Exploratory research for a Multinational Insurer

Accenture Song, 7 weeks

Project Background

The health & wellness features of the existing app have a low usage rate.

Hence, the product team would like to identify the opportunity areas and inspire creative thinking for an engaging “to-be” experience through the research

Project Team

UX Manager (to oversee the project)
UX research (my role)
Junior Business Analysis

My role

Led and conducted market research and primary qualitative research with consumers to understand the health & wellness trends and competitions
Provided recommendations based on the research insights
Guided and reviewed the work from the junior BA
To check-in with clients and internal leads on the project status

My BA and I during the customer interview

Due to my non-disclosure agreement, confidential information is removed from this case study.

I had to share these materials with clients and align with them while drafting the research plan, by doing so, we ensure that we can achieve the research and project objectives effectively.

Process

Preparation for the 1:1 user interviews

My first task of this project was to draft the research plan, which include the following step

1. Document research timeline

Clearly layout the project timeline, dependencies and milestones

I had to share these materials with clients and align with them while drafting the research plan, by doing so, we ensure that we can achieve the research and project objectives effectively.

Remote user research

As we confirmed the research plan and successfully recruited participants from Hong Kong and Guangzhou, I conducted the 1:1 interview with 10 participants via Teams

Virtual interview with customers

Raw data analysis

While interviewing the customer, my BA was taking notes with Miro.

The interview was scheduled on 3 consecutive days. My BA and I debriefed with the UX Manager daily to highlight the key findings of the day.

After running all the interviews, we started tiding the raw data and clustered similar findings into common themes

Raw data were summarized in Miro and clustered into common themes

Identifying insights

We then created insights based on the patterns found across participants.

5 main Health and Wellness perceptions/ attitudes were identified that drive customer behaviors. For examples :

Health is frightening
Health is balance

In addition, we also understood customer's thoughts about different Health & wellness trends.

Identified and organised the insights with team members using FigJam

Competitor analysis

While preparing for the customer interview and analysing the customer research result, desktop market research was also conducted in parallel

Instead of just looking into the direct competitors in HK local market, we focused more on the comparators from Healthcare companies and HealthTech / InsureTech startup worldwide, as our clients would like to explore other innovative ideas

At the end, we recommended the 8 leading examples that’s best match our guiding principles

Identifying the relevant competitors and comparators in the Health and Wellness industry

Ideation

Based on the insights from our customer research, we defined multiple "How might we" questions. E.g.

HMW entice customer's emotions
HMW help them monitor health and increase visibility

Summing up our customer and market research, we also identified 6 guideline principles for the new app offerings.

We then start brainstorming new Health & Wellness related concepts for this insurance app, so that it can resonate with their customers and increase engagement.

FigJam were used again to collaborated and ideated with teammates remotely

Playback report and final presentation

Approaching the end of this exploratory project, I had to prepare a report with research insights and recommendations for my clients.

I organised these materials into a digestible playback report:

6 guiding principles for the ”to-be” experience
Identified key attitudes of health and other insights
Shortlisted 8 worldwide brands in the Healthcare industry
3 recommended concepts and possible next steps

I had also successfully presented this report to the project teams and senior stakeholders including the Chief Strategy, Digital and Data Office. This reports would then as as a Northstar for the internal design team, where they can refer to for future app revamp.

Below are the part of the materials included in the report:

Top left: Project overview; Top right: One of the key findings/attitude ; Bottom left: One of the competitor analysis ; Bottom right: Key concepts summary page.

Confidential information has been masked.