UX/UI Case Study—Designing Jago Last Wish, Digital Life Insurance by Bank Jago
Hello, I’m Nabella, a UX/UI Designer. This project is part of the UI/UX Training Program held by Ministry of Communication and Information Technology (KOMINFO) with Skilvul and Bank Jago as Challenge Partners. This case study article is a summary of the whole process I did in making Jago Last Wish, a digital life insurance by Bank Jago as UX/UI Student of Digital Talent Scholarship (DTS), I am not employed or bound by a professional contract with Bank Jago.
Overview
Jago is a digital financial service that focuses on the daily life of users, with the largest ecosystem network in Indonesia. Jago does not stop creating digital account features but also thinks about interactions with services that can provide goods or services that users need. Currently, Jago wants to create and introduce a feature related to life insurance. If we look at life insurance products that are currently on the market, usually these products are sold as a form of prevention from disasters or bad things that will happen in the future. In addition, life is also usually used to protect the livelihood of families who want to be supported through insurance currency before death. This is quite serious considering that not everyone has planned for the future.
Imagine if we could make a will digitally, the contents of which could be whatever we wanted to do and the funding for its implementation could be guaranteed by the insurance product behind it. For this reason, Jago needs a solution to help users make plans that anticipate unexpected events in the future that can affect the livelihoods and/or welfare of their families. It is also possible for Jago users to use this feature for social purposes, contributing to their environment and community even after death.
Objective
The goals of this case study is Jago Last Wish, which can be described as follows:
- to make the steps of making a will of life insurance easy, considering that users can enter various types of requests
- to create an easy way to calculate the monthly payment required for the life insurance
- to make it easier for management of life insurance that made
- to creative ways that can lower the cost of that monthly commitment
Role
As a UX Designer who collaborating with 2 team members, Glensandy and Chel'en Christevelyn my responsibilities are:
- brainstorm ideas for Jago last wish features
- create user flows and wireframes
- create UI Kit and Hi-Fi design for making Jago last wish
- create clickable prototype
- conducting concept testing and user interviews
Design Process
In this case study, we chose to use Design Thinking as our design process approach. Design Thinking is both a framework for defining and solving problems. We can use it to uncover opportunities and to reframe problems using empathy towards users and customers.
1— Emphatize 🔍
At the first stage, we tried to understand the pain points experienced by the user, the results of the insight containing the pain points then we collected in the form of sticky notes using figjam.
2 — Define 📌
In the define phase, we did brainstorming to select insights and formulate How Might We. How Might We (HMW) statements are small but mighty questions that allow us to reframe our insights into opportunity areas and innovate on problems found during emphatize. They are a rewording of the core need, which you have uncovered through user research and help teams focus on user needs and problems, rather than just jumping straight to solutions. These statements help inspire user-centered design.
We had some ideas on how might we that we got from pain points, we then voted to focus on one question :
From voting that we did using stamp at Figjam, our main focus is :
How might we allows users to choose life insurance according to their budget/financial goals
3 — Ideation 🔮
From the how might we, we formulated and by looking again at the pain points we collected, then, we made an ideation of the features and grouped them in an affinity diagram that gives each team member the opportunity to share their thoughts and ideas about the topic.
We used affinity diagram to organize and generate ideas, that we used as a reference for the features in making Jago Last Wish, which are :
- life insurance portfolio and its funding application
- life insurance information
- category according to insurance premium
- Promo
- Gamification
Solution
we used matrix prioritization idea to did prioritizing of solution that we want to include, at the end of our brainstorming, we decided to create these following features :
📍 Last Wish Information
- Allows users to know or be more aware of life insurance
- provide education and awareness of Jago Last Wish benefits to users
📍 Last Wish types and recommendations
- create several categories of premiums and insurance costs that are tailored to the user
- Make recommendation features such as robo plan to make it easier for users
📍 Last Wish’s Wills
- portfolio feature for wills
- Make it easy for users to make wills accompanied by the allocation of funds
- a feature that allows users to set goals
📍 Promo and cashback
- offer attractive promos for users
- provide cashback for Jago Last Wish’s regular payments
We then did crazy 8 to capture the ideas that emerged in the form of sketches on paper, that shown below
User Flows
After got a big picture of the Jago Last Wish that we want to make, we made User flows, a visualization or flowchart of steps (interactions) a user needs to take to complete a specific task on a website or app. By working with User flows the focus is on the experience and needs of the user not the small design details on the screens. A flow presents an overall picture and gives an opportunity to create a more seamless user experience.
