To start, we created a generic user journey map and identified the awareness stage was paramount when launching a new product in the market.

With that in mind, we focused the audit on the YAS website because it was the key touchpoint for the users. Then we moved on to the product- RYDE App.

We began the audit with heuristic evaluation and noticed the slogan on the English landing page has a different meaning to the one shown on the Chinese landing page.

Since we spotted the difference between the English and Chinese versions, we invited 20 users with different backgrounds and levels of tech proficiency to participate in the usability test of the YAS website. Our goal was to discover whether the languages made a difference for users in understanding what YAS does.

The task was to have 10 users on the English version, 10 users on the Chinese version, then browse the website as they usually do.

We timed the process to see how long it take for them to understand what YAS does. The result was:

Insights:
English users took an average of 62% more time than Chinese users to finish the task, so we asked why?

In the English version:
The slogan "Every Moment Matters" does not contain any elements related to insurance, and the landing page video gave an impression that the website was about sports. 

In the Chinese Version:
With the word "保" shown on the landing page, which means protection or insurance in Chinese, users got a good sense of the YAS as a brand related to insurance.

To ascertain the general level of information the participants gathered of YAS from the website, we moved on with user interviews. Then we organised the findings with an affinity map.

Interviewee demographics:
Age: 21 - 35
Insurance Status: 50% Insured and 50% Uninsured
Profession: varies from the banker, educator to chef

#1 Misleading Landing Video
Users thought the YAS was a sports gear company because of the landing page video. And the website did not provide much information related to insurance.

#2 No Price Tag Shown
Users felt frustrated from not knowing how affordable the product was. Hiding the price from users made them think it might be fraudulent.

#3 Confusing Product Name
YAS uses their capital Y to name the products, like RYDE, BYKE, HYKE and RYUN. However, the names are unique but not self-explanatory to the users.

#1 Too Much Scrolling
The website uses a lot of cinematographic elements which are visually appealing. However, users need to scroll a lot to get the information that they felt annoying.

#2 Poor Drop-down Navigation
It is hard for users to access the About YAS page. The drop-down menu always faded out when they tried to do so.

#3 Unexpected New Tab
When pressed on the YAS Blog, it opened a new tab instead of staying on the same tab as other pages. Users found it irritating.
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#4 New page started from the bottom
When users headed on a new page, it did not start from the top.

Micro-insurance was a relatively new concept to the market. 80% of the interviewees did not know what it was, and they failed to find the answer here.
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When it came to the product RYDE, users thought it was too much trouble to buy it and get protected just for a trivial daily task.

From the interview, participants complained there was too much scrolling on the page, it was hard for them to locate important information.

The above image is the information hierarchy, and each box represents one scroll. It was noticed the information shown on each page was inconsistent.

From the user journey map, there were two common triggers of getting insured:
1. Fear of losing personal belongings
2. Getting injury or death 

Since the Hong Kong market was not familiar with YAS and micro-insurance, education and promotion are needed to raise the awareness of YAS and create new opportunities. So we proposed ideas on how to improve the penetration rate.