Insurance Policyholder Experience - NID Graduation Project - Ujjwal Dubey

DEGREE PROJECT
Card game
Insurance for Gotham
Policyholder Comics
Experience
Sponsor : Gotham Studios

Salesforce, (Asia), Bangalore
Hyderabad
Volume : 11
STUDENT : MURALI KRISHNA S MENON

UJJWAL DUBEY
PROGRAMME : Masters
Mastersof
ofDesign
Design (M. Des)
GUIDE : GAYATRI MENON

Dr Bibhudatta Baral and Prof Anoop Saxena
2016
2019
INDUSTRIAL DESIGN
IT INTEGRATED FACULTY
DESIGN (TOY
(DIGITAL & GAME
GAME DESIGN)
DESIGN)
The Evaluation Jury recommends MURALI KRISHNA
UJJWAL MENON for the
DUBEY
Degree of the National Institute of Design

IT IN
INTEGRATED
INDUSTRIALDESIGN
DESIGN(DIGITAL GAME DESIGN)
(TOY & GAME DESIGN)
herewith, for the project titled "CARD GAME

“Insurance FOR GOTHAM
Policyholder COMICS"
Experience”
on fulfilling the further requirements by*
Chairman
Members :
Jury Grade :
*Subsequent remarks regarding fulfilling the requirements :
This Project has been completed in ________________ weeks.
Activity Chairperson, Education

Copyright Statement
I hereby grant the National Institute of Design the right to archive and to make available my graduation
project/thesis/dissertation in whole or in part in the Institute's Knowledge Management Center in all forms of
media, now or hereafter known, subject to the provisions of the Copyright Act. I have either used no substantial
portions of copyright material in my document or I have obtained permission to use copyright material.
Student Name in Full: Ujjwal Dubey

Signature:
Date: 09/11/2020
Originality Statement
I hereby declare that this submission is my own work and it contains no full or substantial copy of previously
published material, or it does not even contain substantial proportions of material which have been accepted for
the award of any other degree or final graduation of any other educational institution, except where due
acknowledgment is made in this graduation project. Moreover I also declare that none of the concepts are
borrowed or copied without due acknowledgment. I further declare that the intellectual content of this
graduation project is the product of my own work, except to the extent that assistance from others in the
project’s design and conception or in style, presentation and linguistic expression is acknowledged. This
graduation project (or part of it) was not and will not be submitted as assessed work in any other academic
course.
Student Name in Full: Ujjwal Dubey

Signature:
Date: 09/11/2020
Digital Game Design | Ujjwal Dubey 1
Acknowledgments
The 6 month graduation project was an amazing learning experience. I would like to thank the National
Institute of Design for guiding me throughout to achieve my goal of learning Design. I would also like to
thank Salesforce, Hyderabad for giving me this immense opportunity to work on such a humanising subject of
insurance. I would like to extend my gratitude to Prof. Bibhudatta Baral and Prof. Anoop Saxena for being the
voice of information, rationale and good design guide throughout my tenure at the institute.
I would also take this opportunity to thank my mentor - Mr. Senthil Kumar M and my manager - Mr. Malhar
Gupta at Salesforce, for providing me the right inputs and all necessary resources to complete this project. My
acknowledgement would be incomplete without a mention of my friends and family for their constant
motivation and feedback.

Contents
1. Introduction
2. Overview
3. Understanding Domain
4. Research
5. Design
6. Conclusion
7. References

Introduction
National Institute of Design (NID)
NID Bengaluru
Digital Game Design
Salesforce
4
National Institute
of Design
The National Institute of Design (NID)
is internationally acclaimed as one
of the foremost multi-disciplinary
institutions in the field of design
education and research. The Business
Week, USA has listed NID as one of the
top 25 European & Asian programmes
in the world. The institute functions
as an autonomous body under the
Department of Industrial Policy &
Promotion, Ministry of Commerce
& Industry, Government of India.
NID has been declared ‘Institution of
National Importance’ by the Act of
Parliament, by virtue of the National
Institute of Design Act 2014.
NID is recognized by the Dept. of

Scientific & Industrial Research
(DSIR) under Ministry of Science &
Technology, Government of India,
as a scientific and industrial design
research organization. NID has been a
pioneer in industrial design education
after Bauhaus and Ulm in Germany
and is known for its pursuit of design
excellence to make Designed in India,
Made for the World a reality.

NID Bengaluru
NID’s R&D Campus at Bengaluru was set
up as a joint initiative of and funding
from the Department of Industrial
Policy and Promotion (DIPP), Ministry
of Commerce and Industry and the
Ministry of Information Technology,
Government of India and was
inaugurated in March 2006. R&D
Campus commenced two
research-intensive PG Programmes
namely Design for Retail Experience and
Design for Digital Experience, from the
academic year 2007-2008.Currently,
five Masters programmes are offered
from this campus.
NID’s Research & Development Campus

addresses the immediate need for an
exclusive Design Research center in the
country, by fostering the creative design
spirit and sighting new opportunities
and frontiers through NID’s design
acumen nurtured over the four decades
of the intense teaching-learning
process.

Digital Game
Design
The Digital Game Design (DGD)
programme will train, nurture and
combine students’ creative imagination
with latest technologies to create games
and experiences. The graduates of this
programme will be highly required in
Digital entertainment and computer
gaming Industry. The programme will
combine inputs from computing, Arts,
Aesthetics Design, and Social and
Cognitive Sciences in order to make the
programme highly interdisciplinary.
The programme is of two and half year
duration. The programme will focus
heavily on student’s communication
skills, team work, critical and creative
thinking and problem solving skills.
The programme educates the students

in the areas of digital media, digital arts,
history and theory of games/gaming, 2D
and 3D graphics, simulation and
modeling, user interface design,
storytelling and narrative architecture.

Salesforce
Salesforce.com, Inc. (usually
abbreviated as SF or SFDC for Salesforce
dot com) is an American cloud-based
software company headquartered in San
Francisco, California. Though the bulk
of its revenue comes from its
customer-relationship management
(CRM) service, Salesforce also sells a
complementary suite of enterprise
applications focused on customer
service, marketing automation,
analytics and application development.
Salesforce.com has its services

translated into 16 different languages
and as of July 31, 2011, had 104,000
customers and over 2.1 million
subscribers. Salesforce moved its
Midwest Regional headquarters to
Indianapolis in 2017.
Salesforce was ranked first in Fortune's

100 Best Companies to Work For in 2018
and second in 2019.

Overview
Problem Statement
Goals
Timeline
Process
9
Problem
Statement
The project is focussed on providing the
best possible experience to the
policyholders, who for a long time were
dependent on captive or independent
agents for insurance-related affairs.
The need of the hour is a policyholder’s

experience that provides reliable
execution of service requests like
updating policy details, filing claims,
claim reimbursement and policy
renewal.
Any further exploration to enhance the

affinity towards insurance as a product
and industry should be encouraged as
often it is viewed as one of the complex
domain for an average person.

Goals
It was very evident from the beginning
that a conservative solution towards
policyholder’s experience might not be
enough to overcome the inertia of
human agent dependence and
complexity of the insurance domain.
The solution should stem from the very

basic reasoning of the value that
insurance provides and how it could be
augmented using today’s available
technologies.
The goal ultimately was to

fundamentally rethink the concept of
insurance of the customer and change
the dynamics of customer-insurer
engagement.

Timeline
7 star experience
Define
Design
Portal
Design
Validate
Define
Discover
May Jun Jul Aug Sep Oct Nov Dec
The project began on 15th May 2019 and ended on 15th Nov 2019, spanning a duration of six months.

