UI/UX Case Study: Redesigning Kenko’s Post Plan Purchase Onboarding Flow
In this case study, I am going to share my process of redesigning the post-plan purchase onboarding flow of the Kenko app. I’m very excited about this one as it marks my first professional work 🙈. So, let’s get into it.
Overview
I was the sole designer who worked on this flow, but I did collaborate with other people for feedback and insights.
- Project manager: To understand the scope of the project and its requirements.
- Senior designers and stakeholders: To get on-time feedback on the designs as well as the direction.
- Engineers: To ensure what goes live is exactly as per the design.
About the app
Kenko is a one-stop destination for all your healthcare needs. You can order medicines or other healthcare products, book lab tests or doctor consultations (both online and offline), monitor all your health benefits, get coverage for your hospital bills, and manage your reimbursements.
The company has ties with hospitals across all cities pan India and medical stores to make this happen hassle-free for all its users. Users can choose between different plans as per their needs to avail these benefits.
Let’s dive into the work.
Problem statement
I had to re-design the post-plan purchase onboarding flow. As the name suggests, after the user buys the plan there are a few procedures to complete before the user can start using their plan benefits.
The primary goal of the redesign was to provide a much simpler and smoother experience for post-plan onboarding. We will dive into the particular details later, as we go into the individual steps.
Getting started
I went ahead to create the user flow diagram for the new flow which gives a clear idea about the screens that need to be designed.
Then, I went on to start iterating designs for the actual screens. This is a screenshot of all the work that went behind before the designs were finalised.
Now, let’s go through the final designs in detail.
Adding beneficiaries after buying the plan
The first step that the user needs to do after purchasing a plan is to add all the beneficiaries. They have to add basic details like name, date of birth, gender, and any major or minor health issues of each beneficiary in the plan.
Now, there are three possible cases here.
- If no health issues are declared for any beneficiary, the user moves hassle-free to the next step to verify their identity and get a health check-up.
- If any health issues are declared, the user has to wait for 2–3 hours during which the doctors at Kenko will check about the coverage of the diseases declared.
- If the diseases declared are covered by Kenko, users can move on to the next step.
- If not, then the user is informed that they are not eligible for the plan and a refund is initiated for the subscription amount.
Next comes the onboarding
This has three parts and needs to be done only for the primary user.
- Identity verification
- Medical tests
- Activate plan benefits
Let’s see each of these in detail.
Identity verification
As the name suggests, the user has to verify their identity, and what better way of doing it than with Aadhaar?
The user has to enter the Aadhaar number linked with their Kenko registered mobile number, then upload a selfie and voila it’s done.
If the Aadhar-linked mobile number and Kenko-registered mobile numbers are different, then the user has to update their Kenko-registered mobile number to match their Aadhar-registered number, or else identity verification fails and a refund is initiated for the subscription amount.
What’s different from the old version: In this redesign, the user can verify their identity just by entering their Aadhaar number and uploading a selfie. This is much simpler compared to the previous version where the user had to upload multiple pictures of their PAN card, another ID-proof and then their selfie.
Free health check-up
This is done only if the primary user’s age is above 30 years. First, the user needs to select a location, and if it is within the serviceable area, they can then choose a slot for their sample collection. Kenko's lab partner will come during the scheduled time slot and collect the sample for a health check-up. The report is then available in the app within 2–3 days.
In case the user’s location doesn’t come under the serviceable area, they have to do the required tests themselves and upload the reports and bills (to get reimbursement) within the app for verification. The uploaded reports are then verified within 2 days and the journey status is updated on the app.
And just like before, if the report shows some major health issues that are not covered by Kenko, then the user is informed that they are not eligible for the plan and a refund is initiated for the subscription amount.
What’s different from the old version:
Earlier, the user has to enter the addresses manually, but now they can pin the location to know if they come under the serviceable area or not.
Earlier, the user was not informed if their entered address was un-serviceable, just information regarding the tests to be done was provided. This could lead to a state of confusion about what is actually happening in the process. In the redesign, it is clearly communicated to the user that their selected location comes under a non-serviceable area, followed by the steps that they need to follow to continue the journey.
The slot booking screen also gives clear information about the availability of slots.
Also, in the redesign, the user gets a more detailed and clear idea about the status of their report.
Activating the plan
In the final step, the user needs to agree to the terms and conditions, post which they land on the home page to avail all their plan benefits.
I would have loved to tell you how the user conversion rate has changed, and how this impacted the business metrics, but can’t right now as the redesign is still under development. Keep watching this space for an update.
And…that’s all!
As this was my first professional work, I learned a lot while collaborating with different people. It was all about understanding the product requirements from the product managers and designing the way it meets both product as well as user goals. Feedback from all fellow designers helped a lot in trying different iterations and finally closing in on the best solution.
If you enjoyed this case study then tap and hold the clap button for a few seconds and leave up to 50 claps 👏.