When I started at Ditto Insurance in 2022, the product was still new to the market, and we knew there was plenty to improve. My product manager, Shreyans, and I decided to focus on redesigning the onboarding experience. It was one of my first tasks, and I saw it as a great opportunity to learn and make an impact. As the team and our user base grew, this project became a key step in shaping a better experience for our customers.
Role
Product designer
User researcher
Duration
4 Weeks, Jan - Feb '22
Tools
Figma
After effects
Illustrator
Amplitude
Loom
Miro
Jira
Team
Arif Ravendran, SWE
Sachin Jacob, SWE
Manoranjan, SWE
Lokesh Guram, CTO
Shaily sangawan, SWE
Shreyans, PM
When we looked at the data, we noticed that more people were dropping off as they went from step 1 to step 6. It seemed like something was making it hard for them, so I wanted to dig deeper and find out what it was.
The incomplete bookings show that something in the process isn’t working for them, and it’s impacting both their satisfaction and our ability to guide them to a successful booking. Fixing these issues is key to improving the overall user experience and ensuring more users can smoothly complete their bookings.
Problem statement
Users are dropping off before completing the slot booking process, and it's leading to low conversion rates.
Before diving into problem and redesign, it's crucial to establish guiding principles for the team. After discussions with Chief technical officer and the team, we formulated key principles and outlined the design process timeline for the project.
User-Centricity
Prioritize user needs; reduce friction.
Consistency
Maintain uniform design across all screens.
Clarity
Offer clear instructions. and progress indicators.
Accessibility
Ensure ease of use for all users, especially on mobile.
The process : We followed the usual Double Diamond process but incorporated as many iterations as possible within the limited time frame. Rapid prototyping and testing were key methods we used in this approach.
Our booking flow consisted of six steps, each of which was crucial to the process. While we considered reducing the number of steps, every step was essential and critical to achieving our long-term goals. The six steps included allowing users to pick a time, provide their contact information, and book a slot for an advisor to call them
After conducting a cognitive walkthrough, we interviewed users to identify the most important questions they had about the booking experience. From their responses, we selected the top questions and created two personas. This helped us better understand the pain points in the journey and gain deeper insights into our target audience
Impatient Ian, Age: 31
Occupation: Marketing Manager
Behavior: Prefers self-service tools to handle queries quickly, avoids companies that don’t offer quick support alternatives.
Goals: To resolve queries in a timely manner without waiting for external help.
"Is there any other way to resolve my queries? Because I'm not getting any slots right now."
Meticulous Mary, Age: 27
Occupation: Teacher
Behavior: Reviews forms multiple times before submission, and needs confirmation (email, SMS) to feel assured.
Goals: To make sure the process is completed accurately and securely without room for error.
"How should I know if I entered my details correctly at the end?"
Identifying the problems in stages is a one thing refining the problems and finding the opportunities was the next task and we created a focused UX journey, detailing specific functional steps and touch points after the decision has been made, which is perfectly valid for improving the user experience at this particular stage. This helped us to understand what to focus and where to focus
We identified the major problems affecting the onboarding process. This individual problem identification allowed us to address issues step by step. Breaking problems into smaller parts is a strategy we often use, as it enables us to solve one issue at a time, ultimately improving the overall experience.
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.
Users can’t reach desired time intervals.
In our previous workflow, Users sometimes couldn't book their preferred slots due to the limited advisor availability. so the obvious solution was to increase the number of slots, we tried suggesting that but Our call team has limited capacity, so we can't open more slots.
We felt like a dead end there, because if we don't have the enough advisors to take calls how will we solve this problem, further researching we found that people need some kind of support if the slots are not available that led us to think in another direction. our WhatsApp team can handle queries promptly up to a certain extent (Light bulb).
Solution & Strategy
To fix this, we added a feature that displays an option for users to chat with our advisors 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.
Final screen
Trust Issues with sharing number
Users were dropping off at the phone number stage due to a lack of trust in our platform. Many were hesitant to share their numbers, fearing spam calls from insurance companies. Our goal was to build trust and encourage users to provide their phone numbers.
Since we didn’t have dedicated UX writers, we collaborated with policy writers to create copy and brainstorm solutions. Some initial ideas were unconventional, like a popup saying, ‘You can trust us.’ Ultimately, we focused on emphasizing our unique selling proposition: ‘We never spam.’ We ensured this message was more prominent in the interface, as it had previously been small and easy to overlook.
Next, we created three screen variations and tested them with users to gather feedback
Badge Design
A snack bar with a shield icon and the copy, ‘Spam-free experience.
Tooltip Design
A shield icon that, when hovered over, displays a message saying, ‘We don’t spam.
Nudge Design
A nudge displaying the message, ‘Ditto offers a spam-free experience. We never contact you unless you request us to,’ encouraging users to enter their phone numbers.
Final design - Version 3, Nudge design
We selected the Nudge design because it's crucial to maintain the balance between visual appeal and mobile accessibility. we realized we cant do with the tool tip design, because it won't be helpful in mobiles.
Additionally, we believe that clarity and ease of use should be the top priorities, which other design options fail to satisfy.
No Error prevention
In our previous workflow, if a customer accidentally exited after entering all the information till last stage, their entered information would be lost. This was counterintuitive and frustrating for users. To address this, we aimed to find a solution, prompting the question:
One potential solution was to implement a confirmation popup displaying the user's progress, including a progress bar. This would ensure that if they attempted to exit, a popup would appear, prompting them to confirm their exit, as shown in the image.
Component design
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.
Increase in conversion rates of health insurance premium in 60days, 3cr+ premiums sold
Increase in average No.of slots bookings Daily. ~ 500-600 slots booking
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.