Process
Discover Define Design Validate

Competitors Study Major problem areas Apply learnings to Usability testing
Complaint Analysis Key Insights portal design Corrections
Review Analysis
Seven star experience
An iterative process helped in translating few insights into design and testing them. Based on testing
further scoping and designs were made.

Understanding
Domain
Insurance overview
Persona
Insurance Processes
14
Insurance Overview
Insurance is a case of negative reinforcement.

Policyholders pay a premium, deductibles, and other Service Provider
charges to avoid or prepare for aversive stimuli (medical

emergency, damage to property).
There are two main types of insurance:
m
ai
Deductibles,
1. Property and Casualty
Cl
Co-insurance,
2. Life and Annuities Co-payment
Property and Casualty insurance allows customers to

Premium
ensure their assets like home, car, jewelry, electronics, etc.
Life and Annuities insurance, however, manage risks
Claim
related to human life and related events. Some of the
Insurer Policyholder
common types of L&A insurance are health insurance,
term insurance, life annuities, etc.

Comparing L&A and P&C
If we compare the volume of insurance

undertakings for both L&A and P&C, it is
clear that for each L&A policy there exist
nearly two P&C policies, as per the EU
data from Q3 2016 to Q4 2018.
This is likely due to the difference in the

nature of the two types of insurance.
L&A is generally over a lifetime of an
individual whereas P&C is over the
limited time period depending on the
expected lifetime of the asset.
It is worth noticing that the complaints

from both the types of insurance follows
the same ratio of the volume of the P&C (77%)
undertaking.
L&A (23%)

Phases in customer journey
Figuring needs Buying Policy Incident to FNOL

~months ~days ~hours-days
Post Buying Claim Resolution

~weeks
P&C ~years
L&A ~decades
Phases in two types of insurance and their rough time span

Persona
There is an acute difference in the attitude and

expectations of Generation Z and Millennials towards
digital insurance.
Millennials : This persona group has a behavior of what

can be termed as “Check online and buy offline”. They
tend to rely on digital channels for information gathering
and advise but when it comes to purchasing a policy or
subsequent actions, agents are their go-to source.
Generation Z : They prefer social media to educate

themselves and online channels like insurance
aggregators, insurer websites and apps to purchase and
manage their policies. This type of behavior can be labeled
as “Largely digital behavior”.
Younger Persona Older Persona

Gen Z Millennials

Millennials Persona
Working Parent
Sophia
Personal Details Goals
● Age = 35 yrs ● Provide Barbara with best

● High school graduate education
● Comes from Windham, CT ● Pay mortgage for the townhouse
● Has a daughter and old parents ● Support aging parents and her
family
Occupation Pain Points
● Certified Nursing Assistant ● No time to do insurance plan

(CNA) at Hartford Hospital research, call agent, compare
● Commute time : 1.3 hrs, Working quotes on her own
hours : 7 and 2 days weekend ● Insurance related information is
● Salary : $26,590 (Half of the difficult
household income) ● Driving to hospital, school and
back home daily
Asset and Liabilities Technology

“I am constantly worried about the traffic and my kid. I
want a cost effective insurance cover which is specific to
● Townhouse and its mortgage ● Uses mobile phone mostly my requirements.”
● Accura MDX Car ● Loves social media and games
● Health of aging parents ● Prefers tablet at home
● Barbara’s tuition fees
19
Gen Z Persona
Young Working Professional
Adrian
Personal Details Goals
● Age = 26 yrs, Unmarried ● To get/stay in a secure job with

● Lives in New York regular income
● Has a degree ● Wants to invest money
● Wants to get sufficient insurance
coverage
Occupation Pain Points
● Social media manager at a ● Not knowledgeable enough to

startup buy insurance
● Salary : $53,062 (entry level, ● Expects employer’s to take care
median is $100, 000) of financial and insurance needs
but doesn’t get
Asset and Liabilities Technology

“I need auto insurance for my new Axia. I don’t have
● College debt ● Tech savvy time and patience to read through complex plans and
policies.”
● Iphone X ● Very active on social media and
● New car : Perodua Axia professional websites
● Early adopter
20
Insurance Processes
Main processes involved in the customer journey we saw

previously are Buying Policy
1. Buying policy
2. First Notice of Loss
3. Filing Claim Update Address
4. Service Requests
a. Updating Address
b. Updating Beneficiary
c. Renewal
FNOL
Filing Claim
Renewal

Buying policy
Gather information Get the quote Comparison Contact Agent Track policy
Neutral
As the process gets complex and information heavy the emotional state of customer changes. She gets
frustrated while comparing the quotes from aggregator and leaves the entire procedure to the agent

First Notice of Loss
911
Call the police Document the damage Call Customer Wait for towing vehicle Get rental car
and 911 Service
Neutral
Relieved
Relieved
Worried
Panic!
Panic!
Conversation with human agent is the inflection point for change in emotional state for this flow.

Filing claim to resolution
Fill claim form and get Approve the estimate and Pay Get Reimbursement payment
estimate deductible
Neutral
Relieved
Surprised
Anxious
Conversation with human agent is the inflection point for change in emotional state for this flow.

Research
Usability Analysis
Trust analysis
Review Analysis
Behavior Study
Problem Areas
25
Usability Analysis
Based on “Usability Heuristics for User
Interface Design” by Jakob Nielsen
usability of competitor products was
evaluated.
+1 point is awarded if the product was in

line with a particular heuristic.
Some of the key findings were
1. Even the products doing better in

PC usability are lagging in Mobile
eg., Transamerica, ICICI Lombard.
2. 37% of customers have used
mobile at least once from figuring
needs to filing a claim while the
number is 46% for tablet.
3. Less than one-third are impressed
by mobile services.

Trust Analysis
User Ratings and reviews Third party validation Comparison option
Customer reviews External surveyor validation Compare with other brands
Awards and recognition
Private agency validation

Open User Community
Based on trust heuristics called “Trustworthiness in Web Design” by Nielsen Norman Group, the
competitor products were evaluated and common practices were called out.
Upfront disclosure Large amount of relevant Connected to web/ world
information
Premium calculation parameters Blog and articles Mention of partners
Agent's information
Claim settlement and process details Prevention tools
Planning tools
Social media links
Philanthropy activity
Personal data usage information

Review Analysis
This approach was inspired by cyber
ethnography where in the researchers
would join and observe the online
community of the users. Since I had very
little or no access to the policyholders,
following their online communities and
forum became the next best thing.
To understand problems faced by users

during the process of buying to to claim
resolution I looked into the reviews left
by policyholders on online forums
(MouthShut.com and ViewPoints.com)
and analysed them using two main
approaches:
1. Grounded Theory : Allowed me to

qualitatively analyse the reviews
and figure out patterns and
categories.
2. Text and Sentiment Analysis :
Using web scraping and R Studio
over 140 reviews were broken
down to words. Key words and
sentiment were used to find the
worst review .
Grounded Theory Analysis
Selection “...Last year, they sold car insurance with
some discounts and later they adjusted
Based on number of views the reviews without telling me by reducing the
were selected from MouthShut.com (for coverage duration.”
Indian customers) and ViewPoint.com
(for US customers). Deliberate fraud without informing
Open Coding Change in coverage amount
They were paraphrased and unnecessary
information was removed. Then the
shorter sentences were reduced to Axial Coding
False promising
Providing incorrect information
codes. The frequency of these codes
were noticed and the most frequent
ones were selected. Broad categories
emerged from the selected codes which
became the highlight of the entire
analysis. Recurring
Codes
Some of the major categories that
emerged were erroneous information
given to the customers, delay in the
process, missing relevant documents,
lack of transparency and lack of trust.
Categories Erroneous Info Bad Intent
Transparency

