DANA
Increased MTU up to 10x
A cashless insurance revamp
Aug - Oct 2024
Introduction
DANA is a leading digital wallet and payment platform that provides secure, seamless, and cashless transactions for users and businesses across various services, including bill payments, e-commerce, and financial solutions. In 2024, the launch of a cashless insurance product fell short on conversions and cashless claim rates.
Goals
To understand the problems, we first conducted user research to identify why users hesitate to purchase the product. With these insights, we would attempt to redesign the product to enhance the user experience, aiming to make insurance more accessible and, ultimately, drive higher purchase rates.
Pre-purchase problems
The previous landing page lacked visual appeal and failed to clearly convey its core benefits. Post-release research revealed that users struggled to grasp its value and were unsure of the necessary steps before purchasing, resulting in low transactions and missed opportunities. Pricing also felt intimidating, discouraging conversions.
Post-purchase problems
User research revealed a major issue post-purchase—users didn’t understand how to use their cashless insurance. Many attempted manual reimbursement claims, unaware of the cashless option. An overloaded information page further added to their confusion and frustration.
Challenges
For many Indonesians, especially our users, insurance remains an unfamiliar concept, making it challenging to generate interest. Users often struggle to understand its benefits, usage, and unique value. To drive engagement, we needed to provide clear and compelling insights into its real impact.
Approach
Therefore, based on those problems and challenges, the goal was to simplify information for all users, making insurance more accessible. We focused on educating users about its benefits before purchase while refining the post-purchase claims process with intuitive experience for seamless claim management.
First pre-purchase iteration
We restructured the previous landing page by breaking down key information—introduction & usage, benefits, and pricing—into three steps for a more gradual and effective user introduction. However, the initial iteration had visual, layout, and IA issues, and placing the price comparison within the benefits section unintentionally cluttered the page, contradicting our goal of a streamlined experience.
Helping users purchase insurance with confidence
In the end, we designed a purchase flow that clearly highlights the main coverage, key benefits, and pricing comparison—making insurance more transparent and accessible. By breaking down details into bite-sized information, we help users understand what they’re getting and how it works, reducing confusion and increasing confidence in their purchase.
Intuitive design for hassle-free claims
The redesigned insurance details offer a clearer, more intuitive experience, emphasizing its cashless nature. Users can now seamlessly present their insurance card to the hospital operator, while the centrally placed coverage details ensure easy tracking of their remaining limit.
Streamlined navigation for a better experience
The redesigned navbar enhances navigation by structuring key actions into dedicated pages, reducing information overload. Users can now easily access a claims page for submissions and tracking, while an info page offers quick access to FAQs, terms and conditions, and partner hospital lists.
Impacts
When we launched in early 2025, MTU grew 10x among whitelisted users, rising from an average of 200 last year to approximately 2,000 users within just two months. This marked a highly successful redesign in driving revenue. While cashless claim rates increased slightly, they demonstrated that users not only understood the product but also intuitively knew how to use it.
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