Redesigning digital experience of Maxbupa web portal
Complete redesigning of the user journeys for MaxBupa health insurance to simplifying digital health insurance experiences
Website design | User Experience Design | Visual Design | Prototyping
MY ROLE:
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Creating visual design for desktop, tablet and mobile screens
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Quick UI iterations for client approval and finalisation of the the UI language
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Creating and curating Imagery, Illustrations, icons as the brand assets
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Providing assets for application development and curating for marketing promotions
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Working with development team for quality check, managing technical and design dependencies
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For Maxbupa; worked on it during my tenure at Moonraft Innovation Labs
CHALLENGE
Max Bupa was receiving a lot of drop-offs, unsuccessful leads and loss of user data on the existing web portal. They wanted us to leverage user centric methods to identify the problem and design an experience which clearly indicates the benefits of health insurance making it easier to get insured and feel protected.
OUTPUT AND STRATEGY
Revamp of the digital experience of its primary access channel - the maxbupa.com portal.
Primary objectives -
- Provide great customer experience
- Increase conversion and lead funnel
- Improve performance, access, search capabilities achieve a seamless, unified experience across Max Bupa channels
PROCESS
In the initial phase of design conceptualizations, I worked with another visual designer to create multiple options for the layout and theme for the website. Through various discussions and definement with the create directors and UX designer, a set of final designs were approved by the client. After the conceptualisation phase, the visual designs for all the website pages were created based on the provided Information architectures. The making of visual design was iterative, as it involved creation of design for different pages and its approvals on regular basis.
DESIGN HIGHLIGHTS
PRODUCT CARD AND GET QUICK QUOTE
For their main portfolio products, we designed product card with its key features and cost details for quick glimpse.
'Get quick quote' as a feature helps the users to explore quotes for different plans in just a few clicks.
COMPACT PRODUCT CARD
These products card are accessible from various places in the website. The quick options of buy, compare helps in faster processes. The card also gets personalized for returning user based on their previous searches about products
CONVERSATIONAL JOURNEY FOR 'FIND MY PLAN'
We took a conversational design approach to help users fill form and find a suitable insurance plan for them. An intuitive form filling journey with subtle animation and the smart algorithm integration helped with seamless and quick plan suggestions.
DIGITAL ASSISTANCE
We designed a help assistance for Maxbupa that was modular in nature to fit various different use cases in different parts of the website. I worked with UX designers to finalise the copy and the overall experience of it.
LEARNINGS AND TAKEAWAY
This was my second project at Moonraft. I along with one more visual designer were handling look and feel of the whole website. While initially, the creative director and UX designer were parallely guiding us, giving us feedback to improve design and the overall experience, as the project proceeded, us visual designers were able to finalise the designs by ourselves. By doing this, I was able to critique my own design and justify them from both visuald design and user experience perspective. For some of the flows, I also got to work with UX designer and strategist to ideate and finalise the screens.
I should admit here that I was not aware of design system when I worked on this project. So while the many pages of the website we designed had variations in layout to certain degree which gives unique experiences to the pages, it became a bit of trouble for developers to code all the pages in a short deadline. Through my disucssions with the development team, I learnt their technical challenges and limitations, and I was given the task to improvise and update the designs as per their requirements. This was a new and crucial learning for me.