Client
Mint Insurance
My role
UX Design
UI Design
I led the design for the insurance point of sales platform
Challenge
It has been over 10 years since Mint Insurance refreshed their frontend and improve their point of sales system.
The current public channel is losing sales due to poor UX and slow loading time and agents are complaining their system is slow and outdated.
With the revamp, the decision is to design a single purchase journey for both public customers and agents.
The current public channel is losing sales due to poor UX and slow loading time and agents are complaining their system is slow and outdated.
With the revamp, the decision is to design a single purchase journey for both public customers and agents.
Project objective
► Redesign the current journey to make the process simple and quick for the Customers and the Agents
► Introduce features that eases the agent’s workload and simplify the quotation process
► Allow customers to self-purchase without the need for in-depth insurance knowledge
► To regain position of the market shares within the insurance domain on a fast to market product launch approach
The design process
👥 User interviews
📝 Competitor analysis
🗺 Customer journey mapping
🕵🏻 Persona
🧪 Prototyping and usability testing
User interviews
We reached out to 5 potential customers who has purchased insurance online and 5 insurance agents who is actively selling insurance through the current platform.
The key focus areas are:
How do they go about completing the online transaction?
What problems they faced during the transaction?
To customers - What do they usually look out for during the purchase?
To customers - What is the important factor driving their decision to complete the transaction? (e.g. Price, coverage amount, claims process)
Which device do they usually use to do such purchase?
The key focus areas are:
How do they go about completing the online transaction?
What problems they faced during the transaction?
To customers - What do they usually look out for during the purchase?
To customers - What is the important factor driving their decision to complete the transaction? (e.g. Price, coverage amount, claims process)
Which device do they usually use to do such purchase?
Key user needs
Price and type of coverage is important
Affordability is the key factor to the customers and the type of coverage is considered the second factor they would look at in order for them to select their choice of plans.
I need help in understanding
Customers have difficulty understanding the insurance terms (e.g. Proposer, Life Assured, Riders) and frequently require help for the explanation.
Majority also prefer bite-size information instead of the typical long policy wordings.
Majority also prefer bite-size information instead of the typical long policy wordings.
Is there something I missed?
Some of the customers rely on the FAQs section to find out information they may have missed during their research as they may not have thought of it.
I need a fast system and self-pay for customers
The agents are frustrated with the current system’s slow loading.
They also need a quick way to fill up the application form to complete the transaction for customers.
The inability to allow customers to complete the quotations on their own once it has been sent over by agents is causing inefficiency in their sales process.
Differing key needs
& defining MVP
& defining MVP
Following our user interviews and findings synthesis, there are 2 differing needs between the customers and the agents. This requires us to design 2 separate journeys for each group of users.
To align with the project objective, the direction is to focus on defining the customer’s purchase journey for this phase of the project.
To align with the project objective, the direction is to focus on defining the customer’s purchase journey for this phase of the project.
The customers need a purchase journey which is simple, self-explanatory with key information displayed along the process.
The agents need a fast and quick way to fill up the application form for the customers and allow customers to make payment on their own.
The agents need a fast and quick way to fill up the application form for the customers and allow customers to make payment on their own.
Prototyping
I created a lo-fi clickable prototype using whimsical and invision to aid conversations with the customers and to gather usability insights.
Prototyping - Reiteration
As part of the design iterations, we swapped out the quotation form to a series of interactive questionnaires which provide users bite-sized tips and helps along the journey.
The users' feedback that the questions are easier to relate and the tips are helpful.
The users' feedback that the questions are easier to relate and the tips are helpful.
Fact Find (aka Quotation)
The series of questions and answers allows the customers to provide their insurance needs in a more relatable manner.
Browse and select plans
With the information gathered from customers, we can then display the plans allowing them to choose the plans based on the coverage they need or according to their budget.
Save this quote
Many customers could still be comparing insurers, the ‘Save this quote’ function allow them to resume the quotation without having to get a fresh one.
Learnings
With the initial project objective targeting 2 different groups of users with a single solution, it did not work out according to the plan. However, although we had started on this assumption, I was glad that this was validated and discovered very early on in the project and we were able to refocus without losing much time.
This reinforced the importance of having an iterative design process that is agile and flexible enough to cater to the ever-changing user needs.
This reinforced the importance of having an iterative design process that is agile and flexible enough to cater to the ever-changing user needs.
