HSBC
HSBC
HSBC
Travel Insurance
Travel Insurance
Travel Insurance
How to scale a simple journey?
How to scale a simple journey?
How to scale a simple journey?
I designed the 0-1 end-to end travel insurance journey for HSBC on both mobile and web (view journey here). It covers the whole sales journey from quotation to application and to payment. The design was launched in HK, Malaysia and Singapore. I also iterated the design to better scale to future integration for more complex insurance products in different markets.
I designed the 0-1 end-to end travel insurance journey for HSBC on both mobile and web (view journey here). It covers the whole sales journey from quotation to application and to payment. The design was launched in HK, Malaysia and Singapore. I also iterated the design to better scale to future integration for more complex insurance products in different markets.
I designed the 0-1 end-to end travel insurance journey for HSBC on both mobile and web (view journey here). It covers the whole sales journey from quotation to application and to payment. The design was launched in HK, Malaysia and Singapore. I also iterated the design to better scale to future integration for more complex insurance products in different markets.
Time
Time
Time
12 weeks
12 weeks
12 weeks
Team
Team
Team
1 designer (me)
1 PM
1 Business analyst
1 Data analyst
6 Developers
1 designer (me)
1 PM
1 Business analyst
1 Data analyst
6 Developers
1 designer (me)
1 PM
1 Business analyst
1 Data analyst
6 Developers
Focus
Focus
Focus
Customer facing
App & web
Customer facing
App & web
Customer facing
App & web
Method
Method
Method
User research
Prototype testing
A/B testing
Competitive Analysis
UX & UI
User research
Prototype testing
A/B testing
Competitive Analysis
UX & UI
User research
Prototype testing
A/B testing
Competitive Analysis
UX & UI
USD 80K+
Growth Written Premium in first month
3
Markets applied
5+
Applied to 5+ different insurance products
USD 80K+
Growth Written Premium in first month
3
Markets applied
5+
Applied to 5+ different insurance products
USD 80K+
Growth Written Premium in first month
3
Markets applied
5+
Applied to 5+ different insurance products
BACKGROUND
BACKGROUND
BACKGROUND
Starting from a simple journey
Starting from a simple journey
Starting from a simple journey
This project started from designing a straight-forward journey of buying travel insurance online on both web and app, for just Malaysia one market, and the insurance product itself is also very simple. There is only one insured(people who are covered by this insurance) the total steps for plan creation( quotation) are 3 steps.
This project started from designing a straight-forward journey of buying travel insurance online on both web and app, for just Malaysia one market, and the insurance product itself is also very simple. There is only one insured(people who are covered by this insurance) the total steps for plan creation( quotation) are 3 steps.
This project started from designing a straight-forward journey of buying travel insurance online on both web and app, for just Malaysia one market, and the insurance product itself is also very simple. There is only one insured(people who are covered by this insurance) the total steps for plan creation( quotation) are 3 steps.
Quotation MVP design
Quotation MVP design
Quotation MVP design
PROBLEM #1
PROBLEM #1
PROBLEM #1
How to scale for multiple insureds?
How to scale for multiple insureds?
How to scale for multiple insureds?