Major Codes and Categories
Categories
During sale Post sale till Incident Incident to FNOL During claim process
Discrepancy b/w policyholder and

Providing wrong deadline Processing with incorrect information
insurer information
Erroneous Info
Processing with incorrect information Fluctuating claim coverage, claim amount
Delay between payment and policy

No urgency from customer care No response from CSR No urgency to process claim
document
Delay
Delay between payment and formalities Delay in filing claim Slow response from adjusters
Deliberate fraud without informing False promising Unresponsive escalation mechanism

Low Trust
Reluctance in claim payment
No explanation on deductions or
Vague explanation on reduction in IDV No explanation on claim amount Transparency
reduction in IDV
No cancellation possible
No document of renewed policy No complaint document provided

No confirmation of purchase Missing Document
No Cover note, No policy document
Five main categories emerged from this analysis, which gave us substantial evidence about the pain
points which customers faced.

Text and Sentiment Analysis
Web Scraping Beautiful Soup 4 a
Since it was difficult to carry out Python Library was
used for web scraping
grounded theory analysis on a larger
scale, an automated approach was
needed to deconstruct the reviews and
understand their structure and tm package in R studio
Text Analysis
was used for text
sentiment. analysis
The most critical reviews based on the

the negative sentiment score would then tm package in R studio
Sentiment was used for sentiment
be sorted and manually the codes will be
Analysis analysis
cross validated. If the codes sufficiently
explained the core idea of the review
then we could have more trust in the
codes generated by a small sample size The indices of
Filter Reviews negative sentiment
of the reviews. reviews weresorted
Nearly 140 reviews from both US and

Indian policyholders were scrapped
Manually the codes
using Beautiful Soup 4, a python library Validate Codes were cross validated
and then exported to a CSV file. The file with the sorted reviews
was imported to R studio and R libraries
were used to conduct text and sentiment
analysis.

Text Analysis
100 total reviews 39 total reviews
The keywords that were measured, relates to policy types and problem types. Keywords related to
problem type are Claim, Agent, Delay, Call and the Keywords related to policy type are Auto, Car, Life,
Health. For both Indian and US reviews “Claim” is the most frequent word in the corpus.

Sentiment Analysis
100 total reviews 39 total reviews
Unsurprisingly most negative, angry and sad reviews overlap. For ICICI Lombard the filtered reviews are:
Most negative reviews - 6, 87, Angriest reviews - 2, 6, 87, Saddest reviews - 2, 6, 87. The common ones
are 6 and 87. For State Farm the filtered reviews are: Most negative reviews - 4, 14, 20, 27, 37, Angriest
reviews - 4, 14, 20, 27, Saddest reviews - 4, 14, 20, 27, 37. The common ones are 4, 14, 20 and 27.

Filtered review example of State Farm
“...asked for more documentation... State

Farm gave me those documents, but only
after an argument or disagreement…”
“...The claim specialist said that because

of my request, I wasted time and
“...instead of State Farm helping me … I
therefore they refused to help me to the
was challenged and had to research the
best of their ability.”
rules and regulations on my own…”
Incident to FNOL Claim resolution
● Discrepancy b/w policyholder ● Discrepancy b/w policyholder and insurer

and insurer information information
● Delay in filing claim ● No document provided initially
● Slow information exchange
● Reluctance in helping and claim payment
Review number 14th out of 39 - The most negative, angry and sad review of amongst all, is shown as an
example of how codes were applied and validated. Codes from four out of five categories were able to
sufficiently explain the review.

Behavior Study
“Check online buy offline”
behavior
They tend to rely on digital channels for

information gathering and advise but
when it comes to purchasing a policy or
subsequent actions, agents are their
go-to source. For simpler insurance
purchases like Property and Casualty
governing factors that affect the
decision are price, brand, customer
service, financial stability in the
decreasing order of priority. However,
for complex purchases like health and
home millennials rely on brand value
more than anything else.
Family and friends affect the attitude “I am constantly worried about the
and purchase decision through social
traffic and my kid. I want a cost
media. In the US, 35% of customers
(18-34 yrs) prefer social media to effective insurance cover which is
educate themselves. Out of those, 48% specific to my requirements.”
of all customers rely on comments on
social media to make their buying
decisions. Digital Game Design | Ujjwal Dubey 36
Gather Information Seek Advice Purchase Policy After sales services Make claim
Update Change terms

Online Compare Browse personal of policy Post rating and
search Quotes Reviews details review
Internet
Mobile
Receive
Quote Check with Like
Social Media friends
Tweet
Review
Agent
Communicate with
Approach Buy through Cancel a loss-adjuster
Agent Agent policy
Call centre
Report Claim
Millenials use digital media to gather information but to buy, avail services or to make a claim they
generally prefer human interaction.

Largely digital behavior
For young customers owing to their

limited knowledge about insurance,
they tend to rely on others eg., friends
and family but the channels are quite
different from those opted by
millennials.
Because of the digital native nature, Gen

Z is not shy to share their personal data
with insurers provided they receive
personalized advice and assistance.
They are also willing to pay more for
such services. Nearly half of the users
from the age group 18-34 yrs show this
type of attitude.
One key difference for Gen Z is their

expectations that insurers should help
them in managing their risks, which is a
sharp departure from millennial’s
expectations.
“I need auto insurance for my new
Axia. I don’t have time and patience
to read through complex plans and
policies.”

Gather Information Seek Advice Purchase Policy After sales services Make claim
Fill out online

Buy online claim request
Internet
Text/email
Mobile confirmation
Renewal
Check with Notification
Social Media friends
Targeted
ad
Agent/Broker
Communicate with
loss-adjuster
Call centre
Request
Product-related Follow-up call
further
call
information
Gen Z is much more confident in utilising digital services for insurance. The first human to human they
prefer to encounter are with an adjuster in the step of making a claim.

Nudging behavior
Objective behaviors Subjective behaviors
Uploading car Upload driver Upgrading to Using self Providing Healthy Knowledge Social media
servicing fitness telematics servicing for eg., family details lifestyle and sharing and engagement
document certificate during renewal safe driving community
engagement
Buying Claim
Cash rewards & Premium Social capital & Performance

Service Feedback
1. Cash points can lead to low renewal 1. Top rank in your social circle
premium 2. Feedback on safety performance
2. Cash points can provide services as compared to other
a. roadside assistance policyholders
b. premium claim handling 3. Most loved writer in community
c. Personal advisory
Opportunities and methods to nudge “Check online buy offline” behavior to Largely digital behavior.
66% of the age group of 18-34 yrs is interested in simulation and gamification based solutions.

Quantitative Study
Public database from
Connecticut open data was
used to understand the
specific reasons for
customer grievances. It
included 93 active insurers
of both P&C and L&A
category in CT. Nearly
9000 complaint data
points from year 2015 to
2019 are used for
calculation. Nearly 38% of
all complaints come from
auto insurance.
Reports from government

regulatory bodies were
used to get an
understanding of
customer pain points. This
was also done to diversify
the data sources so that we
don’t jump onto incorrect
conclusions.

