Service Design for insurance company Daman
Seamless Insurance Services for More than One Million UAE Citizens
01
Goal
Daman is the National Health Insurance Company in the United Arab Emirates (UAE), offering national health insurance and several other health insurance services.
The principal goal Daman wished to achieve was to reduce the paperwork and the general work load arising from processing insurance claims and insurance certificates manually. For example, every customer turned up in the office with 20-25 pages of printouts, which had to be scanned, copied, archived and for the most part also entered manually into the Daman information systems. Such huge work took a lot of time and often there were human errors arising from entering the data by hand.
The goal of the project was to develop a platform of e-services, that would allow digitalisation of the whole insurance program and transfer all contacts with customers to the web or a mobile app (both IO and Android).
Challenge
The different business processes and additional insurance products of the seven emirates that had to be included in the project added an extra layer of complexity. These differences meant that the system had to meet rigorous conditions. At the same time the final product had to offer seamless user experience to the customer without the stitches showing, i.e. without making visible the complicated work going on in the background. The same expectations applied to the user journey of the employees: even if they share the view and interface with the customers, their different business processes require more functions.
The final goal of the project was to make the background processes as automatic as possible so as to reduce the manpower needs at the front end. To achieve this, the project was broken down into several parallel workflows (incl. transformation of the process, service design, integrations and data collection, implementation of the system, change management). Service design played a focal role in the project, for the new solution had to change the way the Daman staff worked and raise the customer UX to a completely new level.
02
Design Process
We launched the project by first mapping the AS-IS processes for both the employees and customers in order to have a clear overview of all the business processes and details related to the service. In addition, we conducted observational studies in the offices serving customers in order to map the workflows of both the front and back office staff. We also interviewed the employees and customers to pinpoint any details in their user journey that we may have first missed.
Based on the results, we defined the personas and use cases of the users and mapped their user journeys, emphasising the pain points and opportunities of the AS-IS situation. As the next step, we created the TO-BE service design map.
At the same time, we started developing the visuals for the new e-services and intra-company applications. As we were working out the design principles, we held design workshops with the customer and conducted user tests with the end users to validate the design.
Personas
Salma
Policy holder
Description
Salma is business woman who came to Abu Dhabi with her family. She also took her retired parents with her to support them. She holds the policy for the whole family and represents them regarding the insurance.
She also has a busy work life which means she needs to travel through UAE.
Motivation
Organized
Power
Development
Goals
Her goal is to be sure that she and her family is insured with the best insurance package.
Problems
She hates it when she herself needs to call or contact the provider to dig information on the statuses of her request and also when she is not notified about arriving renewals or other things she needs to do.
Salma
Policy holder
Salma is business woman who came to Abu Dhabi with her family.
She also took her retired parents with her to support them. She holds the policy for the whole family and represents them regarding the insurance.
Abdulla
UAE national from Abu Dhabi and working in Abu Dhabi
He has been granted a health insurance by the governement. He is highly technology aware and likes to complete his task on the go in his mobile.
His goal is to live a healthy life without having to deal with complicated health realted issues.
*These personas are examples from more thorough versions.
Typography and colors
Aa
Helvetica font
Regular
Light
Based on the input thus gathered, we created a Click Dummy test (we used Sketch App for the visuals and Invision App for the test) and conducted a user survey, based on interviews with the representatives of the target group.
The survey was carried out both in English and Arabic. The results of the user survey were of great assistance for us, since they allowed us to test of hypotheses about user experience and also alleviate the concerns of those who were worried about the new solution being too difficult for the end users.
In the course of the work, it became clear that the locals are used to the customer-centric approach. They like to be appreciated and taken care of. So, as one part, we redesigned the insurance card for locals, which gives the customer that feeling.
03
Results and Impact
The Daman project was launched in July 2018 and was completed in March 2020.
Given that the local culture expected a mobile first approach, the solution really formed a kind of a new communications plateau, where e-services could be accessed simultaneously via the responsive web and an app.
Our solution has about 300,000 users – under the old system they all would have had to turn up at the offices to have their insurance matters taken care of and bring pages and pages of printed paper along. Now they can use their smart devices to digitally order and process insurance services.
Summary
Daman is the National Health Insurance Company in the United Arab Emirates (UAE), offering national health insurance and several other health insurance services to more than one million people.
The principal goal Daman wished to achieve was to reduce the paperwork and the general work load arising from processing insurance claims and insurance certificates manually. For example, every customer turned up in the office with 20-25 pages of printouts, which had to be scanned, copied, archived and for the most part also entered manually into the Daman information systems. Such huge work took a lot of time and often there were human errors arising from entering the data by hand.
