Product Design Case Study: insurance app

Raising customer satisfaction to 22%
for insurance mobile app

Raising customer satisfaction
to 22% for insurance mobile app

or how we raised a customer satisfaction from 66% to 88%
for a top-3 insurance company in Ukraine

or how we raised a customer satisfaction from 66% to 88% for a top-3 insurance company in Ukraine

Terms of your trip



Count of travellers



0-70 years



Date of travel

from 05/04/2024 to 06/23/2024



Country of travel





Select one or more countries

Health insurance

#135689

Valid till 4/5/2025

Preliminary conclusion





Provided by



Moderate condition

Based on your symptoms, we recommend that you do not delay making an appointment with the doctor.

Recommendations



General practitioner appt.

Online consultation is available



Possible diagnoses

Acute pharyngitis

SARS

Selected symptoms

Chills

Headache

Dry cough

High temperature

Severe sweating

Fever

Nausea

Edit

9:41

􀊄

Terms and conditions

Clinics and hospitals

Shop for recommended medical supplies in your locality. Book a doctor appointment at three clicks.

9:41

About

NDA company is a leading Ukrainian enterprise company in insurance, serving both businesses and individuals. In 2018, hey have launched a mobile app for health insurance services, in hopes to simplify experience.

Challenge

The client’s mobile app, launched in 2019, was receiving negative reviews and frustrating users despite thorough testing. When I joined the project as a UX Consultant, my goal was to pinpoint what users truly needed and design improvements that would not only enhance satisfaction but also boost conversion rates for the app’s key features.

Result

Raised customer satisfaction on 22% (from 66% to 88% in UMUX-Lite)

AppStore Reviews: from 3.9⭐️ to 4.9⭐️

Doctor appointment conversion: from 15% to 30%

Team

+100

Team

+100

Timeline

Jan 2022 - May 2023

My services

UX Strategy + Product-Market Fit Discovery

Workshops + User Interviews

User Flows & CJM

Wireframes + User Testing

Design System

Mockups & Interaction Design

Designing the solution…

Insurance wallet

A single place for all of your insurance policies.

Symptoms predictions

3rd party integration, called to help customer get a bit of a clarity around the type of help needed, provided by medical professionals.

Symptoms predictions

3rd party integration, called to help customer get a bit of a clarity around the type of help needed, provided by medical professionals.

Travel insurance

Travel safe with our world-wide package. No need to go to the office - spent 2 min in airport to buy custom insurance policy and focus on your itinerary.

Travel insurance

Travel safe with our world-wide package. No need to go to the office - spent 2 min in airport to buy custom insurance policy and focus on your itinerary.

Medical records

No matter where you are - your history is just one click away.

starts from understanding the real problem.

PROJECT PLAN

From strategy to implementation: 10 months of work outline

From strategy to implementation:
10 months of work outline

Imagine startup with Google.Analytics, customer reviews in AppStore & PlayMarket and a corridor testing.

They wanted to make a radical change - redesign the whole business: operations, customer experience, user experience.

Imagine startup with Google.Analytics, customer reviews in AppStore & PlayMarket and a corridor testing. They wanted to make a radical change - redesign the whole business: operations, customer experience, user experience.

PROBLEM STATEMENT

‘we have 3.9 ⭐️ in AppStore
and we don’t understand, why’

This is the exact request company leadership stated in meeting of 30 people, including me. It was my first time working with Ukrainian product company.

Customers overloaded hotline, causing delays in service primarily because the mobile app for booking appointments wasn’t usable.

Drag a handle to see both versions

AUDIENCE

Marianna and Vlad

Service quality > cost 🤓

After conducting 10 interviews with respondents from selected sample, I’ve gathered key pains and motivations of Marianna - our persona.

She is a 33-year-old project manager from Kyiv, values control, convenience, and transparency in healthcare for her and her child. Is cautious about new providers like the client’s company.

🌈 Hope

Easily book a quality healthcare service via insurance company

💀 Pain

Slow communication and difficulty of navigating the insurance mobile app.

🚧 Barrier

Complex account verification process, forms and lack of responsiveness.

