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
TEAM MEMBERS
TEAM MEMBERS
2 Designers, Product lead
2 Designers, Product lead
2 Designers, Product lead
TIMELINE
TIMELINE
TIMELINE
3 Weeks, 2021
3 Weeks, 2021
3 Weeks, 2021
ROLE
ROLE
ROLE
UX Designer
UX Designer
UX Designer
Background
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
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
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
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
Problem
Problem
Lack of in app solution for adding a child
Looking for a way to have these functions in app.
Less customer conversion for insurance top up plans
Many customers did not choose to get top up plans for insurance.
Research
Research
📝 Overview of 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 we wanted to find out?
🤔 What we wanted to find out?
🤔 What we wanted to find out?
What they use insurance for currently
New parent's frustrations and pain points
Customer background and cultural context
What they use insurance for currently
New parent's frustrations and pain points
Customer background and cultural context
What they use insurance for currently
New parent's frustrations and pain points
Customer background and cultural context
👨👩👧 Whom did I interview?
👨👩👧 Whom did I interview?
👨👩👧 Whom did I 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.
Insights
Insights
Common threads from customer feedback
Common threads from customer feedback
Had not finished registering child to policy
Had not finished registering child to policy
Had not finished registering child to policy
They were not informed that they needed to complete registration as early as possible. This made it difficult to reimburse medical needs.
They were not informed that they needed to complete registration as early as possible. This made it difficult to reimburse medical needs.
They were not informed that they needed to complete registration as early as possible. This made it difficult to reimburse medical needs.
Language used was difficult to understand
Language used was difficult to understand
Language used was difficult to understand
Language used on the app was complicated. Some interviewees expressed that they’d feel more comfortable navigating the app in their native language.
Language used on the app was complicated. Some interviewees expressed that they’d feel more comfortable navigating the app in their native language.
Language used on the app was complicated. Some interviewees expressed that they’d feel more comfortable navigating the app in their native language.
Difficult to find basic policy information on the app
Difficult to find basic policy information on the app
Difficult to find basic policy information on the app
The policy coverage was not mentioned on the app and to see coverage details, customers would have to check the website
The policy coverage was not mentioned on the app and to see coverage details, customers would have to check the website
The policy coverage was not mentioned on the app and to see coverage details, customers would have to check the website
Did not understand the benefits of the top up
Did not understand the benefits of the top up
Did not understand the benefits of the top up
Benefits needed to be communicated more effectively
Benefits needed to be communicated more effectively
Benefits needed to be communicated more effectively
Goals
Goals
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?
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
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
Creating value beyond financial benefits. How might we use this platform to enhance the lives of new parents.
What we created
What we created
In this project, we redesigned key features of an insurance mobile app to offer instant access to customers' policy information and coverage details. We also redesigned the form for adding a child to the insurance policy and created a healthcare routine for new mothers.
In this project, we redesigned key features of an insurance mobile app to offer instant access to customers' policy information and coverage details. We also redesigned the form for adding a child to the insurance policy and created a healthcare routine for new mothers.
In this project, we redesigned key features of an insurance mobile app to offer instant access to customers' policy information and coverage details. We also redesigned the form for adding a child to the insurance policy and created a healthcare routine for new mothers.
Design Decisions
Design Decisions
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
Changed the homepage to focus on the most commonly used actions. Created an insurance card for the customer that can be downloaded into a pdf and shared.
Key Features
Key Features
Key Features
Easy access to insurance details
Easy access to insurance details
Add a member option provided in app
Add a member option provided in app
Keeping a 'help' option
Keeping a 'help' option
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.
The process of adding a child to the plan is tedious. There is no on app way to do this currently.
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
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
Informing the System
Informing the System
Informing the System
Transparency about new premium
Transparency about new premium
Transparency about new premium
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.
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.
A healthcare planning resource and schedule for new parents
INSIGHT
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
Reflection
Reflection
Reflection
This was a quick exploratory sprint to be showcased to a client. If I were to change something now (3 years later) I would incorporate AI to help out with quick tasks.
This was a quick exploratory sprint to be showcased to a client. If I were to change something now (3 years later) I would incorporate AI to help out with quick tasks.
This was a quick exploratory sprint to be showcased to a client. If I were to change something now (3 years later) I would incorporate AI to help out with quick tasks.
Learnings
Learnings
Learnings
Importance of a mentor
Importance of a mentor
Importance of a mentor
This project was overseen by my design manager and we were able to create much better designs with his thoughtful critiques.
This project was overseen by my design manager and we were able to create much better designs with his thoughtful critiques.
This project was overseen by my design manager and we were able to create much better designs with his thoughtful critiques.
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.
I quickly realized that one of the fastest way of building trust is creating clear and transparent presentation of information.
I quickly realized that one of the fastest way of building trust is creating clear and transparent presentation of information.