Reasons for customer
grievances Unfair Claims Practice
If we look for all the 93 active insurers in Premium and Rating

the state of Connecticut, Unfair claim
practises generates 72% of complaints Marketing/Sales
followed by Premium and Rating at 14%.
It is clear from this overwhelming Underwriting
majority that policyholders from
Connecticut are not happy with the way
claims are processed, irrespective of the
insurer. The same trend applies to data
for State Farm Mutual Automobile
Insurance Company which has 80.2% of
complaints from Unfair claim practises.
In India, according to IRDA Annual

report, nearly half of the complaints
(53%) come from claims. It is easy to
observe that claim handling is a major
issue for policyholders irrespective of
the location.
Other areas where customers are not

happy is the way they are rated by
insurer for their premium, the
underwriting process and how
information is given during marketing
and sales.
Common reasons for Unfair Claim Practice in State Farm
Claim Delays Denial of Claim Claim Procedure

34% 11% 11%
Actual Cash Value Dispute Diminished Value Storage Fees

4% 3% 3%
Main source of complaints within unfair claim practises is claim delays.

Major Insights
Facilitate Information exchange Improve Usability & Omnichannel support
From competitor analysis

From review analysis
Provide Risk Prevention and Mitigation Tools Reward desired behavior
From trust analysis and customer behavior From studying customer behavior

Design
Introduction
Iterations
Testing
Rationale
Concept
User Experience
Business Value
45
Policyholder
Portal

INTRODUCTION
Need Statement
To provide a customer communities

template that can be leveraged by
Insurance Carriers to build self-service
portals for policy holders.
As a policyholder, I should be able to
● View Policy Details

● View Claims Details
● Policy Servicing
● Policy and Claim Alerts
● Contact the Agent / Agency
● Access New / Other Product
Information

Policy Holder
Third Party
Services
Policyholder Portal
Community Cloud
Functionality
Get policy, claim related info.
Access service requests.
Communicate with agent, reps.
Captive Insurance
Agent & Reps Independent Agent
FSC Console App Agent Bolt Templates

FSC Cloud Community Cloud
Functionality Functionality
Policyholder 360 view. Fulfill service requests.
Informed steps using Action Plans. Manage policyholder information.
Activity and Chatter. Maintain BOB and get data.
The big picture of all the persona and the product they use, along with a brief description of their
functionality.

Brainstorming
Version 1 : Deadline - 26th July
1. Home page
2. Policies page
3. All Policies
4. Policy Details
5. Claims Page
6. All Claims
7. Claim Details
Version 2 : Deadline - 16th Aug
1. Feedback on Version 1
2. FNOL Chat Bot
3. Service Requests
Version 3 : Deadline ~ 4th Sep
1. Profile Page
2. Cases
3. Payment Gateway
4. Knowledge, Q&A etc.
5. Life Events Optimisation

Market Reference
Policy Snapshot View Policy Details View
Nationwide Farmers Farmers
Tokio Marine Liberty Mutual

Claim Snapshot View Claim Details View
Statefarm Geico Statefarm Esurance
Claim Overview
Claim Stages
Stage
Description
Manulife PacGlobal
ITERATIONS

Home Page Version 1
Feedback given was : Too much information, No information hierarchy, Confusing colors, Confusing
labels and titles, Less space allocation to Quick access, Gradients not supported in SLDS

Home Page Version 2
Feedback given was : The full bleed image is good for personalization. Overview section is not adding any
value. ‘Next Best Action’ is confusing, also if it is important then give it priority. Try to come with a
modern, minimalistic interface. ‘Quick Access’ look and feel is in the desired direction.
Policy Card Iterations
Feedback given was : Policy card has to be visually different from claim card. Keep low information
density. Don’t use too many icons. Line icons are not supported. Use divider b/w info and CTA

Claim Card Iterations
Feedback given was : Should be visually different from policy card. Minimize and prioritize information

Final Home Page Iterations
This is what I like to call the Hypothesis Screen.

Task Selection Two tasks were selected, one was to find
TESTING policy coverages and other was to find
claim items
Test Protocol
Maze, a usability tool was used to get
Quantitative
Part 1 performance usability data like task
Test completion, duration, and error.
Usability Test
1. Introduction : You are Sophia

Smith and you have just logged Participants were asked open ended
into your insurance portal. We Qualitative questions and their feedback on the
have a few tasks for you to finish Feedback overall experience.
2. Metrics : Task Completion, Task
Duration, Misclicks and Number
of pages visited.
The heat maps was used to visually
Data Analysis identify problems. Performance data was
imported in R for correlations and
confidence intervals.
Part 2
Qualitative Feedback
1. One observer asked participants Correction

Based on data analysis the problems were
their uninhibited feedback, identified and corrected in an updated
design.
problems and suggestions.
2. The other observer took notes on
a laptop.
We had a total of 9 participants.

A participant reading about
the task during the
usability session.
Participants are informed

about the task through this
sort of dialogue box. It is
administered using an
online tool called Maze.
Another participant during the session.
An observer is taking the notes of

participants feedback and body language.

Mission 1
Mission Statement
“Imagine your name is Sophia Smith.

Imagine that you drive a Ford Fiesta.
You recently got into a car accident and
filed a claim for the damage. Using your
Acme Insurance portal, please find the Avg Task Completion Avg Misclicks
specific items you claimed for your Ford
Fiesta” = 89 % =4
Results
Avg Task Duration Avg Pages Visited
1. The average task completion was
89 %, the 95% confidence interval
as calculated by the adjusted wald
= 77.2 s =3
method is (54.3%, 100%). This
indicates that we do this
experiment, 95 times out of 100
we will get the population task
completion as greater than 54.3%.
2. Participants were able to complete
the task in nearly 1.3 min. Is that
good or bad? We will do a
benchmarking to find out.
3. For a task that required 2 clicks,
the participants made 4 misclicks.
So for each correct click, they
clicked twice in the wrong part of
screen.

Problems on Screen 1
Data based result
Users are clicking on “Initiate Claim” in

the hope to enter inside the claim details
pages.
1. How is key updates different from

notification?
2. Policy number is difficult to
understand
3. Progress bar on claim card is
confusing. Does it tell money,
time or stages?
4. Quick access labels are confusing.
How is it related to left
information panel? They should
have a contextual root, otherwise
don’t call it quick access just
“Actions”. Avg Screen Duration Avg Misclicks
= 33 s = 33 %

Problems on Screen 2
Data based result
The “View All” claim item button is

obscure. Users are also clicking on
Status panel even though it has static
information.
1. The claim heading is too small

and getting lost.
2. Is status under evaluation or
negotiation?
3. Cases and Message terminology is
confusing. Cases seem like task
assigned to the users
4. The icons are not used properly
5. What is the dollar amount
showing, claim amount or
approved amount? Maybe have a
field name for it
6. The claim items table doesn’t give
idea of other items to come.
Coverages per item is difficult to Avg Screen Duration Avg Misclicks
understand. Want to know why
money was cut per claim item. = 42 s = 44 %
7. One should be able to access
policy and coverages from the
claim details.

