Tiered Insurance for GoSend
Overview
GoSend consumer app is a 2W inter-city and intra-city package delivery service.
At present, customers only have two insurance options available to select from
With this project, we aim to introduce more tiers of insurance selection while improving the safety perception and increasing the gross-take from insurance.
Timeline: 4 Months
My Role: I was leading this project as a Product designer. I was responsible for the initial conceptualization/ ideation of the project and to manage the execution from design front(UXD , copywriting, IXD, illustration) for this project.
Objective
1
With increased options of package protection, let users select the insurance option according to the amount of items being sent.
2
Not deteriorating the existing experience for the GoSend users.
While
Target user group
Personal users(80% of customers but occasional)
and
Sellers(20% of our customers but most frequent)
The Process
Each function such as research, IXD, copy-writing, illustration and motion design steps in whenever there is a requirement from their end while product designer is a constant collaborator, responsible for the execution of the whole process from design-front.
Every stage of the process and key decisions are documented simultaneously.
Problem Discovery
Ideating/
Wireframing
Feedback
Sessions
Refining the
wireframes
Detailed
design
User
Testing
Refining the designs
Design
QA
Design
Handover
What is the Problem?
Insurance options:
Currently, we provide limited package protection options(only one premium package protection option) for the customers & pre-select the free package protection option.This result in:
-
Lower visibility into premium package protection options
-
Reduced GT from Insurance Model
Safety perception:
Our research suggests that “Users think that GoSend has one-offer-fits-all approach, in which the 'Free' protection and 'Standard' protection induces the feeling that it’s not actually insured”.
Despite offering a default package protection for free (default option in the flow), most users are actually not aware of the benefits higher protection options.
Insurance selection in the booking flow
What do we already know about the problem?
Lack of comparison between insurance options
Users lack the clear comparison information between the insurance options, Users have to click on terms and conditions, which redirects to an article instead of simple information.
Default selection unables the discovery of better insurance options
As the free insurance option with lower coverage is a default selection, customers are not aware that there are higher coverage options that they can add-on to their bookings
Competitor has more insurance options and Clarity
There are three insurance options in competitor service, that is basic, standard, premium. Users are also able to know the difference between every price tier, easily.
Ideation
We went through several rounds of wire-flow iterations. The feedback from the research team, design team and business teams fed into the iterations to reach the final solution
Iteration 1
Having a separate pop-up to show insurance options
VS.
Expanding the insurance options in the same page
Decision: We went ahead with having a separate pop-up to show insurance options as it gave more real estate to give details about each option and also give a visual treatment to make it look premium
To Improve: Even though we don't want to increase the perceived length of the delivery details page, We have to improve the visibility of the insurance selection entry point.
Iteration 2
To mention the 'Free insurance' as one of the insurance option without defaulting
VS.
To mention the 'Free insurance' as a Static text near the entry point
Decision: Went ahead with mentioning the 'Free insurance' as a Static text near the entry point because Having 'Free' insurance as one of the insurance options will bias them towards the free option.
Decision: Went ahead with mentioning the 'Free insurance' as a Static text near the entry point because Having 'Free' insurance as one of the insurance options will bias them towards the free option.
Iteration 3
To mention the 'Free insurance' as part of the under-line text with T&C.
VS.
To mention the 'Free insurance' a separate line item upfront with the entry-point
Decision: To go ahead with mentioning the 'Free insurance' as part of the under-line text with T&C to not bias users towards the free insurance and let users discover the other insurance options.
Iteration 4
Default Insurance selection
We also conceptualised to let users set any insurance options as default. There we two approaches to set an option as default: 1)Manual selection and 2)Smart suggestion
Manual default insurance selection
For Manual selection, a check box selection near the entry point and the insurance option pop-up will be provided to let users set any insurance option as a default for future order.
Smart suggestion to set a as default
Based on user's past orders with GoSend and the insurance option selected, we can suggest users to select the insurance option to be se as default. Algorithmically, we can explore the frequency of showing this nudge to set as default.
This helps users especially sellers to reduce the effort of selection same insurance option again and again.
Final designs
Visual design and copy-writing:
From the design front, the project went into the next phase of Visual design followed by copy-writing for which I collaborated with the central design teams for respective functions.
We went through several rounds of explorations and feedback cycles for various visual design elements in the flow.
Visual exploration for the Entry point and the dialog card
User Testing
After the Visual design and copy-writing was finished, We also ran a User testing session for the 'Happy' flow to validate the interactions in the flow.
Insights from the testing:
-
Customers easily find the package protection position
-
Customers may take some time to understand and choose a particular package protection
-
Most of customers won’t apply the premium package protection as default
Final Happy Flow
What have we achieved till now?
Phasing it out:
Based on the insights from the user testing, we phased out the feature for one or more phases based on the results from the Phase 1.
As the use case for setting any default protection is particular to the sellers, we would be monitoring the usage of manual default insurance selection in the Phase 1 and then have smart suggestions to help users have a default insurance option in the later phase.
Increase in completed orders with applied insurance:
As per March 15, we saw 34% of completed orders with Silver/Gold/Platinum option (vs 5% of completed orders with premium insurance in the old flow).
Next steps:
To Analyse and find patterns to know which segment of users is using insurance, what kind of items are being insured or are the longer deliveries being insured more than shorter deliveries. And accordingly, plan next steps for smart suggestions.