DANA Siaga Exploration

Introducing DANA Siaga, the ultimate insurance purchase feature. With a plethora of insurance options available, users often experience decision fatigue when faced with the daunting task of scrolling through countless offers without knowing which one to choose.

To tackle this challenge head-on, I took a unique approach by offering a personalized product that resonates with each user. Additionally, I ideated a chatbot interface to instill confidence in users, guiding them through the insurance purchase process seamlessly. With DANA Siaga, finding the right insurance becomes a breeze, tailored to each user's needs and supported by a friendly virtual assistant.

PROBLEM

Previous Design: “What’s the difference?”

The user drop-off from the Main Page prompted immediate action. With limited time for extensive research, I conducted quick Think Aloud and Usability Testing sessions of my parents and brother using DANA Siaga on my phone. The feedback was crystal clear: users faced difficulty in deciding what to purchase.

Interestingly, two participants instinctively tapped on the filter pills, emphasizing the importance of category selection in their decision-making process.

WIREFRAMING

Airplane Cockpit to a Bicycle Interface

To simplify the design process, I deconstruct the current design into a clear information architecture. This will help organize and structure the information for easy navigation and improved usability.

• Purchase Insurance tab

  • Insurance Category pills

    • Product list: Brand and Name

• My Insurance tab

  • Owned Insurance list

Recognizing the need for a simpler and more user-friendly approach, I explored two potential solutions through low-fidelity drawings. These sketches aimed to address the decision-making challenge and guide users effectively. Subsequently, I presented these ideas to the Product Manager, outlining my proposed solutions for further consideration and evaluation.

FIRST IDEA

Chat Bot: One Question at a Time

Among the two solutions explored, the Chat Bot approach emerged as the more radical option, completely transforming the layout and flow of choosing insurance. The concept revolves around a simple questionnaire presented in a chat format, aiming to create a personalized experience and instill user confidence. This approach is particularly beneficial for non tech-savvy individuals who are already familiar with messaging apps like Whatsapp.

The chat conversation is designed to be empathetic, starting with the question, "What's your biggest fear?" This allows users to reflect on the insurance category they need. Subsequently, follow-up questions are asked to determine the appropriate tier to purchase.

⏳ Fake Loading Screen Although the actual process takes mere milliseconds in the background using simple programming logic, a 3-seconds fake loading time is introduced. This deliberate delay aims to enhance the perceived value of the insurance recommendation by creating a more human-like experience—a psychological phenomenon known as the labor illusion.

SECOND IDEA

Categorize and Tiering (Silver, Bronze, Gold)

The front page was simplified by categorizing the products into tiers instead of insurance brands. This approach guides users through the process more effectively, making it easier for them to make decisions:

1. Shield illustration banner provides context and improve reachability.

2. Spotlighting recommended product improves hierarchy, and lowers the interaction cost by selecting the recommended tier directly.

3. Insurance categorization reduces the cognitive load, increasing user’s ability to navigate through a sea of insurance offers.

4. Lowest pricing on category — as Fogg Behavior Model suggests, B=MAT. Increasing the ability by categorizing insurance is one thing, but it will be much better if accompanied by increasing motivation. For that reason, I put the lowest pricing to motivates user to tap and learn more.

5. Monitored by OJK section increases user trust and confidence.

OUTCOME

Helping More People

Despite the project's long postponement and continued by my colleague, the main ideas were preserved and carried forward. Insurance was categorized and labeled with tiering (Silver, Bronze, Gold), and recommended products were given higher prominence.

As a result, DANA Siaga has shown significant improvements in terms of reduced drop-off rates and increased user satisfaction. Most importantly, we have been able to assist more individuals in protecting themselves and their families during the challenging pandemic situation. 💕