Insurance Vertical

-By PeepalDesign

1

UX index competitive analysis of

Acko, Bajaj Allianz, HDFC Ergo & New India Assurance

Proprietary + Confidential

One of the main points of the user centered design process is the need to improve

Unless we measure, we will not know if we have improved in a meaningful way.

3

*This benchmarking is derived from our database as on August 18st 2022

POOR

GOOD

EXCELLENT

Northstar UX INDEX

Acko is the benchmark for auto-insurance

POOR

GOOD

4

A Good UX Scorecard…

MEASURES

ATTITUDES

How users feel about their experience

MEASURES

ACTIONS

How users behave on the app or website

Proprietary + Confidential

5

Usability

Ease with which I can use an app or website to do what I want to do

Learnability �Ease with which I can learn to use the app or website, without help from anybody

Desirability �The app or website looks attractive and exciting to use

Immersion �App or website is absorbing and enjoyable to use

Personalization �App or website adapts to my interests and past behaviour

Usefulness

App or website helps me to reach my goals or needs

Components of UX Scoreboard

​

*Calculating users expectations

Proprietary + Confidential

6

1. It easy to find information & features on this app
2. The app was easy to use
3. Information is well organized on this app/ website
4. The app is very responsive to my inputs

​

1. I easily understood the words and icons used in this app/ website
2. I can learn how to use this app without a great deal of thought

​

1. This app suits my needs

​

1. Information and features provided are personalized for my needs
2. This app remembers what I did and where I left off

​

1. This looks like a high quality app/website
2. I like the look of the app/website
3. It was exciting to try out the app

​

1. This app attracted and held my attention
2. I enjoyed discovering information & features in this app
3. I was fully absorbed in what I was doing on the website
4. This app does not require a lot of mental effort to use

USABILITY

USEFULNESS

LEARNABILITY

PERSONALIZATION

DESIRABILITY

IMMERSION

5

1

10

UX Scoreboard Statements

*Calculating users experience

Proprietary + Confidential

Overall

7

Proprietary + Confidential

8

*This benchmarking is derived from our database as on August 18st 2022

POOR

GOOD

EXCELLENT

Acko was one of the most common and popular platform for buying an insurance online

​

Acko provides a simple experience to buy a motor insurance because users have to fill less details as compared to other platforms

​

Users want the vehicle details such as chassis number etc to be prefilled by the app once they give their registration number

​

Users did not liked that they had to refill all the data again and again as their was some technical issues (NIA) or because the session was timed out (HDFC)

​

Users want the app to make them understand technical terms like NCB, standalone etc., So that first time users who have zero or less knowledge of Insurance can also easily buy an insurance online

​

Users are unable to reach the payment page in New India Assurance, because of technical errors

​

PeepalDesign UX INDEX

POOR

GOOD

EXCELLENT

POOR

GOOD

EXCELLENT

Acko is the benchmark for auto-insurance

POOR

GOOD

EXCELLENT

Proprietary + Confidential

9

TSR Score: Unassisted TSR x (1) + Assisted TSR x (0.6)

Behavioural Score - Task Success Rate

91.88%

Top quartile

85.50%

Low Quartile

*Top quartile is average of UX Index received by all apps, in the database, falling in the ‘Excellent’ quartile.

Proprietary + Confidential

10

Usability Expectations

• The ability to navigate easily through the insurance platform and getting a reasonable and economical quote for their vehicles are expected by the users
• The minimal steps for adding personal information and vehicle details is preferred by the users
• Users desire to pay their insurance premium rapidly with less efforts
• Online insurance platforms are not regularly visited websites so guidances through dialogue box, tutorial, examples, and know more options in each step is appreciated by the users
• Users appreciated the platforms that included clarity of what features are covered and not covered under the particular insurance plans

Usability Benchmarking

82.25

Top quartile

73.35

Low Quartile

Acko was easy to use to get a quote, select an add-on, and to do the payment . The platform had simple flow to get to the payment screen, which made it easier for the user to use the platform

Proprietary + Confidential

11

Learnability Benchmarking

Learnability Expectations

​

• Insurance terms are not familiar to the masses so users expect definitions and examples of the terms used (IDV, TP, CP, NCB,PA)

​

• Users expected to navigate through the platform without the help from other sources (google search, youtube, reddit) or from other well informed person

​

• Users appreciated the platforms that provides clear description of the premium plans and examples for filling out the details

​

• Easy guidance from the “ask experts or chatbox” option within the insurance platforms are expected by the users

​

• Policy premiums explained in simpler terms enabled the user to make quick decisions on some insurance platforms

87.19

Top quartile

76.72

Low Quartile

Acko had an easier flow of getting a motor insurance because of a simpler experience, as compared to other platforms

​

Proprietary + Confidential

12

Usefulness Benchmarking

Usefulness Expectations

• Users preferred the online insurance platform that are reliable, safe and trustworthy in getting an insurance quote for their vehicles
• Even after entering details multiple times, users were not able to make payment due to websites glitches which caused anger and frustration
• Users prefer getting an insurance in the least time possible
• Easy navigation and discoverability of the key features like viewing different insurance plans, adding add on covers etc. are prefered by the users
• Ability to easily comprehend the available insurance plan and select the most reasonable one is prefered by the users
• Users appreciate the insurance premiums available on the different websites that are economical in nature
• Users expected the detailed breakup of the IDV and NCB in order to comprehend it’s value for them

