Improved onboarding performance through structured experimentation and delivered a new student product 0→1 for cross platform launch.
Scope
CRO · Behavioural · 0→1
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Client
HCF
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Duration
7 months
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Year
2025
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Challenge
(01)
High drop-offs were directly impacting acquisition performance
HCF's Overseas Visitors Health Cover (OVSC) onboarding underperformed during personal detail capture. Behavioural data showed consistent drop-off when users were asked to provide identity-related information.
Users hesitated when entering sensitive data, lacking clarity on why information was required. They were also unable to anticipate how many steps remained and were tired of having to navigate through dense insurance terminology.
Additionally, compliance constraints limited field removal. The opportunity was to reduce psychological friction without reducing structural requirements.
In parallel, HCF does not have a Student Cover (OSHC) and requires a full product definition ahead of its November launch.
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Approach
(02)
1. Weekly Experimentation Cadence
I was seconded within the HCF team and partnered closely with a Product Manager who monitored behavioural performance data each weekend across live onboarding flows.
We reviewed metrics weekly and identified high friction segments together. Based on these insights, I proposed structured A/B test design variants grounded in behavioural science, established Private Health Insurance onboarding patterns, progressive disclosure principles and trust signalling techniques.
This created a disciplined rhythm of:
Hypothesis → Design variant → Ship → Measure → Refine.
2. Designing for Psychological Friction (OVHC)
Visible Progress Tracking and Seamless Return
Users previously had no visibility into how many steps remained in the quote journey, creating uncertainty and increasing perceived effort. I introduced a clear step based progress tracker that made the total number of stages visible, anchored users in their current position and reduced cognitive load by setting expectations upfront.
I also designed a “Pick up where you left off” experience that allows returning users to resume their quote at the exact stage they exited. This enables users to quickly validate information and continue without re-entering data.
The result: Onboarding progression improved by 6%.
Trust-Reinforcing Toast Messaging
At the highest drop-off point, personal detail capture, I introduced contextual toast messaging which explained why specific data was required, clarified how it would be used and reinforced legitimacy and security. This reframed the interaction from “data extraction” to “coverage setup.”
The result: Personal detail completion increased by 11%.
Microcopy Optimisation
Through continuous delivery cycles, I refined field descriptors, error messaging, CTA language and privacy reassurance.
Some test directions were proposed by the Product Manager. I translated them into behaviourally informed design variations based on prior PHI performance patterns.
3. OSHC: 0→1 Product Design
Before designing OSHC, I conducted competitor analysis across student and international insurance providers to benchmark on onboarding structures, trust cues, pricing and coverage framing, as well as form density and sequencing.
As OSHC did not previously exist, I designed the full high fidelity cross platform experience, which is scheduled to go live in November.
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Reflection
(03)
I was directly embedded within the product team and was asked to be extended on the engagement six consecutive times!
We shifted experimentation from reactive design adjustments to a structured product capability. The engagement reinforced my ability to integrate quickly, influence cross functional thinking and drive measurable product improvements.