Health Insurance
This project enhances the Health Insurance journey on the Bajaj Finserv app by streamlining policy selection, reducing drop-offs, and creating a clearer, faster purchase experience for ETB and NTB users.
App name / Client
Bajaj Finserv
Category
UI/UX Design
Industry
FinTech
Objective
Improve the user experience for health insurance on the Bajaj app for both existing users and newcomers.
Key Initiatives
Simplified Policy Selection
A streamlined mini-form on the Category Landing Page allows users to select the members they want to insure. This filters and shows only relevant policies, minimizing drop-offs from the Product Listing Page (PLP).
Conversion Strategies for New Users
New users are offered special incentives to download the Bajaj app. This strategy aims to convert them into regular users, enhancing retention and driving conversions.
Optimized Product Listing Page
The PLP (Product Listing Page) is redesigned to display essential policy information clearly and enable easy navigation, reducing user effort and frustration.
Goal
These improvements aim to provide a seamless and intuitive experience for both existing and new users, making health insurance selection and purchase simpler and more engaging on the Bajaj app.
Design Approach
What Is User Centered Design?
User-Centered Design (UCD) is a systematic approach that prioritizes the needs and preferences of users throughout the design process. This iterative method involves engaging users at each stage to ensure the final product is both highly usable and accessible. Design teams employ various research and design techniques to gather insights directly from users, thereby creating products that effectively meet their expectations and requirements.
Secondary Research
Understanding Insurance: A Financial Safety Net
Insurance is a legal contract between two parties: the insurer and the insured. This agreement, also known as an insurance policy, provides financial protection against potential losses. The insurer commits to cover specific financial risks that the insured might face under certain conditions.
By purchasing insurance, individuals manage financial risks by securing protection against unforeseen losses. If an insured event occurs, the insurance company compensates the insured or a designated beneficiary. Without insurance, individuals would bear the full burden of related costs in the event of an accident or other adverse occurrences
Understanding Health Insurance: Medical Financial Support
A health insurance policy provides financial assistance in the event of a medical emergency. It is a contract between the policyholder and the insurance company, covering medical expenses arising from illness, injury, or accident. Under this policy, the insurer bears some or all of the medical costs, while the policyholder pays a specified amount, known as a premium.
There are two types of health insurances:
Individual or Self Health Insurance Plan
Family Floater Health Insurance Plan
How Insurance Companies Compensate for Medical Expenses
Cashless Treatment: The insurer directly pays network hospitals, so the policyholder incurs no upfront costs.
Reimbursement: The policyholder pays medical expenses initially and later seeks repayment from the insurer.
Benefits of Health Insurance
Access to Superior Medical Treatment: Receive quality care without the burden of high costs.
Coverage for Critical Illnesses: Specialized protection for severe health conditions.
Emergency Ambulance Costs: Covers expenses for road ambulance services.
Affordable Premiums for Young Adults: Lower premiums for younger policyholders.
Cashless Claim Benefit: Manage your health without worrying about large medical bills.
Savings Protection: Shield your finances during medical emergencies.
Tax Benefits: Eligible for tax deductions under Section 80D.
Family and Savings Safeguard: Ensures financial security for you and your family.
How one can Purchase Health Insurance Online
Simple Online Process: Buy a policy in minutes without paperwork or physical signatures.
Gather Information: Review various policies to match your needs and requirements.
Compare Policies: Analyze coverage, benefits, and premiums to select the best option.
Complete Documentation: Read the policy document thoroughly and finish the paperwork.
Make Payment: Use credit card, debit card, or net banking. Expect policy issuance within 7-10 days.
A Comparative Guide for Online and Offline Health Insurance
When choosing between online and offline health insurance, understanding the differences in meaning, process, time factor, convenience, choice, and customer reviews is crucial.
Online health insurance
simplifies the buying process. It allows for quick and paperless transactions directly from the insurer's website or mobile app. You can compare various policies in minutes, make payments online, and instantly receive your policy documents via email. This method offers the flexibility to purchase insurance from anywhere at any time, providing a broader range of choices and access to customer reviews for informed decision-making.
Offline health insurance
involves a more traditional approach, requiring you to visit an insurer's office or contact an agent. The process includes manually comparing plans, submitting documentation, and waiting for the hard copy of your policy to be mailed. This method can be time-consuming and limits your options to what the agent presents, with no direct access to independent customer reviews, relying instead on the agent’s information.
Existing Journey
Challenges in the Current User Experience
High Cognitive Load
Users are overwhelmed due to complex navigation and information presentation.
