GOAL

Why ?

Key Metrics:

• Avg corporate Utilisation Rate(UR) is 18%, for dependents it is 4%.

• Corporates with UR varies from 85%  to < 8% .

• Dependent UR is much poor (<3%)

Behaviour Analytics

• Acquisition - Direct Corp Portals, Other Demographics 

• 80% of the users visit website, 20% using mweb & mobile App

Potential Revenue - Very High

To give you fair idea, we serve more than 25% of India's population covering more than 5000+ corporates. So, there is a serious need to look into the issue.

System Map

Deeper understanding of the exisitng system structure, functioning of various stakeholders and their proccess gave bigger picture of the problem.

Outcome:

• Depth of problem, 

• Breadth of stakeholders and dependencies, 

• Business, tech & operations structure and limitations, 

• Planning & timeline analysis.

Usability Testing 

& Existing Problems

Apart from the conversion rate, business requirement and other insights from Project Manager, we wanted to understand more quantitative data, user attitudes, and their problems. 

Apparently, 

• Segments (new vs returning user) both have poor and equal bounce rate.

• Direct Traffic was better than Referral Traffic though the organisation spending crores on Ads & promotions. 

To summarise, organic > paid

Overall performace hasn't been great. Discovering users core problem is a primary task. So, we did usability testing across all the product channels.

We do usability study using our Customer Expert Group (Divided Based on behaviours, Locations & service utilisation)

Data Synthesis

& Empathy map

Categorising data based on what users are thinking, feeling, seeing, saying, doing and hearing helped me and the team to understand patterns of their behaviours. 

Empathy map helped to identify core value behind the
general issues/pain points/problems and their wants/needs 

Example:
An employee who never availed AHC, in the last 3 years:

"I know about it through a colleague, but i don't feel it's necessary. I am good." 

Outcome:

• Clear visibility of the patterns.

• Categorised pain-points/issues/problems.

• Mapping the wants/needs to certain behaviours.

Most Common Behaviours

& Journey Map

Ideally we wanted to make a persona and define charecter but the data was saying something else. The demographics resulted most common but their behaviours were different. 

So we grouped and identified 5 Archetypes with most common behaviour patterns pulled out of data. These archetype approach is very much suitable for startup/agile environment to cover multiple features in a short time.

Business outcomes follow user outcomes.
Therefore one must define and target the user behaviors that need to be driven.

Hidden Problems - Example:
Employee who tried booking sponsered AHC, but didnt succeed: 

"I thought AHC is free, but during check-out it was billed. So I to have cancel it"

Outcome:

• Clear Target Behaviours/Focus Group 

• Painpoints in all the user journey's

• Clear idea on What is working, what is not working for which group

Turning Insights
into Ideas & Concepts

Capturing Insights required overlooking multiple painpoints and if required back to raw data to understand core value behind every problem. 

Which sometimes unifies multiple pain-points to one, by representing issues of similar user groups & opening up the opportunity area.

Ideation Example:
"Strivers, having no prior mind about goal may get stuck at a point trying to suceed out of need. Thats when a clear advice/motivation/help can make them achieve their goal "

Having grip on behaviours, it becomes easier to brainstorm quality ideas. 

Identified multiple Insights based on themes of problem areas. Keeping GOAL in mind we started brainstorming multiple Ideas and went on to conceptualise them.

Internal Decisions:

Updated System Map

This map helped us in aligning with stakeholders and communicating the higher level changes which need to be done for the proposed changes. 

For implementing the 3 important concepts, there should be slight change in the approach of other stakeholders than how they are doing it today.

Visualising Behaviours

& User Scenarios

Visualising scenarios helped us to undersatand and imagine how the journey going to be for the user. Where all what steps he/she might be taking.

Visualising and Mapping User Archetypes and Multiple scenarios(First-time, Frequent, Revisit, Distracted, etc..)  has given complete grip on the users and their needs.

Small, High-Level

User Story Map 

& Prioritisation  

Agile environment things/decisions move extremely fast. Multiple people working on multiple things at the same time. 

Which impacts timelines but at the end of the day, there will be progress in solving many user problems. 

Outcome:

• Testing Ideas, Finalisation of Sprint Versions

• Stakeholder alignment on What & How it needs to be done

• KPI and Measuring points

User Flow for Benefits  

Info-Architecture 

Covering he happy flows and few edge cases we went on to capture detail flows for Benefits from Entry to Booking confirmation.

A piece out of huge App channel information architecture is shown in below img. This process clearly conveys that, Capturing Beneficiary & Benefits together along with all the required information is the best way to make sure user is clear about what he is seeing. 

However wanted to verify and see these detail at wireframe level to understand how well they communicate.

• Testing & Card sorting

Midfi-Wireframes

& UX Writing

Multiple Iterations

Testing & Refining

We have tested multiple designes with Hifi-wireframes and Basic visual designs to understand what is working and what is not. It was also important to balance the content and visuals along with placement. 

Usability Testing & Heat-maps gave better understanding of what need to be finalised. As the deadlines approached we have increased the pace to capture the final iterations and decided to give with the best ux that we had in the end.

• Visual Hierarchy & Balance

• Navigation & Communication

• WCAG Standards

• Background & Visibility

• Text Weight - legibility 

Visual Design

After multiple iterations and with support of wonderful design system that we have, it became easier to picture the content and visuals in a balaned functional way.

Outcome:

• Well placed Entry points (Action Trigger Points)

• Action Items in the Wallet Attitudinal Journey

I have added few UI screens which will give you basic idea of the Benefits.

• Corporate Specific Personalisation

• More dedicated space , engaging elements for creating Intent and awareness among employees

• Referal program 

• Better physical service experience at operations level

• Managing system level roadblocks,  Long-term planning & Shot-term goals (alignment with cross-functional stakeholders)

• Collaborations & Communication for mutual growth 

• Research Insights & Behaviours, direct impact on Design Decisions

• Adding assets to Design System, Library & Consistency

Thank you