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Ditto
Optimizing Insurance booking Flow and decreasing the drop-off rates
Imagine a company where the entire sales pipeline hinges on a single, critical booking flow. In this case, we're talking about Ditto - an Indian insurance startup that serves over 1 million customers worldwide and is the second-largest insurance platform in the country. Their entire business model relies on providing simple insurance advice to customers, but only after they successfully book a consultation slot.
The stakes are extremely high since numerous potential customers visit Ditto's website daily. With so many ways for the booking process to go wrong, redesigning the interface is a daunting task. However, with a supportive team and a friendly manager, anything is possible.
01
Overview
Problem Statement
Users are frequently abandoning the slot booking process before completion, leading to high drop-off rates and a poor user experience. There is a need to identify and address the factors causing this drop-off to improve overall engagement and satisfaction
Outcome
After multiple testing and iterations, I proposed a solution to reduce the dropout rates and improve the experience by increasing the users' trust in the platform,
Image 1.0 - old interface
Improve user flows
Improve current user flows, make the interface consistent and easy to book.
Increase conversion
Increase the number of booking slots by educating with key information.
Improve customer support
Provide quick help through live chat in case customers are unable to book a slot
Let me get my goggles and compare the data obtained from Amplitude.
The data from the last 7 days shows a repeating pattern with major drop-offs happening simultaneously across all stages.
After the analysis, we understood that the biggest drop-offs occurred during stage 4 (time slot) and stage 5 (phone number input) - the two most critical stages.
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Is there any other way to resolve my queries? Because I'm not getting any slots right now.
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How should I know if I entered my details correctly at the end?
Image 3.0 - Spamming an example
We tried to brainstorm at this stage and find rough ideas about the problem and opportunities to solve them based on customer feedback and data.
Users struggling to get desired time slots due to advisor unavailability.
Customers hesitate to share phone numbers because they fear spam calls from insurance companies.
Because of bad UX, Customers are frustrated due to no error prevention and causing accidental data loss.
In our previous workflow, if a customer chose to exit, their entered information was lost. This was inconvenient for the customer, and there was a risk they might not be willing to re-enter the data.
Image 4.1 - Old flow
In our effort to enhance user experience, we plan to incorporate intuitive exit points throughout the user interface. what are the benefits?
This measure safeguards against potential loss of important information inputted by the user.
This change in user flow will improve error prevention.
Redirect users to WhatsApp advisory when desired slots are unavailable for more convenient booking assistance.
Image 4.2 - New flow
How might we build trust between the customer and the brand to encourage slot booking?
We never spam that's our USP, so it is important that we must show that in here
Badge Design
Tool tip Design
Nudge Design
Image 5.0- Multiple solutions
How might we develop an effective error prevention mechanism to reduce the drop-off rate and prevent loss of inputted data?
An effective error prevention mechanism could be the integration of a progress bar or indicator, which shows users where they are in the process. When they attempt to exit, a prompt could educate them about the potential loss of data they've entered so far, thus mitigating the risk of accidental data loss.
Image 6.0 - Exit screen and components
Image 7.0 - Testing & changes
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.
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.
Takeaway 01
Gather only the data points that directly pertain to the problem you are trying to solve. Avoid collecting superfluous information that will not contribute to deriving the final solution.
Takeaway 02
Foster continuous collaboration with developers and stakeholders from the onset. Ensure open and transparent communication channels are maintained throughout the entire process.
