OneDegree Hong Kong is the first technology-based insurance company authorized to operate virtual insurance in Hong Kong with industry-leading reinsurers such as Munich Re and Reinsurance France. OneDegree Global, is dedicated to providing digital solutions for insurers and insurance providers, creating a new insurance experience for industry leaders.
Obtained the Hong Kong pure digital insurance license in April 2020, and after the accumulation of the previous years, and launched the pure online pet insurance in Hong Kong every other week. Hope that through digitalization, users can understand complex insurance products in a simpler and more transparent platform, which will change their stereotypes about insurance and make their lives more secure.
OneDegree is a virtual financial insurance product in Hong Kong that provides digital insurance for pets, homes, and illnesses.According to a preliminary survey, the most popular pets in Hong Kong are dogs and cats, but the third and fourth most popular pets are turtles and birds, so we hope to offer the first new type of insurance in Asia and provide more owners with new virtual insurance options.However, since turtle and bird insurance does not exist in Asia yet, OneDegree will be the first to release such a product, and the market acceptance and demand are unknown, which will be a big challenge, and I was the lead designer for this project.
Through the market research report we found that a high percentage of users have exotic pets, but due to resource constraints and uncertainty, we decided to set up a scurm team to test the market demand first with the marketing and promotion design development by voting.
Define success metrics with PO:
∙ Reach the vote target we set
∙ 15,000 expected traffic, 1% conversion rate = 150 votes
∙ Traffic from sharing button
We were very clear about the TA and the journey. We wanted to test the market temperature and provide a simple and convenient purchase process for turtle and bird owners in the Hong Kong market, and validate the demand by voting. We started planning the process and design details after defining with the product manager.
After discussing with PM, we planned the wireframe of the voting page based on User story and User flow, and put the most important voting information and product highlights (1,3,4) at the top in order of priority so that users can understand the content of the voting as soon as they enter, and then present the discount offers after participating in the voting (5), and finally, the voting form (6). In order to make the overall activity page more lively and interesting, and also hope that users have the atmosphere of competing with each other, a UGC block (7) is specially designed at the bottom, which can show each voter's favorite pet and also add heat to the whole activity, and finally a floating button is added on the activity page to make it easier for users to go to the Form block to increase the conversion rate of form filling (2 ).
In the design of the petition page, I used gamification design, because we are a B to C product, so we hope to create a safe, lively and warm image, and in the voting process, we hope to make users feel like they have to complete a certain game task to stimulate them to achieve.
After a month of collecting voters' information on the campaign page, the number of voters was close to 750 on the final deadline, and the target achievement rate exceeded the original target by 50%.
What we achieved:
1. Gauge the interest about the exotic pet plan.
2. Increase our qualified lead database.
3. Involve our audience in our product creation process .
4. Create awareness through user generated content
Finally, we worked with the marketing team to design the policy page and purchase flow, and in Phase1, the first users who participated in the voting could purchase the Turtle,Tortiose and Birds Insurance at a lower discount by means of a promotion code and email verification!
👉 Click here to see the policy pageAfter the product went online, we did an A/B test to track whether there was a change in the conversion of the useful floating button with and without the floating button. The number with the button was higher at the beginning, but the conversion rate without the button was higher after a long period of time.
So in this part can show the floating button in this side is no way to significantly improve the conversion rate, but also may affect the user did not carefully read the contents of the summary and drop out.
Launching a brand new product is a big risk for both the team and the company, and this time it was a very successful experience to verify the market demand by using an active polling page, which also established the first launch milestone in Asia.After achieving the originally set number of votes, and thanks to the assistance from Wordpress engineer Studeward, although Wordpress required some trade-offs in the design, the design still landed on time as expected.
It took another two months for Turtle Bird Insurance to be officially designed and developed online, but continued design iterations are necessary to gradually move from voter to open to all Hong Kong beeders.Launching a brand new product indeed carries significant risks for both the team and the company. However, our approach of utilizing an active voting page to verify market demand has proven to be a highly successful experience. This milestone marks the first-ever launch of its kind in Asia. Despite some trade-offs in the design process, we were able to stay on schedule and meet our deadlines.Following the achievement of the initially set number of votes, we received invaluable assistance from Studeward, a WordPress engineer. While there were certain compromises required in terms of design, we were able to ensure timely implementation as anticipated. It took an additional two months of dedicated effort to complete the official design and development of Turtle Bird Insurance online. We recognize the importance of continuous design iterations to progressively transition from voter access to open availability for all breeders in Hong Kong.
Launching a new product is inherently risky, but our successful experience of validating market demand through an active polling page has laid a strong foundation. With the support of our dedicated team and valuable feedback from voters, we are confident in the continued success and gradual expansion of Turtle Bird Insurance in the Hong Kong market.
