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5 Things to Consider while Designing an App for Gen Z’s

4 minutes 17 seconds read

Over the last few years, mobile app consumption has skyrocketed like never before, especially amongst the new-age consumers- Generation Z (Gen Z),  the Internet Generation, whose life revolves around technology. Gen Z is the generational cohort following millennials born between 1997- 2012. They are born knowing how to pinch and swipe on touch screens. For them, experience is everything. The transition to this ‘experience economy’ has pushed businesses to focus more on the UI side of mobile apps. In the past, Zomato and Myntra had rolled out app designs based on trending themes like Diwali and IPL. Recently, Swiggy revealed a new UI a few weeks ago keeping IPL as their central theme. 

Why place high importance on CX for Gen Zs?

PwC: Future of Customer Experience

Digital customers of today, particularly older Millennials and Gen Zs are buying experiences. According to a PwC report, the Gen Z buyer is willing to pay 7% (on a scale of 25%) as a price premium for a convenient, seamless, and reliable customer experience. They place high importance on CX as a factor for buying decisions. Designing an experience that keeps users glued to the screen has become the prime goal for organizations. One of the most renowned Insurance organizations – SBI General Insurance (SBIG) collaborated with Mantra Labs to build an intuitive mobile app ecosystem for the current audience, especially Gen Zs. The company has transformed its buying journey by creating an agile, digital insurance ecosystem that is more convenient and accessible for its enormous customer base.

5 most important things to keep in mind while designing an app for Gen Z:

1. Visuals, Visuals and Visuals.

The lines between entertainment and communication are blurring as young users use more emojis, effects, and filters to express what they wish to say. These tech natives still want to communicate, but they need more and more visuals to do so. 

Gen Z lives for color, rich graphics, interactions, and animations that captivate their senses like neon gradients and mixed patterns. They love to experiment with new color combinations and unexpected partnerships in texture and hue. 

Quick videos and catchy, hyper-relevant content can get the user’s attention within the first 3 seconds. Gen Z’s and Millennials love reels and short videos where content plays an active role in keeping the users engaged. One of the most renowned Ed-tech organization–Miles Education rolled out a mobile app-Miles One with features like short clips, and educational bytes related to the user’s interest.

Visuals

2. Personalized and Conversational Messages. 

Any form of communication with the user-text messages, notifications, and emails has become more personal and conversational. The digital realm for Gen Z is vast. With a multitude of competitive mobile applications available, the application that gives personalized attention to the user wins the race. While using the app, a consumer should feel that the app is designed just for them. Also, there’s a real brand of fickleness, so keeping the messages short and crisp becomes necessary. 

Personalized Messages

3. Social, collaborative, and Competitive

Gen Zs are more comfortable socializing and collaborating in the online world rather than the offline world. An application with multiple options for sharing, inviting, and collaborating with friends and family acts as a tool for connecting and socializing. The younger generation is also highly competitive and challenging in nature. Offering a gamified experience with challenges and options to compete gives them a sense of satisfaction and an opportunity to learn from their peers.

Social, collaborative, and Competitive

4. Don’t spoon-feed. 

Gen Z lives in the digital world and technology for them has taken on a human dimension. They are well-versed with various modules and also like to explore on their own. Detailed instructions on how to use the app may act as a roadblock in giving them a great customer experience. Another challenge for capturing the young generation’s mind is their short attention span because of which they get bored very easily. What can be useful in dragging their attention is using various modern interactions to keep them engaged.

5. Give them control.

Control creates trust and trust leads to customer retention.

Giving control to users has been a part of the UI trend since the beginning of design. In fact, it is one of the Usability heuristics. With Gen Z, this trend becomes an absolute necessity. These new users are more explorative and innovative, they are open to using and discovering new applications and items. So it is crucial for them to have control while learning and discovering features. 

The digitally native consumers are very detail-oriented. Whenever users click a link to open a new page, screen, or view, they should always be able to go back to where they came from, keep informed about errors, give options to undo, and more.

