Lippo General Insurance (LGI), a leading provider of health and general insurance, aims to enhance its car insurance customer experience while engaging a broader audience of car owners in Indonesia. To stay ahead of the competition and promote safe driving in a more engaging way, LGI is developing a mobile app that transforms its safe driving campaign into an interactive experience. This initiative not only encourages responsible driving but also integrates a loyalty program, rewarding users for their driving behavior.
The Impact
As part of LGI’s strategic goal to become a leading insurance provider, MyGo+ was designed to offer a visually engaging and rewarding experience for safe driving. Leveraging LGI’s existing design system, I guided the app’s visual branding and product design to create a seamless and compelling user experience.
Since its launch, MyGo+ has successfully completed its first phase and is now available on iOS and Android. Within just 6 months, the app has gained 20,000+ acquired users, 10,000+ downloads, over 20+ five-star reviews, 4.65 average app rating and an average of 4,000 active users. These early successes demonstrate strong user acquisition and validate the app’s potential to drive both customer loyalty and safe driving behaviors.
The Approach
To create a new digital product with a unique and engaging user experience, we first needed to secure buy-in from key stakeholders at LGI. Collaborating closely with the related department, I helped define the initial Proof of Concept (PoC), ensuring alignment with business objectives.
I worked with related stakeholders by outlining the core concept and translating it into interactive high-fidelity wireframes, allowing stakeholders to visualize the product’s potential. Once we gained their support, we faced the challenge of meeting technical requirements within the constraints of LGI’s already busy IT team and tight project timelines. To overcome this, we partnered with external vendors to provide technical support, enabling us to develop a Minimum Viable Product (MVP) while keeping scalability and future growth in mind.
The Process
Competitor Benchmarking
I conducted competitor benchmarking after receiving a rough idea of the product requirements. I explored established features that our competitor did well, and defined our product requirements further by exploring MVP features and features that MyGo+ could improve on.
Creating a PRD
After noting more key features and data that I could use in building upon my first wireframes, I took the initiative to create a more defined PRD to help me and other future designers have a rough idea of what the product is about
Information Architecture Design
In my next step, I identified key features we wanted to highlight, such as quick onboarding, seamless car Bluetooth connection, and claiming rewards. I designed the information architecture with those key features in mind, and designing the IA will easily guide users to the correct screens.
Wireframing Process
I decided to create hi-fidelity wireframing with full app interactions for the stakeholders to view and test out, this key decision helped us gain the buy-ins we needed to move further along the project.
Design Takeover
Initially, my task was completed until the project was going to officially start for development, the company decided to use external vendors to provide software development support and design creation. However, I was brought back to the project to oversee the design and user experience. I collaborated with international vendors, communicating in a fast-paced environment, such as the agile methodology, where we conducted daily sprints.
Admin CMS Design Process
Before the launch, the majority the our app functionality is completed, and in this timeline I decided to take on in building the admin content management system that oversees everything related to the MyGo+ app. With the help of product owners, it was a seamless process in defining the product requirements, and I took on the role of designing the Information Architecture and wireframing process.
Design Handover
Finally, I was tasked with managing the design handover documentation, such as screen definition history/updates, information architecture updates, UI documentation, and user flows.
The Results
I designed MyGo+ to help improve people's driving behavior awareness by introducing a safe metrics score, point system, and reward exchange system. In our 6 months of app publication, we have raised 20,000+ users, 10,000+ app installations, and 4,000+ active users who are engaged in our programs. This slowly helps LGI reach its target of acquiring data for more personalized insurance car products in Indonesia.
After publication, I am also actively participating in feedback-gathering methodologies to further improve our existing platform and collaborate with product owners/managers to enhance MyGo+ with further ideation for better user acquisition and engagement.
Challenge After Release
After launch, we discovered users exploiting the onboarding process to gain referral points. Some created and deleted multiple accounts, funneling rewards into a single profile; even forming a Facebook group to share ways of bypassing Indonesia’s KYC journey!
To address this, our team proposed preventive solutions, and I led the redesign of the KYC registration flow. I focused on tightening verification steps, improving user journeys, and refining flows to close loopholes. As a result, we reduced abuse cases by 99%, lowered business costs from referral fraud, and improved data integrity across the MyGo+ digital ecosystem.