Insurance assistance
Personal Driver Service - App flow
Personal Driver is one of the services included on the Car insurance plan. It allows user to book a driver in an easy way to pick them up and drive their car.
The experience is one of the assistances available through the insurance app, where users can request the service, see real time updates on the driver’s arrival and track the full ride to the destination. All in easy to use, intuitive and short steps digital flow.
My role
Product Designer
Project type
Responsive App, Product
Timeline
March–Jul 2022
Tools & skills:
Research, Data Analysis, UI Design, Prototyping, Design System, Figma
Context
As part of the strategy of making process and user journey more agile due to increase users satisfaction, the company decided transform key services into digital experiences included in the Car insurance. The first service to be digitalized was Personal Driver.
This services was already available offline through call center where customers used to , but the process was long with no visibility of the driver’s arrival and low ratings.
Problem
When car insurance customers rated the Personal Driver service the numbers were low in key indicators:
The challenge
Job to be done
How to improve user perception and satisfaction of Personal Driver service by providing a digital experience that solves key pain points of the offline process version. With shorter, easier to use flow that ensure visibility and safety at every step.
Approach
A Design Thinking approach helped to have a clear roadmap on the process. First we ran research focused on understanding main user’s pain points and limitations of the current offline process. This helped to define the new digital experience.
Research
User interviews
We conducted interviews to understand reasons of the the low satisfaction ratings. Using an Empathy Map helped to have an overview of users’ insights about the service (emotions, needs, thoughts and frustrations):
Key Insights and pain points
Booking and request the service through the call center
Felt confusing and slow process. Long calls, too many options, long validation.
Poor understanding of how service works
How often can request it based on the policy.
Not knowing the coverage area
In this case users don’t receive any assistance.
Desk research
AS IS offline process analysis
The offline experience and touchpoint with user were analyzed and mapped the back office areas that were involve to understand the full process.
Using a Customer Journey Map helped to identify user key pain points on touchpoint at each stage of the process.
Main Takeaways
Based on all the research insights, it was define what users expected from the service, and helped shape a new To be journey
Online booking needed to be simple and fast
Call center bookings were the painful part for users, long process on identity validation and lack of service visibility.
Coverage area
the digital process needed to validate coverage area on early steps to avoid confusion.
Relevant information
Like service availability and driver’s information should be shown while booking. This reduce users uncertainly.
Design
Digital experience was designed based on the research findings, considering 3 key moments:
Booking the service
Provides all the relevant information users need to know: coverage, how the service works, restrictions & conditions, etc.
Users confirm who will take the service (other person or policyholder) by confirming the information.
Users enter the pick up and destination address, along with date and time.
A reminder is also shown with required documentations for the service. And the request is submitted.
Confirmation and Tracking to Pick up
Service confirmation would be sent by three channels: WhatsApp message, email and by a confirmation card on the home app.
When driver is on the way, card changes status form “confirmation” to “On the way”. Users can track the arrival in real time, see the driver details and estimated arrival time.
A notification is also sent once the driver reaches the starting point.
Tracking to destination
When starting the trip, users would visualize the details (driver’s name, estimated time, pick up and destiny locations).
The option to share the trip tracking (on a external web) to someone else was considered for security reasons, based on users concerns.
Contribution to the DS
Map components designed in this flow were later scaled and incorporated to the Design System’s library
Iteration and improvements
Five months after launching the Personal Driver Service digital flow in the app the data analysis identified a drop-off on Pick-up and Destination steps:
Pick-up location:
60% abandonment
Destination:
31% abandonment
Current location edition
An hypothesis was users struggle to find and select their exact location when using the map. In Hotjar recordings it was confirmed; during interaction, when moving around the map there was a loading delays. Also when users try to edit an address already filled (input field) it deleted all the address info filled before, caused confusion and drop-offs.
These pains were reviewed with the development team, prioritized at backlog and fixed.
Help button
Data showed that 16.7% of users left the flow after clicking the “Aló RIMAC” button when filling the pick-up input field and 4% on the destination one (lower but still relevant).
To avoid this exit point, the option was removed in that step.
Impact
CSAT:
4.0
NPS:
9
Task success rate:
84%
Key learnings
Mapping the AS IS offline process
Identify user pain points at each touchpoint and understand which back-office team were involved on the process, was crucial to define the new app flow.
Checking data
Regular data review is important to detect possible failures at each step, especially when they come from technology issues.
