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UX Index

Peepal Design, a consulting company generated a UX Indeex Scoring method for any online platforms against its direct and indirect competitors.

This project was completed during my employment with Peepal Design for Jan 22 - Mar 23. I worked on four such projects across verticals, this is one of them.

Project Brief

Role
UX Researcher

Duration
3 weeks

Stakeholders
Peepal Design

Collaborators
Junior UX Researchers

Disclaimer: This process of UX Index Benchmarking used in the project is owned by Peepal Design, Bengaluru which is offered as a service by the organisation. Hence no explicit aspects like scoring method or rating scale statements are revealed in this project.

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Context

Human-centered design is based on the need to improve the product to get more business and generate more revenue. Unless the existing product is not measured against some parameters, it would be difficult to determine the meaning of improvement.

A good UX Scorecard should measure: attitudes and actions. This covers the user feelings when they interact with the product and their interaction or behavior.

This project focused on four insurance mobile applications and websites for purchasing vehicle insurance in India.

Objectives

Produce numerical benchmarks for the mobile apps across competitive brands for the vehicle insurance vertical. 

01

Identify top competitors in the vertical, a common use case and standardised tasks to test usability of the platforms.

02

Conduct standardised in depth interviews to understand user’s attitudinal
scores and actions.

Attitudinal Score: Components of UX Scorecard

         USABILITY

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

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          LEARNABILITY

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

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          USEFULNESS

App or website helps me to reach my goals or needs.

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           PERSONALIZATION

App or website adapts to my interests and past behaviour.

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          DESIRABILITY

The app or website looks attractive and exciting to use.

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           IMMERSIVENESS

App or website is absorbing and enjoyable to use.

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16 statements were crafted to measure these six areas of user experience after completing the usability task on every platform.

Users

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Competitor Platforms

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Acko Insurance

HDFC ERGO

BAJAJ Allianz

New India Assurance

Interview & Usability Testing

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What did the research find?

 UX SCORECARD INDEX 

Acko Insurance was one of the most common and popular platform for buying an insurance online, while New India Assurance had a complete drop off

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

 

Auto-generation of details based on vehicle number: Users want the vehicle details such as chassis number etc to be pre-filled by the app once they give their registration number.

 

Platform does not remember previous details entered: Users did not liked that they had to refill all their information again and again as there was some technical issues (NIA) or because the session was timed out (HDFC).

 

Make technical terms user-friendly: 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.


Technical errors and poor UX led to 100% drop off: Users are unable to reach the payment page in New India Assurance, because of technical errors.

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Acko Insurance​

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

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BAJAJ Allianz​

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

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HDFC ERGO​

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

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New India Assurance​

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

 ACKO INSURANCE UX SCORE EXPLAINED 

Only 16% of the users required assists on performing the tasks and all completed them successfully, signalling a high usability and learnability rate as supported by the rating scores as well.

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What works? ✅

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  • 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

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What does not works? ❌

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  • 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

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 ACKO OVERVIEW OF TASK PERFORMANCE 

The three tasks of getting a quote; getting an add-on insurance; and making the payment, were broken down into smaller tasks 

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  • Out of the 16% users who 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 ​

For a full run of the research outcomes and findings for each screens, click here 🔗

Learnings

Combining quantitative and qualitative outcomes to form a holistic review of the product

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Learning how benchmakring works when usability of the platform is in question​

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