Research output

IBM Design :: ©2017 IBM Corporation
Workshop Problem Statement

How do we design a journey for a new user that helps
and handholds him in his purchase decision and eases
his buying process so that he on-boards as a happy
customer.

What we Observed

0
20000
40000
60000
80000
100000
120000
140000
160000
18-24 25-34 35-44
Age - Affinity Category

74%
17%
6%
2% 3%
Bupa Pay Claim Renew Plan
Incoming Keyword Analysis

• Age group 27-36 10
• Age group 41-50 10
• Max Bupa customers 12
Face to face and telephonic interviews.
We probed in detail about –
• Insurance related contextual details
• Digital maturity
• Agent credibility
• Perception of the Max Bupa brand
Sample Size
Methodology
20
15-20
mins
User Research Methodology

People prefer comparing,
purchasing insurance themselves.
They do not trust the agent,
according to them agents aren't well
informed
People need transparency of
processes and clear transfer of
knowledge when it comes to claim
settlements and while acquiring
the policy
Post policy purchase: Effective
communication of events and
activities
Credible partner ecosystem:
Association of the insurance
company with the employer helps
instill trust and eases processes
Policy holders below the age of 36 find online research to be very helpful in purchase decisions.
Maximum guidance is needed at the time of purchasing policies and claiming them.
People rely on referrals from
friends and family. There is a
need to check reviews and
feedback before making a
decision
Pre policy purchase:
Personalized recommendations
and customized activities as per
case history
TRIGGERS BARRIERS MOTIVATIONS
Below
35
6/10
4/10 8/10
6/10 6/10
6/10

Procedures and formalities are a
hassle and unnecessary i.e.
medical checkups before
acquiring policy, making
additions during policy renewal
Agents try to upsell, people
would rather make decisions on
their own.
Trusted recommendations from
experienced influencers like
family/doctors make a
difference
For those above 41, maximum research happens through aggregators of banks and insurance company
websites. Self research for financial planning followed by consultation with friends/family/doctors.
Well aware of the pros and
cons, conduct thorough studies
and research before finalizing a
policy.
People are willing to invest a
higher sum as insurance cover
to accommodate elderly
parents along with their kids
and spouse
TRIGGERS BARRIERS MOTIVATIONS
Above
40
Above
35
4/10
8/10
4/10
4/10
3/10

Brand Perceptions
Pros Cons
Bupa is an international
brand. I was a policy holder
in Australia as well
Max Bupa has
promising schemes
I liked Max Bupa
because there was no
DSA involvement
A recommended brand
by friends and family
Prefer Max Bupa due to
the coverage of ailments
Long term policies are taken from Max
Bupa in addition to existing group
policies
Applications
for policy
online is easy
Moved to Apollo Munich
because the premium was
cheaper
Modifying policy online during
renewal is a tedious process
Lack of proper communication with
respect to health checkups
Notifications and emails are
often considered to be
spam
When you buy policy, premium
is low but upon renewal, costs
increase
Inability to get prompt assistance
through different channels
Post policy customer service
from Max Bupa is poor

Requirement for
handholding exists but
not necessarily
through agents
Questionable
credibility
Trusted only when
recommended by
family/friends
Upselling without
complete
information
Certification for
agents
Are agents
necessary?
“I liked the website
because there was
no DSA involved”
“Agent bolega yeh le lo
woh le lo, mereko jo
comfortable lagta hai woh
main jaake le loonga”
“I am comfortable
handling it on my
own rather than the
agent.”
AGENT
PERCEPTION
S

Myths of Insurance
Public sector claim
processes are
easier
Cashless is a
difficult process
All costs can be
reimbursed via
insurance
Paying a large
premium insures you
against most costs
Claim can be
covered as soon as
you purchase the
policy
Medical tests are
a hassle and
unnecessary

Moments of Truth
Communication- Email and phone
Email notifications
Contacting customer care
On ground events
Health checkups
Marathons/Walkathons
Aggregators
Policy Bazaar/ BankBazaar –
reviews and ratings
Application, renewal and claim processes
Hidden terms and conditions
Schemes
Value added services
Word of mouth
Referrals – friends, family
Doctor recommendations
Partner ecosystems
Associations with workplaces and
organisations
Hospitals that are easily
accessible

