Decoding the Digital Insurance Purchase Journey: User Motivations and Experience Insights
What drives users to make online insurance purchases;
Empathising with the purchase experience as a digital insurer.
Role
UX Designer,
Co-Product owner
Timeline
8 months
Dec 21' - Sep 22'
(with continuous iterations)
Contributions
User Research, Stakeholder workshops, Feature Prioritisation, Usability Testing, Design QA, User Stories & Test Plan
Achievements
Analysis from November 2023 reveals substantial improvements in our online purchase experience, comparing metrics from one year before and after the redesign.
3x
Increase in conversion rates
2x
Increase in hot lead-generations
$$
Achieved a significant increase in online sales after the design revamp
Note: I am unable to disclose the exact numbers as it is private and confidential information
Problem
In November 2021, amid our digital self-service transformation, we identified a significant drop in the Singlife CareShield sales funnel. This prompted targeted research and redesign initiatives to enhance user experience and boost product sales.
Click on the cards below to find out more
Educating the users
Users seek product clarity to determine personalisation and product fit.
"I am making an online purchase and not filling up a form, I need to know what I'm getting myself in to."
Curiosity kills the cat
Questions irrelevant to the product create user doubt, suggesting data collection rather than matching needs.
"I am not too sure why I am asked these questions as this product doesn't require these information."
Information Privacy
Privacy concerns and lack of transparency regarding personal data collection create user hesitation.
"I think Singlife is asking for personal information and Singpass credentials too early on when I barely know much about the product yet."
Solution
These mobile screen designs showcase our mobile-first approach to product development.
Research Methodologies:
User Interviews
Analytics platform
Usability Testing
Guiding users with confidence
Intuitive Navigation & Context Clues
💡 Progress indicators helps guide users through the purchase journey
💡 Simplified language with strategic tooltips that clarifies industry terminology and removing jargon where uneeded
View Prototype
Explainers and comparison at a glance
Clearer Questions, Smarter Decisions
💡 Collaborated with product and underwriting teams to translate technical terminology into accessible language, while prioritizing essential requirements from optional enhancements to ensure focused solution development.
💡 Tweaked the way questions were asked and reduced the number of questions asked
💡 Optimized information architecture by restructuring tabular data displays and refining question formatting to minimize cognitive burden on users, enhancing overall comprehension and usability.
Guiding users to clarity
Question Reorganisation
💡 Resequenced question to enable users to confirm product purchase interest before initiating SingPass authentication — streamlining the user journey and reducing unnecessary verification steps.
💡 Transparent data use to address user privacy concerns, clearly communicating how personal information is handled when users opt not to complete purchases, thereby enhancing trust and reducing abandonment rates.
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Retrospective
Through this redesign I could see how impactful design is and what other areas in this journey I could focus on to create a better experience for consumers
Pushing the envelope can break boundaries
While respecting established processes provided stability, our project demonstrated that meaningful innovation required collaborative advocacy from the design team alongside other business units. This strategic push beyond the status quo ultimately delivered superior outcomes that traditional workflows alone could not achieve.
Design is not about being the most original
Our project reinforced that effective design extends beyond intuition alone. Through rigorous competitor analysis, we uncovered valuable insights that significantly informed and elevated our design decisions, ultimately leading to more strategic solutions grounded in market context rather than subjective assumptions.
Tracking analytics can open a new world of insights
Exploring beneath the surface of user interactions, I discovered unspoken pain points users couldn't articulate. This deeper investigation method unveiled a new dimension of problem-solving that traditional user feedback alone would have missed, fundamentally enriching my design perspective.