Modelling Task Time
Time taken to perform the task can be modelled using the

two approaches : Keystroke Level Model (KLM) and Model
Human Processor (MHP).
KLM model performs well on the actual execution of the

task by a fairly experienced user. However it doesn’t do well
to quantify the cognitive processing aspect of the tasks, 1. Understand the contents
which is often the case when a new user interacts with a
2. Find out the destination
task. To approach this problem I used model human
processor. I broke down the content into its constituent 3. Drag the mouse
elements and gave average perceptual processor time and
average cognitive processor time values. Summing up all 4. Click the mouse button
the elements I got as estimate of the theoretical time it will
take for a participant to cognitively process the content on 5. Understand the contents
MHP
the screen. 6. Find out the destination
A participant may understand the content on the screen 7. Drag the mouse
first and then execute actions. Using this as the basis a
participate may take these steps to complete the task 8. Click the mouse button
KLM
successfully :
1. Understand the contents given on the home page.
2. Compare the contents to the task given and find out
the destination.
3. Drag the mouse to the correct location.
4. Click the mouse button.
5. Understand the contents given on the claim page.
6. Compare the contents to the task given and find out
the destination.
7. Drag the mouse to the correct location.
8. Click the mouse button.

Using Model Human Processor (MHP)
Human beings in the realm of human computer interaction

work as information processing systems. We perceive
stimulus presented on the screen through a perceptual
processor, then understand it through our cognitive
processor, and finally act using our motor processor. For Total Words = 83
eg., to checkout while online shopping we first perceive the Total Shapes = 51
buy button, understand that it is actually the button we are Total Digits = 34
looking for, and then click on the button. Each of these Total Images = 0
processors have a cycle time i.e. time they require to Total Characters = 4
complete the task.
T screen 1 = [Tp + Tc]*[Words + Shapes + Digits +
Images + Characters]
1. Average Perceptual processor cycle time (Tp) = 100 T screen 1 = (70 + 100)*(172) = 29.2 s
[50-200] msec
2. Average Cognitive processor cycle time (Tc) = 70
[25-170] msec
3. Average Motor processor cycle time (Tm) = 70
[30-100] msec
We first perceive the words, icons, digits etc in the screen

and then process them. Thus for each element the time will
be Tp + Tc. Time taken by an average participant on a
screen can be given as :
Total Words = 146
T screen = {Words * [Tp + Tc] + Shapes*[Tp + Tc] + Total Shapes = 53
Digits*[Tp + Tc]+ Images*[Tp + Tc] + Characters*[Tp + Total Digits = 30
Total Images = 0
Tc]}
Total Characters = 10
T screen = [Tp + Tc]*[Words + Shapes + Digits + Images + T screen 2 = [Tp + Tc]*[Words + Shapes + Digits +
Characters] Images + Characters]
T screen 2 = (70 + 100)*(239) = 40.6 s

Using Keystroke Level Model (KLM)
The Keystroke-Level Model (KLM), proposed by Card,

Moran, & Newell (1983), predicts task execution time from
a specified design and specific task scenario. Basically, you Find out the destination Thinking (T)
list the sequence of keystroke-level actions the user must
perform to accomplish a task, and then add up the times
required by the actions. Drag the mouse Pointing (P)
As shown in the figure, the task can be coded as a set of

Click the mouse button Button Press (B)
sequential operators. The operators used in this case are
Thinking (T), Pointing (P) and Button Press (B).
Find out the destination Thinking (T)
Time taken to perform these operators
=T+P+B+T+P+B Drag the mouse Pointing (P)
= 2 * (T + P + B)
Click the mouse button Button Press (B)
= 2 * (1.2 + 1.1 + 0.1) s
= 6.8 s

Benchmarking Task Time
Total time theoretically to perform task 1 is time by MHP

and KLM = (20.2 + 40.6) + 6.8 = 76.6 s
77.2 s
This becomes our benchmark of an average participant to Experimental Time
complete the time. Using the data of 9 participants in our
usability test we can check whether the mean (77.2 s)
differs significantly from the benchmark. For this purpose I Non significant
used one sample t test. The two tailed null hypothesis was
that the sample mean does not differ significantly from the
benchmark score.
76.6 s
Results Theoretical Time
The p value obtained was 0.9740 (t = 0.0336, df = 8,

standard error of difference = 18.193) which indicates non
significant result at a level of 0.05 , hence we can no longer
reject the null hypothesis, alternatively which means we
have to accept it.
Thus we can say the time taken by our participants in the

sample does not vary significantly from what is expected by
the modelling using MHP and KLM. This provides us with
evidence that the new participants are able to perform the
task with the time limit as expected by the theory.

Where to focus?
What can be done
through them?
What does it tell time,

No clicks and attention
money, stages?
Users are split on where to find

Claim amount or approved coverages
amount?

Updated Design
Claim Stages
Claim Amount Label

How many research insights were used?
Facilitate Information exchange Improve Usability & Omnichannel support
From competitor analysis

From review analysis
Provide Risk Prevention and Mitigation Tools Reward desired behavior
From trust analysis and customer behavior From studying customer behavior

Seven Star
Experience

RATIONALE
Customer Behavior &
Expectations Gather Information Seek Advice Purchase Policy After sales services Make claim
As seen in the figure describing the Fill out online

largely digital behavior of Generation Z, Website Buy online claim request
the first human to human interaction Text/email
occurs at the last step of the customer Call & SMS confirmation
Renewal
journey. This digital behavior as well as Targeted Check with
Notification
Social Media ad friends
the openness to share their personal
data in response to better service puts Agent/Broker
the ball in insurer’s court to serve Communicate
personalised services. Call centre
with loss-adjuster
Product-related call Request Follow-up call

further
In fact overwhelming majority (92%) of information
the young customers expect insurers to

manage their risks and half of them are
willing to share their personal data for
personalised assistance.
New insurtech startups like Lemonade

are already filling the void, offering
completely digital and AI chat bot based
services.

Agents Outperform Agent Portal Chat Bot
High intelligence - Little intelligence

Insurance agents outperform insurance
Portals and chat bots on multiple factors
Very high EQ - -
owing to their high IQ and perhaps more
importantly high EQ.
High level of trust - -
Accountable - -
Responsive - Responsive to query
Difficulty in claim processing Unfair Claims Practice
Insurance agents outperform insurance Premium and Rating

Portals and chat bots on multiple factors
owing to their high IQ and perhaps more Marketing/Sales
importantly high EQ.
Underwriting

Nash Equilibrium
Consider a situation in which you play a

small game with the adjusted, a person
who manages the claim handling
process. Assume that you ask the
adjuster for claim payment of $100 for Adjuster Policyholder
an incident that you recently had. You
can either file a legal claim or an illegal
claim. The adjuster himself has two
options, he can accept the claim or Legal Claim Illegal Claim
reject it.
-$10 +$90
$30 B/year
Looking at the payoff matrix it is easy to Accept Loss from fraudulent P&C
find that your dominant strategy should claims, which is 10% of all
losses 2
always be to file an illegal claim, and the
-$90 -$90
adjuster’s dominant strategy should be
to reject the claim. Both dominant
strategies combined gives us the Nash -$100 $0 Nash Equilibrium
Equilibrium in the game, which is - the File illegal claim and get
policyholder will always file an illegal rejected
Reject
claim and the adjuster will reject it. Fundamental lack of trust
$0 $0 in the game
Insurance is the least

11 % trustworthy industry
globally 3
Of grievances come from
rejection 1

The only way we can rectify the
situation is to move from Illegal Claim -
-$10
Reject condition to Legal Claim - Accept
situation. But if we observe the the
payoff for both the players, they are still
negative due to the overhead amount of
$100. This is because of the nature of -$90
insurance.
What if we remove the need for both the

players to play the game? To do that we
will have to eliminate the risk involved.
How can we do that? The answer is
through Technology and Risk Technology
92 %
Prevention Design. Just by introducing and Risk of young customers expect their
Prevention insurer to manage their risks
one additional player in the game we
have perfected the game and solved for
lack of trust, information asymmetry
and turned a loss-loss situation to a no
loss situation.
$0
$0

The Seven Star Solution Brief
A feeling that I have the So that I c

an focus
on what’s
most reliable agent really
importan
t!
with me all the time
who can simplify
complex insurance
domain, gives me right
advise and reduces
risk.

