CONTINUOUS PARTNERSHIPS
Aditya Birla Health Insurance
How we made Design the centre of Innovation at one of India’s largest Health Insurance firms
Canvs has been a long term Design Partner for ABHI. We have joined hands to take the firm from digitization early on to a fundamental rethink of the user promise towards more progressive goals.
2016 -ABHI began as a digital first Health Insurance firm
A variety of Insurance products, services and business processes to be digitized and designed into seamless customer experiences
Activ Health: ABHI’s flagship product, an insurance companion app
Web journeys: Online insurance purchase and policy generation experiences.
Happy: On ground sales agent companion product.
Our work with ABHI was a 3 phase progression
PHASE 1: DIGITIZING INSURANCE
Digitizing Insurance for customers and Sales for Agents
PHASE2 : CATALYZING DESIGN MATURITY
Bringing Design Ops to ABHI: Catalyzing change towards product and design centricity of teams
PHASE 3 : MODERNISING THE VALUE PROPOSITION
From Insurance to Care: A relaunch of the product promise
First things first our job was to take the products to market.
Phase 1: Digitizing Insurance and Creating a digital companion for Sales
Activ Health Apps
The primary insurance companion app for customers to track their health returns, statements,raise service requests etc
Online journeys
D2C Insurance product purchase and policy disbursement experiences.
Happy Agent App
An on ground Sales Agent app that allows them to track their leads and generate proposals.
While ABHI grew as a product company, it became imperative for us to redesign internal processes to move with the times.
Phase 2: Design Ops : Catalyzing Design Maturity in Teams
Canvs Catalysing Design Maturity
As the Activ Health platform and the engagement matured, Canvs began to identify other core issues in product management that helped kickstart the Design Ops phase. With an evolving team and increasing customer base, there was an impending requirement to have systems in place for better cross-functional collaboration. This phase was aimed at improving both the functional and the more conceptual goals that the product team aimed to achieve.
Also! We turned Happy into a full Digital Office
A multi modal mobile office automation app for Agents with built-in team management
We turned Happy from a simple Agent companion app into a full-fledged digital office that allows agents and their supervisors to have a mobile desk. It now allowed them to schedule meetings, maintain contacts, set tasks, collect documents, send proposals and even manage teams reporting to them.
Globally insurance was moving towards care and wellness and we saw ABHI’s natural progression into it as a brand.
Phase 3: Gradually making Wellness the core business offering
Our Pitch to ABHI CEO Mayank Bathwal to move from Insurance as a positioning to Wellness and Care.
Pitching Wellness and Care as the centrepiece of Insurance
Globally, with products like Oscar, Lemonade, the promise of insurance had evolved from being a protective afterthought a continuous relationship with the customer centred around humanization.
So we proceeded to make Wellness the centre of the new applications positioning. We restructured the Information Architecture, brought wellness elements to the forefront and gave the app a new modern visual design with softer colour choices, modern visual styles and humane UX writing.
Our work with ABHI was well received by the customers. The new positioning worked.
CONTINUOUS PARTNERSHIPS
Aditya Birla Health Insurance
How we made Design the centre of Innovation at one of India’s largest Health Insurance firms
Canvs has been a long term Design Partner for ABHI. We have joined hands to take the firm from digitization early on to a fundamental rethink of the user promise towards more progressive goals.
2016 -ABHI began as a digital first Health Insurance firm
A variety of Insurance products, services and business processes to be digitized and designed into seamless customer experiences
Activ Health: ABHI’s flagship product, an insurance companion app
Web journeys: Online insurance purchase and policy generation experiences
Happy: On ground sales agent companion product
Our work with ABHI was a 3 phase progression
PHASE 1 : DIGITIZING INSURANCE
Digitizing Insurance for customers and Sales for Agents
PHASE 2 : CATALYZING DESIGN MATURITY
Bringing Design Ops to ABHI: Catalyzing change towards product and design centricity of teams
PHASE 3 : MODERNISING THE VALUE PROPOSITION
From Insurance to Care: A relaunch of the product promise
First things first our job was to take the products to market.
Phase 1: Digitizing Insurance and Creating a digital companion for Sales
Activ Health Apps
The primary insurance companion app for customers to track their health returns, statements,raise service requests etc.
Online journeys
D2C Insurance product purchase and policy disbursement experiences.
Happy Agent App
An on ground Sales Agent app that allows them to track their leads and generate proposals.
While ABHI grew as a product company, it became imperative for us to redesign internal processes to move with the times.
Phase 2: Design Ops : Catalyzing Design Maturity in Teams
Canvs Catalysing Design Maturity
As the Activ Health platform and the engagement matured, Canvs began to identify other core issues in product management that helped kickstart the Design Ops phase. With an evolving team and increasing customer base, there was an impending requirement to have systems in place for better cross-functional collaboration. This phase was aimed at improving both the functional and the more conceptual goals that the product team aimed to achieve.
Also! We turned Happy into a full Digital Office.
A multi modal mobile office automation app for Agents with built in team management
We turned Happy from a simple Agent companion app into a full-fledged digital office that allows agents and their supervisors to have a mobile desk. It now allowed them to schedule meetings, maintain contacts, set tasks, collect documents, send proposals and even manage teams reporting to them.
Globally insurance was moving towards care and wellness and we saw ABHI’s natural progression into it as a brand.
Phase 3: Gradually making Wellness the core business offering
Our Pitch to ABHI CEO Mayank Bathwal to move from Insurance as a positioning to Wellness and Care.
Pitching Wellness and Care as the centrepiece of Insurance
Globally, with products like Oscar, Lemonade, the promise of insurance had evolved from being a protective afterthought a continuous relationship with the customer centred around humanization.
So we proceeded to make Wellness the centre of the new applications positioning. We restructured the Information Architecture, brought wellness elements to the forefront and gave the app a new modern visual design with softer colour choices, modern visual styles and humane UX writing.
Our work with ABHI was well received by the customers. The new positioning worked.
IMPACT ON BUSINESS
Increase in ‘Wellness Partner’ activation/ usage
Value Added Services implemented over a 110000 times and Health Tools implemented over 150000 since redesign.
IMPACT ON PROCESSES
Digital Adoption
Increase of 10% in self servicing through app which takes away load from operations team at ABHI an over 38% of the ABHI customer base was now implementing the Activ Health Platform.
IMPACT ON SATISFACTION
Customer Engagement and Satisfaction
Android app rating jumped to a 4.1/5