Insurance — UI/UX Case Study
Overview
Ebeema is an online insurance platform that offers both life and non-life insurance products. Customers can use the portal to compare and purchase insurance from top companies.
Regarding insurance, Insurance is a way for people to protect themselves and their loved ones financially in case of unexpected events, such as accidents, illnesses, natural disasters, or the death of a breadwinner. These events can be financially devastating if people are not prepared for them, and insurance helps to mitigate the financial impact by providing a financial safety net.
Problem statement
Despite of having running website, Ebeema is facing a number of challenges that are impacting its profitability and ability to effectively serve its customers. One major issue is the lack of trust that many people have toward insurance due to the actions of some local agents. These agents, who are responsible for selling premiums to customers, have been involved in numerous cases where they have taken the premiums paid by customers and then disappeared, leaving the customers uninsured and out of pocket.
Additionally, other challenges include ssues with user experience, such as difficulties navigating the website and claims process, which have led to a decrease in customer satisfaction. The company’s outdated technology infrastructure is also causing problems, with slow and unreliable systems causing frustration for customers and hindering the company’s ability to efficiently process claims.
Possible Solution
The goal is to build the intuitive web application which is user-friendly for a diverse group of customers, including those with varying age groups, literacy levels, disabilities, and locations. It will allow users to easily browse and filter through policies from different companies to find the best fit for their needs. Additionally, the application will have a comprehensive customer relationship management system to track and manage customer, lead, and user information. In brief, this system will allow powers to users to find, manage, claim and make changes on their policies.
Project Duration
Tools Used
Design Process
1. DISCOVER
Heuristic Analysis
Heuristic analysis is a method used to evaluate the usability and user-friendliness of a product or system. Basically, the goal of heuristic analysis is to identify potential problems or areas for improvement in the user experience, and to make recommendations for how to address those issues. Despite being hosted on a reliable server, the Ebeema website was found to be lacking in several areas of usability according to the heuristic analysis.
Takeaways
Competitive Analysis
Competitive analysis is a process of evaluating the strengths and weaknesses of competitors in order to identify opportunities and threats in the market. In competitive analysis, the goals typically includes gathering and analysing information about competitors’ products, services, marketing strategies, target markets, and overall business model. This information can be used to identify areas where competitors are strong and areas where they are weak, and to determine how a new product or service might be able to differentiate itself in the market.
Stakeholder interview question
Ebeema’s existing website, initially established without a robust emphasis on user experience, has unfortunately delivered a subpar experience for visitors. This less-than-ideal user experience has contributed to a series of complications, including depressed sales figures, diminished conversion rates, and elevated bounce rates. To rectify these persistent issues and enhance the site’s performance, the stakeholders have elected to undergo a comprehensive overhaul of the system, placing a renewed emphasis on optimizing the user experience.
My approach to this project involves conducting a series of structured interviews with stakeholders, allowing me to gain a nuanced understanding of their unique needs, preferences, and motivations. This exercise will assist in pinpointing potential trouble spots within the current design and exposing areas that may benefit from improvement.
Stakeholder interviews, when properly executed, can yield a trove of valuable information, ultimately contributing to a more thorough understanding of both the existing design and its wider context. This insight is instrumental in enabling us to identify and address areas for improvement. Consequently, the outcome of this exercise is projected to be a more effective, user-centered design that enhances usability, thus helping to rectify the issues presently undermining the performance of the Ebeema website.
- What made you believe that Ebeema is necessary for people? What is your unique selling point?
- Who is your intended audience? What plan are you using to attract customers?
- How do you see the insurance industry evolving in the next 5–10 years?
- How do you measure success at the company?
- How does your company prioritize customer service?
- What is your team’s primary focus within the company?
- How does your team contribute to the overall goals of the company?
- What sets your company apart from competitors in the industry?
- What challenges does your team currently face, and how are you trying to address them?
- What are the biggest challenges facing the company currently?
- What do you think is the primary reason for not reaching the intended audience market?
Quantitative Analysis
Quantitative analysis refers to the use of numerical data and statistical techniques to understand and solve design problems. It involves collecting and analyzing data through methods such as surveys, experiments, and observations to inform design decisions. Quantitative analysis can help designers to identify patterns, trends, and relationships in data, and to test hypotheses and make predictions about user behavior.
Survey Questions Result
2. DEFINE
User Persona
A user persona is a detailed and specific representation of a hypothetical user of a product or service. User personas help to understand the goals, motivations, behaviours, and needs of target audience. Based on the above information, i created two different version of user persona incorporating quantitative information from surveys, qualitative information from interviews and actual customer stories.
Empathy Mapping
In order to better understand the needs and goals of our users, i conducted empathy mapping exercises to capture users thoughts, feelings, and needs from their perspective. Empathy mapping helped us gain insight into the challenges and pain points that our users face, as well as their goals and motivations. This information informed the design decisions and helped us create more effective and user-friendly products and services for our users.
Customer Journey Mapping
To create the user journey map, we conducted in-depth interviews with a diverse group of Ebeema Insurance customers, as well as a review of available customer data. We also conducted a thorough analysis of the various touchpoints that customers have with Ebeema Insurance, including interactions with our website, phone lines, and in-person offices.
Through this process, we were able to gain a deeper understanding of the user journey at Ebeema Insurance and identify key areas where we can improve the customer experience. In the following pages, we will share the key findings from our user journey mapping exercise and discuss the implications for Ebeema Insurance moving forward. So, the user journey mapping in Ebeema insurance case study aims to identify the challenges and pain points faced by the customers and provide insights on how to improve the user experience.
To be Continued….
