A few months ago I had to purchase my own health insurance. The process was really frustrating. There were two separate pages for payment input, customer service had a hard time locating my payment details because of this, and the doctors provided on the website were not updated according to my selections (meaning I chose my insurance based on the doctors I wanted, to then find out after registering with the insurance company that my doctors are not in-network with them). So now I am left with paying an insurance company that I don't use and don't trust because I was given the wrong information.
Has anyone else had a similar experience?
As a UX Designer, I took it as a challenge to design a responsive website where these kind of pain points are answered.
Fueled by frustration and creativity, I built a digital product (Hoken) that makes a complicated subject matter like insurance into an easy method for young adults to purchase insurance.
UX Designer
UX Researcher
Figma
Notion
5 weeks
I started the project hoping to understand what makes young adults choose and stick with an insurance company. I initially started with focusing on how to make an insurance page "look cool" to attract young adults. However, that line of thinking has taught me to not focus on the solution first, but rather put more emphasis on research. I focused on how young adults interact with their insurance companies, what young adults think about insurance companies in general, and what were their goals, and pain points.
In order to dive deep into this, I needed to understand the domain of insurance, how this industry works, and the recent trends.
Here are the key insights from my secondary research:
To better understand this problem, I conducted a competitive analysis. I chose a few insurance companies and took note of their strengths and weakness while trying to find inspiration among existing products.