DrivemateSure
DrivemateSure is a Thai online car insurance platform launched by Drivemate in 2021 as they looked into product diversification amid the COVID-19 pandemic. More than a million cars are sold in Thailand per year, with motor insurance being sold in traditional ways, involving a lot of paperwork and time-consuming processes.
We saw this as an area of opportunity to disrupt a traditional business line and add an additional revenue stream for Drivemate by designing a customer journey that makes it easy for people to insure their vehicles completely online.
I worked mostly on product discovery, carrying out UX research and on journey maps and user flows. The majority of UI work was done by our design lead, who specializes in interface and visual design.
The Problem
During the pandemic there was a steep decline in car rentals in Thailand – which hurt Drivemate’s business – but there was an increase in cars sales. This provided an opportunity to use Drivemate’s brand name to branch out into insurance and launch DrivemateSure, which allowed us to cross-sell insurance and mobility services for new and existing Drivemate users
We surveyed insurance tools currently in the market and through a series of remote interviews with users and AutoSmart, an insurance broker, we narrowed down the major customer-facing pain points in the insurance journey.
Way too many steps in the process. Users want a quote for their package as soon as possible
Opportunities
Outdated UX and visual interface design
Too much personal information asked before insurance packages can be viewed/selected
Insurance platforms include offline communication in combination with online – lengthier process
Design Process
Quotation cards are taking unnecessary space, and the compare checkbox on each card is repetitive and redundant
Popup showing package details on the quotations page - quick view before selecting package
Round 2
Round 2
Round 3
Grid view is more compact and a comparison mode removes the need for default checkboxes
Additional Features
A stepper appears on the top after selecting a package to show total and remaining tasks
Determined to provide a good buying experience, we conducted many rounds of user testing and iterations based on feedback.
Landing Page
Quotations Page
Round 1
Round 1
All interactions in a small area on the screen
Bigger area for interaction but previous selections are not visible
Sequential selection with a linear flow - restricted to a single area
Results
With DrivemateSure, people wishing to buy insurance for their cars were able to fulfil their task more quickly and we were able to market the product to Drivemate’s existing user base as well. The feedback from AutoSmart was extremely positive and especially noted the ease with which buyers can get quick access to insurance quotations.
Additionally, due to the steady increase in customer acquisition and revenue, Drivemate is now looking into expanding into other forms of insurance, such as travel.
Working on DrivemateSure was not only fun but a great learning opportunity. I am currently working on performing further user testing, especially focusing on testing new ideas that we’ve been working on and refining the product further.