4— Prototype 📱
Wireframe
The next step is to make a prototype, the first step we did is to make it in a low-fidelity form, which is a wireframe. A wireframe is commonly used to lay out content and functionality on a page which takes into account user needs and user journeys. Wireframes are used early in the development process to establish the basic structure of a page before visual design and content are added.
After we finished our wireframe, we made a UI kit that contain a Design Style Guide and components that we want to use when building the High-Fidelity Prototype. We created a design style based on the branding of Bank Jago, which is dominated by orange color. We did this to make the design is consistent with the existing design of Bank Jago, although we made the UI kit from scratch.
Hi-Fidelity Design
We created screens based on user flows that we made before. The first one is Jago Last Wish making, by the idea that we formulated earlier, we created a flow of making Jago Last Wish by providing education or knowledge for people who do not understand life insurance, hopefully, users will understand more about the importance of life insurance and can comfortably use Jago Lat Wish because they already know all about how Jago Last Wish works.
Then we also make recommendations such as a robo plan for users who don’t know what type of insurance they want to choose according to their financial profile, the user can fill in the form then Bank Jago will bring up the suitable type of Jago Last Wish. However, if the user wants to choose their own without a recommendation, it is also possible.
Next is the display of Jago Last Wish if the making of Jago Last Wish has been approved and confirmed by Bank Jago, here the user can make a will as desired and there is also a cashback or promo for payment of Jago Last Wish. Jago Last Wish also has a will claim feature, the closest provider that makes it easy to claim, as well as articles on lifestyle and life insurance.
the following is a clickable prototype of the Hi-Fidelity ScreenFlow that we have made:
5 — Testing 🧪
We conducted usability testing to test our design to target users and conducted in-depth interview as well to gather feedback.
We did usability testing and measured the result using Single Ease Question (SEQ). SEQ is a simple and easy way to quantify task usability. It’s also very useful when used in conjunction with qualitative feedback (if we ask a follow-up question “Why?”).
1. Jago Last Wish making and recommendation plan
SEQ score : 6 from 7
Feedback that we got from testing and interview with user was:
“The flow is easy enough”
“the information presented in my opinion is still incomplete”
“in the insurance description the writing is also too small”
2. Jago Last Wish payment with promo and cashback
SEQ score : 7 from 7
Feedback that we got from testing and interview with user was:
“there should be a promo or loyalty program for regular payments.”
“What if I pay late? Not yet explained.”
“Added a feature for payment reminders.”
3. Jago Last Wish will making
SEQ score : 6 from 7
Feedback that we got from testing and interview with user was:
“There should be a template for making a will”
“ it doesn’t told me the nominal of will”
“ The notary should be from Bank Jago”
Conclusion
From all of the process of designing Jago Last Wish, it can be concluded that the design made is sufficient to meet user needs and is easy to use. The solution will help users to choose life insurance according to their budget/financial goals and make it easier for users to be financially prepared for unexpected events. However, it can be further improved according to the feedback that given. We realize that in making the Jago Last Wish design there are still many shortcomings and another point of view is needed.
Next Iteration
For the next iteration, our To-Do list is:
- provide more complete information regarding the type of Jago Last Wish before the user chooses
- improve the will feature by including the nominal of the will and clarifying the flow of its creation, and providing template to make it easier
- provide loyalty promos for users who pay regularly on time
- create reminders for Jago Last Wish’s regular payments
- gamification to make the Jago Last Wish creation and payment experience even more enjoyable
- complete and improve insurance claim feature
Thank you for reading! Hope you enjoyed this case study. This is my first article at Medium anyway. If you have any feedback, I’d like to hear from you. Say hello at nabellanissa@gmail.com or connect on LinkedIn
