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Health Insurance
Health Insurance Experience Redesign
Redesigning the end-to-end health insurance purchase journey to improve conversion, reduce drop-offs, and simplify decision making for users buying policies for themselves and family members.
01 Problem
Where the journey was broken
Confusing member selection
Users struggled with who-to-insure logic; complex family combinations created confusion and dead ends.
Form drop-offs
High abandonment during medical declaration and proposer detail forms due to long, unguided inputs.
Poor plan discovery
Filters and plan comparison lacked clarity, leaving users unable to make confident decisions.
Reactive error handling
Errors surfaced after submission rather than being prevented inline, causing frustration and re-entry.
02 Baseline
Where we started
03 Goals
What we set out to achieve
- Increase overall conversion by reducing funnel drop-offs at every stage.
- Simplify family member selection for varied combination scenarios.
- Improve form completion through preventive error handling and inline guidance.
- Make plan filtering and comparison intuitive so users find the right plan faster.
- Reduce time to purchase by streamlining decision points across the journey.
04 Design
Eight areas of redesign
Member selection
Converted to modular chips with real-time logic and progressive disclosure for separate-policy cases.
Guided forms
Inline validation, contextual hints, smart defaults, and reduced redundant fields lowered error loops.
Family complexity
Covered real-world combinations through inline nudges and system-driven constraints instead of silent failures.
Plan discovery
Pre-applied filters and clearer bottom-sheet filtering helped users compare and decide faster.
Add-ons
Grouped optional upgrades with price tags and benefit summaries to reduce cognitive load.
Medical declaration
Started with a binary decision and expanded only when needed, making dense forms less intimidating.
Error handling
Moved from reactive errors to preventive field-level validation with clear, actionable messages.
Post-purchase
Created clearer confirmation states and a feedback moment to close the insight loop.
05 Impact
Results after redesign
06 Reflection
What this project reinforced
Reducing friction across the entire funnel and improving clarity in complex family scenarios led to faster decision making and strong uplift in conversion.
The biggest lesson: preventive design always outperforms reactive fixes. Catching errors before they happen through smart defaults, inline validation, and progressive disclosure had a compounding effect across every stage of the journey.
