Creative Process

1. Research: Secondary research and surveys gave us good understanding on what type of personas match their target audience. We then recruited our target users to conduct further testing on YAS products.

2. Website usability testing: After inspecting their website both in English and Cantonese we identified few issues and we decided to conduct usability testing with 20 users both insured and insured with varying levels of tech proficiency.

3. RYDE APP usability testing: We tested our hypothesis with 12 new users. Additionally, we conducted diary studies with 4 of the participants for 3 days to understand how often and how they use the RYDE APP to activate microinsurance during their public transport trips. Most of them tended to forget to activate their microinsurance on the YAS RYDE APP, which is quite understandable. It's not a usual habit for them to activate microinsurance every time they use public transportation. The key takeaway from the diary studies is that with this new insurtech approach, people will require education to establish new habits.

4. User journey map: When we looked at the user journey map we made, we found that most people are interested in life insurance because they are afraid of losing their things, getting seriously hurt, or passing away. So the main trigger was fear based. To better reach these users, we came up with some ideas about where and how to target them.

5. Marketing suggestions: Even though HK is considered one of the safest and most convenient cities in the world when it comes to public transportation, it is also notorious among locals when it comes to taxis, minibus drivers and their ‘chaotic’ or ‘unique’ driving styles. This, it is reasonable to assume, is the moment someone might find themselves thinking about their safety the most as a commuter in HK. So I thought, why not target those places with YAS microinsurance marketing materials since the main trigger for desiring life insurance based on fear. Places such as back of the taxi driver/mini bus driver seat, mtr etc

5. Refinement: We refined all the collected insights and data on the users feedback and made small adjustments on their website and RYDE APP to ensure it was the best representation of their brand.

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Challenges

YAS has a skilled team of UI designers who performed admirably. Their strong UI work often made me more forgiving of certain UX issues. However, there were numerous noticeable UX flaws that couldn't be overlooked. During our final presentation to the client, I was somewhat borderline with my choice of words, I found myself balancing between critiquing their UX and praising their UI, when all I really needed to convey was this: "The effectiveness of beautiful visuals depends on how well users can interact with them, so solid UI design must be complemented by thorough UX research to truly shine." This experience taught both me and the YAS team the value of delivering clear and concise messages.

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Finalization

After presenting all our findings to our client and his team at the YAS HQ and getting valuable feedback from them we saw how their team in the matter of few months improved all UX flaws accordingly which brought them more revenue and user satisfaction. I kept bumping into YAS marketing campaign posters while taking taxis and minibuses which was a nice surprise and also it made me feel very nostalgic about my times working with the YAS family.

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Conclusion

Many potential users, both insured and uninsured, could be interested in insuring with YAS. However, because it's a relatively new service, we need to raise awareness and educate people about it. Microinsurance is vital for lower-income individuals to protect their belongings and savings, but many who could benefit are unaware of it. Companies like YAS are making insurance more accessible, but they need to focus on marketing, education, and encouraging users to activate their insurance when needed.

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