Insurance Aggregator
Role
UX/UI Designer, Research
Case Study
Insurance Aggregator
Categorie
Webapp
Tools
Figma, FigJam, Notion, Axure RP, Zoom
Problem Context
Access to quality healthcare and health insurance poses a significant challenge in Nigeria. As per a 2021 public poll conducted by NOIPolls, nearly 8 out of 10 Nigerians lack health insurance coverage. The market is unconvinced of the value of insurance. Facilitating them to learn about insurance, while comparing prices and benefits, would be a huge step forward.
Mantis seeks to meet this need by offering a user-friendly tool for comparing health insurance plans, uniquely crafted to meet the distinct challenges of the Nigerian market.
Project Goals
In the initial phase of the project, build a web application designed for users to discover the best local insurance offers.
Develop an intuitive and user-friendly insurance aggregator that is easy to understand and navigate.
Provide users with convenient access to a variety of insurance options.
My Role
As a UX/UI Designer, I worked with a team of UX and UI designers to create a free online search engine that will serve as an intermediary between users and insurance companies, aiming to assist future users in deciding better when comparing and choosing an insurance product. I worked closely with the Product Manager to lead the overall strategic vision of the work while providing more specific guidance to the design team to oversee the creation of a functional product. For this project, we worked with the Agile methodology. The duration of this phase was more than 16 weeks and was divided into a series of sprints that lasted one or two weeks; after discussing the MVP with the clients, we decided to focus on health insurance first with the view to add new services.
01- Research Process
To meet our user's needs, it was important for us to collect extensive information about the market, the users themselves, their requirements, and preferences. Our goal was to develop an empathetic understanding of the problem we seek to solve, recognizing that comprehending the human perspective is vital for the success of the project.
We collect extensive data about the market through an analysis conducted in 2021 by AII (Access to Insurance Initiative), inputs from stakeholders, and additional research, which will be elaborated on later. This process allows us to set aside our own beliefs and assumptions, ensuring the design we create is genuinely aligned with the user's perspective.
Competitors Evaluation
To immerse ourselves in the user's perspective and gain insights into competitors, we conducted User Journey tests to identify and understand the pain points experienced by users.
Goal: to make sure everyone is familiar with competitors, usability flows and understands user pain points.
We did two Empathy Mapping sessions to two different groups:
International Insurance Aggregators
Local Insurances
User Personas
Based on all the gathered information, we identified key user personas for the product, along with other important insights. These personas include:
Individuals stumbling to find reliable and concise information about insurance, seeking the best options at the best prices in a quick and clear manner. They aim to understand the scope of coverage offered by each insurance option.
Individuals who feel overwhelmed by the abundance of insurance information and experience frustration with the online user experience.
Individuals in search of a superior insurance plan compared to what their employer offers, with a specific focus on avoiding additional fees for medications.
Individuals who find insurance terminology confusing and seek clarity in understanding the terms associated with insurance plans.
Here are 2 of the 4 User Personas we created 👇🏻👇🏻👇🏻
02- Preparing for User Test
Low & Mid Fidelity Wireframes
Empowered by the gathered information, potential solutions to the problem began to appear. We organized the project into three primary flows: the Landing Page (featuring a Call to Action, Testimonials, educational content, and insurance partners), Getting a Quote (utilizing forms to guide users to the most precise results), and Insurance Comparison (a page enabling users to review options, explore insurance details, and compare different choices). The wireframes presented below provide a glimpse into the initial stage of the project. Take a look at some of these wireframes 👇🏻👇🏻
Content Workshop
We initiated a cross-team collaborative Content Workshop to address the content, recognizing its pivotal role before unveiling a clickable prototype. Our objective was to ensure content unity aligned with user needs. The entire website content was thoroughly reviewed and elaborated, organized into two groups. The central Problem-Solving Question guiding our efforts was: How can we create website content that communicates the Mantis solution to potential customers? We also introduced new content to the FAQs and the comparison plan dropdown.
Given the constraints of time and resources, it's crucial to view the outcomes as a starting point. Evaluation and iteration will be necessary in future phases, ideally with the involvement of a dedicated Content team.
Additionally, we made an extra review session on filling out the form for the Individual Health Plan. The discussion revolved around the necessary information for the form.
03- Usability Test
Following the creation of wireframes and a content workshop, we carried out a Usability Test to delve deeper into the needs, desires, and pain points of Mantis users. In our preparation, we crafted a comprehensive test plan, outlining target users, the procedural steps, research goals, and specific tasks for participants. Additionally, a testing script was developed to provide guidance during the interviews.
This step is really important for us, as the results will shed light on vital insights into user behavior and preferences.
3.1 Test Plan
The usability testing was conducted remotely.
The participants were instructed to perform tasks using a prototype.
Duration of the test: 20 to 30 minutes approx.
Research Goals
Understand new and experienced users interaction and experience with the insurance aggregator.
Observe if the user can find how to get to the Health Comparison screen from the home page.
Locate pain points while filling up the individual health insurance form screens.
Discover if the participants can get to the Health Comparison screen.
Participant Profile
5 Participants were employed for the Usability Test.
3 not experienced insurance users and 2 users with experience.
Participants were recruited from from a local contact.
3.2 Research Results
We utilised FigJam to organize the obtained information. Below is a screenshot of a portion of the results 👇🏻👇🏻
The first results and participant comments were reviewed and sorted in a prioritization matrix. Afterwards, we sorted the comments into different categories frustrations, positive comments, and future recommendations. Below, parts of the Priority Matrix 👇🏻
Insights
Users express disagreement about how to represent their location/region because zip codes are not used.