83.22

Top quartile

70.89

Low Quartile

Acko was found most useful platform to buy an insurance, as getting a quote, selecting a particular add-on and doing the payment was easy, even for a first time user

Proprietary + Confidential

13

Personalisation Benchmarking

Personalisation Expectations

​

• In an insurance platform, users preferred usability and usefulness above the personalization of the websites
• Users appreciated the checkbox whether or not to receive WhatsApp updates about the insurance plans from the website on one of the websites
• Users prefered to see their detailed breakup of the insurance coverage they are choosing
• Users preferred vehicle information to be prefilled in order to avoid the hassle of finding it and writing the long engine/chassis number etc

81.58

Top quartile

68.87

Low Quartile

It was appreciated, that Acko filled the vehicle data automatically after putting the registration number

Proprietary + Confidential

14

Desirability Benchmarking

Desirability Expectations

• Icons of the vehicles, models, what is covered and not covered were appreciated to quickly identify and pick their required item and move forward in purchasing insurance

​

• Overcrowded information on the single screen is less preferred by the users

​

• Users expected comparatively bigger font size in some insurance platforms

​

• Using separate colours or pop up to indicate where the error has occurred while filling details is prefered by the users

​

• Users expect lesser or no buffer time in insurance platforms when moving from one screen to another, as it’s a tedious process most of the time

85.93

Top quartile

74.90

Low Quartile

Acko was the most desirable platform because of it’s clear and concise information while purchasing a motor insurance

Proprietary + Confidential

15

Immersiveness Benchmarking

Immersiveness Expectations

• Entering multiple details including the long ‘previous policy number’, ‘engine number’ and ‘chassis numbers’ was immersive in a negative way
• Users preferred dropdowns to get their vehicle model, previous insurer, pincode, city, etc. instead of typing them out
• Users expected less categories to be filled out for getting an insurance plan. The long process on the insurance platforms was tiring
• Some of the information given were ambiguous and created confusion among the users of what needs to filled

84.04

Top quartile

74.88

Low Quartile

Acko and HDFC were found to be most enjoyable apps while using, as they were found more attractive and easy to use

Proprietary + Confidential

16

Proprietary + Confidential

17

POOR

GOOD

EXCELLENT

*This benchmarking is derived from our database as on Feb 17th 2022

UX Scorecard Index

"Icons given on the platform are good. Information given are precise and can get a quote easily by putting very few details" �- P24, Male

Acko falls in the above quartile of UX benchmarking index with the highest score of 92.5 which is in the excellent category

Proprietary + Confidential

​

• Clear description about the plans is appreciated
• The text was easily visible because of the good typography, which made the process easier
• Users liked that they did not had to enter any additional details after entering the registration number
• Personal accident cover was explained very clearly which helped the participants find it
• The simple language and clear information made the process easier
• Participants have heard Acko name on other platforms and advertisements as well, which makes it trustworthy

​

​

• The price difference and premium breakup is not exclusively shown which makes the price look more than on other platforms
• Pincode was not serviceable for some places
• Bundled order is creating confusion because of two call-to-actions. Namely - Pay and Submit
• Users did not realise how the amount increased with GST after the plan was selected

​

​

18

Key Elements

Proprietary + Confidential

19

90.23

Usability

97.11

Learnability

91.99

Usefulness

86.64

Personalisation

90.55

Desirability

91.21

Immersion

UX Score

16.67%

Assisted

0%

Failure

Attitudinal Score

Behavioral Score

Breakdown of the UX Scorecard Index

Proprietary + Confidential

20

92.45

UX INDEX

91.57

Attitudinal Score

93.33

Behavioral Score

​

Users were able to comprehend the insurance plans and reached the payment portal by themselves. Problems occurred only when the pincode was unserviceable in some regions of the country

Platform was easy to to find features such as selecting a quote according to users needs, add on and making payment. The terminologies and icons used were identifiable and navigated the smooth flow through website

Users appreciated not requiring more details after putting down the registration number. Users were skeptical about the insurance amount to be paid as it was higher than other platforms

The price difference and the premium breakup is not exclusively shown which makes the price look more on the platform

The users were able to comprehend and select quotes by themselves but preferred more detailing about the plans and IDV . Some statements like pay and consume and bundled offers created ambiguity among users

The platform was interesting to search for insurance and less complicated descriptions was present when proceeding forward

The icons, colors and brief description on the UI was appreciated by users

16%

Assisted

0%

Failure

Breakdown of the UX Scorecard Index

90.23

Usability

97.11

Learnability

91.99

Usefulness

86.64

Personalisation

90.55

Desirability

91.21

Immersion

Proprietary + Confidential

21

Attitudinal Response

Spotify as a popular app was easy to understand and use as the features and UI was similar to other apps used by the users. The features and functionality of the app matched user’s mental model.