Cost & speed > quality ⚡️

The key difference of Vlad from Marianna is his focus on receiving quick, stress-free assistance due to his limited insurance experience.

🌈 Hope

Quickly book an appointment and save money on healthcare costs

💀 Pain

Unclear processes and long wait times when dealing with insurance claims

🚧 Barrier

Lack of transparency and feedback from the insurance provider

OLENA HORBACHENKO

Point of view

A mom of a baby…

Hypothesis

needs an easy way to select a clinic

she visited before when she’s filling

the appointment form for her child

because she doesn’t have time

searching for it manually.

needs an easy way to select a clinic

she visited before when she’s filling

the appointment form for her child

because she doesn’t have time

searching for it manually.

User feedback

AppStore

There is no clear feedback around

the time of processing my

There is no clear feedback around

the time of processing my

What's holding us back from achieving 90% of customer satisfaction of the app?

What's holding us back from achieving
90% of customer satisfaction of the app?

What's holding us back from achieving 90%
of customer satisfaction of the app?

What's moving us towards 90% of customer satisfaction?

What's moving us towards
90% of customer satisfaction?

DESIGN BRIEF

With all of that in mind, we had two major goals to hit…

THE GOAL #1

GOAL #1

Redesign the doctor booking flow with

simplified symptom selection.

Redesign the doctor booking flow with

simplified symptom selection.

THE GOAL #2

GOAL #2

Streamline the registration by requesting

government documents only during insurance

purchase.

Streamline the registration by requesting

government documents only during insurance

purchase.

HOW WE WILL GET THERE?

Progressive disclosure of the registration form steps

Progressive disclosure
of the registration form steps

Integrate with 3rd party for AI-based preliminary conclusions

Integrate with 3rd party for AI-based
preliminary conclusions

Integrate with Dia - Ukrainian e-government service

Integrate with Dia -
Ukrainian e-government service

BREAKDOWN

2 core user flows done

Outdated registration and complex forms - no wonder they've got 3.9 ⭐️ reviews.

Outdated registration and complex forms
- no wonder they've got 3.9 ⭐️ reviews.

Simplified registration

A seamless flow for new and recurring users

Easy to fill appointment form

Increasing usability of doctor appointment form

Simplified registration

A seamless flow for new and recurring users

Impact

Customer satisfaction raised from 66% to 88%

Reducing requested data input while maintaining security

Simplified registration

A seamless flow for new and recurring users

Impact

Customer satisfaction raised from 66% to 88%

Reducing requested data input while maintaining security

Simplified registration

A seamless flow for new and recurring users

Impact

Customer satisfaction raised from 66% to 88%

Reducing requested data input while maintaining security

PROBLEM STATEMENT

A seamless flow for new and recurring users

A key challenge with registration in mobile app was outdated UI look with input fields and texts that wasn’t passing threshold of accessibility, with complex steps that included filling personal sensitive info.

How could we reduce friction and cognitive load in the registration process?

🌈 Customer hope

Learn about insurance services, and file an insurance request.

🚧 Barrier

Request of sensitive data on early stage of exploring the app.

💀 Pain

Manual email and password creation, outdated look.

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

…is what 7 from 10 participants asked on user interviews. New users weren't convinced enough to provide just yet, and existing customers wondered if this is a necessity for simply accessing the mobile app. 70% preferred logging in via any app via verification code or biometrics.

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

TASK FLOWS

Register in the app, using only three fields

After various meetings, me and product team decided to go with registration based on verification code, date of birth and PIN code.

TASK FLOWS

Register in the app, using only three fields

After various meetings, me and product team decided to go with registration based on verification code, date of birth and PIN code.

TASK FLOWS

Register in the app, using only three fields

After various meetings, me and product team decided to go with registration based on verification code, date of birth and PIN code.

Simplified login

Forget finding legal documents to register. If you are our client, we have all the data, just make sure you remember your PIN.

USER TESTING

'It feels much easier now!'

10/10 User Testing participants shared positive feedback
on the usability of the registration flow.

10/10 User Testing participants shared positive feedback on the usability of the registration flow.

