MY ROLE:

UI Designer, UX Designer, UX Researcher

TIME SPENT:

4 weeks (Dec 2023 ~ Jan 2024)

TOOLS USED:

Figma

Miro

Google Meet

MY TEAM:

Akanksha Gaur

Caley Zheng

Jady Lee

Julia Kan

Lauryne Yeung

Parthavi Patel

Problem Statement:

Unable to be independent and depending on other hotels and services to sell their travelling insurances.

What they wanted:

• To have their own working site

• Generate more sales for the packs and services directly from their sub-company

• Browse and get information for travel destinations to retain customers

Objective & Goals:

• Make a design that encourages user to purchase travel insurances

• Research and understand more of the Hong Kong Market and the demands

Reflections:

During the development of the project, we encountered a few issues:

• When conducting the qualitative research, we collaborated with clients to recruit genuine Bravel blog and Yas Insurance users. However, the recruitment process did not meet our ideal expectations and we had to recruit other candidates who were willing to help conduct the survey and testing.

• Despite managing to engage with 3 authentic users and receiving valuable feedback during those interviews, it would be better involving a larger number of real users would have provided us with a bigger picture to explore potential solutions not just to existing users.

• We did not have enough graphical content or context to fill up our prototype and with the constriction of time, we could not polish up the final prototype to present.

Lessons Learned:

After the project, we learnt that certain aspects can enhance the overall experience: 

• Trustworthiness is prior checklist in Insurance world. During the research we find out users trust in online services are not high, they prefer sites that are recommended by friends & family, it is important to build trust with your customers.

• Customer reviews & feedbacks section can be added on Bravel Blog to develop trust & confidence of user.

• We will indefinitely need to press the clients to provide the relevant resources in order to increase efficiency and to make the best use of the project.

Pain Points:

• No awareness of YAS Insurance on Bravel blog, insufficient language choices available on the Bravel travel blog

• Navigation on the Bravel blog could be enhanced for a more streamlined user experience.

• Excessive amount of information on the travel blog, with irrelevant information present on each section.

• User expressed concerns about the user interface on the Bravel blog. This may potentially discourage users from further exploring the site.

Research:

Solutions:

• Yas Insurance button can be added on Bravel homepage to navigate easily to insurance website. 

• Special designated space can be created promoting YAS Travel Insurance, establishing a relationship between both websites & awareness about Yas product.

• Customer reviews & feedbacks section can be added on Bravel Blog to develop trust & confidence of users.

• Bravel blog need to reduce related information on front page and to be more easy to navigate with more organisation.

Survey + Takeaways:

Conducting roughly around 10 different interviews (which we meshed together with surveys and usability testing for those who were available and willing to take some time to carry out)

• A lot of the local Hong Kongers found the current layout quite nostalgic

• More younger or foreign candidates found it overwhelming and condensed

• Common take away:

  • The layout of the information and how old some of the posts were, discouraged users from finding credibility to the information.

Conclusion of Survey:

• Majority failed to notice that travel insurances can be purchased within the blogs

• Placement was discrete and not obvious that it was hosted by YAS