating action items for the customer to prompt them to complete adding their child

Task 2- Creating action items for the customer to prompt them to complete adding their child

Task 2- Creating action items for the customer to prompt them to complete adding their child

Insight: The process of adding a child to the plan is tedious. There is no on app way to do this currently.

Opportunity: Automate this process- the reminder is triggered internally by the system when the patient claims for delivery. Create action items that are displayed on the home screen

Key Features

Key Features

Key Features

Accommodation for adding documents later

Accommodation for adding documents later

Accommodation for adding documents later

We found that families did not get a birth certificate on time, this made it difficult for them to add their child onto the plan and get reimbursed. So we made it so that the customer could send in the application and upload the certificate later. This would shorten wait times.

Informing the System

Informing the System

Informing the System

The forms change slightly depending on when the parent adds a child to the policy

Transparency about new premium

Transparency about new premium

Transparency about new premium

It can be a shock to suddenly have an increased premium after adding a child to the plan, even if it's standard procedure. We wanted to ensure that we keep the new premium transparent

Happy Paths and Edge Cases

Happy Paths and Edge Cases

Happy Paths and Edge Cases

There were a ton of considerations to be made for something in the process going wrong. The customers had previous poor experiences with insurance and we wanted to ensure that they could find help during the process.

There were cultural considerations as well, such as naming the child later, not immediately after birth. That caused complications in the insurance process. Our design approach not only focused on the ideal scenario but also addressed these specific challenges.

DESIGN DECISIONS

Task 3- A healthcare planning resource and schedule for new parents

Task 3- A healthcare planning resource and schedule for new parents

Task 3- A healthcare planning resource and schedule for new parents

The new parents had not anticipated the amount of healthcare appointments post birth

Opportunity: Make the app a starting point for the parent's medical journey, provide resources keep them informed

IMPACT

Presented at Capgemini's annual tech meet and later utilized in future pitches.

Presented at Capgemini's annual tech meet and later utilized in future pitches.

Presented at Capgemini's annual tech meet and later utilized in future pitches.

LEARNING

Designing for trust

Designing for trust

Designing for trust

I quickly realized that one of the fastest way of building trust is creating clear and transparent presentation of information.

Ask for feedback

Ask for feedback

Ask for feedback

This project was overseen by my design manager and we were able to create much better designs with his thoughtful and frequent critiques.

Next Project

Next Project

Next Project