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Image by ian dooley


Travel
Insurance 
on mobile banking app.

Project context

In March 2020, I was asked to strategise and lead a 12 member UI-UX design team for a banking project in Thailand.

In addition to the leadership responsibilities, the client nominated me to take up this new feature. They wanted a seasoned designer to work on it to cater to the third-party client .

My Role

UX Director

Team

UX Director, strategist(Self)
Product owners (Tech & Business)
Business analyst
Direct client stakeholder (Approver)
Third party stakeholder (Approver)
Visual Designers (2)

Client

Confidential

Methods used

Discovery workshop
UCD canvas
Competitive analysis
Affinity diagram
Personas
User journey maps
Wireframes
UX flow & documents
Prototype

Problem statement

The Bank wanted to give their customers an option to buy travel insurance provided by a third-party on the bank's newly developed consumer mobile app.

Why?

Because;

  • The Bank is a broker of the third-party insurance company.

  • Currently, travel insurance is sold over the counter in the bank's branches and the website. Not on the mobile banking app.

  • The banking mobile app retains its customer data that can be leveraged for buying insurance and make the process short and easy. 

Who will benefit?

  • Primarily the own customers /bank account holders.

  • The primary account holder can buy for his/her close relatives if added and KYC verified.

The process

1

Discover

2

Synthesise

3

Design

4

Validate

1.

Discovery 

The process /

I conducted a discovery workshop to understand the product business goals, and user goals.

1.1

Discovery Workshop

Objectives

Understand and define;

  • Business goals

  • Customer/user goals

  • Rules/Conditions

  • Limitations/Challenges

1.2

Findings and artefacts

The process /

2.

Synthesis

2.2

Personas & User Journeys

Competitor analysis

The process /

3.

Design


Approach

Be non-intrusive

Keep it simple

Make it smart

Be transparent

Execution

Wireframe

Prototype

Test

Iterate

Challenges

1

Lengthy registration forms and data requirments.

2

Backend/platform had limitations to adapt to new user experiences.

3

Bringing multiple stakeholders
(Business, Tech, and legal) on the same page for consensus.

Handling challenges:

  • I brought in all the cross-functional team members together for discussions for product grooming sessions.

  • Produced logical reasoning samples and materials to demonstrate various impacts on achieving business goals and user goals.

  • Created quick prototypes to bring clarity in user flow and interactions.

Wireframes & UX documentation

Solutions 

(In-depth details and UI screens are hidden due to NDA)

  • Minimal user inputs to purchase travel insurance policy by leveraging the user details available with the bank.

  • Recommendations based on user details,purchase history

  • New premium calculator

  • Repeat purchase from transaction history / policy history.

  • Policy recommendation
    based on user details,
    purchase history

  • BBL's new recommendation engine is used to enhance usability and experience in purchase flow.

  • Leveraged KYC data for faster policy purchase process. 

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