Give them Control

Source: User Control and Freedom (Usability Heuristic #3)

The Road Ahead:

Gen Z consumers will hold the largest share in the consumer market within the next few years. For organizations to stay ahead in the game, the challenge would be keeping the newer audience engaged in the long term and building a UI design that is simple yet appealing. After all, a great app design would result in higher customer engagement and retention. 

About the Author:

Charishma is a UI UX designer at Mantra Labs, who believes in creating experiences that matter. She is an MBA turned designer who fell in love with the process of how design is made.

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Retention playbook for Insurance firms in the backdrop of financial crises

4 minutes read

Belonging to one of the oldest industries in the world, Insurance companies have weathered multiple calamities over the years and have proven themselves to be resilient entities that can truly stand the test of time. Today, however, the industry faces some of its toughest trials yet. Technology has fundamentally changed what it means to be an insurer and the cumulative effects of the pandemic coupled with a weak global economic output have impacted the industry in ways both good and bad.

Chart, line chart

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Source: Deloitte Services LP Economic Analysis

For instance, the U.S market recorded a sharp dip in GDP in the wake of the pandemic and it was expected that the economy would bounce back bringing with it a resurgent demand for all products (including insurance) across the board. It must be noted that the outlook toward insurance products changed as a result of the pandemic. Life insurance products were no longer an afterthought, although profitability in this segment declined over the years. Property-and-Casualty (P&C) insurance, especially motor insurance, continued to be a strong driver, while health insurance proved to be the fastest-growing segment with robust demand from different geographies

Simultaneously, the insurance industry finds itself on the cusp of an industry-wide shift as technology is starting to play a greater role in core operations. In particular, technologies such as AI, AR, and VR are being deployed extensively to retain customers amidst this technological and economic upheaval.

Double down on digital

For insurance firms, IT budgets were almost exclusively dedicated to maintaining legacy systems, but with the rise of InsurTech, it is imperative that firms start dedicating more of their budgets towards developing advanced capabilities such as predictive analytics, AI-driven offerings, etc. Insurance has long been an industry that makes extensive use of complex statistical and mathematical models to guide pricing and product development strategies. By incorporating the latest technological advances with the rich data they have accumulated over the years, insurance firms are poised to emerge stronger and more competitive than ever.

Using AI to curate a bespoke customer experience

Insurance has always been a low-margin affair and success in the business is primarily a function of selling the right products to the right people and reducing churn as much as possible. This is particularly important as customer retention is normally conceived as an afterthought in most industries, as evidenced in the following chart.

Chart, sunburst chart

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        Source: econconusltancy.com

AI-powered tools (even with narrow capabilities) can do wonders for the insurance industry at large. When architected in the right manner, they can be used to automate a bulk of the standardized and automated processes that insurance companies have. AI can be used to automate and accelerate claims, assess homeowner policies via drones, and facilitate richer customer experiences through sophisticated chatbots. Such advances have a domino effect of increasing CSAT scores, boosting retention rates, reducing CACs, and ultimately improving profitability by as much as 95%.

Crafting immersive products through AR/VR

Customer retention is largely a function of how good a product is, and how effective it is in solving the customers’ pain points. In the face of increasing commodification, insurance companies that go the extra mile to make the buying process more immersive and engaging can gain a definite edge over competitors.

Globally, companies are flocking to implement AR/VR into their customer engagement strategies as it allows them to better several aspects of the customer journey in one fell swoop. Relationship building, product visualization, and highly personalized products are some of the benefits that AR/VR confers to its wielders.  

By honoring the customer sentiments of today and applying a slick AR/VR-powered veneer over its existing product layer, insurance companies can cater to a younger audience (Gen Z) by educating them about insurance products and tailoring digital delivery experiences. This could pay off in the long run by building a large customer base that could be retained and served for a much longer period.

The way forward

The Insurance industry is undergoing a shift of tectonic proportions as an older generation makes way for a new and younger one that has little to no perceptions about the industry. By investing in next-generation technologies such as AR/VR, firms can build new products to capture this new market and catapult themselves to leadership positions simply by way of keeping up with the times.

We have already seen how AR is a potential game-changer for the insurance industry. It is only a matter of time before it becomes commonplace.

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