Problem / Challenge
For health insurers like nib, one of the biggest challenges is creating an experience that allows the customer to feel comfortable selecting the right level of cover across hospital and extras. The request a quote process is often bombarded with medical/legal jargon and paired with business-driven flows that prioritise the business over the end-user.
I was brought in to help reimagine the ‘request a quote’ program, exploring how we might put prospects in control of choosing the cover for them, based what they feel they need, rather than what the business is able to provide.
Process
The 'request a quote' is typically one of the most important funnels for health insurance companies, which means, there are typically multiple teams feeding into the experience at once. UX & CX, are running 100’s of experiments and enhancements each week, Customer Service & Sales are dealing with high outbound and inbound call volumes with the goal of closing as many prospects as possible and emerging tech looking how new modern technology might help improve the overarching experience, there’s a number of priorities to juggle.
To ensure that everyone’s needs and requirements were being met, I ran a series of collaborative design thinking workshops to initially empathise with nib customers to help define key problems and opportunities that would give us a springboard to have structured ideation session to inform prototypes for user testing
Summarising and aligning all the stakeholders was crucial for this project to succeed. To help bring everyone on the same page I ran a series of exercises that would help translate the project's purpose into a single statement, which we agreed on the following...
"Provide nib health insurance prospects with a channel that streamlines the 'request a quote' process, eliminating friction and therefore moving prospects down the funnel."
Over the years nib has conducted extensive research about its audiences, so rather than including qualitative research within the workshops, I decided to leverage existing persons alongside an empathy mapping exercise to help us visualise user attitudes and behaviours which would guide us towards meaningful, user-centric solutions.
Our empathy map then informed our customer journey.
After documenting the current state journey for prospects, we quickly realised the problem was much bigger than originally anticipated. We identified that there was an overwhelming number of pain points for prospects. Additionally, we knew that with a large number of teams working on the website it would potentially slow down the opportunity to innovate. We agreed that Nibby’s website chatbot expansion should be done as BAU, rather than the focal point for improving the path to purchase.
To help inspire the team. I ran a series of lightning demonstrations, looking at other industries and how they’re adopting conversational ai across a number of different channels, such as WhatsApp, WeChat, Facebook Messenger and SMS. As we ran through each demo, I encouraged nib to document and define what opportunities they saw and how we could translate some of these executions into prototypes within nib’s path to purchase process that could be then tested with nib customers.
Facebook Messenger was ranked as the number one channel by all stakeholders, it’s not surprising, seeing as 63% of consumers believe businesses should be on Facebook Messenger and Facebook Messenger Ads can reduce cost per lead by 30-50x
This new channel would allow us to reimagine the quoting process, putting the prospect in control, choosing the cover that’s suited to them.
We could actively lead the conversation for the user, providing pre-created solutions that can help streamline the experience and guide the user to complete and understand their quote as quickly as possible.
Now with Facebook being the primary channel, this allowed us to look into highly targeted creative and messaging across our identified personas. Delivering messaging that supports them through the journey and ensures that nibby is friendly and helpful and supporting.
Example Creative
Outcomes
To help support the nib's team and create wider buy-in from other key stakeholders, I developed a prototype to showcase how the potential solution could dramatically improve the path to purchase journey. You can see the prototype in action here. This project is still being developed by nib's team today.
