PROJECT BACKGROUND:
MTN South Africa, a leading telecommunications company, sought to enhance its insurance services, which include device insurance, contract protector, and funeral insurance. With the growing demand for digital solutions in the insurance sector, MTN aimed to create a seamless user experience that would simplify the process of purchasing and managing insurance products.
The objective was to design a user-friendly platform that aligns with MTN's brand identity while catering to the needs of diverse customer segments.
CHALLENGES:
Complexity of Insurance Products: Users often found insurance products confusing, with unclear terms and conditions, making it difficult for them to choose the right options.
Diverse User Base: MTN's customer base includes individuals from various demographics, including different age groups, tech-savviness, and financial literacy levels.
High Abandonment Rates: Initial user testing revealed a high rate of abandonment during the purchasing process, indicating that the current flow was cumbersome.
Integration Issues: Ensuring smooth integration with existing MTN systems posed technical challenges, especially regarding data synchronization and security.
SOLUTIONS:
User-Centered Design: Conducted extensive user research to gather insights on customer needs and preferences. This informed the design process and helped simplify product offerings.
Simplified User Interface: Developed a clean, intuitive UI that presents insurance options clearly, using straightforward language and visual aids (like icons and infographics) to demystify complex terms.
Tailored User Journeys: Created personalized user journeys based on user personas, allowing customers to choose paths relevant to their specific needs. For instance, a dedicated flow for device insurance that highlights benefits, costs, and claims processes.
Interactive Features: Incorporated interactive elements, such as a chatbot for real-time assistance and a premium calculator that helps users understand costs based on their selections.
Responsive Design: Ensured the platform is fully responsive, providing a consistent experience across all devices. This included touch-friendly elements for mobile users.
I made sure that the html part was easy to read and made comments where neccessary for the php developer to implement modules and wordpress plugins.
RESULTS:
Increased Engagement: User engagement metrics showed a 40% increase in time spent on the insurance platform, indicating higher interest and interaction.
Reduced Abandonment Rates: The optimized checkout process resulted in a 30% decrease in abandonment rates during the purchasing phase, significantly improving conversion rates.
MOCKUP:
