A design and content strategy project to assist Care To Compare - a not-for-profit startup, in the development of their market ready platform. 

1. Design Strategy | Content Strategy | Value Stream Map
UXDI15
26 July 2018

2. MEET THE TEAM
Maidy McDonald Adeline Tay Mason JiPat Woodley-Davis

3. Project Objectives
Provide a way
forward through
recommendations
Identify pain
points and
opportunities to
improve
Get insight on
user research and
work that has
been completed
to date
Validate or
recommend
changes to existing
prototype, i.e.
layout, design, copy
Establish key
personas

4. Our Approach
Inquiring the
“ Why
How
What ”
Strengthen the
value proposition
of Care To
Compare
Provide a
happy path
for customers
to channel their
altruism towards
a worthy cause

5. PERSONAS

8. Problem Statement
How might Care To Compare simplify
the process of comparing and buying
insurance online?
“
”

9. THE PRODUCT

10. Product Demonstration
Get started

11. The Solution
By reclassifying data, clarifying content
and restructuring the ‘compare and buy’
process, we have made it easier for
users to compare and buy insurance
online.

12. PROCESS

13. Design Methodology
Research
Content
Validate
Prototype
Evaluate
Data Model
VSM*
*VSM - Value Stream Map
DEMO2

14. Content Strategy
CUSTOMER
Care To Compare
Insurance
Partners
Charity
Partners
Not-for-profit
online comparison site
Offers a wide
range of health
cover options
Focused on
programs
to alleviate the
burden of
disease

15. Information Architecture - Sitemap
Our Story
Our Impact
Board of Directors
How Care To Compare
Works
Insurance Partners
Charity Partners
Media Centre
Careers
Contact Us
Privacy Policy
Terms and Conditions
Sitemap
Home Logo About Compare
Our Story
Our Impact
Board of Directors
Insurance Partners
Charity Partners

16. Information Architecture - Data Model

17. Current Process Flow
Rationalised
Step
Elaborated
Step
New
Step
Moved
Step

18. Value Stream Map
Rationalised
Step
Elaborated
Step
New
Step
Moved
Step
I need health
insurance for
I live in
I need
cover for
StartCompareChooseBuyFinish
The benefit selected is
used to identify which
cover type and level the
customer needs and why

19. Value Stream Map
Rationalised
Step
Elaborated
Step
New
Step
Moved
Step
I need health
insurance for
I live in
I need
cover for
Your Details Your Benefits Excess Funds Premium
View Product
Disclosure
Statement
Email quote
StartCompareChooseBuyFinish
Introduced a facet
navigation, sort by and
shortlist features to assist
with the comparison
process
Product page for the
insurance policy

20. Value Stream Map
Rationalised
Step
Elaborated
Step
New
Step
Moved
Step
I need health
insurance for
I live in
I need
cover for
Your Details Your Benefits Excess Funds Premium
View Product
Disclosure
Statement
Email quote
Review and
Join
About You
Rebate and
Loading
Contact
Details
Payment
Details
Complete
and Submit
StartCompareChooseBuyFinish

21. Value Stream Map
Rationalised
Step
Elaborated
Step
New
Step
Moved
Step
I need health
insurance for
I live in
I need
cover for
Your Details Your Benefits Excess Funds Premium
View Product
Disclosure
Statement
Email quote
Review and
Join
About You
Rebate and
Loading
Contact
Details
Payment
Details
Complete
and Submit
StartCompareChooseBuyFinish
Terms and
Conditions
Confirmation
Page

22. Recommendations
Conduct a product review using proposed changes
to benchmark improvement1
Set up a product backlog2
Conduct a comprehensive data mapping exercise
and develop data mapping standards3

23. Recommendations
Plan an audit and clean up of content4
Develop a content strategy5
Implement analytics to capture data trends6

24. APPENDIX

25. INSIGHTS
This section provides insights into the
potential users of the comparison site.
These insights were derived from common
patterns and challenges identified through
a survey, user interviews, heuristics and
usability testing, competitor analysis, and
market research.

26. User Surveys
Barriers to purchase
12 responses
To reduce tax
Claim money back on Medicare
Dental cover
Choice of doctor, appointment, etc.
Reasons for purchasing private health insurance
98 responses

27. User Surveys
Barriers to Purchase
12 responses
Insurance type
98 responses
Age when insurance was first purchased
98 responses

28. User Interviews
Each user case has different
circumstances and needs, but
ultimately all want to accomplish the
same task: to buy the correct policy
that fits their needs.
Even for ethically minded users,
ethics is not a primary motivator
when searching for a policy
(no mental connection).
Working within the constraints of
being a completely web based
enterprise, we realised we needed to
leverage strengths of the platform
and why people use web based
comparison sites: ease of use.
As a result, we decided to focus on
providing the best possible web
experience based on user needs,
with ethics as a marketing bonus.

29. DEMO2: Heuristics and Usability Testing
Findability issues:
Lack of visible
information about what
C2C does, who the
charities are, and why it
matters.
Display issues:
Language, copy and
content hierarchy were
unclear and confusing,
making it difficult for
users to progress
smoothly on the site.
Authenticity issues:
Request for personal
information without
context did not inspire
trust, transparency of
process, or give
assurance of what the
data was for.
I feel I am
spending
a lot of
time trying
to trust
these
people
“
”

30. Competitor Analysis
In depth view of competitors,
paying attention to common
elements and their strengths.
Overview of competitor ethos,
key points, heuristics and
points of interest.
Also, includes analysis of
companies with a similar
operating structure, their goals
and impact, and how they
accomplish what they do.
Finder - “we are Australia’s largest comparison site helping you make
better decisions”
● Independent, international company (2006): > 175 humans, 10 countries, 20 languages
● Pull quote: more Australians have visited finder than any other comparison site, since
November 2015 (Experian Hitwise monthly traffic data).
● Landing page: you can dominate your everyday decisions by letting us help you with the
complex decisions. In the process you ‘save money, make money, get a better deal, learn
something new’
● Cross comparison site with ‘exclusive deals’ feature (e.g. credit cards, shopping sites)
● Functions also as a news/information website with articles, tips, tools, calculators, etc.
● Strong social media presence: appears to man a good ‘ask an expert’ and leave feedback
site.
Finder - Heuristics
● Singles, couples, families, seniors, hospital covers, extras, h&e, overseas visitors
● Most important to you: Not sure, reducing tax and paying lower premiums, cover for
pregnancy/childbirth, better cover, general dental, comprehensive dental, physical therapies
cover, basic cover with low premiums
● Straight (no contact details necessary) to top 3 health insurance comparison by price (see
next page)
● FAQs comprehensive scroll down (medicare levy, lifetime loading, different health covers,
different hospital covers, different extra covers, private vs public healthcare, how much
cover do I need, joining restricted funds, health insurance traps, tips on cheap insurance
without compromise, rebate, waiting period, health insurance in Australia

31. INFORMATION
ARCHITECTURE
This section provides details on the card
sorting exercise to organise and label the
insurance benefits to improve findability
and affordance. It includes a proof of
concept of the recommended data model
using a cross section of sample data.

32. Card Sorting
Version 1
We conducted an open card
sort based on heuristics of
word/term associations.
From this, we tagged the card
sort into meaningful (and plain
language) headings.
Version 2
We conducted a closed card
sort by reverse engineering:
i.e. we provided our (new)
headings to an external person
for them to sort the terms and
categories under.
Version 3
We resorted/renamed the
headings to simplify the
process even further, and
attached questions to each
category which would allow us
to determine the policies to
compare.
OVERVIEW: We carried out 3 versions of card sorting (1 open, 2 closed) on
the terms and categories found within Hospital cover and Extras cover

33. Search Engine - Data Model Explained

34. Search Engine - Data Model Explained
link table

35. Search Engine - Data Model Explained

36. SKETCHES AND
WIREFRAMES

37. 1. Design Ideation
● Used the design studio methodology
to kick-off sketching
● Group review and critique
● Identified key features present across
different versions
● Voted on other features to determine
key inclusions
● Group sketch and development
incorporating voted elements

38. 2. Usability Research - Paper Prototype
● Conducted research on 2 participants ● Results were generally positive with only
minor refinements to flow suggested, as
well as some refinement to microcopy

39. 3. Usability Research - Clickable Prototype
● Conducted usability research on 3 candidates
● Flow and functionality tested positively
● Applied further iterations to UI, for example the
use of symbols or the placement of features
such as the shortlist