Boosting Data-Driven Lead Generation and Conversion Through Research
Researching AIA Health's online flow to identify user needs and challenges, and iterating based on user feedback and statistics to create an optimised user experience and effective sales funnel.
CLIENT
AIA Health
(Contracted through Convincely)
MY ROLE
UX Researcher
Usability Testing
TOOLS
Figma, Askable, Google Meets, Excel
DURATION
1 month
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BACKGROUND
Contracted by Convincely, I conducted research for AIA Health's online health flow to identify areas of improvement and enhance the customer experience while optimising the lead generation and sales conversion strategy.
Over the period of a month, I conducted over 50 user interviews and usability tests, testing different versions of prototypes for mobile and desktop platforms across various demographics. I collaborated closely with the lead UX Designer and Client Strategy Manager to discuss key insights and feedback from the user interviews and usability testing.
These insights were implemented, and designs were iterated and tested accordingly. I uncovered key insights and collected user satisfaction and usability scores, which were presented in stakeholder meetings to gain buy-in and support for the conversion strategies used by Convincely. The health flow I researched has now gone live with favourable conversion outcomes.
USER INTERVIEWS AND USABILITY TESTING
Conducting user interviews and usability testing with users over Google Meets and Askable
Following the discussion of research objectives and plans, a meeting was held with the lead UX Designer to collaborate on creating a discussion guide tailored for different demographics. Subsequently, numerous interviews and usability tests were conducted using Google Meet and Askable. Various prototypes were tested, including family, couple, female, and male versions for both desktop and mobile.
User information, key insights, timestamps, and quotes from each test were meticulously recorded in a shared Excel spreadsheet accessible to Convincely staff, ensuring easy consolidation of findings. Additionally, a SUS Score was recorded at the end of each test to measure user satisfaction and design usability. Overall, most users provided positive feedback, indicating that they would use the prototype designs if they were launched to understand which cover suited them the most when deciding to purchase health insurance.
SOLUTION IMPLEMENTATION
Going Live and making conversions!
The desktop and mobile versions of the online health flow are now live on AIA's website, guiding users through the online health insurance process and effectively generating leads while driving online sales.
OUTCOMES
Since going live at the end of June 2024, the online health flow I researched has been converting into online sales at 9% of those that enter the funnel, up from 0.5% (and counting).
...That's almost a 2000% increase!
The design was also entered into the Good Design Awards for 2024.
