Allied Health

Building a buying journey within a digital insurance platform

The business had an opportunity to dive into direct-to-consumer professional indemnity insurance in the allied health space, with the commitment to produce a market-competitive offering. Given this, the challenge lay around creating an on-par, if not superior, user experience with our technology stack.

Users & Audiences

To define our audience, we looked at the segments across the insurance product that had the most potential by evaluating search volumes and competitors in this space. Our key users were defined as: Beauticians, Physiotherapists, and other allied health professionals.

Scope & Constraints

What's possible is defined by current technology and the timeframe we were working in. All of the work was subject to sign-off from multiple stakeholders.

Process

UX Research

The research began with a full competitor analysis from three different lenses — price, product and UX. We had a unique opportunity to work with an underwriting agency on the product, so this analysis was necessary to create the best product and vessel to sell that product.

Competitor Analysis

Competitors evaluated: AON, BizCover, CGU, Allianz

Aspects considered

• Steps and screens for the user
• How long it takes to receive an initial quote and a final quote
• Core products
• Additional products offered and modalities
• Where and how business details are presented
• How personal details are used and followed up
• Additional comments and notes

Steps & Screens — minimising questions and grouping effectively

Findings

1. Competitors average 4–5 sections of information per journey.
2. Approx. 4 "submits" / new screens before a quote is displayed — because of a mobile focus, users submit more times than they would with a desktop-first approach.
3. Competitors are favouring clicks/submits rather than scroll.

Recommendation

Effectively group and present questions, then use a combination of scroll and submit to create an optimised journey that performs on desktop and mobile.

(Image: competitor analysis comparison table across AON, BizCover, CGU and Allianz — pending)

Core and Additional products + Modalities

Findings

1. All our competitors across allied health (and in other areas) use search as a selection method.
2. We have a wide variety of occupations/selections that the user needs to make and feel confident in, in order to continue and obtain an accurate quick quote.
3. From a legal and insurance-binding perspective, it reduces liability when the user can be specific about the activities we undertake.

Recommendation

Develop a search component, similar to those of our competitors, that can facilitate multiple user journeys across occupations and modalities.

(Image: concept development for occupation/modality search and select — pending)

Collecting personal information

Findings

1. 3/4 major competitors required the user to submit their personal details (name, contact number, address and email) within the first four screens of the user journey, before a quote could be generated.
2. Aon sent a follow-up email once the application was left incomplete (before checkout). This indicated that the form captured personal data regardless of whether the form was completed or not.

Conclusion

Noting that in this space, address and ABN upfront can be used for targeting/data collection — something to consider in relation to marketing tactics and personal information. Asking for personal details upfront is dependent on having the internal support to follow up the lead if the user drops off after viewing the quote. Asking the user to provide their email address upfront ensures that if they drop off when asked for their personal information, you have a contact to follow up.

Recommendation

The UX recommendation was to ask for sensitive information following the initial quote, before the user is taken to checkout. A/B testing should be conducted to see how well the placement of asking for personal information performs.

(Image: initial desktop wireframe development for the quick quote section — pending)

Learnings from previous work

Context

Our current online fitness professionals audience has a very similar profile to allied health, hence these observations are a good approximation of allied health behaviour.

Findings

1. In the last 6 months, we can attribute 34% of Fitness revenue to mobile.
2. If we take into account people with multi-visit journeys, mobile's contribution to our revenue can be brought up to over 40%.
3. Data and behaviour patterns show that users come, get a quote, then return to purchase. This would suggest the effectiveness of the quick quote in converting users.

Conclusion

Desktop and mobile should be treated with equal importance during design and development.

UI Development

Final Design

The UI development was based on the digital insurance platform, adhering to accessibility standards. Currently, the development team is working on creating a user-friendly interface and a seamless buying experience for insurance users.

(Image: final Marsh-branded Professional Indemnity Insurance UI — pending)