Berjaya Sompo

Intro

Berjaya Sompo is an insurance provider based in Malaysia. It offers a range of insurance products including motor, home, travel, personal accident, and health insurance. The company is a joint venture between Berjaya Corporation Berhad, a Malaysian conglomerate, and Sompo Holdings, a leading insurance company in Japan. Berjaya Sompo aims to provide its customers with reliable and comprehensive insurance coverage, as well as excellent customer service.

💭 The Problem

1. Challenge in locating and finding information

The current navigation structure on the Berjaya Sompo website does not offer user-friendly navigation, making it challenging for users to locate and access the information they require. Given the inherently intricate nature of insurance, presenting information effectively becomes crucial.

2. Challenge in understanding the different products offered

Berjaya Sompo's approach to displaying product information falls short, making it challenging for users to differentiate between their offerings. Navigating through numerous insurance product pages to discover an appropriate option demands a substantial time investment.

3. Unclear process for claims

When looking for the claims process, users are not guided on what they can do. Currently, they are only presented with two actions that they can take, either to submit their claims or to check their claim status. This may cause frustration for users who may just be browsing and are looking to find information related to the claims process. Users are also presented with

👩🏼‍🔬 Hypothesis

1. Challenge in locating and finding information

We believe that creating a well-organised navigation menu would help users easily locate the their desired insurance product on the website. This would improve the discoverability and find-ability of products on the Berjaya Sompo website.

2. Challenge in understanding the different products offered

In aiding users decision-making process, we believe that a comparison tool would showcase the differences between various products offered and help users narrow down their choices.

3. Unclear process for claims

Standardising the claim categories with product categories would perhaps also make it easier for users to identify their desired category. Moreover, having visible and clear CTA’s in the claims page itself would also guide and prompt users on the next step.

🧪 The Solution

1. Creating a well-organised navigation menu that is standardised across product and claims would help users easily locate desired items on the website
2. A comparison tool which would aid users in identifying the differences between various products offered and help them make a decision
3. Standardising claim categories with product categories
4. Having visible and clear CTA’s presented in pages would guide and prompt users on the next step that they need to take

⭐️ The Outcome

The outcome of the study is that 100% of the testers were able to find and locate insurance products easily based on their requirements. All testers found the comparison tool helpful as it helped narrow down their choices. Around 66.7% of the users found the call to action’s (CTA) clear which were helpful in informing them the next step to take when it comes to submitting claims.

👀 Questions & Observations

To help me better frame any problems with the product, I began by forming some questions and observations I have about the product. To easily document these I followed the structure [situation], [response], [problem to business or experience] to ensure I'm aware of users and business needs.

When looking for home insurance, users can only access through the navigation menu and it is currently nested under the category ‘Others’. Users may miss out on this and drop-off from the website

When looking for car insurance, users can only see ‘Motor ‘insurance which may cause uncertainty as the term ‘Motor’ maybe misunderstood as motorcycle insurance. Users are unsure on whether they are selecting the right option.

When looking for insurance, users can only see a few type of insurance categories being displayed at the navigation menu & in the above the fold section. This gives the perception that Berjaya Sompo only provides a few types of insurance products.

When looking for car insurance, users are presented with similar copy for each product. To find out more information, users are to click on the card and go through each product page to understand the product offering.

When looking for the claims process, users are only presented with two options, either to submit their claims or to check their claim status. This may cause frustration for users who are looking to find information related to the claims process.

🔍 UX Research

To confirm my observations and begin forming a hypothesis backed by data, I conducted user interviews & surveys to uncover the core problems with the product that I could prioritise for user and business needs.

📊 Synthesis

Having shared my survey with users of the product, the next stage of my case study was focused on synthesizing the data to recognise trends and form a hypothesis.

👀 Validated Observations

？How Might We

With a picture of the problem at hand starting to come into place, we jumped into the ideation phase and worked through the solution design model, identifying users actual behaviour, and optimal behaviour. This allowed me to form a how might we statement to begin forming a solution.

How might we make it easier for users to find the insurance product that they are looking for?

How might we make it easier for users to identify the different type of product offerings that Berjaya has to offer?

How might we make it easier for users to look for information related to claims?

💡 Ideation

Using the issues we've pinpointed from thoroughly analyzing the feedback gathered through surveys and interviews, we deconstructed the challenges faced by users. Subsequently, we initiated the process of generating ideas to effectively tackle these concerns.

Problem: Challenge in locating and finding information

1. Navigation Menu

We did an exploration of the different types of information architecture that would cater best to the needs of users while adhering to the business requirements. The decision was to proceed with the first iteration as it is currently how users are browsing on the website and it does not require any internal restructuring on the business side.

Iteration 1

Iteration 2

Iteration 3

Problem: Challenge in understanding the different products offered

Problem: Unclear process for claims

✍️ Hypothesis

With the team, I formed a few hypothesis so that it provides clear focus and direction for our design and research efforts. By forming hypothesis, we defined specific problems, questions, or goals that we want to address, ensuring that our work remains aligned with user needs and business objectives.

Hypothesis 1:

We believe presenting the main insurance categories clearly in the navigation menu would make it easier for users to find what they need.

Hypothesis 2:

We believe having a comparison tool would aid users to identify the difference between various products offered and help them in making a decision.

Hypothesis 3:

We believe having clear call to action’s (CTA’s) would guide users on the next step that they need to take.

✍🏻 Wireframes

We used a neutral color palette to avoid any decision bias and would use this prototype to get feedback internally.

Navigation Menu

Iteration 1

Iteration 2

Product Pages

a) Product Listing Page

b) Product Detail Page

Claims

👩🏼‍🎨 Styles & Components

Before creating prototypes, the team defined styles and components so that we can easily and quickly design consistently.

🎨 Styles

🆎 Typography

🧱 Components

👩🏻‍🎨 Hi-Fi Designs

Below is the final version of the hi-fi designs that the team created.

1. Navigation Menu

Before

After

2. Homepage

Before

After

3. Product Listing Page

a) Before

After

4. Product Detail Page

Before

After

Product Comparison Tool

🧪 Testing

We conducted usability testing with some of the external interviewees that were previously interviewed. We showcased the hi-fi designs with the improvements implemented and prepared a series of questions to garner their feedback

Outcome

The outcome of the study is that 100% of the testers were able to find and locate insurance products easily based on their requirements. All testers found the comparison tool helpful as it helped narrow down their choices. Around 66.7% of the users found the call to action’s (CTA) clear which were helpful in informing them the next step to take.