Proprietary + Confidential

22

Attitudinal Response

Proprietary + Confidential

23

The data below shows the overall rating task success rate and task level breakdown for Acko��‘Getting a quote’ for the vehicle required the most number of assists, specially for car insurances but it was the least when compared to its competitors

TSR Score: Unassisted TSR x (1) + Assisted TSR x (0.6)

Behavioural Score - Task Success Rate

Proprietary + Confidential

User Flow on Acko

24

Proprietary + Confidential

25

Get a PA Add-on

Payment

Get a quote

Enter your bike registration number

Compulsory PA

Phases

What they do?

Enter details

View prices/ plans

Verify Phone

Review and Pay

Proprietary + Confidential

26

Get a PA Add-on

Payment

Get a quote

Enter your car number

Select the comprehensive plan

Phases

What they do?

View plans

Enter phone number

Select comprehensive plan type

Passenger cover add on

Enter details

Verify Phone

Review and Pay

Proprietary + Confidential

• Some users required assistance to perform tasks on Acko insurance
• 30% required assistance to ‘get a quote’ for their vehicles on Acko insurance
• 15% required assistance to ‘add a Personal Accident cover’ to their insurance plan
• 5% required assistance to reach the payment portal.
• None of them failed to get a quote, add on and reach the payment portal
• User appreciated the simple language used to describe the insurance plans, add ons and what is covered and not covered in the insurance
• Users liked the way how the additional details were auto filled once the registration number was given

• Users liked the icons, vehicle images and the text size used in Acko insurance
• Few statements required better clarity on the platform like “bundled offer”, and “pay and submit”
• Users expected more information on the IDV breakup and how is it calculated
• Few times the users were unable to make insurance payment due to the pin-code was not serviceable

​

27

Overview

Proprietary + Confidential

28

Quantifiers used for 20 participants in the entire study for better understanding.

Appendix

Proprietary + Confidential

29

Get a PA Add-on

Payment

Get a quote

Proprietary + Confidential

30

​

​

Few users liked that the details were automatically generated, as it simplified their process

"yaha pe easy lag raha hai mujhe, date nahi deni padi, document ki zaroorat nahi padi’’ - P13, Male

01

Get a quote

​

• Few users liked that they did not had to enter any additional details after entering the registration number
• Users liked that they did not had to get their documents to fill any information like their registration date etc

​

Proprietary + Confidential

31

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

32

​

​

"bohot clear words me likha hua hai personal accident cover, agar ye waha(Bajaj) likha hota toh mai samajh jaati ” - P15, Female

02

Get a Personal Accident Add-on

​

​

• Few participants found it easier to understand,the PA add-on as it was explained very clearly
• One of the user appreciated that they could understand and be aware about the mandatory law

Use of simpler terms and clear description of PA cover helped user understand it

Proprietary + Confidential

33

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

34

​

• Few of the users find it difficult to understand the difference between “Pay” and “submit” options as which one to be selected to move forward to reach the final payment portal
• Few of the users couldn’t comprehend the bundled offer and were confused about the process
• One user thought filling up the bundled offer as a compulsory process to move forward in purchasing the insurance

Bundle offer in the payment section created confusion as it had two call-to-actions (Submit and Pay)

“Car number pata hai nahi toh mai yahi ruk jaaungi” - P3, Female

03

Payment

Proprietary + Confidential

35

​

• Few users disliked the lack of explanation on the increase in the premium breakup after adding GST amount
• The price difference and premium breakup is not exclusively shown which makes the price look more than on other platforms
• Insurance Declared Value calculation is not explained on the platform and was also less than compared other platforms

​

Users are unaware about the GST price as it is not clearly mentioned

“Ye kaha pei badh gaya’?’ - P15, Male

02

Payment

Proprietary + Confidential

36

​

• Users learn their pincode is unserviceable only after filling the details and getting a quote which consumed time
• Few users mentioned that insurance payment cannot be done using the platform in certain regions of the country should be mentioned before if possible on the first homescreen itself

​

While filling the personal details some pin-codes were not serviceable because of technical/logistical issues

​

​

​

“Pincode is not serviceable here, I won't be able to buy this insurance, with the help of internet we should be able to do task more easier. This is harsh to know why a person living in indore, can’t buy from this website.” - P24, Male

02

Payment

Proprietary + Confidential

37

Proprietary + Confidential

38

HDFC Ergo falls in the below quartile of UX benchmarking index with the score of 73.6 which is in the poor category

*This benchmarking is derived from our database as on Feb 17th 2022

UX Scorecard Index

"Session expired, may be I have taken a long time, this shouldn’t happen, not everyone will do it with the same speed. I hardly took 2-3 mins " �- P31, Female

POOR

GOOD

EXCELLENT

Proprietary + Confidential

• Technical terms were difficult to understand for users without the prior knowledge of motor insurance
• Insurance plan terms like ‘Comprehensive’ and Standalone OD‘’
• IDV for ‘Insured declared value’
• NCB for ‘No claim bonus’
• Technical errors throughout the process made it difficult for the users to proceed in the process. Some of the errors did not had system status as well
• Few users faced session timeout as a result of spending too much time on the same screen
• Participants were hesitant in giving their personal details to avoid repeated calls from the company
• The ‘PA cover’ add-on was not visible because of it’s smaller text size and placement at the bottom