Some verbatim feedback:

"it’s much better"

”oh that’s cool"

"can I integrate with BankID or Dia?"

Some verbatim feedback:

"it’s much better"

”oh that’s cool"

"can I integrate with BankID or Dia?"

Symptoms selection

AI-based analysis of entered symptoms

Impact

Simplifying doctor apppointment

Addiing symptoms selection feature

Symptoms selection

AI-based analysis of entered symptoms

Impact

Simplifying doctor apppointment

Addiing symptoms selection feature

Symptoms selection

AI-based analysis of entered symptoms

Impact

Simplifying doctor apppointment

Addiing symptoms selection feature

PROBLEM STATEMENT

Increasing usability of doctor appointment form

Increasing usability
of doctor appointment form

A bunch of freeform fields, lack of optimization for accessibility and tiring date and time selection - those were top 3 problems mentioned in reviews in AppStore and GooglePlay Market around doctor appointment booking flow in the mobile app.

How could we simplify the form in the doctor appointment submission?

How could we simplify the form in the doctor

appointment submission?

🌈 Customer hope

Book a doctor appointment
without long waits on the hotline

🚧 Barrier

Complex form with 12+ fields and difficult to use UX patterns.

💀 Pain

No way to receive an insurance response directly in the app.

Drag a handle to see both versions

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

…is what a 35 years old mom stated to us on the User Interview. 7 out of 10 participants mentioned a 'blank canvas' issue when it comes to filling the symptoms field. Some were afraid they will miss the important information, others were too demotivated to type all of their sickness history on a small mobile screen.

Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.
Telling the symptoms
67% of interviewees found it challenging listing symptoms. They don't know, what symptoms to specify and are afraid to miss important ones. Some feel uncomfortable writing it down.
Preferred clinics
70% of interviewees visit clinics they've used before, and they want to know if UNIQA insurance covers those clinics. 30% prefers clinics suggestions & user reviews to choose the best clinic.
Selection of date & time
80% of interviewees prefer calling to UNIQA to book a doctor appointment, because selecting a date & time and writing symptoms manually takes too much time and cognitive effort.

TASK FLOWS

ICD-10 classification + 3rd party = premedical symptom checker

Customers can select symptoms from a list from ICD-10 (International Classification of Diseases) to achieve premedical diagnosis and doctor suggestions, generated by 3rd party. The whole flow is spit on multiple screens, ensuring easy to understand journey.

TASK FLOWS

Register in the app, using only three fields

After various meetings, me and product team decided to go with registration based on verification code, date of birth and PIN code.

TASK FLOWS

ICD-10 classification + 3rd party = premedical symptom checker

A typical user journey of a customer in the app included registration, buying insurances and using medical services as a part of health insurance package.

Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.

A typical user journey of a customer in the app included registration, buying insurances and using medical services as a part of health insurance package.

Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.
Slight information architecture changes were done to simplify access to medical records and add entry points to services.
Key flows are registration, booking a doctor appointment, providing reports, medical records and buying travel insurance.
4-part sketching method, used for drafting a booking doctor appointment flow.

USER TESTING

Adding security layers

Recall vs remember

Once the new experience was ready, we reached out to UNIQA mobile users for User Testing sessions.
We asked them to try out the new experience, and we achieved incredibly useful feedback, they moved
through the registration with the lightbolt speed and get to the insurance policies, and had almost
no hiccups along the way.

6/10 participants noted hoe

Some verbatim feedback:

"it’s much better"

”oh that’s cool"

"can I integrate with BankID or Dia?"

Some verbatim feedback:

"it’s much better"

”oh that’s cool"

"can I integrate with BankID or Dia?"

CLIENT TESTIMONIAL

From UX analysis to ideation : what a journey!

Elena Markova

Board member

We were impressed by the depth of the UX analysis of our customer's research, buyer persona creation, user journey mapping, etc. All the information like research findings, for instance, was presented in a clear form (presentations, Miro boards, clear infographics) so it was quite easy to understand what we need to build and why.

Elena Markova

Board member

REFLECTION

Key lessons for startup owners and enterprises 📕



Build with scale in mind

Build with
scale in mind

Make sure your app architecture
can support adding more features
in a logical, ease to navigate way.

