Transform the digital comparison experience to 14% less effort, 21% higher customer confidence & 10% more conversion.
Team
1 Lead PM, Health Insurance Squad, and SMEs across business
Role
Lead designer
Year - timeline
1.5 months 2024
Why focus on comparison page
The products comparison page is a high-impact decision point, yet with highest drop-out rate in join flow
Improving this page can optimise customer experience and confidence, business conversion & operational efficiency. Currently the page has the 52% drop-out rate (which is a lot higher comparing to our sister brand AHM - 31%). Also A seamless comparison experience can become a key differentiator to showcase our value in the competitive insurance industry. Lastly this is a page that is commonly used across all 6 types of insurances we offer - making it modular and scalable could enhance the overall cohesiveness and efficiency.
Current user journey
This project focuses on the step - comparing covers
But the overall journey and what happens before and after are critical to be brought into considerations.
Outcome
An intuitive, reusable cover comparison experience that reduces customer effort and builds confidence in their decision-making.
The main challenge
HMW empower customers to compare & select covers more easily and confidently
After the kickoff, I delved deeper into identifying pain points by leveraging existing research insights and conducting moderate additional research. I also benchmarked our current experience against competitors' comparison pages to assess gaps and opportunities.
From the research, I uncovered two main pain points:
Overwhelming comparison experience – Customers feel overloaded due to the large number of options and the complex presentation of information. The comparison page lacks key features and functions to help simplify decision-making, leading to lower confidence in their choices.
Unclear value for money – Customers struggle to assess whether the premium price is justified. They actively look for additional benefits to validate their investment but find it difficult to do so on the current page.
Impact
Reduced effort, increased confidence & conversion
The results is based on the customer testing & a/b testing.
Customer effort in comparing & selecting
Customer confidence over the selected cover
Conversion increase from compare to join start (on all devices)
Conversion increase from compare to join start (on mobile)
Reusable & scalable for other 5 insurances
Design strategies
Make it simple, clear and confidence-building
Transform an overwhelming experience into a simple and clear comparison.
Shift the perception of being overpriced to demonstrating clear value for money.
Move customers from feeling uncertain to confident in their decisions.
From content hierarchy to concept design
Content-driven design for simple & intuitive comparison
From page-level analysis, session replays, heatmap and moderated research, I started analysing the content hierarchy. Based on the customers mental models, they need to understand and compare the following details between the covers or brands:
Product & price
Excess or claim back
Key differences
Inclusions or exclusions
Member benefits
Exploring layout options
Side-by-side layout is most effective for its familiarity & efficient scanning
Drawing the ideas from competitive research and ideation workshops, I started evaluating and testing which layout option enables a better comparison experience.
Preferred: Side-by-side layout
Faster, clearer comparisons of coverage and costs.
Efficient scanning with line-by-line attribute comparison (e.g., premiums, coverage limits).
Industry standard in Australia, aligning with user expectations.
More intuitive than stacked layouts, which require more clicks or scrolling.
Stacked (Vertical) Layout Considerations
Useful for 10+ options (seen in some US providers).
Highlights key details upfront (e.g., out-of-pocket costs, exclusions).
Wireframes iterations
Key inclusions to identify differences quicker
During the design, testing, and iteration of wireframes, curated highlight services proved effective in helping customers quickly identify differences and shortlist covers.
Customer feedback reinforced this:
"How they just had a couple listed here—I think that was really good, just to give a basic overview."
Wireframes iterations
Tabular view saves comparison effort
Further iterations and customer testing revealed key insights:
Tabular view with shared service headings reduces effort by eliminating the need for excessive expansion.
Annual limits are critical for customers assessing whether Extras cover meets their needs.
“Combined limits” cause confusion, as customers interpret them differently.
Expandable details improve navigation, preventing users from needing to go back and forth.
Wireframes iterations
Members benefits, at the right place & right time
Further iterations and customer testing revealed that member benefits are more noticeable when placed below the product cards, ensuring they appear at the right place and right time in the user journey.
Hi-fi design
Test & refine new design language system & work with marketing & legal
After multiple iterations, I refined the wireframes into hi-fi designs, focusing on:
Applying tokens from the new design language system.
Maintaining “Medibank” prefix in product names (for now).
Ensuring marketing copy and legal compliance.
Enhancing intuitive comparison with:
Clear rationale for recommendations.
Personalized “key inclusions” based on user inputs.
Dynamic offers/promotions based on selected covers.
Seamless scrolling with minimal visual noise.