After studying the insurance details and design system from CoverGo, we created our research plan and we started with secondary research to analyze other insurance platforms. According to the client, Bowtie is one of their main competitors. Thus, we went through the presale and application process of cancer insurance on the Bowtie website to study their user flow and the sections included in the process. Besides Bowtie, we also studied the user flow and visual styles of the other four insurance platforms, including Blue, Zurich, Manulife, and Zebra.

Fig.1 - research findings on Bowtie’s website

Gain insights from user interviews

We conducted a total of 9 interviews, including 2 experienced business analysts from CoverGo and 7 individual clients from various industries. The target customer age range for K-Care insurance is 18-60, with a focus on the younger generation as the primary market. Therefore, 6 of the interviewees were aged 24-36, while one was aged 60.

The objective of the interviews was to gain insights into users’ experiences and needs when purchasing insurance online, as well as to understand their visual preferences for an online insurance platform.

We asked interviewees about their experiences in buying insurance both offline and online. Then, we conducted usability tests with them on the Bowtie website to evaluate the presale and application process. We solicited their feedback and preferences regarding the five insurance platforms mentioned above. The research results have been analyzed by affinity mapping, as outlined below.

Fig. 2 - analyze findings by affinity mapping

Regarding their experience in buying insurance:

• Users expressed concerns about agent hard sell tactics.

• Users feel pressured by long-term contracts and commitments.

Regarding their needs when buying insurance online:

• Users desire an e-platform for purchasing insurance but still prefer access to an agent or live support for concerns about the claiming process and unclear policy terms.

• Users seek a clear overview of the insurance plan and premium.

• Users prioritize the credibility and reputation of the insurer when making insurance purchases.

• Some users express a preference for purchasing cancer insurance due to their family history of cancer.

Regarding their visual preferences for insurance websites:

• Users prefer blue and green colors as they convey professionalism and trustworthiness.

• Users appreciate the layout of the Zebra platform as it allows them to view all products at a glance for selection.

Key findings

Consolidate user needs

We summarized the findings above and outlined the user needs:

1. A user needs a way to get in touch with an insurance agent when he/she has any questions during the online buying process because he/she might not be able to understand the technical terms and do not have any insurance experience before.

2. A user needs a way to compare different insurance plans because they want to choose the right plan for his/her needs within the budget.

3. A user needs a way to get a clearer picture of his/her preferred plans because this will allow them to understand the specific policy term payment frequency and premium of the plan itself.

4. A Cantonese-speaking user needs a way to understand the English medical and technical words and insurance jargon because currently the website only provides an English version which they do not understand well.

“I would like to buy insurance online so I can read the plan details at my own pace. But I still want a live chat with the agent or insurer when I am not sure about some policy terms and the claiming process.”

by an interviewee

Address design challenges

How might we…

1. Help first-time users, inexperienced in buying insurance online, to select the right insurance plan tailored to their needs and preferences?

2. Enable users to compare different insurance plans transparently and comprehensively, facilitating informed decision-making?

3. Ensure users can effortlessly comprehend their insurance plans and payment details, simplifying complex information for easy understanding?

4. Assist Cantonese-speaking users in understanding technical terms by providing clear translations or explanations, particularly when the website is available only in English?

5. Provide instant support to users for any inquiries regarding their insurance policy, ensuring prompt assistance and resolution of concerns?

Create personas

Based on the research findings, we created 2 personas below, one with a family history of cancer and the other without.

Fig.3 - persona (Jenny with a family history of cancer)

Fig.4 - persona (Derrick without a family history of cancer but wants some protection from future risk)

Test with low-fidelity wireframes

We created three versions of low-fidelity wireframes along with feedback from two usability tests with 5 users.

Fig.5 - low-fidelity wireframes

Solution

Application process

Fig.8 - mockup of the website

We showcase K-care insurance products in the 'Select A Product' section on the homepage, saving users time and effort by eliminating the need to search elsewhere for the products. This allows them to quickly discover what is available.

Fig.9 - homepage

Product detail page

We discussed the issue with the client and asked if we could break the question into a few questions to answer. However, it is not allowed to break the questions into a few due to policy issues.

Therefore, our solution was to rephrase the question and improve the hierarchy of the content to make it easier to read. We found that there are four questions in the same paragraph. Then, we tried to rephrase it into “Have you had the following conditions?” and segmented it into four points under the same question. During our usability tests, users found this design easier to read and understand.