Gokul's Portfolio

Increase in Health insurance sales conversions

Role

Design Manager

Design Team Size

Functions Involved

Design, Tech, Product

Background

Navi Insurance Tab has an average visits of 300K users, however, the conversion is very less around 0.048%
(145 Policies). This project aims to increase CTR and increase in sales.

My Role

As the design lead in the stream, I had to closely work with GPM, lead the design, research, come up with design driven solutions to ensure the conversion is improving.

Who are the users

Navi users who are earning middle income, aged 24 - 35.

Defining Success metrics

Increase CTR from insurance tab to Quote creation

Increase in no of policies sold

Problems with the existing version

Insights from User Research + UX Audit

Customers did not trust the brand:

Users lacked confidence in Navi’s credibility, due to weak social proof, unclear company background in health insurance.

Landing screen contents are not convincing:

The page failed to communicate Navi’s value proposition clearly, lacking strong messaging, transparency, and differentiation from competitors.

Not enough plans to choose from:

Limited plan options made users feel restricted, especially compared to competitors offering more flexibility and customization.

Unclear health insurance benefits:

Users struggled to understand what benefits Navi offered, it was not shown properly.

Users unaware they can change health cover amount:

The option to adjust coverage wasn’t prominently communicated, making users miss out on customization opportunities.

Not compelling compared to competitors:

Navi lacked strong differentiators, with competitors offering better transparency, benefits & plans.

Fear of claim experience:

Users worried about claim processing, due to unclear information, and missing assurances like fast claim guarantees.

Where users dropped off

89.3% dropped off on the landing page (~32,100 continued)

99.2% dropped off before a quote was created (~2,400 reached the quote)

99.95% dropped off before purchase (145 policies sold)

How might we solve these issues?

According to the insights we started analysing the flow and mapping them. The Pain points were majorly from two key screens Insurance Tab and Quote created screen.

Mapping the painpoints

Other Insights from this screen

Users were not able to find what all benefits does Navi Health provide
The contents in the landing screen are not convincing enough
Not enough plans to choose from
There’s no clear indication that Insurance can be bought for their family or dependents as well

Users were not able to find what all benefits does Navi Health provide
The contents in the landing screen are not convincing enough
Not enough plans to choose from
There’s no clear indication that Insurance can be bought for their family or dependents as well

Other Insights from this screen

Only ~6% of users who received a quote went on to buy. About 94% dropped off at this screen.
Irrelevant info in the screen keeping users in a confused state

Only ~6% of users who received a quote went on to buy. About 94% dropped off at this screen.
Irrelevant info in the screen keeping users in a confused state