PROBLEM STATEMENT
Promote bigger plans and reduce overall drop-offs on the plan selection page
Planning & Process
Despite offering competitive pricing, we had a large drop-off on the plan page. It was important to understand why users were dropping off. User testing and design strategy thinking were central to finding the right solution.
User testing insights
Following were the top insights derived after understand the users decision making process.
01
Since travel insurance is mandatory, I will look for the lowest premium plan.
02
I don't understand insurance, there is too much to read. I will do it later.
03
I don't know the right coverage amount. Will this coverage be enough?
Solution
Simplified content
Worked with content writers and the legal team to simplify content. The challenge was to keep the content short and crisp while keeping the insurance legal restrictions in mind.
We used ‘storytelling’ as a persuasion technique to explain each element. We also added nudges in the content as a form of assurance.
Added guidelines to help users get the best coverage
Introduced visual indicators to guide users to select optimum coverage based on their age and country they are visiting. The slider was designed to be visually vibrant and colour coded to communicate the extent of coverage. Red = low coverage,
Green = Safe coverage
Made plan selection easier.
This was achieved by changing the business and UX strategy. We introduced a lower variant plan and designed the page to help users compare the two plans.
Unavailable features were marked with a ‘red cross’. These were added as visual hooks to help users scan the page faster.
Read more on Guidelines that helped me design better for an insurance-specific domain.