Case study
Simplifying the customer experience for purchasing car insurance
As telco services become more commoditized, Singtel explored new business verticals by offering a car insurance product to its customers.
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The ask
I was tasked to design a buy-flow for customers to purchase car insurance from Singtel's website.
The buy-flow had to: ​
1. Be easy to use, as measured by:
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Page-to-page conversions
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Page-to-page abandonments
2. Encourage sales, as measured by:
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Conversions
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# of policies sold
I was the sole designer on this project, working as part of an Agile squad. My responsibilities included:
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Designing and delivering the end-to-end experience
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Iterating the design based on the technical capabilities and requirements of our insurance partner
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Organising user research and testing
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Coordinating with stakeholders to share and negotiate designs
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Assisting the Product Owner in backlog prioritisation
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Usability testing
To facilitate a quick test with 5 users, I designed a flow based on existing designs from our insurance partner.
We uncovered the following insights:
1. When it comes to car insurance, price has the biggest impact on how a customer chooses their insurance policy and provider.
2. Most users did not perceive Singtel as an insurance provider and were deterred from purchasing any form of insurance from the telco.
3. Most users split their car insurance purchase journey into
2 parts: getting multiple quotes for comparison, followed by purchasing the plan they've decided is best for them.
4. Most users find buying car insurance a tedious chore and want to get their quotes as effortlessly as possible in the comparison phase.
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Landscape analysis
We also conducted a landscape analysis to see how our partner's quotation experience compared with their competitors.


Second iteration
I explored various ways to reduce the tedium of filling in a lengthy car insurance purchase form:

Combining certain fields that only had 1 valid option into a single declaration page

Progressively disclosing fields only when users make relevant inputs.

Combining fields such as Vehicle Make & Vehicle Model

Integrating with MyInfo, a tool developed by the Singapore government to expedite form-filling