• Users liked the display of information about the plans in the initial screens in the process
• Users liked the flexibility of choices they had in selecting the type of plan and the validity period of the policy

39

Key elements

Proprietary + Confidential

40

78.45

Usability

76.48

Learnability

77.63

Usefulness

72.99

Personalisation

79.11

Desirability

80.47

Immersion

UX Score

20.37

Assisted

22.22

Failure

Attitudinal Score

Behavioral Score

Breakdown of the UX Scorecard Index

Proprietary + Confidential

41

73.6

UX INDEX

77.54

Attitudinal Score

69.63

Behavioral Score

​

Selecting a personal accident addon was not visible because of it’s placement at the bottom and smaller text size and required assists to use.

Due to technical issues users were not able to get to the payment section of the process

Platform was not very easy to use as there were technical issues along the way. Also the session got timed out while in the process. Although users liked that all the information was being asked in the beginning itself

Users liked that there were more options of plans to select from along with more policy validity

It was convenient for the user that all the information is being asked beforehand. But users had difficulty in filling the registration number and year

The platform was not easy to understand and learn from as there were technical terms like NCB and PUC. The plan name ‘comprehensive’ was also hard to understand

The platform had a negative immersion because users were asked to fill all the information again and again because of technical issues and session timing out

Users found this platform to be attractive because of the overall eye-soothing design and the pop-up in the beginning with key benefits

Breakdown of the UX Scorecard Index

78.45

Usability

76.48

Learnability

77.63

Usefulness

72.99

Personalisation

79.11

Desirability

80.47

Immersion

20.37%

Assisted

22.22%

Failure

Proprietary + Confidential

42

The words such as NCB, standalone etc made it difficult for the users to understand, which made the experience on the platform uneasy

Attitudinal Response

Proprietary + Confidential

43

Attitudinal Response

Proprietary + Confidential

44

The data below shows the overall rating task success rate and task level breakdown for HDFC Ergo��Spotting the ‘Add-on’ option required the most number of assists

TSR Score: Unassisted TSR x (1) + Assisted TSR x (0.6)

Behavioural Score - Task Success Rate

Proprietary + Confidential

User Flow on HDFC Ergo (Bike and Car)

45

Proprietary + Confidential

46

Get a PA Add-on

Payment

Get a quote

Enter your bike registration number

Registration details

Vehicle details

Phases

What they do?

Other details

Contact details

Select plan/ Add-on

Verify OTP

Payment

Proceed without bike number

Bike Insurance Flow

Proprietary + Confidential

47

Get a PA Add-on

Payment

Get a quote

Personal details

Previous policy status

Enter registration number

Phases

What they do?

Customise your policy

Choose your cover

Enter car details

Optional cover(Unnamed person Add-on)

Contact details

Vehicle details (Chassis no. etc)

Other details (Nominee)

OTP verification

Payment

Car Insurance Flow

Proprietary + Confidential

• Some users required assistance to perform tasks on HDFC Ergo
• 21.05% required assistance to ‘get a quote’, while 21.05% failed to do so
• 33.33% required assistance to add the add on to their plan, while 11.11% failed the task
• 5.88% required assistance to find the ‘mood and genres’ section in the app, while 35.29% failed the task
• Session expired for users while they were reading through the information
• PA cover option was not visible to the user because of the placement and text size
• Users anticipated more thorough explanation and descriptions about the insurance terminologies and abbreviation used in the platform

• Most users faced difficulty in moving forward in the task because of technical issues from the website
• Registration year coming as undefined on the first page due to a technical glitch
• First page that required entering bike number was not loading and was freezed for the users
• Users were not able to add full registration number and engine number before payment due to backend issue
• Users were not able to get drop down or type there registration state, because of technical issues
• Participants appreciated more types of plans and more policy validity on the platform
• Users refrained from entering their phone number and email address as they don't want to receive messages and calls from the platform

48

Overview

Proprietary + Confidential

49

Get a PA Add-on

Payment

Get a quote

Proprietary + Confidential

50

• Use of technical terms like NCB was difficult to understand by few user
• Comprehensive/ Stand alone OD words used to define the insurance plan was difficult to understand as few user did not had any prior knowledge of it

​

Technical terms like ‘comprehensive’ were hard to understand, as the users did not had any prior knowledge of it

“Things should be mentioned more clearly instead of comprehensive ’’ - P36, Male

01

Look and feel

Proprietary + Confidential

51

• Few users refrain from giving their personal details, as the company will constantly call them to buy their policy

​

“I will choose without number they, otherwise they will get my vehicle number and force me to buy it, first let’s do without it” - P41, Female

01

Look and feel

Users refrain from putting their personal details, as the company keeps calling them after that

Proprietary + Confidential

52

• Session expired while participant was reading through the information as they took longer on the same page