When it started to aligned with multiple markets and different product, I soon realized that there are many products or same products in different market would required multiple insured covered in one quotation. That means I need to consider more steps in quotation and application for multiple insureds case. More over there is also requirements to add a step for additional benefit in quotation
When it started to aligned with multiple markets and different product, I soon realized that there are many products or same products in different market would required multiple insured covered in one quotation. That means I need to consider more steps in quotation and application for multiple insureds case. More over there is also requirements to add a step for additional benefit in quotation
When it started to aligned with multiple markets and different product, I soon realized that there are many products or same products in different market would required multiple insured covered in one quotation. That means I need to consider more steps in quotation and application for multiple insureds case. More over there is also requirements to add a step for additional benefit in quotation
New requirements
New requirements
New requirements
Quotation
Quotation
Quotation
Multiple insured selection
Multiple insured selection
Multiple insured selection
Additional benefit
Additional benefit
Additional benefit
Application
Application
Application
Multiple insured personal information
Multiple insured personal information
Multiple insured personal information
Solution
Solution
Solution
Quotation: A/B testing
Quotation: A/B testing
Quotation: A/B testing
Version A: travel info questions on 1 page approach
Version A: travel info questions on 1 page approach
Version A: travel info questions on 1 page approach
Testing result
Testing result
Testing result
Quote completion rate
Quote completion rate
Quote completion rate
29%
29%
29%
Quote average completion time
Quote average completion time
Quote average completion time
1 min 32s
1 min 32s
1 min 32s
Feedback
Feedback
Feedback
Version A has less pages
Version A has less pages
Version A has less pages
Users had less patient browsing Version A and wondered how many questions left
Users had less patient browsing Version A and wondered how many questions left
Version A ‘s question page is different from coverage and plan selection page, participants take more time to digest information
Version A ‘s question page is different from coverage and plan selection page, participants take more time to digest information
Version B: step by step with progress tracker approach
Version B: step by step with progress tracker approach
Version B: step by step with progress tracker approach
Testing result
Testing result
Testing result
Quote completion rate
Quote completion rate
Quote completion rate
35%
35%
35%
Quote average completion time
Quote average completion time
Quote average completion time
1 min 11s
1 min 11s
1 min 11s
Feedback
Feedback
Feedback
Version B is clearer with less information on every page
Version B is clearer with less information on every page
Version B makes users feel more secured with more guidance and awareness of current status
Version B makes users feel more secured with more guidance and awareness of current status
Therefore, based on the testing result, I moved forward with Version B, the step by step approach with progress tracker, since it has a quicker completion time and higher completion rate.
Therefore, based on the testing result, I moved forward with Version B, the step by step approach with progress tracker, since it has a quicker completion time and higher completion rate.
Therefore, based on the testing result, I moved forward with Version B, the step by step approach with progress tracker, since it has a quicker completion time and higher completion rate.
Application: tested 2 versions
Application: tested 2 versions
Application: tested 2 versions
For application, it also needs to consider multiple insured. So the challenge here is similar to quotation which is how might we help users to fill information in a fast and clear way.
For application, it also needs to consider multiple insured. So the challenge here is similar to quotation which is how might we help users to fill information in a fast and clear way.
For application, it also needs to consider multiple insured. So the challenge here is similar to quotation which is how might we help users to fill information in a fast and clear way.
Application with multiple insured
Application with multiple insured
Application with multiple insured
Step tracker
Step tracker
3 votes
3 votes
3 votes
Less clicks, users felt quick to finish this version
Less clicks, users felt quick to finish this version
Less clicks, users felt quick to finish this version
More guidance
More guidance
Too many steps showed with step tracker in the entire journey, may make users loss patient
Too many steps showed with step tracker in the entire journey, may make users loss patient
Main page hub
Main page hub
12 votes
12 votes
12 votes
Users felt more systematic and has an overview of everything
Users felt more systematic and has an overview of everything
More freedoms for users to choose whom to fill first
More freedoms for users to choose whom to fill first
Maybe daunting and confusing when user first see it
Maybe daunting and confusing when user first see
Maybe daunting and confusing when user first see
In the end, I moved forward with the main page hub design for filling multiple insured personal information.
In the end, I moved forward with the main page hub design for filling multiple insured personal information.
In the end, I moved forward with the main page hub design for filling multiple insured personal information.
PROBLEM #2
PROBLEM #2
PROBLEM #2
How to scale for upgrade?
How to scale for upgrade?
How to scale for upgrade?
Another challenge for scaling is scale for nudging users to upgrade to a more expansive plan. For MVP, I had the version with no upgrading, and for Malaysia market, I had the version for upgrading in the two plans only case. However, for future consideration, there are more complex cases that allows users to upgrade to different plans.
Another challenge for scaling is scale for nudging users to upgrade to a more expansive plan. For MVP, I had the version with no upgrading, and for Malaysia market, I had the version for upgrading in the two plans only case. However, for future consideration, there are more complex cases that allows users to upgrade to different plans.
Another challenge for scaling is scale for nudging users to upgrade to a more expansive plan. For MVP, I had the version with no upgrading, and for Malaysia market, I had the version for upgrading in the two plans only case. However, for future consideration, there are more complex cases that allows users to upgrade to different plans.