Text Alignment Issues
Some screens use justified text, making it hard for users to read smoothly.
Overuse of Colors
The interface uses too many colors, which disrupts the visual hierarchy and confuses users.
Unclear Process Steps
The steps in the process are not prominently displayed, and their purpose is not communicated effectively.
Inconsistent Icons
Different styles of icons are used, leading to confusion and a lack of visual coherence.
Font Inconsistencies
Variations in font types and sizes create an inconsistent visual experience.
Hidden Actionable Icons
Icons that should prompt user actions are not visible enough, making it hard to interact with them.
Unclear Action Hierarchy
There is no clear distinction between primary and secondary actions, which affects user decision-making.
Limited User Control
Users have no easy way to backtrack or exit processes, limiting their control over navigation.
Poor Recall Aid
Users struggle to find policies they viewed previously, as the system lacks recognition aids.
Competitive Analysis
Primary Research
User Interviews: Prerequisites for Research Participants
Previous Health Insurance Purchase: Participants should have previously purchased health insurance, either online (preferred) or offline. They can have insurance from Bajaj or any other platform.
User Type: Participants can be existing (ETB) or new (NTB) users of the Bajaj platform.
Research Parameters
Gender: Both male and female participants.
Age: Participants must be 18 years or older.
Demographics: Participants should be from Tier 1 or Tier 2 cities.
User Segments: Both ETB (Existing to Bajaj) and NTB (New to Bajaj) users.
Research Questions
Awareness of Bajaj Platform: Do users recognize the Bajaj platform as a provider of health insurance?
User Experience: What was their experience with the Bajaj platform's health insurance product?
Suggestions for Improvement: What enhancements do users recommend for the platform?
Interest Post-Interview: Do users express interest in the product or in purchasing health insurance from Bajaj after the interview?
Past Health Insurance Experience: What was their previous experience with purchasing health insurance, and how does it compare to the Bajaj platform?
Insights from Primary Research
Reminder for Insurance Renewal: Automated renewal reminders are crucial to help users manage their policies effectively.
Clarity on Policies for Family Members: Users need clear information that they can purchase separate policies for their parents or in-laws.
Access to a Variety of Relevant Policies: Users prefer having access to a diverse range of policies that cater to different needs.
Seamless and Easy User Journey: A user-friendly process with straightforward, clear instructions is essential for a positive experience.
Use of Simple Terminology: Avoid complex language to ensure users easily understand policy details.
Comprehensive Family Coverage Option: Users are interested in policies that cover all family members (self, spouse, children, parents/in-laws) in a single plan.
Feeling of Security and Trust: Features that enhance users’ sense of security and trust are highly valued.
Concise and Manageable Information: Information should be presented concisely to prevent overwhelming users.
Simplified Claim Process: An easy-to-navigate claim process is important for user satisfaction.
Efficient Policy Comparison: Users want a platform that allows for the easy comparison of multiple policies simultaneously.
Ease of Revisiting Policies: Users prefer the ability to quickly access and review policies they have previously explored.
Positive Technical and Overall Experience: Users expect a robust technical performance and a smooth overall experience from the platform.
Business Challenges
85% of users drop off from the PLP, indicating issues with engagement or relevance of the listed products.
80% of users scroll through only 20% of the PLP, suggesting poor content placement or user experience design on this page.
Due to company policies, there is a requirement to showcase two separate PLP pages, potentially complicating the user experience and reducing effectiveness.
Out of total leads generated monthly: 8% are warm leads, 2% are hot leads and Only 0.75% convert to actual sales.
90% of users drop off after visiting the Additional Details Page (ADP), even though 80% of traffic to the Bajaj site originates from these pages.
Additional Issues Identified During Discovery Phase
Inability to Purchase Family Policies Together
Users cannot buy policies for themselves and their parents in a single transaction, complicating the buying process.
Lengthy Purchase Process
The current process involves 9 steps to complete a policy purchase, which may deter users due to complexity.
High Drop-off at OTP Submission
30% of users abandon the process at the OTP submission stage, indicating a friction point.
Low Independent Purchase Rate
Only 1.3% of users successfully buy a policy without requiring assistance from the support team.
70% of support calls are related to
Locating cashless hospitals in their area and Guidance on buying policies for parents.
High Drop-off Rate from ADP Page
80% of users leave the site from the Additional Details Page (ADP), reflecting a critical issue in retaining user interest at this stage.
Brainstorming
Task Flow