CONCEPT
Digital Agent
Now the big question is how should the

digital agent look like? I took a little
inspiration from Marvel universe where
Iron Man has a digital assistant named
JARVIS.
"Started out, J.A.R.V.I.S. was just a natural

language UI. Now he runs the Iron Legion.
He runs more of the business than anyone
besides Pepper." - Tony Stark to Bruce
Banner [Avengers: Age of Ultron]
Learning from JARVIS our agent must be

: Proactive, Listening, Suggestive,
Corrective and Understanding.

Meet INFINITY!
Infinity is your personal risk manager, a

digital application which will let to
know the level of risk that are associated
with the assets or the beneficiaries it is
paired with.
The assets must be equipped with a

complimentary IoT devices which
allows the real-time monitoring of its
health and safety compliance status. For
eg. A car needs to have a telematics
sensor which collects its data of driving
speed, location, engine health, fuel
consumption etc.
Once the IoT devices are paired to

Infinity, it can then run its own risk
assessment, update the user about the
risk level, and generate data based
recommendation for preventive
measures. The whole purpose of this
ecosystem of products is to prevent the
risk from occurring or in bad scenario,
to minimise the damages that may
incur.

Insurers’ System Databases
Agents Public
Data Channels Reps
Medical partner
State
Federal
Workshop partner Meteorology
Other insurers Medical
Law
The thing that really sets Infinity apart
from a traditional agent is its ability to
get real-time data from multiple
sources and process it simultaneously.
To get a holistic picture of all the risks

involved in a user’s life, I believe that we
need data from personal, public and
company’s sources.
Personal sources will include apps and

gadgets, the smart devices used
routinely by the user. Public sources will
include the open databases (NYC open),
state and federal databases,
meteorology department, medical
organisations and legal departments. Of
course, the policyholder needs to get
information from all sources like
Agents, Customer Representatives,
Partners etc. that operate within the
insurer’s ecosystem.
Smart Devices & Sensors User Apps & Gadgets
IoT appliances and apps Personal and family Info

CCTV Fitness and wellness apps
Telematics Fitness Tracker

Use Cases
Infinity will be able to perform the basic

functions that portals and chatbots
currently provides, This include getting
policy and claim related information,
starting a service request like change
address in a policy, and giving feedback.
Manage risk
Some of the slightly more complex use
Data based recommendations
cases include reporting First Notice of
Delightful Rewards for safety compliance
Loss, filing claim and getting renewal
reminders. However, these use cases can
be managed by a decent agent, portal or Report FNOL
a chatbot. Reliable File Claim
Premium Reminders
What sets infinity really apart is its
Invoke service request
ability to move beyond the limitations of
Functional Get information
traditional channels and provide risk
Give feedback
assessment and management. It will
provide data based recommendations
and will also reward the safety
compliant behavior. It is to be noted that
this set of use cases is something with a
traditional channels struggle with due
to inaccess to real-time data.

Policyholder : My
current policy is
How will Infinity benefit the way too expensive
customers?
Agent : Would you like

The customers will get health and safety to try our new Usage
points for following the safe behaviors Based Insurance?
and equipping better devices which
prevent the probability of risk. These
health and safety points will in turn be
converted to cash, savings on premium
or can be exchanged for better services
for eg., get a rental car during claim Beneficiary : How
resolution period. does that reduce
the policy
premium?
Health Points
For the healthy behaviors that prolong Agent : You get to earn points
policyholder or his/her family based on your healthy and
safe practises. They can be
member’s life, the policyholder will be
used for discounts in renewal.
awarded health points.
Safety Points
For the safety behaviors that prolong an

asset’s life or minimises the amount of
damage, the policyholder will be
awarded safety points.
Health Safety Savings on
Points Points Premium

How to operationalise infinity?
Telematics Sensor
Once the policyholder opts for a Usage ● Suzuki Connect

Based Insurance (UBI) as suggested by ● Newer cars have pre
installed sensors
the agent, he will be given a policy (with ● Nationwide - Plug in
UBI) and a “Kit”. This kit is basically a device , OBD II port
set of all devices and accessories needed
to get data on the type of insurance
selected.
For auto insurance the kit consists of a

telematic sensor which can track all the
car related parameters. For health
insurance, the kit includes a fitness
band (apple watch, mi band etc.), a
+
smart weighing scale (withings + by
nokia) to track a number of health
related parameters. For life insurance, The Policy Accessory
the kit will include most of what is part Select Usage Based Insurance Telematics Sensor
of health insurance as well as
membership of online banking for the
user’s bank, since life insurance
generates returns which could be On Board Diagnostics II
port
credited directly to the user’s account.
Allows external electronics
to get car health and
As users shift to smarter devices and
diagnostics data like fuel
digital services it will get easier to economy, power output
connect them and track their risks. The etc.
user’s privacy remain a concern and
ethics of data usage must be considered. Digital Game Design | Ujjwal Dubey 81
USER EXPERIENCE
Goals
Home Page
The crux of home page can be explained

through “The Habit Loop” which tells
us habits are formed through the The Habit
Loop
repeated cycle of cue - a signal to
perform the event, behavior - the very Cue
Daily Routine
act itself and feedback - reward or |
Behavior
additional information on the behavior. |
Feedback
When the user opens infinity, he is told
about the health and safety goals for the
day. Routine card, placed prominently
on the screen, allows user to carry out
daily routine tasks like sleeping, Feedback
workout, home and driving etc.
Once the user perform these tasks

comprehensive feedback is given
through a set of reports including user’s
health report, asset report and family’s
health report.

Daily Routines and Risk Prevention
Sleep Routine
Workout Routine
Through this routine infinity tracks

your workout frequency, calories
etc. burned, muscle mass etc. Using this
data it warns about any potential
health related problems.
Lock Home Routine
Drive Routine
Daily routine follows closely the user’s daily life and attempts to reduce the lurking risks. Some of
routines are explained here.

Workout Routine
The user sees the check

Information visualisation
mark on sleep card,
makes it easier for the user
happily she swipes left to
to understand the
the next card.
complicated health data.
A small warning sign is

given to highlight an issue
with health parameters.
According to American Heart Association, nearly 80% of cardiovascular disease, including heart disease
and stroke, are preventable. This routine allows user to track full body fitness and health parameters.

Click on the tile to open the
device page. You can add,
remove and see data from
the device.
Overall and individual health

parameters are explained in cards like
format. Information and data
visualization is used to make data
easier to understand. Infinity with its
suggestions directs user to most
important actions.

If the user doesn’t want to read everything she can 120 Health
ask Infinity to summarise the health report. In Points
summary the user is told about the health points,
comparison with other users, and data based
recommendations. Better than
86% of users
Take free heart

checkup
Add mediclaim
coverage

Lock Home Routine
Phyn Plus detects the The sensor turns off

source of leakage the mains water
supply
According to The Digital Insurer, nearly 33% of all household claims relate to water leaks.