No upgrade
No upgrade
Upgrade within 2 plans
Upgrade within 2 plans
Upgrade with multiple options
Upgrade with multiple options
Ideas and iterations
Ideas and iterations
Ideas and iterations
I have created several upgrading version for testing and discussion:
I have created several upgrading version for testing and discussion:
I have created several upgrading version for testing and discussion:
Version I: Separate destination and time
Version I: Separate destination and time
Version I: Separate destination and time
Applied to all cases
Applied to all cases
Applied to all cases
Toggle straight-froward
Toggle straight-froward
Toggle straight-froward
On top to grab attention
On top to grab attention
On top to grab attention
Knowing about upgrading from the beginning
Knowing about upgrading from the beginning
Low dev cost
Low dev cost
Low dev cost
Using existing component
Using existing component
Destination maybe not very clear on switching/upgrading
Destination maybe not very clear on switching /upgrading
Destination maybe not very clear on switching/upgrading
Version II: Combine location and time upgrading option to one selection
Version II: Combine location and time upgrading option to one selection
Version II: Combine location and time upgrading option to one selection
Applied to all cases
Applied to all cases
Applied to all cases
Possible to scale to more options in the future
Possible to scale to more options in the future
Possible to scale to more options in the future
More clear on destination upgrading
More clear on destination upgrading
More clear on destination upgrading
Rephrase destination to annual option instead of re-choosing a destination
Rephrase destination to annual option instead of re-choosing a destination
Low dev cost
Low dev cost
Low dev cost
Using existing component
Using existing component
More dev demand
More dev demand
More dev demand
Version III: Put upgrade access in modal
Version III: Put upgrade access in modal
Version III: Put upgrade access in modal
Clean plan selection page
Clean plan selection page
Clean plan selection page
Combined with travel details on modal to save space and provide more info
Combined with travel details on modal to save space and provide more info
Combined with travel details on modal to save space and provide more info
Information hidden, may need extra nudge
Information hidden, may need extra nudge
Information hidden, may need extra nudge
After rounds of discussion with stakeholders and user testing results, I moved forward with option “Version II” which is most scalable, accessible and also flexible for future implementation.
After rounds of discussion with stakeholders and user testing results, I moved forward with option “Version II” which is most scalable, accessible and also flexible for future implementation.
After rounds of discussion with stakeholders and user testing results, I moved forward with option “Version II” which is most scalable, accessible and also flexible for future implementation.
FINAL SOLUTION
FINAL SOLUTION
FINAL SOLUTION
Quotation
Quotation
Quotation
Application
Application
Application
OTHER CONSIDERATION
OTHER CONSIDERATION
OTHER CONSIDERATION
Web design and responsive
Web design and responsive
Web design and responsive
For this project I have also created the web design and its responsive designs..
For this project I have also created the web design and its responsive designs..
For this project I have also created the web design and its responsive designs..
Quotation MVP design
Quotation MVP design
Quotation MVP design
Responsive
Responsive
Responsive
RESULT
RESULT
RESULT
Launched in 3 markets and applied to 5+ products
Launched in 3 markets and applied to 5+ products
Launched in 3 markets and applied to 5+ products
Travel insurance was first launched in Malaysia, and then released in Singapore and Hong Kong. The design of the journey was summarized as a template and applied to 5+ different insurance products.
First launch in Malaysia and Singapore and HongKong, there was over USD80K+ Growth Written Premium in 1 month.
Travel insurance was first launched in Malaysia, and then released in Singapore and Hong Kong. The design of the journey was summarized as a template and applied to 5+ different insurance products.
First launch in Malaysia and Singapore and HongKong, there was over USD80K+ Growth Written Premium in 1 month.
Travel insurance was first launched in Malaysia, and then released in Singapore and Hong Kong. The design of the journey was summarized as a template and applied to 5+ different insurance products.
First launch in Malaysia and Singapore and HongKong, there was over USD80K+ Growth Written Premium in 1 month.
Thank for viewing! You can reach out to me at:
janicezlx@outlook.com
