Research for Insurance Company

This project is under a non-disclosure agreement. I can’t reveal any information regarding the client and all the findings. I will focus mostly on the process and learnings from my part of the project.

An international insurance company wanted to revise their strategy and experiment the proof of concept in Thai market. In the first phase, they hired Morphosis Apps to study Thai consumers in regard to health insurance, create a customer journey map and personas, then create a web prototype to prepare the materials for their sprint.

My role

Lead UX researcher

My contributions

I was in charge of planning the research, conducting, summarizing, analyzing the findings, and reporting the results. I led creating the personas and the customer journey map. I also helped plan the alignment workshop and participated. After the workshop, I planned the user testing, conducted, summarized, analyzed, and reported the results. Moreover, I helped build the prototype.

Team members

Pruek Laochaiyapruek
Sora-at Tekaew
Jakrayut Vetthanasuk
Thitaree Sawettatat
Manassara Vanthaneeyakul

Reference

Jérémie Tisseau (CEO & Founder), Morphosis Apps

Disciplines

Interview
Persona
Customer Journey Map
User Testing

The project started with stakeholder interviews to get preliminary information. Then I interviewed Thai people who matched with the target group. I compiled all data, created personas and mapped it to a customer journey map. We arranged an alignment workshop with the client to present the outputs and brainstorm solutions. After that we created a web prototype and tested it with the target group (the target persona). I reported the results so the client can prepare for the next phase.

As we were new to their brand, our goal was to learn about the products and services, and to gather their opinions. We talked to both regional and local teams to see where they were and how everyone was aligned. Then I summarized the data and defined the things we need to validate. The findings from the interviews were used to design the questionnaire of customer interviews and to define the main target group.

Initially, we planned to interview only customers (of any insurance company) but it might be better to listen to non-customers too. Therefore, we can learn why they don’t have any insurance. I interviewed people on the street, in the office, and on the phone. There were 26 interviewees in total. They were the client’s customers, others’ customers, and non-customers.

I summarized all information from the interviews and split the interviewees into 5 groups. Each group had their unique behavior and psychographics. Then we selected the most potential groups and created the personas. The personas were for us to plan a strategy to attract the customers to sell the products and services. Moreover, we made an anti-persona to make sure that we wouldn’t target the wrong people.

The information from the interviews was also used to map out the customer experience from when they are aware of a health insurance until they claim. Not everyone had experienced the whole journey but we collected the information much enough to fill in the gaps in the journey. We learned about touch points, pain points, moments of truth, and the importance of each step. After the map, we mapped the personas on to it. Thus, we can see what they would do in each step. It became easier for us and client to provide the service accordingly.

The alignment workshop was scheduled for us to present our work (the personas and the customer journey map), to get the direction, and to brainstorm for ideas and solutions to tackle any issues in the map. There were stakeholders from the regional and local teams. We worked together to create a solution and make a prototype. There were discussions around different aspects of the products and services. A big challenge for us was to find the middle ground where everyone can compromise and eventually decide on the direction to move forward.

At the same time, I planned the user testing sessions. We targeted only people who match with the selected persona. The test was used to validate the main flows of the website. We recorded the screen, voice, and hand interaction during the test. After testing, the prototype was taken to the next step which was to create epics and user stories, and put them into the sprint.