Drive Routine
On the drive routine page,

the user is given summary
of car health and then
specific parameters are
shown.
Using voice command user

can start the routine.
Infinity will keep the
Information visualisation of
car parameters. Critical
parameters are highlighted.
As per the user schedule,

Infinity asks if the user is
ready to start the drive
routine.
25% of accidents are due to distracted driving accidents in 2014

Safety
Points
Data based
driving
feedback
Detailed analysis of driving is given based on

several protocols like usage of seat belt, driving
within seat belt etc. This allows user to keep track of
her driving and improve.
The user is given a detailed

breakup of the commute
with car health, driving
assessment and
recommendations to
improve driving.
25% of accidents are due to distracted driving accidents in 2014

Claims through Infinity
Step 1 Step 2 Step 3 Step 4
First Notice Claim Filing Assessment & Amount

of Loss Meeting Approval
Through
Agents
Through
Infinity
As shown above in the overview of the claim resolution process, claim resolution process outperform the
agent based process on factors like speed, reliability and transparency.

First Notice of Loss
Infinity guides the user to

take the measures for First
Notice of Loss such as
Car sensor taking photos, noting
detects the driver details and filing 0a
accident and police report
initiates FNOL
No illegal claim possible. Better emergency response

Infinity explains FNOL protocol and guides Sophia to take photos using Infinity lens

Claim Filing
By processing the image uploaded

by the user, Infinity can estimate
the amount of damage and the
degrees of damage.
Based on the estimated damage

information, infinity can
calculate the the amount required
to repair it.
Infinity can estimate the increase

in premium if the claim is filed. If
the amount to repair is less that
the expected increase in
premium, it suggests that the
user should not file the claim.
This type of design leads to more informed customer with less FNOL to claim conversion, more business
for partner garage, and less dependency on adjuster.

Claim Resolution
Claim satisfaction survey is given in a

conversational format, which attempts to Asks NPS
Schedules a
improve the response rate. questions in a
meeting with
conversationa
the adjuster
l format
Fix meetings and get in touch with adjuster whenever needed.

Service Request : Renewing Policy
Reminds of the
renewal
The red “Renew” button on the

policy card and automated
message from infinity reminds
user to renew the policy in time.
For basic requests like policy renewal Infinity first reminds the user on time and smartly identifies the
opportunity to suggest improvement in the coverage.

User’s coverage score
and average coverage
score is given to simplify
understanding of the
current risk.
Infinity gives
recommendation of the
coverage based on user’s
data, demographic
information, and the
adoption of coverages by
other users.
Usage based
suggestions for
updating
coverage

Updated coverage score tells user the
change in the coverage if she buys the given
coverage.
Change in
coverage score to
prompt buying

Psychological Underpinning
The Maslow’s Hierarchy of Needs

Theory says that the motivation of a
person depends on the unfulfilled needs
which progress linearly from
Physiological needs, Safety needs,
Love/Belongingness needs, Esteem
*Happy and
needs to Self Actualization. Once any of
healthy
these needs are met, they no longer family
remain a motivator. And anyone aims to
satisfy all of their needs.
Social Capital
Through Infinity’s risk prevention

design we have seen that it can provide a
mechanism to track your health and Save Sense of
improve it through data based feedback, Money Security
thus satisfying physiological needs. It
warns you in case of impending natural
disaster or hazards like fire, electricity Good
Health
fault, water leakage. All of this provide a
Maslow’s Hierarchy of Needs
sense of safety and reduces the loss of
money. Instructional feedback tell you
how good you are doing in comparison
with your friends or neighbors in terms
of health and safety. Hence it gives
social capital. Finally the self
actualisation need may get fulfilled if
your need is to have a health and safe
family.
Home Page Desktop Version
Most of the components are kept similar to the mobile version. A new weather widget was added for real time tracking
of natural conditions. The infinity bar is relocated to the left to give it a more modern web dashboard look.

Workout Routine Desktop Version
The infinity drawer opens from the left. A few suggestions are given, utilising the extra space.

If the user doesn’t want to read everything she can ask Infinity to summarise the health report. In summary the
user is told about the health points, comparison with other users, and data based recommendations.

Salesforce Lightning Design System
The Lightning Design System enables you to build rich

enterprise experiences and custom applications with the
patterns and established best practices that are native to
Salesforce. Some of the guiding principles of SDLS are :
COMPONENTS
Components are the building blocks of Salesforce
applications, enabling designers and developers with
ready-to-go interface elements available in HTML and CSS
code, or in Sketch Templates.
ACCESSIBLE
The Lightning Design System provides accessible markup
which will serve as a foundation for your application
development. To build accessible components, you will
need to follow the accessibility guidance for our interactive
components, including keyboard behavior and the
management of ARIA roles and properties.
PLATFORM-AGNOSTIC
You can use our CSS framework with any technology stack
you can dream up. Additionally, we provide guidance
around how to use it in conjunction with Salesforce
technologies such as Lightning, Visualforce, and Heroku.

SLDS Home Page
The home page we have seen has a

number of custom components which
could take a lot time and effort to build.
SLDS offers its own components and
design elements for faster development.
Hence, learning about SLDS helps to

solve this problem without
compromising the fundamental idea of
the design. One the strength of SLDS is
its specific focus on usability and
accessibility. With
● Introduction of icons to section

headings,
● Graphs in place of information
visualisation,
● Dividers for sections,
it can be argued that this design reduces

the ambiguity, improves the clarity and
discoverability.

SLDS Inspired Home Page
There are many merits of using SLDS in

a design, but we have to consider the
context in which it was developed. SLDS,
though openly available is used
primarily in enterprise applications
which may not as flashy and attractive
as the end user applications generally
are. This was the major critique to the
SLDS version.
To answer this I decided to learn from

both the Non SLDS and SLDS version
and merged their features. Healthy
rounded corners are adopted, shadows
are gentler and focus was brought back
to typography and deliberate use of
colors.
The bottom navigation is a perfect result

of this amalgamation. It doesn’t have
the flashy and impractical offset to the
Infinity button but moderates it to a
more conventional format. At the end of
the day, no matter how good it looks if it
defies user’s mental model, the product
fails.

Components Comparison

BUSINESS VALUE
The best design accommodates the
incentives for both the user and the
business.
As we have seen that Infinity removes

the Nash Equilibrium. Through risk
prevention design it allows user to
restore the trust in the system and
benefit them in terms of money and
sense of security.
The best aspect of Infinity is that the

benefits to the users carry to the insurer
as well, allowing us to make a business
case. The risk prevention design lead to
less FNOL, less FNOL to claim
conversion, no fraudulent claims, more
upselling opportunities, and more
business to the partners. Besides these
tangible benefits the insurer gets a pool
of user data to fine tune their services.
Infinity’s design and interactions lead to
informed customers who can appreciate
data based services.
Savings for Auto Insurance
Let us try to quantify the expected

savings in insurer’s revenue if the risk
prevention design actually works. For
0 2 4 6 8 10 12 14 16 18
this case I have taken the case of auto yr yr yr yr yr yr yr yr yr yr
insurance.
An average policyholder claims once in Claim amount

$4100/ person
18 years and the average claim amount given in 18 yrs
is $4100. So in a year, insurer pays one
eighteenth of average claim amount to
Claim amount
the policyholder. This amount to $228 given in 1 yr
$228/ person
per person per year.
25% of accidents
But not the entire amount needs to paid are avoidable*
as some of the accidents can be avoided. Amount saved per
person per year
As per Finder.com, 25% of accidents
come from phone use. This is the
assumption here which says that nearly
*Assumption here is that % of claims due to phone use is similar to % of
the same amount of the claims are accidents due to phone
avoidable.
The final amount comes to around $57

which is roughly the amount insurance
company can save on one policyholder
in a year given that the 25% of claims
can be avoided.

