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2019 — WIREFRAME, UI MOCKUP, 2D ANIMATION

2019 — WIREFRAME, UI MOCKUP, 2D ANIMATION

Clearly Surely

Clearly Surely

Singapore

Singapore

OVERVIEW

A site that is focused on educating consumers about Life Insurance.

It is the only site that compares 7 product classes of Life Insurance - something that no other entity has ever come close to achieving.

DURATION

Oct 2019 - Mar 2020

Stopped due to COVID-19 Spread

MY ROLE

UX/UI Designer

Illustrator

2D Animator

TEAM MEMBERS

Menna Fahmy
Menna Fahmy

Problem

A low conversion was being detected between the number of users starting the registration process and the number of users who successfully complete it.
Clearly Surely’s new and potential users take too much time filling their personal and financial information which are mandatory to start analysing their financial situation.

A low conversion was being detected between the number of users starting the registration process and the number of users who successfully complete it.
Clearly Surely’s new and potential users take too much time filling their personal and financial information which are mandatory to start analysing their financial situation.

Alan (Project Manager)’s customer interviews later showed that users either get bored or they get tired of filling in all this information, or they just close the window.
Marketing said they had to pay 6x more to get these users back and continue the process.

Alan (Project Manager)’s customer interviews later showed that users either get bored or they get tired of filling in all this information, or they just close the window.
Marketing said they had to pay 6x more to get these users back and continue the process.

Research

What data do we want users to fill in?

= Low conversion

DESK RESEARCH

Registration info

  • Name

  • Phone number (and verification)

  • Email Address

  • Password

Personal Info

  • Set of 16-24 questions that measure user financial behaviors and knowledge

Quiz

  • 2-5 questions to make sure the user is acknowledged of what type of financial service he is signing up for.

Policy Info

  • Type of policy

  • Relevant plan

  • Upload policy

  • Browse files and upload

  • Fill policy info manually

  • Policy info

  • Policy type

  • Company

  • Id

  • Policy number

  • Start date

  • Maturity date

  • Premium type and amount

  • Policy coverage

  • 7 types of selectable coverage areas with their customized options based on type

Scenario Analysis

  • 4 Scenarios that educate users of how much they gonna need in case of crisis like Premature Death and Serious illness

Shortfall Analysis (Results)

HMW…

Mainly I had two main problems here and stated them in two phrases:

Mainly I had two main problems here and stated them in two phrases:

  1. How Might We make this process more engaging so Users Would Love To Do It?

  2. How Might We make the users finish filling their personal and financial info in no more than two visits?

  1. How Might We make this process more engaging so Users Would Love To Do It?

  2. How Might We make the users finish filling their personal and financial info in no more than two visits?

Suggested solutions

= Reduce effort

= Reduce boredom

  1. Divide process into phases (Progressive Disclosure)

  1. Divide process into phases (Progressive Disclosure)

  1. Divide phases into steps

  1. Divide phases into steps

  1. Enable minimum features after few steps (Lazy Registration)

  1. Enable minimum features after few steps (Lazy Registration)

  1. Rewards based on progress

  1. Rewards based on progress

  1. Rank and Achievements

  1. Rank and Achievements

  1. Use website character (Corgi)

  1. Use website character (Corgi)

  1. Entertaining illustrations

  1. Entertaining illustrations

  1. Divide process into phases (Progressive Disclosure)

  1. Divide process into phases (Progressive Disclosure)

Helping users to detect where they’re, How much effort they still have to do, and empowers the need to complete progress.

Progress always show up after the user has already completed at least one phase; That’s how they feel encouraged to continue.

Estimated Efforts:

Estimated Efforts:

Easy To Implement

Easy To Implement

Estimated Impact:

Estimated Impact:

Medium

Medium

  1. Divide phases into steps

  1. Divide phases into steps

Adds another layer of progressive disclosure that makes users fully aware of their progress.

May backfire if it’s not well divided that it is too hard to step forward.

Estimated Efforts:

Estimated Efforts:

Easy To Implement

Easy To Implement

Estimated Impact:

Estimated Impact:

Medium

Medium

  1. Enable minimum features after a few steps ( Lazy Registration & Kairos design pattern )

  1. Enable minimum features after a few steps ( Lazy Registration & Kairos design pattern )

Found out that some of Clearly Surely’s small features are easy to be enabled without having all of the user’s data.

AutoSave users’ progress would be useful for this practice.

Estimated Efforts:

Estimated Efforts:

Medium

Medium

Estimated Impact:

Estimated Impact:

High

High

  1. Rewards based on progress

  1. Rewards based on progress

  1. Rank and Achievements

  1. Rank and Achievements

Adding a sort of gamification to the process may increase the chance that a user would complete their info efficiently.

It’d also impact their experience in the website after registration and work as activating method.

Estimated Efforts:

Estimated Efforts:

Medium

Medium

Estimated Impact:

Estimated Impact:

High

High

  1. Use website character ( Candy )

  1. Use website character ( Candy )

  1. Entertaining illustrations

  1. Entertaining illustrations

*My animation for introducing Candy for the first time to users

Candy ( The Corgi ) is the beloved character of the website, until now it’s only used to point on the important information only.

Using Candy to entertain users and increase engagement and lovability of the website was one of the solutions we all agreed on. And made some efforts to reduce development hassle in implementing it.

Estimated Efforts:

Estimated Efforts:

High

High

Estimated Impact:

Estimated Impact:

High

High

Formed solutions

A) Progressive Disclosure

A) Progressive Disclosure

B) Lazy registration ( Kairos )

B) Lazy registration ( Kairos )

C) Gamification and Entertaining illustrations

C) Gamification and Entertaining illustrations

  • Earning KPs and Gems after every step.

  • Earning KPs and Gems after every step.

  • Every step and KP earned trigger a reaction by Candy based on the situation and your answers.

  • Every step and KP earned trigger a reaction by Candy based on the situation and your answers.

  • Every “Mission” fulfilled successfully awards the user a badge “Achievement”.

    • Users can gain up to 46 achievements badges and show them on their profiles.

    • They can also earn these badges by filling in extra info accurately.

  • Every “Mission” fulfilled successfully awards the user a badge “Achievement”.

    • Users can gain up to 46 achievements badges and show them on their profiles.

    • They can also earn these badges by filling in extra info accurately.

All Coming Together

Adding Info Example Card

Policy info

Scenario analysis

Ranks and Achievements

COVID-19 spread on March 2020

COVID-19 spread on March 2020

Sadly we had to cut our journey short because of the unstable business status in Singapore due to the Covid-19 spread

Sadly we had to cut our journey short because of the unstable business status in Singapore due to the Covid-19 spread

All Case studies

Note Recorder

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