Company
The health insurance company is a joint venture between a leading healthcare company and a global health services company. The company is present in 30+ countries and serves 160 million+ customers around the world.
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Challenge
One of the common challenges faced by digital marketers is how to make your website a key revenue-driver and folks at the organization were no stranger to this. The company website didn’t have the complete user purchase path mapped. The customer journey used to end at lead capturing and then, the leads were forwarded to tele-callers. There was no option to purchase the insurance online. Also, the existing website was riddled with issues such as cluttered design, bad CTAs and outdated technology.
Because of the lack of user-focus and purchase path in their website design, the organization found it hard to convert the potential customers visiting their website. In addition to a seamless purchase patch for their online customers, the organization also wanted to highlight its value proposition to differentiate it from other brands. The key challenges in this case could be summed up as:
1. Lack of a sound purchase path
2. Lack of user-focus
3. Lack of consistent messaging
Approach
We started with the basics: Defining the one-line value proposition of the brand, creating brand personas out of the brand’s TG and creating a user purchase journey based on the online behaviour of health insurance customers. The aim was to design a website that communicates the right message to the right user at the right time.
Once the marketing priorities were set, we moved to the tech part. With a small team of 3 developers and 2 designers, crunched timelines and with the idea that we need to change things radically and quickly, we adopted the Agile approach. Agile is an approach by which one can run a project by breaking it up into different stages, constantly collaborating with all the stakeholders and continuously improving the process at every stage.
With immense help from the internal team, we were able to identify bottlenecks, prioritize things and deliver solutions quicker than even we ever thought. We knew that scale was going to be the biggest challenge as there were a lot of moving parts. Internal and external systems had to be connected. The organization had a central database to store all the consumer and marketing data. The website needed to be connected with the central database so that the functions could run smoothly.
Another crucial part here was roping in 20000+ agents on the website too where they can make entries, file for commission, track their progress and give the management a transparent view of what’s happening. We chose an API based approach with frontend built on AngularJS Framework. Once we were happy with our architecture, it was time to move to the main ask of the project: User Experience Design.
User Experience Design combines strategy, design, product research and customer research to create a seamless user experience for the stakeholders. During the initial discovery phase in User Experience Design, we first tried to identify what works in the current user flow. Then we took the LIFT approach to identify improvements, benchmarked them against web standards, evaluated them against competition and used our knowledge of the web to make project recommendations. For the project, it meant wireframes, information architecture design, iconography, custom illustrations and finally, visual design.
Results
We tried and tested the website for some of the brand’s products. After getting an initial success, we added more existing products, made constant improvements in the purchase path and delivered great results. In this project, we were able to achieve the following:
1. 200% increase in conversion-led actions
2. 300% increase in online revenue generated
3. 43% increase in Average Order Value
4. Reduced average time to complete the purchase journey to 90 sec
With the success in designing and developing the customer purchase path, we were roped in to do the same for other partners and internal teams. The mantra to the success of these projects have been collaboration. We have since been part of the organization’s journey and we have loved every bit of it.
