BEEMA FLEETS (B2B)
The first and only Pay per km fleet insurance in the Middle East.
OBJECTIVE
Introduce “Pay-per-kilometer” car insurance for fleets. Do an extensive research to analyze the fleet insurance buying process and see the needs of the procurement managers and SME owners. Come with strong and innovative B2B car insurance concepts to meet the B2B needs.
CHALLENGES
In the region, fleet insurance buying process is mostly done through brokers or agents. The online channels are not used in order to negotiate the price with agents and brokers. Furthermore, getting an instant quote for multiple vehicles including industrial vehicles is a very complex process.
PROCESS OVERVIEW
We spent over 1 month on user research with procurement managers and SME owners. We categorized the companies into their sizes (large, medium and small) and we interviewed them to analyze the buying process and their needs. After interviewing 55+ companies, we came up with 4 innovative concepts and invited the selected interviewees to design thinking workshops to validate the concepts. The concepts were Easy Claims, Fleet Wallet, Pay per Usage (behavior) and Lego Policy (customizable) policy.
SUGGESTION
MVP: Although we come up with 4 strong innovative concepts, for the MVP, “get a quote within an excel sheet” selected by the business. In this first iteration, fleet owners could upload their fleet list in an excel sheet to get a quote. This way, the system would create their quote request with one file upload instead of using a long funnel process for each vehicle.
Second iteration: The excel feature which was designed for big fleets didn’t work for several reasons like price and no option of negotiation. This is why we removed the Excel feature and catered to the only SMEs which can get a quote for up to 6 cars.
THE TEAM
Boston Consulting Group (BCG): 1 Project lead (Chantal), 3 consultants. (Younes, Farid, Yuri), 1 UX designer (myself) and 1 UI designer Waseer). I worked on user research, interviewed fleet owners, created personas, prepared design workshops, and designed UX wireframes.
PROCESS DETAILS
We interviewed over 55 decision makers on buying fleet insurance from small to mega companies. We asked questions to understand the buying process and the selection criteria. Furthermore, we validated pay perk km and behavior concepts with the interviewees.
I designed the personas based on the conducted interviews. Each persona reflected the people we interviewed.
I designed 4 concept cards which we used in the design workshop. These concept cards were explaining each concept with the step by step user journey which got voted by participants.
After the MVP concept was finalized, I designed the user experience. In the second iteration, MVP concept (focusing on large companies) was changed and I redesigned the experience for SMEs.
HEALTH INSURANCE FUNNEL
End to end health insurance funnel where users can get a quote for up to 9 dependents, and get their policies issued right after payment.
OBJECTIVE
Implement AXA’s health insurance product to Beema’s web ecosystem and design an end to end health insurance funnel. Analyze how AXA’s travel product works, and redesign it to make it Beema way.
CHALLENGES
Axa’s online travel funnel was not an end to end journey. It was ending after submitting his/her details to get a quote. The other challenge was that we couldn’t offer health products which required underwriting (users with medical records). Thirdly there was no API with AXA to automate the policy issuance.
PROCESS OVERVIEW
I benchmarked AXA’s and competitors’ online health funnels. We did a lot of alignment meetings with AXA’s Health Department to understand the product and to collect the minimum required information to sell health insurance online. We designed blueprint design, user flows, UX and UI.
SUGGESTION
Although AXA doesn't support end to end service, design an end to end health funnel for Beema.
THE TEAM
UX lead (Matteo), UX designer (Uras), UI designers (Waseer and Lisa)
PROCESS DETAILS
I benchmarked the AXA and competitor online health funnels
We made a list of required minimum required information to get a quote.
I designed the blueprint design.
We designed the User flow with a rough wireframe design.
We designed the UX wireframes and placed them inside the user flow to replace roughly designed ones.
TRAVEL INSURANCE FUNNEL
OBJECTIVE
Implement AXA's travel insurance product with the COVID proposition as a new vertical in the Beema ecosystem. Keep the flow simple and deliver quickly. Check and align different touchpoints (New funnel, website, dashboard) to accommodate the new vertical.
CHALLENGES
Axa’s online travel funnel was not simple and easy to use. Furthermore, for multiple travelers, calculating the total quote based on each traveler’s age band was a complicated process.
PROCESS OVERVIEW
I benchmarked AXA’s own online funnel for travel and the competitors. We did a lot of alignment meetings with AXA’s Travel Department to understand the product and to collect the minimum required information to sell travel insurance online. We designed blueprint design, user flows, UX and UI.
THE TEAM
UX lead (Matteo), UX designer (Uras), UI designers (Waseer and Lisa)
PROCESS DETAILS
I benchmarked AXA and competitors’ online travel funnels.
We had a couple of alignment meetings with AXA to understand the product and align on how to implement their online funnel to the Beema ecosystem.
We designed the information architecture to include the travel funnel.
I designed the blueprint design considering online and offline processes.
We designed the user flow with a rough design and posted notes on the flows to cater to all different scenarios.
I designed the wireframes and placed them inside the user flow which we mapped earlier.