The difference in amount saved by
implementing infinity and the amount
required to operationalise it will be the
Telematic Sensor cost
net profit yield to the insurance
company.
Because of unavailability of US data I

have taken the selling price of a
telematic sensor in India. Suzuki = $ 46.67 per year
Connect sells at 10,000 Rs for a three
year subscription service. Converting
this to dollars and per year we get an
amount of $47.
Using the two values of amount saved

($57) and amount required ($47) we
can get the revenue saved per person
($57 - $47 = $10). For a insurance
Estimated Savings
company like State Farm when we
multiply this number by the total
number of policyholders, which is
around 43.7 Million, the estimated
= $ 437 M per year
saved revenue comes to nearly $437
Million.

Generalising to other LOBs
$ = C * ( P / 100 ) * ( x / 100 )
$4,100 5.6% 25%
Average Percentage *Percentage

claim of claim per of accidents
size year involving
phone use
For one particular type of insurance if we have the three values of average claim size, percentage of claim
per year and percentage of avoidable claims, then we can estimate the revenue saved for a year.

Who benefits and how?
Factors Policyholder Insurer
Low risk leading to low claim $ $
$ Tangible Low FNOL to claim conversion $

Benefits
No fraudulent claims $
Intangible No Claim Bonus $

Benefits
Low Premiums $
Less dependency on human agents
More upselling opportunities $
Informed Customer
Business for Partners $
More data for underwriting
A detailed list of all the tangible and intangible benefits to both the policyholder and insurer along with
the estimated savings for the insurer gives us an understanding of how Infinity may yield positive for
both the parties involved in insurance.

Future Scope
Validating the Design
Now validating the north star experience can be a

little daunting but we can still run a usability test
and aim to gather some amount of qualitative
feedback.
Primary Flow
1. FNOL
2. Taking Photos
3. Damage Assessment
4. Claim Resolution
Few questions to direct the conversation

1. What do you think about voice interface
during this flow?
2. Do you think a normal person will be able to
interact with infinity during an emergency?
3. Would you prefer to get damage assessment
from infinity or from repair service owner?

Conclusion
The goal of this thesis was to fundamentally rethink the concept of insurance and related user experience. With
the surge of new and innovative Insurtech startups, the market of insurance digital products is disrupted. Thus
it was clear that if they are going compete adequately, the product has to substantially better which improves
the lives of customers significantly while reinforcing the trust back into the system.
Through a logical combination multiple reports, data sources and anecdotes we managed to limit the most
important areas to four, where the product need to focus on. These include - a focus on information transfer,
mobile usability, risk prevention and rewarding safe behavior. While data pointed out the biggest problems that
lie in insurance for ordinary customer, Game Theory provided a way to tackle that problem. The resultant for a
strategy governed by technology which attempts to reduce the risk (man made and natural) involved in daily
life. Further market research strengthens the belief that the state of technology in 2019 is developed enough to
execute risk prevention design. A multichannel data funnel is envisioned to provide a continuous stream of live
raw data, coming from smart IoT devices and multiple services like banking and healthcare.
The proposed solution of Infinity came as a next generation experience, a logical successor of policyholder
portal which was also discussed in detail. The fact that Infinity mimics and builds upon the policyholder and
agent interaction, coupled with massive real-time data can used to simulate a trustworthy relationship with the
customer while providing her the benefits of IoT, data science and AI. Finally, no solution will ever face the light
of the day if it ignores the business needs. Hence a preliminary attempt was made to quantify the expected
savings for business in a year if the Infinity solution gets operationalised. With estimated figures, the table of
tangible and intangible benefits provide a much more compelling reasoning that future of insurance could
follow the envisioned concept of Infinity.

References
Page 18 ➔ EU Open Data Portal, & IRDA Annual Report 2019

Page 19 ➔ Reimagining customer relationships (2014) by EY, & More Accidents, Larger Claims Drive Costs
Higher by Insurance Information Institute
Page 21 ➔ City-data.com, & Insurance Information Institute
Page 22 ➔ Business Insider, & Payscale.com, & Seedly
Page 28 ➔ Consumer-Driven Innovation Survey, Accenture, & Digital distribution in Insurance, Swiss Re
Page 42 ➔ Consumer-Driven Innovation Survey, Accenture
Page 65 ➔ The Psychology of Human Computer Interaction by Stuart Card, Thomas P.Moran, & Using the
Keystroke-Level Model to Estimate Execution Times by David Kieras
Page 83 ➔ Digital Trends, From dongles to diagnostics, here’s all you need to know about OBD/OBD II
Page 86 ➔ American Heart Association
Page 89 ➔ The Digital Insurer
Page 90 ➔ Finder.com, Facts about driving and car insurance in America
Page 110 ➔ Finder.com, Facts about driving and car insurance in America
Page 111 ➔ Statefarm.com, Fast Facts

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DEGREE PROJECT

Sponsor : Gotham Studios

STUDENT : MURALI KRISHNA S MENON

GUIDE : GAYATRI MENON

Degree of the National Institute of Design

herewith, for the project titled "CARD GAME

*Subsequent remarks regarding fulfilling the requirements :

This Project has been completed in ________________ weeks.

Activity Chairperson, Education

Student Name in Full: Ujjwal Dubey

Student Name in Full: Ujjwal Dubey

Digital Game Design | Ujjwal Dubey 2

Digital Game Design | Ujjwal Dubey 3

NID is recognized by the Dept. of

Digital Game Design | Ujjwal Dubey 5

NID’s Research & Development Campus

Digital Game Design | Ujjwal Dubey 6

The programme educates the students

Digital Game Design | Ujjwal Dubey 7

Salesforce.com has its services

Salesforce was ranked ﬁrst in Fortune's

Digital Game Design | Ujjwal Dubey 8

The need of the hour is a policyholder’s

Any further exploration to enhance the

Digital Game Design | Ujjwal Dubey 10

The solution should stem from the very

The goal ultimately was to

Digital Game Design | Ujjwal Dubey 11

May Jun Jul Aug Sep Oct Nov Dec

Digital Game Design | Ujjwal Dubey 12

Discover Deﬁne Design Validate

Digital Game Design | Ujjwal Dubey 13

Insurance is a case of negative reinforcement.

charges to avoid or prepare for aversive stimuli (medical

There are two main types of insurance:

Property and Casualty insurance allows customers to

Digital Game Design | Ujjwal Dubey 15

If we compare the volume of insurance

This is likely due to the difference in the

It is worth noticing that the complaints

Digital Game Design | Ujjwal Dubey 16

Figuring needs Buying Policy Incident to FNOL

Post Buying Claim Resolution

Phases in two types of insurance and their rough time span

Digital Game Design | Ujjwal Dubey 17

There is an acute difference in the attitude and

Millennials : This persona group has a behavior of what

Generation Z : They prefer social media to educate

Younger Persona Older Persona

Digital Game Design | Ujjwal Dubey 18

● Age = 35 yrs ● Provide Barbara with best

Occupation Pain Points

● Certiﬁed Nursing Assistant ● No time to do insurance plan

Asset and Liabilities Technology

● Age = 26 yrs, Unmarried ● To get/stay in a secure job with

Occupation Pain Points

● Social media manager at a ● Not knowledgeable enough to

Asset and Liabilities Technology

Main processes involved in the customer journey we saw

Digital Game Design | Ujjwal Dubey 21

Digital Game Design | Ujjwal Dubey 22

Digital Game Design | Ujjwal Dubey 23

Digital Game Design | Ujjwal Dubey 24

+1 point is awarded if the product was in