Context

Kangtao started as a community-based app to support local SMEs to collaborate, interact, and bring cross-industry deals to consumers. Their core value proposition is recommending good Kangtaos (‘deals’ in dialect) to users to drive more sales and awareness for participating local businesses.

The Problem

The client wanted to start enabling General Insurance (GI) as a leads generation platform on the app, and the team should develop the new function upon the existing app while improving and streamlining user flow.

Goals

How might help users to efficiently find the right insurance that suits their needs?

The primary goal is to drive General Insurance as a leads generation platform and integrate it into the app, as well as optimising the user flow to make it more intuitive and streamlined.

Users

As Vaccinated Travel Lanes (VTL) are slowly introduced in Singapore, Kangtao foresees an increase in people looking to travel and seeking travel insurance plans to cover their trip as well as for COVID-19.

The target audience are young, modern working adult that are tech-savvy and are familiar with using mobile apps to make online purchases.

Discovery & Synthesis

The team conducted the first round of research through four different methods: Desk Research, Heuristic Evaluation, Competitve Analysis and User Surveys.

Through the Heuristic Evaluation, we identified several common themes and heuristic issues which link back to the concept of trustworthy design in UX — users need to trust kangtao app before considering it as a viable platform to get insurance quotations — the challenge is to redesign the app to be perceived as a reliable, legitimate service.

Conceptualisation

A brand guide for kangtao was introduced to increase brand consistency throughout the app. Typography was revamped to create stronger information hierarchy in the user interface. Eye-catching illustrations were designed to strengthen the brand identity, while complemented with simple iconography used strategically on the app.

UI components were also designed to introduce a clear visual system for the interface.

Design Solutions

More intuitive user flow

Onboarding Process

• Simple introduction to Kangtao, to give users context to eliminate confusion

• Redesign interface to follow platform and industry conventions, including common language used in other fintech/insurance apps

Enhance trustworthiness of service

Essential information made transparent

• ‘How to works’ to highlight USP

• Affiliated providers, footnote on policy protection to show legitimacy

• Real user reviews to solidify the integrity of Kangtao

Effective and immediate feedback

Assurance and user control at every step of the way

• Progress tracker and Quotation Summary page

• Pop-ups to assure users action success

• User Dashboard: Quotation Request statuses to keep user informed

Outcome

Usability Testing was conducted with 5 new users to test if they were able to successfully request for an insurance quotation on the app. The testing concluded successfully:

100% completion rate with zero difficulty

100% of the users would use the app in the future

Success

Not only did we successfully developed and integrated General Insurance as a viable platform on the Kangtao app, our design solutions also laid the groundwork for Kangtao’s evolving app to target new customers and build a growing community.

If implemented, our final prototype will likely see the following results:

• estimated 5-10% increase in ease of use

Evolution

With more time, we could continue refining our proposed design solution and build new features on top of it.

• Increase user control and freedom with Personalised Portfolios, where users can view and organise all their policies

• Propose enhancing security features, i.e. register/login with SingPass or FaceID

“It is evident from the quality of work they have produced that these students have understood every requirement and request that we have.”

Dixon Lim
Co-Founder, Kangtao Technology

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