TRANSPARENCY
Virtual kit –Welcome kit introducing the scheme and detailing the relevance and
breakdown of procedures post purchase of policy. Notifying the calendar of events as a
part of the scheme.
Best practices and use cases – a committee of experts that
provide best cases that patients can refer to
Reviews and
recommendations/comparisons
from customers on the insurance
company website
Estimations on percentage of expenditures
accounted for at different stages of the
medical journey
Designated Max Bupa Buddy Assist programs –
assigned buddies to help with roadblocks
Bundled payment inclusive of avoidable
complications so that the price to the patient does
not increase in these situations
Link to price estimate from hospital on
insurance policy website

Piyush Sethia
Risk Management Professional
45
Married
Gurgaon
NEEDS
• A policy that has more coverage of ailments
and a brand that is trustworthy
• Easy access to hospitals in the vicinity that
covered by the scheme
• Prompt responses to his queries
• Assurance that his family is looked after
PAIN POINTS
• Has to do everything himself
because he is wary of agent credibility
• Tedious claim settlement and
renewal processes
• Doesn’t have enough time to exercise.
Recently purchased a fitness tracker to
motivate him.
AGGREGATOR SITES
• Recommendations from friends and
family
• Doctor’s referral
“ I want to sleep peacefully at night knowing someone has us covered”
MOTIVATIONS
• Financial security for his family
• A positive experience with insurance
similar to that which friends and family
have had
• To maintain a healthy work-life balance
Insurance cover
Digital comfort
Life stage
Leads a stressful life with tight deadlines. Due to his busy lifestyle, he expects efficiency in all his
interactions. His Mother had a health complication in the recent past which was an eye opener. Piyush
has a group insurance policy with GE and an external 17 Lakh policy cover for his family.

Emails first, but received unsatisfactory
response. Not happy with customer service.
Not proactive enough
Mera doctor bola, kuch hua
toh who log pura
dekhengey isliye liya
I am comfortable handling it on my own rather than
the agent
There was an online facility to post
questions and someone would call you. I
posted the question but the call came
several days later. That wasn't good
My brother had Max Bupa policy so he
recommended the policy to me and I
bought it online
My parents are not living with me
but under health insurance they
are covered
They said I have to get health check up, no
communication on where to get it, how to get it

Upasana Sharma
Senior Strategy Consultant
32
Single
Mumbai
NEEDS
• Transparency and guidance through the claim
settlement process
• Personalized recommendations as per her
needs while purchasing a policy
• Constant support from friends and family while
making decisions
PAIN POINTS
• Hidden terms and conditions
• Inability to determine the next steps
• Doubts the knowledge and credibility of
agents
• Confused about acquiring an external policy
or upgrading the existing one, and the
procedure that accompanies the same
• Absence of a single point of contact for
assistance
AGGREGATOR SITES
• Recommendations from friends and
family
• Doctor’s referral
Insurance cover
Digital comfort
Life stage
“ I told them that my policy covered it, but they didn’t listen”
MOTIVATIONS
• To climb the corporate ladder
• To maintain a healthy lifestyle by staying
fit and active
• To save money for the future
Upasana has been working in IBM for 2 years. She looks to her father for financial advice and has
group insurance from IBM for 3 lakhs. Upasana recently underwent a small surgery and found the
cashless settlement process to be extremely tedious. She was also surprised that pre and post surgery
expenses weren’t covered under her policy.

The claim settlement process is a hassle.
Terms & conditions have hidden clauses
which can be seen only later
I don't need a person doing
everything. Doing it online
myself is good
Would like transparency in offerings. They need to be
specific about conditions covered, don't want to look for
that in a 100 page agreement
Need trustworthiness, longevity, easy claim
settlement. For engagement: don't want to
call/register. Prefer completing the process
in couple of clicks
Feel like online purchase is easier. We
can compare and know policies, agents
might hike some information while
telling it to us
Easy claim settlement: maintain
transparency, handholding and
give a clear picture
Easy claim settlement: maintain transparency,
handholding and give a clear picture

Persuasion Emotion Trust
How can Insurance use PET techniques to convert online

Persuasion
Authority
Contrast
Limited Duration
Urgency
Social Proof
Emotion
Aesthetics
Goal Setting
Knowledge of Results
Delight
Social Contagion
Trust
Quality Content
Argue against Self
Affiliations &
Certifications
Testimonials

Building Authority in Insurance

Scarcity in Insurance

Building Urgency in Insurance

Social Contagion in Insurance
#ILoveMe campaign
#DoTheDifficult

Social Proof in Insurance

Behavioral processing in Insurance

Knowledge of results in Insurance

Delighting Insurance Users

Affiliation and Certifications in Insurance

Research output

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Editor's Notes