Empowering users in their insurance purchase
Website interface redesign for a global insurance brand to increase user satisfaction
CLIENT & DURATION
Tokio Marine Holdings
Sep 2019 – Sep 2020
ROLE
Senior UX Designer
Valtech
UX Design, Interface Design, Web Responsive
CONTEXT
Tokio Marine Holdings (TMA), a global insurer, needed a website overhaul to address outdated content and user dissatisfaction impacting digital sales. This project aims to build an engaging, user-friendly platform for seamless product exploration, scalable across Southeast Asia.
IMPACT
Successful regional launch in Singapore, Malaysia, Thailand, and Indonesia. Enhanced user engagement, increasing average screen time and pages per visit by 63%. Improved user retention, reducing site bounce rate by 19.5%.
Digital sales performance was steadily declining
Loss of competitive edge against rivals
To address user pain points and rejuvenate brand, a revamp was necessary
Uncover pain points via research insights and analytics
Extract opportunities to meet user needs and business objectives
Solution for design problems and create basic wireframes for assessment
Create hi-fidelity prototypes with proposed content structure and information architecture
I performed a site audit to understand the context behind declining digital sales, by reviewing the website's SEO, content, user experience and Google Analytics data. I was able to identify the key insights into these key categories:
Confusing navigation
The primary navigation was difficult to interact with and hard to understand.
The site uses a vertical, collapsible navigation, which was unfamiliar and difficult to use.
Clickable regions were hard to access due to small size and poor interaction.
Unintuitive layout
Poorly structured content and duplicated information caused user fatigue and disengagement
Key information is buried within lengthy content, making it hard for customers to find.
Duplicate content, with over 300 pages just on the Singapore site.
Corporate jargon
Corporate jargon made it difficult to find and differentiate between products
Labels like “Protect”, “Save”, and “Wealth” are inconsistent with customers’ mental models and make it difficult to identify desired products.
Target group
Using data from Google Analytics, I identified the most common reasons why customers visit the website for, which is also supported with their internal research findings.
To purchase insurance
To explore and learn about available insurance products
To access information and support for existing insurance policies
I mapped out user journeys of frequently done tasks after analyzing research results to determine customer pain points and opportunity statements. From there, I came up with ideas.
Reframing insights
The goals of the website redesign was distilled down to:
To Educate and Engage - customers who may make a purchase in the future
To Convert - potential customers who are looking to make a purchase
To Service - existing customers who have already made a purchase
I conducted remote user testing with participants from the 6 Southeast Asian countries where the website was to be launched, in order to confirm customer mental models and gather feedback.
Fig: User testing documentation and analysis
The redesign was well-received, and the results highlighted important considerations:
Mismatched
expectations
"Help & Support" is seen as customer service, not a resource for finding affiliated clinics or workshops.
This challenges the assumption that a single entry point for customer support would improve access to commonly used information.
Product names are
unimportant
Customers struggle to remember product names
Upon purchase, customers remember the type of policy, but not their policy names.
They would often need to refer back to their physical documents.
Reassurance Through
Accessible Information
Customers feel reassured when they can readily obtain information during stressful moments.
Easy access to information for urgent tasks, like finding car workshops or filing claims.
A completely redesigned insurance website with a new information architecture, structure, look, and content strategy.
Fig: Before (top) and after (bottom) navigation placed side by side for comparison
Product comparison tools allows users to better assess differences among products offered, alongside content tailoring tools like goal-setting calculators to better understand what might be suitable for them.
Fig: Customers can select products to compare their attributes
Fig: Education calculator to to find out more about what they need
Content is organised in a meaningful sequence, such as presenting vital policy details before delving into specifics.
Usage of easily understandable sections with user-centric headings help resonate with users.
Fig: Critical product information such as the plan term and age eligibility are brought upfront on first fold of product page
Fig: Short, user-focused headings are used to help customers resonate with the content and make informed decisions
Fig: Before (left) and after (right) landing page placed side by side for comparison
Fig: Motor Claims Process page outlining next steps, required documents and information, timelines, and potential outcomes
Launched in October 2021 .
Enhanced user engagement, increasing average screen time and pages per visit by 63%.
Improved user retention and engagement, reducing site bounce rate by 19.5%.
Align early and align often
Working on the redesigns for this regional project posed challenges due to diverse marketing strategies and country-specific needs among stakeholders. The key is to align everyone to user needs and pain points and have regular check-ins.
Introducing a scalable template for different countries also facilitated efficient discussions, aiding the prioritisation of what could be content managed and what was to be held consistent.