Simplifying digital health insurance experiences
Re-designing Maxbupa.com
The new portal is now live, check it out >
Location
New Delhi,
India
Design team
Designer,
Creative director,
Researcher,
Visual designers (2)
My role
Designer
(Design strategist and UX Designer)
Project Type
-
Design strategy
-
User research & interviews
-
UX/UI Design
-
Web/mobile responsive
My responsibilities
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Assisting with user research and analysing insights
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Defining design directions and leading UX phase
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Organising multiple feedback and iteration sessions with stakeholders
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Co-ordinating with development team on design quality and delivery
Context and process
Insurance is complicated.
How we do make it easy?
Max Bupa was receiving a lot of drop-offs, unsuccessful leads and loss of user data on the existing web portal.
They wanted us to leverage user centric methods to identify the problem and design an experience which clearly indicates the benefits of health insurance making it easier to get insured and feel protected.
Understanding the landscape
Insurance is as much about health as it is about money
01
What we learned from industry?
Through desktop research and trend analysis, it was clear about industry challenges and the confusing notion about health insurance
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Increase in demand due to rise of disposable income and lifestyle related diseases
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People have disconnect between life & health insurance
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Increase in self health awareness
-
Complications around policies make users apprehensive
02
What we learned from Max Bupa stakeholders?
After various stakeholder workshops, we got to know the business challenges and expectations from each department for the new portal. Below is an infographic highlighting stakeholder priorities
User research and interviews
People have varied opinions as per their life-stage, location and lifestyle
I conducted in-depth interviews with almost 7 of total 15 users across the country to understand their mental models on deeper level when it comes thinking about health insurance.
We uncovered some eye-opening insights about how people value and weigh in for risks related to their health and financial future
Our intention was to see how people's lifestyle and behaviour influence their decisions when it comes to averting future risks
Demographic
understanding
Perception about Health insurance
Device usage and payments
Expectations about renewals and claims
Insurance awareness and selection
Design synthesis and directions
An experience to build excitement, trust and a sense of protection
Through various brainstorming activities with my team and stakeholders, we came up with design directions to change the narrative of health insurance companies, which usually have been about fear from future risks
Instilling a sense of physical sense
Progressive disclosure and upfront info
Pro-active engagement across all touch points
Putting health stakeholders in front
Utilising policy to the best of it's ability
Showing highlights of Pre-login designs
Finding products as per user life-stage
Tangible and simple product branding
Product card for new users
Product card for returning users
'Need to know' search function
Digital assistant to let you be in touch always
A conversational and intuitive buying journey
Check out live product buying journey >
Post login design
One view post login experience
I cannot show what we did for post login in the case study, although Post login was a complex challenge to crack. It included simplifying key complicated processes and business functions to make the experience engaging and intuitive
Below, I am pointing out to the activities we did
01
Post buying journey
Users can understand what they need, prepare and complete the form as per their convenience
04
Renewals and upgrading
Through behavioural models and user analytics, renewals journey was configured to reduce complexity and make it transparent
02
Dashboard design
Simplifying complexity & creating an interactive dashboard & policy view
(First time by an Indian health Insurance provider)
05
Continued engagement
Integrating the GoActive app and fitness tracker devices with the dashboard view and rewarding users to use policy
03
Appointments and Claims
Through personalised network,
users can book, save and claim for appointments and repeat processes through favourites and easy clicks
Thank you! Please get in touch for more info on this project
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