​

“Abhi toh kuch nahi ho sakta vapas se mai new process start karungi’’ - P11, Female

01

Look and feel

Some users found it frustrating to start the process from the beginning when the session timed out

Proprietary + Confidential

53

​

• Few users were not able to move ahead from the initial screen of putting ‘registration number’ or ‘proceeding without the number’ because of technical issues
• No system status was shown to make the users aware about the technical issues

​

​

“ When I clicked it’s not working’’ - P40, Male

01

Look and feel

Technical issues on the first screen of the process, made few users clueless about the process as there was no system status

Proprietary + Confidential

54

• Pop up in the begining with key benefits was found attractive by few users as it had information about the insurance plans
• Few users appreciated types of plans and policy validity on the platform, as it gave them more options to choose from

“They are giving more years and types of insurance as well’’ - P37, Female

01

Look and feel

Few users found it convenient to see more details about the insurance plans, as they could see more options to choose from

Proprietary + Confidential

55

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

56

• PA cover option was not visible because of the placement at the bottom and smaller text size

​

“Pehle bar jo krrhe hai, unke liye accident wala point bohot neeche kar rakha hai’’ - P41, Female

01

Look and feel

Few users were not able to use the Personal Accident add on, because of smaller text size and it being placed at the bottom

Proprietary + Confidential

57

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

58

• Few users were not able to add full registration number before payment due to technical issues
• The website showed error when the users were putting their engine number because of a technical issues
• Even after entering the full name, error saying enter full name was shown because of technical issues
• Few users faced difficulty choosing their state and city pincode because of technical errors

​

​

“I don’t know it should have been captured, it's not capturing properly here, there is some issue with the registration number they are not letting me pay’’ - P17, Male

01

Look and feel

Technical errors, before payment screen restricted users to get to the payment screen

Proprietary + Confidential

59

Proprietary + Confidential

60

Bajaj Allianz falls in below quartile of UX benchmarking index with the score of 78.6 which is in the poor category

*This benchmarking is derived from our database as on Feb 17th 2022

UX Scorecard Index

"Starting process of getting the insurance premium seems simple but as I go forward it became more complex" �- P11, Male

POOR

GOOD

EXCELLENT

Proprietary + Confidential

61

64.17

Usability

69.33

Learnability

65.63

Usefulness

63.23

Personalisation

69.18

Desirability

71.27

Immersion

UX Score

19.23%

Assisted

1.92%

Failure

Attitudinal Score

Behavioral Score

Breakdown of the UX Scorecard Index

Proprietary + Confidential

• Users expected the vehicle details to be auto filled once the registration number was put so that it saves time and reduces the steps
• The font size was small to fill in the previous policy details and chassis number which was difficult for the users to type
• User were expecting to see more premium plans similar to other insurance platforms but could only find a single premium plan for bikes
• If tried to go back from a page on Bajaj Allianz it takes the users back to the first homepage
• It was difficult for users to locate Bajaj Allianz on Google chrome because the ads of the other insurance companies came first
• Users had difficulty in understanding some technical terms and abbreviations used in the platforms

62

• Users anticipated brand loyalty from Bajaj Allianz because they are a reputable company that has been in the vehicle field for a very long time.
• User’s appreciated the images of cars and bikes used in the Bajaj Allianz home screen for selection of vehicles
• Users appreciated the yellow column ticks that helped in understanding these areas need to be filled out
• Users found it interesting to see different kind of insurance provided by Bajaj Allianz (cyber, pet dog)
• Users liked the examples given of how to put the engine number and chassis number
• User’s appreciated the pincode and city been autofilled after entering the personal details

Key Elements

Proprietary + Confidential

63

78.6

UX INDEX

66.73

Attitudinal Score

90.38

Behavioral Score

​

The platform was easy to begin with but included multiple steps to be completed for making payment. Even after entering the correct details errors occurred which created confusion among the users

Platform was easy to navigate through but requires considerable vehicle and personal details to be filled up for getting a quote made the process tiring for users

Only a single standard insurance plan was available on the platform and no other choices for selecting the insurance plans were available. Sometimes after putting all the details correctly error occurred which prevented users in making payment

The checkbox asking whether or not to receive WhatsApp messages from Bajaj Allianz was appreciated by the users

The platform required some guidance to understand the technical terms and some abbreviations used in insurance field. Some detailing like pay as you consume, make of the car was ambiguous for the users

The countless details entry made the process of buying insurance tiring for the users

The icons of cars and bikes used in selecting the category of insurance and the IDV scrollbar was appreciated by users. They expected bigger font size in the circular columns to be filled

Breakdown of the UX Scorecard Index

64.17

Usability

69.33

Learnability

65.63

Usefulness

63.23

Personalisation

69.18

Desirability

71.27

Immersion

19.23%

Assisted

1.92%

Failure

Proprietary + Confidential

64

Bajaj Alliance was not easy to use because users had to put in a lot of details in order to buy an insurance

Attitudinal Response

Proprietary + Confidential

65

Attitudinal Response

Proprietary + Confidential

66

The data below shows the overall rating task success rate and task level breakdown for Bajaj Allianz.��‘Getting a quote’ task required the most number of assists

TSR Score: Unassisted TSR x (1) + Assisted TSR x (0.6)

Behavioural Score - Task Success Rate

Proprietary + Confidential

User Flow on Bajaj Allianz

(Bike and Car)

67

Proprietary + Confidential

68

Get a Quote

Get a PA add on

Payment

Enter name and mobile number

Previous policy expiry status

Enter car/ bike registration details

Phases

What they do?

