YAS Insurance & Bravel Travel Blog
Revamping travel experiences and fostering travel awareness
Info
Yas is a company in the insurtech industry that utilizes blockchain technology to provide on-demand micro-insurance. Bravel, a travel blog under the YAS group, offers users travel information. The company's mission is to transform insurance for the upcoming generation by making it (fast, affordable, caring, and flexible).
Prototype
Please play around
Lets talk travel
Do you know the most popular destinations frequented by Hong Kong travelers? ......
Statistic
Based on a 2023 research* conducted by Klook 2023, (3412 Participants, 18-59 Age group) based in Hong Kong people travel behaviours.
Studies shown that the top 5 favourite place Hong Kong travelers love the most is (in order): Japan, Taiwan, Thailand, Korea, Europe.
Research indicated that 60% of travelers plan to travel once per year, 69% plan to travel 2 times per year.
60% of travelers plan to travel 4-7 days during a trip and 25% plan to travel 8-15 days during a trip.
The main concern during travel are:
Budget 47%
COVID 46%
Flight delay & cancellation 34%
Travel purpose includes (in order):
Cuisine, Attractions, Shopping, Relax and Culture
This UI/UX project aims to explore strategies to engage with Hong Kong travelers on Bravel travel blog and integrate insurance offerings.
Problem Statement
Unlocking the potentials of Travel Experiences
How might we improve the user experience for travelers (target client) who seek a comprehensive and value-added service?
How might we enhance and integrate insurance offerings on Bravel site to drive sales effectively?
Objective
Our objective is to identify users' pain points and preferences when planning a trip, as well as determine the factors that prompt users to purchase travel insurance.
Focus
We will focus on how to achieve Customer Stickiness and persuade users to buy travel insurance.
Design Process
Empathize
User Research
User Interview
Synthesis
Define
User Persona
User Journey
Goal Statement
Ideate
Brainstorming
User Flow
Design
Wireframes
Visual Design
Prototype
Test
Usability
Survey
Improvements
My Role
UIUX Designer
(UX Research)
(UI Design)
(Usability Testing)
Tools
Figma (design)
Miro (research date)
Maze (usability testing)
Google Meet (conduct interviews)
Timeline
Week 1 (Research & Discover)
Week 2 (Research & Define)
Week 3 (Define & Ideation)
Week 4 (Design & Prototype)
Research
The Process
An overview of the process of our research
Competitors Analysis
We identify three main travel insurance competitors
AXA
- THough it is all packed into one page, they give many options to users
- The key points of concerns are all under one page to avoid so many clicking
Prudential
- Storytelling format, using highlight quotes/slogans to attract customers attention using the brand colors
- Minimal & shows 3 main cards at a time - to not overwhelm customers
FWD
- Allows users to choose what options in relation to insurance they want to select to receive quote on
- Straight forward, highlights their recommended plan (aggressive marketing)
Interviews Questions
Targeted questions
Demographics
Participant: 6
Age group: 24-45
Occupations: Bankers, Information Technology, Insurance, Teachers, Students.
Qualitative Research
We carry out Qualitative Research and focus on 3 main points:
- User Travel Behaviours
- User Usability Testing
(on Bravel & Yas Insurance app) - Travel Insurance Buying Behaviours
- Understanding on YAS Insurance
- Feedback & Suggestions
Highlighted Questions
- What is the durations & frequently of travel?
- What travel blog they visit for information?
- What are the pain points of Bravel Blog users?
- What are their purpose and motivation of buying travel insurance?
- What factors encourage them to buy?
