BCA Insurance Mobile App

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BCA Insurance Mobile App

6 months (2024)

BCA Insurance

Mobile App, CMS

A fresh new look for an insurance mobile app, owned by a major bank with two main goals: to expand market presence and enhance customer retention.

Overview

BCA Insurance is an insurance company under Bank Central Asia (BCA), one of the major bank in Indonesia. But despite of that, BCA Insurance is not well-known to the public. BCA Insurance aims to expand its’ market presence by specifically targeting younger demographics and enhance customer retention.

Core Problem

Currently, all transactions and product details are handled through BCA Insurance’s website. Not having a mobile app , outdated and inconsistent UIs are major downside, since it directly goes against good UX practice, current market condition, and who they’re targeting this product to.

Stakeholder Interview

I did several session of stakeholder interviews to understand the current pain-points, discover why the client decided and wanted to pivot to the mobile-app environment, and learn how the final app should look and function.

Based on the interview, there are three key business goals needed to be reached:

Broaden Market Reach

Having a mobile app with modern UI and seamless UX would significantly help to reach the demography target (Gen-Z), as their competitors mostly lack in the UI/UX department.

Seamless Integration

The future mobile app should work as an end-to-end user flow where user can do product discovery, transaction, and claim processing with an easy and seamless user interaction.

Loyalty Program as User Retention Method

Gen-Z in Indonesia are more than willing to be part of a loyalty program since they have higher habit of spending.

*Timeline constraints prevented direct user research. To compensate, I conducted competitive analysis and iterative feedbacks based on the early wireframes.

Competitive Analysis

I did mini competitive analysis with FWD Max and AstraLife, the 2 major insurance company in Indonesia.

FWD Max findings:

Homepage does not serve the main function as an insurance app as key features like policy list, add claim, support center is not visible to the user
The app only works as a gateway to open the webview to the site (negating the main function of an application)
Confusing navigation

Homepage does not serve the main function as an insurance app as key features like policy list, add claim, support center is not visible to the user
The app only works as a gateway to open the webview to the site (negating the main function of an application)
Confusing navigation

MyAstraLife findings:

Crucial info (e.g user’s current policies) isn’t visible in homepage
Meaningful shortcut (buy new policy, add claim) isn’t available in homepage
The app’s tendency to open webview
Poor UX: User can’t check claim status, constantly asking for a selfie with an ID card

Crucial info (e.g user’s current policies) isn’t visible in homepage
Meaningful shortcut (buy new policy, add claim) isn’t available in homepage
The app’s tendency to open webview
Poor UX: User can’t check claim status, constantly asking for a selfie with an ID card

Based on the Competitive Analysis, there are few design implications:

To avoid the webview flow, all of the key flows in the app (product detail, purchase, request, claim) needs to be designed in mobile-native
The homepage need to display key information and several shortcuts without overwhelming the user

Based on the Competitive Analysis, there are several key design implications:

To avoid the webview flow, all of the key flows in the app (product detail, purchase, request, claim) needs to be designed in mobile-native
The homepage need to display key information and several shortcuts without overwhelming the user

Wireframe A/B Testing

For a focused and objective discussion, I created 3 variations of the Homepage with different objectives to set the tone of the app.

Option A (Task Focused)

‘Active Policy’ and Quick Actions being the main focus of the page
The loyalty program is not really visible to the user (soft-selling)
Scrollable menu gallery might impact feature discoverability

‘Active Policy’ and Quick Actions being the main focus of the page
The loyalty program is not really visible to the user (soft-selling)
Scrollable menu gallery might impact feature discoverability

Option B (Information Focused)

Key information (active policy) is displayed clearly for the user
The loyalty program is not really visible (soft-selling)
Better feature discoverability (Show All)

Key information (active policy) is displayed clearly for the user
The loyalty program is not really visible (soft-selling)
Better feature discoverability (Show All)

Option C (Loyalty Focused)

Promo and campaign banners as the main focus of the page (hard-sell)
Key information (Active Policy) is not as visible to the user

Promo and campaign banners as the main focus of the page (hard-sell)
Key information (Active Policy) is not as visible to the user

We decided to continue with option B because it serves both user and business needs

Option B manages to balance the usability and business needs by allowing the user to see different task that can be done, key information (active policy), easy feature discoverability, and easy access to the promo & loyalty section.

We decided to continue with option B because it serves both user and business needs

Policy Card as Page Highlight

Scrollable cards for ‘My Policies’ allows user to see their policies (utility) with playful interaction (memorable experience)

Easy 'Support' Access

‘Support’ being in the center of the menu navbar is to tackle the frequent complaints of difficulty in contacting Customer Service

Compact Claim Page

Easy filtering (by status and type), direct and compact Claim card(s), and ‘Add Claim’ all in one page, allows the user to get all of the key info without overwhelming themselves

Compact Policy Page

Add policy is additional but important feature allowing user to add/transfer their policies from previously the desktop-first to the app.

Flagging for near-expired policy is available to see from the list with softer ‘danger’ color to not create anxiety for the user.

Add policy is additional but important feature allowing user to add/transfer their policies from previously the desktop-first to the app. Flagging for near-expired policy is available to see from the list with softer ‘danger’ color to not create anxiety for the user.

Loyalty Page

A clear, focused, and simple loyalty page with attractive offers added to retain new and existing user to the app.

Results

5.0 ⭐️

per July 2026, the app has 5-star-rating both on Google Play and App Store (250+ reviews)

Constraint

As a software house project, I didn’t have access to internal analytics (conversion rates, user demography, retention metrics). User reviews and client satisfaction served as design validation.

Positive reception from the user highlighting four key aspects:

Native purchase flow

Addressing the main pain point found from competitive analysis (“...everything can be done in the app...”)

Visible and clear policy information

Addressing other main complaint from competitive analysis where users couldn’t find their policy information (“...very helpful especially when you want to see your policies, monitoring policy is now easy since I know when it’s nearing the expiration date... ”)

Prominent ‘Support’ Access

Addressing repeated needs from competitive analysis for easy access to the CS (“...support feature is very helpful for us to get in contact with CS...”)

Easy Claim Tracking

Addressing of users frustration found on AstraLife where user couldn’t check claim status in-app (“...claim feature is also helping users, I can check my claim progress without repeatedly asking (to Customer Service))”

Reflection

This project taught me how being strategic with where to invest attention (especially within constraints) counts

With no access to end-users, I leaned heavily on competitive analysis and stakeholder feedbacks. I could identify the bigger problems (webviews, confusing navigations) but I couldn’t validate whether my solutions work in term of visual and usability to the target audience (Gen-Z).

Doing the 3 variations of homepage wireframe with different objectives is now something I use now that I'm part of the product team (OpteraOne). It gives stakeholders agency and keeping the discussion around business need, not personal taste.