Health Insurance Funnel Optimization

Reducing Drop-offs in the buying journey by 35%

2026

CONTEXT

80% of high intent users dropped off before payment step

Users who had already entered details, selected and compared quotes were leaving the flow without reaching the transaction screen.

TEAM

1 Design Manager

1 Product Manager

3 Engineers

DURATION

3 Weeks

MY ROLE

Ideation

Conceptualisation

Product Architecture

Design and UAT

TOOLS

Figma

Cursor

Claude

Notebook LM

THE PROBELM

What was happening?

60% of users dropped off during health declaration. These users had already selected plans and add-ons which showed their intent to purchase was strong. Something in this and subsequent steps was blocking them.

PRIMARY ISSUE

High abandonment at health declaration

SECONDARY ISSUE

Further leakage in next steps

UNDERSTANDING THE DROP

Why were users dropping off after completing 4 steps already?

We looked across mutiple sources to identify the reason of struggle.

Funnel Analytics

Customer Support Queries

Internal Team Discussion

INSIGHTS FROM THE RESEARCH

Most of the users felt uncertain while filling out medical information.

Scroll to see insights

  • Unclear Effort : Users had no sense of how long the process would take. Without progress visibility, the end felt unreachable.

    Confusing Terminology : Many terms and medical jargon weren't easily understood. Users weren't sure what was actually asked of them.

    Cognitive Overload :Too many medical questions appeared at once on a single long-scrolling form, making the task feel overwhelming before users even began.

    Fear of Rejection : Users worried that incorrect answers could lead to rejection of their policy, creating anxiety around every response.

How might we help users complete health declaration and subsequent next steps

with clarity and confidence?

The experience needed to feel manageable and trustworthy.

DEFINING THE FRAMEWORK FOR IDEATION

Based on the insights, I set 4 principles to guide the re-architecture of the user flow

Making it manageable

Break large forms into smaller decisions

Simpler terms

Replacing technical terms for easy understanding

Reducing uncertainity

making users confident while

answering

Showing progress

making their effort

visible

CONFIDENTIAL WORK AHEAD

Due to an NDA, I'm unable to publicly share the designs, ideation, and further process for this project.

If you're interested in a deeper walkthrough that includes wireframes, explorations, and the full design process. I'd love to walk you through it personally.

Get in touch to learn more

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