Choose plan

Selection of PA Add- on

Review and Pay

Enter previous policy details

Enter Vehicle details

Enter personal details

Enter car/ two wheeler type

Proprietary + Confidential

• Some users required assistance to perform tasks on Bajaj Allianz
• 29.41% required assistance to ‘get a quote’ for their vehicles on Bajaj Allianz
• 22.22% required assistance to ‘add a Personal Accident cover’ to their insurance plan
• 5.88 % required assistance to reach the payment portal. 5.88% failed to reach the final payment portal
• Users anticipated more thorough explanation and descriptions about the insurance terminologies and abbreviation used in the platform
• Few statements like “pay as you consume, two wheeler I ride is/ my car’s make is and existing insurer” created ambiguity within users

• Users expected the vehicle details to be auto filled once the registration number was given similar to other insurance platform
• Users expected more options to choose the insurance premium instead of a single plan
• Users disliked receiving calls and messages from the insurance company once the personal contact information is given
• Users expected the platform to be more attractive with increased text size
• Users appreciated the IDV scroll bar available on the screen to select the plan
• Users expected less information to be filled on the platform to make the payment
• Users mentioned of requiring assistance from other sources to complete the steps of paying insurance premium on Bajaj Allianz

​

69

Overview

Proprietary + Confidential

70

Payment

Get a PA add on

Get a Quote

Proprietary + Confidential

71

• Most users find it hard to understand the abbreviations like OD (own damage) and TP (third party) which were significant in a policy selection
• Few users found it difficult to understand the No Claim Bonus (NCB) because there was no explanation given regarding what is it and how is it calculated.
• A dropdown with percentages are only given which created confusion among the users for selection of NCB
• Few users find the jargonised language (Odometer, BAGIC) hard to understand
• One user found it hard to understand the difference between economy, economy plus, prime and bagic policy

Technical terms and abbreviations were not explained which made it hard for users to understand and move forward with the process of buying an insurance

“Clear clear nahi bata raha tha… what is OD and Zero depreciation are mentioned clearly on policy bazar. " - P15, Female

​

02

Creating playlist

Proprietary + Confidential

72

• Few users had confusion whether to enter the vehicle registration number, brand or model in the blank space because no specific information regarding what needs to filled in the blank spaces are mentioned
• The drop down with model numbers appear only after typing the first few alphabets of the model and few users found it difficult to understand this mechanism
• Finding the exact model from the drop down list was also time consuming and difficult for few users as there were lots of options

“Two Wheeler I ride is/ My car’s make” sentence created ambiguity among users about what needs to be filled in

“It should be more clear what the website wants from me, is it the brand or exactly the vehicle model specifications. They should have given more explanation and dropdown instead of making us type’’ - P18, Male

01

Look and feel

Proprietary + Confidential

73

• Few users find the pay as you consume option confusing as the option description was incomprehensible of what needs to be selected, yes or no
• The explanation also didn’t help well in the process and added more confusion for the user as what does the statement really means
• Most users ignored the statement and moved forward in getting the quote
• One user selected “yes” assuming the option was something that will help them in getting a discount

“Pay as you consume” statement is incomprehensible, created confusion even after reading the description

“What is pay as you consume? I’m not clear about what does it really mean, is it really a benefit or not’’ - P12, Female

01

Look and feel

Proprietary + Confidential

74

The option to pay bike/ car insurance is not available if the previous policy has been expired before the current month which created confusion

“They should have mentioned it earlier……..after typing all these out, they won’t show me any quotes because my insurance was expired in August” - P18, Male

01

Look and feel

• There is an option to enter previous policy expiry date, where the calendar doesn’t show the previous months which created confusion among the users
• One user thought it was a technical glitch and looked for any other option to see the quote
• One user expected Bajaj Allianz to mention the vehicle policy expired in the previous months cannot be renewed in the first homescreen before typing the personal details and registration number so that it can reduce uncertainty and saves time

Proprietary + Confidential

75

• Some users expected more policy premiums similar to other insurance platforms to be provided.
• Some users were displeased because no separate categories for third party, comprehensive with or without depreciation was available
• Few users mentioned that the plan was already auto selected; autonomy to choose was not given

There is only one premium coverage available for bike insurance; no additional choices given displeased the users

“Yaha ek hi plan hai, bohot saare options aate alag alag on dusre websites pe” - P7, Male

01

Look and feel

Proprietary + Confidential

76

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

77

• Few users assumed that personal accident cover only covers damages to their vehicle not to themselves and prefered selecting the emergency 24/7 spot assistance
• The word “separate” in compulsory PA cover created confusion about what it exactly means and
• “Driver assure basic and silver” terms were new for the users and they expected description about the same to understand and make use of the add on covers

