Insurepay app
UX Casestudy
It's a revolutionary platform that merges insurance payments with 100% cashback incentives, delivered through redeemable coupons for online and offline platforms.
Problem Statement
Customers often neglected insurance renewals. To boost engagement, the CEO proposed offering 100% cashback in shopping coupons, making policy payments feel "free" and encouraging renewals.
Project Duration
2018 - 2019
3 Apps, 50+ Screens
Team
Designer, Developers, Internal and External Stakeholders and CEO
As the experience designer for this project I was responsible for both strategies and visual design.
Discover phase is a journey of discovery with the aim of getting to know user pain points, frustration and to gain an understanding of the user. Two methods of research contributed to my findings.
Qualitative Research
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I conducted one-on-one discussions to understand insurance payment habits and renewal decisions. Our research revealed key challenges like low renewal motivation and the need for rewards, shaping solutions to improve engagement and simplify payments.
How do you currently pay for your insurance premiums?
What challenges do you face while renewing your policy?
Have you ever delayed or missed a renewal? If so, why?
What factors influence your decision to renew or switch policies?
How aware are you of cashback or reward programs linked to insurance payments?
Would receiving cashback or rewards encourage you to renew on time?
How easy or difficult do you find the current insurance payment process?
What improvements would you like to see in the payment or renewal process?
Do you prefer automated renewals, or do you like manual control over payments?
Quantitative Research
We also did an online survey for users, to observe any pattern or similarity in their answers. Here are some responses:
What is your profession?
Do you renew your insurance on time?
Why do you delay or skip renewal?
Would 100% cashback makes more likely to renew?
How valuable are cashback perks for you?
Competitive Analysis
A competitive analysis is the process of categorizing and evaluating our competitors to understand their strengths and weaknesses in comparison to our own.
In define phase I sorted out the user frustrations and needs to create personas.
Affinity Mapping
The Affinity mapping is a method which can help us to gather large amounts of data and to organize them into groups.
Frustrations (User pain points or challenges):
Renewal Reminders: Users often forget to renew policies, leading to coverage lapses.
Complicated Policy Processes: Many users find the process of purchasing or renewing policies confusing and tedious.
Lack of Engagement: Users don’t feel incentivized or motivated to maintain policies once they've been purchased.
Needs (What users need to resolve pain points):
Timely Reminders: A clear and timely reminder system to renew policies.
Simplified Process: An easy, intuitive flow for policy purchase and renewal.
Incentive System: A reward-based system that motivates users to engage with the platform (like cashback).
Wants (Features or improvements users desire):
More Cashback Options: Users want more retailers or partnerships to redeem their cashback rewards.
Better User Interface: A more streamlined, user-friendly design to improve usability.
Personalized Experience: Users want a personalized experience, like receiving recommendations based on their policy usage.
Motivations (What drives the users’ decisions or actions):
Free or Low-Cost Policies: The idea that paying for insurance with cashback makes it feel "free" motivates users to renew or buy policies.
Rewards and Recognition: Earning rewards or points for policy purchases renews user interest and engagement.
Trust in the System: Building trust through transparency and ease of use encourages loyalty.
User Personas
We construct personas to view things from the viewpoint of users. I've devised two such personas aimed at guiding wireframe creation.
Sunitha
The Busy Professional
Demographics:
Age: 35
Location: Urban
Occupation: Working Mom, Marketing Manager
Tech Savvy: Comfortable with using apps but doesn’t have much time to explore them deeply.
Bio
Sunitha is a marketing professional and a mother, juggling a hectic schedule. She finds it hard to remember to renew her insurance policies due to her busy routine. She values quick, hassle-free solutions that save her time.
Goals
Stay on top of important tasks like insurance renewals without adding more complexity to her life.
Wants an easy, straightforward way to manage and renew policies quickly.
Personality
Type: Practical, goal-oriented, family-focused.
Attitude: Srija tends to seek efficiency in everything she does. She doesn’t mind doing a bit of research, but she expects things to be easy and convenient.
Technology
Uses a smartphone and tablet frequently, primarily for work and managing her day-to-day tasks.
Prefers apps with clean, minimal interfaces and clear instructions.
Frustrations
Renewal Reminders: Srija often forgets to renew policies because she is overwhelmed with work and family responsibilities.
Complicated Processes: She finds insurance-related tasks to be tedious and hard to navigate.
Motivations
Timely Reminders: Srija would appreciate clear, actionable reminders for policy renewals that align with her busy schedule.
Simplified Processes: She wants an easy, streamlined experience to renew policies without any hurdles.
Gopi
The Tech-Savvy Professional
Demographics:
Age: 28
Location: Urban
Occupation: Software Engineer
Tech Savvy: Very comfortable with technology, regularly uses apps and digital services.
Bio
Gopi, a tech-savvy software developer, actively seeks digital solutions but finds traditional insurance renewals cumbersome and outdated. He values seamless, efficient experiences that offer real value.
Goals
Effortlessly renew policies with minimal steps.
Receive rewards or cashback to make the renewal process more engaging.
Personality
Type: Logical, Analytical, Tech Enthusiast
Attitude: Prefers efficient, cutting-edge solutions that save time.
Technology
Regularly uses apps, websites, and digital tools for both work and personal tasks.
Prefers fast, seamless, and intuitive user interfaces.
Frustrations
Lack of motivation to engage with the insurance process due to limited incentives.
Finds the policy renewal process outdated and frustrating.