Make sure your app architecture can support adding more features
in a logical, ease to navigate way.



Focus on conversions

Focus on
conversions

Simplifying key flows like onboarding
has a direct impact on your revenue. Easier flow = higher retention.

Simplifying key flows like onboarding has a direct impact on your revenue. Easier flow = higher retention.



Simplify the language

Simplify
the language

A conversational tone significantly improves engagement. People buy
from people, and they sense formality.

RESULT

From 3.9 ⭐️ to 4.9 ⭐️ within the first month



22% increase of customer satisfaction

22% increase
of customer satisfaction

InUMUX-Lite survey, users reported that the app feels friendlier to navigate.

InUMUX-Lite survey, users reported
that the app feels friendlier to navigate.



4.9 ⭐️ in the AppStore

4.9 ⭐️
in the AppStore

First users highlighted that a new version of the app feels much more easy to use.

Raising customer satisfaction to 22%for insurance mobile app

Raising customer satisfactionto 22% for insurance mobile app

Raising customer satisfactionto 22% for insurance mobile app

Designing the solution…

Insurance wallet

Symptoms predictions

Symptoms predictions

Travel insurance

Travel insurance

Medical records

starts from understanding the real problem.

PROJECT PLAN

From strategy to implementation: 10 months of work outline

From strategy to implementation:10 months of work outline

PROBLEM STATEMENT

‘we have 3.9 ⭐️ in AppStoreand we don’t understand, why’

AUDIENCE

Marianna and Vlad

What's holding us back from﻿ achieving 90% of customer satisfaction of the app?

What's holding us back from﻿ achieving90% of customer satisfaction of the app?

What's holding us back from﻿ achieving 90%of customer satisfaction of the app?

What's moving us towards 90% of customer satisfaction?

What's moving us towards 90% of customer satisfaction?

What's moving us towards90% of customer satisfaction?

DESIGN BRIEF

With all of that in mind, we had two major goals to hit…

With all of that in mind, we had two major goals to hit…

THE GOAL #1

GOAL #1

THE GOAL #2

GOAL #2

HOW WE WILL GET THERE?

BREAKDOWN

2 core user flows done

PROBLEM STATEMENT

A seamless flow for new and recurring users

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

PRIMARY RESEARCH

'Why do they ask me my social security number?'…

TASK FLOWS

Register in the app, using only three fields

TASK FLOWS

Register in the app, using only three fields

TASK FLOWS

Register in the app, using only three fields

Simplified login

USER TESTING

'It feels much easier now!'

PROBLEM STATEMENT

Increasing usability of doctor appointment form

Increasing usabilityof doctor appointment form

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

PRIMARY RESEARCH

'I have no idea what symptoms to specify'…

TASK FLOWS

ICD-10 classification + 3rd party = premedical symptom checker

TASK FLOWS

Register in the app, using only three fields

TASK FLOWS

ICD-10 classification + 3rd party = premedical symptom checker

USER TESTING

Adding security layers

Recall vs remember

CLIENT TESTIMONIAL

From UX analysis to ideation : what a journey!

REFLECTION

Key lessons for startup owners and enterprises 📕

Build with scale in mind

Build withscale in mind

Focus on conversions

Focus onconversions

Simplify the language

Simplifythe language

RESULT

Raising customer satisfaction to 22%
for insurance mobile app

Raising customer satisfaction
to 22% for insurance mobile app

Raising customer satisfaction
to 22% for insurance mobile app

From strategy to implementation:
10 months of work outline

‘we have 3.9 ⭐️ in AppStore
and we don’t understand, why’

What's holding us back from achieving 90% of customer satisfaction of the app?

What's holding us back from achieving
90% of customer satisfaction of the app?

What's holding us back from achieving 90%
of customer satisfaction of the app?

What's moving us towards
90% of customer satisfaction?

Increasing usability
of doctor appointment form

Build with
scale in mind

Focus on
conversions

Simplify
the language

22% increase
of customer satisfaction

4.9 ⭐️
in the AppStore