​

Compulsory personal accident cover add on was hard to understand and users confused it with 24/7 spot assistance

“The word separate did not convey that during accident the medical cover would be provided, rather felt that any other accident that happens without the vehicle would be covered’’ - P16, Male

01

Look and feel

Proprietary + Confidential

78

Get a Personal Accident Add-on

Payment

Get a quote

Proprietary + Confidential

79

​

• Few users mentioned the process of getting the insurance was long and time consuming
• Few users found it hard to understand the information to be filled in the four circular options
• Few users found the smaller font size in the circular options inconvenient because it required them to type lengthy previous policy number and chassis number
• Few users expected dropdowns instead of typing out the previous insurer details, policy details as it was a more easier option
• Few users faced technical glitch in purchasing an insurance as the engine number and chassis number was shown as an error even after typing it.
• Few users expected the vehicle details to be filled by default once the registration number was given

Entering multiple personal and vehicle details to purchase an insurance was exhausting and time consuming

“Arey automatic agey jana chahiye fill……Chassis number kon mangta hai, agent ko chassis number thodi deta hu, agent ko just number deta hai, rc ka copy jata hai, jese policy bazaar check kiya just, itna toh health insurance mai bhi nahi puch rhe, yeh toh govt. ke liye le rhe hai vrna yeh bhi nahi letey.. Chassis number small mai nahi ata yaha small arha hai…Kyu mang rhe hai ye sab?’’ - P13, Male

01

Look and feel

Proprietary + Confidential

80

• Most users unchecked the “recieve policy details on WhatsApp” option because of not wanting to get spammed by the insurance messages
• Few users mentioned getting irritated when receiving calls from the agents if they have put contact details when looking for an insurance
• Few users mentioned that insurance is an annual or biannual work so it does not require constant messages from company

Users were reluctant to give their personal contact details assuming to receive multiple calls and messages from the company

“They will call me all the time, why ? if I want something I will look for it on the website why do they keep on irritating, Now I need to block them’’ - P12, Male

01

Look and feel

Proprietary + Confidential

81

Proprietary + Confidential

82

"It will be difficult for a normal consumer like me to go through so many steps to just make an insurance payment. This website is really complicated, they should have explained the elements in layman terms….”- P2, Male

*This benchmarking is derived from our database as on Feb 17th 2022

UX Scorecard Index

New India Assurance falls in the below quartile of UX benchmarking index with the score of 44.9 which is in the poor category

POOR

GOOD

EXCELLENT

Proprietary + Confidential

83

44.9

UX INDEX

46.62

Attitudinal Score

43.27

Behavioral Score

​

Adding countless personal information and buffer time in between made the process difficult for the participants to reach the payment portal. The plans were incomprehensible and some terms were ambiguous

Platform was not very easy to use as it had a lot of options and users found it difficult to find the desired plans. Too many steps further made the platform uncomfortable to use for a new user

The variety of plans provided was found useful but the users couldn’t comprehend the difference between them

The platform did not provide a lot of add-ons

The platform required a lot of guidance and it was difficult to understand the terms used

The slow loading of the website irritated the users and disrupted their flow. The amount of information that had to be entered and the registration process led to frustration

The information clutter on the homepage was not preferred.

Breakdown of the UX Scorecard Index

43.08

Usability

55.75

Learnability

45.72

Usefulness

44.53

Personalisation

43.68

Desirability

49.02

Immersion

24.49%

Assisted

46.94%

Failure

Proprietary + Confidential

84

43.08

Usability

55.75

Learnability

45.72

Usefulness

44.53

Personalisation

43.68

Desirability

49.02

Immersion

24.49%

Assisted

46.94%

Failure

Attitudinal Score

Behavioral Score

Breakdown of the UX Scorecard Index

UX Score

Proprietary + Confidential

• Multiple lengthy steps required to make a insurance premium created tiredness and annoyance among the users
• Mandatory steps to be filled are not separated properly and visible for the users. They assume the fields are completed and feel perplexed when the page is not moving forward
• Technical terms and abbreviations are not explained that created confusion among the users
• The insurance premium such as enhancement, liability and packages were found incomprehensible by the users
• The buffer time created frustration among the users
• Filling multiple details such as engine number and chassis number was difficult for the users and they expected it to be autofilled when the vehicle details are provided
• Forcing to login to the website by creating username, password, mobile number and email was a putoff

• Users appreciated the vehicle images given prior to filling up details
• Users anticipated the platform to be of higher quality assuming it a government website

85

Key elements

Proprietary + Confidential

86

New India Assurance was not easy to use because the app was not responsive enough. Bad organisation of data lead to misleading user’s from their requirements

Attitudinal Response

Proprietary + Confidential

87

Attitudinal Response

Proprietary + Confidential

88

The data below shows the overall rating task success rate and task level breakdown for New India Insurance��‘Getting a quote’ required the most number of assists, whereas payment task was a failure for all

TSR Score: Unassisted TSR x (1) + Assisted TSR x (0.6)

Behavioural Score - Task Success Rate

Proprietary + Confidential

User Flow on New India Assurance�

89

Proprietary + Confidential

90

Get a PA Add-on

Payment

Get a quote

Select a product

Choose Add-on

(Additional Covers)

Enter basic details

Phases

What they do?

