Shipped
Onboarding redesign
Ditto insurance
In 2022, Ditto Insurance—an Indian startup launched in 2021—presented significant opportunities for improvement. Collaborating with my product manager, I reimagined the onboarding experience to reduce friction for new users. As a product designer, I leveraged data-driven insights and iterative design methods to pinpoint user pain points and develop tailored solutions that enhanced both functionality and user satisfaction.
MY ROLE
Interaction designer
UX researcher
TIME LINE
2022
TOOLS
Figma
After effects
Illustrator
Amplitude
Loom
TEAM
Arif, Manoranjan, Lokesh
Highlights
Look around
Showing Progress
Slot Booked
Problem
Users were dropping off before completing the slot booking process, resulting in low conversion rates.
A major challenge was aligning our design solutions with the business goal of increasing conversion rates while maintaining a user-centric approach. Additionally, understanding the root causes of abandonment in a relatively new product required continuous collaboration across teams to ensure we addressed both design and technical constraints
Take a step back
Rather than jumping into solutions, I first focused on understanding the problem. I analyzed data to identify where the major drop-offs occurred, then spoke with a range of customers to uncover opportunities for improvement. After conducting a cognitive walkthrough, we interviewed users to pinpoint key questions about the booking experience. These insights led to the creation of two personas, helping us better understand pain points and refine our approach.
Ian
Occupation: Marketing Manager
As a user, I want support when my desired time slot is not available so that I can still secure an appointment without frustration
Maaya, Age: 27
Occupation: Teacher
As a user, I want assurance that my phone number is safe from spam so that I feel confident sharing my contact details.
Painpoints
We identified key problems in the onboarding process, breaking them down into smaller, manageable issues. This step-by-step approach allowed us to address each problem individually, ultimately improving the overall user experience.
No Error prevention
Customers are frustrated due to no error prevention and causing accidental data loss.
Trust Issues with sharing number
Customers hesitate to share phone numbers because they fear spam calls from insurance companies.
Users can’t reach desired time slots.
Users struggling to get desired time slots due to advisor unavailability.
HMW
How might we redesign our booking experience to proactively prevent user errors and accidental data loss, alleviate customers’ concerns about spam when sharing their phone numbers, and optimize advisor availability to ensure users can secure their desired time slots?
Business opportunity
Safeguard Against Accidental Exits and Data Loss
Increase Conversion Rates
Lower Support Costs
Assurance Against Spamming phone numbers
Build Trust and Credibility
Enhance Lead Quality
Support When Preferred Slots Are Unavailable
Maximize Sales Opportunities
Improve Customer Satisfaction
Exploring Possibilites
Problem #1
Users Unable to Reach Desired Time Slots
In the original workflow, users couldn't book preferred slots due to limited advisor availability. The obvious solution was to increase the number of slots, but our call team had capacity limitations - this was the constraints.
Solution
After exploring other avenues, we identified a need for support when slots were unavailable. Our WhatsApp team could handle queries promptly, offering an alternative solutions. To improve user experience, we added easy exit points and guide users to WhatsApp for help when slots are full.
We introduced a feature that allows users to chat with advisors if their desired time slots are full. To enhance the experience, we added clear exit points and guided users to WhatsApp for further assistance
Problem #2: Trust Issues with Sharing Phone Numbers
Users were dropping off at the phone number stage due to concerns about spam calls. Our goal was to build trust and encourage users to provide their phone numbers.
Solution
We collaborated with policy writers to craft clear, trust-building copy, emphasizing our unique selling point: ‘We never spam.’ This message was made more prominent in the UI with the introduction of:
Badge Design: A snack bar with a shield icon and the message, ‘Spam-free experience.’
Tooltip Design: A shield icon that reveals the message, ‘We don’t spam,’ on hover.
Nudge Design: A message, ‘Ditto offers a spam-free experience. We never contact you unless you request us to,’ encouraging users to enter their phone numbers.
We opted for the Nudge Design as it offered the best balance between visual appeal and mobile accessibility, ensuring a user-friendly experience
Problem #3: Lost Data on Accidental Exit
Users were frustrated by losing their progress if they accidentally exited the flow, causing a counterintuitive experience.
Solution
To fix this, we added a a pop-up that displays an option for users asking the confirmation, Also if they exit because of unavailable slots. To improve user experience, we added easy exit points and guide users to WhatsApp for help when slots are full
Prototype
Impact
The redesign impacted overall. Now Ditto has over 1 lakhs people visit per monthly, with around 600+ people booking through the portal daily on average. Thanks to the hard work and passion of my teammates, we have managed to increase key business metrics.
17%
Increase in conversion rates of health insurance premium in 60days, 3cr+ premiums sold
5%
Increase in average No.of slots bookings Daily. ~ 500-600 slots booking
8%
Decrease in the drop-off rates of customers in 60 days.
What did I learn?
Working on this project has deepened my understanding of UX and product design in a fast-paced, real-world environment. I gained practical knowledge on both design execution and cross-functional collaboration.
Takeaway 01: It's crucial to focus only on the data points that directly inform the solution. Data overload can obscure the problem and delay the decision-making process. This taught me to be more strategic and intentional in my research.
Takeaway 02: Collaboration is key to success. Constantly engaging with developers, product managers, and stakeholders ensured we remained aligned, and helped overcome challenges quickly. This experience emphasized the importance of early and ongoing communication to avoid bottlenecks.
Takeaway 03: User testing is essential, even for small changes. Prototyping and gathering feedback early on helped refine the design and ensure we addressed real user pain points, rather than assumptions.
Takeaway 04: Flexibility and adaptability in design are critical. In a dynamic environment, being open to change and adjusting to new constraints or insights is necessary to deliver the best possible solution.