Users want to see which hospitals are covered by each insurance plan.
Users express a desire for support while using the app.
Users have difficulty using the Compare interface.
Participants with no experience have difficulty using the “hamburger” menu.
Users express confusion about entering their illnesses if they are healthy.
Users report feeling uncomfortable sharing their phone number and email address.
Users mentioned wanting to be able to compare existing insurance to new plans.
Users mention not knowing all the insurance wording used on the Compare page.
Users mentioned wanting a holistic snapshot of each plan for easy comparison (to reduce memory burden).
Recommendations
Create a drop-down menu that includes Local Governance Areas instead of area code.
Add hospital coverage to the comparison stage.
Provide a “Get Support” button with a phone number to help confused users.
Create a more detailed menu for selecting who will be covered, and what type of coverage will be bought. Consider eliminating the Get Quote page and turning this into a menu in an omnibus form.
Redesign this section to be more intuitive - base this on other successful online comparison interfaces. OR: Create a short video demo/animation of how to use the interface at the top of the page so users can follow it.
Add the word “Menu” over the “hamburger” icon.
Create a “no illness” option.
Arrange long dropdown menu choices alphabetically for ease of use.
Request this information in a separate “Create an account” user flow to give them privacy if they want to browse plans anonymously.
Add a question like “What is your current insurance plan?” and have it auto-populate the Compare page as a baseline.
Populate the question mark tooltips that pop up to clarify each term.
Create a dashboard-style bar chart with key coverage metrics for easy side-by-side comparison on one screen without having to scroll.
04- Site Map / Gap-Analysis
We created one and did a gap analysis, meaning we also added the missing screens, flows that can be addressed by the future phases.
The goal was to better understand the architecture of the website and to see which flows and screens are still missing. Section of the site map below 👇🏻👇🏻
05- Solution to the Problem
The User Research has shown that a lack of clear and reliable information about insurance, user-friendly language, flexibility and ease of use, good educational resources and helpful explainers are among the most prominent issues when it comes to choosing insurance online. Therefore, our primary focus was on clarity, reducing complexity, and instilling confidence and trust. When designing pages, we took into account the main factors considered by users when choosing plans, and the key information they need and are most willing to share, to help them get the most accurate results. We designed based on User-Centred Design principles, such as organizing question fields into several shorter forms to make the process of filling them out more manageable for the user. Also, together with clients, we aligned on a particularly legible font for the project and applied several versions of a blue-yellow palette that is associated with trustworthiness and optimism.
High Fidelity Wireframes
Engaging Home Page
With the goal of addressing users' needs and preferences, we designed an interactive Home Page that provides information on the fundamental advantages of insurance, partner companies, user comments and facilitates the exploration of the most competitive local prices by just clicking a button.
Steps before arriving at comparison
Every person is different and so are their needs. Before being able to access the best prices on the market and based on research, it is important that the user provides basic information so that the Mantis search engine can provide the best prices on the market based on the user's needs.
Choose insurance plan
Based on the information provided above, the system will select the best options available in town. All you have to do is click on the box next to “compare” and then click on the "Get a comparison" button.
Looking for more personalised options to suit your needs? Simply click on "Filters" to choose specific criteria you would like to have.
In the desktop version, you can easily observe various criteria within the filters. This information is derived from user testing and research on local users. For instance, a notable example is the inclusion of Local Government Areas (LGAs). Despite the existence of zip codes in cities, users tend to prefer these subdivisions, and this insight has been incorporated based on their preferences.
Another important factor is the adding of hospitals. Users have expressed a preference for insurance plans that encompass reputable hospitals in the city, particularly those near their homes. If a user recognises a hospital for its quality but is not affiliated with the insurance, they are less likely to consider that particular option.
Insurance Comparison
This crucial step serves as the primary objective: comparing various insurance options.
Insurance Forms
(image below 👇🏻 👇🏻 👇🏻 )To access the detailed offerings of the insurance, a simple click on the arrow is required, triggering an automatic expansion of an accordion where the specifics are displayed. To cater to participant interest in understanding terms, we added a "?" for clarification. It's noteworthy that the local market is in the ongoing process of integrating insurance into everyday life, and one of the client's key objectives is to facilitate this learning curve for the users.
In the desktop version, the three distinct insurances available for comparison are presented more visibly. Additionally, the best insurance and offerings are highlighted in Gray. 👉🏻👉🏻👉🏻👉🏻👉🏻
Review Form
Choosing the best insurances
Before being able to compare in detail the best insurances, the user will be able to choose up to 3 options best suited to his needs.
06- Design System
07- Next Steps
To enhance the user experience based on identified needs and preferences, additional flows for health plan family/corporate would need to be examined and included. While the initial focus was on individual insurance, the expansion will involve creating dedicated flows for family and corporate health plans.
Aiming to deliver users with a more personalized and suitable experience aligned with the client`s needs. Research needs to be done to consider the feasibility of integrating a Login/Signup feature.
In response to user test results and keeping to general UX principles, the Fill-in Form Flow process needs to be brief. Shortening the process aligns with both user preferences and industry best practices, as extended processes tend to result in a higher likelihood of users not reaching the final step. This optimization is essential to improve KPI data and minimize the percentage of users who do not complete the task.
Presenting insurance comparisons needs to be simplified. User feedback and data analysis indicate that the majority of users found it challenging to comprehend the information clearly in the current format. By simplifying the presentation, we aim to improve user understanding and facilitate more informed decision-making in the insurance comparison process.