Login/ Register

Enter vehicle details

Select a plan

email verification

OTP Verification

Additional details

(Engine number etc)

Summary

Payment

Bike Insurance Flow

Proprietary + Confidential

• Some users required assistance to perform tasks on Acko insurance
• 33.33% required assistance to ‘get a quote’ for their vehicles on NIA
• 26.32% required assistance to ‘add a Personal Accident cover’ to their insurance plan
• None of the users could reach the final payment portal after multiple assists
• Users were frustrated because of the buffer time to move from one screen to another
• Users expected examples and definitions of the insurance terms used in the website
• Users felt the process of getting a suitable quote for their vehicle lengthy and time consuming as multiple fields have to be filled

• The website itself was hard to find on the google chrome browser as the multiple ads of other insurance platforms comes first
• The technical terms and abbreviations were not explained and the users found it difficult to understand the meanings of the words and preferred quitting the website
• The insurance premiums were not comprehensible for the users. The premium names like liability, enhancement and packages were used for comprehensive and third party insurances confused the users
• Users expected the platform to be more user friendly and explained in simpler language as most of the users might not be familiar with the insurance terms in their daily life
• After filling multiple details, users were not able to proceed to the final payment portal due to the technical glitches on the website side

91

Overview

Proprietary + Confidential

92

• Some users were not able to find the platform on the chrome browser
• The poor SEO optimisation of the platform disables the users to find the platform easily
• Few users clicked on some other platform that came on the top owing to the mental model that what comes on top on google is what is the actual website

​

Users have difficulty discovering the website on the chrome browser as they expect it to be on the top

“This is not the right information at the right place, i had to go through 4 different websites assuming it was NIA. When I search for NIA why are other insurance websites coming up, the first thing I saw was go digit insurance…” - P2, Male

01

Registration

Proprietary + Confidential

93

• Few users were not able to understand what is to be entered under ‘make’
• Redundant options under ‘make’ made it difficult to find the model of their vehicle for few users which was time consuming
• Few users were not able to differentiate between standalone OD for motor and two wheeler

​

Vague language and jargon made the experience frustrating for the users and they wanted to drop out

"" I want to simply select Honda but it's giving a lot of options and it is confusing” - P21, Female

“They should remove the names- why is Honda there twice”- P3,Female

01

Creating playlist

Proprietary + Confidential

• Some users were not able to understand that the different cards shown were for policy options and they could be clicked
• The checkboxes beside cards are not visible unless clicked which confuses the users
• Lack of details about the premium summary made it difficult for some users to select the desired plan (comprehensive, standalone OD)

Users were unable to find the desired plan easily

“What is this liability, enhancement and packages, are these insurance packages, what are the differences between them….why are they making the details too complicated…I don’t think these are insurance packages, why are they not showing third party or complete vehicle only coverage…this website from beginning onwards is too confusing..” - P10, Male

02

Creating playlist

Proprietary + Confidential

95

System status for mandatory fields is hard to understand

• Some participants found it difficult to understand that there are different headings under which they have to fill the information.
• It was hard to understand where exactly have the users missed the information
• Option to save and continue does not get activated until all the fields are filled and no clear indicators of unfilled fields creates confusion

"I’m typing something and they are taking something else, at this point I want to get out of the website and call my agent. I have completed all the required fields but I am not able to move forward, they are wasting my time ….is there anything else left to fill, no I have completed everything, why is save and continue blurry again - P10, Male

It was difficult to find the mandatory fields on the platform which led to user frustration

03

Playlist privacy

Proprietary + Confidential

96

• Some users expected examples while entering details like policy number
• Few users also expected that the details required to be filled in should be shown earlier in the form of information
• Autofill was not working which irritated the users and made them want to leave the page

Lack of clear instructions while filling data creates confusion

“Policy number only takes alphabets and numbers, why then the slashes are given on the document, they could have have given an example of how to fill the details…this is so frustrating, at least mention where the mistake has occurred can be done” - P26, Female

04

Moods and genres

Proprietary + Confidential

97

• Some users mentioned that it was difficult to fill in the fields as the text kept repeating and auto fill was not working accordingly (technical glitch)
• Some users mentioned that when the vehicle details are given, the rest should be auto filled so that users don’t have to fill multiple details and save time
• Some users were perplexed when the mandatory fields are not completed message shown, where exactly the details are not filled are not shown making the process more difficult
• Few participants expected to see the documents required for filling the information prior to the first screen, so they can save time

​

The multiple steps involved to reach the payment gateway which lead to frustration

“Acko mei we made the premium payment within 3-4 minutes, here after filling these many details, I think it’s about 40 minutes and I am not able to reach the payment portal” - P32, Male

04

Moods and genres

Proprietary + Confidential

98

Thank You

Proprietary + Confidential