health.com.au are an Australian startup, providing all-online health insurance for over 90,000 Australians at competitive prices. Given their status as an all-online company, their online presence, quoting system, sign up process, CRM and customer login areas need to be tip top. They wanted an invigorated, friendly brand that really shows the modern culture they embody.
The 2013/2014 website was already behind its time when launched, and provided problem after problem for both the company, and the marketing agency that had picked up the deal [full disclosure: I used to work for Marketing Partners]. The biggest problems to tackle were:
Given these challenges and the company’s Agile approach to task management, we set out to solve them with excellent UX and a gorgeous UI.
Solving these issues was no easy task, and we went through several iterations to get to where they are now (and are still revisiting and refining them to this day!).
We had noticed that the engagement of the quoting system was very low – customers were dropping off due to the confusing UI and pricing, hardly anybody was requesting a call or a PDF of the product they were interested, and of course there were absolutely zero signups from mobile devices. The last point was something huge health.com.au thought they were missing out on, and boy were they right!
The first thing we looked at was “why is getting a quote so complex”? Quoted prices rely on location, marital status, age and income due to the complexity of regulated health insurance prices. Instead of bombarding the user with all these inputs, we simplified it to asking for their location and marital status. Already we’d chopped off half the required friction to get a price.
On top of that, we noted from lead and customer feedback that health insurance packages are so complex, the user rarely knows what they are after. For this, we introduced assisted quoting, whereby we ask them what their priority with health insurance was – i.e. cheapest, most tax efficient, best, or for families. These are groups we had settled on by studying the demographics of the existing client base and once again, customer feedback.
What resulted is a beautifully simple (and even fun to use!) quote process, that guides the user down to four (out of a possible 32) products to choose from. If they are still confused, we introduced a “call me back” feature, that allows the user to enter their phone number and request a call back from the sales staff. Since we took a mobile first approach, the quoting system works nicely on both mobile and desktop – previously getting a quote on mobile was next to impossible.
All of this was hooked up to their Pardot and Salesforce CRM, so that the sales team could identify ‘hot’ leads, and keep track of pre and post converted customers.
Quoting is only half the trouble though – once the user has selected a product, we need to capture their details quickly and efficiently to either convert them, or follow up on hot lead.
The old signup form was very verbose, multiple pages and just hard to use – we noticed from analytics that many people were dropping off after two or three pages.
Prior to signup, we prompt the user to enter a name, email address and phone number. This small step was essential in serving the business sales purposes, as we attached all quoting data to the user and pushed it through to the CRM / Pardot Marketing software. A small cognitive load for the user greatly aided the sales team in closing leads.
To combat the complexity of signing up, we made a prototype that put the entire form onto one page, and hid many sections that the business considered ‘nice to have’ instead of ‘must haves’. The new layout also provided context to what they were signing up for, including product information, price, excess and percentage back on their claims. Immediately the simplified page removes lots of cognitive load, as well as makes the process of signing up quicker and more efficient.
The single page layout also made it possible to easily sign up using a mobile device for the first time in the history of the company! This was a huge win, but we didn’t want to stop there. We introduced a feature we called “snap to signup”. Basically after entering their lead details for sales, all the user had to do to signup was take a photo of their license, medicare card and previous insurer card – and that was it! This further reduced the signup time from 5 minutes to around 1 minute. If users were not comfortable doing so, we gave the option to switch to regular signup.
Through this, we noticed an enormous increase in mobile signups – from zero, to 3-4 per week. Desktop signups also increased by around 25% from 5-6 per week to 7-8 per week.
When health launched, they had a clear vision with their products – simple names, simple inclusions. Unfortunately as time went on, more products were added, and the names lost their simplicity – with names like High Basic 75% extras back $500 Excess. This means nothing to the user, only to the business.
Reports from customers and leads showed that they had no idea what they meant – clearly the naming convention was that to benefit the business and not the user.
The solution I came up with was to group the high-level product groups, removing the complexity of extras percentage back and excess. Instead, these were customisable features of the single product ‘High Basic’. Three different product pages because one, and the user got to play around with their product, seeing the difference in price immediately allowing them to make a more informed decision.
The use of cards also highly simplified the product selection process, as previously each product was just a tab on a page. Cards provide a digestible version of the product, that doesn’t overwhelm the user and gives a higher perspective to such a complex product system.
A huge goal of the business was to reduce the load on their call centre. Working with the Customer Service team, we identified the most common questions or problems that the customers were having and created a ‘customer hub’ to address this problem. The issues mainly revolved around the difficulty of finding information, and commonly asked questions such as “what happens when I go to hospital”.
Our customer hub introduced several key features that have lightened the load on the call centre. They include
Claiming online was also a huge issue, as the OMS provided to the fund was clunky, slow, and hard to understand. We developed a mobile friendly claiming web app that allows customers to snap a photo of their receipt and shoot it off to the Claims team immediately. Tens of customers wrote in saying how pleased they were they could claim on the spot, and we were happy we got a huge load off the call centre.
Given these days, all functions for a website must be mobile friendly. Whilst we unfortunately didn’t have the time to develop the website mobile first (there was already a previous test Angular app for mobile), when designing the new site I kept mobile in mind 100% of the way.
Due to this, all the key features work excellently on mobile, and some even have a tailored experience. These features include:
Going forward, I continue to work with health.com.au with general maintenance, bug fixing, and my favourite – new features of feature iteration. We are constantly looking at ways to improve the website, improve conversions, and improve the experience of both leads and customers.
I am extremely happy with my work with health.com.au, and hope this case study has provided an insight to the depth of my knowledge, skill and eye for design.