Affinity Mapping
We summarised all information from the interviews
Key Findings
We find out the motivation & purpose travelers buy travel insurance includes
Motivation & Purpose to buy travel insurance
- Concern of flight delay, cancellation, layover flight coverage
- Protect from injury & avoid hassle
- Lost of personal belongings
- Concern of Medical Expenses
Factors encourage them to buy travel insurance
- Promotion Codes & Coupon
- Reviews & suggestions online
- High or low risk destinations
- Concern reminders
Usability Testing
We ask interviewers to navigate through Bravel Blog & try to find any area to connect them to YAS Insurance
Key Findings
- Users found the navigation cumbersome & confusing
- Users are not able to establish relationships between Bravel & Yas Insurance
- Search results direct users to irrelevant blog content
- Frustrated with overwhelming info & options
Empathy Map.User Journey Map
Identify key audience segments and potential journey
Pain Points
Identify the critical pain points experienced by users
1
No awareness of YAS Insurance on Bravel blog, insufficient language choices available on Bravel travel blog
2
Navigation on the Bravel blog could be enhanced for a more streamlined user experience.
3
Excessive amount of information on the travel blog, with inaccuracies present in each section.
4
User expressed concerns about the user interface on Bravel blog, may potentially deter users from further exploring the site.
Solutions
Identify the potential solutions for starting the design
1
Yas Insurance button can be added on Bravel homepage to navigate easily to insurance website.
2
Special designated space can be created promoting YAS Travel Insurance, establishing a relationship between both websites & awareness about Yas product.
3
Customer reviews & feedbacks section can be added on Bravel Blog to develop trust & confidence of users.
4
Bravel blog need to reduce related information on front page and to be more easy to navigate with more organisation.
Ideations
Site Map
Sitemap was created to understand the hierarchy of the web
User Flow
I identified the potential paths users will navigate through the web
Responsive Wireframes
I choose Option 2 sketch wireframes because it provides a clear separation for each contents: Search bar, Yas Mission, Travel blogs, Travel Tips, Yas Insurance and Testimonials
Responsive UI.Clients
Here is the finalized UI design, showcasing the user navigation experience through the homepage and screening page
Usability Testing. Design Iteration
Participants: 6 , Age group: 26-45, Hong Kong citizens
Users' Pain Point
User finds it confused that there is no statement about what the company offer.
Solution
Have a small introduction of Yas Mission on the main page will help users have a better understanding of the products they sell.
Users' Pain Point
User would like us to have a FAQs sections so that they can browse through information easily.
Solution
Include a FAQs section will provide users a quick access to the travel tips.
Reflections
Analysis of areas for enhancement and suggested improvements
Biggest Challenges
As we designed and understood the project more, we found a few challenges we faced during this research:
- Throughout the Qualitative Research phase, we collaborated with clients to identify genuine Bravel blog users and Yas Insurance users. However, the recruitment process did not meet our ideal expectations.
- Despite managing to engage with 3 authentic users and receiving valuable feedback during interviews, we believe that involving a larger number of real users would have provided us with a broader range of insights to explore potential solutions.
Lessons Learnt
After the project, we learnt that certain aspects can enhance the overall experience:
- Trustworthiness is prior checklist in Insurance world. During the research we find out users trust in online services are not high, they prefer sites that are recommended by friends & family, it is important to build trust with your customers.
- Customer reviews & feedbacks section can be added on Bravel Blog to develop trust & confidence of user.
Solution 1
AI Itinerary
- An AI Itinerary for trip planner can have a fundamental impact on bring the traffic you want into your site, a visually appealing user interface that's easy to navigate and find your desires content is beneficial when users want to simply make a quick search on information they look for.
- AI can help users look for best deal and encourage users to make a hotel bookings and therefore increase the chance of them buying a travel insurance.
Solution 2
Credit Worthiness
- It was very important for insurance company to display expertise on what they are selling, is a great way to build trust through demonstrating knowledge of your insurance products & understanding what is beneficial to your clients.
Solution 3
Connect same UI Interface between Yas and Bravel web
- Findings from Qualitative research suggest that most users are not able to connect Bravel blog with Yas insurance as both pages are very different.
- Applying elements from Yas Insurance site to Bravel can help users have a better understanding of how the company structure, therefore increase trust and bring sale conversions.