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*Due to NDA, the company's name will not be disclosed in this case study. If you'd like more details, feel free to reach out!
As the UX design intern, my task is to optimize the insurance quote and claim experience, creating a one-stop platform for all insurance needs. I conducted two rounds of user research and identified pain-points in the existing purchase flow. By the end of the internship, I proposed a redesign to efficiently guide budget-conscious customers to select suitable insurance plan, and created the MVP that simplify filing claim process.
The customers value better cost-effectiveness when selecting insurance. My objective is to simplify the price comparison with other insurance plans and clearly communicate plan details.
The drop-out rate was high. Insights from 6 users interviews revealing that the quoting process is too lengthy and lacked clear guidance. Users were unwilling to fill in and submit their personal information.
Help budget-conscious users better understand insurance plans and file claims, so they can choose the right coverage and manage it effectively?
The new flow asks only essential questions, reducing users’ drop-off rates before reaching the quote page.
The data visualization allows users to quickly compare price perks with average market plan costs, helping them select the most suitable option.
A navigation bar indicates the current step users are on and how many steps remain. It establishes accurate expectations for the time required to complete the task.
The labels in different colors represent different claim status, allowing users to understand at glance. The claim process provides easy-to-understand instructions and tooltips throughout the process.
I gathered common user questions or complaints regarding main flows through 6 target user interviews and customer service feedback, and analyzed them using an affinity diagram. I worked closely with the PM to turn pain points into design opportunities and prioritized design objectives.
- What part of insurance information do users value?
- Can users understand plan offerings easily?
- Which part of the flow confuses users?
- Can users complete the purchase smoothly?
- How do users understand what’s covered & claim process?
- Can users successfully receive compensation?
Users are confused about the insurance terms. They have a hard time understanding the difference between each plan.
Users give up because the purchasing process feels endless, and they have no idea how many steps remain.
Users are not familiar with the filing claim policies, so they cannot fully utilize the insurance to meet their needs.
The irrelevant information takes most of the header space, which makes users unable to quickly find important plan details upon quick glance
Users are confused about whether the price comparison also includes purchasable products, but they struggle to find the Buy Now button
The plan highlight has high glanceability but failed to provide useful elaborations for new users.
Update the page layout as a simple chart for easier plan comparison, and it features important plan information that users care about the most
Visualizing the comparison section allows users to intuitively compare prices with other insurance providers and maximize their price benefits
Adding insurance terms explanations as tooltip, enabling users to easily understand them when they hover/click on the “?” icon
Users have low visual familiarity of the chart-view plan comparison. 80% of the users in the usability testing were not sure if each plan is clickable and how to select them.
The chart view design has low visual prioritization on important information like the “Buy Now” button. According to A/B testing, the chart view could lead to CTR decrease.
The information is confined by cards, 98% of users think card-view is helpful to guide them compare options side by side.
Around 24% of the users were not aware that the segmented toggle switch for deductible selection is clickable.
Due to the space constraint of cards, the design cannot ensure segments to be large enough for easy tapping
96% of the users confirmed that they understand how to select deductible by clicking upon first viewing the page
Users have already filled out much personal information prior to this step. Without a clear indication of the steps remaining would lead to increased abandonment rate.
With the addition of different insurance types, the Order Summary card will vary significantly, but the current cards lack a clear hierarchy and information organization.
The progress bar informs users of their current stage in the purchase process and how many steps are left, helping them understand the structure of the entire process
The Order Summary card is reorganized into two sections - plan information & price information, which could adapt to more insurance types as a reusable component.
User interviews reveal a design opportunity to support multiple insureds in a single purchase.
Product- Offering bundle purchase encourages users to add more insureds and increases sales. The convenience increases loyalty and reduces the likelihood of users switching to competitors.
User experience- Users can manage multiple insureds under single transaction, reducing effort and saving time.
Auditing similar competitors' features helped me understand the process and work with the PM to map out a simplified user flow, minimizing changes to existing purchase procedures.
How can we display multiple insured profiles in the order summary while keeping them easily glanceable?
Users were asked to scan the QR code for customer service to file claim, which then they will be guide to an external website.
Customer service and help center don’t provide useful guidance to filing claim, making it difficult for users to understand.
Include the filing claim process in the User Dashboard after they logged into their account and check out their plans, which forms close loop
Include a progress tracker to guide the users through the claim process, and allow them to see the status of the claim using labels
The project goal was to discard the previous UI system and rebuild it from scratch due to issues with the outdated UI patterns. I learned to approach design with a system-focused mindset, constantly thinking about how the UI components can be scalable and fit into a larger design system. It's always important to adopt the accessibility guidelines from the very beginning so that it can be introduced as a system, and make sure to conduct a thorough check to ensure full compliance before handing the design off to the engineers.
To simplify the insurance quote and claim process for users, I needed to deepen my understanding of the insurance and healthcare industries through self-learning. This domain knowledge allowed me to break down the complex claim process into actionable steps and approach terminology with empathy for users. It also improved my efficiency in communicating with the PM and marketing team.