DBH is a startup that aims to provide solutions for consumers when choosing the right insurance for their particular needs. It’s a platform for prospective insurance consumers to communicate with each other about the issues they encountered and offers a variety of resources related to insurance issues and overcoming an information asymmetry.
I was part of a small team and alongside the product manager. I was responsible for the user experience, interaction design, and visual design for the modules I worked on. In addition, I partnered with two other designers to lead efforts to evolve the whole app user experience.
When many consumers are purchasing insurance, most consumers have no clear cognition or perception of whether specific insurance is suitable for them. In addition, it is difficult for most insurance agents to provide professional and objective consulting services driven by interests.
Therefore, our goal is to let consumers fully understand the core terms of an insurance product and the Claim Notes. Help users to understand more intuitively before purchasing insurance products, first fully understand, then buy the insurance that suits them.
As a startup, in the initial stage, we interviewed stakeholders, who have many years experiences of insurance, and conducted desk research to better know the insurance needs of policyholders before and after insurance, and the concerns of prospective consumers before the insurance.
I have done analysis of which I understand what users thinks, feels, says and does.
Our vision is to reduce the incomplete cognition between consumers and insurance products, solve the information asymmetry,
and rebuild consumer trust in insurance.
The main screen is composed of OGC, PGC, and UGC content. Users can freely ask questions, create content to share, and view the content and suggestions released by professionals and people with a particular knowledge background. And the layout chose to provide a way for the design to scale for future releases.
After users opt to post an article, video, or question under the specific button on the homepage, the published content will appear in the community. In the community, answers to various insurance-related questions can be found and provide different kinds of insurance knowledge and insights.
From what we gathered, the main reason that hinders people from purchasing insurance is complicated terms and no impartial suggestions and prices.Our actuarial team breaks down complex insurance terms, coverage contents, and insured rules into easy-to-understand words that are easily accessible to non-insurance professionals. In addition, our professional team will also give impartial suggestions and objective advice.
We also provide an entrance for comparison and consultation: the same category of insurance product can compare in terms of premiums, coverage content, and the number of claims, to reduce the threshold of insurance product selection as much as possible.
There are two entrances to enter the insurance product details. One is search the insurance name to see the detail page, and another is to click the choose button on the homepage.
On the insurance product detail page, we have broken down large chunks of complex terms and conditions into easy-to-understand information
and differentiated them with modules.
In addition, we have added comparison and consultation in the toolbar at the bottom, so users can compare different insurance products of
the same category and make consultations.
To ensure the quality of the consultation, we designed a rating function. After the user ends the consultation, we tend to invite the user to evaluate the agent. And the evaluation will be displayed on the agent's homepage, which will also provide a reference for others.
After the app launched, we had some users who entered the application every day without doing anything operational activities. Now, looking back at the whole project, there is still a lot of room for improvement.
During the product design process, our schedule was very tight. So we were often asked, “how fast can we build it?" So to some extent, we compromised and simplified some critical features and usability. We compromised on the quality of the first version of the product.
And in later iterations, due to the few active users, we were unable to do some user interviews and research, and some of our assumptions were unable to be verified.
Although I was slightly dissatisfied with the quality of the first version of the product, as the product was released the problems were exposed both in the product and the way we were working, and it was the exposure of these problems that gave us a great learning opportunity to keep adjusting and learning.
Now I gradually understand that for a brand new product, what matters is not how I feel but what users feel and how they use it. We still have a lot of room to improve and learn about this product.
