Hollard Insurance
Optimising insurance onboarding to enhance time to value and user experience.
Hollard is the largest independent and privately owned insurance company in South Africa with operations in multiple African countries. The company‘s product portfolio is primarily divided into two main categories: short-term insurance and life insurance.
Industry
Insurance
Project duration
6 months
Platforms
Responsive web, Kiosk
Challenge
Hollard Life was experiencing a decline in funeral policy purchases, primarily attributed to a problematic customer onboarding process. Analysis of customer feedback and sales data reveals that a majority of potential customers abandoning their application before completion, resulting in lost annual premium revenue.
My role in this project
I joined the Hollard Life division’s digital team as a Senior UX/UI Designer came with the responsibilities of designing digital experiences, growing the design capability and evangelising design within the company.
In this project, I
Conducted in-depth analysis of the existing quote and onboarding flows, pinpointing the inefficiencies at both UX and UI levels to strategise solutions.
Conducted interviews with the customer experience (CX) team and a few users, and listened to customer calls to gather insights into the current system’s shortcomings.
Led the redesign of the new quote and buy platform, and leveraged work by the central design team to ensure that this update was seamlessly integrated into our design system, enhancing brand consistency across the platform.
Collaborated with managers, engineers, analysts, actuaries, marketing to ensure that the design aligns with Hollard’s business goals and objectives as well as our overall design strategy.
Goals
Hollard Life has experienced a decline in funeral policy purchases, primarily attributed to a problematic customer onboarding process. Analysis of customer feedback and sales data reveals that a majority of potential customers abandoning their application before completion, resulting in lost annual premium revenue.
Problem statement
How might we streamline and simplify Hollard’s funeral policy quote and onboard process to reduce customer abandonment rates, increase completed applications, and recover lost annual premium revenue while improving customer satisfaction?
Getting to the solution
Design approach
The digital team employed an agile methodology, incorporating essential scrum ceremonies such as daily stand-ups, sprint planning, and retrospectives. However, our design processes adhered to the following model:
Discover
Understanding
Define
Synthesis
Deliver
Implementation
Stakeholder engagement
User interviews
Contextual inquiry
Design review
Task analysis
Empathy mapping
Insights gathering
HMW creation
User flow generation
Journey mapping
Wireframing
Interface design
Prototyping
Prototype feedback
Usability testing
Developer handoff
Design principles
I prioritised creating an intuitive and engaging journey that empowers users to quote and buy easily. Here’s a glimpse into my thought process when crafting this seamless user journey:
Intuitiveness
Creating intuitive navigation patterns and call to actions
Simplicity
Simplifying complex forms and interaction patterns
Accessibility
Designing for accessibility
Clarity
Use simple language for names and indicators
Leveraging the brand
In collaboration with the branding team, I utilised the established brand guidelines and integrated them into the design.
Purple
Green
Orange
Gold
Dark
Bold
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Medium
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Bold
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Regular
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Impact
The new application achieved the following:
Improved user-friendly experience - The new system educated and supported users, reducing support calls to the call centre.
Enhanced comprehension - Achieved a 100% comprehension rate during user testing
Reduced task time - The time required to complete the process was significantly shortened
Stakeholder approval - The journey received approval from various internal teams
Improved sales - The was an X% increase in sales after launch