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Leading a team of 3 designers to redesign the client's insurance portal to drive cross-sell. Facilitating the process from research to UI, utilizing their design system at the end.
3 product designer (me and two more junior colleagues)
1 product manager (client)
1 engineering peer (client)
Whimsical
Sketch
Zepplin
2022 Q1 - Q2
Executive summary
In 2022 Q1 I lead a team of 3 product designer to redesign K&H’s old insurance portal. The goal was to drive cross-sell and cater for user needs and expectations. We successfully delivered the project in 4 months from discovery to UI handover while constantly syncing with the client and involving them in the process. Thanks to the new design and the optimized and more visible cross-sell elements, the average number of policies per user has increased from 1.2 to 2.5.
The starting point
A modern insurance portal drives business and integrate well with their new mobile app
An insurance portal where users can easily achieve their goals and can be inspired to buy new policies.
An online tool that they can use to pay their policies and overview its status.
User needs
To discover user behaviours and needs about insurance policies, we conducted 10 user interviews. I was responsible for writing the interview script and conducting the interviews with the help of one junior designer.
People think of their insurance policies as “just another thing to pay” so they want an easy way to pay the overdue policies.
The participants we asked had 1 or 2 insurance policies.
They only visit their current insurance portal when they have to pay their overdue policies.
Marry quick payment with cross-selling
We had to find the balance between business requirements and user needs. So based on the user interviews we knew that the payment flow is the most important, but our solution had to respect the business vision as well. Which is to drive cross-sell.
We had a few rounds of ideation workshops together and iterated quickly to find a direction that caters for both user and business needs.
Main flows
Worked out main flows in a mobile-first approach, because the client's goal was to integrate this service to their new mobile app eventually.
Second time's the charm
I organized and ran 20 usability test with the help of my teammates. We separated them in two rounds and iterated on the concept in-between.
The 1st concept... failed
Test participants liked that they can pay their bills right away, but it wasn’t fully clear where the amount comes from.
They understood the “insurance meter” aka our main cross-sell element at all. They couldn’t connect the numbers to anything.
They found the screen a bit too cluttered.
They were OK with the ghost cards (the original purpose of which was to drive cross-sell).
The 2nd concept... succeeded
Newly introduced to-do section made sense to users as it showed the reason they visit the site.
The new “insurance meter” was well-received as it only uses text explanation with an icon.
The structure was more easy to use for them.
Some even mentioned they like to see additional options for new policies.
Finalize it with KDS design system
I translated the key screens into UI that uses
the client's new design system. I delegated the rest of the UI work to my teammates and supervised their work, making sure it follows common UI patterns and the design system. I also stayed in touch with the client to make sure we only use components that are already implemented.
Outcome: More policy per user
This project heavily contributed increasing the average number of policies per user from 1.2 to 2.3.
Challenges and takeaways
Acting a bit as both project manager and designer while having more junior designer I need to delegate tasks was definitely the biggest challenge for me.
I was skeptical about whether it's possible to create a product in a way that it has a big focus on cross-selling while not harming the user experience. This project made me realize that with the proper data and insights on hand you can always make reasonable compromises.