Motivations
Rewards and Cashback: Likes the idea of receiving cashback or rewards to motivate policy renewals.
Convenience: Seeks a fast, seamless user experience with minimal effort.
Empathy Mapping
Developing personas allows us to view matters from the users' viewpoints. I've constructed two personas to aid in wireframe creation.
Think & Feel:
Renewal Reminders: Users often forget to renew policies, leading to coverage lapses.
Complicated Policy Processes: Many users find the process of purchasing or renewing policies confusing and tedious.
Lack of Engagement: Users don’t feel incentivized or motivated to maintain policies once they've been purchased.
Hear:
Timely Reminders: A clear and timely reminder system to renew policies.
Simplified Process: An easy, intuitive flow for policy purchase and renewal.
Incentive System: A reward-based system that motivates users to engage with the platform (like cashback).
See:
More Cashback Options: Users want more retailers or partnerships to redeem their cashback rewards.
Better User Interface: A more streamlined, user-friendly design to improve usability.
Personalized Experience: Users want a personalized experience, like receiving recommendations based on their policy usage.
Say & Do:
Free or Low-Cost Policies: The idea that paying for insurance with cashback makes it feel "free" motivates users to renew or buy policies.
Rewards and Recognition: Earning rewards or points for policy purchases renews user interest and engagement.
Trust in the System: Building trust through transparency and ease of use encourages loyalty.
Pains:
Forgetting to renew policies due to lack of timely reminders or confusing processes.
Slow, tedious systems with no motivation to engage or renew.
Poor user experience with frustrating design and little to no rewards for using the service.
Gains:
Wants an automated, timely reminder system to easily renew policies.
Desires a fast, intuitive process that rewards engagement (like cashback).
Needs a user-friendly interface with clear, actionable steps to renew or purchase insurance.
In ideate phase we'll explore and come up with as many ideas as possible. At this stage, the focus is on quantity of ideas rather than quality.
HMW
1. How might we make policy renewal easier for users?
Implement automated reminders via SMS, email, or push notifications about upcoming policy renewals.
Provide a one-click renewal process within the app with auto-filled payment info and easy authentication.
Offer an auto-renewal option to reduce forgetfulness and minimize friction.
2. How might we simplify the insurance policy process for users?
Create a step-by-step guide to walk users through the process of purchasing and renewing policies.
Use clear, simple language in policy documents to make them more accessible.
Add a policy comparison tool to help users easily compare options based on needs, premium amounts, and cashback benefits.
3. How might we incentivize users to stay engaged with their policies?
Offer extra cashback rewards for users who renew their policies on time.
Integrate gamification features, such as earning points for policy renewals, timely payments, and referrals.
Develop a loyalty program with increased cashback rates for users who renew policies consecutively for several years.
4. How might we provide more value to users through cashback rewards?
Partner with more retailers and service providers to expand the list of places where cashback can be redeemed.
Implement tiered cashback rewards, unlocking higher cashback rates based on milestones like policyholder tenure.
Enable users to use their cashback rewards to pay for future premiums, reducing the cost of insurance.
5. How might we build trust and reliability with users?
Ensure transparency by displaying clear FAQs, user testimonials, and real-time updates on cashback processes and policy terms.
Offer a risk-free trial period so users can test coverage before full commitment, with easy exit or refund options.
Provide live chat or customer support for immediate assistance and guidance.
6. How might we make the user interface more intuitive for policy management?
Simplify the dashboard to highlight key tasks such as policy renewal, cashback tracking, and payment management.
Design mobile-friendly, minimal-click interfaces for core actions like checking policy status or cashback balances.
Introduce interactive elements like sliders or progress bars to track cashback goals and policy renewal progress.
7. How might we encourage first-time users to sign up for the platform?
Offer an introductory cashback bonus or discount for first-time sign-ups and policy purchases.
Highlight the ease of use in marketing materials, showing how simple it is to complete tasks like purchasing or renewing policies.
Create a referral program where users earn bonuses for referring friends and family to the platform.
Information Architecture
IA is a visual representation for users so that user can get to know about features and functionality of the product and they could find anything easily.
Card Sorting
Card sorting is a method used to help design or evaluate the information architecture of a site.
User Flow
A user flow is a visual representation for the users to map out each and every step the user takes-from entry point right through to the final interaction.
In design phase we look for many possible solutions and reduce the number of possibilities or choices to determine the most effective and efficient way to construct the solution.
High-Fidelity Wireframe
Card sorting is a method used to help design or evaluate the information architecture of a site.
In design phase we look for many possible solutions and reduce the number of possibilities or choices to determine the most effective and efficient way to construct the solution.
Points of Feedback:
The signup process was smooth, with users appreciating the cashback clarity.
Users found the one-click renewal and automated reminder features helpful.
The mobile-first design and intuitive dashboard layout received positive reviews.
Some users struggled with understanding policy comparisons and wanted clearer descriptions.
Cashback options were appreciated, but users wanted more visible tracking and progress updates.
The auto-renewal option was appreciated for saving time and effort, but there were concerns over the app’s response time when updating policy details.
Users felt reassured by the FAQ section and live chat, but some requested more user testimonials to boost trust.
Key Insights:
Strengths: Smooth user flow, clear automated reminders, mobile-friendly design, easy renewal process, and flexible cashback options.
Improvement Areas: Enhanced clarity for policy comparison tools, improved speed of app responses, better visibility of cashback progress, and more visible trust-building elements (testimonials, reviews).