UX - myOwn health Insurance
myOwn health insurance were looking to optimise their website and quote journey.
The Challenge
myOwn health insurance has entered the market amongst fierce competition. With no brand recognition the challenge is to engage customers to purchase health insurance online.
The Problem
The website was difficult to compare products and was extremly overwhelming making it hard for customers to make a decision to purchase insurance.
The Approach
The approach was to conduct qualitative research by interviewing people who currently had health insurance. This uncovered a number of valuable insights.
A workshop was held in order to affinity map delights and pain points. Then mapping the customer journey uncovered opportunities to optimise the current flow.
Wireframes were sketched applying best practice and common user patterns. Once a prototype was built then user testing was conducted to validate the hypothesis. The current site was tested against the proposed improvements. Some task were exploratory and eye tracking was used in order to generate heat maps.
After synthesising all the data from the testing a report was created and the findings were presented back to the business with recommendations to combat the pain points.
The recommendations were then implemented into design and build then version 2.0 was launched.
Methodologies
User Interviews
Affinity Mapping
Customer Journey Mapping
Competitor Analysis
Wireframing
Prototype
Usability Testing
Accessibility
The Result
Customers can now easily compare products and make an informed decision when searching for health insurance. The following month was had an increase in sales by 28% making it an all time record for the month.
