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Heybo
Introducing micro-insurance
Agency
Client
Mission
My Role
Collaborate with
Tools
Juicyapp
Heycoins
Introduce the idea of micro-insurance to the market with a MVP (Minumum Viable Product)
Project goals, Interaction design, Wireframe and flow design
Ashley Cheng - Visual designer
Sketch, Abstract
Heycoins is a Hong Kong-based fintech startup specialises on converting physical coins into digital forms, including their digital currency - Heycoins.
Working Zurich, their insurance partner, Heycoins is seeking an opportunity to expand the usage of their digital currency with a brand new concept - Micro-insurance.
What is the edge of Micro-insurance?
Micro time
Flexible coverage time
As short as 1 day!
Micro charge
Simply affordable
As low as a cup of coffee!
Tech enabled
Fully digital
Purchase & claim through App
Use case scenario
David was going cycling with his friends today but he’s worried about having a relapse on his old wound
He purchased sports protection for 1 day from Heybo app at an affordable price
He enjoyed the cycling time with his friends, relieved the worry of spending huge money on recovering from sports injury
The Challenge
Tight timeline
We are pursuing a tight timeline to launch this product as soon as possible. The idea of MVP have to be carried out in this case
Simplification of insurance purchase and claim
Insurance purchase and claim logic can be complicated. Step by step wizard will be implemented
Education
The idea of micro-insurance was not well understood by the market. In-app tutorials and educational promotions have to be carried out
Product feature pillars
To face the challenge of tight timeline, we aligned the expectation of client and came up the 2 pillars of the upcoming MVP.
Micro-insurance Purchase & Claim
Primary feature of Heybo app
Promote Heycoins
What is Heycoins? Where to top-up?
Information Architecture
Then came up with the information architecture of the app in order to consolidate the product scope and to make the product focus on its specialty. The following chart is the simplified version.
Flow Design
Interaction flows are then created. Registration, Sign-in, Insurance purchase, Insurance claim, and other features with wizard-like step by step interfaces, totaling to 10+ flows and 80+ screens
In pursue of simplifying purchasing and claim process, the flow gone through a few iterations from comments from different parties including developers, business unit and also insights from a mini usability test.
If you would like to learn more about the working documents, please contact me and see if we could work it out :)
Mini usability test
To validate the usability of our flow design, our team set up a mini usability test among a few young advanced technology users
First time setup
Complete in 1m 16s average
After account registration,
before first purchase
Complete in 2m 52s average
Promo Code +
Checkout with Heycoins
First Purchase
Complete in 3m 30s average
Inpatient, including data input,
photographing
First time setup
The results were similar to expected outcome but we think the final flows are still complex toward typical users. Please stay with me to take a look at my improvement ideas in the end of this article
Apart from testing flow completion duration, we also gathered opinion about insurance status, where user found confusing about insurance status, whether it is active or on-hold or inactive
To address this issue, our team moved on to solve this problem by tweaking the hero interaction, let’s take a look.
Iterations of the hero interaction
Brainstorming with Heycoins, we all agree a hero interaction would highlight the experience and would let users associate the idea of micro-insurance with that specific interaction
Therefore, the characteristics of this hero interaction will be: Fun, with feedback, and eye-catching in marketing campaigns
Moreover the hero interaction is present in as key steps, for example, purchase confirm, claim confirm and more
Experiment Stage
Based on the above principles, together with our visual designer we came up with wild imaginations around a sliding toggle button, even designing a mascot on the toggle.
Refinement Stage
Inline with user-centered-design principles, we incorporated the nature of insurance product onto the toggle. At this stage, we also proposed to add a signature tone upon toggling.
Final Stage
The final form became ever bolder and clearer with the large size and status descriptions, also added more branding presence with the Zurich logo and the signature Zuuup! tone.
Widget Concept
In pursue of extreme simplification, our team also proposed the idea of creating a widget for express re-purchase
Final Product
Thanks to the hard work from all parties, the final product is live on App Store and Google Play Store
Mission accomplished?
Tight timeline
We were able to meet the timeline for the first draft for the sake of the solid MVP project scope. However the optimization process took longer than expected as this time we have a more complex approval flow. A lesson learnt!
Simplification of insurance purchase and claim
We were able to meet the expected results, however we found potential improvements if we could overcome some limitations this time around. I’ll explain more in the following part.
Education
With the generous help from Zurich and their partners, the app launched together with a marketing campaign, with illustrative introduction videos about this app and how to use it. Big thanks!
Potential improvements
Although we did our best to overcome the challenges, however realistically we have constraints from budget, timeline and technology. If more resources were allowed, I can see there’s room for improvement to make this product shine even brighter.
Ditch the payment gateway, replace with
Apple Pay / Google Pay 💸
The existing payment gateway was the only one in the market to provide daily recurring purchase, however the UX was obsolete and lack of API support. We cannot build our own payment flow, and users have to input the 16-digit credit card on their payment portal every time.
Apple Pay / Google Pay provides one step payment and prevented the need to input credit card every time. However it doesn’t support daily recurring purchase and the charge is higher compared to competitors.
Legal constraints and the potential workaround 💭
To address this issue, Product owner can consider to create an online top-up feature. Let’s say user can top-up their Heycoins wallet for HKD 500 or 1000, and that only take 1 payment transaction. Then each recurring purchase could be done on Heycoins backend system, and that avoided the need to pass through each transaction through payment gateway, the transaction cost can be reduced.
This kind of direct HKD manipulation can cost Heycoins a SVF license, which can be quite difficult for a start-up company to acquire. However there is no strict restrictions on member point and redemption systems, therefore there’s a chance that this method will work under this mechanism.
Even more disruptive! 💣
With this mechanism, the flow can be greatly simplified and its possible to make re-purchase literally one tap!
The product then also technically allow smaller time unit, down to hours or even minutes, EVEN MORE MICRO! However careful calculation is much needed to audit the profit.
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